Designing the SkyMall Logo…
(or: a conversation I have with myself every time I fly for the entire flight)
Okay, so let’s make it a simple wordmark, but stacked on itself. Okay, cool — so we should probably do it all uppercase if we’re stacking it with some white space between th—… Oh, okay, you want it stacked directly on… ok. But if we do that, it might look a bit weird. What? You’re sure you also want it lowercase? Because the lower-case ‘y’ has a descender that will—… Just make the ‘Y’ capital? Really, because, then you, uh, have a capital ‘S’ and ‘Y’ but the ‘k’ is lowercase which—… No one will notice? Okay. The thing is now the bottom of the Y is sorta landing on top of the two ‘l’s in Mall. Just move the ‘l’s over to the right? Alright, the thing is, that uh sort of leaves the ‘a’ just sitting there alone with really weird loose kerning? It’s fine? And you’re sure it doesn’t bother you how the ‘S’ sorta merges with one side of the ‘M’ making it into a vertical ligature, but the ‘k’ sorta checkerboards against the other side of the ‘M’? No?
Alright, so you’re good with this?