Kerndown

Kerning:

Grids:

There are many different types of grids, the Golden Ratio is based on the principle of dividing a line into two parts relating to each other at approximately 1:1.618. This represents the Greek number for phi and plays a significant role in geometry especially in construction of pentagrams and pentagons. When 360 degrees is divided by golden ratio the angle is 137.5 the pattern that's created by the angle is repeated throughout nature contributing to the belief that everything beautiful has the golden ration within it such as flowers. The Golden ratio can also be seen in work by Albrecht Dürer who attempted to define the perfect grid system for the construction of letters in his 1525 treatise Of the just shaping of Letters. It is also believed that the Apple logo can be divided into the grid system derived from the golden ration however this has been disproven by the designer Rob Janoff who claims to have not used the golden rule grid system when designing the logo. 

Kerning is the spacing between two letterforms. This is important as it can alter the way we look at a word, name or entire brand as the kerning within a word can alter the connotations we have with a certain word. Tracking is the space between letters within a piece of text which can be alter to make a piece of text more legible for the reader. 

Kerndown:

Within this task we had 60 seconds to alter the kerning between letterforms in order to reflect the impression given to a customer from a certain type of brand/company. Our first company was luxury cars (see figure 1) for which we used wide spacing which was influenced by other luxury brand such as Range Rover and Mercedes. We then looked at cheap food companies (see figure 2) for which we chose close spacing without baseline as has little technical design due to the budget nature of the company its intended to represent. Our third task was for a condom company (see figure 3) for which we chose even kerning in order to create safe and reliable impression on the audience so the brand looks trustworthy. Afterwards we created kerning for an indie band(see figure 4) which we had no baseline and no clear spacing in order to reflect chilled and relaxed theme of music. Lastly we looked at an IT company(see figure 5) for which we chose close spacing but not touching in order to represent strategic nature of company and the idea that IT connects people and systems together.  

Figure 4

Figure 2

Figure 1

Figure 3

Figure 5