Everything will be different tomorrow
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Josh has been playing with lettering options. Working from the lettering on the side of the truck, and seeing whether something like that would work for the logo for the truck. I like above. Not sure it’s right for the truck. I like that it reflects what other trucks typically do, that it relates to my early days with this adventure. But I’m afraid it might not be appetizing, and folks I respect don’t like it at all.
What do you think? Gallery with more after the break.
Hester is working on sketches and directions for the Food Truck logo. Follow after the break to check out the sketches.
So this is still a stand-in for the real logo for the food lab, but I’m sort of digging the lettering on the truck. John Hong (SSD) was commenting on how it’s sort of a neat effect, and I think I’m liking it too. Possible direction for the type for the food lab?
I like that it is the result of something authentic (I didn’t set out to make these letters look fancy, or pretty, or anything really, just needed to get them on the truck), the history syncs with the truck’s purpose and meaning (this is a lab, not perfection). And I like that they reflect the process (I wasn’t too careful), and are non-computer-y. A big criticism of many fonts is that they are too sharp, too perfect.
I couldn’t pass inspection without the name of the business, city, and phone number on both sides of the truck. This lettering has to be 2″ tall. Since the entire truck is going to get torn apart and re-built in a few days, I kept this simple. These letters were $2.48 for a package from Dickson Brothers. I bought 2 and have a bunch left over.
I think Brooke is going to freak out when she sees how crooked they are. She would have done this very very carefully. But it’s just temporary and fine for now. I have to admit, crooked letters and all I feel pretty proud putting them in place. Clover Food Lab Cambridge MA
This is the area I’m weakest on right now. Thankfully I have some great typographers helping me through this process. Check out Hester’s all-type video on youtube:
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