OUGD403 - Study Task 03 - Kerndown

Task: Using between four and six letterforms, in groups we had sixty seconds to create a logotype for a specific type of company or brand given to us, where we had to consider the use of kerning and how this represents the brand and the way the type is 'read'.
This task was aimed at showing us the impact of kerning in typography, how we unconsciously recognise certain brands or companies based on their use of kerning and how the brand is represented through this.

(1). Luxury car brand.

The kerning for a luxury car brand was typically identified as wide-spread by most groups, as you would see in examples such as, BMW, Jaguar, Peugeot and Bentley.

The slight rotation of letterforms was another element the group thought would make it distinguishable as a luxury car brand. However others were not sure this would typically be used in this particular context, although adding a character trait which could potentially make a real brand recognisable.

Fig. 1. Luxury car brand.

(2). Budget food brand.

It was recognised that a budget food brand would have very basic kerning and virtually no defining characteristics, therefore the group made no attempt to strategically kern the letterforms. In relation to this, it was agreed that budget food brands rarely use a baseline when setting out their type, therefore we set each letterform within the x-height and took the 'S' below the baseline where it would not normally sit.

Through rotation of the letter 'M' the group created a crown shape that sits on top of the letter 'P' to represent how many budget food brands have a small image above or next to the type, such as Aldi, Morrisons Savers and Lidl, which rotates the 'i' slightly. Similar arrangements can also be seen in company logotypes such as McDonalds, Pizza Hut and Pepsi.

Fig. 2. Budget food brand.

(3). Condom company.

For this particular company, the group made an attempt to keep the kerning of the letterforms fairly equal-spaced, in order to keep the letterforms looking clean and tidy. If this was not the case then the brand may not be perceived as reliable or trustworthy, which is why clean and strategic kerning is particularly important for use in brands such as Durex.

However, the kerning and layout of the letterforms was also seen as generally quite playful in condom brand logotypes so to represent the nature of the brand and company. Therefore, the group attempted to create an image that sits next to the main type using rotation and manipulation of spare letterforms to create a shape of a phallic nature to, again, represent the nature of the brand. However, in the sixty seconds that we had to create this logotype the 'image' extends below the baseline which does not look as clean as it should for this type of brand, therefore next time the group should perhaps move this up slightly so that the 'O' sits on the baseline with the rest of the letterforms.

Fig. 3. Condom company.

(4). IT company.

The purpose of most IT companies is to connect with clients and the services they provide. Therefore the kerning for this logotype should be very tight and close-spaced to represent this 'connecting' connotation of the type of company. The group decided to push the letterforms together so they are practically touching, however the kerning style for most IT companies is close but never touching, as this can cause problems in how the letterforms are read. It also represents a sense of uniformity within the logotype.

Fig. 4. IT company.

(5). Indie band.

The group decided that the branding for an indie band should make use of manipulation and rotation of the letterforms, therefore arranging them into a shape that resembles a square. To do this the letter 'S' was turned onto it's side and the letter 'a' was pushed to a slight angle, sitting between the 'M' and the straight section of the letter 'd'.

Fig. 5. Indie band.

Again, the kerning is close but not quite touching, apart from the spacing between the bottom two letters which is considerably wider than the kerning of rest of the letterforms.
The layout of this type therefore resembles the word 'indie' as being 'independent' and not the typical layout or kerning you would see more typically in big company logotypes.

This task certainly achieved it's aims in showing me the importance of kerning in typography, as it can have a huge impact on the way the brand or company is viewed by an audience of people or clients. It also made me consider how certain companies mostly stick to a specific way of kerning in order to represent themselves in a particular way, and I will be sure to strategically make use of kerning in my own design work.