After Interim Crit:
Within my interim critique it was expressed that I should experiment with thick and thin lines to create contrasts within the letterforms based on the idea of structure and design. However I felt that the original shape of Avenir Next Ultra Light as a typeface was too thin and feminine so I widened the letterform as a whole and also added an apex to the top of the A, when experimenting with letterforms I also looked at the idea of adding a solid black element to the bottom of the letterform to represent structure and morals, due to Joe's work ethic. Within the designs below I began to further develop my ideas of using a multitude of lines and line work based on my visual research on the architecture style Joe likes, as well as geometric shapes and his love for maths.
I like the overall shape and structure of this letterform because it is more masculine, even though Joe tends to like thin letterforms I feel that a bolder letterform would suit his personality more (outgoing and social) than the connotations with a thin typeface.
I tried firstly by creating lines seen on the swiss architecture that I have looked at within books and in my initial research to make the letterform appear to be much like a building in terms of structure, therefore the letterform contains both Joe's outgoing personality and love for maths and structure.
However I found that by simplifying my design it works best as a font and contains elements of all the development work I had experimented with. The letterform also represents the feedback I had received about it representing a building and the formal ideas of structure and to represent a person who is technically minded (his love for shapes, maths, money, mechanics for example).
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