Swift is a personal project. I wanted to create a clean and bold modern logotype with an emphasis ligatures.
I usually create lettering pieces with separate letters. This project was an occasion for me to work on ligatures.
The goal was to create a strong feeling of fluidity.
At an early stage, I knew I wanted to create a strong identity with the “sw” ligature. I drew it over and over to get it just fine: it had to feel natural, without distorting the letters.
At the beginning, the “w” was separated from the “i”. It took me time, iterations and feedback to find a good and natural way to make a ligature between the two. I made it low enough so it wouldn’t create and “r” looking shape.
I also made the “ft” higher than it was because I realized they were causing balance problems.
I quickly took my early sketches to a larger scale in order to be able to handle the details better. It took around five clean sketches to achieve a good enough result for me to take it to the computer. All those iterations were necessary to achieve the right thickness, inclination angle and kerning.
I started with a first, quick vectorization pass, as I always do. This gives me the opportunity to place the key points and get a first impression of what to do next. What I like about this technique is that it allows me to work on the piece as a whole, and not prematurely obsess about details.
The first pass took about 15 minutes, then I spent multiple hours tweaking and refining every point.
After I completed the vectorization process, I realized that the inclination angle was a little too strong. I corrected it by about 3° to the left.
I picked Lochmara blue and white for the logo. It gives a very clean and peaceful feel to the logo, and it works well white on blue and blue on white.
The result is a great-looking and modern lettering that works well at small and large scale. It would suit about any business or product with a bold and dynamic incentive.