Typo analysis

Typo is a stationary and “concept” store that is a branch of Cotton On, a clothing store. It is a relatively new company, it a franchise with stores across Australia as well as products being sold inside of some Cotton On stores and Borders book shops.

Typo seems to be Cotton On’s reaction to the Just Groups stationary/ concept store Smiggle. While there are defiantly some similarities between the two stores Typo is decidedly different. This can be seen when comparing the two companies mission statements.

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Typo Mission statement.

Typo is a one stop concept store with irresistible products to fill your space with confidence. Taking trends from the fashion industry and applying them to notebooks, decal wall art, gift wrap and other specialty items, Typo offers product with attitude… Typo is fast and affordable.

Smiggle logo

Smiggle’s mission statement

Smiggle - the world's hottest stationery brand. Fun designs, bright colours and great value. Smiggle a cross between a smile and a giggle.

Both stores offer “fashion forward” stationary however each has their own idea of what that means. Smiggle is all about colour and fun, playfulness and creativity and is marketed at a younger crowd. Typo on the other hand is more muted, the store colour pallet is faded browns and they have given themselves a kind of Punk vintage feel. That is vintage inspired images that have been modified in a “subversive” way.

So in terms of a logo design Typo wants to appear different to its competitor, it is much more hard edged and “adult”. It still caters to a teen market, when kids become too cool for the fun and silly world of Smiggle they can move on to Typo for a more rebellious and defiant aesthetic.

Some of their products directly referencie Punk art. For example Typo has a range of imagery that superimposes skulls onto the Mona Lisa. As well as many other collaged subversions of classic imagery. 

Influences from Dada collage can also seen so introducing a dada’s approach to type could be an interesting approach.

In saying that Typo lends itself to a punk/ anarchist aesthetic it is still aimed at a young market. It is still playful and fun, but it sees itself as a little bit more dangerous than its competitor.

So for the logo redesign a feeling of rebellion and defiance needs to be injected. In saying that though it still has to be fun and playful. Punk lite.

It also needs to feel hand made, it can’t be to clean or adult. Typo is a stationary store and lends itself to the hand made aesthetic, this is also consistent with the dada and punk references that its products have. From a practical standpoint the logo needs to be scalable, legible, work in Black and white while conveying the unruly side of stationary.

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