Fitting Letters
The lettering at left is part of a first-round exploration requested by Baker Associates, of Minnesota, for a Kraft food product line.
The final packaging used my "Bistro" from the bottom sample, and "Deluxe" created by someone else. But that's not what this email is about. It's about fit-up.
Most of the time,
multi-word brands are stacked, to have greater presence on a label. When you work with a combination of caps and lowercase letters, you must account for the shapes of, and spaces around, the ascenders, descenders, and caps. For a good fit-up, you really want to avoid large, distracting gaps between the lines.
The beauty of using custom lettering is not only that you get unique letterforms, but you also get tailored handling of how the letters fit together. I look for every opportunity to create proprietary shapes, swashes and ligatures, eliminate awkward gaps between the letters and lines, and bring unity to the brand.
So, one might say that it would be fitting to call me when you need custom letterform work, but of course I wouldn't stoop to such a pun.
NEW:
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Aloha,
John
808 333-5048
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