Ligature Logo Project
What is a ligature logo?
A ligature logo is the blending of multiple letters tied together to make a compact signature. A ligature logo is perfect for companies that are known primarily by their initials and not a symbol.
How would you describe the corporate identity of ESMA in five words?
I would describe the corporate identity of ESMA as fun, fresh, unique, self-expressive, and ever-changing.
Which logo out of the two do you feel is the strongest and why?
I feel my first logo is the strongest because it matches the corporate identity of the company best as being fresh with the youth and able to be changed over time through the logo's rounded edges and soft gradient.
If you had no requirements or restrictions how would your logo look different?
If I had no requirements or restrictions, my logos would have more colors, including a background color, so they could really pop to the audience. I would also use different letters because I found it difficult to work with the letters E, S, M, and A (in that order).
Explain which ligature techniques you have demonstrated on each logo.
In my first logo, I used the "shared stroke" technique to connect all the letters together with a single line. The knife tool was crucial in the making of this logo to cut & paste different parts of the letters to emphasize unity across the design. For example, the hump that joins the M and the A is originally from the top of the M. In my second logo, I used the "reverse the field" technique to make each letter stand out. I overlaid the S and the A over the E and the M, made the former letters white (the same color as the background), and extended the latter letters' points with the pen tool to frame them. I also made sure to take advantage of the shape-builder tool in both of the designs so each piece of the shapes could be part of one group.
