Specialty Shop Logo

Ruprecht's picture

I've been working on this logo for awhile now for a class. I was randomly assigned a topic which was measuring devices for cooking, and ended up with the name "Measure of Taste".

The specialty shop is supposed to be in Chicago. My positioning statement is, "For working professionals who love to cook, Measure of Taste sells high quality measuring devices for cooking, and our knowledgeable staff will help you to find any measuring device you want, even if we have to custom order it".

I used Univers Thin Ultra Condensed so the logo can be vertically without being too tall. I shortened up the length of the increments on the right side too.

I don't really know what else to do on it, does anyone have any suggestions?



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Andy B's picture

It's too hard to read. Unless the viewer forces their eyes to scan the logo all they will notice is 'of'. The eye doesn't like reading from bottom to top (it's such hard work...). I also find the chopped 'U' in measure hard to read; it could be confused for 'II'.

I don't know what to suggest; you may need to start again from the beginning.

picard102's picture

Ya, it took me a couple of passes to figure out what it said.

aluminum's picture

Does it have to be vertical?

Quincunx's picture

Does it have to be vertical, is what I thought at once as well. I think it would read more easy horizontally, except for the 'U'.

Lex Kominek's picture

Cutting off the bottoms of the letters causes some problems, especially with the 'u' and 'a'. Your unicase solution for 'a' seems out of place. Maybe try all-caps.

Why are the tick marks on the ruler uneven?

"OF" just gets lost since it's in a different colour, font, and orientation to the rest of the text. I thought it said "on" at first.

I also do not like the vertical orientation of the logo. Usually (at least in Canada) when text is placed vertically (such as on the spine of a book or video box) it reads from top-to-bottom, not bottom-to-top. I don't know if this would help in your case though.

- Lex

Ruprecht's picture

Well, the reason I put it vertical is because mostly of what my professor guided me to do (although I don't agree for the most part), and the tick marks are just like the increments on a ruler, that's why they're uneven. And for the "OF" in between, I made it more horizontal so it was larger and easier to read, because if I were to use the same vertical style as the other letters, it would be too small and hard to read. I can't really think of any other way to do it, does anyone have any other suggestions?

Oh yeah, I tried it in all caps, but it's a little more difficult to read like that, at least vertical, but my professor doesn't want me to make it horizontal

Quincunx's picture

Is the design yours, or your professors'?
If it's yours, and you really want to do something the way you like it, then just do it.

As for the direction of reading (top-to-bottom and vice versa) on book spines, the standard differs from country to country. I'm sure that can be looked up somewhere.

James Scriven's picture

Ive found that some teachers really want it to be thier design and it leads to a hard situation for the learning student. They are trying to excercise their skills, yet being told to go about it differently. . . Does the teacher always know best in this kind of a situation?

Lex Kominek's picture

Sorry - by uneven I meant that the number of small ticks between each large tick is different, and the tick that "OF" sits on is spaced differently than the others.

- Lex

Chris Cleary's picture

In agreement/reiteration with Lex:

If you're cutting off the bottoms of the characters, those characters need to be as familiar as possible to the viewer, for instant recognition, so unicase is out.

rosem's picture

What font is it (a pretty popular font - Univers, Frutiger, ?) that was designed for great readability, so much that it could be cut in half and the top part of the text could still be read correctly.

I remember someone presenting a project in class that was made in this font, and it was part of their concept.

Anyone have a clue to what font I'm talking about ? :)

timd's picture

>Anyone have a clue to what font I’m talking about ? :)
Pretty much any textface can be cut in half and the top half remains legible (to a degree), especially in lowercase.

My take on the logo is that it is rather cold and scientific for cookery, I would approach it from the direction of the love of cookery, rather than the accuracy of measurement (surely one would expect that such devices are accurate anyway?).


Quincunx's picture

You can indeed cut most lowercase typfaces in half, and the top remains legible. But you must consider the place where to cut it. On the 'e', for example, if you cut below the horizontal stroke, it can also be an 'o'. Some characters will almost always give problems, like the 'u' and the 'p'.

andrew_baker's picture

I remember someone presenting a project in class that was made in this font, and it was part of their concept.

Anyone have a clue to what font I’m talking about ? :)

I dont remember the project with the font, But I remember someone working on a business card with tickmarks.

Does the teacher always know best in this kind of a situation?

They dictate your grade, so you must be persuasive in communicating your design choices. It's not a democracy.

Quincunx's picture

It may not be a democracy, but I for one hardly ever let the teacher dictate what I need to make. I want to be able to say that something is my work, I can't honestly do that if a teacher decided everything. You should of course support your confidence with good arguments, but never ever give in at once.
You would basically betray yourself if you do, in my opinion.

andrew_baker's picture

Dont ever let anyone herd you into a design. Just be aware that your vision for your project, and your professor's goals are not the same.
How do you acheive a balance? You are not making art for pleasure.

sch2525's picture

I agree with everyone regarding the vertical letters; they are harder to read. And it does bother me that the tick marks are not eqidistant. But to play devil's advocate, if you were to make the logo horizontal, then it would look more like a ruler (which I presume you wouldn't want) rather than a measuring cup (which obviously you read vertically).


Ruprecht's picture

Yeah actually that's one of the reasons that I made it vertical now that I recall

adnix's picture

While measuring cup tick marks are vertical, the numbers on the cup are horizontal.

It seems to me that you could set your text horizontally stacked, flush right:

You could then put your ruler to the right, as in your previous example. The horizontal lines in the Es would echo the tick marks.

James Scriven's picture

I had an A going into my typography 1 class. . . final project, personal stationary system. . . failed the class because teacher didn't like my direction and I didnt like her attitude. It went beyond the project, to the principal. . . Did I deserve to fail because of a bad project. . . Fail the class that is and then have to pay to take it again.

Still bitter, however I took it again, with the same teacher and took the shiny "A" and type set her upside the head.

Lex Kominek's picture

I like David's suggestion - you could even make the 'E's look more like 'Ξ's and just continue the pattern above and below, screened out like your example.

- Lex

Kristina Drake's picture

If you stacked Measure of Taste like adnix suggests, it would ressemble the shape of a measuring cup. Most objects used for measuring in cooking are cup-like, not long like a ruler.

You've got the concept of "measure" in the logo, but where is the "taste" (of the mouthwatering kind)? These are cooking tools, not laboratory beakers. I'm not sure accuracy and measure needs to be the focus.


umlautthoni's picture

I was able to read the logo without any problems. The only suggestion I would make would be if I'm not mistaken, measuring cups tend to have black and red for the tick/increment labels. Maybe try the Measure of Taste in red or just Measure & Taste, leaving the of the way it is.

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