Here’s a quick design tip on logo design from issue 41 of Before&After Magazine.
How do you combine the word zero, youth, and the idea of diet-friendly into a logotype without drawing a single image? Exactly as Coke did with this simple typographic device—four letters, each skinnier than the one before.
Lowercase says young; extra space between letters keeps the setting light.
The cold silver outline adds chill (the product’s marketing slogan) to the image and physical dimension similar to Coca-Cola.
CreativePro members can download original content from Before&After Magazine, a beloved resource that taught a generation of newly minted digital designers how to design and communicate effectively with the written word. See our archive here.
© John McWade/Before&After Magazine, courtesy of Gaye Anne McWade.
This article was last modified on December 18, 2025
This article was first published on June 20, 2025
Commenting is easier and faster when you're logged in!
Recommended for you
Before&After: Design a Zig-zag Brochure
How to create a dynamic brochure in three easy steps
Get Many Images From One Original Photo
This 18-page article from issue 39 of Before&After Magazine shows you how to get...
Before&After: How to Cool a Hot Photo
How do we cool this photo? The answer is found on the color wheel.