Objective: Create a wordmark for a fictional publication that reflects the theme.
I choose to create a fashion publication called Kaleido about dopamine dressing and maximalism.
Mood board
Kaleido is a dopamine filled fashion immersion that energizes the mind by encouraging maximized expression and celebrating bold individuality.
It IS: Bold, Maximalist, Happy, Energized, Unique, Fun
It ISN'T: Simple, Dull, Neutral, Boring, Plain, Basic
Initial Process work
I started sketching completely by hand. After researching different typefaces, I experimented with several in order to get inspiration.
BLENNY
With Blenny, I experimented with texture and letter width. I quickly found that adding texture was too literal, and didn't further explore that concept. Varying letter widths was successful and reflected core themes of my publication: Bold, Maximalist, Unique.
GARDEZ
The large cap letter in Gardez inspired me to exaggerate specific letters. I also wanted to reference the layering of clothes, so I experimented with different ways to arrange the letters. My final combined both ideas, with having two baselines and three emphasized letters.
Typeface Selection
I decided on the display typeface Gardez. The high contrast and angled stress create interest and energy. It reflects many of my key themes, including Bold, Loud, Fun, and Energized.
Final
