INTRODUCTION Idea & Progression
01
A distinctive brand is a way of projecting a unique, clear and consistent impression of a product, service or place. Southampton Airports re-brand is designed to help people to understand what is special about the Airport, and what to expect from it as a place to visit, and do business in.
02
Southampton Airpor t Vision
Brand Values & Visions
My objectives are to research and investigate all areas of designing for transportation and Way-finding systems. Taken the research and turning it into a step by step process of the project. Finally creating a new corporate identity for the airport, which includes a bespoke typeface, logo, bespoke Way-finding system, and paper products. The project is taking something that is outdated and plain and creating a unique identity which will create a unique experience for the passengers and staff. The project is much more than a logo and a business card. The aim of the project is to explore the heritage and culture that Southampton has to be able to connect the airport with the city. The project is also about improving the user experience of a visit to the airport. Doing this by updating and making the Way-finding system more involved. My approach to the design will hands on investigation, gathering relevant research to be able to fully inform myself of the best techniques and resources to use in creating and designing the bespoke corporate identity.
The intended outcome of the project will be a new and better Way-finding system and identity, which will better express the ideas and aims of the company. A place that people naturally gravitate towards for a high quality experience in all aspects of and airport and that people are proud to promote A place that is both confident in its role at the heart of the region, that stimulates development outside its boundaries and which is valued beyond the city region. A place which promotes health and well-being and continuously improves the quality of the airport experience.
These brand values are the core set of associations that together represent what the airport of Southampton stands for.
The values inform the creative brief for all aspects of Airport design and communications.
They are inherent in all Southampton Airports visual outputs, messages and in the physical environment.
High quality is the underlying attribute that should infuse every experience of the brand.
03
the need for a rebrand
Effective Brands are constantly evolving. Even the worlds most iconic brands are in a constant state change. This does not necessarily mean revolutionary change. Often it is a gentle evolutionary shift over time to keep a brand in touch and relevant with a changing world. Rebranding can either be 'Evolutionary' or 'Revolutionary' but regardless of the process, the intention for rebranding is always the same: To differentiate the business or service in the minds of their target market.' Rebranding can also be one of the most rewarding and transformational undertakings an established business can make. However rebranding a business needs to be done for the right reasons:
01
Need to differentiate the business from competitors. Many industry's are very competitive and have a
02
In the life cycle of a business - a business will often begin, and experience growth, without necessarily
large "middle tier" ie; where
having a professionally
the majority of businesses
designed brand. However
sit in terms of competitive
Rebranding becomes a
advantage. Usually the Mid
crucial step for businesses
Tier is undifferentiated and
to be taken seriously as
most businesses struggle to
they expand into more
demonstrate an advantage
aggressive markets.
in service. eg The Financial Services industry.
03
To remain relevant to consumers in a changing market place. This is particularly appropriate to retail businesses. To shed a negative perception of image from the past.i
04
COLOURS A New Look
05
hues of sea green
Deep Sea Green 100c 27y 75k PMS 316 RX GX BX
Deep Sea Blue 100c 27y 75k
Sea Blue 100c 33y 67k
Light Grey 5k
Mid Grey 40k
Sea Foam Green 58c 32m 54y 7k
Mid Sea Foam Green 52c 24m 47y 1.5k
The city itself is visually represented by the color sea green. The base Southampton sea green is complemented by a family of hues which are used to add visual richness, depth and range to the base colour.
06
Mid Sea Blue 100c 31y 23k
Light Charcoal 90k
Sea Foam Green 42c 17m 39y
Bright Sea Bue 100c 27y 0k
Charcoal 92k
Sea Foam Grey 100c 27y 21k
other colours of southampton airport
Red 90m 85y
Deep Orange 80c 95y
Orange 50c 100m
Bright Yellow 100y
White
Black 100k
Desaturated Orange 35m 85y
Desaturated Yellow 5c 90y
Sky Blue 69c 14m
Summer Green 59c 99y
Winter Green 59c 20m 59y 10k
Deep Winter Green 59c 10m 59y 50k
The others colours have a variety of depths and contrasts, that will add to the airports new visual diversity. the colours add a bright contrast to the calm colours of sea greeen.
