Designed by the Foundry Varieties in partnership with Studio Sutherl&, the London Hearth Brigade’s new typeface appears again to the service’s prolonged historical past for inspiration, drawing on structure, signage, fireplace engines, and the lettering seen on Victorian water pumps.
The London Hearth Brigade wanted a typeface for sure touchpoints like its new store and signage round its buildings, and had initially deliberate to make use of its current typeface, Foundry Sans. Nonetheless, it turned obvious that Foundry Sans wouldn’t shine in these contexts, so Foundry Varieties and Studio Sutherl& set about creating a brand new design, culminating within the typeface Hearth Brigade Sans, in a course of that took round 18 months.
“The design has a flavour of twentieth century geometric grotesque fonts, actually. The type may be very outdated,” says Foundry Varieties director and designer Stuart De Rozario. “They need to get away from the sturdy macho picture – you recognize, ‘males combating fireplace’ – as a result of they do a number of group work and charity work, so they need that caring side. We tried to include that by having a daring, sturdy typeface, however having a softer aspect to it, and that’s evident within the curves of the kind. It’s in your face, however there’s a smooth aspect to it.”
“To get that drop shadow and the common fonts to work, to match up, was fairly a technical factor,” explains De Rozario. Merely layering the 2 fonts meant that “the excessive level on the cap top was very, very up and down. It was like a heartbeat,” he says, significantly on letters with sturdy curves, however the staff remedied this by “taking the curve of the shadow larger”.
The design shall be used throughout Shoreditch Hearth Station – anticipate to see it “everywhere in the wall and on the ground”, based on De Rozario – which is taking part in host to an exhibition known as The Working In the direction of as a part of London Design Competition. A part of the exhibition brings collectively posters that includes the brand new typeface, which have been designed by an array of studios – amongst them the Foundry Varieties, plus different companies together with Pentagram, Superunion and DNCO, together with lovely illustrations from a spread of artists.
The Working In the direction of is on show at Shoreditch Hearth Station, London till September 24; londondesignfestival.com