In one of our first meetings as a group we talked about the brief and the limitations and opportunities that it presented. Before we got too caught up in considering design straight out we re wrote the brief on our own terms to ensure that we all understood everything and were on the same page. this brief cable found below.
Brief:
Create a brand identity for the up and coming Hyperloop train. Apply to appropriate merchandise and present to the DBA board as a completed concept.
Background considerations:
- consider the audience and how to address and expand this audience.
- think about how this identity will be viewed over a number of digital and print platforms.
- This is a new type of technology and as such requires a new type of identity to do it justice.
- Consider the customer experience and how the identity will effect/dictate this.
- Think about skeptics of this product and how the identity will address these issues.
- Think about the fact that this will only be be viewed by designers not in fact clients or literal audiences.
- This needs to be and identifier that communicates the core values and ideals of the product.
- Identify the core ideals of the project and look to concisely communicate these.
Mandatory Requirements:
- Must at least have a logo that is applied to the set image for the brief.
- Consider a breakdown of your design decisions such as colours and finished to communicate to the DBA.
Deliverables:
A presentation to pitch concept and design.
After this we talked about what we wanted to communicate with the visuals of this project and selected three words that we agreed were canal to an effective outcome for the project.
- Speed
- Sleek
- Sophisticated
We then set up a collaborative printer eat board to just start throwing visuals in a pot and get discussions going.
We then agreed that we would go away over night and add to the board and perhaps do some preliminary sketches.
I looked at several sources concerning train shape, structure and promotion and started sketching some typographic options just to get started. The main idea I was looking to communicate was speed and movement but in a controlled precise fashion.
One of my favourite ways to do this was by softening off the terminals of descenders and ascenders as if pushed to one side by rushing air. I then looked at some possible alterations or developments of this.
These include adding actual loops to the designs and an increased tracking of the letters. this racking is informed by the nature of red shift or changes in light wave length as something move ps quickly away from you. In short the wavelength becomes longer and so does the space between the letters. I was thinking that if the branding was completely digital, tickets on smartphones co
Utd act as homing beacons towards the station. As you get closer, the tracking increases, this could work in terms of a logo animation for videos and web presences.
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