Kerning/ Branding/ Grids

Grids represent the basic structure of our graphic design, helps us to organise the content, provides consistency.

Grids- letter forms

Architectures explain the Beauty of Roman alphabet by applying a geometric grids to each letter form

Golden Ratio

Divides a line into two parts relating to each other at approx 1:1.618. This number is represented by the greek letter phi.Golden ratio plays significant role in geometry.

Kerning - Spacing of letter forms

- Important to how you read a word

Helvetica

- simplistic

- eligible

- bold

- neutral

- modern

-clean

- efficient

- friendly

- approachable

REBRANDING - Vignelli says 'You should stay true to the brand and not copy recent trends'.

Vignelli claims  'Out of thousands of typefaces, all we need are a few basic ones, and trash the rest'

Kerndown Game:

Budget supermarket

- Mixture of upper and lower case

High end brand

- spacing

- Capitals to show its upper class authority

Condom brand

-Intimate

- Partnership

IT Company

- Letters stacked

- Neutral

- Simplistic

Funeral Directors

- Spaced out

- Professional

- Formal

KIDS TV SHOW

- Playful

- visual inconstancy

- Random/ fun