photo by Andras Vas
This is something I think about in traffic: the only place you really see extreme letter-spacing is on cars. Does anything beat automobile letter-spacing? Are there some unwritten rules about what type of product it works on?
photo by Andras Vas
Great point. The only one I could think of off the top of my head is SMEG. But I think they are referencing a 1950’s automotive aesthetic.
That is indeed extreme! You could easily fit another set of letters between those. So cars and appliances had their heyday / aesthetic touchstone set around the same era? or maybe it was/is a matter of filing these large blank surfaces. Cars are less planar nowadays but the wide tracking is just an established or expected look…
Nice one! I think that will be tough to beat @rkuchinsky — the letters look spaced at 4x the letter height - enough to squeeze the rest of the name in there…
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This is also interesting — Hyundai spaces out most of their model names but Kia does on only a few (the SUVs). So wide spacing is basically reserved for the higher market segment.
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K E R N I N G
Some one took their time spacing that 
Yeah it is quite nice!
wowza, never noticed that before!
Anyone else bothered by this:
I also remember vintage radios having this wide kerning logo on the front, probably to fit the horizontality. Like Philips, the original logo was much narrower (on the right):
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great call on those P H I L I P S radios!
Yes, the swoop of the A’s combined with the italic makes it a real mess!
“Its not the S I Z E of your L E T T E R spacing. Its what you D O with it.” =)