Study Task 2 - Kerndown mini task

Kerning refers to the spacing between characters in a piece of text.

As a fun task to introduce us to and allow us to experiment with kerning was a game of Kerndown.

Using foamboard letters, in Helvetica, we were asked to choose 4-6 random characters to carry out the task. We chose uppercase letters - Q U U and M.

Using the countdown timer (hence the name kerndown), we were asked to arrange the kerning of the letters to create what we thought were suitable logotypes for each given company.

1. Luxury car brand

We arranged our letters close together, but ideally the kerning should've been wider, making the letters far apart - as in Jaguar.

2. Budget food brand

Our letters were arranged erratically with uneven spacing and no clear baseline. Other budget food brands though have virtually no alterations to their kerning, just using the logotype as it is originally typed. The logotypes are usually very plain and simple to mimic their product.

3. Condom company

With this company we were more playful, turning the 'u' it on its side and placing it at the end of the word to mimic a condom. Whilst this approach could be used, the ideal logotype for a condom company should look strong and safe to reassure the consumer of the brands ideals and credibility regarding their products performance.

4. Indie band

For the indie band we have placed just 1 letter - the U - out of place to represent the individuality of the music style. Other groups placed a letters upside down within the word which worked more effectively.

5. IT company

For our logo we played upon the curves in both U's to make a shape we thought fit the feel of an IT company. In an ideal logotype the kerning should be tight and should look strategic, and structured.


From this task and our apparent unfamiliarity with kerning I have learnt to relate to other brands logotypes to see general patterns and think more about the products these companies sell in order to get a better feel for how kerning should be applied.