Kerning: to adjust the
space between individual letters to usually achieve a pleasing effect
or establish a specific style.
In this studio activity
we were told to change kerning on words to represent a specific
industry, two of which were a luxury car and an IT company.
To
represent the luxury car company we decided to enlarge the spacing,
so it would maintain a bold ‘stand alone’ effect, yet rotate the
centre O in order to look like a wheel. By using this rotation the
design was no longer as smooth, yet created more attention as the
angle was abnormal.
For
the IT company we decided to use close kerning to make the letters
touch, this was to create a ‘direct’ and ‘instant’ feeling
for the efficiency of the company. It was discussed afterwards that
negative space should have been considered, as by making the letters
touch the design becomes too friendly and personal for an IT company.
This is true, yet despite what is usual for an IT company, I think
connecting the letters makes them become more approachable to certain
customers.
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