The Refinements, so we finally agreed on a typeface, and he actually found the typeface, 'cause I told him, I said, at this point, I've shown you 20 different fonts, so do you wanna look online and maybe find one that you like, that's free? You know, and he did, so this was a free font. It's called I, it's spelled A-I-L-E-R-O-N, and it's very neutral, it's very clean. Helvetica is always a nice option, but there are so many other options out there.
These days. So this has a little bit more character than Helvetica. Helvetica feels very neutral. I bolded his name, and then the photography is in a lighter version of that typeface.
Still black, though?
You always wanna create contrast.
Yeah, we never introduced color into the mix.
Not even a gray? Sometimes, it looks like the photography could be a little gray.
Well, the final version is actually 80% black.
So he wanted a dark gray, so understated, 'cause his photographs are very colorful.
it's really effective to just bring that black percentage down a little bit, and it really, I mean, with it all in caps, it's already commanding so much, you know, just as is, that not to compete with the name.
Yeah, it was a really effective way--
And you guys, you can see the contrast between the type. A heavier weight that's larger, that's in sentence case versus the lighter photography, and again, the spaced out letters, so it feels like you can breathe, and then, again, finally convincing Justin to drop those unneeded marks. Like don't you think that that just is another thing, and it sort of makes things feel noisy? So the final version was, again, keeping in mind, his website, so this would be horizontal across the top.
Yeah, I was gonna actually ask you really quickly, so here we see this sort of length-wise relationship between the symbol and the logo. Did you operate, I guess, other options as part of the suite of deliverables, or was it just, it was gonna be a lengthwise symbol type?
I think we always had in mind that we would move 'em around and separate them.
So he was cool, he wanted it to be modular.