Geometry,
custom type
for identity

 

Geometry,
custom type 
for identity
Geometry, custom type for identity
Geometry, custom type for identity
From the logotype to the typefaces
This custom typeface project was commissioned by Geometry, an advertising agency with branches all around the world. The project consisted of the design, development, and production of a typeface family that will serve for their new brand identity that reflects an evolution: “a modern, diverse, curious, fun company that is confident and ambitious for the future”. Geometry has two weights, the regular, based in the logotype, and the thin.
From the logotype to the typefaces
This custom typeface project was commissioned by Geometry, an advertising agency with branches all around the world. The project consisted of the design, development, and production of a typeface family that may serve for their own identity purposes. Geometry has two weights, the regular, based in the logotype, and the thin.
From the logotype to the typefaces
This custom typeface project was commissioned by Geometry, an advertising agency with branches all around the world. The project consisted of the design, development, and production of a typeface family that may serve for their own identity purposes. Geometry has two weights, the regular, based in the logotype, and the thin.
From the logotype to the typefaces
This custom typeface project was commissioned by Geometry, an advertising agency with branches all around the world. The project consisted of the design, development, and production of a typeface family that will serve for their new brand identity that reflects an evolution: “a modern, diverse, curious, fun company that is confident and ambitious for the future”. Geometry has two weights, the regular, based in the logotype, and the thin.
The logotype
The starting point was to refine the designed in-house logotype, as it had some problems with legibility, and spacing, much visible in small sizes. To solve them I worked with optical adjustments, the construction of g and y, and the general spacing. 
The logotype
The starting point was to refine the designed in-house logotype, as it had some problems with legibility, and spacing, much visible in small sizes. To solve them I worked with optical adjustments, the construction of g and y, and the general spacing. 
LM_GeometryLogo
When working on the typeface with the art director, we decided to transfer some of the logotype peculiarities to the typeface, as the geometric roundness, the letter t and the absence of capital letters. In relation to the texture, I offered different possibilities and resolved it by using the open counters feature to create a distinctive texture when setting some headlines and short texts. but changing the g and y descenders.
While testing the fonts, we found difficult to get rid of the peculiar g and y, but also about having the option of closed counters, to solve it I created alternative character sets. Finally, the complete character set consists of 430 characters. 

The alternates and the full character set for the two weights

© 2005-2018 Laura Meseguer
Custom Lettering and Type Design 


© 2005-2018 Laura Meseguer
Custom Lettering and Type Design 


© 2005-2018 Laura Meseguer
Custom Lettering and Type Design 


Drop me a line!
mail@laurameseguer.com

Drop me a line!
mail@laurameseguer.com

Drop me a line!
mail@laurameseguer.com