Trying to work in "the instant". I am still really aesthetically feeling option 2, but hierarchically it doesn't make as much sense as the first option. However, the first option is such an awkward shape. Feedback please!
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I prefer the second one too. have you tried just scaling "the instant" up a bit? and scaling down the 826 mark. that might fix the hierarchy problem.
ReplyDeleteI did try experimenting with size, but I am afraid making the 826 mark smaller starts to get the "Atlas Holding Up the World" issue that Ryan and others were talking about last week in class. Definitely still need to tweak some things though.
ReplyDeleteThanks, Emily.
I'd suggest treating "the" like you treated "co", and bring "Instant" up in hierarchy like "Supply". This would create a nice push/pull interaction with your mark.
ReplyDeleteOR, you could reverse "the Instant" to help it work with the rest of your letter forms. It's a bit lost in the hierarchy now, esp. in the second direction.
I'm split as to which I prefer. They're both aesthetically pleasing, but have some formal challenges. I'm still not crazy about the shield form on the bottom of your lockup.
LOVE the typography here.