After being given a
random word I was tasked with re branding an appropriate company related to the
word. we were given 6 fonts to choose from. My word is ‘milliary’. My research
consisted of the meaning and its origins of the word, aswell as thinking how I
could link the word to a company.
Milliary means
relating to or making a distance equal to an ancient roman mile, or to mark a
mile. This led me on to thinking about distance, and covering distance.
Transport instantly came to my mind. After looking at other ideas like a shoe
or gym companies I felt that transport was the better option. I gravitated
towards aeroplanes as they clearly cover the most distance.After receiving a
lecture on grids, kerning and branding, as well as the 6 fonts I could choose
from. I then tried to make connections between the word and the fonts. Times
roman worked with the relation to the roman mile. As well as futura which I
felt the single line strokes reminded me of roads and covering distance. I also
wanted to work with Helvetica after watching the Helvetica documentary, due to
it be such a clear font.
I felt I needed to
experiment visually before jumping into making the decision whether it’s a
budget airline or not. So I experimented with both high and low end logos, I
did this through hand drawings, using the 3 different fonts I chose. I
experimented adjusting the letter forms in size, shape and colour. I
immediately realised that times roman and Helvetica created a high end cleaned
and refined mood in contrast to futura which I felt was a much more playful
bold and cheap looking font.
Initial high end designs:
Initial budget designs:
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