OUGD505 - Studio Brief 2 - City Patch Project - Typeface considerations

Typeface Considerations 

Logotype typeface choices 

Considerations for some initial typeface choices:

- The serifs in a slab serif typeface would be reminiscent of the shapes / lines within designated parking spaces that were referenced for the branding, creating a sense of defining an area for green space 
- Using a heavier weight creates impact and is bold like a stamp when using a slab serif suggesting the project is making a difference 
- The square nature of the serif in a slab serif typeface works well in complementing the shape of the logo which uses a square as well to reflect green space
- Using a typeface that looks handwritten it was considered could create a personal and down to earth sense within the logotype reflecting the community aspect within the City Patch Project.
- Many of the handwritten typefaces were too script like to use rather than reflecting a day to day handwriting however Kremlin Pro, MV Boli and Balloon URW were more like block writing which created a sense of individualism however was still legible enough to read effectively in a logotype. However the italic nature of Balloon URW made the typeface look too uniform to reflect a handwritten type.
- To reflect a sense of the uniformity of the city and the angular nature of buildings within this environment it was considered that using a sans serif typeface with large perfectly circular open and closed counters and bowls would create a sense of geometry and precision found in the city. A sans serif would also create a modern and contemporary feel to the logotype through the use of clean lines which would be reflective of the geometric city.
- Basic Sans has playful curves of the C creating a quirky and organic feel to and element within the otherwise geometric and symmetrical letterforms creating a sense of growth and a urban vs nature within one typeface.
- A stencil typeface could reflect a sense of the green spaces within a city as the typeface is separated forming different areas.
- A stencil typeface, which also has military associations, could create a sense that the project is on a mission to change cities and green spaces.
- The use of texture within a typeface could help create a more organic and natural sense to the logotype reflecting the organic nature of the green spaces within the project.

Combining typefaces within the logotype

Typefaces were combined together to create different effects within logotype designs.

Considerations for the logotype as a whole included:
- Using a slab serif for the word 'Patch' reflects and mimics the angularity of the square shape of the patch within the logo as well as reflecting the lines within designated space in car parks which continues the idea used in the logo into the logotype. 
- Having a serif typeface for the word city reflects the angularity and geometric nature of the city 
- Using the handwritten type for the word 'project' within the logotype adds a personal touch to the end of the design like its been signed off.
- Haviing each of the words on a seperate line makes the logotype more of a block which stand out more than when in a line, this also defines each of the elements of the name making it clearer and more impactful.
- Having the word 'patch' in lowercase letters creates a more personal and community feel to the word however makes it look less important when compared to the word city which is in capitals which is not wanted.
- To make the logotype so that it all fits within a square shape like the logo and reflects the patch shape the text sizes were adjusted and lines of text were justified so that they spread to fill the space. Justified text made the letter look to spread out, whilst increasing and decreasing the point size of the words so that they were the same width dictated the hierarchy of the words within the logotype with City becoming the biggest because it was the shortest word. However the focus is on the green spaces rather than the city so this hierarchy wouldn't work.
- Using a lighter typeface for the word 'city' and a heavier one for 'patch' emphasised the patch element more within the logotype.
- Having the logotype words over three lines creates a block which will allow the logo shape to reflect the height of the logotype making them work effectively together in a balanced way. 

Combining type and colour 

Using the initial colour scheme allowed for different effects to be created:

- It was considered that using a grey colour for city and green colour for Patch would relfect a sense of urban vs nature within the city 

- Having both 'patch' and 'project' in green defined this as a phrase in itself 

- Using the brown for the word 'project' creates a sense of it being a grass roots project thats been grown from the ground up.

- Combining the grey, green and brown in the logotype reflects the different layers within a city , the concrete , grass and soil