TypeFactory identity.

The brief is based around creating a typographic museum with the purpose being, to get people who have no current knowledge of typography interested in it, with emphasis on youth.. under 18. However it must also be engaging enough for the parents to enjoy it as well as having enough interest for people with knowledge of typography to appreciate the idea behind the design.  The location of the museum is in somewhere of my choice. I have decided on the cube gallery in London.

With the target audience in mind, the ethos of museum is that of interaction, getting people interacting with everything within the museum, from the exhibits to the way finding, this will encourage interest. I particularly like the idea of people being able to move like building bricks the type with in the way finding or exhibits,creating an all round interactive experience.

With this is mind, the general theme for the identity I have started creating is that of deconstructive typography… and with the interaction of the visitors to the museum, it becoming a constructive piece of work..it is this deconstruction and construction that i think should be represented in the the identity of the logo. \

This brief i will have particular focus on the way finding of the museum as well as the general identity whilst looking at exhibit design. 

The Logo

I have decided to create my own typeface for this project, the typeface was simply be used for headers, however it will give the museum its own identity.. and i can really pushes forward the idea of construction deconstruction and thus interaction with in the museum. 

i will begin the process by taking a specific type face and altering to highlight it constructive qualities.. of the typeface.. i want to start by altering a typeface which is universal.. and commonly used, this will ad a certain degree of familiarity, i think is important in the legitimising the museum. I will begin with arial... i want to really give the feel of construction and taking inspiration from the most naive simplistic form of construction, that of children's building blocks.. and simple lines.

the lines with in the typeface are representative of a deconstructed grid system and will form the basis for my identity and will be preverlant through out.  

The legibility wasnt an issue when i begin creating the logo for the type factory. 

I wanted to create an identity that was representative of the ethos behind the museum.. that of customer interaction. therefore i want to create and identity which can change but will give the visual identity of the type factory. i will use the grid system to achieve this. 

The Logo. 

This demonstrates how the logo will change when seen over different mediums.. as explained this embodies the the interactivity of the ethos behind then brand. 

Initial Packaging Ideas.

I hope by now the concept behind the original fast food company will be clear, that of food in the style of how it used, to be, unadulterated and to the point..stripped back to the bare bones. It is this that i will try and emulate in the main body of this project, the packaging. The packaging should be representative of the stripped back to basic ideology, as well as embodying the organic nature of the products. The range of packaging will be large.. with both take away and eat in menus available. including drinks.. food.. bags and potentially a range of the original ingredients.


The carrier bags initial.

Open publication - Free publishing - More bag


from a design perspective i wanted to keep the hard hitting to the point typography. Obviously using the same typeface.. through out the identity. Simplicity is crucial into getting across the accurate representation of what the brand should portray. Here i have decided to use colours which represent simplicity over organic... although i think there is potential that using grey scale is to harsh... and has been done before.. thus i think i will begin to try and incorporate a more organic feel to the brand.. perhaps using the colour of the brown paper through out the brands packaging.. and tones that are contrived from that. In terms of the layout i wanted to simply make the hard hitting point.. i will now begin to develop a couple of these layouts.. and incorporate them on to a closer representation of what the final outcome will look like.

this is an initial idea that needs work, however i like the straight forward approach taken.. obviously the colour,  needs work, as well as the layout but it is a relatively to the point idea, that fits in with the ethos.. i will begin to develop this idea.    

here i have kept the same identity, however made it a lot smaller. which i think takes away from the what the original food company is trying to portray..although it does look slightly sleeker. the addition of colour is something i need to consider, due to the simplicity and bluntness of the work colour will be important in defining flavours or types of food.. whether i take an approach that involves florescence or stick to your stereotypical orgainc colour palette we will see in time.. i think for the time being i want to stay true to the organicity of the brand.. and then can highlight things where necessary with a vibrant colour. 

This is now beginning to take shape.. i like the bluntness in delivery.. and incorporating the strap line from before adds to the identity..from a colour perspective i think this organic style works well.. as well as keeping the desired bold approach. 

Here i have kept the same typographic layout, however turned it on its side. which i think makes the visuals slightly more appealing, and adds a certain interaction to the bag. I have also added.. the full logo in the bottom corner as well and "we deliver" and then the web site.. which will be a big part of the identity.  i will try and apply this effect over a range of packaging,. keeping the brown paper.. orginal..organic.. to the point.. through out. until.. i get to developing drinks.. will involve straight metal and glass. 

Coffee Mug Mock Ups.

Here i am going to apply the same principles as to the previous bag, using simply a tone of the bag as the base colour with a slight colour overlay..

Here you can see the coffee cups using the same principle of the previous bag, i like the way this seems to keep in contact with the organic theme. again using the simple bold typographic layout.. to which i think has been successful, i am now at the stage with this brief of creating printed mock ups and then i will be able to gage the success of this style.. i think the style i am currently digitally mocking up with relevant to what the brand image i have created of the original food company.. 

Current set.