DBA Further Research

I drew up this mind map to keep track of what I should be researching, whats important and what's not.

COMBINE CHEAP SUCCESSFUL BRAND QUALITIES WITH THE UNIQUE FEATURES OF HYPERLOOP 

 Cheap, accessible transport

Looking at public transport and the design style follow is useful to determine what we want our Hyperloop to look like and what we want to convey.

Megabus uses blue and yellow and cartoon characters. This suggests it's cheap and friendly. 

National Express is still cheap, but is known for being a bit more expensive than Megabus. The lack of colour suggests it is a bit higher class than its competitor.

Ryanair is known for being one of the cheapest airlines in the county. They use the same blues and yellows as Megabus, which is interesting because they're both the cheapest.

EasyJet was the first company to offer cheap affordable flights. They use orange and white which creates not a cheap and nasty idenity. Using brighter summer colours will work for Hyperloop to try and convey this message. Affordable and accessible.

These two companies, Tesla and SpaceX are ran by Hyperloop boss, Elon Musk. The typeface suggests quite space age, technology based companies that probably aren't open for everyone. We want to create an identity that is appealing to everyone. 

Both logos were designed by Saul Bass and use a simple, colour negative space approach. By using the white, it allows the colour to break up the logo and inject more colour at the same time. 

DBA Public Transport Research

People on the Hyperloop may never have been to LA or San Fransico so letting them know about how to get around once you're off the Loop is essential. 

LA

Bad car traffic but theres a lot of other options

Uber and Lyft are taxi apps - order and pay online. 

Flyaway Bus LAX - picks up from the airport but travels to -

• Van Nuys (San Fernando Valley)
• Union Station (Downtown Los Angeles)
• Westwood (West Los Angeles/UCLA)
• Santa Monica (on the west side of 2nd Street, north of Colorado Ave.)
• Hollywood (northeast corner of Selma Ave. and Argyle Ave. - one block south of Hollywood Blvd.)
• Orange Line (south side of Victory Blvd., east of Woodley Ave., along the Metro Orange Line bus route)
• Long Beach (northwest corner of 1st St. and Long Beach Blvd. at Shelter A of the Long Beach Transit Gallery)

With the creation of the Hyperloop, the Flyaway bus could add another stop.

The LA Metropolitan Transportation Authority 

Easily planned online 

$1.75 fares

$7 all day

$25 all week

Big Blue Bus Company 

Fares are $1

CityLine Shuttlebus - free from Fountain Ave, La Brea

Theres 14 routes the busses take, so will need researching for tourists or people new to the area. 

West Hollywood Bicycle Coalition -

Cycle company that do tours etc.

San Fransico 

People on the Hyperloop may never have been to LA or San Fransico so letting them know about how to get around once you're off the Loop is essential. 

LA

Bad car traffic but theres a lot of other options

Uber and Lyft are taxi apps - order and pay online. 

Flyaway Bus LAX - picks up from the airport but travels to -

• Van Nuys (San Fernando Valley)
• Union Station (Downtown Los Angeles)
• Westwood (West Los Angeles/UCLA)
• Santa Monica (on the west side of 2nd Street, north of Colorado Ave.)
• Hollywood (northeast corner of Selma Ave. and Argyle Ave. - one block south of Hollywood Blvd.)
• Orange Line (south side of Victory Blvd., east of Woodley Ave., along the Metro Orange Line bus route)
• Long Beach (northwest corner of 1st St. and Long Beach Blvd. at Shelter A of the Long Beach Transit Gallery)

With the creation of the Hyperloop, the Flyaway bus could add another stop.

The LA Metropolitan Transportation Authority 

Easily planned online 

$1.75 fares

$7 all day

$25 all week

Big Blue Bus Company 

Fares are $1

CityLine Shuttlebus - free from Fountain Ave, La Brea

Theres 14 routes the busses take, so will need researching for tourists or people new to the area. 

West Hollywood Bicycle Coalition -

Cycle company that do tours etc.

San Fransico 

MUNI 

Is a transport system that covers majority of San Fransico 

You can get MUNI passports - which are multi day passes that allow you on all the transport systems within this company, including cable cars.

BART

Is the other main transport system in San Fransico. 

DBA Crit

What we showed - 

who, what, where, when and how
logo ideas
morse code idea

What DBA and us discussed - 

Need to have an opinion on the brief and the hyperloop
Put yourself in the customer/users shoes
Think of how we'd advertise it
West coast graphic design - Saul Bass
Know the background of travel - think of the bigger picture
Speed, accessibility, cheap travel 

What's needed - 

More research on the whole of travel, what it looks like, what it means to the customer, what it allows people to do, the importance of transport.

