HOW TO CHOOSE A TYPEFACE with Two Times Elliott and Dalton Maag, 2020

Design, Design Consultant, Workshop Hosting

In November 2020, Two Times Elliott ran the first in a series of workshops with our friends and collaborators, Dalton Maag. We developed the workshop alongside Dalton Maag to help participants make informed decisions on how to choose a typeface, from branding considerations to logistics. The workshop navigated five modules, each an important step in the decision‑making process when choosing a typeface. Each module had a presentation section by Dalton Maag followed by an interactive session with material created by Two Times Elliott.
To help participants decide on the correct typeface and its application we designed and developed two fictional brands, both with very different requirements and brand considerations. One, a multinational, conglomerate business (Milo); the other an independent, local brand (Mud). Milo, an international full‑service global airline with an ambition for green air travel, was designed by myself. While Mud, a modern artisan pottery studio and store specialising in the traditional methods of handcrafted clay decor, was designed by Connor Fairclough. The Milo brand identity explored the themes of discovery and navigation through a flexible arrow that draws a likeness to a compass. Mud aims to strike at a unique market positioning through bright hues and contemporary visuals that are a stark contrast against the earthy tones associated with ceramics.
Throughout the workshop we offered insights into our process and the limitations that should be considered from a design perspective, in the context of our fictional brands. Eleni spoke to all the aspects that are at the forefront of type designers’ minds, and how graphic designers can better utilise this information throughout the design process.
Our first workshop had a 98% attendance and streamed live via zoom from London to over 15 countries and 8 different time zones with people participating from as far afield as Cambodia.

TYPE CONSULTANT
   Eleni Beveratou (Dalton Maag)

DESIGN / DESIGN CONSULTANTS
   Connor Fairclough, Jennifer Whitworth (Two Times Elliott)

WORKSHOP HOSTS
   Eleni Beveratou, Connor Fairclough, Jennifer Whitworth

MOTION
   Connor Fairclough

PRESS
   The Brand Identity