Logo Type

Terminology

Leading
The vertical distance of words between baseline.

Kerning
The spacing between individual letters.

Tracking
The space between a group of letters (a word).

Logotype Development

- Quick experiments in groups of 4

- Logotype ideas to show the theme of 'motion' 

- Rotation, stretching, repetition 

Digital Developments

- Looking at how to layout full three words as well as logo
- Showing fluidity by playing around with placing letterform on top or underneath baseline depending on direction of half-circle shape
- Works well for a logotype in quite a simple way, however, can become quite illegible and complicated for full words - needs to be handled with care and focus on kerning.
- Design #1 is my preferred logotype - I think that the minimal style is fitting for the contemporary exhibition
- #12 is my prefered full-text version. The stroke is slightly thicked so the logotype also needs to be amended to match this

Crit Feedback 

- Have some / all of the letters connecting to push forward 'movement' theme. This would work better than the letters being separate

- #1 is the strongest logotype but could try playing around with different line weights to differentiate between letters - or simply make it a lot bolder 

- Do this also for the long word versions - as they get quite 'busy' when put together - have one of the words be thinner / bolder to create more of a contrast and improve legibility

- Extend some of the ascenders/descenders and use this new feature to play around with logotype

- Alphabet modifications - make M and W more coherent. Stacked O's in #17 doesn't work - try combining a different way.