Study Task 2 - Kern Down

Kern Down

For this task we chose a range of letters, then as a group, we had to experiment with kerning. We were given various types of companies, for which we had to kern the letters to what we thought was the most appropriate spacing between them.

Luxury Car Brand

Luxury Car Brand

As a group we thought of examples such as Land Rover, Jaguar and Porsche all of which have quite loose kerning with the letters being mush more spaced out. Whereas with more budget brands generally the kerning is much tighter.

Budget Food

Budget Food

For Budget Food we thought of Farmfoods and Value ranges which both use quite basic kerning, with the spacing being standard throughout. 

Condom Company

Condom Company

For this type of brand, it will be primarily aimed at younger people so has to have an element of playfulness. In terms of kerning we kept the letters quite close together to portray an intimate feel. To give the brand a bit of a quirky feel we slanted the e’s within the word to create a fun look.

Indie Band

Indie Band

We thought of examples such as the Arctic Monkeys who have tight kerning in-between letters so we opted for having our letters touching each other. Indie bands generally try to look a little more obscure than more mainstream bands so other groups also experimented with flipping letters to make it more unique. Some also got rid of the baseline to give the brand more of an edgy feel however we decided to keep this to give it some structure whilst still letting the letters ‘merge’ into one another.

IT Company

IT Company

For this example, we thought of quite standard kerning as most IT companies are quite corporate and standard. However, in general other groups had opted for tight kerning which didn’t touch. It was discussed that this mirrored the idea that IT Companies exist to connect people whilst still being quite formal.