Klaer(Klær)

KlaerTranslated from Norweigan to English klaer means apparel. For the naming of the clothing brand I wanted it to be quite obsolete, sowmething that you would instantly recognise, yet would be intrigued to find out more.

KlærÆ (lower case: æ) is a grapheme formed from the letters a and e. Originally a ligature representing a Latin diphthong, it has been promoted to the full status of a letter in the alphabets of some languages, including Danish, Faroese, Norwegian and Icelandic. As a letter of the Old English Latin alphabet, it was called æsc (“ash tree”) after the Anglo-Saxon futhorc rune, which it transliterated; its traditional name in English is still ash.

æÆAs the name of my brand is Norweigan I will be using an A and E grapheme in the logo. I think this will add a intriguing twist to my brand, I will make customers want to find out more.

Klær

Klær Klær

Klær

Klær Klær

Klær

Klær

Klær

Baskerville Regualar Bodoni bold Didot Regular

Bodoni bold Garamond Regular Bembo Regular

Clarendon RegularBig Caslon Medium Big Caslon Medium

Klær KlærKlær

KlærKlær

KlærKlærKlær

Klær

Helvetica Regular GreyScaleBasic Bold Frutiger Lt STD Roman

TodayShop Medium

Helvetica BoldFutura MediumGill Sans Reg

Helvetica Neue RegularGeneva Regular

KlærKlær Looking at fonts with the grapheme glyph of the A and E is

proving to be quite frustrating, I don’t like how the letters sit together despite looking at a range of different fonts and different grapheme’.

As highlighted; the symmetry is what makes this word look bad, put together the A and E don’t sit well together. I think its because the A and E are quite similar but yet completley different in shape.

Helvetica Regular

Futura Medium

Bespoketypeface

Collator is a typeface designed to achieve greater harmony between Chinese characters and Latin letterforms when set together. Drawing inspiration from the two traditions of type design, Collator aims to be a contemporary, balanced expression of both Western and Asian cultures.

Collator

Klaer aeaeI have decided to use the font Collator for my logo, but intend to tailor it for

my needs and to communicate the brand name correctly bearing in mind the Glyphs. One of the reasons for choosing this and in comparison to the other typefaces I have looked at previously I found that the A and E were very similar despite the tail on the A, I also like the curves on the letterforms I feel its different and unique to a lot of the other fonts used in branding and visual identities.

aeeeee

This Typeface doesnt actually have a Glyphs for the A and E so I will have to go about using the original letterforms and putting them together in an appropriate way.

Kerning the A and E individual letterforms together was very awkward due to the A and the tail so when the E was joined it would make for a contrasting unbalanced grapheme.

One thing I mentioned earlier was that I didnt like how unblanced the grapheme was and how I wanted it to be moresymmetrical.

Here I have experimented with using the E and rotating it 180 degrees to create an A and allthough when by itself admititly it doesnt particularly work but when put together alongside the E I feel that it reads and looks the way it should and doesnt look awkward and looks visually interesting.

Putting the Glyphs together with the other letters to make the word I think the tailored grapheme sits well and its obvious whats being communicated.

I also feel there are still a few flaws in the development of this logo particulalrly with the baseline, x-height and cap height, there seem to be a few inconsistencies with individual letterforms which I intend to alter.

Tailoring the grapheme and altering the A and E.

Looking at the logo and the grapheme I felt it was too curvaceous and could be improved by making it more sqaure like because at the moment the grapheme letterforms jar with the straight stems of the L and R.

Above highlighted is a proposed soloution, not completly getting rid of the curve but just straightening it out so it sits better amongst the other letterforms.

Before

After

r

On the previous page was the logo thus far, I felt that the R needed to be tailored a bit just so it fitted in better visual for the overall look of the logo.

I’ve decided to move forward with the edited R, which is on the right hand side of the above examples, in comparison to orginal (far left) i’ve just closed the angle in abit to make for a sterdy, bolder letterform.

Putting the finishing touches to the logo, I have amended issues raised earlier about cap-heights, x-heights and the baseline and am also now looking at letterspacing in the logo.

eerkBefore

After

Further development, Having straigtened out the A and the E, I felt it maybe didnt make the logo playful enough so I tried to find a medium between the original and the tailored logo designgs. The example at the bottom is what I will be taking forward.

Further Letterspaceing development for final logo.