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Bring back VeloVap DESIGN PROGRAM


BRING BACK VELOVAP - DESIGN PROGRAM

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SUMMARY

1. ABOUT VELOVAP 2. PAST IDENTITY 2.1. VELOVAP HISTORY 2.2. VELOVAP DESIGN 2.3. VELOVAP OLD LOGO 2.4. VELOVAP ADS

3. INSPIRATION 4. SOLUTIONS 4.1. LOGO 4.2. TYPEFACES 4.3. COLORS 4.4. FIFTH ELEMENT

5. VISUAL IDENTITY MATERIALS 6. IMPLEMENTATION 7. WEBSITE

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ABOUT VELOVAP VeloVap is a bike engine that helps pedaling being environment friendly due to the fact it uses electric energy instead of gasoline or any other harmful products. VeloVap is produced under the Velo Company and it is one of the premium products of the company. VeloVap is a product that was very popular in the 60’s, is a French product but with a distribution in several European countries, such as: France, Switzerland, Great Britain, Germany, Denmark, Sweden, Spain, Italy and other. We want to bring back VeloVap on the Danish Market, due to the fact that the country is bicycle friendly and the bike market keeps blooming each year. Because of its strong brand name the company has an advantage when it comes to penetrating a new market as they already have customer loyalty they gained in the past.

DESIGN CONCEPT VeloVap is a retro product that we want to bring back on the Danish market. Being popular in the 60’s, the main inspiration lays in the style of that period meaning specific visual elements, retro feeling and old school graphics. The overall look will be retro inserted with vintage graphic elements and combined with modern visual graphics. Based on the old look of the VeloVap bycicle, the old version of the logo and the old posters and ads used to promote the product, we will create the new visual identity that corresponds with the values and features that the new VeloVap will encounter. Folowing the strategy that we want to approach to promote our product, meaning to address to two main target audiences - people that needs help in bycicling, group that can be represented by an older audience, and a much younger audience, fashionable people that we can position them in the ‘Hipster‘ culture, the visual identity will be created to meet their expectations. To create that we will get our inspiration in the old materials used to shape the visual identity and also the style specific to that period: colors, fonts, graphic elements, photos and imagery and also in the hipster culture that is defined as a modern style, beat, hippie, punk even grunge with a strong feeling of vintage and retro.

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To illustrate the VeloVap visual concept we decided to use different media: posters and ads, stickers and other printed materials. The online media will be represented by our website, being the main tool that we use to promote VeloVap. The website will be designed to follow the same concept and to incorporate the ideas and features of the VeloVap design.The overall look will be retro and consistent with the offline media. To create our website we choose to use the Parallax scrolling effect. Parallax is a difference in the apparent position of an object viewed along different lines of sight.The term derives from the Greek word ‘parallaxis’, meaning alteration. In web design, the parallax effect is a relatively new trend. The effect itself has been around for a while, but lately is becoming more used and talked about. The Parallax effect or parallax scrolling in web design is the technique that features layered images that move around the website in different speeds/ perspectives creating a nice and interesting 3D illusion. We choose to use this effect because is interactive, offers movement to our layouts and graphic elements and is consistent with the VeloVap concept. Therefore, the content of the webside will be structured in different slides, every slide containing one of the values and features of VeloVap, so that the user can receive the information about the bike and the values that it represents.

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PAST IDENTITY 2.1. VELOVAP HISTORY During 1957 the VAP Company came up with an engine that helps people bike. At launch the product was facing certain limitations, which slowed down the sales volume. People were required to have helmets and license to be able to use the engine thus limitating sales. Due to economies of scale the production costs lowered. Based on that VeloVap saw potential in expanding their business internationally during 1959. It was a feasible decision but it also provided them with more competition and higher risk.The automatic clutch and the accelerator placed next to the handle were features that helped the VeloVap product differentiate from its competition. As the production facilities of VeloVap increased, they were able to produce more units at low cost. The company vastly reached 100 000 units produced and managed to obtain 35% of its sales in Britain and Switzerland. The success of their bike engine ensured them 5th place in amount of sells in France. Back then a direct competitor of VeloVap was Velo Solex. Their bike engine would offer fewer features and was not as advanced as the VeloVap’s. However its cost was twive as less which made it appealing to the customers and got Solex ahead in sales. In 1967 VeloVap stopped production. Based on our desk research that it’s the high price of the product that brought it down and the strong competition that offered the same product cheaper.

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a. - Frontal view from Vap ‘Bycicles, Motos, Scooters‘ shop

b. - Frontal view from Vap Shop - A regulatory front color

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2.2. VELOVAP DESIGN

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An attractive model, the VeloVap was manufactured between 1959 and 1961 and competed with the VeloSolex in France. VAP already had an excellent reputation, and was the third-largest French cyclemotor manufcturer. They had been making cycle-attachments engines since the 1940’s and supplied many different manufacturers with moped engines. The VeloVap was far superior to the VeloSolex, but it was twice the price. In fact, it was only because the VeloVap had a clutch that the VeloSolex, from the 1700 model onwards, started to feature one. The Velovap has a more powerful engine than a Solex. It’s less delicate than the Solex, but also heavier. VAP engines were always known for their power – their first adverts for attachment engines made the most of the fact that they did not require pedalling uphill.

SOME CHARACTERISTICS Engine type : VAP.VV Bore stroke : 40/38 cm3 : 48 Power : 1.2 hp Clutch : With Transmission : Roller Carburettor : Gurtner CV10 Nozzle : 19mm Ignition : For switch Timing : 1.1 mm Fuel capacity : 1.4 l Wheel Size : 23/2

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VELOVAP BASIC MODEL

c. - Here is the basic model with a much more Solex throttle handle brake, rear drum brakes, whitewall tires, a unique online! The color was blue and gray saddle.

