Designed by the Foundry Sorts in partnership with Studio Sutherl&, the London Fireplace 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 Fireplace 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 Sorts and Studio Sutherl& set about creating a brand new design, culminating within the typeface Fireplace Brigade Sans, in a course of that took round 18 months.
“The design has a flavour of twentieth century geometric grotesque fonts, actually. The fashion may be very outdated,” says Foundry Sorts director and designer Stuart De Rozario. “They wish to get away from the robust macho picture – you already know, ‘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, robust 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 tender 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 peak was very, very up and down. It was like a heartbeat,” he says, significantly on letters with robust curves, however the workforce remedied this by “taking the curve of the shadow greater”.
The design might be used throughout Shoreditch Fireplace Station – anticipate to see it “all around the wall and on the ground”, in line with De Rozario – which is enjoying host to an exhibition known as The Operating 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 Sorts, plus different companies together with Pentagram, Superunion and DNCO, together with stunning illustrations from a spread of artists.
The Operating In the direction of is on show at Shoreditch Fireplace Station, London till September 24; londondesignfestival.com