07
NEW TYPEFACE Design, Development and Creation
Aeris Bold Oblique
Every element of typography has its own tone, unique perspective and specific use. The font style chosen sets the mood, tone and style of the business.
Choosing the Right Style It’s funny how many fonts there are out there, but
How do you know what kind of emphasis you are
people still end up using an inappropriate typeface all
looking for? Figure out where the text will be placed. Is
the time. Anything that uses letters, numbers, and
it the main heading of a web page Then this definitely
symbols, whether it’s a sign outside your store or the
needs a bolder approach compared to the rest of the
report you need to submit to your boss, requires a
text on the page. Is it something that should only
specific typeface that would make all the difference. The
represent the fine print on an ad? Then choose a font
typeface dictates what message you are trying to send
that comes across as subtle and unobtrusive, but still
across, what the tone is, and even who its creator is.
readable. Is it going to be used for the brand name on a store signage? Then choose something that would
Some fonts may come across as casual, while some
stand out from a mile away. And if you’re looking for a
may look formal and professional. Others show a fun
font to use for the tag line beneath that brand name,
and carefree identity, while some give you an impres-
then make sure that there is just enough emphasis for
sion that they’re meant to be used for more serious
it to be noticed without overshadowing the name above
things. This is what typefaces do. They give any text they are used on its own personality, allowing people who read it to identify with it more effectively. Fonts were created to give life to the text, but there are times when font designers overdo it and end up creating
Four Basic Classifications of Sans-Serif Typefaces:
typefaces that can barely be read. Some fonts may also be too thin to read, while some may be too bulky that it’s hard to distinguish one letter from another when an entire word is spelled out. Some fonts give more emphasis to text compared to
News Gothic
Helvetica
Gill Sans
Futura
others. The font Impact for example, stays true to its name as its width makes the letters stand out over other typefaces. Some fonts also come in varied styles to allow you to lessen or improve the amount of emphasis that it gives. Helvetica Neue, for instance, also gives you options for light and ultra light, aside from the usual bold and italic styles.
Cap Height
Serif
ypeface Ascender
Stem
Tail
Decender
esign Bowl
Kerning
X-Height
Baseline
Typeface design By Albert Jan Pool
Important Questions - Will the design be a text face, or will it be a display face? A typeface will need to be created for the brand that can be used on documents, tickets etc. The Brand will benefit more from a typeface primarily based around a serif type face this Will give the brand a modern and up to date feeling. People don’t want to think vintage when flying on an airplane
making legible typography
A tall X-Height makes text much more legible at a smaller font size. This is very important in the legibility of the typography FF DIN
as although it will be big up close. It will appear very small from a distance. This is extremely important for people with sight problems and also non English readers.
Akzidenz Short X-Height
abcdefghijklmnopqrstuvwxyz123
- Works great at a bigger point size - Not very good for way-finding systems
Tall X-Height
abcdefghijklmnopqrstuvwxyz123
- Works both small and large point size - Easier on the eyes
Aeris
KERNING
The space between lettering is important for reading from a distance and the those with poor eye sight.
Spacing too close
Too close and the letters become blurred and hard to distinguish from a distance. Factors that make this worse are typography on screens.
Spacing correct
Recommended kerning as this will reduce the problems in the other two as much as possible.
Spacing too wide
Too wide and the letters don’t appear as to be together and large tables of text and information become distorted.
WORD SPACING
Basic spacing between words of a related message is between 40-50% The X-Cap Height Spacing between unrelated messages is 100-120% Of the X-Cap Height
Cap Height 45%
The spacing of words is very important. If messages are placed to close together the messages will blur into one.
