BrandKnew September 2013 September 2013 | страница 11

brandknewmag.com

10

But in point of fact, much of the lettering in
“Chimp” has been opened up.

That not only takes away some of the
scrawling nature of the original, it also
makes the logo more legible when viewed in
smaller sizes.

Hische also straightened out the baseline,
making the signature more regular and
precise without jettisoning the friendly feel of
the flowing type.

In addition to opening up the letters, Hische
lightened the weight and the areas where
lines intersect.

Check out that “C”: Did you notice the thinner
profile in the earlier diagram?

To say that this project was a redesign is a bit of an overstatement. But it does demonstrate how the structure of a logo
can be maintained while given a fresh coat. The diagrams can also serve as Exhibit A for anyone who thinks that the art
of graphic design consists of merely choosing the right typeface.