Lupton "Letter" | Llewellyn

Aerie's wordmark is very effective in conveying the youthful vibe of the American Eagle brand. Aerie sells loungewear, activewear, cosmetics, and intimates to teenage girls. The type of letter they used for their wordmark perfectly relates to the name of the store. By not fully connecting the lines in the "a" and the "e," it creates more open space and makes the wordmark literally appear more airy. The tracking between the letters is also spaced out a bit more to further enhance this airy effect. The wordmark uses rounded serifs which helps the brand look stylish without appearing too traditional. The rounded serifs in addition to the open letters make it appear modern which appeals to the younger crowd. The lack of both ascenders and descenders works to make the workmark very light and fun. It is a good indicator that Aerie is a store all about being both comfortable and cute. The short length of the Aerie name and use of only four different letters helps to make the company appear energetic and girly. It is apparent that a lot of thought went into Aerie's wordmark-- it definitely does a successful job of appealing to the audience that it is trying to target.