Brands that open up new platforms to everyone - 

Easyjet - normal air travel for everyone, not just upper class
Megabus - very cheap travel 
Primark - cheap, on trend clothing
Nokia - first affordable mobile phone
Ford - first car that was mass produced and affordable
Underground - link up to railway
Apple - invent new technologies 

Hyperloop is a very brand new and scary idea, but in reality it is going to happen and is very doable. The identity has to demonstrate that, it's not a futuristic space age concept. It's the next form of public transport. 

DBA Pattern Experiments

The morse code idea was a way of visualising the word Hyperloop.

From the pattern that was created, I repeated it and experimented with it to create some more patterns. These patterns would be good for the outside of the capsule, seat patterns or overall imagery for the brand, if they are used.

The outcomes look good, but it needs to be decided if they will be used or not before further use. I like that moving and repeating the dots has created a negative space. The white space in between looks like a H when turned on it's side, seen in the last image.

DBA Ideas

In my head I already thought of using dots in the design. I could see it working quite well on the outside of the capsule. However, I wasn't sure how it would look. 

I was thinking of using a honeycomb shape, having them layer up, low opacity colours, in an shape that suggests movement.

After some discussion this idea was scrapped. 

I drew some circles because we discussed that circles are used in transport quite a lot. And then I thought of using morse code. 

Morse code is a line of communication and so is Hyperloop.

By spelling Hyperloop out in morse code and using that as a form of visual for it will work well.

The colours I have used represent the two cities they travel to. LA's colour is mainly blue while San Fran's colour is mainly red/orange. With using familiar colours, it will allow people to recognise the two cities. 

DBA Design Research/Idea Generation

We decided to fully understand and start thinking of ideas we need to work out what we are aiming to do. 

Who - Who's the identity for?
           General public - Americans
           Tourists
           Commuters


What - What is needed within the identity?
            Colour
            Type
            Logo
            Story?

Where - Los Angeles 
              San Fransico
             Both cool, artistic places

When - 2021


How - How will we make the identity and make it work
           logo
           capsule
           tickets
           timetables
           maps
           posters
           publication
           app
           interior
           station platform design
           way finding

From looking at this list we realised the most important pieces to create will be

ticket
map
posters
signs
app

We will design a logo apply that to these for a fluid and flowing identity for all of the hyperloop.

DBA Research

As a group we discussed the points of research we could each go away with and then come back with. 

I chose to look at Elon Musk for background info and the design of tickets.

Elon Musk 

Musk is a very intelligent, accomplished and rich man. He owns or is part of,  Tesla Motors - which has began to concentrate on electric cars. Solar City - Solar panels, Hyperloop - magnetic travel, OpenAI - surveillance for everyone.

He is interested in environmentally aware transport and making things easy for people.

The customer feels like they have chosen the safest, healthiest way to travel. 

Knowing about the owner of this idea doesn't create further ideas for the identity, although it is interesting, it is not important for the design of the brand.

Bullet train and ticket

The bullet train in Japan is the world's fastest train at the minute. It is important to look at their design and see if it fluid, considered or important.

The outside of the train is simply designed, with the use of blue lines. The design doesn't follow through onto the tickets which is a shame.

There is definitely opportunity to create a design that follows onto all printed or digital material in order to create a solid and successful identity. 

Californian high speed rail

This high speed transport system takes the same line as the Hyperloop. The design for this has definitley been considered more because it works with the logo and the outside of the train. However, the colours are very solid and date the logo a lot. It is important to create an identity that works for years because the hyperloop will.

Other train tickets

Looking at train tickets, types of tickets was useful because a lot of these designs are very simple. It is function over form for them. Whereas we want to create something that works on both levels. Looked at kids cards because kids will probably use the hyperloop a lot as well, families on holiday etc, so would be good to create something for them separately. 

I looked at the flags of the two cities this hyperloop is affecting, for visual ideas and see what colours they use.

The flags weren't helpful to look at because I don't think they're very visually appealing.

DBA The Group

DBA want us to work in groups of 4 or 5 and then pitch it, like Dragon's Den in a months time.This is a good opportunity to get used to the idea of pitching ideas and talking to professionals about our ideas.

The Group

Aimee
Katie 
Jess
Molly

We wanted to work together because we get on as a four already. We've worked together before and know we work well. There is a different interest in each person which will hopefully give us a lot of ideas and thoughts. 

DBA Briefing

The Design Business Association came in today to talk about a brief they want us to work on. It's not a live brief but winning it can lead to a placement with one of them which is a great opportunity.

The Brief 

This brief is really interesting because of the topic in hand. It will be good to research into what the hyperloop is and how we can give it an identity.