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coming from a manufacturing/architecture background rather than from the design side, i never got in touch with typography, so far. now i'm at the point, where i think about selling some of the furniture, that i have created over the years. i put together a first concept of a logo/brochure, but looked at the whole thing once too often and need some skilled advice. here are some of my thoughts, that are behind the logo and everyhting (no need to read it, but may explain what i wanted to do):
my name, 'fertig', means something like 'done/finished' in german. i wanted to play with that and make it a statement, as i'm going to offer a finished product, a series of furniture, that reflects my ideas and rather pragmatic lifestyle. no custom orders wanted. hence, the period sign. as two dots in the logo looked too much and playful, i removed the tittle on the i. the claim should be self explanatory.
choosing a typeface was a bit of a problem, as none seems to offer a decent solution for an rt-ligature. some create a faux ligature when reducing the tracking, but that looked even worse to me, and i wanted to add some individual appearance to the standard font. as a result i came up with what you see, and am quite satisfied with it.
the two pages are printed on an a4 sheet, folded in half, and folded again into a z-booklet. i intentionally left 2 pages blank to give it some more room, but have the feeling that the frontpage looks too empty. if i increase the size of the picture, i loose my alignment with the text. moving the text up, too, eliminates the headroom and makes it look squished to the top. further enlargment of the logo makes it too dark for my taste. comments?
i wanted a clean and technical layout, but found futura to 70s and too harsh in its appearance. looking for a smoother, yet geometrical typeface, i soon stumbled upon avenir and found my match.
i tried to combine it with other fonts, but jumping on the 5-typefaces-in-10-styles-train, that you often see online recently, didn't really serve the purpose in my eyes.
the brochures will have individual colors for the different pieces of furniture, so in combination it gives you a nice palette that will lighten up the website. i'm thinking about a light gradient on the colored strips.
i think i overdid it with the cleanliness, to the point where it gets boring. unfortunately, i don't see a way of adding some more tone and personality to the whole thing. criticism, comments and suggestions are highly appreciated!
sorry for that monster of a first post. looking forward to your opinions and ideas.