VELOVAP ‘PRESTIGE‘

d. It is distinguished not only by a two-tone saddle, but also by a chrome bumper, electric horn and rear fenders wrap over the most beautiful effect! And what about the protective apron? Beautiful. Like the basic version, blue or lime green. But as everything has a price, this version was quite expensive hence the few surviving copies today.

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VELOVAP ‘LUXURY‘

e. Black and saddle bicolor. This model is quite uncommon.

VELOVAP ‘NETHERLANDS‘

f. Some distinctions with “VéloVap Luxury”: the rear fender painted white wrapping on its back, the rack, the chain guard, the red light similar to Vélosolex OTO, and wheel cover protects magnetic siglé Vap

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1.7., 1.8. VeloVap pieces schemes

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2.3. VELOVAP OLD LOGO VeloVap logo changed its form from the beginning and we can see the transformations that it suffered on the way. From the research that we made we found some old versions of the logo that inspired the design of the current logo.

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2.4. VELOVAP ADS VeloVap Advertisments were created to promote the product and were used different approaches and styles throughout the campaignes, regarding the message or the context where they were displayed. Being sold and distributed at international level, the ads were created to serve the purpose in every country. We have made a selection of the most interesting and beautiful posters:

FRANCE

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DENMARK

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INSPIRATION To create the visual identity for the new VeloVap we got inspired by the old design and visual refrences. Besides that, to give the desired retro feeling we use as inspiration the style of the 60’s, the vintage graphics with modern visual elements. To obtein the result that we were aiming for, we created a moodboard that helped us to put the basics of the overall look and feel of the product identity and campaigne style.

MOODBOARD STYLE

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MOODBOARD TARGET AUDIENCE

Because of the classic design of our product, we will appeal to the people who prefer the old school fashion and the people from the growing hipster trend. In summation, we can say that as of now our target market consists of people from all ages who bike, people who prefer environment friendly products and the hipster audience. To have an overview of the target audience we put toghether a moodboard that shows our potential customers so we will have an image of the audience that we address to.

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SOLUTIONS 4.1. LOGO

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For the VeloVap logo we chose to design a recognizible symbol, simple and consistent with the concept that we developed for the visual identity. We wanted to keep the name of our product in the front and to portray the concept and idea from the logo. Being a bicycle, we got inspired by the wheels and the elements that compose it. The logo is constructed using a display text that says the name ‘VeloVap‘ and the wheel that is duplicated to create the shape of a bike.The big wheel incorporates the heart symbol that corresponds with the LoveVelo phrase representing one of the values that VeloVap has as a brand product. Through the logo design we wanted to express the concept of our idea for the product and camapaign. The retro look and feel is given by the chosen font, that is a script font and that suits the other materials that we designed to promote the product very well. The logo should express vintage, elegance, simplicity, playfulness, fashion and style. By combining the display text with the symbols, the logo summarizes the values that we decided on.

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4.2. TYPEFACES

Mission Script

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4.4. COLORS The color scheme that we decided upon for the visual identiy is based on and inspired from the old design. The old VeloVap byke had a light blue as paint color and the logo was following the same color. To keep the brand recognisible among our target audience and to create that relation of connection through nostalgia, the best decision was to keep the old colors. Toghether with the logo color, we used other colors and hues (red, orange, cream) and paper textures - to construct the graphic materials and to give a complete image.

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4.5. FIFTH ELEMENT Having a recognisible design shape, VeloVap visual identity could be completed by the 5th element, that consists in the outline of the product. This element could come toghether with the logo, could be displayed on the ads and posters that will be created for the campaign, or it could be a stand-alone element that could describe our product throughout the visual materials.

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VISUAL IDENTITY MATERIALS Promotion is essential when it comes to bringing back a product to the market. It represents all the communication channels through which we send our message to our target audience. Social media, posters and ads will be our main ways of reaching the customers. The visual identity will be displayed on a wide range of materials to make our product visible and recognisible. For this, VeloVap visual identity will be displayed on business cards, letters, printed materials, ads, posters, t-shirts, stickers, bycicle related products.

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IMPLEMENTATION Placing posters on places where our customers are more likely to see is important. Such places are buss stops, train stations and areas with high biking traffic. Bike shops, fashionable stores and online are the channels we are going to sell through. We chose the bike shops for our product because that is the expected place for our product where it is relevant to have a bike engine. Due to our old fashioned design we can have our product in fashion stores too, where people that appreciate fashion can notice it. The ads that we created to promote our product emphisize the values that VeloVap has and they are structured on themes and subjects: ‘Effortless‘, ‘Elegant’, ‘Timeless‘, ‘Fun’, ‘Love‘ are the values that VeloVap is built on and that is desired to promote.

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WEBSITE The webpage will be created by using the Parallax scrolling, the technique that uses multiple backgrounds which seem to move at different speeds to create a sensation of depth (creating a faux-3D effect) and an interesting browsing experience. Nearby objects have a larger parallax than more distant objects when observed from different positions, so parallax scrolling can be used to determine distances.The VeloVap website will folllow the specifications oh this technique and the structure will be shaped in different layers, each one of them displaying the features and values that VeloVap incorporates as a product for the selected audiences.This effect is appropiate for the concept that we build for our product because it gives motion and dynamism for the layouts and graphics that we use and it creates an interactive and interesting univers.

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ANDREEA VLAD IMOA KLOFT MICHAEL ROSENFELDT FREDERIK HENSCHEL MAGNUS LEMBCKE IVAN IVANOV


VeloVap Design Program