After watching my video on spacing all caps letters, Immanuel sent in a logotype for typographic review. In this video I comment on his already decent spacing, reset it and show you how I would approach it using Adobe Illustrator.
Immanuel already did a quite good job, but I’d set it a bit tighter. Maybe it might be better to set this long word in mixed case, since it really needs a lot of space in all caps. I only mention this briefly in the video, so I point it out here. Here is a comparison of the different states:
What do you think of the adjustments? Happy to hear your thoughts in the comments below! Do you have a project, where you want some quick typographic feedback on? Send it in!
Spacing is now compact. It’s a little spacey between S and E. Then RST is a little dense. So we have a few spacey oases with dense parcels. Spacey KAI, TUH, TOL. Then we have RST, LST, and LZ.
What will save this corrected yet still problematic logotype is the introduction of color or another shade of blue. A whole another impression, I bet! 🧐
Yeah, the color will definitely change everything. But when it comes to kerning, I always suggest using black on white since it’s the most contrast and it always should be judged there first.