London - A letters story by Hat-Trick Design

design by Hat-Trick Design

"We decided to design a typeface of illuminated letters, with each letter telling a different story for passers by to discover," says Hat-Trick's Tim Donaldson of the project for Land Securities.

"We wanted to end up with a visually rich and eclectic set of letters to sum up the area," he continues, "the mix of past, present and future, heritage (royalty, architecture, famous residents), culture, art, green space, wildlife and so on. The style of each individual letter was inspired by the particular story it was telling. We decided the execution could be photographic, illustrative or graphic, depending on what best communicated it, and in a visually engaging way. Each letter became a project in itself."

The use of purple and silver refers to Land Securities' colour palette.

"For example 'B' for Busby bearskin hats, ‘P' for Pelicans – informed by the famous story of a pelican eating a pigeon whole in St James' Park (illustrated by Becky Sutherland) – and ‘W' for Westminster, etc. We then used the typeface to spell out words and sentences so it could be read from further back.

Some more examples of the thinking behind the letter choices: the 'D' for deckchairs in St James' Park was informed by the stripes on the fabric; the 'F' for the local farmer's market (famous for it's fish) uses a 'fishy' F combined with a close-up of scales texture; the 'O' refers to the Olympics as Victoria will be hosting the beach volleyball events.

via creativereview