93 Feet East
93 Feet East is an established music venue situated in Brick Lane at the heart of the Old Truman Brewery. They have played host to the likes of Radiohead, The White Stripes and a list of world class DJs. We were commissioned to create a new brand for the venue to bring it up to date and place it on the map as one of London’s key and essential music and events venues.
The identity was informed by the venues industrial history. The ‘93’ mark is a contemporary take on stencilled typefaces once used to label and mark crates for shipment. The name ’93 Feet East’ was taken from a flagstone within the courtyard marking the brewery’s territory, 93 feet east of that point. This inspired us to create a dynamic set of shapes that work together to form the number ‘93’ while referencing the symbol for ‘feet’ and an arrow pointing ‘east’.
The ‘93’ mark runs throughout the wider identity. The shapes derived from the brandmark are used to house and interact with type and imagery, while a stripped back colour palette builds familiarity and helps focus the attention on photography. Anatomy redesigned the typeface, ‘Hurme Geometric’, to create ‘Ninety three Sans’, to echo the angles and proportions of the mark. The brand identity is dynamic and ever changing, a nod towards the multi-purpose use of the space.
Anatomy created a sub brand for 93’s monthly in-house event, ’93 Degrees’. The identity needed to have a strong link with the brand whilst looking unique. The concept used the degree symbol which was used as a device to house abstract imagery that evokes a sense of heat and movement.
93 needed a mobile focused, responsive, event listings website that would also promote the different spaces within the venue. We created a site that features a unique calendar slider that dynamically loads upcoming events, with clear links to social media and tickets.