Marketing Consultant - Berkeley Systems Group logo.

Behind the Design Scenes: Berkeley is a great example of the use of negative space in a logo (an often used designer technique were details are 'dropped out' using blank space to create shapes and recognizable items - in the case the letterform 'E' is dropped out in negative space). Berkeley Systems group is also a great example of a text based design (as opposed to the more 'wowy' illustrative and iconic types of logos). Designing a text based logo is more difficult that you might think - in order to maximize the logos 'uniqueness' it generally requires a custom logo font and typography treatment, as opposed to an off-the-shelf solution.

This kind of manipulation should not be trusted to a junior designer - text development requires skilled font design as well as kerning skills (kerning is the spacing between letter forms). A successful text based logo boasts the advantage of promoting the company name and accordingly, there will never be any confusion to what the logo represents. See our logo design tips for more information on the various kinds of designs, as well as the pros and cons of each.

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