CC - Type Selection and Colour

In terms of typefaces, we selected three different typefaces to be used throughout the project is to be seen in figure 1. The first typeface show is used within the logo and within the simplified version of the logo, which came into place further down the brief. The typeface itself is called Big Caslon this was selected as the subtle transition within the serifs give a relaxed tone to the overall feel of the type. We also felt this type was similar to the intern reflected the business within the design well, due to the fact that the intern was supporting the event. Robota was selected to be used in uppercase format to reflect the typefaces we found in research to be on circuit boards as can be seen below in figure 2, due to its clear and concise equal nature in terms of weight and kerning consistency, it is perfect use within the logo to offer contrast between the previous typeface and retain clarity.

Europa is used for the content such as body text and information, such as the date and venue itself. This is due to the simple sans serif nature of the typeface creates a modern tone for the event while also remaining clear and concise when placed upon various colours and backgrounds due to the simple nature.

In order to gain an idea of colour scheme, we decided to experiment with colours (as seen in figure 3) such as green from swatches taken from circuit board images themselves as can be seen in figure 2. Although we felt this was too dull and did not create the time we wanted to present, we felt a brighter bolder colour would add a better sense of creative visuals reflecting the nature of the event itself. We looked at colours that were connected to connections electricity, most people in critique sessions answered blue and yellow. Which is not usually low as we felt it was too obvious to be connected to light and electricity. We experimented with red although this was used for the previous year's branding and therefore decided to stay clear of this experimentation. Therefore, we decided to use an electric blue colour the chosen colour can be seen in figure 4.

Figure 1

Figure 2

Figure 3

Figure 4