FREEDOM OF FONT AND STYLE, BY TERMINAL DESIGN AGENCY. 

One day our friends from Terminal Design visited our Freelabel store in New Holland.  The first words spoken were "we want to rebrand you and change your font".  We said "ok, sounds fun".  Over a period of 3 months the Terminal Design team developed a brand identity, which included a unique variable font, exclusively for Freelabel.

Collaboration Terminal Design Agency | Freelabel

EXPERIMENTATION - First results after the font was installed.

FREELABEL LOGO

The manifestation of human individuality is very important to the Freelabel brand.  Freedom, uniqueness and individuality are part of the core values. With these concepts in mind, Terminal Design were inspired by the folk and demonstartion posters, created by people in the 60's and 70's using improvised means.  In Freelabel we have many quotes and expressions, which is the basis of our mood and our outlook on life in general.

Collaboration Terminal Design Agency | Freelabel

Collaboration Terminal Design Agency | Freelabel

THE USE OF TAPE - non-standard condstruction is a recurring theme at Freelabel. 

DEVELOPMENT OF A FONT

When creating the font, the Terminal Design team was inspired by the hand formation of the lettering, particularly from the 1960's/1970's sexual revolution, where each letter was drawn by hand.  And including folk poster inscriptions, where where letters are created using adhesive stationery tape. 

In a visual study of street lettering, it was found that a main inscription on poster and placards, did not always completely fit into the into a limited media format or in a straight line.

Each individual character was redrawn and vectorised, and then developed into a web font which could be used across all design, in any format - even embeded into the website. The font is variable. Letters have a fairly large number of alternative solutions that can be combined or conflict with the signs standing next to them. This makes the identity very cheerful, dynamic and variable.

Collaboration Terminal Design Agency | Freelabel

Collaboration Terminal Design Agency | Freelabel

Collaboration Terminal Design Agency | Freelabel

Collaboration Terminal Design Agency | Freelabel

The development of the font took more than 6 months to complete.

BRAND IDENTITY

As a result of the work done, the store, as well as the items sold under the Freelabel brand, began to take on a more sophisticated appeal, and we agreed, began to look more relevant to the brand’s target audience, and explaining the values of freedom to other people became faster and easier. Freelabel even began to design around the font, rather than the other way around.  For example, beading work was modified on the Catastrophe T-shirts, so not overembellish the already complex font.  Balance and harmony, in a world of chaos and expression.

Collaboration Terminal Design Agency | Freelabel

Collaboration Terminal Design Agency | Freelabel

Collaboration Terminal Design Agency | Freelabel

Collaboration Terminal Design Agency | Freelabel

Collaboration Terminal Design Agency | Freelabel

Collaboration Terminal Design Agency | Freelabel

Collaboration Terminal Design Agency | Freelabel

Collaboration Terminal Design Agency | Freelabel

Freelabel embraced the Terminal Designs new brand identity. Tthe concept fitted 100% with our DNA

WINNERS

For this new identity and font, the Terminal Design team won silver in both the White Square awards, and the ADCR awards – which the largest international festivals of creativity in Europe - whose competitions cover the entire spectrum of communications, marketing, advertising and branding.

Collaboration Terminal Design Agency | Freelabel

THE WRITING ON THE WALL

We were blown away by the new font, and extremely grateful for the huge amount of hard work and insipiration that Terminal Design put into this project.  The first texts to be redesigned in Terminal Designs font was our famous expression on our main wall - I AM THE DESIGNER OF MY OWN CATASTROPHE.  The dressing room expressions DEFINITELY, MAYBE, MINE were replaced at the same time.  Already the store's atmosphere appeared different - fresher and more tuned to our community.

All implimentations of Terminal Designs font can be found in our Freelabel store.

THE TERMINAL CAPSULE

All items in the Terminal Capsule are printed with the award winning Freelabel font.  100% organic cotton T-shirts and sweatshirts, embroidered by hand. Keytags printed with 3D rubber effects. Natural leather bags in collaboration with Leonid Titow and a recyclable steel thermos printed with our key phrases. In order to compliment the etherial and progressive nature of the origins of the font, sustainable and ethical materials are used where possible.

Freelabel vegan, designer clothing with certified sustainable materials and Russian artists.

Soft-touch steel thermos, for hot and cold drinks.

GO TO CAPSULE 

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