Working on a logo wordmark for a pasta fast food chain.
They wanted something very simple and typographic.
There will be a little grunge treatment after this but i first want to get the kerning and shapes right.
I started playing with this skewed white space in the A and between the E and T, i like it but it's maybe a bit 'demanding'. I would love to know if the kerning is balanced and if the skewed line works as an element or works against the wordmark.
I made the gap the same width, i'm not sure on whether it makes the spacing look a little to close between E and T. I also changed the font below to a different weight and decreased the space between A and V.
I also started playing around with different layouts for the letters.
I rounded of the type so i did not look so agresive. Also played around with the kerning and baseline. What do you think of the rounded version in comparison to the angled ? Is the weight of the baseline better in a heavy weight or leight, i'm also playing with 2 fonts in the baseline ( the center one is Gill sans, the other 2 are both futura)