This picture was taken in California on a street off of Malibu. Spacecraft is a full service hospitality design and construction firm based in L.A. The companies philosophy is a combined focus on logical space planning, project unique schemes and leading edge designs. I felt the overall message was confusing of what Spacecraft was, but the design aspect was unique and good. There are three typefaces in this sign. Usually ore then two typefaces in a logo or a sign does not work but here it does. With the word ‘space’ the typeface is more of a bold modern type with some serif’s on the end. The second typeface with the word ‘craft’ is a modern type as well, but the weight of the letters are much thinner then the first type. This gives off the impressions of more letting in between the letters. The third type with the website and phone number, is a sans serif type that is clean, simple and easy to read. The typographic message that the sign is giving is a modern feel, something to do with space and crafts (arts). Before knowing what the company was, the audience here would be young and fresh with an edge. Here, it is in black and white which always works well, black background with white text. The white text stands out well. The balance with the bold typeface and the thinner typeface works very well and brings harmony to the overall logo.
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