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?

Temple of Hackney is a new vegan fast food restaurant located in Hackney Central. It sits alongside a variety of fast food outlets dotted around the main road, however, Temple of Hackney is designed to stand out amongst its competitors. They have taken inspiration from the surrounding fast food shops by using temporary plastic fascia, bright primary colours and fluorescent backlighting, however, there are certain signs that point towards its new target market; a new demographic in Hackney who are either vegan, or trying to eat less meat for environmental/moral reasons. Compared with the surrounding independent fast food chains, the letterforms are much more slick and modern looking. They've used a hard-edged sans-serif typeface, signifying industrial overtones and recalling the pre-gentrification heritage of the area. The combination of bright primary colours along with the simplicity and minimalism of the fascia's composition creates a feeling of confidence and distinction, reflecting a product that they consider to be more ethical than their local competitors. To me, Temple of Hackney's branding summarises an element of appropriation that is commonplace among new businesses setting up in Hackney.

Location

5 Morning Ln, London E9 6ND, UK