I quickly identified a typographic identity was most appropriate for the End of Year show identity which was informed by the range of research into LCA / Degree / and external exhibitions. Due to the events showcasing exciting new design I wanted the overall identity to feel contemporary and fresh. Within my initial type experimentation I explored a range of typography that appeals to a fresh design aesthetic utilising fonts such as DRUK and ahamono to appeal to a design centred target audience.
Concept 1:
Identifying Druk extra wide as a successful experimentation of type due to its unique character, contemporary feel and thick weight makes it successful for developing into the identity as it can become a focal point of the Limited Editions show almost making it a brand of its own. I wanted to create an analogue feel to tie in with the creative nature of the institution particularly the less digital courses such as printed textiles and fine arts. For this I used the CMYK colour palette to create an overprint effect, liquifying the type and making it look like a misprint. This provides insight to the creative process providing a glimmer how how type is formed within its creative expression of the identity.
Concept 2:
Examining the previous identities for the LCA degree shows I identified that these all had bold and sharp typographic titles as evidenced within the Made Here (2016) and the Going Going Gone (2015) shows, therefore informed the concept to adhere to this digitally refined aesthetic. Initially exploring Campton within my type experimentation and is particularly successful due to its geometric skeleton that achieves simplicity with a subtle friendliness within humanist detailing making it engaging as a display typeface for the exhibition. Working with a capitalised direction further accentuates the geometric qualities of the type, I also developed the 's' to be in small caps both stylistically to create a more aesthetic pleasing composition also to demonstrate each piece is a limited edition by itself but brought together collectively within the whole degree show.
Feedback:
My decision as to which concept to develop into a final direction was informed through student feedback. I asked which they felt was most reflective of LCA and which would work best over the diverse range of collateral required over the breadth of the degree show. All of the students I asked felt concept 2 was more appropriate and successful as an identity for the show, they suggested it was bold and engaging through the custom kerning and small caps 's' making it individual yet was fairly neutral which would allow to be universally appropriate over a range of execution. Responding to this feedback I followed this concept developing a range of extensions that will successfully work with the logo. the logo is successful as it works at any scale, its reproducible in black and white and will neutrally compliment the work within the show and isn't targeted at one particular course / area of study.
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