Kern DownFor this task, we were looking at the power and impact of kerning with logo type. We were given the same set of letters in groups, and in 30 seconds had to demonstrate our knowledge of how kerning would be used for different companies/industries.
Luxury Car Brand
Evenly balanced kerning, making it easy to read, look smart, and professional. The subtle use of kerning, reduces the look of the logotype being cluttered. The smooth easy read transition to each letter (due to just the right amount of kerning) gives the impression that the company is professional, smoothly functioning and adds to connotation of Luxury.
Low Budget Supermarket
Tight Kerning, easy to read and simplistic - connotes the cheap and friendly/ approach of the shop. Sometimes in lower case (no lower case letters given in this exercise to use) is often used, this adds to the friendly approach the logotype gives, giving a cheap and cheerful overall look.
Condom Company
Tight kerning, to represent intimacy, relating to the brand and its product. However, after further reflection on the task, and comparing everyones approaches, the idea of having the wording with really tight kerning may give off a less friendly and trustworthy appeal.
Indie Band
Spaced out Kerning and experimental letter composition, inspired by the CHVRCHES logo, creating a unique and interesting look. The rather comical/quirky composition of the logotype reflects on the unique and alternative style of Indie Music.
IT Company
Small Kerning, like the Luxury Car Brand layout, making the logotype look professional and easy to read, also a play on mathematics/science placing the c like a square root.
Overall, this was a really great exercise, just goes to show how impactful kerning can be through Logotype, I will definitely be taking this into account with my Logotype Project.
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