Housed in a building once a customs house for ships arriving into Leith dock, Custom Lane has been renovated inside and out by GRAS and onsite fabrication team to create a space dedicated to design and creative development. Along with the studio and hot-desk floor, the building now houses a café, shop, fabrication workshop, gallery and event space offering a varied programme of events focusing on the practice of design.
The vision of Custom Lane is to serve as a platform for, and beacon of, world class design in Scotland. The identity must support and amplify this. Stance was briefed to create an identity that works across a multitude of executions produced by Custom Lane and its partners.
Stance’s approach to the project is an exercise in simplicity and economic restriction. The identity relies on a single font style, pushing its limits across screen and print. Multiple glyph variations take reference from the craft and maker roots of the Custom Lane concept, nodding to the idea of collaboration to design.
Rather than relying on a specific marque or logotype set in a rigid position, it opted for a dynamic, flexible container to hold the custom font. This can adapt to almost any format across print and screen, forming the foundation for the identity.
The simple and flexible foundation allows for evolution of the brand identity by playing with colour, texture and physical space. But regardless of how the identity evolves, it will always place the subject matter in focus and be visually routed by the custom font.
Kurt Smith - Partner
Neil McKie - Partner