Simply layering the two fonts meant that “the high point on the cap height was very, very up and down. “To get that drop shadow and the regular fonts to work, to match up, was quite a technical thing,” explains De Rozario. The impression of the 3D headline typeface is created by layering two 2D fonts – which can be used independently – to produce a drop shadow effect. Overall, the tone is confident but cheerful, which carries through to playful touches like a double-tier hash that references a firefighter’s ladder, or the punctuation and tittles on the lowercase ‘i’ and ‘j’ in the shape of the Brigade’s star insignia. It’s in your face, but there’s a soft side to it.”Ī chunky design was used partly to create a “friendlier” feel, but also the extra mass was needed to allow the 45-degree angle of the shadow to work. We tried to incorporate that by having a bold, strong typeface, but having a softer side to it, and that’s evident in the curves of the type. “They want to get away from the strong macho image – you know, ‘men fighting fire’ – because they do a lot of community work and charity work, so they want that caring aspect. The style is very old,” says Foundry Types director and designer Stuart De Rozario. “The design has a flavour of 20th century geometric grotesque fonts, really.
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