STUBBURBAN identity development

Development of the STUBBURBAN identity. The client wanted to the identity to be clean, minimal and bold, she didn't want serifs or any colour either, after showing her my initial ideas, she decided that it needed to be purely type with no icons or image based logo to go with it, which I agree with.

The emphasis was on simplicity therefore I worked on a range of different typefaces to start with to compare the differences in tone, image and how it reflects the brand when written out. Eventhough she didn't want serifs, I felt that I had to atleast give it a chance to see how it looks initially.

Chosen to use Akkurat for the main typefaces, due to certain similarities to Helvetica with certain letterforms, but with a slightly thinner weight and a more neutral capital 'R' It's also slightly less wide compared to Helvetica, which the client seems to appreciate.

Below are some minor tweaks to the identity, not completely sure with any really but all 3 have slightly different tracking and kerning specifications, working with both Akkurat Bold and Light. All have their own advantages, and I'll have to work with them different when expanding on a range of other materials as I have to keep the whole brand identity throughout very consistent.