Client: Cuberto LLC
Date: April 2012
Work done: Logo-type design, custom lettering, colour palette
After doing some initial rough explorations on paper, I spent only a short amount of time sketching as I had quite a good idea of the style and shapes I was going for. The quite geometric nature of the type also made it more suited for mostly digital development.
Above: Project notes and mapping out very rough letterform shapes.
As the drawing I was working from was very rough, a lot of development work was required on the computer. I tested different weights, alternatives for the 'n', etc. The initial idea for the 'a' didn't work at all as its shape looked forced and awkward, particularly the counter. Varying the degree of overall roundness helped to come up with alternative forms, not only for the 'a' but for the 'e' and 'l' as well.
Above: Exploring variations in character shape and weight.
I decided to keep the 'l' simply vertical as it helped to create a sense of cohesion with the vertical stems of "in". To prevent anything feeling too angular, I instead softly rounded all the edges, a detail which becomes more prominent at larger sizes, but adds a slight contemporary feel even when small. The final version uses an 'n' with a slightly angular junction (rather than fully rounded) to create continuity with the 'd'.
Above: Refining the details in FontLab Studio.
The 'a' was the trickiest glyph to create as it naturally stands out quite a lot, being the character in this set with the most complex shape. I wanted to use a double story 'a' to avoid too much repetition of similar rounded shapes (especially considering the 'd') and also to create some kind of mirror with the 'e'. However, the 'a' isn't simply a reflection of the 'e' as this results in a shape that is very obviously simply rotated (below middle). Rather, it's individually drawn in order to maintain some key elements, but with notable differences allowing it to function as a letter in it's own right: angled upper curve, straight stem, wider counter (below right).
In terms of palette, we explored both 2-colour and 3-colour variations on light and dark backgrounds.