Hey there guys. So I hoped that you found the last post interesting and that one small seed also inspired you the way it inspires me. This week is all about the international typographic style. It is still very popular in today’s contemporary design. I am going to look at a few logo designs and hopefully through my analysis and explanations you will be able to identify the ITS in other contemporary designs.
I will start off by giving you a few examples of the use of ITS in logos and then I will discuss a few of them to give you an overview of the characteristics that you can look out for.
Looking at the logo of ‘Suit Africa’ you can clearly see the ITS principles. The geometric shapes used in the illustration of the suit used in the ‘U’ is typical ITS. The designer used San serif type throughout the design. The hierarchy of the two words used is clear and also sets focus to the main logo and illustration. The hierarchy also creates an asymmetrical balance. The colours used are vibrant as the red draws attention and the white contrasts with the black. This logo is simplistic and this makes it very successful.
The next logo I will be discussing is ‘Textura’. This logo is very simple and the use of illustration and text compliments each other very well. The illustration is geometrical as you can se the rectangles are formed just with clean straight lines. In this logo the use of grids are clear as the illustration is placed above and in the middle of the text. The designer also made use of san serif type. You will notice that nothing is exaggerated in this logo this is because the ITS focus on simplicity.
When I look at the next logo the first thing I notice is the geometric shapes used to build the type in the logo. This is very interesting and draws attention towards the logo. The asymmetrical balance between the illustration and the rest of the type is the second thing that caught my eye. The logo is quite heavy on the left hand side and the focus lies on the illustration. When you look at the rest of the type san serif type is used but the letters and also the words are placed in grids and with even spaces between them.
Redgate’s logo is based on the ITS just by using san serif type. The creators of the ITS style believed that san serif type made words more legible. By using type in the correct way the logo meets with a few other characteristics as well. There is a definite hierarchy and it also creates an asymmetrical balance. The colour use also adds to the balance as the navy blue draws more attention because it is contrasting with the light grey colour.
The last logo I will discuss is actually quite interesting as it has many of the characteristics of the ITS. The illustration is created out of simplistic geometrical shapes. San serif type is used throughout the design. By using different font sizes and colours the hierarchy is clear. You can also see that grids are used to place the words and there is also an asymmetrical balance because of the illustration that is slightly bigger than the rest of the type but also because of the ‘we make your world’ that’s placed on the right.
So I hope you enjoyed the journey through the characteristics of the international typographic style. Do yourself a favour this week and see if you can recognize the ITS in some other contemporary designs.