Technology

How Our Brand/ Typography Was Created

Marrickville-based design agency, Boxer & Co. was commissioned to create an identity for the new extension to Marrickville Metro shopping centre that opened recently in June 2021. A new wordmark for Metro had already been created, so the new visual identity had to work in solidarity with that.

The neighbourhood of Marrickville is vibrant and diverse. There’s a strong respect for the past and history, a buzzing eclectic and creative vibe and a strong love of local and community. It was important that the new identity encompassed all these things.

Metro_Font.jpg

The final solution centres around an angular grid, the shape of which was derived from the ‘M’ in ‘Metro’. A suite of assets were then created to form a patchwork, inspired by the diverse cultures and lifestyles of the area.
 
Food and beverage photography has a perfectly imperfect vibe, in line with the nature of the authentic food offering.  A range of illustrations were carved out by a local artist, capturing objects like food, pets and chess pieces. An entire alphabet was carved from rubber stamps, then scanned in to create a unique and ownable font, ‘Marrickville Made’.

Metro_Font_Creation_1.jpg

Imagery of textures, patterns, shapes and imagery supplied by the stores themselves can then be seamlessly included in the grid. A black pipeline, derived from the letterforms of the logo overlaps photography, patterns and textures, connecting the grid and providing direction and continuity.

Metro_Illustrations.jpg
A range of quirky iconography was created for to use as pictograms for signage to add a little fun to the mundane.
 Metro_Font_Creation_4.jpg

A whole tone of voice was created, with a friendly local, straight-talking, cheeky feel to it. Humour is injected wherever possible without making the copy feel fake or forced.
 
Overall, a unique and recognisable brand for this cool little corner of Sydney’s Inner West.