Ellen Setterfield
OUGD603 Extended Practice
Brief 8
DBA - Capital North
The Brief and Research The Design Business Association is the trade association for design in the UK; building the bridge between designers and businesses, and championing effective design. They presented a brief to design branding for Capital North. With the proposal for the HS2 & HS3 the government hopes to create a connection with the North and South of the UK. Businesses
in the North of the country are thriving though they are not able to grow as quickly as those in London. Capital North attempts to create one uber city in the North. Though there isn’t one city in the North that is big enough to carry that title is has been decided that Capital North will be made up of four cities (Leeds, Manchester, Liverpool & Hull). Split into
groups of four logo ideas were the first to be developed. The brief stated that the logo was the most important aspect of the design as the logo is what holds the brand together. The idea of negative space was explored the most as it offered something special and represented the negative attitude to the North from Southerners. The main objective was to show
Southerners that the North can be just as successful as the South without having to compete with it.
Ellen Setterfield
OUGD603 Extended Practice
The final logo made use of negative space within the N of North. An arrow was used to point North though it was disguised within the logo itself. The font chosen was Helvetica as it offered the best outcome at the time. The colour chosen was a deep red as many of the other preferred colours were already in use by other Northern train companies. The logo
was letter spaced to improve visual appeal and also allow for enough space to be given around the N. This individual letter would also be used as a marque for the brand.
The Logo
Brief 8
DBA - Capital North
Ellen Setterfield
Look and feel By adding the logo and marque to a futuristic train the brand can really come to life. Within the final presentation DBA thought this image was particularly striking as it gave the brand a whole different futuristic feel.
OUGD603 Extended Practice
Brief 8
DBA - Capital North
Ellen Setterfield
The Brief and Research Applying the logo to uniform gives the brand more personality.
OUGD603 Extended Practice
Brief 8
DBA - Capital North
Ellen Setterfield
Posters Posters will be placed in different cities to promote events and facilities in each city. The marque was used to fill the negative space with an image full of energy and light. Though the concept for these posters is clear and effective the execution could have been improved.
OUGD603 Extended Practice
Brief 8
DBA - Capital North
Ellen Setterfield
App An app was designed to engage with train users and Northerners. The app can be used to explore new cities or find places to eat, drink or shop. The app also details the weather in each city allowing users to plan their trips based on weather.
OUGD603 Extended Practice
Brief 8
DBA - Capital North
Ellen Setterfield
OUGD603 Extended Practice
Refine During the presentation DBA made some interesting comments regarding colour and font choice. They were not impressed with the lack of creativity and felt that the design was not exciting or modern. Due to this negative feedback a new logo was created using a less known typeface and a more vibrant and striking colour. Overall, this project went
well and was an excellent experience to work with the DBA as their awards are coveted in the design industry.
Brief 8
DBA - Capital North