Brief: Capital North
Context
Five members of the Design Business Association (DBA) gave us a presentation on The Northern Powerhouse, A proposal for the north being one united economic capital (Liverpool, Manchester, Leeds, Hull). They wanted us to brand the Northern Powerhouse so it could gain recognition.
Tone of Voice/ Target Audience
Serious, informative and educational. It should be aimed at everybody and anybody in the UK and abroad.
Brief
Using the name ‘Capital North’, in groups of four, brand the Northern Powerhouse, creating awareness of its many and varied attributes to the rest of the world. Mandatory deliverables include a logo and four posters.
Deliverables
Logo, Four posters, Train Exterior, Train Drivers Uniform, Taxi Exterior, Environment, App.
Dan Everitt
Extended Practice 22/ 05/ 2015
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Design Research/ Reference Imagery
Brief: Capital North
The Northern Powerhouse
The Northern Powerhouse is a proposal to boost economic growth in the North of England by the 2010-15 coalition government and 2015-20 Conservative government in the United Kingdom, particularly in the “Core Cities� of Liverpool, Manchester, Leeds and Hull. The proposal is based on urban agglomeration and aims to re-balance the UK economy away from London and the South East.
County Flags
As a group we were quick to establish the idea of either using a flag, or at least the colour of the county flags for each of the northern cities, in our design.
HS3
High Speed 3 (HS3) is a proposed east west rail link in the northern United Kingdom, connecting Liverpool to Hull via Manchester and Leeds.
Existing Logos
Looking at existing logos for similar projects was important as it helped us produce something that was appropriate and balanced, for the tone of voice and for the audience.
Dan Everitt
Extended Practice 22/ 05/ 2015
2
Logo Development
Brief: Capital North
The Logo
As a group we individually decided to develop our own logo concepts, before deciding on a winner. My initial ideas stemmed from the idea of having four cities connected, so I tried to connect the two initials. I did find that this was going to be quite a common proposal so I tried maybe having a flag that was split into four stripes.
The Colours
We set some rules as a group for how we should have the logo, and decided that we would stick with four colours, these colours were the ones that best represented each county flag.
Dan Everitt
Extended Practice 22/ 05/ 2015
3
Final Logo
Brief: Capital North
Logo Concept
So the final Logo concept reflects the idea of having a flag. We believe the flag reflects power, meaning and holds a lot of significance to the fact that the northern cities are uniting as one. There are a few variations of the logo, which allow the logo to be flexible across all media.
Colours
The colours were picked from sections of each county flag to represent the counties that are involved, but they also represent each city, and further from that they stand for culture, finance, education and lifestyle.
City Logo
Dan Everitt
Extended Practice 22/ 05/ 2015
The city logos also bare the flag above the name. The idea being that the flag has been stuck on top as a symbol of status “this is capital north, and this is our flag.�
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Final Deliverables
Brief: Capital North
Dan Everitt
Extended Practice 22/ 05/ 2015
Travel. Explore. Experience.
The Design
When it came to the design for the rest of the collateral as a group we decided to keep everything flat and very minimal. Not only did this help with the small time frame but it allowed us to keep a consistent aesthetic across all the different media.
Poster Concept
The posters were designed by Bobby. Each poster followed the same layout, using the town hall as the centre piece. The town hall has been used because it refers to the idea of the town hall being the centre of the city.
Train exterior, train uniform and Taxi Exterior
The four way colours were applied to each deliverable, which showed how the identity can be applied easily to each medium.
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Mobile App
App
Brief: Capital North
Dan Everitt
Extended Practice 22/ 05/ 2015
The app was designed by Bobby, and it features the main cities, offering information on places to visit, hotels to stay at, a map of the city and the weather,
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