Studio brief 3: Typeface decision

Leading on from the crit feedback, we experimented with different styles of typefaces to see if any would be suitable for the exhibition branding. We tried out a brush stroke typeface to try and represent the traditional methods that the posters will be printed in. As a group we decided that the capital letter were too bold and then within the squares it looked too blocky and separated. This was not something that we wanted to suggest with the branding for an exhibition about events that have shaped Leeds, something we would assume a large amount of people would be involved in together. 

This is the final typeface, Avenir Black. The typeface is clear, legible, rounded - but not too much that it looks like it was a design choice based on the shapes concept. We decided on the kerning that was slightly closer together but not touching.