This is the identity and website for my wife Eileen’s new business, Simply Brown. She chose D’Amico Regatta and I worked around it. Our goals were clarity and honesty (Bernina), warmth and fun (Regatta). More about the type palette below.
First type exploration. On the left, PLINC’s Copeland Milo with Rooney Sans (a lovely pair, but not the right choice for this project). On the right, final choices (except here, Kepler Regular at standard width).
From top to bottom, D’Amico Regatta, Kepler Semicondensed, and JAF Bernina Sans. Kepler roughly shares Regatta’s contrast, vertical stress, and angled top serifs — enough to carry the logotype’s personality downward into the composition. And this width and weight of Kepler, Semicondensed Medium, has a rhythm similar to Bernina. If this combination is successful, Kepler is the key. Bernina does its job quietly and unobtrusively, its round dots, tailed ‘a’, two-story ‘g’, and curvy ‘y’ contentedly similar to the corresponding shapes in Kepler.