Luton Branding Journal

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    Were to start?

    I was unsure where to start my project so to get a clearidea I went to Bedord to do some researcho the town centre.

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    Bedord takes its name rom an otherwise unknown SaxonChie called Beda who settled with his ellowers where theRiver Great Ouse was ormidable some thirteen centuriesago. The regularity o the street pattern o the old towncentre seems to indicate an attempt at town planningover a thousand years ago and it is possible thatwalls or some other ortication existed on thenorth side o the river.Today Bedord has a popluation o roughly 79,000

    people and the town is well noted or its excellentshopping acilities, wide range o high qualityhousing, also it has rst class educationalacitiies, and it's beautiul reature o thetown sure as The River Great Ouse.Surrounding the town are numerous villages in pleasantrural settings. Bedord is a lively pleasant riverside townsituated near to London, Oxord and Cambridge, it isideally located or history, leisure, the arts, cultureand resides in unspoilt countryside.Bedord was home to amous writer John Bunyan 1628-1688, who was born a ew miles away in the villageo Elstow. Whilst imprisoned in County Gaol he wrote

    the book, The Pilgrim's Progress. Although not bornin Bedord, Glenn Miller one o the best-sellingrecording artists rom 1939 to 1943 and hisband were based in Bedord during the war.It was rom here that many o his morale-boosting broadcasts were made, androm where he departed to entertainthe Allied troops in war-torn Europe.

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    Move on to Luton

    I desided not to research Bedord and just ocus onLuton Town. I started to look into genral inormationabout Luton.

    Luton has a population o 203,600.Luton is in the region o East o England.Under the ceremonial country o Bedordshire.Luton holds one o the biggest carnivals in Europe with150,000 - 200,000, it takes places every bank Monday.

    The town owns its existences to the River Leawhich is a small stream that fows through thetown, but must o the river has been cover by suchbuilding as the mall.The River Lea also contributed tomany o the iconic building like:The high Town Methodist ChapelThe St Marks Church (Located in Church, Luton

    Bedordshire LU1 3JF).

    River Lea

    The high Town Methodist Chapel

    The St Marks ChurchLocated in Church Street, Luton Bedordshire LU1 3JF

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    ChalkThe River Lea produces chalk that is used to makebricks. This was one o the irst industries, whichbegan in the 15th century. This was one o many

    industries that helped to develop Luton. Listedbelow are some o the other industries thathelped to develop the town:

    Whitbread Brewing IndustryWhitbread was founded by Samuel Whitbread andThomas Shewell, who established a partnership in1742. The company adopted the nameWhitbread & Co Ltd in 1799.In 1750 Samuel Whitbread moved his brewingoperations to premises in Chiswell Street onthe eastern rim of Georgian London,establishing the first purpose-built

    mass-production brewery in Britain.

    London Luton AirportLondon Luton Airport opened in 1938. In 2001 LutonAirport was rated as the UKs seventh largest airport,with over six million passengers passing through.Four years later the numbers had risento nine million.

    Flights leave or more than 90 destinations inEurope, Arica and the Middle East. Airlinesthat ly in and out o Luton airport are Aer Arann,EasyJet, Flybe, Monarch, Ryanair,SkyEurope and many others.

    Vauxhall MotorsIn the early 19th century Vauxhall Iron Work Co. Ltdnear Vauxhall Bridge in London, in 1907 the company

    became known as Vauxhall Motors.In 1925 Vauxhall Motors were struggling and it wasbought by American car-making irmGeneral Motors, rom then on the popularity o thecompany grew. More production space was neededso additional plants were opened in Dunstable (1955-9) and another in Ellesmere Port (1963).

    Luton industries

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    More on to Luton

    Hat MakingOne o Luton's most successul industries was theHat Industry, an industry that stemmed rom theearly 16th century to the mid-20th century.

    Luton became known or it straw industry whichthe majority o the hats were made rom.The Hat Industry was one o the most successulindustries in Luton, in the 17th century Lutonwas known as one o the main town orstraw industries.During the 1930s many towns suered rom theGreat Depression and unemployment was rie,but the Hat Industry kept unemployment ratesreasonably low. Hat making was the irstindustry that enabled production inpeoples homes, as well as in smallbusinesses and large actories.

    In the early 19th century Luton hats wereexported to a number o countries inEurope, Australia,Canada andNew Zealand.

    Source:

    A history o Luton :rom conquerors to carnival(2010)

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    I used some straw and attempted to create my typeaceand logo out o one o Lutons greatest industry materials.So I started playing with straw and tried to ormshapes out o it.

    Looking at the Luton borough council I noticed that theont that was used or the logo was similar ont to Bodoni,

    so I tried to merge the Bodoni and straw to create my ont.But I had problem with Fontlabin that the pattern in my ont were too complex.So I had to simpliy the ont in Adobe Illustrator.I draw a number o illustrations o what I envisionedwhat I wanted my ont and logo to look like.

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    Beore playing with straw I drew a ew illustrations owhat I thought my logo could look like. I wasrecommended to experiment with straw

    which is shown on the previous page.The idea behind this illustration was tomake the word Luton out o straw.I ound that actually using the strawwas quite diicult. I wanted to makethe drawing low, to express the togethernesso Luton and relect the mixture o cultures existing inLuton.

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    I drew out how I envisioned my ont to look. Itried to use the Brilliant Split Straw pattern asshown in the drawing but also chose tocombine this with the straw.