100% Space between related messages is importunate for legibility. And also to make sure that people know its part of the same message.
200%
50% 150% 50%
Spacing example of the relationship between an arrow, symbol, and message.
Disabled Access
X- Height
Cap - Height
X - Height
Base line
Cap - Height
X - Height
Base line
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The Aeris Family
Aa Ee Rr Uu Qq Zz
&
Exhibition abcdefghijklmnopqrstuvwxyz
0123456789
regular (68pt)
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Yy Zz 0123456789 & ? () [] ‘ : ; ~ @ <>
oblique (68pt)
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Yy Zz 0123456789 & ? () [] ‘ : ; ~ @ <>
bold (68pt)
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Yy Zz 0123456789 & ? () [] ‘ : ; ~ @ <>
bold oblique (68pt)
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Yy Zz 0123456789 & ? () [] ‘ : ; ~ @ <>
It’s funny how many fonts there are out there, but people still end up using inappropriate typeface all the time. Anything that uses letters, numbers, and symbols, whether it’s a sign outside your store or the report you need to submit to your boss, requires a specific typeface that would make all the difference. The typeface dictates what message you are trying to send across, what the tone is, and even who its creator is. Some fonts may come across as casual, while some may look formal and professional. Others show a fun and carefree identity, while some give you an impression that they’re meant to be used for more serious things. This is what typefaces do. They give any text they are used on its own personality, allowing people who read it to identify with it more effectively. Fonts were created to give life to the text, but there are times when font designers overdo it and end up creating typefaces that can barely be read. Some fonts may also be too thin to read, while some may be too bulky that it’s hard to distinguish one letter from another when an entire word is spelled out.
Regular
Oblique
Bold
Bold Oblique
Typeface Comparison
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Comparing contrast - how much the stroke is modulated.
Aeris
Univers
Franklin Gothic
Comparing the contrast in modulated stroke - a stroke that varies in width as it proceeds around the letter form.
Akzidenz
Letter Comparison
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PICTOGRAMS Design, Development and Creation
who, why, what, & where
The English language makes communication difficult. Take these sentences as an example: ‘The bandage was wound around the wound.’
Is a set of pictogram which are defined in the international standard ISO 7001, by Roger Cook and Don Shanosky well established pictograms are universally understandable, crossing language and culture boundaries.
The International Standard
‘Since there is no time like the present, he thought it was time to present the present.’
A pictogram is a stylized figurative drawing that is used to convey information of an analogical or figurative nature directly to indicate an object or to express an idea. Pictogram can fulfil many functions. They are used to replace written indications and instructions expressing regulatory, mandatory, warning and prohibitory information, when that information must be processed quickly (e.g. road traffic signs), when users speak different languages (i.e. non-natives), have limited linguistic ability (e.g. people with low levels of literacy or little education), or have visual problems (e.g. older people), and especially when there is a legal obligation to inform, and for the user to comply with information, mainly for safety purposes (e.g. use of dangerous materials at work). A pictogram needs to capture users' attention (users need to see the pictogram), to improve users' comprehension of warnings (users need to attend to it), and it also needs to increase their awareness of risk.
Understanding pictograms can be difficult. In order to be adopted, a pictogram must reach a certain level of effectiveness, especially when the information to be conveyed concerns safety.
There are a number of recognized advantages of pictograms in the literature. First of all, they have the potential to be interpreted more accurately and more quickly than words. Thus, they can serve as “instant reminders” of a hazard or an established message. They improve understanding of warnings for those with visual or literacy difficulties. They can make warnings more noticeable or “attention grabbing”, and they can improve their legibility. Pictograms or brief textual information are suitable when users undertake familiar or routine tasks .In addition, pictograms are more easily processed at a distance compared to textual information, although a distinction should be made between abstract symbols and more explicit icons.
