Tuck the graphic in a letter

By signcraft

Posted on Saturday, August 24th, 2024

RT Signs, Steinbach, Manitoba, Canada

That made for a catchy headline, but it really should say “Put the graphic in the letter.” Rather than using a separate image or illustration beside or above the company’s name, you tuck a simple silhouette of an image into one of the letters in the name. It’s a pretty cool, creative effect and one that can create a very unique logo.

Generally, the graphic goes in the largest open area of a letter—it more or less replaces the open space (called the “counter” in typography) that would ordinarily be there in an O, P, A, etc. In other cases, the graphic replaces the letter completely.

Start with an image

Start with an image that clearly relates to the nature of the business—a fish for the aquarium store, a hammer for the tool supply, a piece of fruit for the smoothie bar. If the business provides a tangible product like that, it’s a little easier. If they provide a service, you’ll need something that relates to that, like a tree for the landscaper, a leaf for the recycler, a candle for the B&B, a heart for the psychotherapist.

Remember that real objects make the best symbols. You don’t need to go for hidden meanings—everyday things like birds and teacups and tennis racquets make the best symbols.

Reduce the illustration to a silhouette and insert it into one of the letters used to make the company name. The graphic should have very little detail. Its strong, easily recognized silhouette is what counts. Photos don’t work for this—it takes a basic silhouette graphic.

You also want the shape of the graphic to harmonize with the shape of the letter that will hold it. If it conflicts with the letter shape, it will create a distraction instead of creating interest. That’s another case for a silhouette that is not too busy.

Find the right typeface

Choose a typeface that will accommodate the graphic in one of its letters. This usually means that you need a relatively simple, bold typeface. You’re going to replace the open space in a letter, but you still want the letter to be easily recognized, so a simple, clean typeface will help. A decorative typeface is also likely to distract the viewer from the graphic.

Look for a very bold sans serif or slab serif style. These usually accommodate a graphic well. Avoid very condensed bold faces. Their tall, thin counters can rarely be swapped out for a graphic successfully.

Simplicity wins again

Combining bold, legible type with a clean silhouette of a relevant object can be a homerun as a logo. It’s quick to read, fun to look at and a refreshing change of pace from most of the logos out there. Plus it has an added bonus: Since the graphic is housed inside a letter rather than beside or above the text, it frees up space in the layout so that the primary message can be larger.