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.