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OUGD505 - Studio Brief 2 Logo Development


Joe Leadbeater

OUGD502

'Making' - Smart Font UI

Deconstructing Form

The chosen typeface to work with, and the chosen word ('making') were deconstructed at a variety of levels. I deconstructed each shape, and then split it up further

and further. The final idea made me consider how the deconstructed form could be used to create shapes ( I some how accidentily designed an elephant).

Studio Brief 2

Deconstructing Form


Joe Leadbeater

Deconstructing Form (2)

Here you can see an expirementation with the deconstructed form. I like the idea of showing this, as well as the constructed letter too.

OUGD502

Studio Brief 2

Deconstructing Form


Joe Leadbeater

OUGD502

Studio Brief 2

1.

'Making' - Smart Font UI

2.

3.

4.

Developing A Logotype

I chose to work with Apercu, a clear and functional sans serif, with a high x height. This was then kerned to fit better as a logotype (2). Next, I experimented with simplifying some of the letterforms (like I previously did with the

Japanese logotype). I reflected one half of the u, and used both ssymnetrical sides to construct a 'u' (3). From the construction of the U, it was easy to design an 'n' and 'm'. The final logotype has a modified title, a piece of the Japanese logotype, the shape mimicking a Japanese roof.

Developing A Logotype


Joe Leadbeater

OUGD502

'Making' - Smart Font UI

Developing A Logotype (2)

I placed both logotypes next to each other, as I thought it would be important for them to work as a set. It became apparent that the logotypes did not fit well together.

I deconstructed the Japanese logotype again, and removed any unnecessary design features, and created a more structural form. I feel this fits much better with the other logotype, and will also work better when deconstructed.

Studio Brief 2

Developing A Logotype


OUGD505 - Studio Brief 2 - Logo Development