Modern calligraphy is generally used in the forms of font design and typography, original hand – lettered, calligraphy logo design, wedding and event invitations, commissioned calligraphic art, cut stone inscriptions, and memorial documents.
In this post we will show calligraphy logo design experiment by one of behance designer: Sara Marshall.
The world of corporate graphic design has recently developed a new, minimalist, so called flat style. Many brand logo designs underwent major changes in order to follow the trend. The minimalist movement represents projects which are reduced to simple, few colors iconic representation of their main graphic elements. Popular logo designs are devoid of graphic effects such as shadows, gloss, gradients etc. Quite often they employ the use of extensive negative space.
Is this the right direction for brand design? Some think that the graphic design relives its glory days, others that it is simply boring. I will leave the answer to this question in your hands.
But, brands such as Pinterest, Coca-cola which argue that minimalism is quite boring have chosen different style for their logo designs – Hand lettering. The modern calligraphy as opposed to minimalist trend is manifested by imperfections, texture and embellishment.
Following the same line of resoning one of the designers on behance Sara Marshall carried out a calligraphy logo design experiment. She explored a variety of lettering styles, used custom scripts and brushwork to reimagine major brand logos. The final artwork is amazing. She keeps the essence of the brand by retaining key elements of their original branding. This is also a reliable test for the strength of brand logos. Logos include: FedEx, Burger King, Subway, Flickr, YouTube, Skype, Evian, Coca-Cola, Whittaker’s.