EQUEST
A luxurious & modern sans serif developed by Rebecca Thompson
TABLE OF CONTENTS
CONCEPT 4 the problem the research the solution
DEVELOPMENT
12
beginning stages form decisions
EVOLUTION digital adjustments modifying Y & R digital advancement
20
SOLUTION
28
details retrospect
SPECIMENS 35 condensed specimen extended specimen
EXECUTION 41 products websites advertising
3
CONCEPT
THE PROBLEM In 2018, Burberry changed their typeface to a modern san serif that is easy to read on screen. This overall idea is strong and ideal for the society we live in today. However, this drastic change made Burberry seem to lose its tradition and elegance. Through a typeface redesign, a new but traditional typeface can be developed to keep this company’s original attributes while still being legible on screen.
7
THE RESEARCH Burberry started using this bespoke Bodoni typeface on their high end products in 1999, which is the logo people normally think of when they think of this company. When they switched to a modern san serif, they experienced heavy backlash. Burberry customers miss the high end serif branding and many other companies are making this change to modernism. The issue with this direction is that companies branding all look very similar; thus causing consumers to not be as loyal to one label when they look the same as the surrounding logos. This information directly influenced the idea behind a redesigned typeface for Burberry that is modern and classic.
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BU B RBE BU BU RBE R RR BU RB
THE SOLUTION Developing a luxury and modern san serif typeface that is blended between the current modern and previous elegant typeface will ensure emphasis on legibility. This concept will create a bespoke typeface for Burberry to be used on their products, website, and for advertising purposes. This san serif typeface will have attributes from Bodoni and from Urania to create a compelling and custom specimen. With these two typefaces together, they will ensure a new san serif will have the classic look that Burberry has traditionally been known for.
RY RY ER R BU BU BU RBE RB RB ERR RR ERR YB Y Y RBE BU UR R R B B RY RY ER R B B Y BE UR UR
DEVELOPMENT
BEGINNING S TAGES The name Equest is derived from the original logo design for Burberry. The original Burberry logo is an equestrian, therefore directly influencing the name Equest for this thick and thin, modern yet traditional san serif. The process of creating Equest started with carefully measuring letter forms to ensure the typeface stayed within the parameters of its previously designed typefaces. Initially, it was important to take a look at the specimens for both Bodoni and Urania to get an idea of how the angles and curves would be handled and developed in this new typeface.
Bodoni 15
FORM DECISIONS One of the first steps to successfully design Equest required a strong grasp on the shapes, line weights, and heights that make up a luxury typeface. Common features of a luxury typeface are thick and thin contrast in line width and a high x-height, which is where the tops of minuscule letters reach. With knowledge of these attributes, Equest needed to have thick line widths and thin line widths for balance in contrast. Equest also needed a wide set curve to create a legible and elegant specimen.
17
EVOLUTION
DIGITAL ADJUSTMENTS As Equest started to develop digitally, there were letters that changed while going through the digital process to create a more cohesive design. Multiple majuscule letters needed to be revised to ensure consistent letters within the typeface. Represented to the right are different letter forms that underwent changes during the process of digitalizing of hand rendered letters that needed to take place to move forward with Equest.
O 21
MODIFYING R & Y The R and the Y in Equest are such prominent letters since they are used frequently in the word Burberry. Since they are used so often, they are some of the most important letter forms in this typeface and needed adjustments to appear cohesive with the other letters. With both of these letters, finding the right median took a few attempts. From vellum rendering to the final digital there were multiple changes. One of the main changes was taking the cross bar on the R lower and having a wider curve that mimics the curve from other letters. One of the major changes of the Y was mirroring it horizontally so the thick weighted side was on the left. These changes created more stable letters.
R Y 23
EQ E N U EQ EST D UE E C Q S O U S ST T E T E ES QU T E Q DIGITAL X TADVANCEMENT UE E E S N T ST D C E EQ CO D UE NDE EQ ST NS U EX ED TE ND Once the decisions of the forms and the digital adjustments were made, there was still room for growth, so the advancement from Equest Condensed to the Equest Extended version took place. This version of Equest consists of thicker letter forms that have an even more luxurious impact for this typeface. The extended version is slightly elongated while still having the higher x-height which activates a luxurious look. The typeface is overall wider causing more negative spaces that also help its legibility.
Q S E T U C N E DE OND ST CO DE D D N E D E N E E X S ON QU ED T NS E DE E E N S Q N D T U E EX SED E E S X T TE EQ T C E N ON O UE N D DE ED ST DED C UE NSE E O Q ST D E UE ND EQ EX QU ST EN U E T E S E DE ST EN T C X D DE O C
SOLUTION
DETAILS Equest is specifically designed to be functional for print or for web. To accomplish this, Equest has thick and thin weights. The thins for Equest are a little over half of the weight of the thick lines. Shown here is a representation of the thin lines in contrast to the thick lines. With these specific weights, the typeface can be seen clearly on screens and still looks high end and elegant in print for products or for advertising.
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RETROSPECT A look back into the Burberry logos from 1999 and 2018 shows just how drastic their changes were and how a new typeface combining attributes from two of their logos can successfully create a compelling design. Companies have been pushing towards screen friendly typefaces and as a designer, it is important to keep parts of the previous designs so consumers don’t feel over or underwhelmed by the change. The newly designed typeface should be comfortable to the consumers so that they do not have to think about the change. The job of a designer is to make the life of society easier. To make this change easy and familiar, Equest needs to be similar to the previous famous serif and similar to the new screen friendly san serif.
1999
2018
BURBERRY 2021 REDESIGN
SPEC IMENS
EQUEST CONDENSED
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz
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EQUEST EXTENDED
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz
123 456 789 0
! ? .,( ) & 37
EXECUTION
CREDITS www.burberryplc.com/en/company/history.html www.globalblue.com/destinations/uk/london/top-10-facts-on-burberry hyperpix.com dafont.com https://footwearnews.com/2020/business/retail/burberry-face-mask-1203044939/ https://apparatusmag.com/2014/11/10/watch-burberrys-from-london-with-love-campaign-starring-romeo-beckham/ http://itsgirlyblog.blogspot.com/2015/01/burberry-from-london-with-love.html https://screwitimfierce.wordpress.com/tag/from-london-with-love/ https://workingnotworking.com/projects/115878-burberry-from-london-with-lovedooh https://luxity.co.za/authenticate-burberry-handbags/ https://www.funnelartisans.xyz/products.aspx?cid=161&cname=burberry+polyester+coat https://www.bloombergquint.com/pursuits/sell-old-burberry-online-and-the-brandmight-invite-you-for-tea https://www.myfonts.com/fonts/hoftype/urania/ https://tumblrgallery.xyz/post/447442.html https://us.burberry.com/