Leosghost - 2:25 am on May 25, 2013 (gmt 0)
No. I am saying that when craftsmanship is missing it is most obvious. It's not personal preference at all. Punching keys to set type does not make proper typography. The Qantas logo was not well crafted and anyone with a smidgin of typography training should know that curved letters like O, Q and S should never ever be the same height as N and M.
That's only one example. Most headlines and brand logos that I see today are not properly spaced. Again it's nothing to do with preferences as there is a right way and a wrong way to do things. The wrong way can turn any word into pidgin English.
The bottom line is that by using a computer to set type can make it legible, but its use may not make one a good graphic designer.
The curved Qantas logo text is good..( and resonates visually well with the kangaroo motif's curves..the letters Q and S do not extend either above or below the others, their leading curves render this unnecessary ), however, the "slabby san serif" ( it looks grotesque ) with truncated "A"s, is awful, despite the fact that the Q and the S are actually slightly larger than the other letters..
disclosure..I do actually have a number of years of training in typography and design ( pre dating the existence of PCs ) ..and many years of logo design and signwriting etc, with "quills/pencils" ..and I'm aware of at least 3 other members here who have similar backgrounds which include typography..including at least one other signwriter..( a real "quills/pencils" one :) ..not merely someone with a computer and a vinyl cutter and a vector program with a box of fonts..
Most "logo designers" should be more accurately referred to as "letterhead and webpage masthead designers", because what they "design", may well look reasonable on a letterhead or a webpage, but will look crap ( and be unreadable ) on a moving vehicle, and wont "scale up" to look good and "work" on a building or if the viewer is themselves moving..and some are just "dire" ..the UK 2012 Olympics logo being a perfect example of both "unreadable" and "dire" ..But it cost a reasonably large fortune..and a lot of whalesong and joss sticks went into it..so a committee signed off on it..( or at least Seb Coe did..) writing the check on public money..