American department store Macy’s is the latest brand to usher in a logo redesign that’s so subtle you might not have noticed it. The new logo, above, sees the lettering made bolder and its tracking loosened up. Meanwhile the red star graphic is neatly lined up with the x-height of the brand name. But the absence of overshoots in the lettering’s curves is a major type design error.
If you’re not familiar with an overshoot, it’s the degree by which a round or pointed letter extends higher or lower than a comparably sized flat letter. So basically, keeping overshoots in mind allows your letters to look like they’re the same size. In the case of the new Macy’s logo, the stem on the letter ‘a’ is the same height as the bowl, which is a pretty big type design no-no.
It’s a flaw your average Macy’s shopper might not notice. And it’s a shame because all of the other type and graphic design elements appear to be an improvement on the old logo, below. The new logo’s move to align the red star with the lettering gets a thumbs up from us, and the tweaked tracking gives the brand name more room to breathe.
Source: Creative Bloq