Friends of Tooting Common
Identity design & typography
The brief:Friends of Tooting Common is a group dedicated to protecting Tooting Common, whilst providing events and activities for local people. I was briefed to create a brand identity which improved the organisation’s visibility in the local area.
The idea:Turn it into a friendly, chatty identity.
BrandmarksThe owl mascot came about as the common is well known for its little owls. The colour is a nod to the ring-necked parakeets whose bright plumage and loud squawks have become one of the idiosyncrasies of the common. The form is bold and angular, to distinguish itself from similar organisations whose visual language tends to be more twee. I softened elements of the main brandmark to make a more playful kids’ brandmark.
TypefaceI created a display typeface by tracing over Avenir, then scanning and vectorising. This adds a friendliness to the visual identity, and variety when used in combination with Avenir LT in other printed material. It is this typeface that forms the basis of the ‘chatty’ identity.
Event invitationsSmall postcard-sized invitations show details of the event, and highlight the noises of wildlife in Tooting Common in a chatty, friendly way with the large typeface.
PostersI created larger posters to be put up around the common to advertise events. I used the large typeface to emphasise FOTC’s friendliness. I chose vivid and bright images of animals to show the wildlife that Tooting Common supports.
‘Alfie’s first dog show’ – Image used with kind permission from Davey.