We enlisted the support of Tim Kim, a designer based in San Francisco, to develop our brand identity. What we got was a partner that listened to our ideas, pushed them to a good edge, and captured the emotion and quiet confidence that we wanted our identity to communicate. In his words, here’s a short view of the journey Tim led us through.
The Beginnings: Giving a name a voice
“Typography is a very emotional thing. Whether or not you are aware of it, you will have some sort of response to it. 'Quiet confidence' was what we wanted to convey and we learned the subtle traits of typefaces.”
The Discovery: Finding our place
While type is subjective, there are some general attributes to the different categories of typefaces. Hairline serifs (top left) convey elegance and sophistication, sans serif (top right) are straightforward, serifs (bottom left) are functional and legible, while slab serifs (bottom right) are masculine and sporty. After looking at letterforms, it's apparent that something between the fashionable hairline serif with the legibility of a textface serif is the direction to go.
"Good examples of this look are found in newspapers and magazines. While they are commonly in joke punchlines for their dying nature, typically their typography is among the best. For good reason, they have to be beautiful, versatile and also practical within the constraints of space. All of these are great descriptions for the type of emotion we want to go towards for HonourMark."