For the past few months I have been working on my various type design projects to ramp them up for a release under my own label. I did a thorough brainstorming session over the weekend and came up with a new name: Arity.
I would like to throw this at you and get some feedback, your personal opinion, your gut feeling, your experience and your wisdom. The logo design is in early stages, but I like the direction. What’s more important to me is your opinion on the brand name.
There are some core values behind the brand:
* Reading focussed
* Display (mobile and desktop screen) purpose mainly (but not neglecting paper)
* Searching for new formats
* Contemporary and future oriented
* Less tradition, more direction
Before you dissect these values, keep in mind they are merely there to give the brand idea some direction. They are not to be taken literally.
I’m looking forward to your feedback!
(Addendum: for some reason this thread ended up in Lettering Critiques, which was not my intention. I tried to change this, but it appears that is not possible. Sorry for the confusion.)