one talent that differentiates a design pro from an amateur is his/her typesetting savvy. below is a splash of logo drafts i’ve provided to sun and moon yoga studio (arlington/fairfax va). when art is presented in black ink only, the strengths and weaknesses of the forms rise to the surface. note the interplay of fonts and illustrative elements. be on the look out for desktop publishers who create “art” in non-designer programs (like anything microsoft, for example). all he or she is doing is typing with a system font. there’s no consideration for things like kerning (the space between letters), texture, balance between elements, etc. there is a general lack of sophistication.