istd2011project02 International Society of Typographic Designers
MUTTON QUAD Do we need more food programmes on television? With channels devoted entirely to the topic we can travel the world of eating 24 hours a day. Every aspect of food, its production, delivery, purchase and preparation is analysed, theorised, visualised and criticised. Good restaurants, bad restaurants, celebrity restaurants, amateur restaurants – even restaurants in people’s living rooms are fodder for the producers. While this may inform and enable us to be more innovative in our cooking there is still something appealing about going to a restaurant. It may be a business lunch, dinner for a special occasion or lunch with the family, but one factor is always a consideration – the type of restaurant offers the appropriate environment, food and drinks that will make the occasion successful. The Brief We want you to create a concept for the branding of a typographically themed restaurant, hence the title Mutton Quad. If you don’t get the pun – check it out – it’s only a working title. 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. Could a dish with Parma Ham use Bodoni in its title? What are the possibilites for the exterior and interior? How can it be promoted? Use print, screen, combined media – the choice is yours – as long as it has a solid idea, informs and shows your typographic skills. Remember that words and language are our collateral and that your submission should be essentially typographic. Target Market Define your market, and how you will target it, in your Strategy. Requirements • Research and Development • Strategy • Specifications/Grid(s) • Dummy/Prototype(s) • Presentation Cross-reference this project brief with the Assessment Criteria sheet. Submissions will only be accepted in one robust portfolio no larger than a2.