DBA HyperLoop
(Design Business Association)In groups of 5+ create a thorough brand, concept, personality and provide visuals for the HyperLoop transport.1 Month Brief
- Create an identity, including logo etc, for the HyperLoop
- How does the logo and identity manifest onto the train and other products (tickets, uniforms etc)
Initial Ideas
- This is the future (never been done before)- Holograms
- The logo changes with speed/movement
- Reflect and represent speed
- Spend less time travelling and more living life
- Tickets reflect materials used on train
- Colours (don't use NASA colours) (greys and silvers - the train)
- Typeface (Prototype website)
Group / Colleagues
Abbie Moakes
Jessica Johnson
Rosalyn Halford
Lucy Stronach
General HyperLoop Research
http://www.theverge.com/2016/1/30/10877442/elon-musk-spacex-hyperloop-competition-awards
Further Independent Research
Image 1 shows the intended design of the stations and 'loop' itself the shape/s within this could be interesting to experiment with for a potential logo. I also researched into the codes for speed (ZR for over 240MPH) which would be relevant to use within the design.
The last more relevant and interesting piece of research and data that I found was the very last image; 'Symbols for the 5 Primary Dimensions'. These all feature circles or 'loops'.
3D Sculpture (logo inspiration)
Speed/Nature/Biomimicry Research
HyperLoop will run at 700mph which is faster than most commercial airliners and slightly less than the speed of sound! From this, research was collected in reference to other 'fastest' things; the fastest animals; land, water and flight.
Fastest on Land: Cheetah
Fastest in Air: Peregrine Falcon
The shapes, colours, patterns and movements of these beings will be considered when designing.
Colour Decisions
Creating such a strong link with the animal kingdom led me to Biomimicry and how technology can be influenced through natural form and appropriate animals themselves. Some examples of Biomimicry are;
- The aerodynamic shape of a the bullet train was inspired by the beak of the kingfisher.
- A shark skin swim suit that aids the swimmer and makes them more streamlined and thus, faster.
Travel Decision (Travel Bands)
As to bring travel to the 21st century, it was decided as a team to have a band or 'loop', inspired by the HyperLoop, which would be worn by passengers instead of travel cards or tickets. This idea was to make everything more digital, contactless and eco-friendly.
The Rosetta is the marking found on the coat of another member of the big cat family which features an incomplete circle. This links back to the previous research in which circles were referenced and identified throughout.
This was the initial idea for the 'Rosetta Loop' (the name of the contactless band/ticket).
The bands will be made of recycled rubber (rubber tyres) as these cannot be recycled into tyres again they sit in landfill. Re-purposing them would actually be helping the environment.
Meeting Plans & Results
Meeting 1Friday 5th February
- Go through all research and ideas to refine project, outcomes, designs, imagery and themes
- Do work over weekend to create more examples as to logo designs and other advertisement etc
- Decide on colours and narrow down shapes/imagery for logo
Feedback
- The use of biomimicry should be continued with
- Fastest land, water and flight animals; research more into these and their patterns etc
Think more into;
- Colours
- Type
- Band and ticket (how can be used through phone)
- Shape (logo and band)
- Advertising
- Materials
- Website and app
Interim Crit with DBA Staff
The DBA panel really were impressed with our decision to use and theme of nature to bring a more natural feel to something which is so unnatural to us as human beings; travelling at 700+ MPH.
They also found the use of a band fascinating. We were asked to think about how far can this be pushed. EG. to other forms of transport just as UBER has - taking patients to the hospital etc.
As for the shape of logo, the sculpture shown in my own research was a focus point for the DBA judges. The man made structure is made of metal and yet still represents and holds a likeness to a natural form.
Logo Developments
Paper Experiments to create something more fluid and 3D as inspired by the sculpture research image
Shape Inspired by Science Experiments/Shapes from research
Simple Line Experiments Inspired by 'The Incomplete Circle'
Repeat Pattern Experiments
Meeting 2
Monday 11th February
- Go through all developments and refine logo shape and ideas
- Decide on final colour and type
- Divide out jobs and responsibilities
Decisions
- Typeface to be used is Avenir Next as it is almost a prefect circle. This links with the 'loop' in HyperLoop as well as the shapes and rings identified on the animals previous.
