Kerning

Kerning is the adjustment of space between specific pairs of letters in a typeface or wordmark. Unlike tracking, which adjusts spacing uniformly across an entire word or passage, kerning addresses the particular optical imbalances that arise between specific letter combinations. Certain letter pairs — AV, WA, To, LT, for instance — have shapes that create visually awkward gaps or crowding when set at the typeface's default spacing. Kerning corrects these by moving the letters closer together or further apart. In logo and wordmark design, kerning is critically important. The large size at which logos are reproduced makes any spacing irregularity highly visible. Professional wordmark design always involves detailed kerning adjustment, often taking considerably more time than the initial type selection and styling. Well-kerned lettering has an evenness and rhythm that is immediately perceptible as polished and professional; poor kerning, even when viewers cannot articulate why, undermines the credibility of the entire brand identity.