Study Task 08 - Feedback on shortlisted ideas

Out of the 3 ideas pitched, idea 08 (right angles) was chosen to develop further.

Idea 01 did not aim to create a distinct enough identity for the gallery. Using the triangle motif in Leeds Art Gallery would mean implementing it on every other gallery/museum in the triangle. This would mean altering an already established mark such as The Hepworth Wakefield.

Idea 03's intended typeface, Beirut, was criticised for being too alike typefaces used for editorial design, the magazine intern was an example. The serifs also made the typeface too characterful for something as professional as an art gallery.

Hellix typeface

Idea 08 was chosen because its was the most conceptual and unconventional which had the most relation to the topics discussed in the essay, that being manipulating and conveying conceptual ideas through type. Surprisingly, the idea to base the mark around forming a step made sense given how much of a landmark Parkinsons Steps are in Leeds. Not only that but by explaining how steps are commonly seen on Leeds landmarks, the idea then becomes informed by Leeds and its architecture. The gallery then becomes more of a local landmark rather than for Yorkshire entirely.

Space Mono typeface

Between the two sans serifs Hellix was chosen because of its cleaner forms, tighter kerning, more pronounced right angled terminals and rounded characteristics to contrast form a contemporary looking mark for Leeds Art Gallery that is appealing and engaging for the younger audience.

Another advantage the concept is flexible enough to be applied to other areas of the gallery. As shown through the way finding arrow example, the staircase theme can be extended throughout the gallery's identity in either explicit or implicit ways. Repetition of the motif creates an association for Leeds Art Gallery that is beneficial in creating a more recognisable identity.