Having worked with the Cambridge Roar since its initial launch in 2014, we are delighted to be involved again for its fourth year running.
After working with Founder and Chairman of the Cambridge Roar, Tony Murdock, to create the original branding and design for the Cambridge Roar 2014, each year we are tasked with further developing it in order to adapt to the event’s changes and growing popularity. The Cambridge Roar is a festival of charity events, which, this year, is in support of Arthur Rank Hospice, East Anglian Air Ambulance and Cambridge Community Trust.
This job involved creating new event icons, which needed to advertise and promote the various events being held at the Cambridge Roar 2017. These events are a combination of both new events and events that have proved popular in previous years.
We started off this year’s logo development by thinking about how we would want the events to make people feel. Doing background research, we found that events that create an idea of nostalgia are especially popular at the moment. This approach instils a feeling of familiarity within the audience, presenting the events as classically entertaining and appealing to everyone.
In order to achieve this, we began research into classic typography used around the 50’s and 60’s. This led us to use a lot of script typefaces accompanied by accentuated serif fonts. These old fashioned fonts transitioned especially well when produced digitally, removing the roughness produced by old fashioned printing methods to create sleek and clean curvatures.
Once we had produced the titles, we brought the events into the modern era by using high resolution imagery of modern day iconography to represent each event. This juxtaposition created what we felt to be a bright, interesting and inviting display. This moved on from the previous year’s branding which focused around illustrations. Another goal of this year’s events was to make the events seem a little more grown up, which we believe was achieved by switching illustrations for photography. Overall, these event icons have a much cleaner and more professional appearance, whilst still maintaining the playful and light-hearted atmosphere of the Cambridge Roar.