Logotype Similar Brand Analysis

Both thick and thin transition has been used and research into the company shows that this is supposed to represent morse code as the founder of this company's father was the founder of morse code. It also represents the transition in music. The 'S' logo image is to replicate the clicker that was used to type in morse code. Although it is a sans serif font, the transition in the type adds another dimension and almost makes it look 3D, to enhance the sense of hearing and touch etc. All the letters are capitals and are equal at the same x-height and baseline, creating the word as a whole. It almost makes it seem to fit on the lines of a music sheet, which is a grid in itself. The kerning seems to be equal throughout, but is quite spaced out, to represent the high end feel of the company. 

The typeface used on this logotype is the brand's own, it was created by themselves. JVC stands for Japan's Victor Company and the typeface design seems to be represent the identify of the country itself as the type looks like symbols rather than letters, relating to the Japanese alphabet. Although this font seems to be the most outdated of the others, as it was founded in 1930s and their logo hasn't' been changed since; but this is the current trend of nostalgia in logo design. The Logotype itself has very structured lines, both the flick of the 'C' and 'J' are at an equal height. The 'C' has an almost closed apperture.

This logotype was created by Jef Ingram, and similar to the Beats logo, the typeface has quite curved and organic lines, which could connote sound waves and link back to music. On the top of the 'Y' they have used a diacratic, which could represent the stacatto note within music. Both the 'a' and the 'd' have an open apperture which creates a contemporary feel as these headphones are mostly aimed at young people. Th letters have a low x-height and the letters seemed to be squished, the bowl of the 'a and d' seem oval.

The beats logo is probably one of the most famous, the circular bowls and shapes of the letters are used to represent vinyls and CDs, but the top logo is supposed to create a head with headphones on, only using geometric shapes. The kerning on this logotype is quite tight as the letters are quite wide, especially the counters of b, e, and a. This tight kerning is used as a contrast to the curved and circular letters. 

The typeface chosen here is a mixture of Univers and Akzidenz, two very modern and contemporary typefaces, to represent the personality of the new age of technology of wireless headphones and speakers. The simplicity of the logotype means that consumers and the audience will focus entirely on the audibility and quality of the brand rather than the logo. Therefore comparatives are made between readability and audibility. In some ways the logo represents the sound quality and high end products of the brand. The symbol that has been placed with the logotype seems to be a ligature symbol of some sort between the letters 'a' and 't'.

The company is based in Singapore, which similarly to the JVC logo, their typeface kind of represents the language of the origin country. Geometric, sharp shapes and letters have been used, to represent the structure of music. The crossbar of the 'A' has been lowered, to create a shape and logo of some sort in itself. It also means the 'A' is off the baseline which draws the eyes attention to the centre of the word. The mark makings of dashes and lines are similar to those on music notes also.

To conclude, all the logotypes I have analysed, none of them use a serif font, as technology and music is still quite a contemporary thing and new musicians are coming into the industry all the time, therefore logos need to be fresh and inspiring. They almost all very structured and ordered along a grid of some sort and are all equally spaced out within Kerning. Overall after looking at similar brands, I think Futura was the perfect choice of font and I should experiment with shapes, negative space and line transition.