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Brand Name & Logo – Typography Experimentation

1) 2) 

3)  4)

5)  6)

MEMORIA: a Latin derivative noun that translates to the English words for “memory” and “remembrance”.  Choosing a Latin term for memory was imperative for the brand name for this work as Latin words tend to be at the root of so many words used in the English language and reverting to its origins felt organic and fitting with the subject matter in focus. I chose a light heather grey for the logo, making all designs transparent on Photoshop in order to illustrate the faded nature of our memories and how remembering is often difficult and comes with consequences and establishes our connections with our consciousness and ability to trust our minds. All these typography designs share one element: they all are distorted, broken, exhibiting a glitch-effect. This particular aspect of each logo design serves to be extremely captivating to the audience. Design 1) uses the font ‘Blacklisted’ and Design 4) uses the font ‘Son Of A Glitch’ share similar qualities. They both exhibit a glitch-effect that that is softer than any of the other designs. It subtly cuts through the letters, rather than completely distorting them. Design 1) is better at making the logo more cohesive, as the glitch-effect creates the illusion that the words are merged together in a sense, flowing effortlessly from one to the next whereas Design 4) is far more static. Design 2) uses the typeface ‘Bad Signal’, Design 3) uses the font ‘Doctor Glitch’, and Design 5) uses the font ‘Bugfast’ all share the quality of a much more intense glitch-effect than Design 1) and Design 4). This effect introduces a heightened sense of distortion, evoking strong feelings of haziness, loss, and forgetfulness as the glitches throughout the designs simultaneously appear to break-up the flow of the letters and restore a sense of cohesion and harmony, making them very dynamic typefaces to use to represent this brand. Design 2) has a very high intensity in terms of the amount of the glitch-effect it exhibits, and although is highly bold and captivating, just crosses the line of the amount of distortion it brings. Also, I think that it could cause problems in terms of readability for the audience, particularly when it comes to further promotion and possibly interacting with images going forward. Design 3) and Design 5) are very similar in their softer introduction of the glitch-effect in terms of how the letters are disjointed in a much subtler way than that of Design 2), but still maintain that hypnotic and entrancing element that will immediately grab the audience’s attention. Design 6) uses the typeface ‘Dissolve’ and this design is something special. I love how the font causes the sections of the letters to be missing, amazingly illustrating the gaps that can appear in our memory and the struggle to remember. Although this font appears to be a spectacular choice to represent the brand, unfortunately, again readability will be an issue for the audience, especially with the ideas I have for further promotion that is heavily text-based.

Natasha Perkin

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