William Morris Design Line

The William Morris Design Line presents an open weekend of design, craft and making across Walthamstow. Over several days makers and creatives in Waltham Forest open their doors and show visitors behind-the-scenes of their work and process whilst giving people a chance to try their hand at making. The identity is born out of the idea of a trail being marked on a map often with a dashed line. Through aligning the letter 'i' present in the wordmark we were able to give a nod to this dashed line. This line can then be extracted from the typography and expanded on to be used as an ownable graphic device to form patterns, iconography and stylized compositions, both functionally and decoratively. The color palette is intentionally simple and attention grabbing. Since much of this will be running as functional signage throughout the design route, it was appropriate to have a single distinguishing color to help navigate people through the design route.