presentation three – digital roughs
Client: Morley’s – Australia
The contemporary option stood out as the best direction for the project. In this round, I presented the first draft of the digital trace, along with notes on the minor improvements.
Presentation Three
Below is the first draft of the digital trace along with notes on the subtle modifications I’ve incorporated. Before finalizing the design and expanding the characteristics to the rising baseline and monogram versions, I want to get your approval and make sure we’re headed in the right direction.
The image on the left compares the rough sketch (top) and the first draft of the digital trace (bottom). Moving from the left of the logotype to the right, I’ve made the following – very subtle – technical modifications to the digital trace:
- M has been given rounded corners and a slightly reduced weight to improve balance and legibility.
- The counter (inside) of the o has been increased in height to align with the e‘s counter and the upstrokes of the letterforms.
- The bottom loop on the y has been shortened and the interior, tear-drop-shaped counter, has been slightly enlarged to hold up better at small sizes.
- The angle of the y‘s counter has been altered so that it matches the cute counter found in the e.
- Enlarge apostrophe for better rhythm and legibility.
- Added a small amount of curvyness to s for legibility and to reflect the proportions of its fellow lowercase forms.
Below is a large version of the digital first draft:
Let me know if you disagree with any of the decisions made so far and we’ll incorporate them into the next draft.
