The beginning, the forming of the letterforms, the wordmark, is a very exciting moment, it's where you begin to see the character, the energy of the brand.
Through various experiments of different fonts, different weights, there is always one that just lands. Just in your body, feels right. We went through many fonts, you can see in the image below just a selection of that.
Once the font clicks into place, it's up to us to represent the font in a way that reflects all that this brand is. In our case, we created custom ligatures to harmonize the arrangement of these letters. Balancing out the kerning for each letter. As a result, you can see the elegance that this brought to the letterforms and the character of Fraidé started to form and visualize.
