Kerning, the appreciation of empty space
Kerning makes all the difference in good logo or branding design. The delicate understating of spacing around/inside/between letters and with the overall flow of space allows the designer to be sensitive and create gravity or tone. When a word is isolated, it needs some extra care.
I’m a big fan of typographic logos and don’t believe in having a icon for the sake of it (it should have purpose). Hence often spent great care with this kerning, and always admire when it’s excuted well. To the spectator it will vary depending on their sensitivity. Like a professorial musician hears every pluck of his instrument and it’s subtle variances but to someone dull it’s just a pluck of an string, and everyone else somewhere in-between.
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