We collaborated with Lake as typographic experts to refine their wordmark. Lake is a coloring app with the largest collection of virtual coloring books. It received prestigious Apple’s Design Award in 2017. They presented us their digital exploration based on brush lettering. Following the spirit of the coloring books, it was important to preserve the imperfections and playful shapes of handwriting. With the sense of readability, the wordmark should function well in small sizes.
Carefully adjusted details brought the quality and joy of the wordmark without damaging the initial expression.
Firstly, we identified the areas of improvement. Small, yet very important details were marked: the thickness of ‘L’, the bowl curve of ‘a’, black stain of ‘k’, eye + terminal of ‘e’ and the swashy curve of ‘L’. The quirky elements contribute to it’s funky personality, fluid arches present the coloring-brush strokes. Harmonized contrast added to balanced appearance. Our adjustments ensured that the very fine hairlines are available for use at small sizes and display devices. In order to face a variety of usage, the negative version was developed. Carefully adjusted details brought the quality and joy of the wordmark without damaging the initial expression.