- Use the repeat pattern experiments as influence for the design of the HyperLoop
My Jobs
- Co-design the App (interface and app logo with Abbie)- Mock up the HyperLoop logo onto the pod (this is mandatory deliverable as stated on the brief)
- Develop ideas as to how technology can be used within the pods/in the station as an extension of the band
Experiments & Developments
App Interface
Logo on HyperLoop Pod
Simple logo on the front window of the train
Repeat pattern on the silver of the train as seen on the big cat family.
Loop around the train like the rings/pattern.
This last experiment was chosen to be the final design as it not only the most simple, minimal and aesthetically pleasing, it is more conceptual, as the rings around the train reflect the bands which can be seen on the Falcons tail and the sailfish. Whilst the incomplete circle or rosette identified on the big cat, is also relevant here as the pattern would not be printed on the underneath of the pods.
Technology Ideas
1. Pod Screens
The app would link with a screen on the pod this would allow the customer to;
- Book a taxi/bus/train for the next part of their journey
- Arrange a car-share with another person on the pod
- View the app on screen (to check transactions, times of pods, general news/weather for the area etc)
- Top up their band
2. Advertisements
Within the station itself (and outside), advertisements for the HyperLoop and Rosetta Loop etc would all be digital. This is to be more environmentally friendly and the cost for print and the replace these as and when need is not cost effective. Digital displays an be changed and altered without cost (of material).
The ads in the station will be on a sensor, only turning on/lighting up when someone passes by to save energy.
3. Website
The website will allow the customer to view the information collected from their bands, top-up,
4. Payment/Top Up/Contactless
Although the Rostetta Loops are contactless, just like a debit card, there is an option to only have 'top-up' on your band (which can be set up through the app/website). This acts more like an Oyster Card. It would make some people feel safer when using this band- just incase of theft.
There would be top-up stations in and around the HyperLoop stations, as there is now with ticket offices
Presentation & Final Work
Biomimicry Concept Examples
Colour & Biomimicry/Nature Influences
The links to nature and influence of colour, shape and pattern
Rosetta Loop Bands
Eco-Friendly, contactless, ticketless bands mad from recycled rubber. The shape is derived from the patterns/incomplete circles found on all three of the fastest animals researched at the beginning. The colours were taken from the tones identified in the previous image.
Ticket Gates (Inside of the station)
The inclusion of greenery continues the links with nature
The app has features such as;
- Home/Login/SignUp
- Book a journey (HyperLoop/taxi etc)
- History of journeys/transactions
- Settings/Personalising the app
- Money/Bank account details. Pay as you go/Top up etc
Website
This is another extension of the band, the app and the overall experience.
Station Environment/s
As you can see, the concept and introduction of nature and familiarity is apparent here too.
The Pods
The Logo has been used as a pattern/ring around the pod as influence through the animal research.
Whilst the interior of the pods are relaxing and private. The screens, as mentioned previously, are another extension of the app/band in addition to showing the passenger the local news and weather.
Advertisements
These are digital and are on timers/sensors as to be more environmentally friendly
Final Logo
Collaborations
We would also work with other companies, such as Uber/the buss service etc to provide a service from the stations to the customers final destination.
Presentation Feedback
It was agreed by the DBA board that our concept and ideas were very original and interesting. In regards to improvements, they mentioned that if we would have shown how else the logo could have been used eg: on staff uniforms, other modes of transport etc, it would have seemed more 'real'.
Development After Presentation Feedback
Staff Uniforms
Uber Collaboration
Evaluation
This brief was challenging, yet enjoyable. Working in a large team was difficult at first, until someone took charge and divided the work.
Our work overall looks professional and is all very conceptual, ensuring a strong project throughout.
Pitching our ideas in front of a team of professionals was a rather good experience. I feel much more confident about doing this now and in the future.
No comments:
Post a Comment