Space Utilisation in an Identity

When creating my own identity it is crucial that I have a better understanding on placement, spacing and utilisation of other identities. This will give me more of an insight on how I should structure my own branding. Spacing can be really important to a piece. Letter spacing is the amount of overall spacing of a word or even a bulk of text. Letter kerning focuses more on the spacing better two characters. If a letter is moved closer this causes negative space, which can make one character appear to be a different one. For instance: if I had to characters C and an L and changed the Kern then the letters can appear to be an A or a D. This could change the full meaning of a piece and makes an identity look unprofessional.

my kerning explination.jpg

My example

I did some research and here are some examples out there on the market. These prove how how important spacing and kerning are.


This is a shop in America. The Name of the shop isn’t made clear and could be Misinterpreted as Kid Sexchange or Kids Exchange.


This Image is from Grand Theft Auto. The click lovers could be Misinterpreted and could be read as Dick lovers. This changes the full meaning of the text.

If the letter is moved further away it creates positive space. This makes each letter readable for the audience. However, too much spacing can be bad for an identity. It can end up making a group of letters become individual.

I have learned that depending on the type of text and the spacing of each element is valuable. This can affect how the eye runs across the words and change the meaning of the data given.

Blank spacing has positive connotations of a much more professional piece. Newspaper tabloids like the New day have lots of negative space. This helps to make the content seem much more important.

If I take on board this research then I will produce a much more professional identity. It will make my typeface look much more appropriate and help to communicate the right meanings behind it.

Reflection on 3 types of Visual Identity

Branding is so important to get right, there has to be a thought process behind the chosen design as it is a reflection of yourself. Everyone will make a judgment about you on how you present yourself. So your individual house styles need to be incorporated into the brand.

Many designs are different and may consist of one or more components. These can be things such as images, colours, slogans, words – typography, shapes etc. individual typefaces are so crucial in how you make yourself appear. Some people go for the professional feel and some that are more creative and break the mould.

Having a visual identity can be as vital within your life as humans work best with visuals once they get to know a brand, it creates a brand loyalty and a sense of respect.

There are three main factors when considering a brand identity

  1. Logo (pictures/shapes)
  2. Typography (text/numbers)
  3. Addition (logo and typography together)

When thing about my own branding I want to create something that is fairly simple but not to formal. This is because I really feel less can speak volumes and appear of the higher quality. Formal isn’t me, I’m a student and still finding my feet within the industry. This is something I want people to know as I’m not perfect but is willing to put my all into anything I do. I really enjoy type so think my end brand will have this as the main feature. I am still coming up with concepts so this may change.

Once I have a set design for my brand I would really like to create a series of different styles, different colour schemes and typefaces in general. This is something I want to investigate as I seen how well major companies have adapted there brands. Great examples of brands that have done this are: apple and coca cola.

Reflection on Typography fonts

Typography can make or break a person or project. It is so easy to get it wrong. This is because there are so many fonts to choose from. Like curvy, posh, bold, italic etc. everyone has their personal preferences/ favourites.

There are lots of different styles in a type face family, e.g. Halleck/bold etc.

Helvetica is an iconic type face – a movie has been made out of it. Other iconic types are:

  • Avant garde. Developed form a magazine. It is well regarded. Images are imbedded within the type. The magazine was a path finder. There are lots of different versions.
  • Gill sans. This is user friendly. Eric Gill, who created this, was a controversial character. There were life styles issues and strange working methods. He was the first to use the “g” which looks like a pair of old fashioned spectacles.
  • Times roman. The default for most. This emulates attitudes. Egyptian and Roman architecture which was popular at this time. (Seen as the same as designing a building.)( A heads up to ancient Egypt.
  • Serif type (created the flick) guides the eye. Indicates professionalism in this font. Used by doctors and solicitors.
  • Sans serif – casual, plays with use of colour/spacing. Not very readable.
  • Old style. Nice flow, guides the eye
  • Elongated, modern, not very readable
  • Slab serif. Industrial revolution. Literacy was on the rise. Before this the masses could only de-cone pictures. (Debate which is more readable, slab serif or sans serif.)
  • Why might you use it? It emulated hand writing. You may want to emulate a signature.
  • Would never be used in extended copy. Works for signage. High visibility, low readability. Would need sans serif type.
  • Post-modernist types. Shifting attitude. Modernism is represented in structure, order, architectural, sublime, utopia. Post-modernism represents de-construction, self, the fracturing of communities.

