In this Typography assignment, we focused on the hierarchy grid. We completed iterative explorations of restaurant menu design focused on typographic hierarchy and the use of the grid. We worked in a series of stages with constraints of typeface, size, and styles. Throughout the development of these compositions, we would create a final menu design for our selected restaurant. I was given Saddle Peak Lodge, an upscale wild game restaurant, as my (hypothetical) design client.

created a visual style guide of three restaurants with the same cuisine as Saddle Peak Lodge: Jeff Ruby’s Carlo & Johnny, Dai Due, and Saskatoon Lodge. This helped me curate possible color palettes, typefaces, and visual elements to use in my final menu design.

My final designs were two options for Saddle Peak Lodge’s expanded menu. I had the following options and limitations to consider:

1. A final print design no larger than Tabloid in size.

2. Information might be broken up, rearranged and organized to my liking. At this point, we were able to add to the restaurant text (i.e. dishes, sides, drinks). We could not remove any text. 

3. No limits on number of typefaces + glyphs. We were also able to add graphic elements that can be made in InDesign.

4. We could apply color to your type and add shapes of color. To represent our “paper stock” digitally, we could place a paper texture or add a color to the background.

Objectively, I had to: “demonstrate an understanding of page composition, balance and use of the grid; effectively manipulate typographic variables to create visual interest; effectively manipulate typographic variables to create hierarchy; successfully communicate concept through appropriate typographic choices; demonstrates an application of typographic skills: space, alignment, leading/kerning/tracking, scale, color and orientation; and demonstrate a high ability to digitally render and physically compose a final product.”

I opted to have two options: a folded menu with a die-cut; and a double-sided, long, rectangular menu. Overall, I’m very satisfied with the results. It’s clear that I had more fun designing my folded die-cut piece. This is ultimately the physical comp I would present to Saddle Peak Lodge for consideration.