Gotham Grunge

PROJECT TYPE 

Typeface, Branding

DELIVERABLES 

Typeface, Booklet, Case Study, Merchandise

SOFTWARE

Adobe Photoshop, Adobe Illustrator, Adobe Indesign

Guitar Center is a guitar shop created in 1959 in LA, California. It has a unique logo that needs to be improved for legibility and to capture its target audience. The logo should embrace rock n roll and grunge, blending classics of rock with modern rock. The logo should also appear trustworthy and appealing to customers.

The process involved researching Guitar Center, its brands, and the typefaces of popular brands like Gibson and Fender. The goal was to create a typeface that embraced rock music and had unique curvatures and letterforms. The typeface was created using geometric serif with Gotham proportions, featuring a triangular pointed serif that resembles rock n roll and metal grunge aesthetics.

Some issues encountered during the process included ensuring serif placement was hindering the legibility and was visually appealing and uniform.

After digitizing the typeface, many lines needed to be appropriately curved and adjusted. After seeing these issues, the digitization process had to be restarted. This allowed corrections to be made and the letters to be more uniform, improving the overall appearance and legibility of the logo.