How the pictograms were designed
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The pictogram for the departure and arrival pictogram was created by making the curves from the arcs of the a. The wings follow the slant of the oblique typeface
On the pictogram for the water transport the a makes the curves and the L makes the shapes at the top of the ship. The oblique l makes the angle of the ship
The pictogram for the departure and arrival pictogram was created by making the curves from the arcs of the a. The wings follow the slant of the oblique typeface
The pictogram for the people were created by using the arc of the a to make the shoulders and the tail of the a for the ends of the dress. The angle of the dress follows the slant of the oblique typeface.
The disabled pictogram uses the arc of the a to create the shoulders and the angle of the disabed person is the same as the oblique typeface.
The Hotel information pictogram was designed by using the both the arc from the c and the a The design also uses the question mark from the Aeris typeface
On the pictogram for the Escalator the arc of the a was used to create the rounded edges and the arc was also used for the shoulders of the person.
Comparison
New Southampton Airport pictogram
Original DOT pictogram
New Southampton Airport pictogram
Original DOT pictogram
Original DOT pictogram
International Difference Pictograms only differ slightly, from country to country. The German and British are very similar. The New York version is very different, to represent that disabled people can sometimes actively move rather than being stuck still
Train
Bus
Taxi
Water Transport
Car Rental
Stairs
Lift
Escalator
No Entry
Exit
Male
Female
Nursery
Litter Disposal
Departures
Arrivals
Departure Alt
Arrivals Alt
Telephone
Currency Exchange
Hotel Information
Baggage Locker
Ground Transport
Directional Arrows
Immigration
Customs
Ticket Purchase
Information
Cashier
Restaurant
WAY-FINDING Creating a New System
Creating the right system In order to develop an effective wayfinding system, a wayfinding strategy is needed. Simply putting up new signs in place of old ones, or where there is a blank wall, will rarely solve wayfinding problems or produce an effective wayfinding system. The information people receive before they visit a site can enable them to prepare for their journey; plan how they will get to the site; estimate how much time they need to allow to get to their destination; and also provide other information about the site or appointment. However, pre-visit information is only useful if it is clearly presented and links with other information, such as signs, that people will see on their way to, and at, your site. Before they can begin finding their way around your site people have to be able to get to the site, and then locate an appropriate public entrance, so it is important to ensure that road signs, signs at site entrances, and pre-visit information all enable people to find the site easily and to identify the most convenient site entrance, whichever method of transport they use.
Example of colour contrast showing contrast value. Values of 70 or more work the best.
Arthur & Passini described a reliable calculating method to calculate the contrast difference between two colors. The formula is based on the light reflectancy (LR) readings in percentages for each of the two colors involved. By substracting the darker color from the lighter color, divided by the difference by the lighter, and multiplying by 100,
YELLOW
CONTRAST WHITE, H=16
CONTRAST BLUE, H=79 CONTRAST GREY H=73
we get brightness differential. When the brightness differential is 70 percent or
CONTRAST RED, H=82
higher the legibility is assured.
WHITE
BLACK
CONTRAST BLACK, H=89
CONTRAST BLUE, H=82 CONTRAST YELLOW H=14
CONTRAST GREY H=78
CONTRAST RED, H=84
CONTRAST BLACK, H=91
CONTRAST WHITE, H=91
CONTRAST BLUE, H=47
CONTRAST YELLOW H=89
CONTRAST GREY H=58
CONTRAST RED, H=38
BLUE
CONTRAST WHITE, H=82 CONTRAST YELLOW H=79
CONTRAST GREY H=21
CONTRAST RED, H=13
CONTRAST BLACK, H=47
Identification signs, where information about individual locations is displayed such as buildings, locations and public facilities.
When a visitor or facility user has been successfully guided through a building using its wayfinding system, identifier signs are the final step in confirming that a particular location, function or person has indeed been found.
Litter disposal
Directional signs, where information is displayed to find destinations.
Tickets Imagration Currency Echange
Departures Baggage Lockers Customs
Information signs, to orientate yourself in the build environment.
Directional signs, where information is displayed to find destinations.