UNBRANDING CAM­DEN

Com­puter Arts se­lects the hottest new de­sign, il­lus­tra­tion and mo­tion work from the global de­sign scene

Computer Arts - - Contents - by Ragged Edge www.ragged­edge.com

Ragged Edge’s new cus­tom fonts and brand­ing for Cam­den Mar­ket, and much more

Lon­don's Cam­den Mar­ket has long been cel­e­brated for its an­ar­chic spirit and com­mit­ment to cre­ativ­ity, and this was the mes­sage that spe­cial­ist brand­ing stu­dio Ragged Edge worked to cap­ture when it was tasked with putting to­gether a new iden­tity.

“In­stead of a cor­po­rate brand sys­tem, we set out to cre­ate a tool­kit for self-ex­pres­sion; a kind of ‘un­brand',” smiles the stu­dio's co-founder Max Ot­tignon. The so­lu­tion the team came up with was a flex­i­ble set of tools, com­pris­ing two cus­tom fonts, a brand frame, a geo­met­ric pat­tern based on the neg­a­tive spa­ces within the type­face, and a black and white colour pal­ette. It was pre­sented to the Cam­den Mar­ket team with strict in­struc­tions: “If you're not ex­per­i­ment­ing with our brand, push­ing its bound­aries, you're not do­ing it right.”

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