Logotype adaptations

Terminology

Kerning 

kerning - spacing between letters / adjusting the space between individual letterforms to create a visually pleasing result.

Leading

Leading - the spacing between the baselines; vertical distance between lines. Bad leading appears cramped with a lack of white text.

Tracking

Tracking - the amount of space between groups of letters. Readability decreases when negative space decreases. 

Group task (creating logotype layouts)

Here are some of the concepts that were generated within my group regarding how I could present the idea of reflection for my logotype. I really like the idea of joining some letters together, and I could literally reflect some elements to thoroughly give the impression of reflection.

Initial concept using previous typeface 

These two variations include my previous typeface. I like the composition, although it looks kind of flat and needs more depth, so I think I need to introduce more lines and possibly heavier line weights. 

Feedback / rule development  

From peer feedback, I was suggested to develop a rule relating to the history of the exhibition. In this case, I referred to the 71 years of Bloomberg in 2020, and decided to add 7 and 1 to create a rule of 8. This means that for each letter, I added a line as the alphabet progressed, and once I reached 8, I started from 1 line again. e.g. A=1 line, B= 2 lines etc.

New typeface design (alphabet)

Here is that rule applied to my previous typeface; I really like how this looks and how it turned out as it definitely makes my typeface stronger by having a good rule. Additionally, it allows me to relate to the idea of duplication more by contributing to the theme of reflection. 

Bolder line weight 

I think I prefer the previous type than this bolder one, as it looks a bit too bold (especially the x). 

Putting it into a logotype / playing with composition 

I used the same compositions suggested in my group task for these compositions, and introduced the new alphabet design. I think that with the logo typed out, it works quite well as there is a good balance of line weights which definitely make the logo have more depth. 

Crit Feedback 

I think from my crit feedback I can take some suggestions to develop my logotype further:

• Experiment with new compositions - don't just use horizontal lines
• Introduce the idea of reflection into the actual logotype and not just the font
• Try different line weights 
• Just keep doing more iterations to push the logotype further
• Consider the physical aspect