Insight, advice, news and chit chat

5 Rules of Typography

Typography surrounds us everyday and most of us aren’t even aware of the impact it makes. We see things written, words grab our attention, we’re swayed into thinking and feeling certain things and we don’t stop to think why.

So maybe it’s time to sit up and take note of these little letters that make such an impact on our every day lives. Here are 5 rules of typography that might make you start to look at things in a different light and realise that no well designed type is ever an accident.

Kerning is key

Kerning is the space that occurs between letters in a word. Most people assume that this is automatically done within editing programs but the truth is that a lot of fonts don’t have great kerning. If the spacing looks wrong to you it probably is. Trust your instincts and fix it by manually adjusting the spacing. It’s time consuming but it can be the difference between a good design and a great design.

Amy and Keren

April was an unusual month. As you may know, we have a number of South Africans who work for Top Left Design – Tamlyn, Amy, and JP – and in addition, I used to live there and half my family is South African. Amy lives in Cape Town, and Tamlyn was getting married (to Jack, who is English) in South Africa.

Amy and I decided it would be a good idea for me to visit South Africa, and she and I would both go to Tamlyn’s wedding together!

You may have noticed by now I have a special event next Thursday and we are donating money people from the event to Battersea Cats and Dogs Home because Tamlyn, our Creative Director is  is going to be running the London Marathon next year for The Battersea Dogs and Cats Home.

The Battersea Dogs and Cats Home, or “BDCH” as it’s called, is an animal rescue organisation with a very clear and inspiring aim – to never turn away a dog or cat in need of help. Every year, Battersea Dogs and Cats Home cares for over 10,500 dogs and cats.

Some really good reasons we are supporting them:

They have their work cut out for them. Just like we do with “cleaning up the internet” – their work could be said to be arguably more important.

It all started out with a conversation almost two years ago in a pub with friends. “It’s my 30th this year, I want to run the New York marathon, whose in?” Well, I’m not one to turn down a challenge (plus a few beers helped with the surety that we could do this) and so I agreed to run it with him.

It turned out to be one of the best feelings in the world, running that marathon. You are tired and weary, painful doesn’t even begin to describe how you hurt at the end, but the feeling of accomplishment as you cross that finish line is something else and makes every mile trodden in training worth it.

Now that the event we went to Ibiza to plan, we can relax and look back fondly at how amazing it was.

Special thanks go to:

  1. Neil Baylis from K&L Gates for hosting the event
  2. Noirin McFadden from K&L Gates on making your online marketing legal
  3. Will Watts for helping us setup and run the event
  4. Tamlyn Hall for her amazing cupcakes
  5. Our audience for being so enthusiastic and sharing the event on Twitter
  6. Tamsin Fox Davies and Alicia Cowan, the 2 other speakers, for spending time with me in Ibiza planning this event

Whatever you do, do it well!

evolution of a logo

Your logo is the main element of your branding which you’ll use pretty much everywhere along with your brand colours. Two people who understand the importance of logo design and brand colours are our very own Tamlyn Hall from TLD and colour consultant Karen Haller.

Karen Haller is an Applied Colour Psychology Specialist.  She helps business owners to communicate their brand’s authentic business personality in colour, further strengthening their marketing message to increase brand recognition by standing out from the competition and increasing sales.

BEFORE: Recognise & Relieve old logo & brand colours

Recognise & Relieve old brand colours

In analysing the old Recognise and Relieve brand colours Karen Haller found that the brown colour palette is from the colour family related to the Autumn season. The monotone variants of brown give an overall subliminal message of safety, seriousness, reliability and support.

Looking at the brand’s core values – aiding positive change, healing and self awareness in a calm and nurturing environment, the old brown monotone colour palette may have, over time, reflected a feeling of heaviness, reluctance for change and seriousness.

We have been working hard on our newsletter, as we always do. And it’s ready to send! In this one the illustration was done by Tina and Amy worked on the graphics for the rest of the newsletter. Other newsletters often feature illustration work by Tamlyn – who drew our owls! Those of you who dont subscribe, you’re missing out! We almost always do special offers, games and prizes. Our latest creation involves a theme – “Make Do and Mend” which goes with the whole “January Austerity” feeling. No point in being frivolous and overly extravagent – it’s just not the done thing! So, in our newsletter we have listed “8 free or almost free ways to improve your presence online.” We do like the number 8!

We also like the number 3 – so watch out for the 3 offers within the newsletter.

Read it here and let us know in the comments below what you think!