Opinion by Richard Baird Posted 17 February 2012
Aimed at both the corporate and commercial events/occasions market, Halliday’s is a specialist vintage china hire service established by Imogen Hudson earlier this year. Imogen commissioned London based multi-disciplinary design studio Family to develop the brand’s identity, printed collateral and online presence working in collaboration with photographer Jade Sukiya.
“Halliday’s offers a stylish and elegant collection of mix-and-match pieces, all hand picked for that special touch. Our carefully sourced vintage china collection spans the 1800s-1950s, and includes teaware, crockery, cake stands, china, cutlery, and vintage inspired accessories. We pride ourselves on selecting only the very best pieces, only using fine vintage china or porcelain, with no shabby-chic or reproductions. We are a small, but perfectly formed company, ensuring you get a personal service direct with your styler. We are based in Birmingham and cover all over the Midlands area. We can also deliver anywhere in the UK.” – Halliday’s
Based around what looks like a modified Museo Slab, the logo-type is really well constructed and spaced with only the ‘S’ appearing slightly awkward and forward leaning. The rounded terminals of the serif’s and the consistent line weights have a simple, classic and restrained sensibility with only the horizontal bars (which for me are unnecessarily heavier than the type) delivering a slight and interesting flourish. The modern illustrative style of antique tableware is a really nice juxtaposition of the themes which are further reinforced by staged period photography executed with a contemporary eye for detail and high resolution quality.
For me this identity is a smart contrast and visual characterisation of a vintage product offering delivered through a contemporary service proposition that intelligently runs through a broader structure of photographic, illustrative and typographic assets.