Wordmark for a food brand

serdar's picture


Critiques appreciated. I'm looking for tips to refine letters.

hrant's picture

The straight-to-curve transitions look pretty wobbly.
But we'd need a higher-res version to tell what's what.

BTW, what's it about?


serdar's picture

Here in hi-res:

hrant's picture

Yes, many places where the curves start going
out (like the right side of the bottom of the
right stem in the "H") aren't smooth enough.

Oh, and I just had an idea: what if you made the
bars of the "ff" join, making a capital "H"? You'd
probably need to make the actual "H" lowercase,
and possibly even highlight the "ff" in some way.


serdar's picture

Hrant, thanks for your comments. I tried connecting ff but didn't like it. Still undecided on other things like making the ends round or sharp.

Let me tell you what bothers me most, and this is more visible (to me) in the non-outlined version.

Now as I see it, /f/ looks thick /a/ is thin, /n/ heavy, overall they all look like they are in different weights.

eliason's picture

The space between the /f/s does seem like the most pressing problem to work out.

aluminum's picture

My nitpicks: The 'a' has a flat bottom, the 'r' is a bit heavy overall, and the ff is begging to be connected at the crossbar. Overall, though, very nice.

serdar's picture

Variations on /f/.

Thanks for all your feedbacks. Working on letters, curves and weights...

Birdseeding's picture

I think the second new /ff/ is the best so far. The ball terminal variants look clumsier. I'd see what I could do if I were you about the arc of the /a/ - which needs more weight, whereas the stem probably needs less – and the shoulder of the /r/, which seems too heavy. I'd also consider making the /n/ a bit wider if possible.

all about seb's picture

Nice. Have you tried making the the first 'f' slightly lower or the second higher. Quite common in ff ligatures and might give it an interesting dynamic.

serdar's picture

Birdseeding: Nice suggestions, especially thanks for the one on /n/.

all about seb: Yes, I've seen a lot of those ligatures while browsing font sites, but I'm guessing that will be too much here, as there is enough upwards and downwards movement already.

apankrat's picture

One thing that (I'm sure is intentional) is the relative thickness of left side of the a's bowl and its right side. Left is thinner and it makes /a/ look somewhat dystrophic. /n/ and /e/ have the same difference, but it's the right that's thinner. I wonder if flipping the thickness on a's bowl would make the whole thing look a bit more self-consistent?

serdar's picture

apankrat: Definitely worth trying and it might be related to my main concern.

I don't know if it's because of problematic curves Hrant mentioned or anyhing else, but the flow of letters as a whole still does not feel right, especially when viewed without outlines.

By the way if you know of similar fonts, it would be helpful to investigate.

hrant's picture

Try making the terminals of "a" and "e" pointy.


ilovedesign's picture

Personally I rather like this. Nothing I could think of that could really do that much of an improvement or a difference. Good job.

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