Kerning

Kerning; the process of adjusting the spacing between characters in a proportional font. 

Kerning Exercise

Using a random mix of 6 letter forms I began to experiment with the kerning of the characters in order to communicate a specific type of brand. 
The first brand which was to be communicated was a 'luxury car brand'

I believe spacing the characters quite distant from one another communicates a level of confidence, dominance and stability; all of which are features you would expect a luxury car brand to uphold. Further to this, ensuring the characters are all evenly spaced and not at an angle communicates a level of luxury and order. 

The next brand which was to be communicated was a 'budget food brand'. When considering the kerning options for this brand, i believe it was essential to create something which didn't look too considered; the tilted R and the closeness of the characters i believe communicates this as it almost looks as if each character is relying on the other for support. 
To further illustrate the appropriateness of the kerning, i added a basic combination of primary colours.

Another brand which i tried to communicate through kerning was a'condom company'

 

Upon reflection, my 60 second kerning choices weren't as appropriate as they could of been. I believe by intertwining the brand becomes too playful, a requirement which i believe is essential when it comes to this type of branding, however the kerning does not communicate the sense of reliability which the consumer would desire from a condom company. However, i added some gender neutral tones to the composition and i believe although this made the type more appropriate, the overall choice of kerning just didn't communicate as trustworthy a brand as i hoped.