Joe Leadbeater
OUGD603
Extended Practice
Brief 13 — Something More
Background
Concept
Brands are an opportunity to make our lives better. They can turn the everyday and mundane into the wonderful experiences. They can raise our awareness of things we didn’t care about before. They can change our behavior and inspire us to look at the world differently. Brands shouldn’t exist just to sell us more stuff. They need to do better. They need to care about us and the society we live in.
Open Bar & Book Collectors is the first of it’s kind: The first ever bar with a large collection of literature that can be taken out on loan.
Brief
One place in which people go to in order to relax is a bar or a restaurant. Why can’t the comfort of this retail environment be combined with the accessibility of books?
We want you to rethink the brands of today to make them better. You have been given a specific theme - you need to create a brand for it. Ask how it can be better. How do you feel about your theme. Here’s your opportunity to do something about it. Audience Students & Professionals. Those with a disposable income that they like to spend on socializing.
One major issue with current libraries is the interior aesthetic. They’re composed of cheap wood chairs, white strip lighting and a general, councillike look. You’re expected to be completely silent, with no food or drink, taking people out of their comfort zones.
‘Open’ revolves around neon signage, the playful use of illustration and type that is often traditionally seen in bars. Mandatory Requirements A logo / logotype. Appropriate branded collateral.
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Joe Leadbeater
01
OUGD603
Neon Typography Research
Extended Practice
Brief 13 — Something More
Typography
Imagery
Neon tubing has to be shaped and formed, meaning sharp corners are hard to achieve. For this reason, lot’s of neon signage uses a script style. The joining of characters is also carefully considered, so that sharp edges can be avoided. Obviously with the shape being formed by a tube, characters with bowls (like O’s) cannot be completed as a full shape.
Again, due to the nature of tubing, there are certain limitations. Imagery is normally kept simple, and obviously linear. Colour Scheme Common vivid colours - Red, Green, Yellow. Common pastels - Pink and Blue
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Joe Leadbeater
02
OUGD603
Proposed Signage 01
Extended Practice
Brief 13 — Something More
Setting Rules
Above
After looking into existing neon signs, it was important to try and set some rules when it came to illustrating signage. The first rule is that every line should hold the same thickness. The second is to never produce complete shapes, only lines. The third rule was to try and avoid working with sharp corners, and use soft curves instead.
Above you can see illustrations for various toilets, a fire escape, wifi, a smoking area and a sign for renewing books.
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Joe Leadbeater
02
OUGD603
Proposed Signage 02
Extended Practice
Arrows My research made me consider mocking up some proposed signage using arrows. I feel that using a diverse set of different thicknesses, weights and sizes would give the bar a more playful feel.
Brief 13 — Something More
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Joe Leadbeater
03
OUGD603
Brand Illustrations
Extended Practice
These followed the same rules as the proposed signage, to keep them consisant with the brand. However, I felt these illustrations could be slightly more playful, to connote the same tone of voice as I would hope for with the identity / brand typography.
Brief 13 — Something More
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Joe Leadbeater
OUGD603
Brief 13 — Something More
Extended Practice
DISPLAY
BODYCOPY
Las Enter
Bariol is a rounded, slightly condensed sans serif available in four weights, designed with versatility and readability in mind. It’s familiar and sweet, & readable at small sizes thanks to it’s simple construction.
�pen O�n �pen Ope�
Bariol was used to emphasize Open’s friendliness, and create a warmer, welcoming brand than seen in existing libraries.
04
Typographic Choices
Display
Bodycopy
‘Las Enter’ was choses to work as a display typeface. This was selected as it abided by the previous rules of my neon illsutration, and the expressive script gave quite a playful connotation. When creating the logotype, I added several characters to the font file to play around with, such as different swash options for the capital o, and ligatures for ‘pe’.
Bariol is a rounded, slightly condensed sans serif available in four weights, designed with versatility and readability in mind. It’s familiar and sweet, & readable at small sizes thanks to it’s simple construction.
The lines below each letter could also be too much at times, so I removed them and saved the font as another otf. This way both options cold be used.
Bariol was used to emphasize Open’s friendliness, and create a warmer, welcoming brand than seen in existing libraries.
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Joe Leadbeater
OUGD603
Extended Practice
Brief 13 — Something More
07 / 13
Open — Bar & Book Collectors 24 Saddle Road, HP6 4RJ We’re Open... Bar: Monday - Thursday: 10am - 12am Friday: 10am - 2am Saturday / Sunday: 12pm - 2am
05
Promotional Material
A1 / A0 Poster A large format poster was creating that perfectly summarised what this new bar / book collectors is about. This form of promotional material would be used when the shop is just opening, playing the slogan “we’re Open” playing on the name.
Book Collection: Monday - Thursday: 10am - 10pm Friday: 10am - 11pm Saturday / Sunday: 12pm - 11pm
Joe Leadbeater
06
OUGD603
Branded Collateral
Extended Practice
Loyalty / Membership Card Points are earned, firstly by registering the card at ‘morereward.co.uk’ (a common website used by companies that want membership cards). Secondly, spending money will earn points - 10 points per £1 spent. Finally and most importantly, reading books can earn points that can be spent at the bar. For every book taken from the collection and returned in time, the member will receive a certain amount of points. At each 10 books, an extra bonus reward points are given.
Brief 13 — Something More
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Joe Leadbeater
06
OUGD603
Branded Collateral
Extended Practice
Brief 13 — Something More
A3 Menu The menu uses a relaxed tone of voice, as well as the illustrations shown on the previous pages. Boxes are used to highlight sections with curved edges, mimicking the rules taken from producing the neon illustrations. As well as ordering food, customers can order newspapers, independent magazines or something from the ‘of the week’ list, shown on the next spread.
Since ‘Open’ is open long hours, there is also a breakfast menu. The second page has a stuck on membership card, which can be peeled off and used. The idea that the card is right in front of the customer (as well as being able to register on a smart phone), encourages people to become members of the library.
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Joe Leadbeater
06
OUGD603
Branded Collateral
Extended Practice
A5 ‘Of The Week’ Cards These cards would be displayed on the bar tables, along side the menus. They are used as a form or reading material, and also encourages people to read certain books. There are three different cards available - ‘Non-Fiction Of The Week’, ‘Fiction Of The Week’ & ‘Indie Mag Of The Week’. Each card displays information to do with the book, where it can be found, the amount of copies available and details of the book.
Brief 13 — Something More
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Joe Leadbeater
06
OUGD603
Branded Collateral
Extended Practice
Internal Collateral These are for the employees of ‘Open’ to use. The first is a stamping page for inside books taken out on loan. The second is an order form for waiters/ waitresses to use. The third is an example of a receipt. Notice how as well as food, magazines can be purchased whilst ordering at the bar.
Brief 13 — Something More
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Joe Leadbeater
06
OUGD603
Branded Collateral
Extended Practice
Further Branded Material Here you can see business cards, letterhead, an exterior mockup and a stamp for books on loan. Obviously I could not produce actual neon signage for the exterior, but these the two blue signs shown would be neon. I like the idea of the outside being quite minimal and intriguing, as it encourages people to come in and discover something new.
Brief 13 — Something More
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Joe Leadbeater
06
OUGD603
Branded Collateral
Extended Practice
Brief 13 — Something More
Further Branded Material
Ligatures
Here you can see a paper bag, a polystyrene cup and uniform mockups. Each product would have a corresponding illustration. The paper bag could be used when purchasing books, the cup for coffee and the uniform illustrating that the person wearing that uniform is a bar worker over someone working in the book collection section.
igatures were added for ‘Th’ and ‘ty, to give the logotype more personality.
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