For this project I was first assigned a music genre and font to build my custom display font off of, and then use that font to brand a café. I began by studying my assigned font (Altivo) and my music genre (Western Classical). Through my research I learned that classical music is largely tied to the invention of music notation as a way to share music beyond the limits of human memory or word of mouth. My design uses a system of staffs similar to the ones found on sheet music.
Hand Sketches
One of the fields that I researched was pre-existing performance posters for orchestras and it put me at a loss. Due to the extremely long history of classic music and the numerous categories and subgenres, there was not a common feel even amongst the typefaces.
Adagio Brand System
In the real world, cafes need their brand to be consistent, recognizable, and oftentimes inexpensive. The two color palette, black and white imagery, and single supporting typeface achieve this.
Café Deliverables
Performance Posters
These are examples of posters that would be used by Adagio to advertise live music performances from composers and pianists.
Type Specimen Book
The goal of this book is to explain the thoughts and systems behind the Adagio font while showcasing the font itself and how it can be used.
