‘putting on a fresh face’
ISTD is setting a challenge to students aspiring to be members — refresh the visual identity of the society.
The International Society of Typographic Designers, ISTD, is a professional body
run by and for typographers, graphic designers and educators. As the name suggests, the Society has an international membership, all of whom share its mission to establish and maintain standards of typography and to provide a forum for debate.
Recognised as the authoritative body for typography in the UK, and with growing influence internationally, the Society also keeps sight of its original purpose as described by its founder, Vincent Steer:
‘…to bring together in friendship and mutual help, all those with a love of the printed word’.
SWOT & Direction
After extensive research and analysis of the brand and its presence in various media we came to the conclusion that the biggest opportunity for it lies in the online and digital environments. Focusing on these areascan bring the most benefits with relatively the smallest financial investment.
The purpose of the society is to advocate high standards of typographic design. This means uncompromising perfectionism, but on an attainable level.
Keen eye on detail. Well thought-through ideas, and considered solutions.
Another key role is bringing people from all the different geographic locations, from all the diverse styles, thinking processes and design approaches together to each other and support their common cause.
Heritage can drive aspiration, it can also build reputation. ISTD has got history to be proud of. Acknowledging where they came from is not just important in building an honest brand, but also in generating publicity.
Reference to the movable type and the history of printing.
The different typefaces used together represent unity that rests upon diversity.
Communicated through the choice of typefaces and the overall design of the brand.
Website — Homepage
Derived from the logo, the website’s most prominent design elements are the boxes, presented in the different brand colours. They define the spaces and create hierarchy for the information. Lines and small arrows provide clear separation and navigation, but also a nice a touch of detailing.