I recently viewed a Lynda video following the work of Doyald Young, a logotype designer specialising in the area of pencil drawn calligraphy. The documentary touched on some of his work including the redraw of the Prudential logotype (below). Fine adjustments made to character tracking I.e. The distance bettween letters improve upon readability and give a new zest to the way the wordmark is read (from left to right) this can also be aligned with brand and tone of voice to give better coherence throughout a company both internally and externally, a brand is more often than not, the greatest and most valuable asset of any company.
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| The finely adjusted Prudential word-mark |
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Doyald Young's life's works
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