CONTRAST10 Contrast in Composition

Contrast makes marks distinguishable. As a rule, the less contrast a mark has—both internally and with its surroundings—the harder it is to make it stand out.

The phrase “graphic identity” implies high contrast. A “graphic” identity has graphic form—it lives as an abstracted, simplified, high-contrast symbol of something. 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? Does it imply variety, evolution, individuality? ...

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