Over summer I spent a month travelling across Europe. Starting in Amsterdam then Berlin, Prague, Vienna, Budapest, Belgrade, Skopje and finishing in Thessaloniki, Greece. This was an unreal experience and really opened my eyes to the rich diversity of graphic design and more specifically type design and how it is used and abused within these different environments across Europe.
I originally set out to take my photographs across my travels, for example, in each train station perhaps, but instead decided I could make it more of a focused study, by refining it down into an individual place. I took my A-Z Photographs within the commercial centre of Belgrade, Serbia (including some extra options at the end)...
A
Avgustin is a cool, freshly
designed gourmet ice cream parlour found in the commercial centre of Beograd, part of the Beograd Art Hotel. The sans
serif typeface used boasts width-y brush strokes paired with rounded letter edges as
demonstrated on the top point of the 'A'. This not only fitting the whole modern, playful design of the parlour, but also aiding readability for busy shoppers passing by. Upon first viewing it does not communicate the idea of a conventional ice cream stand, but instead a more developed and modern experience, especially in relation to the mix of design standards in this country due to their economical state. It does effectively represent the fun linked with ice cream but in this more current style, even though the symbol doesnít make immediate links to the stores delicacy.
B
Buzz is a high street Trainer Shop, with many stores dotted around Eastern Europe. The type gives off a very energetic impulse perfectly communicating ideas of sports and exercise linked with the trainer industry. Again it is very bold with rounded edges to improve readability but also giving the shop a more approachable feeling for middle class shoppers. The bowls within the 'B' are blacked out for effect but then the type on a whole is accentuated with the sharp
silver/white outline which ripples out and around the signage. It does give off a less professional and developed feel in comparison to stores back home and in more commercialised city centres, but it is fitting for where it is in the world.
C
Converse is a globally recognised shoe company with a now very recognisable typeface representing the brand. Letterforms are quite sharply edged off at the end of stems, but there still is some curvature present on certain characters. The sharpness paired with the neutral colours are hard hitting and very easily recognisable for any passing shopper.
D
Dak is a sporting shop which you would weigh up as the Serbian equivalent to Sports Direct for example. The context of the signage in this picture all reflects the shop itself aswell as the basic logotype created. It makes use of a very condensed, italic typeface which definately draws the attention of the right crowds. The supporting stem within the ëDí in particular is not connected, but instead features an accent which appears to almost trail behind the logotype suggesting sport and movement.
E
Placed on the corner of a nice open square sits a watchmakers shop called ëEvro Giuntií. They make use of a very simple but hard-hitting sans serif typeface, all upper case and evenly kerned, across the green background of the sigange. WIth the type paired over the top in gold, these colours attempt to hint at wealth and fortune attracting the right market interested in the expensive
watches! The type is very regular and consistent allowing the shoppers to feel like this will reflect the professional service at such a shop.
F
Frikom is a very innocent appearing Ice Cream brand similar to that of Nestle in the UK. The white type with red background and accompanying mascot of the brand give off a very kids-orientated, innocent feel and the typography used for the logotype couldn't pair with this idea any better. Being one of the first logotypes I have looked at which are not featured all in caps it does feel much more approachable, again with those thick attention grabbing brushstrokes but with more naturally shaped edges to letterforms leaving that little bit of extra playfulness for the younger target audience. It is not sharp and capped off like other types i have looked at.
G
This is a very experimental and attention grabbing bit of a signage just because of how out of the ordinary it is with its accentuated cutting brushstroke on the ëGí. Upon initial viewings it did take me a second to realise what the letterform at the beginning actually was but I suppose it does communicate class and elegance to some shoppers in this culture, it being a fragrance/accessory shop. It is a very cutting-edge futuristic typeface with sharp, streamlined brushstrokes but the initial readability does geprodise its effectiveness, although this may be what sparks more interest towards the shopfront.
H
This type was found on the side of a public library in the centre. The type reflects the simple nature of the building. Being a very regular, consistent and standard sans serif upper case bit of signage.
I
This picture is taken of the type on-top of the HQ of the iDEA
supermarkets which can be found across Serbia. Interestingly it is an uppercase sans serif logotype, apart from the first character 'i' which is lowercase. Just a small adjustment like this can be very attention-grabbing for shoppers, especially with the dot on the 'i' being blue contrasting against the red used elsewhere.
J
A very decorative custom piece of type has been developed to effectively represent this Dino-themed Theme Park 'Jura Avantura'. It is appealing for kids with its eroded effect and the black outline helps to distinguish the type colour on the advertisement. This boosts readability for passers by and effectively communicates the whole style upon initial viewing.
