Studio: Freelance
Team: Eleanor Robertson
Credits: —
Date: 2019
83 Dalston Lane is an independent event space in East London which hosts a variety of pop-up events, including supper clubs and workshops.
The brief was to create an identity that would reflect the versatility of the venue and help to create a sense of community.
The challenge was to create a distinctive brand that would be neutral enough to appeal to a broad audience, and to sit harmoniously alongside other logos in the case of partnerships and collaborations.
83 Dalston Lane is a pop-up event space, so the logo playfully enacts this by visualising the number 83 ‘popping up’.
The font family is Jost*, a geometric sans serif with an approachable and friendly feel. Jost* is a digital interpretation of the modern classic Futura. It is free to download from Indestructible Type, which suited the client’s limited budget.
Colour is used to communicate the theme of versatility with a bold palette comprised of five colours. This variety reflects the different types of event hosted at the venue, from food and music to film and fashion.
The five colours also correspond to papers from UK paper merchant G. F. Smith’s Colorplan range to create consistency across digital media and printed materials, such as menus, flyers and business cards.