Kerning and Tracking
Kerning is the spacing in between two
letter forms, this can be altered and changed in design to be able to convey
different visual meanings; this is why it is used a lot in branding, and it is
recognisable when looking at brands which use different kerning on the same
logotype for their brand. Tracking is similar to kerning although it is the
spacing in between letters in a larger piece of text for example in a paragraph
or sentence, changing the density of its visual appearance.
Grids
Grids within graphic design are often
driven by the concept of ‘the golden ratio’ which is a ratio valued at 1:1.618
(phi). It is often used in the construction of letter forms to give them the
look of ‘beautiful’ typography, through the use of margins and stroke
composition. It is also used in other industry’s such as construction to ensure
the structurally soundness of a building. Apple have supposedly used it in
their design for the Apple logo, but have always denied it. Vignelli believed
that grids were the basis of graphic design, giving pieces of design a grid
offers a sense of rationalisation; which in design terms visually holds consistency
and a solid structure in a variation of works.
Rebranding
All of these features are something to
consider when a brand is underway, a rebrand can totally re-identify a brand in
the industry thus changing their position. Many companies currently are looking
to their heritage to rebrand their companies, therefore showing consumers they
have not lost their original brand values. This is an idea which support Vignelli’s
view on rebranding, which were that a corporate brands identity is based around
the brand values itself not just a logo, therefore to change their position there
should change their values not their branding. This may be due to at the time
his design, which had been around for centuries, for American airlines never
changed; as he believed there was never anything wrong with it, an opinion the
company must have shared.
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