I wanted to create a signature font for my artist to create branding and identity. I wanted to keep this cohesive between the digipak, magazine advert and opening of the music video allow the audience to instantly recognise Urte as an artist.
The identity of the artist is typically slightly futuristic and the minimalist white writing of both Lorde and Ellie Goulding's branding appealed to me as they both fall into this category, too. I took the capitalisation from both and incorporated it into my own logo. I also took the use of a sharp one word reference name from Lorde and took my performer's first name which is short and easy to remember.
I used Dafont to find a decorative and futuristic font. I decided on Inspira as the font itself is simple, much like Ellie Goulding and Lorde's font, although the decorative lines and arrows personalise and add identity. It also remains easily legible.
I downloaded the font and altered the letter spacing on Photoshop until the letters nearly touched to allow for the largest possible sizing within the video dimensions. I made the font colour white in order for it to show when layered on my video and saved it as a transparent PNG file. This meant when layered on top, no background will be evident.
Below are the three stages of the opening where the logo is flashed up. It carries the first shot through the transition and into the second where a pull focus is used to bring Urte into focus.
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