Keyboard Diagram

Basic font instructions

Walker letterhead

Buisness card press sheet

Identity usage on performing arts postcards

Membership and gallery pass cards

Admission tabs

Identity tape for branding shop merchandise

Shopping bags

Entrance graphic

Parking garage

Walker Merchandise

Walker Expanded is a new graphic identity for the Walker Art Center. The identity uses digital font technologies to create lines of words and textures. Installed as a series of fonts on your computer, it becomes a kit of parts allowing the designer to create on-demand, customizable identity strips for each project. Unlike a typical font, each letter on the keyboard produces a word instead of a letter or character. So instead of differences like bold and italic, each font groups words into different vocabularies with language that is tailored to specific audiences representing both internal and public usages. There is even a font for the gift shop, which has its own vocabulary. Also built into the font are different patterns that can be typed out and set behind a row of words to help create a single graphic mark. In application, the strips run edge to edge, either horizontally or vertically and can be spare and simple, or ornamented and complex. Like a piece of tape, this strip of words and patterns can brand almost anything from a business card to merchandise to a building. Designed with Andrew Blauvelt; font programming by Eric Olson of Process Type Foundry.