EMOTUM
Lettering for the Emotum Company in Australia, this assignment had a very
concrete briefing: they asked for a similar logo in aesthetics to the emptype.net
one, transmitting such concepts as humanist, nearby, freely, creatively,
etc.
After some previous researches, one chose to work with the "tu" ligature providing
it with personality. Although it supposed certain complication in the legibility
level, the final result is a good integration of both characters keeping the
individuality.
Inspired by the emptype.net logo this solution possesses elements that
differentiate it from the other: the modulation and inclination of the characters
as well as the arch shape is more robust and less pronounced.
