CDD | C Delaney Portfolio

King's Gambit

Lato Light for subheadings

Lato light for body text. This simple and unassuming sans-serif font counters the boldness of the abstract-serif style of King's Gambit, offering a visual balance with clear hierarchy and structure to bodies of text.

King's gambit should only be used for main titles, and at smaller sizes, all-caps should be used to improve legibility as the lower-case forms lose their clarity at smaller sizes as seen on the right. However, the logo mark is always lower-case, as the overlapped lower-case letters form a recognisable symbol which counters the loss in legibility.

This was a personal project for me to better understand the process of building a brand around an individual, as opposed to a service or product.

This brought with it some challenges, as the scope of potential projects is seemingly endless, so a personal brand must be able to stay flexible over a long period of time if it's to become recognisable and trusted.

Using my knowledge of building a brand around a specific need, instead of focusing on the individual themselves, I was able to create a clean-cut and presentable brand that would feel at home in a wide range of high quality, professional bodies of work.