In this lesson we continued on from last weeks lesson on typography, this week we looked further into the anatomy of type. We looked at different logos that manipulate the anatomy to make it more personal to the brand, we can implement this technique into out
For the first task we were asked to point out the anatomy of type which was our name, we got to choose a typeface and from there we pointed out the elements of the typography. Some of the elements included Cap-Height, Assender, X height, Baseline, Serif, Crossbar etc.
We then looked at some logos that manipulated the type of a text, to personalise their brand more. They would do this by removing parts of letters, extending letters, adding icons etc. Below are a couple of my favourite brands that manipulate the elements of typography.
The next task we completed included the lecturer giving us a range of words and we had manipulate the anatomy of type to represent the word. To explain this better I was given the word “look” for example, to represent this word by manipulating the text I drew pupils in the o’s and eyebrows to show someone looking. I found this task extremly fun and enjoyed the challenge, below are the manipulated words.
Another topic we had covered last semester was kerning, this is adjusting the space between letters in a word or sentence. We were made clear of how Kerning can be extremely important when using certain typefaces as some letters that are too close beside each other can look inappropriate.
For example, while playing with the word “click” I realised that if letters were to close tighter it may look like a very crude word. If this was a logo for a company it could be detrimental to the business. Therefore it is so important that kerning is used in order to avoid this.
Below are two examples of brands using Kerning very well, FedEx has created an arrow between which could be seen as the parcel being on its way.
I found this lecture extremely engaging and fun, I loved completing the tasks and was pretty confident in how the designs turned out, I also found the lesson really interesting learning about the anatomy of type, I learned the difference between sans serif and serif typefaces anatomy which I definitely should of known beforehand, but at least I know now! I learned some new elements of type as well such as a Bowl. This class will be useful when creating my logo for my banking brand.