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15/12/2016

Roster Bar & Restaurant by Bond, Helsinki

Opinion by Richard Baird.

Logotype and branded apron by Bond for Helsinki bar and restaurant Roster

Roster is a bar and restaurant situated on the corner of Pohjoisesplanadi and Unioninkatu in the Tori Quarters of Helsinki. It features an impressive interior made up of custom furniture with a vintage twist, raw and refined materials and hand picked design objects. Although sophisticated in its interior, Roster is a casual rather than formal dinning experience, focusing on service, ambience and good food. The interior’s juxtaposition of materials, and the mix of high quality food alongside a more informal environment is expressed throughout Roster’s brand identity, developed by graphic design studio Bond, in its typographical contrast and a series of tattoo-inspired illustrations. This links a variety of printed assets such as business cards and menus, as well as uniforms and awnings.

Logotype, business cards, menus and uniforms by Bond for Helsinki bar and restaurant Roster

04-Roster-Bar-&-Restaurant-Interior-BPO

05-Roster-Bar-&-Restaurant-Interior-BPO

Roster has an lovely interior design. There is plenty of material, form and colour contrast, yet a pleasant continuity throughout. Furniture is a smart blend of delicate metal work and large upholstered shapes. Lighting, colour and space moves between the dark and cozy and the light and spacious. It is thoroughly contemporary with almost a period elegance to materials and finish. Brand identity manages to draw this out through typographical juxtaposition, whilst working in some of the character of service in the use of image.

Logotype, business cards, menus and uniforms by Bond for Helsinki bar and restaurant Roster

Logotype, business cards, menus and uniforms by Bond for Helsinki bar and restaurant Roster

There four choices at work, that together, pretty much covers Roster’s restaurant and bar experience. La Pontaise alongside L10 from Or Type mixes a calligraphic elegance with a modern restraint and simplicity of form, and a custom typeface of irregular strokes and rough edges, in conjunction with an old style serif plays with of what might be considered the formality of the past and a very current informal attitude to dining.

Logotype, business cards, menus and uniforms by Bond for Helsinki bar and restaurant Roster

The contrasting of type is far from unusual. It is frequently used to provide both visual interest and communicative breadth to a piece of work. Check out Glasfurd & Walker’s work for Earls.67, an acute mash-up which plays with past and preset. What you see less often, and even less successfully, is the compounding of four within single words. It is incredibly difficult to pull off, but here, and for the most part, it works. Kerning conventions give way to an optical balance, with consideration given to weight and shape. Differences, and the communicative intention that underpins these, are evident and contribute t a greater hole.

The interior design is is full of character, however, outside, in the form of campaigns, signage, posters, any other visual tools, brand identity manages to work together, not only the material quality of bar & restaurant, but also some of its ambience and character.

Logotype, business cards, menus and uniforms by Bond for Helsinki bar and restaurant Roster

The character of custom type also plays out in the drawing of tattoo-inspired illustration that run across print and website. Again, it is a familiar visual tool, effectively leveraging association, but in a way that contributes another well-intended expression to a broader experience without either getting lost of dominating. The way that these manage to move between the simple black ink of menus and the more high quality gold embroidery of uniforms is a particular highlight, and really captures the essence of the restaurant.

Logotype, business cards, menus and uniforms by Bond for Helsinki bar and restaurant Roster

Logotype, business cards, menus and uniforms by Bond for Helsinki bar and restaurant Roster

Logotype, business cards, menus and uniforms by Bond for Helsinki bar and restaurant Roster

Brand identity and menu design by Bond for Helsinki bar and restaurant Roster

For the most part, the juxtaposition of type works well, particularly when worked together within single words and within wordmark. Across menu, where individual typefaces are used to pull out specific dishes, it feels a touch more haphazard, far less resolved. Weight and size may well intend to direct the eye to some preferable house specials, but visually it looks awkward, and looses some of the personality and attitude established elsewhere.

Logotype, business cards, menus and uniforms by Bond for Helsinki bar and restaurant Roster

Logotype, business cards, menus and uniforms by Bond for Helsinki bar and restaurant Roster

BP&O regularly writes about, within the context of restaurants, cafes and bars, the idea of brand identity as either distilling down and expressing, in a fairly straightforward manner, experience, or contributing to it with new visual elements. Bond’s work for Roster does a bit of both, it captures and conveys some of the material and menu, in type and print finish, but also adds a distinctive an unexpected quality on top through image, informed by the less tangible, and the way this is then worked into interior through print and uniforms.

Design: Bond. Opinion: Richard Baird. Fonts Used: L10La Pontaise.

Brand identity and illustration by Bond for Helsinki bar and restaurant Roster

What do you think of Bond’s brand identity for Roster? Share your thoughts in the comment section below or get the conversation started on Twitter.

Logotype, business cards, menus and uniforms by Bond for Helsinki bar and restaurant Roster