In this week’s class we still focused on typeface, with the main focus being wordmarks and the anatomy of letters, I found it very interesting when we were learning that typefaces do have their anatomy as well and how these can be manipulated when in the creation of a wordmark. When we were having fun with the typeface anatomy I took the opportunity to try out some the typefaces I found interest in on the name of my bank name which was chosen with the help of my peers, after doing so this helped me pick out what typeface I wanted to use to represent my bank, as seen in the type anatomy practice I used the Modernica typeface, I chose this typeface because its variety in style and how simplistic it looks
We then played around with some words by making them visually represent what they stand for, so as seen below I experimented by changing the anatomy of the letters so that they could visually be seen. I did so by making the meaning of the word very obvious and visible. For example the word “click” has a mouse in the white space underneath the “k”, and for the word cut I did 4 different versions for it, clearly it’s the one I had the most fun with
Overall I enjoyed today’s class as we were tasked to design our wordmarks for next week’s lecture, we were also introduced to the site BRAND NEW and how useful it’ll be throughout this course. This week’s gave me a new understand on how typography can be magnified into something more than letters, by dissecting and manipulating the letters we can create wordmarks , this takes typography to another level of communication and I can’t want to incorporate this when it comes to creating a wordmark for my bank
During todays lecture I saw a logo that is known to everyone, upon seeing it today for the 100th time it got me wondering who the creator of the Wordmark is, I’m talking about the FedEx logo and the hidden messages in it, I decided to do some digging and find out about the person who created it.
A graduate from ArtCentre College of Design called Lindon Leader is the creator behind the renowned FedEx logo, it was designed back in 1994 whilst he was working in Landor Associates in San Francisco office as a design director.
Something that also piqued my interest was that the logo won over 40 design awards due to its excellent use of negative space. Throughout his career Lindor has been known for his simple and clear logos, and over his 30 hear career he has created logos such as Federal Express, Hawaiian airlines, and Brazil’s Banco Bradesco. Leader then earned the Annual Tribeca Disruptive Innovation Award in New York City for the 5th time.
I found something else out which I don’t know if is true or not but, the logo stands for speed, accuracy, and strives for perfection and henceforth there was a spoon implemented in the lower part of the “e” in the word “Fed”, this was done because the owner of FedEx was obsessed with progressively moving forward and accurately tracking every-thing
https://www.artcenter.edu/about/alumni/alumni-stories/lindon-leader.html#:~:text=ArtCenter grad Lindon Leader is,Associates as senior design director.
https://www.quora.com/What-does-the-arrow-and-the-spoon-mean-in-FedEx#:~:text=the Fedex logo%3F-,The spoon is at the lower part of the 'e,tail of the “e”.