COP3- Branding brief- Hogs Rest

As I completed a live brief for COP it has been great to see from the submission that the designs I created have been put to good use by Lorna the creator of Hogs Rest. She has been using my poster designs on the pin boards at events and also printed to banner to put up on stalls, the image has also been wrapped around a collecting tub and I am thoroughly pleased that Lorna likes my designs and is using them for a positive impact on the charity. 

OUGD602: PPP DBA- HYPERLOOP

Feedback:

The presentation should have built up to be a slow reveal of the project including research and initial ideas that perhaps were wrong and explanations why you went in a different direction.

The logo is something the as a group we mainly focused on however it was noticed by the DBA team as they suggested we should have developed into more areas as we had started to do this with mockups of interiors.

They were confused as to how our logo explicitly showed approachable technology and this is perhaps because as a group we were caught up with the concept that we didnt show it as clearly. Although overall they enjoyed the concept of approachable technology and our enthusiasm for the alpha document, science and the project itself.

From the feedback we received at the end of the day the winning team seemed to spend a lot of time working, this meant that they managed their time efficiently and gave each group member a task which we unfortunately didn't and it made working as a group incredibly difficult as I in particular didn't feel as though as I was contributing as much as I would like to have done. As a group our concept worked well within the presentation but I believe this is a learning point for myself as a designer, as I haven't complete many collaborative projects. I need to work on more collaborations and with different people who have different skill sets.

OUGD602: PPP- DBA HYPERLOOP Final Presentation

The presentation can be seen above. 

Presentation notes:

Slide 1:

From the feedback in the last Crit we have built on one overall concept. 

Slide2:

this was majorly based on making the technology accessible 

Slide 3:

and this is what we came up with

Words we tried to communicate

Slimmed line weight

Softened edges 

Round shapes related to technology (Dyson)

Slide4:

breakdown of how we have applied the brand

Colour, key and 2nd colour used to create hierarchies and help with UX design in digital formats.

Slide5:

chosen an open source font to match with the project.

Sits well as submissive to logo type

Uses of type in different applications

Slide6:

alpha document was a large inspiration

Open source info, by the people for the people

Accesable technology to all

Make it human and accesable (same as written)

Slide7:

to do this we created a diagram/ info graphic to simplify and explain the tech

Talk through diagram

Makes it less scary ( soft simple forms)

Show animation

Slide 8&9 website

Animation goes on the homepage of the website

Function of website

Slide 9: 

top up card 

Air miles, playing on tech

Enviro friendly

Journey is simple and fast so getting on needs to be fast (airport)

Link with app to top up

Slide 10: 

shape comes from glyph form and this is used throughout applications.

Active zone on the edge of card for ergonomic reasons

Slide 11,12,13: app

UX design and active blue

Secure log in

Time layout for simple function

Slide 14:

promotional example

Playing on the reason customers would use hyperloop

Info taken from alpha document

Making link to audience experience to make hyperloop more accesable 

Slide 15:

Signage environmental mock ups to further portray the brand as friendly.

Active blue blue comes back into play as a key colour to be used throughout materials within the pods and stations. 

Blue arrows, the customer has to do something

Only see the blue stripe when the train is moving, the blue is significant in a remembering the brand and brand recognition.

OUGD602: PPP- DBA HYPERLOOP

From the crit we took the logotype and wrote over it in ways to develop it to be technologically approachable for the audience. 

As a group we individually looked at ways in which the logo could be changed:

These were some of my sketches and ideas as to how we could soften the typography to be more appealing to a mass audience. This is because as discussed in the crit, technology is now seen in curved and softened shapes rather than being angular and alienating. 

I also looked at colour and thought a gender neutral bright colour would be most suitable, this is because the transport is for everyone and travel and train based companies use a large amount of mixed colours instead of a distinctive colour palette. The blue seemed the strongest as this was developed from looking at the alpha document at the beginning of the project. 

OUGD602: PPP- DBA HYPERLOOP, Interim Critique

Boards for the interim crit 

Started with explaining the initial ideas and words generated that we wanted to evoke. This led to a discussion about the amazing science behind the project and how this was fundamental in us understanding the project and what a positive affect it could potentially have on the US and rest of the world. 

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This design was created and put forward as an idea based on the location and 'loop' as a symbol of the two stations within a track. Eva created this to portray the new  link between the two locations which would have originally taken a long time. 

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We also looked at the science behind the hyper loop and essentially how it actually functions. Beth looked at creating a sharp and angular logo type here which was critiqued within the presentation. 

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Josiah created a concept that because the journey takes 30minutes, the logo could represent time. However It was expressed that although a brilliant idea, it could be difficult to understand by some as it is quite abstract. 

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We referenced airlines and the concord here for a potential use of stock and matt/ gloss combinations to perhaps portray the lack of friction due to the train hovering. 

Feedback:

- How can the technology be made a selling point for the customers? Why is it so interesting?
- Make technology approachable and understandable- this is to gain the interest of the customer who otherwise wouldn't care about science- it is for the general public.
- The logo needs to look timeless, tech can run out of fashion quite quickly however brands such as dyson continue to be well known and used as they make the technology understandable and approachable. 
-Consider a type only branding and develop the initial sketches that have already been created (beth's).

OUGD602: PPP- DBA HYPERLOOP

As part of the research I found that from such a large brief the most important element is that the concept works not only in the logo but throughout as an entire brand. 

UPS is a great example of how a brand uses its concept throughout: 

They use the idea of military to portray themselves as safe and secure which is what people want from a delivery service, this is even taken through to uniforms and the delivery vans as they are sturdy and metallic looking almost like the military tanks. 

Virgin Atlantic had a complete rebrand and overhaul of their look which includes a large amount of money spent on their first class suites and jets. They provide a sensory experience with light which isn't used as much on other airlines, they are portraying sophistication and fun which is also shown through their new uniform design in collaboration with Vivienne Westwood which therefore thoroughly shows their new branding throughout. 

For Hyperloop it is important to remember the purpose of the branding and who it is for, it is an open source document online and is made for the people and technically by the public too. To brand this to the upperclass market would be entirely wrong as the technology is made to be useful and perhaps even expand- it contains all the positive elements of other transport such as speed and fast travel times but it also attempts to surpass these expectations by not creating as much waste therefore being more eco friendly. 

Bringing our ideas together for a meeting I put a few sketched ideas based off the hyper loop alpha document: 

These visuals were based from the science behind the document and could perhaps work as abstract patterns on the station walls or within the pods as a continuation of simplifying science. Beth took this forward and attempted to put these shapes into a logo however it looked entirely too complicated and illegible for the brand. See below:

OUGD602: PPP- DBA HYPERLOOP

Group 6- Beth, Rebecca, Josiah, Eva, Melissa. 

As a group we rewrote the brief ourselves so that it was more simplistic and direct: 

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

From creating this we began research into various different areas and this was collated onto Pinterest boards such as: 

The research was split into different sections which included; the technology behind hyper loop (how does it work?), existing travel branding and what is included, the audience and the location that is based (US).