Kerndown

For this task we were put into groups and given laser cut letters to create brand names using kerning to differentiate and represent between different companies.

We were given the letters H e e k d. We made the work Hedek which is a universal word because it could potentially be anything. I think it sounds like a european minimalist clothing brand.

We were then given a countdown task of rearranging the kerning to create different meanings for the word and to portray specific brands.

My favourite are the condom company because we spaced them closely together as if they were touching.