RUMBA ROOM
TYPE DESIGN, TYPOGRAPHY, BRAND IDENTITY
OVERVIEW
This project explores the intersection of typography, music, and branding through the creation of a custom-modified typeface. Assigned a random foundational typeface and music genre, I developed a unique display typeface used as the core identity for a performance venue.
Being assign the typeface Trajan and the genre Latin Jazz, I conducted research into the history of the music genre, analyzed its aesthetic and sonic characteristics, and compiled a list of key performers across eras.
PHASE ONE: RESEARCH & IDEATION
Known for its classical proportions and elegance, Trajan is often associated with prestige, film, and historical authority, embodying sharply cut serifs, vertical stress, and timeless geometry.
My goal was to reinterpret Trajan’s stately, all-caps design into a more expressive and genre-aligned display typeface, without losing its sense of craft and tradition.
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PHASE TWO: SKETCHING AND FORM IDEATION
Some key visual ideas emerged through sketching—a distinct upper-left serif treatment across select characters, unifying rhythm throughout the letterforms.
I also experimented with an extended weight of the characters, exaggerating contrast and width to create a more impactful display style.
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FINAL ALPHABET: MANTECA
REGULAR
EXTENDED
CAFE VENUE LOGOTYPE
CAFE VENUE TOUCHPOINTS
TYPE SPECIMEN BOOK
This book explores Manteca’s typographic features and plays with usage through experimental layouts, expressive compositions, and genre-inspired visual language, proving Manteca performs across scales and contexts—whether in editorial design, signage, or expressive titling.
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