Kerndown

Kerndown

For this exercise we had a time limit in which we had to arrange letterforms and experiment with kurning to achieve a specific style for different brands, using only the three letters chosen.

Luxury Car Brand


For the luxury car brand we used large spacing between letterforms reminiscent of brands like Chyrsler; the kerning seems to imply luxury as many luxury brands use this spacing, exuding confidence as they take up space unlike budget brands. This conveys this is a less accessible brand to the general public with their sleeker looking logo thanks to more drastic kurning.


Budget Supermarket


Highlighting the opposite approach to the luxury car brand, budget brands tend to use tighter kurning suggesting a friendly, more accessible approach. You see this featured often with brands like Asda, where there is not even any space between letterforms which seems to suggest a more community feel and in this instance affordability for all audiences.
 

Condom Company


For the condom company we decided to go for a more playful outcome, with irregular kerning with letters sharing different baselines. It may even appear to visually come across as fallic imagery, which suits the context , yet keeping the d and b on the same baseline we tried to retain some form of regularity and reliability as a main concern for the buyer would be that this product was reliable as the reality of the consequences if it wasn't it rather serious.

Indie Band


For the Indie band logo we also wanted to be more playful and look into using different baselines and decided on having the d on a separate line to o and b. This further creates a more triangular appearance which many indie bands use to represent letters, usually an A. So the actual shaping of the letterforms seems in this instance more important then the actual spacing, although we didn't want them touching as this may appear too soft, and often these bands want to convey they have a different approach and want to move away from conformity, which we can see especially here with the logo for 'The Locals' with their ironic name to match.