When you use type face you can select from the list. You do not need to design. Need to know where it’s coming from, type face will change your message.

For me as a journalist it is crucial for me to know the building blocks and foundations of font typefaces. This will help me to identify the most appropriate fonts for my projects. I need to consider things like the readability as some have a higher readability rate and others low.

All effective type face should draw the audience than immediately let go, leaving the reader to de-code what they have seen. The brand wants audiences to pause, see the visible and the invisible.

Design for Online Platforms

In the last session, we looked at the importance of a good design online and what makes a good design. Design is a very personal and a subjective thing, everybody has different preferences and ideologies to what makes a good design. Even though it is a person preference, there are specific fundamentals that need to be addressed in order for a design to appear professional and to a high professional standard. Design is crucial for me as a practitioner as the appearance of the content I produce will have a direct impact on my professional status. The work I produce will have to look that of a near professional standard as I don’t want to appear sloppy. By making a good design will help the content credibility and help to generate more interest.

When developing an online platform, the design has to focus much more on the user experience and the appearance. When looking at an example of a bad design there where noticeable issues which would need to be amended. For instance, colour schemes. The text colour has to be readable and appropriate in accordance with the background. Colours should be limited and follow throughout all pages of website. They need to reflect the service, product or branding, this helps to keep the continuity and brand identity for the viewers. Within, the example we were shown within the image the navigation colours were red, this I would try and avoid as I wouldn’t want to exclude and miss potential business or audiences. Red text is not helpful for a number of people e.g. people with colour blindness or dyslexia as it can confuse the mind and no be suitable for them to notice or read. Also when creating my own online platforms, I will consider the uses of hover over buttons, these change the background colour to a lighter shade, so that the word is just highlighted as you hover over so you know your selection. This is simple to do and has a large impact to the professional appeal. Also it builds on the user experience as it helps the easily identify were they or on the page.

Logo’s and branding is vital as it says everything about the product, brand, service etc. It has to be professional, when looking at the example shown within the session it was clear that it wasn’t of good quality. When creating my own branding/logo it will be clean, and not over designed. I can make it look unique, simple and professional by not using to many colour and no big graphics. I’ve seen lots of logos where they have over thought their logo, to me it became less appealing. In my opinion Keeping logo’s simple is best and makes all the difference to how it is viewed. If I was to create a service online I would included a phone number across the top of the page as people might just call immediately instead of searching through the whole website which will increase business. This doesn’t work on all online platforms as some industries don’t provide a service they could just be an information based website.

I also believe that the visual graphics within an online platform is imperative to what the audience gains about the company or individual. Visuals attract more attention and can help to grip people into staying on that page to find out more. When deciding on images or other visuals for my work I have to make sure that it is appropriate and that it shows instantly what the web page is about. The visuals help to set the tone and they can attract or put off people.

Things like taglines help to grab the audience’s attention, this could be done through questions, imperative commands and bold statements. By Using a questions, this makes people think and keeps them more engaged with the website. The use of natural language is important as I will have to consider all types of audiences ranging from multiple demographics. Depending on the wording of things it might make the audience feel like they are in charge. This can be important in some industries as you don’t want customers to feel forced into anything, this is a big part of making them feel in control. There are other ways in which make access for the audience easy. For instance, on amazon they Use call to action buttons which allows customers to interact and take control. This could be adding things into a basket or even buying a product. Call to action buttons are generally see within the trading side of online platforms.

Below the fold is anything below the banner on the webpage it is another area that needs to hold the most important information. This is because It is what people will see first, this is what will showcase the type of website it is and what the most important thing’s are about the company, service or person are. Also it is the part of the website that the viewer will see if they are using a tablet to access the website

If there is a lot of writing sometimes it is best to Change the format into small chunks, this is because people who use the online platform, scan the majority of text. This will help pull out certain points that the audience may need or want to know. The audience can make more of a decision to choose to read more if something gets their attention.

Line spacing can play as big part to the appearance of the page as if the text is spread out it makes it easier to read. also people scan when they are reading on-line so it doesn’t need to have loads of information. also added a footer which is simple but completes the website to give it a professional look.

From this session I gained valuable knowledge that I will take into account when taking up my own online platform. Changing small parts of a website makes a massive difference, by taking into consideration all the small deal can make you site much more appealing for the viewers. The viewer will see me as a more reliable source and be more likely to come back. I want to come across as professional and be trustworthy and I want people to see good things about me. All designs are of personal preference and will depend on what type of website they are designed for.