Kerndown Task

For this brief study task, we were asked to experiment with kerning. We were given multiple different general brands and companies which we then had to represent through just changing the kerning of random letters.

Budget Supermarket

For this one we used tight kerning, and a mixture of uppercase and lowercase letters. The letter s may also appear of the baseline to represent the cheaper brand. 

Luxury Car Brand

Wide and loose kerning were used for this company, to represent elegance and high quality as white space usually connotes quality. 

Condom Brand

This had to look both safe and fun at the same time, therefore we kept kerning quite tight, but then placed the 'f' on a slant to represent the fun side and to appeal to young people.

Indie Band

The balance needed to be found between keeping some form of construction to the type; but at the same time the type needed to look unique and quirky. Therefore we decided to take some of the letters slightly off the baseline, whilst still being legible. We also kept the kerning quite tight but with some spacing.

IT Company

The Kerning was kept tight here, but spacing was also needed to show that high end feel to the company. It needed to connote a connected and strategic approach, whilst not being completely joined together. 

From this task, I learnt that kerning can make such a difference to what a word or company represents. Just by using random letters and changing the kerning, you can create a well known brand that people will recognise. Kerning can give type personality.