Conceptual Typograph Ideas and Brief

For the pieces I can only use Futura Bold 60pt Black-to-White

I am not able to distort, stretch, resize, overlay, illustrate the piece

This means i will have to rely on fairly simples ideas to portray the idea behind the word, using negative space and contrast, as well as layout.

I started looking at the meanings and feeling behind the words themselves, but hit a bit of brick wall.

I also started to look at ways of incorperating a message or meaning using the negative space or postion of the charecters.

Sadly due to the brief, alot of clever designs like this are not possible, but still good insperation.

A seemingly simple logo but look again at it carefully and you will realise that the two letter “C”s are also cat’s eyes

The eighty20 logo is a bit of a geeky one to figure out the hidden meaning behind, the two lines of squares represent a binary sequence with the blue squares being 1′s and the grey squares being 0′s. Which makes 1010000 which represents eighty and 0010100 which represents 20.

This logo was created for Pause Fitness world, and the letter “u” has been designed to look like a pause symbol.

Well hidden in the negative space Take a closer look and you will find a hidden knife integrated in the letter A

The T and S letters here join to form the shape of a shoe in the negative space that the two letters create. Notice here that the choice of font was critical to create this form.

The stage curtains pull back to reveal a hidden crown within the logo.

Elefont is another assumed simple logo but its got a hidden design element. Look closer .. find the hidden trunk in the lowercase letter e.

The FedEx logo, at first glance appears simple and straightforward. However, if you look at the white space between the “E” and “x” you can see a right-facing arrow. This “hidden” arrow was intended to be a subliminal message to convey speed and precision

This logo for the USA Network, though simple, is very effective. The use of the negative space between the “U” and the “A” to create an “S” is smart and it gives the logo a unique look.

At first glance the logo for the website “MyFonts” may look like a simple cursive typeface with no immediate negative space manipulation. However, on closer inspection, we see that the whitespace along with the text of the word “My” has been cleverly disguised to resemble a raised hand to indicate the personalization of the fonts.


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