Museum Identity - Custom typeface or no?

Primary tabs

14 posts / 0 new
Last post
Blitzen Bee's picture
Offline
Joined: 10 Aug 2011 - 6:22am
Museum Identity - Custom typeface or no?
0

Hi everyone,

This is a class project: an identity for the Museum for African Art. I'm wondering if adding a custom typeface to the project will complicate it with too many elements.

Below are rough sketches:

(A) My original logo concept: symbol with wordmark (in Verlag). Verlag is used throughout the identity as a display and text face.

(B) Symbol with wordmark in a custom typeface (I haven't built out the entire font however). I like how strong the type looks when big and overlaid on an image, but does it clash/fight for attention with the symbol?

My gut says the symbol and custom face are both viable options, but maybe not when used together.

I've been wrestling with this for a while.
Thanks so much for your feedback!

Luma Vine's picture
Offline
Joined: 1 Jun 2010 - 1:16pm
0

The custom face feels too geometric and suggests hi-tech a bit too much for your subject. Option A feels museum-y but you could probably explore some other options that spoke more to the subject. The logomark is really impressive, and suggests a lot that I associate with the subject.

Penn Glendinning's picture
Joined: 25 Jul 2008 - 1:09pm
0

I'd definitely go for 'A'. Much more harmonious with the rest of the identity styling.

darrel's picture
Offline
Joined: 4 Feb 2003 - 6:03pm
0

I agree. The mark is very strong. And, obviously, the art itself will be very strong, so a typeface that doesn't draw too much attention to itself is probably the best bet.

Blitzen Bee's picture
Offline
Joined: 10 Aug 2011 - 6:22am
0

Thanks for the feedback everyone. The custom face does clash a little. For what it's worth, here was another custom face I was playing around with.

Overall I agree that the logo should play the lead role, with a simpler typeface as a supporting role.

=)

Blitzen Bee's picture
Offline
Joined: 10 Aug 2011 - 6:22am
0

Oops forgot the attachment.

Luma Vine's picture
Offline
Joined: 1 Jun 2010 - 1:16pm
0

Are you trying to echo the squareness of the mark in the angular forms of the letters? Still there seems to be the wrong message to me. Too geometric, mechanical.

Blitzen Bee's picture
Offline
Joined: 10 Aug 2011 - 6:22am
0

Yes Luma, that's what I was trying to do. Verlag (pointy geometric) does that job decently, but I wanted to see if there was any other alternative =P

Penn Glendinning's picture
Joined: 25 Jul 2008 - 1:09pm
0

The custom types are nice and would be great to have tucked away for another project.

Thomas W Phinney's picture
Joined: 3 Sep 2002 - 11:00am
0

You may want to learn a bit more about type design. For example, the idea that in order to *look* monoline, the horizontal strokes need to be thinner than the vertical strokes. I'm guessing that you have made them the same thickness, which makes the horizontals look slightly heavier than the verticals.

There are some other minor suggestions I'd make, but in any case I agree that those styles are not as well suited to the project, anyway.

Cheers,

T

Tim Aarts's picture
Offline
Joined: 13 Jul 2011 - 4:57pm
0

Definitely option A!

Verlag works fantastic I think. Love the colors and your ziggy zag theme too.

Ayse Kongur's picture
Offline
Joined: 16 Dec 2006 - 1:13pm
0

Your logomark looks impressive. I definitely get the tribal feeling. Besides you can easily transform the abstract symbol into information design for instance to classify wide range of things, wayfinding design and galleries. I also think the simple elegance of Verlag doesn't steal the lead role from the identity design.

It is a nice idea to experiment custom typefaces to match – a unique touch in my opinion. But I think your proposal takes me to the wrong eras: Constructivism, De Stijl, Sci-fi. Nowhere near tribal and earthy tones of the African culture.

Blitzen Bee's picture
Offline
Joined: 10 Aug 2011 - 6:22am
0

Thanks for the great feedback, everyone - your thoughts were smart and encouraging. Now that we've solved this little dilemma, I'm motivated to forge ahead!

Thomas - yea, I knew the custom type needed lots of fine tuning. I certainly didn't take enough off the horozontals! Perhaps I'll work this face up in the future as a personal project.

Unified's picture
Offline
Joined: 11 Jul 2007 - 5:16pm
0

agree option A all the way. the only thing i might ask is, should the mark be centered horizontally with the words?