Studio Brief 01 - A-Z Type in Context Presentation

The location chosen for the brief is Chinatown since it is a specific location that is influenced by different Asian cultures.

The different styles of the typeface is obviously influenced by the type of place it is. Pacific is a Chinese/Thai restaurant therefore the red and brush like calligraphy typeface design has been influenced by Chinese style of writing and the use of red as a lucky colour.

Woo Sang is a Chinese supermarket that also doubles up as an off licence shop. The 3D element to this design makes it look more modern and stand out. The use of red and yellow are very common colours for Chinese design in general as they are considered as lucky colours.

Of all of the shop designs, this one is the most interesting and the most cultured as it you can see the Vietnamese flag influence in the typeface (star). You can read the shop front in two ways; 'Vietnamese Pho' and 'I am Pho' which is a clever design strategy. The 'O' has been replaced with a bowl and chopsticks which reinforces pho noodles.

The use of the blue and gold in this Thai restaurant looks like it is influenced by Thai festivals because of the bright colours and gold as a staple lucky colour. The 'T' and the 'R' have extended tails and are made to look more like it has been influenced by the Thai culture since they look like costumes worn at Thai festivals. The 'a' looks very similar to a character in the Thai alphabet. 

The logo on this design is of a chef holding a cake which is immediately recognised as bakery shop. The typeface 'Wong Wong' (bakery name) which the chef is carrying is quite basic and doesn't show any element of Chinese culture as it is just a generic typeface. The amount of different colours used in the whole logo may look too much as there's not any consistency and it just looks unsettling.

This is a Japanese sushi and noodle bar. The typeface in this design is very bold and bubbly looking which makes it seem full. The typeface doesn't necessarily have any sort of oriental vibes about it so it doesn't work well as an cultured typeface. 

The calligraphy style decretive type in this design looks as though it's almost created to look like how typically Asian characters are written but as letters instead. The brush strokes gives it an oriental imperfect handwritten feel which makes it appear as a Japanese restaurant.

The wooden typeface on this design on this Japanese restaurant curves into the arch of the building. The wood may possibly be made of bamboo which is reference to oriental influence. Bamboo is an important part of Asian culture as it can be used for various different reasons such as a food source, medicine or for building etc. The different thicknesses of line weights shows that the typeface is inconsistent and unusual. 

The feedback I got was not to maybe not to make a tourist book as it seems as an easy option to choose as people may've already done that. I was given an idea to try out the restaurants and rate them myself and make a publication of it to show which restaurant serves the best food to the worst.