SeatGeek Logo Redesign

Our initial custom type solutions ranged from extremely lively, to more restrained. From script to sans and somewhere in between. Whatever the solution, an “EA” ligature became a must for kerning. We narrowed in on the final concept with the SeatGeek team. Finally, we had two steps to finish:??
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— First, make it actually perfect. We made a consistent execution according to the numbers.??
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— Then, make it look perfect. We made optical adjustments to balance the wordmark. Mainly, the S and K were adjusted on the in-line wordmark, and the S, T, G and K were finessed on the stacked to make them feel like they extended to the same height and baseline in the corners of the wordmark.??
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?Fore more on the process check the cases study here: https://hoodzpahdesign.com/portfolio/seatgeek-logo-redesign/