Leading on from the previous design developments - a custom typeface may not need to be the main focus for this project. The 15 degree angle sees to be the graphic element that may tie this project together much more effectively. It would be interesting to develop the typeface so that it hints at the 15 degree head tilt and then use this for the display text such as the tagline or the start of a sentence etc. but then use the unedited typeface in a way that it hints at the project itself also.
As a starting point, I took the Open Sans typeface and thought about how I could represent this idea o the inability to focus on one task alone, constantly feeling as if you should be doing something more productive and essentially feeling a little overwhelmed. I thought about the purpose of kerning and in a typographic sense it is used to ensure legibility and the ease of understanding a large amount of text. I thought that by decreasing the kerning between each of the letters I could create an overwhelming feeling for the reader. This manipulated type style could be used for the body text and then the designed typeface would be the display type to go with it - to work together.
I took the Open Sans typeface and changed the kerning of the letters to -144 so that there was a slight overlap, but there was still enough space between the words that they could be distinguished as separate words and the reader could still make it out.
- bold weight typeface
- swapped the first letter to the manipulated typeface in order to hint more at the 15degree tilt
- placed the word burnout repeated along a 15degree line, then changed so it didn't look as though it was upside down
- type wasn't that large as thought small would look better initially
- development with the sticker design showed me that the larger text worked better to then have the diagonal word 'burnout' layered over it as a bit of a warning that the reader is feeling guilty about having some downtime and they shouldn't need to
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