Samantha Walker
OUGD603
Brief 8 - Capital North
Brief 8: Capital North Collaborative Brief with Emily Lodge, Ewan North & Ant White The Brief
Concept
Create an identity for Capital North and apply this to appropriate products. The four key cities that will come together must be Leeds, Liverpool, Manchester and Hull.
The identity aims to show each city as an individual, important part of Capital North, whilst also showing how through coming together the cities can become a stronger, collective entity. The tagline, ‘Alone we are good. But together we are better’ was developed to refer to the idea that the cities are good alone, but through connecting with the other cities they can be even better and stronger.
Audience The identity must work for a wide reaching audience. It should appeal to tourists as equally as it does to more corporate audiences.
Deliverables A brand identity Four Posters, one for each city Train Livery Environmental Design
1/8
Samantha Walker
OUGD603
Brief 8 - Capital North
Research Contextual research was carried out into the cities with the aim to discover the benefits they would bring in addition to identifying any weaknesses that could be improved through being a part of Capital North. Visual research was also carried out, looking at city branding and also looking at ways in which the identity could be applied. It was
identified that the identity needed to work across a large array of platforms and materials, and this needed to be considered when developing designs. Wayfinding methods were also researched and it was identified that this needs to be visually striking and work with a brand but must also be clear. 2/8
Samantha Walker
OUGD603
Brief 8 - Capital North
Development Two primary ideas were explored in the development of the identity. These aimed to suggest a unity, whilst also aiming to show each city as an individual entity within Capital North. Ensuring the logo was a unique mark was also key at this stage. 3/8
Samantha Walker
OUGD603
Brief 8 - Capital North
Alone we are good. But together we are better.
HULL
LEEDS
LIVERPOOL
MANC HESTER
The Identity
Colour
Typefaces
The logo mark represents the concept of the four cities coming together to make one strong Capital North, with the intertwining of four separate colours and marks. The intertwining signifies strength whilst the arrow like shapes that make up the logo represent the idea of moving forwards
The colours for each city were influence the city council colours,. However, these were altered to work together as a set and within one logo.
‘Nexa Bold’ was chosen for logo as it is clear, contemporary and the works with the idea of strength. Other text throughout uses ‘Neris Semi-Bold’ which has a softer aesthetic to give a more friendly and welcoming feel. 4/8
Samantha Walker
OUGD603
Brief 8 - Capital North
Illustrations & Poster Series Illustrations were produced for each city based on their iconic landmarks and buildings. This is to showcase what the cities have to offer in addition to making the cities more clear. The four posters use the illustrations and communicate the idea of being better and stronger together, in the way that each city has it’s own poster that works alone but also comes together with the
Additional Posters others as part of a series that connect with one long train. When together the posters are more clear and this shows the aspect of unity within Capital North. The posters also feature falling icons that signify four different benefits that being together as Capital North will bring. These are Travel, Innovation, Opportunities and Culture. The way in which the icons are falling to the cityscapes represents the idea that being together will bring these benefits.
In addition to the series of four posters a range of additional posters were designed using the illustrations. These focus more specifically on individual benefits of being together as Capital North.
5/8
Samantha Walker
OUGD603
Brief 8 - Capital North
Train Livery A pattern was produced using dissected elements of the logo. This This was applied to the train exterior to make it distinctly recognisable. The identity is also applied in the train station with a dedicated platform. The identity elements are applied to the platform edge giving a clear distinction between this and other platforms.
Staff uniforms are sophisticated and professional with the brand applied in subtle ways such as on the collar and on scarves. Informative signs are positioned around train stations giving destination times. The aim here is to promote the faster journey times that the HS2 and 3 provide. This is what 6/8
Samantha Walker
OUGD603
Brief 8 - Capital North
SEAT RESERVED Ant North Hull to Leeds
Train Interior & Tickets The city specific illustrations are continued onto the train tickets and seat reservations. The city to which the passenger is travelling would be illustrated on the reverse of the ticket and top of the reservation. These can again be connected to make one fuller scene bringing Capital North together. 7/8
Samantha Walker
OUGD603
Brief 8 - Capital North
Environmental Design Way finding and signage for each of the cities make use of the city specific colours as part of the brand, reinforcing the individual identities within the larger Capital North. Wayfinding uses dissected elements of the logo as arrows which can be applied where necessary. This is simple and easy to follow. 8/8