I began by manipulating the typeface 'Franklin Gothic Book'. I manipulated the letterforms counters and also crossbars in order to maintain a similar style to that of the original. I also adjusted the terminals to allow for a sharp edge. I decided that the kerning within the orignal typeface was far too spacious and therefore wouldn't allow for the concept I was trying to create: A logo that represents the historical concept of the company but is also depicts a modern brand that is up to date with trends. Therefore I decided to adjust the kerning, inturn allowing for a typeface which attracts a wider audience.
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