Studio Brief 01 - Study Task 02 - Kerndown

 For this task, we had to pick out 3-5 letters from the box of type. This could be a random combination of letters or make up a particular word. Our group chose the word 'Hedge' as we wanted a mixture of a capital letter, an ascender and a descender.

We were then given different types of companies by Simon, and had 60 seconds to arrange the letters in a way that best represented the given company.

Our first company given was a 'luxury car brand'. We chose to have the letters widely spaced with a loose kerning, replication other brands such as Range Rover and Porsche. This gave a high-end, luxurious sense to the type and we felt this was most appropriate for this particular company (see fig1 below).

   fig1.


Our second one given was a budget food company. We decided to bring the letters in, close but not touching. This replicated the way the word would appear if it was just typed out in a standard format. The idea was to keep it simple and basic, as a budget food company is (see fig2 below).

  fig2.


The third company were given was a condom company. We decided to keep the kerning fairly tight again but instead tilted both 'e's so that they were on a slight angle. This meant that the overall word was fairly clean, safe and trustworthy but there was a playful element added with the titled 'e' (see fig3 below).

 fig3.

The next thing we were given was an indie band. We struggled more with this one as we felt restricted by our particular word and letter forms. Eventually we chose to have an extremely tight kerning, so that all the letters were touching. We felt this gave a more 'unique' vibe than a standard kerning width. Afterwards we realised a better idea would have been to put the 'e's the wrong way round or even upside down to add a funky, edgy element (see fig4 below).

  fig4.

Finally, we were given an IT company. With this, we decided on a looser kerning, but not too wide. We again went for close, but not touching. This was a very simple, straightforward style to reflect the plain, serious element of an IT company (see fig5 below).

  fig5.