East Village - Initial Logo Ideas


Individually, me and Jamie both came up with a sheet of logo designs, following the brief and inspired by the research we had done. 

Looking at East Village’s existing logo design, because its dive bar inspired, its got this very old school American letterpress typography on the logo, which inspired us to look at letterpress posters from the 20th century in America. A great example of this is the work of Hatch Show Print, a letterpress studio based in Nashville who over the years have created posters for acts such as Elvis and Johnny Cash. Whats distinctive about the design style of these posters is firstly the application of colour, due to the method of production - printing them, but secondly the type arrangement is very interesting. Clearly they were limited by the physical letter blocks that they actually had, but also there are a lot of very narrow tall sans serif fonts, this is because with narrower type, you could fit more text onto a poster. The variation between different sans serif fonts and slab serif fonts in ordered rows is very evocative of those posters so thats something we tried to capture in some of our logo designs. 





As very initial design ideas, you can see my initial logos have a variety of different influences from our research; the top row are inspired by some of the Hatch Show Print type, with varying fonts in different rows. There are also a lot of logo ideas with stars in; the east village is an area of new york and dive bars are quite an American thing, so we started adding in stars and stripes. I quickly realised this looked a bit on the nose, so then started thinking about how I could apply them more subtly, using variations of the classic 5 point star (e.g. 13, 14, 25, 26) and also how I could apply the stripes more subtly (e.g. 10, 22, 25). The middle row of logos (15-21) focus on the idea of East Village having this level of anonymity and not drawing too much attention to itself. This is done by either having very minimal, thin sans serif type, making the logo quite understated, or I also experimented with obscuring parts of the logo (e.g. 21,27,28).



The designs that Jamie did went in a very similar direction with a lot of bold chunky type and horizontal lines. One thing he did do for a few designs which we thought worked well was using an oval shape to contain the logo, this was inspired by the signs in dive bars. 



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