Manipulating type for logos


One of my favourite things to do in graphic design and experiment with logos. However, I rarely use Adobe software to help with the process, so I thought it would be an ideal chance to learn some new techniques that would help develop my understanding of how professional logos are digitally created. I already possessed a basic knowledge of the way logos would be created using illustrator as I had done similar projects to this one before so would be looking for techniques that would push me to the next level. I didn’t however just want to find the hardest tutorial to follow as I knew that I won’t remember most of it as mainly every tool used would be new to me.

Design ideas and process:

My initial thoughts for a logo using the letters B and S were to utilize the empty space within the two letters. I wanted to try and fill this space by combining both letters and immediately came up with the idea of intertwining the S with the B. I realised early on that this would work well as the height of where the S is and its curves in comparison with the B meant that, with only a few small adjustments, I would be able to manipulate the S so that it could flow in and out of the B like a snake. For this, I would have to make sure that I picked the correct font as I needed enough empty space inside of the B so that the S could fit easily without it touching the edges. Therefore, the font I selected was Copperplate Gothic Light, which is exactly what I was looking for.


My thought process when developing the logo.


Firstly, I typed out the two letters and proceeded to ungroup them so I could move the S into position. I moved it so it was half-way onto the B, and I also made sure that the two small gaps that appear on the top portion of the S were the same size to keep visual consistency. Secondly, I made turned the letters white and duplicated them to make an offset path which would later act as the missing space in-between the letters once they interlink. Finally, I used the knife tool to cut portions of the B and arrange them Infront of the S so it looks like they are locked together and then to make the final image, I added a black background so all you can see of the lettering is the white parts. This was not that long of process as I found it easy to get to terms with all of the tools they had to offer; I will certainly be using tools like the knife tool again as it gave me freedom to manipulate certain parts of the letters and place them wherever I wanted.

I feel like this logo creates a great sense of movement due to its curved and interlinking lines, which in turn, gives it animalistic features. For example, the S that slithers in-between the lines of the B could easily represent a snake. This idea is enforced when coupled with the serif font as it not only gives a traditional look, but the ends of the letters a suggestive form of a head and tail. Therefore, I believe that this logo design could be developed even further by adding texture, like scales, to greater enforce the idea of a snake while also keeping to a minimalistic design which most logos today go for.


As I am still relatively new to illustrator, I don’t want to be going straight into the deep end when it comes to learning new techniques and tools. However, something I would love to be able to learn next would be to create three-dimensional logos, as I feel like I have got to grips with a lot of the pen and shapes tools so in a two-dimensional level so would only be fitting to develop my skills further in this way. This being said, while I am always looking on ways I can improve my design, I still believe the final product I created has been executed to a professional level and would be suitable for any product or advertising logo.