An updated visual identity ignited the design process for signs in Broughty Ferry.
Since 2008, Michael Gough and Christopher Hutchison own and operate Fort Street Motors. Chris is my friend and he’s also the accountant for my business. We’d discussed replacing his garage premises signs and running out of letterheads presented the right time to review Fort Street Motors’ visual identity.
Michael and Chris chose to upgrade their signs with dimensional and illuminated letters. Their choice would involve additional design planning and influence the typeface selection.
I started by designing a logomark combining the simple form of a fort and the diagram of a six speed gearbox.
The project duration lasted over one year. The delay was in part due to planning consent for illuminating the fascia and projecting sign.
Comprehensive plan drawings and documents detailing technical specifications of materials, installation methods, and how the signage would be illuminated were submitted to Dundee City Council planning department.
Following design revisions, the council approved the garage’s signage in Broughty Ferry’s listed conservation of Fort Street.
Understanding the end product influences design choices. Therefore, I chose a bold and simple font to avoid limitations for manufacturing the fascia’s 3D letters. Spray painted satin white, stainless steel, built up letters with 50mm returns were fabricated by a specialist contractor.
A new sign tray as well as a projecting sign replaced previous signs and completed the garage’s new look. The previous signs were removed and disposed of a few days before John (the joiner I work with) and I installed all the new signs in one day.
Stationery design and a new website followed to further Fort Street Motors’ rebrand.
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