Font or logo. Differences in Approach.

A type designer, a calligrapher and a graphic designer making a logo work with letters, but they approach this material differently. All three deal with a scale from absolute rhyming to complete variety. Some ways to rhyme characters in a logo: rhyming position: beginning - end, top - bottom, etc. (many signs are built on a mirror image or a 180° rotation); borrowing details from one letter from another: bringing similar elements to complete coincidence; omission of elements designed to force the viewer to mentally complete what was missed: Interletter gaps or lack thereof, ligatur...es; a game with scales, when large signs correspond to small ones, color or tone.