Ever come across a design that you treat differently just because you enjoy looking at it? For me, this Aquage bottle is one of those. My other products live in the closet, but this one stays out, brightening every day with its colors, gel bubbles, and especially its logotype, which is a beautiful blend of simplicity, lightness and flow.
Aquage begins as an off-the-shelf typeface — Helvetica Neue Ultra Light Extended — set tightly in lowercase. Helvetica is feminine and fashiony — light, airy, and, in this setting, curvy; aquage has no straight or angled letters (like kwx). Helvetica has spiky stems, tails, and other details, however, that chop and interrupt the flow. These letters are reworked to eliminate the spikes, which transforms the otherwise ordinary setting into a beautiful logotype. Smart!
Round off the spikes:
Shorten the tail:
The beautiful, smoothly flowing result:
Type alone makes great logos — many of the world’s most famous, in fact! That’s great news for the less-than-artistic among us. To learn (much) more about creating text-only logotypes, get a copy of Before & After article 0660, or read it in your Master Collection DVD.