    I then designed the illustrations using AdobeIllustrator and Photoshop. This wasactually straw that was used butthen manipulated on Photoshop.I did not continue with this idea as Fontlabwould ind it too hard to process the patternsand the straw.

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    Luton Listed Building

    The Shapes

    I will be taking you through my shape designs anddescribing how this process aided me in my design.

    I wanted to test new shapes with the patterns.I looked up where the old hat actories were locatedin Luton. I then ormed shapes out o:

    The listed buildings

    Buildings known to have been related to thehat industry

    Public Houses

    Lutons past and present industries

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    Public Houses

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    6- Guildord Street

    18- Church Street

    32- Bute Street

    45- Bute Street

    source: PLANNING AND

    DEVELOPMENT, Dept o,

    Luton Borough Council

    Here is a list o Public Houses that used to be hat actoriesand a diagram showing the locations.

    Public Houses

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    Buildings known to have beenrelated to the hat industry

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    Luton Industries

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    Luton IndustriesBelow is a diagram o Lutons past and present industries

    Hat Factory

    Luton Airport

    Dunstable- Vauxhall Motors

    Leagrave- River Lea

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    Using the old plating techiques that were previouslyused in the hat industry, I tested my threeavourite patterns whilst using the shapesormed on the maps rom thelocation points.

    17-end English Wave black-and-white improved(on the let)

    Brilliant split straw (on the bottom let)

    Imitation Leghorn (on the bottom right)

    Out o the three I like the 17-end English waveblack-and-white improved pattern the most.This is because I eel that it looks modernand also because o what the patternrepresents, namely the hat industry.The signiicance o which was

    reinorced by the buildingsbeing placed as listed.

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    I also tested the pattern on a ew letters o my ont,I eel that it was dicult or all o the pattern to be

    seen on the letter.

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    The thinness o the stroke made it dicult or thepattern to be shown.

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    Itestedwhatthepatternlookedlikeandiitwas

    possibletomakea

    nicelayoutspellingthe

    nameLuton.

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    Onthenextpageisaresultoplayingwithdierent

    layouts.

    Ieltthatitcouldmakeanicewallpaper.

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    During my critique it was suggested that my logo looked more like a poster and that it was too busy,the idea was put orward that maybe I should design a poster, as well as creating a new logo.

    I drew inspiration rom the background colour o the Luton Football Club.Initially or letter L, I drew inspiration rom Luton Football Club but made it transparent.

    It is said that Luton is a town o the hard worker and in hard work there is a lot o transparency.

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    source: www.luton.gov.uk

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    geometrical shapesPlaying with

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    I was directed to look into using geometric patterns.I drew inspiration or my patterns rom the

    17-end English wave black-and-whiteI tested this out on the letter L.

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    I also tested the pattern out on thelisted building shape.

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    Testing

    different

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    pa

    tt

    er

    ns

    39

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    I created now patterns but ound it diercult to t the patterns into theletter L.

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    I designed a dierent 'Luton' layoutto try and solve this problem.

    I designed dierent patterns to attemptto combat the problem, this resulted ina combination o the two aspects.

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    Iwasnot

    satisedwiththeoutcomeo

    theprevio

    usapatternsoIdesigneda

    newpatte

    rn.

    Ialsochangedthe

    coloursothepatternand

    thecolourothelogo.

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    I created many dierent geometric shapes which I tried to merge withmy ont. I also applied the colour orange rom my original logo,yet I still ound I was struggling to t the pattern into my ont.

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    I decided not to use my ont in the logo,instead I decided to simpliy the pattern and usedthe Bodoni ont. My aim was to reduce the complexityo the pattern and make it less busy. So I cropped theont and wrote the word 'Luton' in the negative spaceo the pattern.

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    WhiledoingthisIrecognised

    thatthepatternspelled

    outthewordLuton.

    Ithendrewinspirationrom

    theLutonootballclublogo

    andusedthecolourorange,

    butmadeitabitdarker.

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    47 shapegm

    aes

    shapegames

    shapegame

    Iwasrandomlyplayingwithstrokesandontsizeson

    AdobeIllustratorwhilstusingBodoniont;Ioundthat

    thismadeauniqueshape.

    Idecidedtowrite'17EnglishWav

    eBlackandWhite

    Improved'usingtheshapethatw

    asormed.

    Iappliedageometricalshapetha

    tIhadmadeearlier

    whichwasinfuenced

    bythe17EnglishWaveBlackand

    WhiteImproved

    pattern

    tocreateanewshape,whichcan

    beseenon

    thenextpage.

    Theshapegame:Playingwithon

    tandstrokesize.

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    Iwantedaeelounknownormyposters,

    becauseIeelthatthehatindustry,

    o

    neoLuton'smustsuccessulindustries,isbeingorgotten.

    Thus,Iwanted

    mypostertorefectthis.

    17

    Eng

    lish

    wa

    ve

    impro

    ved

    Black

    and

    white

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    ButeStreet

    Barb

    ers

    Dunstable

    Bilton Way

    Lane

    ButeStreet

    Bute

    Street

    Bute Street

    John Street

    Guildford

    Stre

    et

    Guildford

    Str

    eet

    StreetBute

    Church

    Street

    Vauxhall Motors

    Rive

    r

    Hat Factor

    Luton Airport

    Lea

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    Discover

    the patterns

    of

    Luton

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