Initial thoughts

We decided to work with the Electric Cinema because it's unique to Birmingham by being the oldest cinema in Britain, found in 1909. We wanted to choose a piece that wasn't as well known like for example; the bullring or Aston Villa and originally thought about working with Birmingham's reputation of being the birth place of heavy metal with artists such as; Ozzy Osbourne + Black Sabbath along with Judas Priest etc all coming from the city however we opted for the cinema because we liked it's heritage, how it's stood the test of time and how it's down a side street unlike the Odeon on New St. which we felt adds to its character and charm.
The Electric Cinema sprung to mind when we talked about Birmingham's typography because it's art deco style is unusual to see these days however it was a common theme with cinema's back in the day so it was important we kept that style within our typography which I feel has been executed successfully.