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 Tip: Good Design Must Have a Focal Point
Learn how to create a focal point that will give your design holding power.
Before&After: One-Line Design
How to make expressive designs easily and quickly with just a line.
Before&After: Evocative Business Card for a Tiny Budget
This musician’s business card gets a lot of visual atmosphere out of just a few...