Study Task 02 - Kerndown

Kerning 
-The space between two individual letterforms.

Kerndown Task.
For this task we had to choose 3-5 letters out of a box. We wanted a mixture of ascenders, descenders and a capital letter, we ended up choosing letters that formed the word 'Hedge'.
We then had 60 seconds to arrange these letters to represent the type of company Simon and Ben gave us.



The first company we were given was a luxury car brand. We thought about existing luxury car brands such as range rover where this is found spaced out and written across the front of their cars. Therefore we recreated this with our word. (See image above)



The second company we were given was a budget food brand. For this we thought about basic brands such as tesco value who use a very simple design for their branding. We chose to keep the letters pretty close as though they had been typed out and not altered. (See image above)



For the third one we were given a condom company, we thought about the fact it needs to look quite fun as it's main duty would be to encourage young adults and teenagers to perform safe sex therefore this is their target audience. We decided just to slightly tilt the e's and keep the rest of the letters straight and close together to keep it looking reputable as it is a brand you need to trust. (See image above)


 The fourth company was an indie band, we struggled with this one a little bit because we found it difficult to rearrange our particular letterforms as they are all very round and difficult to slot together. We decided just to put them as close together as possible taking inspiration from bands such as blur and arctic monkeys. (See image above)



The final company was a IT company, we needed to reflect their professional ethos and create something with uniformity. We decided to space the letters out a little bit but not as much as we did for the luxury car brand as we wanted to maintain a level of seriousness and not be too playful with it.