Many professional logos are developed through the combination and manipulation of letterforms — called a lettermark. These logos are typically made up of a person’s (or company’s) initials or first letter. As a designer, it’s challenging to limit oneself to two letterforms alone and still create a distinctive and meaningful logo. To do so, one often has to abstract the letterforms themselves and/or their combination, play with positive and negative space, remove, extend or join the strokes of letters and think about whether a simple visual container such as a circle or square makes sense. If not hand drawn, the typeface selection is obviously significant as is the color selection.
This excellent example of a logo and brand materials sent to me by Swiss photographer, Sebastian Staub demonstrates how effective a lettermark can be. It’s dynamic, has movement and is unique and meaningful in the way his initials visually combine to refer to the idea of focusing within the aperture (the black circle) of a camera. I also enjoy the emboss of the logo on Sebastian’s materials.
Sebastian told me, ” I was able to made my own promo piece and a brand new identity with the help of a Swiss design agency www.btws.ch. We designed it from scratch and I just finished printing 100 pieces.”