Methods of logo development using calligraphy

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Бережна О. Б. № 2 (86) 60-70 Image Image

The article proposes the development of a technique for creating a logo using calligraphy. The initial stage of this technique is the generation of an idea for creating a logotype using calligraphy. For this, an analysis of the target audience and the wishes of the customer is carried out. The general composition, execution style, modular grid are selected in advance, the placement of the inscription on the given surface format is adjusted, which facilitates the work of a novice calligrapher. After the “framework” is formed and the inscription is drawn, each letter is checked for its grapheme, the choice of glyph shape and the search for letters to create ligatures, which makes the work more readable and finished. Moreover, already after the logo is ready, the digitization stage begins. The general features of creating a logo using calligraphy, which has several advantages and features compared to other methods of logo development, are considered. A comparison of raster and vector graphics technologies is made to solve the problem of developing a logo using calligraphy. A vectorized calligraphic logo is developed using the “smooth lines” method. The practical result of this work is the marketing concept of the inscription-logo “Gardarika”, which is designed based on the use of the author’s proposed method of creating a logo using calligraphy. This scientific and practical result allows solving an applied problem in the publishing and printing business, which consisted in the difficulty of creating a marketing concept of the inscription-logo of advertising products, and a scientific problem that is manifested in the lack of methodical support for creating a logo by means of calligraphy. The further direction of this research may be the development of a methodology for assessing the quality of logo design using calligraphy.

Keywords: calligraphy tools, logo, marketing concept, modular grid, general composition.

doi: 10.32403/0554-4866-2023-2-86-60-70


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