Logotype

Leading: Space between lines of text
Kerning: Space between letters in words
Tracking: Uniform space between letters in words

Development of logotype

Taking my finished typeface, I tried different ways of laying it out to create a logotype.



Trying different combinations of upper and lower case
The differences in word length make it difficult to get the logotype to look balanced.
I prefer the logotype in upper case. It demands more attention and looks more balanced than the mix of upper and lower case. 



Using one of the shapes from the modular typeface, which is originally from a piece in the exhibition by Xiuching Tsay, to add to the logotype and to replace the 'oo' in Bloomberg and the 0s in 2020.

The counters in these shapes will be allowed to move freely, meaning they can interact with other design elements and be animated for digital platforms.