I'm designing a logo right now and wanting to be typographically correct. The tag line of the logo is kerned large to fit under the name of the company. There is a comma and period in the tag line. Should the comma and period be kerned the same amount as the letters?
Here is my an example of what I'm trying to explain.
M A N A G E M E N T C O M P A N Y , I N C .
or...
M A N A G E M E N T C O M P A N Y, I N C.
Thanks.
My thoughts would be that if you're not going to use any spacing in the line at all between words or punctuation, then you should kern them the same as the letters (the top example). This way they don't get lost and aid legibility.
Is there any particular reason why you're not using spaces in the line?
I'm using spaces between the words... I have no idea why it's not displaying on the post.
Any particular reason why you are including 'Inc'.?
I understand it's the formal name of the company but I'm a big believer in not including 'INC.' 'LLC', 'LLP', or 'CORPORATION' in logo design. No where does it say you need to spell out the full legal name of a company in their mark.
Take a look at Fortune 500 company logos and you never see them. Below are just a few.
Nike, Inc.
PepsiCo, Inc.
McDonald's Corporation
Adobe Systems Incorporated
Apple, Inc.
Yahoo, Inc.
Microsoft Corporation
IBM Corporation
Hewlett-Packard Development Company, L.P.
> I’m using spaces between the words... I have no idea why it’s not displaying on the post.
The Smarty Pants routine on Typophile automatically closes up multiple spaces. If you want to indicate extra spaces you'll need to hard-code in a or two.
Don't track the punctuation as fully as the rest of the caps. But don't have them fitted tight either. They shouldn't stand out on their own by having too much space; nor should they cause a darkened spot by being unnaturally close in.
Thanks Kentlew.
What Jeff said.
And if the company reps won't believe that they are allowed to make a logo that doesn't use the official company name, remember that you could stick in INC at the end somewhere in a much smaller size, orientation, etc. Then you could just drop all the punctuation.
The descriptive inc is dependent on company condition and location. For example, the UK equivalent might be ltd or plc. Consequently, if your client anticipates that they might change size, or that they might one day operate in new locations, or that government regulations might one day be revised - then maybe they are obliged to drop the inc from their logo?
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