Financial logos - Aviva Capitol Management & Financial.

Behind the Design Scenes: While iconic/illustrative corporate identities and logos have an easily recognizable 'ah-ha'' factor, text based logos are deceptively difficult. It's not easy to use an off-the-shelf font or typography, (without heavy customization) and certain letter shapes are difficult to work with because of spacing issues. Hand kerning (arranging letter forms so that they appear visually correct despite different spacing and widths) is an art in itself, and it's not very often that an experienced designer can, or will, rely on the automated kerning as executed by most design software (accordingly, this is yet another reason why so-called logo templates don't work for a corporate identity method - most examples of this type of design feature the words 'Your Company Name'. It's not just a matter of changing the words, but the letterforms have to be hand spaced lest the logo look unprofessional). Aviva Financial is a nice example of a simple text based corporate identity. The logo consists only of the company name (the tag line can be removed whenever desired) in one color, making the identity artwork perfect for a vast variety of marketing material - from corporate logo apparel to traditional business cards, stationery and the like.

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