ISTD Typographic Restaurant
Brief: Create a concept for the
branding of a typographically themed restaurant...This should be a
thorough appraisal of the possibilities of not only the visual identity
but how the typographic theme could permeate all aspects of the place.
Solution: Taking my cues from ISTD’s working title, ‘Mutton Quad’, I created a brand and menu to represent the combined themes of typography and food. The restaurant was branded with a single letter: a capital ‘T’, initial of ‘typography’ as well as a rhyming alphaphoneme of ‘tea’. As both a letter and sound, ‘T’ has a huge capacity for exploitation within branded materials, which I have indicated within the copy of restaurant literature and paraphernalia. Aside from the linguistic benefits of ‘T’ as a brand-name, the aesthetic qualities of the letterform are also significant within development of my design concept; the ‘T’ logotype was chosen for its table-like qualities that can be exploited throughout the interior and printed media associated with the brand. By placing chairs around the ‘T’, or items on top of it, the letterform becomes a piece of furniture, further intertwining the themes of typography and dining. This is exploited particularly in the design of the food and drinks menus, where dishes are ‘stacked’ up on top of the ‘T’ table for customers to choose from.
Solution: Taking my cues from ISTD’s working title, ‘Mutton Quad’, I created a brand and menu to represent the combined themes of typography and food. The restaurant was branded with a single letter: a capital ‘T’, initial of ‘typography’ as well as a rhyming alphaphoneme of ‘tea’. As both a letter and sound, ‘T’ has a huge capacity for exploitation within branded materials, which I have indicated within the copy of restaurant literature and paraphernalia. Aside from the linguistic benefits of ‘T’ as a brand-name, the aesthetic qualities of the letterform are also significant within development of my design concept; the ‘T’ logotype was chosen for its table-like qualities that can be exploited throughout the interior and printed media associated with the brand. By placing chairs around the ‘T’, or items on top of it, the letterform becomes a piece of furniture, further intertwining the themes of typography and dining. This is exploited particularly in the design of the food and drinks menus, where dishes are ‘stacked’ up on top of the ‘T’ table for customers to choose from.