10. Contrast in Composition

Good graphic identities often use contrast to draw a comparison between two things. Usually that comparison begs a conversation, leading the viewer to wonder: Why is the weight of this letter different than that one? Why is this shape different than all the rest? And what does this all mean? Is it a joke? Does it suggest some deeper meaning? Contrast is a powerful tool in designing well-composed, meaningful graphic identities.


The O Group
Jason B. Cohen, J. Kenneth Rothermich

Convince and Convert
Bohnsack Design
Chris Bohnsack

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