OUGD603 - Brief 12: DBA Capital North
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Emily Lodge
Brief
Audience & Tone of Voice
Deliverables
The brief is to create an identity for the Northern Powerhouse ‘Capital North’ - the connection and coming together of four major Northern cities; Liverpool, Manchester, Leeds and Hull.
The audience is very generalised in the people in each of the cities as well as across the country. As well as this, the branding must appeal to both commercial and corporate.
An identity. Four posters - one for each city. Train Livery. Environmental Design.
The tone of voice must be adaptable to both areas of commercial and corporate. It must be professional and trustworthy, but also warm and friendly.
OUGD603 - Brief 12: DBA Capital North
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Research
Aesthetic Research
A variety of areas were researched throughout this brief. Initial research was into the cities themselves to discover the benefits each would bring, and also the disadvantages of each city which would be improved by the joining together.
Research into the appropriate designs and aesthetic decisions was key due to the variety of application that needs to be thought about in a brief like this. Research was done in designs which could be applied over a number of materials without compromising quality and concept while keeping a clear and consistent appearance.
Emily Lodge
OUGD603 - Brief 12: DBA Capital North
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Emily Lodge
Alone we are good. But together we are better.
Concept
Identity
Design Decisions
The concept chosen is to treat each city as individual, but show how connecting with the other cities creates strength and unity. With this, the tagline was created - ‘Alone we are good. But together are better’. This links to the idea that each city is good on its own and strong, but by being together it creates something better. Each city is recognised as bringing a contribution to this.
Following the concept, the logo visually represents the bringing together of these four cities. Each city has its own colour, which runs through all material and design relating to this specific city. The logo shows the locking together of these four colours in a weave - a strong bind. Each colour is shown in a 90 degree angle to further show the strength and show how it can not just be pulled apart easily.
The four colours for the cities are influenced by their individual city council colours, which were reworked to create a more appealing colour palette. The logo is created using the typeface ‘Nexa Bold’. It is clear, clean and modern, displaying a strong identity. In contrast, all other text is in ‘Neris Semi-bold’ to create a friendly tone of voice.
OUGD603 - Brief 12: DBA Capital North
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City Posters The four main posters are built on the idea of better together, in each poster will be part of a bigger picture - the full landscape, in which a train can be seen moving through. These posters work well on their own, but follow the concept in that together they will work better as it becomes clearer and united. Illustrations for each of the cities were created on well known landmarks and buildings. This is to create an easy reference for all who see the posters, and shows each of the cities that they matter.
Emily Lodge
Extended Promotional Posters Four benefits of the unity are represented by simplistic illustrations which are shown to be falling down to each of the cities. The four benefits identified are: Travel, Innovation, Opportunities and Culture. The falling into the cities represents the idea that the unity will give each of the cities these benefits.
As well as the four main posters, a series of extended promotional posters have been created. These show how versatile the illustrative designs are and how the concept can be applied across a variety of situations. These incorporate more illustrations and focus more on the individual benefits of the unity.
OUGD603 - Brief 12: DBA Capital North
Train Station Livery The main focus of the material in the train station is to promote the new fast times made possible by the HS2 and HS3. Posters showing these times will be located around the station as well as inside trains. As well as this, simplistic route maps will be used to display the number of stops for each train. These will work on their own on the platforms, as well as in conjunction with the times to show the benefits of the trains.
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Emily Lodge
OUGD603 - Brief 12: DBA Capital North
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Train Livery The train livery integrates both the identity colours and illustrations. The illustrations play a large part in the tickets. Each ticket corresponds to one city, working in the same way as the city posters where they link together to form a landscape.
The train has its own dedicated platform which is designed with the identity colours and mark by the platform edges. This adds a more friendly angle to the train and clearly differentiates this platform from the others.
The train is designed to incorporate the identity colours and patterns, as well as carriages having the illustrations along the sides.
The staff uniforms are professional and smart, incorporating the logo and identity in subtle ways such as coloured collar edges and scarves.
Emily Lodge
OUGD603 - Brief 12: DBA Capital North
Environmental Design The environmental designs enforce the individual colours on each of the cities to give each its own identity within the entity. This identity will be displayed in a number of ways, from city-wide maps to decorative posters with the illustrations for each city. A simple and effective way finding system has also been developed using the broken down elements of the logo to create arrows which can be used on floors and walls across all four of the cities.
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Emily Lodge