Typesetting is a Key Differentiator

one talent that differentiates a design pro from an amateur is his/her typesetting savvy. a logo project like the one i recently did for sun and moon yoga studio (arlington/fairfax va) is a perfect test. when art is presented in black ink only, the strengths and weaknesses of the forms and elements rise to the surface. be on the look out for desktop publishers who create “art” in non-designer programs (like anything microsoft, for example). all he or she is doing is typing with a system font. there’s no consideration for things like kerning (spacing between letters), texture, balance, etc. there is a lack of sophistication.