I decided to try out different typography that would fit with my bank name ‘flexa’. I thought the emphasis on the ‘x’ played with the word flexible. It was interesting to experiment with different styles which can be seen on the right. I wanted a clean, modern type face preferably sans serif as I feel it would fit with target age group for my digital banking app. Another technique I played with was the use of the type body, depending on the thickness of a typeface it can completely change the mood and appearance. Also the use of uppercase and lowercase lettering can make the word feel playful which can be a insightful outlook but also a negative attribute as it can feel unprofessional depending on the chosen subject matter.
After speaking with Daniel we looked at each typeface and both decided that the final typeface was the best option. The typeface is called Quache we discussed that it may look friendlier without the uppercase which I agree.
What I took away from todays class is how important branding is and how the typeface can change the whole aesthetic appearance of branding. By changing the uppercase letter it can completely change the feeling of the brand and make it look less corporate.
Creating Wordmarks
Creating a wordmark involves designing a stylised representation of a brand name or company name. Before designing a wordmark, it's necessary to understand the brand's values, mission, and target audience.
The font I choose for the wordmark is critical as it will define the brand's visual identity. Important notes to remember is it must be legible and appropriate for my brand. I am going to experiment with changing the spacing between the letters and the hierarchy.
I began with my chosen typeface Quache. I wanted to experiment with the line spacing and added visual elements to give my logo a flexible appearance. Next I flipped the typeface horizontally but i found it to look unbalanced. Moving on I used the symbol ~ as a visual element and I thought it fitted well against the x. I then used the rectangle shape on Figma to elongate the lettering to make it flow. Finally I used the circle shape and sliced it in half and created a arch, I feel this technique was very effective in giving my logo a modern sleek appearance.
Chosen Wordmark:
After carefully going through all of the above designs I chose this wordmark as it was the most effective. I wanted a simplified brand that isn’t over complicated “less is more” and I feel this wordmark suits this concept the best.
Final Outcome:
Although I chose my wordmark I realised it needed some work to finalise it. I felt the arch in my first design was too tight and didn’t fit the lettering very well. I went ahead and made the arch have rounder edges to match the typography and made it wider to fit the letter E. I also changed the spacing between the letter and visual element as it felt too condensed.