Brief 2 - Logo development

After showing Rebekah the logos I devised, she chose the following due to the distinctive 'K' letterform. She reinforced how people seem to spell her name incorrectly therefore this is a good device to use. Her work, although minimal and optimises negative space, has subtle embellishment and layering that creates a distinctive aesthetic which I wanted to portray through the wordmark logo.

Logo development

The K letterform becomes an abstract shape which I can utilise through the brand collateral to form patterns, devices and an emblem that represents Rebekah and her work. I changed the font from Avenir to Gotham to create a more structured and geometric aesthetic to create a neutral form, much like her work. I altered how the K letterform extended and altered the tracking to create a balanced appearance with plenty of negative space.

I extended the K to reach the baseline — it now appears balanced and more like a geometric shape. I will need to ensure it still reads as a K, however. I also altered the kerning to make sure the spacing is consistent.

Rebekah seemed to like the thinner weights due to its light appearance:

I looked at how I could alter the geometric K letterform to potentially form a pattern?