Study Task 7 - Development

Logotype Design  

In reference to the shapes used within modular typography a typeface with geometric elements was considered best suited. Initially a typeface such as Futura was going to be used however characteristics such as its narrow form did not reflect the  consistency of modular forms which are square.

By combining the geometric elements of Futura and uniformity of Helvetica Neue LT Std an adapted logotype was created . The O was used from Futura because of its perfect circularity and the D from Helvetica was modified to use a semi circle. The terminals in the S from Helvetica were shortened so they overhung less and were more curved. Uppercase letters were more effective and creating a blocky appearance which reflects the square forms of modular systems. Close kerning was experimented with to reflect how the modules within a grid sit close to each other however some of the letters within the word started to look joined and the S didn't sit well with the rest of the logotype. Wider kerning between letters creates a sense of components lined up side by side whilst creating balance between elements. 

A light version was created to mimic the thickness of the lines within the modules however this looked too thin when placed with the final module design. A bolder logotype reflects the thickness of the outline of the module and also makes the logotype stand out more.