K
This is a very different and irregular styled piece of type for a Souvenir type shop. The main section of type is an almost calligraphy/script style whereas the first letterform 'K' highlights quite a peculiar form. This is attention grabbing however I do feel like the readability isn't as strong as the more consistent and evenly spaced sans-serif typefaces. The elongated arm and leg coming out from the main stem of the 'K' enhance the signage on a whole drawing attention to the varying brush-stoke width and then the rounded terminal on the arm. This is quite an irregular and peculiar typeface to represent a shopfront and the uppercase word starter doesn't flow into the rest of the word very well, but it does do its job in the commercial centre where it was found.
L
An independent fashion retailers with a more classy feel for middle-upper class shoppers. The use of a classic serif typeface does fit this style achieving full readability and effectivity. Upon closer inspection the kerning of the signage is very out and does spoil some of the professional feel to this shops signage.
M
An Italian fashion outlet store which nicely pairs a very loose handwritten typeface with a more official serif typeface beneath. Partnered together it does reflect the authenticity of an Italian designer store attracting the right market. The scripted type does question points of quick readability but I think it does communicate the ethos of the stores roots well whilst still feeling professional on the highstreet.
N
This is a simple bit of advertising text on a retail shop window. It celebrates a much thinner sans serif typeface made to stand out through the use of white against the transparent glass front contrasting against the colours on the display. The consistent stroke width, letters form and clean edges does make it very easy to read at a glance.
O
A very bold and hard-hitting
upper case sans serif typeface used for this Opticians. The letterforms appear sharp and structured, with squared off stems, bowls, shoulders and counters giving it a very official look. The white and dark add maximum contrast boosting readability even more. It is a very solid and effective typeface for the job even though it doesn't visually suggest it is an opticians, but instead reflects their professionality and trust in service.
P
I found this side street Chinese
Restaraunt features a simple white and red sign, partnering their home language at the top with the translation standing bold in a serif typeface beneath. Popular in the majority of the signage typefaces I have looked at it has strong stroke widths which are consistent throughout, with slab serifs characterising the end of each
stroke/stem making it an effective eye catcher for passers by.
Q
The 'Q' found was part of a Holiday makers HQ, where it listed the different available airlines for travel from Serbia. Qatar Airlines is a now very commercial and recognised air company with the type to match. The easy to read sans serif type leaves some room for varying brushstrokes which follow the form and flow of the letterform. The Q features a strong descending tail which doesn't break into the counter.
R
A much more sophisticated design for a fashion retail store, making use of a logotype with a matching symbol above. The typeface is a serif one, with strong contrasting line weights enhancing each letterform. As you can see how it starts out thin on the top serif/swash on the 'R', and then grows out and round with the bowl. This contrast initially gives off a more elegant and upper-class feel to the store front, thus attracting the right target audiences who can afford more premium clothing.
S
Staropramen is a well known Czech brewing company, all over Europe. The typeface has been designed so each letterform flows into one another giving it a more handwritten/scripted effect. The 'S' is actually very experimental and alone would look quite obscure with the curvy nature of the letter almost being flipped horizontally and vertically. Although, this is done to accentuate the spine of the letter to perfectly flow around the rest of the lowercase letterforms and then ajoin onto the crossbar of the 't'. Overall, it is a very effective typeface for the brewing company stressing the roots of the beer to the drinkers.
T
A very clean and modern shopfront design for a mobile phone shop. The typeface reflects the minimal/clean style with a thin in weight, consistent in form, sans serif typeface. The colours used compliment this style overall aswell, perfectly advertising the store from the outside in.
U
Here is a spray painted bit of
wayfinding for an event at a bar down by the river. It was present on the pavement as you come down the stairs to the riverside being a perfect position to catch peoples attention. However it's graffiti nature would defer some people, but maybe attract the right audience!? The form is very simple and squared off.
V
A very minimal and modern design for a technology shop. Very plain and neutral shopfront, partnered with a simple vectorised symbol and then a sans serif typeface. It features consistent stroke weight along with its form. This simplicity does reflect the ease of use of which everyday technology strives for nowadays for consumers.
W
A much more decorative style of typography. Aimed at a younger audience with the use of colour and the logo in the centre for this Ice Cream/Juice Parlour. The type is styled to have a 3D effect whilst still appearing very hand-drawn, with the shading almost scribbly.
X
This is a basic but attractive
design for a pawn/gold shop. It simply communicates the necessary information through the officiality of the serif typeface coloured in a resembling gold.
Y
Here we have a Mothercare styled retailers, aimed at parents for maternity and then young children. The typeface used gives off an approachable and reassuring feel with the structured form and colour (similar to that of Matalan for example). The 'Y' both ascends and descends beyond the x-height to enhance initial viewings, thus attracting attention.
Z
The Office buildings of Zepter are not meant to attract shoppers but just act as signage for office workers and visitors. They hold many office spaces which are for rent to various companies. The logotype is a lovely sans-serif typeface which is very rounded in form. It features extended strokes on the 'z' and 'r'.
Extra Options..
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