Geotype Submission

The Geotype project charts the rich history of lettering and type forms that have established the identity of cities and towns around the world. Explore the map

How does this letter-form communicate its location?

Tram Store is a cafe on Upper Clapton Road. It is situated slightly further away from Clapton's more gentrified area, and is unique compared to other businesses in the vicinity. Tram Store has been around for about 20 years, and has developed in accordance with the gentrification of the area and responded to the needs of the new demographic that has recently moved to Hackney. Rather than using temporary fascia like the cafes in the surrounding area, Tram Store have made the decision to paint directly onto the brick work. This signifies their values of sustainability (the interior of Tram Store is decorated with natural wood and an abundance of plants), however, it also evokes the tradition of ghost signage which can be seen throughout Hackney. The colours chosen are also fairly muted and understated, giving the impression of age, respect and traditionalism. By painting directly onto the brick work, Tram Store are recalling a time before the gentrification of the area, however, by using a clean, sans serif, computer generated typeface, they are simultaneously appealing to the more modern sensibilities of Hackney's new community.

Location

38 Upper Clapton Rd, London E5 8BQ, UK