Aeumlriality, the name of a Virtual Reality Software. The product is targeted towards teengers to thirty years olds, with It's highly advanced technology, Aeumlriality offers customers an outer world experience in High Definition. The tech will be accessible through apple, and one can activate the VR goggles through the app functional on iPhone, iMac, and iWatch (as shown above).
Overall, the logotype is perfectly created to hit all the criteria to fully represent the meaning and purpose behind the name of the product and then product itself. By using the Futura typeface, the evenly weighted and sharp apex logotype forms a sophisticated, controlled and yet approachable look. Through development, Futura with heavy weight of thickness proved to be more successful, easy to read, and approachable to those audience members of a younger age, compared to the hairline futura typeface that was designed amongst the five final logotype approaches.
The even composition of kerning reiterates a form of control and professionality towards the product, with wider kerning compared to the original Futura typeface, the negative space forms a relaxing, breathable composition, and is easy to read, which works well for such an unknown and long word like Aeumlriality. Through analysis of space film logotypes, I realised wider kerning also connotes a form of movement, as if the letters were separating from each other, almost a typeface with no form of constraint, which represents the meaning of the product; no restraint to virtual reality.
By removing the crossbar of the A and forming a conceptual eye, the overall look of the logotype becomes unique, and creates a form of symbol based of the context and purpose of the product; this further relates to one of the purposes I wanted the design to attain, being alienated. The symbol mimics a form of hieroglyphics becoming something interesting and new. By having a new and unique look the logotype becomes one of a kind and timeless, it's not as easy to link to other existing logotypes, and the use of just the A as a form of logo (shown above on iWatch) further reiterates that point; it becomes it's own trademark, something simple, intriguing and memorable.
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