Polly Williams Polly Williams BA (Hons) Graphic Design BA (Hons) Graphic Design ougd303 ougd303

Brief 2 Brief 2

The Gin Joint The Gin Joint

1/6

CONCEPT
Brief Create an illustrated type-based visual identity for The Gin Joint; a new bar that specializes in gin. Background Gin has notoriously had a rocky relationship with the British, with fashionable highs and notorious lows; adoration followed by controversy. However, over the past year there has been a gin revival becoming attractive again to a less traditionally younger audience making it once again fashionable. The identity should cater to the new contemporary crowd whilst still maintaing and reflecting some nostalgic elements of gins history. Target Audience 18-25 year olds who are adventurous, fun seeking in search of new flavours and experiences. Solution Create an identity that reflects both past and contemporary styles of lettering. Deliverables include three styles of lettering, menu designs, house gin brand design, bar accessories, exterior signage and contextual illustrations.

Polly Williams BA (Hons) Graphic Design ougd303

Brief 2

The Gin Joint

2/6

MAIN VISUAL IDENTITY

Two logos make up the identity for the Gin Joint; a full type logo and an abreviated version to be used where the designated space cant hold the shape or when the smallest line weight will be lost due to viewing distance, for example with the swing sign. The full type logo is laser cut into the exterior windows. The inspiration for the lettering came from more traditional serif typefaces, but the sinuous lines are intended to reflect the intoxicating effects associated with the fatal gin of the past.

THE BUILDING
The style of the building is based on the original Victorian gin palaces.

Polly Williams BA (Hons) Graphic Design ougd303

Brief 2

The Gin Joint

3/6

First screen Question mark stationary

Question mark moves towards the viewer untill it dissapears and droplet starts to decend

Drop decends from the top of the screen, enlarging gradually

Droplet continues to enlarge until it completely floods the screen

logo fades into black background

type appears gradually as if being written

As text appears, it simultaneouslty fades away, in the same order that it is written

Text appears gradually as if being written

Text appears gradually as if being written

Text fades into the backgroung while the logo enlarges and rotates

Logo enlarges, rotates and becomes translucent

Zooms out to reveal the logo in the context of the swing sign

Continue zoom out to reveal full sign and text appears gradually as if being written

Fades to black

Spot light style highlights the date

Last screen Zoom out to reveal logo in spotlight style

propoSED proMoTIoN for LAUNcH NIGHT

The style of the logo type is continued through the promotional elements. The advertisements are deliberately ambiguous in their design, so as to attract the more adventurous and curious of clientele. They feature a simple barcode to accompany the mysterious message which can be swiped using a smart phone. This barcode then links the viewer to an animated e-invite which gives the viewer information about the bar. Ad Shell Specifications Dimensions : 1800 mm x 1200 mm Process : Digital printing Stock : Ultraform Opaline (Backlit poster paper) T-side Bus Banner Specifications Dimensions : 7274mm x 658mm Stock : High quality 100 micron removable, self-adhesive vinyl E-vite animation The e-vite is activated through scanning the barcode using any kind of barcode scanner through a smart phone. E-vite Specifications Resolution : 640 pixels 960 pixels (72ppi) Duration : 30 seconds.

Polly Williams BA (Hons) Graphic Design ougd303

Brief 2

The Gin Joint

5/6

fig. 1

fig. 2

prINTED MENU
For the menus, the primary stype style is used for the covers, while there is a second and third style for the copy. A less flamboyant type style was required to ensure good legibility. Content The menu is made up of four sections; a list of the stocked gins, classic cocktails, special cocktails and martinis. Each spread contains a fact about gins dark history to entertain, amuse and educate the reader. Page Specifications Dimensions : 155mm x 260mm Stock : 100gsm sugar paper Process : Single plate litho (Key plate only) Cover Specifications Dimensions : 160mm x 265mm Stock : 130 black cartidge paper Process : Screenprinted

SEcoNDArY & TErTIErY TYpEfAcES

The second identity type (fig. 1) is a header typeface, to be used only for titles and not body copy. The third identity type (fig. 2) is a more subtle body copy typeface to be used for more detailed information. Usage The primary and secondary typeface should not appear directly next to one another for example, on the same page of a publication. When the first identity type is being used as a header, and more information is required, the body copy typefaces should be used.

Polly Williams BA (Hons) Graphic Design ougd303

Brief 2

The Gin Joint

4/6

cHALk BoArD MENU

The chalkboard menu, like the printed menu, contains the secondary and tertiary typefaces. Another reason for the neccesity of the secondary and tertiary typefaces is so that it can be replicated by the bar staff who may have to update the menu from time to time. Specifications Dimensions : 4500mm x 800mm Material : Medium-density fibreboard coated with blackboard paint.

INTErIor DESIGN
The interior decor of The Gin Joint is modeled on victorian styles to reflect the gin palace theme, but with a contemporary twist through elements such as typographic designs laser cut into the glass panel room dividers.

Polly Williams BA (Hons) Graphic Design ougd303

Brief 2

The Gin Joint

6/6

Bottle Labels :

HoUSE GIN
Mothers Ruin is the name of the house gin which comes in a 70cl glass bottle with cork top. The identity for this is the primary identity type as used in the logo, promotional posters and interior artwork. Label Specifications Stock : Self adhesive clear vinyl Process : Digital printing Distribution Available to purchase on the premises with the possibility of branching out to selected retailers in the future.

BAr AccESSorIES
Proposed range of bar accessories include matches, straws, tonic water and giner ale miniatures, fruit stickers and optic measures. These would carry the reduced version of the Gin Joint logo.