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Hat-Trick’s illuminated letters tell a London story

Hat-Trick Design has unveiled a series of large scale illuminated letters on a hoarding site in London’s Victoria. Each letter tells a story particular to the area…

“We decided to design a typeface of illuminated letters, with each letter telling a different story for passers by to discover,” “For example ‘B’ for Busby bearskin hats, ‘P’ for Pelicans – informed by the famous story of a pelican eating a pigeon whole in St James’ Park (illustrated by Becky Sutherland) – the ‘O’ refers to the Olympics as Victoria will be hosting the beach volleyball events and ‘W’ for Westminster, etc. We then used the typeface to spell out words and sentences so it could be read from further back, says Hat-Trick’s Tim Donaldson of the project for Land Securities.

The use of purple and silver refers to Land Securities’ colour palette. Here are a few of the individual letters, plus a complete set of 26 characters.