SEABOAR D
A bold & loosely geometric sans serif.
TABLE OF CONTENTS Process 1. The Problem 2. Research 3. Concept 4. Development 5. Letterform Evolution 6. Solution Specimen 1. Majuscules 2. Minuscules 3. Numerals 4. Logo Test Drive The Credits
PROCESS:
DEPARTING
THE
PROBLEM:
BRAKEMAN’S COFFEE
Brakeman’s Coffee is a coffee shop in Matthews, NC. The shop was founded in 2017 with the motivation of providing a place for customers to “slow down. On a railroad, the brakeman’s job was to be aware of how the train was slowing down and, to set the pace in order to for passengers to feel safe. Currently, Brakeman’s Coffee uses an array of sans-serif fonts in their branding without an evident deal of intentionality. The lack of consistency in their brand is not reflective of how consistent the rest of the business is. Most of the shop has intentional railroad elements—from the wall decor to tables. The current warm color palette and simple logos set the foundation to create a rail inspired typeface.
RESEARCH:
SEABOARD & MATTHEWS
What began as a wooded area known as Fullwood transitioned into Matthews, a small southern town, when the Seaboard Air Line Railroad ran their tracks through the area in 1874. The Railroad allowed for the merchants and farmers in Fullwood to be connected with the rest of North Carolina, along with the continental United States. The town was then named Matthews after Edward Matthews, a director at the Seaboard Air Line Railroad. Since 1874, Matthews has experienced a tremendous amount of growth due to its appeal of being near uptown Charlotte. At the beginning of the decade when coffee shops began to become more popular in Charlotte and other metropolitan areas, Matthews lacked a distinct gathering place. Brakeman’s created a place for all of those in Matthews to gather and connect, much like the original Seaboard Air Line Railroad.
CONCEPT:
A RAIL INSPIRED SANS SERIF
The goal for Seaboard was to create a typeface to be used by Brakeman’s Coffee for display that was directly influenced by the typography found on Seaboard Air Line trains. The final product being bold and loosely geometric is reflective of this. The “R” was the first letter that the current Brakeman’s logo and Seaboard trains had in common, this served as the basis for the rest of the typeface. The numerals were also created using those found on Seaboard trains with the existing proportions used for the majuscule letters.
DEVELOPMENT:
BALANCING BOLD & READABILITY
For the majuscule A, the thick, or heavy, proportions created a tighter counter space. Removing the point from the cap allowed for there to be a larger counter space in order for the A to be legible at further distances.
The minuscule p was one of the characters that went through the most dramatic transformations, and impacted the overall proportions. In the preliminary sketches it was set at half the weight of the majuscule. Figuring out how to balance having a heavy stroke while leaving enough space for the counter was a key element.
EVOLUTION:
DIGITAL SHIFTS TOWARDS CONSISTENCY
SPECIMEN:
AT THE STATION
TEST DRIVE:
SEABOARD IN ACTION
CREDITS www.instagram.com/brakemanscoffee/ www.brakemanscoffee.com www.matthewsnchomeforsale.com/living-in-matthews-nc/ www.american-rails.com/seaboard.html www.graphicburger.com/canvas-tote-bag-mockup/ www.country4k.com/product/2-free-cap-mockups/ www.graphicburger.com/enamel-mug-psd-mockup/ www.dribbble.com/shots/3771284-Enamel-Pin-Mockup-Free-PSD www.mockups-design.com/free-pin-button-mockup www.mockups-design.com/free-flattened-paper-bag-mockup/