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Trial and Error
I hope you all had a most happy holiday and thoroughly enjoyed the last
New Years eve of the 20th century. My Christmas present to myself was a
Dell XPS 450 with which I'm most happy. But then I said that two years
ago when I rewarded myself with a new Gateway Pentium Pro 200.
Let's assume for a moment (remembering, of course, what they drummed into
my head in the Army that assume makes an ass out of u and me), that you
have profited from the previous articles on logo design and have now the
perfect logo for the next millennium. That, in my opinion, was the easy
part. Now begins the hard part, how to arrange the type and logo on your
business card in a manner that is both effective and visually attractive.
I'd like to say that there is a magic formula for this, but there is not.
Furthermore, every logo seems to suggest a different placement, and wants
to be complimented with a different font. And even though I have certain
favorite arrangements that I like to begin with, I inevitably wind up
with something completely different that what I originally had in mind.
Hence the title of this article. I go though a quite bit of trial and
error before I'm satisfied with the final layout. I'll share some of
this process with you today and let you see how one thing leads to
another until finally you will know it's done (or run out of time and
patience and say to heck with it!)
For this article, we'll use a simple extruded F logo for a fictitious
company called The Firebrick Group. I had intended to call the company
The Frederick Group, but Corel's spell check questioned the spelling and
offered Firebrick as perhaps the word I meant to use, and I accepted the
advice. The font I've used throughout is called Benguiat Gothic
(pronounced Ben-gay gaw-thick) and is available on the Corel CD in the
fonts folder. I like this font because it has a light and airy appearance
and is easy to read. But enough small talk, we have work to do so let's
get to it.
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