Foodpreneurs // Typography

The brief asked us to focus on clean typography as a core element of the brand. While Andy worked on creating an illustration style for the brand, I focussed on exploring options for appropriate type to form the Foodpreneur logo. As it would be used commercially, we had to balance licensing costs against other deciding factors.  Here were my favourite contenders:

Soleil is €50 or £29.62 for a print licence and available for $16.99 to host on web through fontdeck

This worked best in the thinner weights where it shares similarities with Avenir. 

Another possibility identified was Garage Gothic, which could be bought for $40 / £23.68 with a web licence for $20 a year. This worked best in capitals and had a chunky but runded feel that could fit the brand ideals. 

Sofia Pro uses an absolute geometric makeup which fits our aim to promote the friendly, humanistic aspect of the street food trade. It costs $35 or £20.72 for print

Brandon Grotesque is a fantastic font which is rounded but maintains strong and distinct characteristics. It costs $40 or £23.68, and $20 for an Adobe Typekit web licence. 

From here I began to play around with different options. I found that brandon grotesque worked really well in uppercase, and fit the collection of letterforms well.

I tried to find a way to introduce variations in colour but found that this wasn't really working. 

Here I tried to emphasise the network of food traders through connections that cross over the logo. 

However, I found that it worked best to really strip it back and use a neutral colour which could contrast the coloured logo. I used simple lines to accentuate food within the logo and imply a burger or sandwich. This felt like a more subtle approach appropriate to the brief. I experimented with different thicknesses, as too thick looked too much like a 'burger king' style of logo and too thin didn't sit well with the chunky type. 

After striking the right balance, I created a colour palette to use with the icons Andy had been working on. As street food is known for it's bright colours and flavours, I wanted this to be reflected in the brand colours we used. This came together really immediately and the neutral coloured type sat really effectively against the brighter colours. 

As the icons were so structured in their construction, having been created with an icon grid, I felt it would be best to organise them neatly in a regular form. Andy agreed, and after some development, we settled on a format that we both liked: