presentation two
Client: Zag Man LLC
Below are sketches that display our search for the most natural and beautiful ligature options. At the end of the presentation, there are three directions – with varying degrees of complexity and subtle differences in detail – for you to choose from.
Directions 1/2 – These directions are similar to the simple swash design you liked from the previous round. I modified the swash between the g and the M slightly in these versions. The previous swash was angled to match the slope of the letterforms and this, updated swash, is horizontally oriented, which helps it flow with the logo better.
There are two differences between the top(1) and bottom(2) directions: The alternate Zs and swashes extending from the Ms. The top option uses a Z where the center stroke contains both rounded terminals (ball shaped forms on the end of stroke), while the bottom option divides the terminals onto separate strokes. I prefer the top Z for its better balance. Also, the top M is simplified, while the bottom M is more complex and loops back through the a and n. I think both of these options are equally balanced and the choice comes down to preference.
Direction 3 – The third direction is a more complex design. Instead of a standard ligature, where one letter connects directly to the other, this design interacts and words themselves connect and interact with each other as a kind of ‘super ligature’. Overall, I think it’s the strongest complex version from the sketches because it feels natural, contains a lot of detail, and maintains legibility.
Below is an updated rough Z monogram. Instead of being entirely upright, it maintains a slight slope, which better relates it to the logotype. I’ve also used the Z with the two terminals resting on the ends of the middle stroke for improved balance.
I held off on revising a ‘extra complex version’ for now. How we approach this design will depend on which direction you’re interested in from this round (1/2/3).
Thanks for reading! Let me know your thoughts whenever you’re ready. Once we’ve narrowed in on the favorite direction, I’ll get started on revised illustrations and final digital traces.
All the best and talk soon,
Stephen