Logotype Adjective and Typeface Research

The brief was to create company from a specific given word, which would then need be branded with a Logo using only type. The word I was given was Acoustic, obviously the first thing was to find multiple meanings of the word.

- Sense of sound or Hearing

- Electrical Instruments not having electrical amplification

- How sound is transmitted in a room

 - The branch of Physics associated with sound

I then began to plan out ideas of which companies could be associated with the word, I decided to create a brand for recording studio equipment e.g, microphones, speakers, ear pieces.

I was given six typefaces to choose from, I then looked further into the history of these typefaces and how they were created to make a suitable choice and which would best represent the personality of the company. 

Century

Specifically designed for body text, initially created for 'Century Magazine'. The characters have finely pointed serifs, with low stroke contrast. I thought this font was too delicate and intricate for the type of company I chose. It seems to be too serious, as it is used by the Supreme Court in USA, therefore I decided against this font. 

Bodoni

This typeface is classed as a modern serif font, it's main characteristics are unbracketed serifs, which create a more elegant and feminine personality. Although it is said to be hard to read when used for body text. Again I decided against this typeface as although it has a more modern feel, which is what I was looking for, it is still to elegant for the branding of the company. 

Helvetica

Helvetica has unusually, tight kerning for a typeface, it also has a tall x-height and has the uniqueness of a two storied 'a'. I didn't choose to use this typeface as although it was between this and Futura, Futura seems better suited. Also, Helvetica s said to be overused which has given it a 'cheap' feel and my company represents high end products. 

Times

Times Typeface is mostly associated with academia, textbooks and newspapers. Therefore it didn't seem appropriate to use it to represent a modern recording studio. It also appears to be old fashioned with a robust, solid design.

Garamond

The characteristics of this typeface are a smaller x-height, with larger capitals in comparison to lowercase. Also the eyes of 'a' and 'e' are relatively small and the 'M' seems to have sharp hooks. The serifs on this typeface seemed to delicate and the font wasn't bold enough for my company. It didn't represent the brand's personality. 

Futura

This typeface is the one I eventually chose as I thought it was perfect to represent my brand. Firstly the letters seemed to be made up of geometric shapes, which represents the idea of structure and accuracy in music. Also the sharp edges relate to the clean, cut sound of listening to music. Also after researching further I found that the ascenders of lowercase letters actually ascend above the baseline, which is how high frequency waves operate. It represents the contemporary, technical feel and it also is sans serif which represents stripping the typeface back to basics just like acoustic music.