Hilton Design


Logo Design

Evaluation on both Logo Design and Punctuation Design briefs


1) Visual Communication:

In what ways does the visual communication/message of the piece meet the needs of the brief?

With one of the briefs I had to make it up myself so I believe that made it a lot easier for me to meet the needs of it and the other one was clear to understand.

In what ways does the visual communication/message of the piece fail to meet the needs of the brief?

Possibly the punctuation mark may have been experimented with a little more though I had to focus on researching and doing the logo design for the other brief.

What are the strengths of the visual communication? Why?

My strengths where with the typography within the logo design as that due to the last few weeks of work experience I have been working with real life clients and have got a far more better understanding on how to start on a rebrand or start up business.

What are the weaknesses of the visual communication? Why?

My weakness would have to be that I don’t put so much time into these projects, this may be because I’m getting to used to real life work and projects only lasting a few hours, I shall change my attitude in the next year to come.

In what practical ways could the piece be developed or improved?

the punctuation mark may have been experimented with a little more and I should have experimented more with my other options as that I think a couple of them may have turned out better.

2) Reflection of own working practices:

How was my time keeping?

I found my time keeping skills well set out, apart from having to juggle work, work experience and this together can become rather stressful and doesn’t give me the chance to give 100%.

How was my analysis of the brief?

I found my analysis of the two briefs were done well partly as to the fact that I made one of them up which was a bit more of a real life situation.

How was my research?

I find research a drag! but I think I got all of it together though.

How did I draw conclusions from my research?

I’m not so sure, I just gathered my research and analysed it. I had to relate the research to my project, how typography has evolved and how it fits into branding is a huge key to understand and is always changing so you’ll never stop learning new ways of type.


How did I use evaluations to help with my ideas generation and development?

I learnt from my mistakes, instead of evaluating my own work as I went along, I involved others instead to get an outside and professional point of view.

In what ways did I show that I had achieved the Learning Outcomes? How can I improve this next time?

I blogged about my progress frequently and documented mostly everything I done. Although I could blog a little more on typography but I feel I have done enough.

What parts of the project did I enjoy most? Why was this the case?

All of it, though the punctuation mark brief was fairly annoying as that it didn’t feel like a real life brief.

What parts of the project did I enjoy least? Why was this the case?

The decision out of the two posters I had produced. This was difficult because they both had two completely different approaches to them.

At what times did I work best? Why might this be the case? How can I ensure that I work well at all times?

Working with the software. I love using computers for graphical designs. To ensure I stay working like this I will look up tutorials on more complex techniques in my spare time and pay close attention it lectures.

Do I need to develop certain skills? Do I need these now? Or later?

I had developed a few easier ways of producing effects, a few new ways from work experience. I will be using these new techniques though in the future with the place I’m working for.


Design options to consider for the Typography of a Logo


1. The right font

The most obvious element of typography is the font. Your brand’s personality is expressed in the fonts used to present its name and tagline in your logo.

A font family is a named set of typefaces, like Times Roman or Helvetica.

A font category is a more general classification of a font, like serif and sans serif.

Here are some examples of the most common font categories and how their styles translate in a logo design:

  • Serif fonts have a line at the end of each stroke. Traditional and professional.
  • Sans serif fonts don’t have that line at the end of each stroke. Crisp and modern.
  • Script fonts (and italics) are generally formal and decorative. Sophisticated and feminine.
  • Handwriting fonts tend to be casual and personal. Friendly and approachable.
  • Display fonts are widely varied in design and style. These can be great choices for text-only logos as they can be so unique.

2. Combination of fonts

When used together, fonts need to complement each other the same way colors do, and they shouldn’t have competing styles. For example, pairing a script with a handwriting font or italic doesn’t work. It’s better to use a serif or sans serif with a script.


3. Number of fonts

There are so many beautiful fonts available these days – it can be difficult to limit their use. But in your logo, they need to be used sparingly. One or two carefully paired choices will make your logo aesthetically pleasing and professional.

For special promotions or different product offerings, it’s okay to use more variety, but in the design of your brand identity, keep it simple.


4. Letter scaling

Whether it’s narrow or wide, horizontal scaling can be used as a defining design style.


5. Letter spacing

Tracking is overall letter spacing between a line of letters. Kerning is the space between a pair of letters.

Tight tracking, especially with a bold font, can be very impactful. Loose tracking can be a beautiful treatment for a modern, sophisticated look, particularly with all caps.


6. Font weight

A heavy-weight font is bold and strong. A light-weight font is elegant and soft.

7. Capitalization

Uppercase can create a more streamlined look.

Lowercase can be more casual and friendly.


Typography in Branding


If you think detail such as typography won’t influence how consumers view a particular brand, you should think twice. Typography is nothing short of an extension of the brand’s voice and tone yet many marketers and web designers choose to ignore it and settle for classics like Times or Verdana. Here I will be showing the most significant reasons as to why typography is such a huge part of a branding strategy.

It reflects brand personality

Typography communicates the style, tone and voice of your brand, pretty much it’s a brands entire personality. Unique typography conveys a clear message about your brand as one that cares about details and has a strong appreciation for aesthetics. Type has personality. Show me someone who disagrees, and I’ll show you someone who’s the walking embodiment of Times New Roman. Picking the right typeface means picking one that imbues your program with the right feeling. The choice begins between serif and sans serif.

It looks professional

Body text written in Times or Comic Sans will send one simple message that this brand is unprofessional. This negative feeling will be extended to a brands products and services too, that’s probably the last thing you want.

It helps your brand to be consistent

The same font and typeface in both digital and paper marketing materials will help your brand image resonate stronger with your clients. A characteristic typography can become a feature to enable consumers to immediately recognize your brand.

It helps consumers to remember your brand

In both logos and text bodies, typography can become integrated with your brand in the public imagination. It can be about shape, but also about colour, take cue from Kinder and their characteristic red and black logo that gets repeated on all products and is now present in the consumer imagination.

It’s there to set the right tone

Typography will help you create the right atmosphere and invoke a set of associations you want consumers to have with your brand. Whether you go for eccentric and playful or serious and reliable, your brand values can be reinforced with the right typographic setting.

It creates a context for your brand

Every type style has its own unique history and you can use this to your advantage to situate your brand within a context your target audience will appreciate. Use it wisely. A typography that alludes to the classic print ads from the 1950’s will push a brand identity in a completely different direction than a type style inspired by graffiti tags on the subway.



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