As a group our initial ideas for the exhibition branding were based on celebration, historical references and events that shaped Leeds. We had a discussion about the idea of old and new and how young people are looking at historical events that others may find nice to look back on. This idea also reflects the traditional print methods we are using, in comparison the the digital printing that is commonly used today. The word 'nostalgia' was decided upon as it is a sentimentality for the past, typically for a period or place with happy personal associations.
We liked the idea of nostalgia being the main focus for the exhibition branding as it suggested the idea of happy memories for the people of Leeds and that the exhibition could act as a reminder of the good events that have happened within the city. This idea was soon discarded as we started to think that it could only represent past events, when the exhibition is including events that are current and very much still presently influencing Leeds as a city.
It was decided that the the shape of Leeds could be something that could act as an influence for the exhibition branding, leading onto the discussion about a children's toy - the shape sorter. The shapes and bright colours were taken as influence, but the use of the toy visually was not to be used as it would be too cheesy and irrelevant.
In terms of names, we decided upon 'shaped'. This is relevant as the exhibition is about the celebratory events within Leeds that have acted in a way that has shaped the city and it was taken from the wording of the brief.
We took the simple shapes and arranged it with different typefaces. Initially we used primary colours for the shapes in replacement of the letter 'a', this worked well when it was a triangle but the other shapes seemed to change what the word was seen to be. The black shapes and white writing worked, but we decided that it wasn't suitable for an art exhibition as it was too plain, dull and did not reflect the traditional printing method that the posters are all made using.
Using the colours taken from the Leeds College of Art website, this was applied to the different shapes to see if it could work as an identity. The visual difference of using the bright purple in comparison to the slightly muted one was very dramatic and instantly the designs looked more childish with the brighter purple. This colour scheme did not work as exhibition branding in this context.
We decided on using a sans serif typeface as this offered the good legibility and modern aesthetic we were aiming for our exhibition branding to have. We searched online for a large variety of fonts that could be suitable as the identity for the exhibition. The tagline 'our city' was something that we could use in some of the publications for the exhibition as it very simply describes the concept of the prints in the gallery. The experimentations showed us that we liked the lowercase name as it is friendly and more informal, something the exhibition is aiming to be.
The final typeface choice is Avenir as it is sans serif, simple and has a large variety of weightings and styles that we can use in different ways throughout the exhibition branding. We chose this over some of the more shapely fonts because they appeared childish when put into context with the colour scheme and branding visuals.
We took the simple shapes and arranged it with different typefaces. Initially we used primary colours for the shapes in replacement of the letter 'a', this worked well when it was a triangle but the other shapes seemed to change what the word was seen to be. The black shapes and white writing worked, but we decided that it wasn't suitable for an art exhibition as it was too plain, dull and did not reflect the traditional printing method that the posters are all made using. Using the colours taken from the Leeds College of Art website, this was applied to the different shapes to see if it could work as an identity. The visual difference of using the bright purple in comparison to the slightly muted one was very dramatic and instantly the designs looked more childish with the brighter purple. This colour scheme did not work as exhibition branding in this context.
We decided on using a sans serif typeface as this offered the good legibility and modern aesthetic we were aiming for our exhibition branding to have. We searched online for a large variety of fonts that could be suitable as the identity for the exhibition. The tagline 'our city' was something that we could use in some of the publications for the exhibition as it very simply describes the concept of the prints in the gallery. The experimentations showed us that we liked the lowercase name as it is friendly and more informal, something the exhibition is aiming to be. 
The final typeface choice is Avenir as it is sans serif, simple and has a large variety of weightings and styles that we can use in different ways throughout the exhibition branding. We chose this over some of the more shapely fonts because they appeared childish when put into context with the colour scheme and branding visuals.
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