Large Typography for Double Decker Tram Advertising

spmcreative.co.uk's picture

Hi, Basically I'm designing the advertising for a new jazz venue to be placed on the outside of a double decker tram.

The client has supplied the logo (Monotype Corsiva) and their accompanying typeface is Gill Sans Std Condensed. They have requested this to be used in the design. They requested the layout aswell. The want to portray a classy image to the audience but Im struggling with their preference of typeface. Im currently working on a rough draft (Colour Scheme Red, Silver Black). They have also requested the background of the tram be fully star lit. I have attached a jpeg of where I am up to.

Any suggestions on accompanying typefaces or criticism welcome. I'm just not getting far with the feeling or representing class thoughout the design. Obviously I can change things and present them to them

Thanks,

Simon

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Tram1.jpg157.02 KB
JamesM's picture

My suggestions are more to the general layout rather than the particular typefaces.

You've got a tough challenge because the windows give you an oddly-shaped surface to work on, but my first impression is that the design is way too busy, like you're trying to put something into every available space. And you've got the URL 2 times, the phone number 2 times, and the logo 4 times. I think once should be enough for each of those. And the symmetrical layout is a little static.

I'd say cut out the duplication, consider a less symmetrical layout, and consider using the space you've freed up to put in a picture of a jazz musician, for example, as the focal point of the design.

Nick Shinn's picture

What a f*cking mess.
Not that it's your fault--that responsibility lies with those who thought it would be OK to blight streetscapes with "total graphics" advertising entirely covering public vehicles, rather than discreetly placed in panels.

The opening sequence of the 1929 film Piccadilly: title credits pass by on the advertisement panels of buses.

JamesM's picture

I hadn't noticed you'd said "They requested the layout". Well, even if they requested that particular layout, you could still present alternatives, too.

Keep in mind that moving signs may only be glimpsed for a second or two, so the main message needs to be very concise and obvious. With the current layout your eye doesn't know where to look; there are messages scattered all over the place.

The title credit from 1929 that Nick posted, though obviously old-fashioned in style, shows a concise message with a clear hierarchy. It communicates effectively.

spmcreative.co.uk's picture

Thanks for your comments, I will upload a second draft very soon.

Rob O. Font's picture

And their logo is so hideous if you don't redo that first, it is practically hopeless, imho.

Nick Shinn's picture

Favourite star logo:

Paul Cutler's picture

It's a **** tourist bus. Don't listen to them, it's supposed to be cheesy and overdone. Just have fun with it.

pbc

John Hudson's picture

Hey Nick, it'd be fun to use ‘total graphics’ to make one of these buses look like a Routemaster, complete with trompe-l'œil rear platform.

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