OUGD603 / Extended Practice
Background
Brief 16 — DBA
The government has recently revealed a strategy to develop the North of England as a second economic capital in Britain to redress the economic balance across the country and to compete on the world stage. They are calling this strategy ‘Northern Powerhouse’. The government believes that, by improving the transport infrastructure through HS3, connecting Leeds to Manchester, and tapping into the huge potential of the North of England, the North will become the globally significant economic force it has always promised to be.
Brief Length 2 Weeks
Audience
Very broad: Everybody and anybody, in the UK and abroad. Capital North need to spread the word about what a fantastic place this is to do business, to invest in and visit.
Mandatory Requirements
- 1 logo - 4 x posters, one for each city. Choose 2 further applications from the list below (chosen selections are in bold):
Set by DBA, a group of studios in Leeds. Brief Collaboration with Will Jeffrey Roxxie Blackham J’nae Saunders Amy Hill
1 / 09
To brand the ‘Northern Powerhouse’ and create awareness of it’s many and varied attributes to the rest of the world. After a ‘consultation process’ with all the key stakeholders the name ‘Capital North’ has been selected combining purpose and place. It’s easy to remember and recall.
-Train livery - The external facade of the train. -Train Staff Uniform - Taxi livery - Environmental - How does the brand live in the city environment? - A ‘What’s On’ App.
OUGD603 / Extended Practice
01
Flexible Identity Research
When considering such a vast identity, it’s important to create something that runs on a basic and recognisable concept. For this reason, it was essentially to research into flexible identity projects. Many of these have similar geographic brand applications, as shown by the three projects above. It was our intention to create something just as flexible, so it can be applied over the three cities with ease as well as holding a certain degree or recognisable consistency.
Brief 16 — DBA
Flexible Identity Research
2 / 09
OUGD603 / Extended Practice
01
Initial Ideas
Ideas by Will Jeffrey
Initial ideas used basic form in the logo to create an overall set of shapes to be used over the identity. Through using basic shapes, we found it difficult to create something that held a unique aesthetic, and many of these ideas seems to consist of similar forms to the work we had researched.
Brief 16 — DBA
Initial Ideas
3 / 09
02
Brand Marks
Designed by Joe Leadbeater
OUGD603 / Extended Practice
Brief 16 — DBA
The finalised logo was created on an isometric grid, creating a simple, linear form, the same weight as the logotype. Within the logo is 4 diamonds, representing each city, forming a rigid structure together, this being the potential North Capital. Of course the overall shape takes the form of N, for ‘North’.
As Capital North is a brand that could last for a long time, it was important to create brand marks that are timeless in order for their usage to never become out-dated.
The logotype is an adaption of a Grotesk typeface, with letters cut at angles using an isometric grid, also used over the rest of the identity.
It was also important that the brand marks can work at both large and small scale, as their application will be used to widely. Above you can see how both marks are successful at different scales, the smallest size being 20 x 6mm.
Brand Marks
4 / 09
OUGD603 / Extended Practice
03
Brand Typeface
Designed by Joe Leadbeater
Based on the previous logotype, a full upper and lowercase Grotesk typeface was created to use overall the full identity. This is another way of create an instantly reocgnisable brand. The changes made are highlighted above. The terminals of some of the letterforms were either made perpendicular, or cut at 60 degrees, fitting the isometric grid.
Brief 16 — DBA
Brand Typeface
5 / 09
OUGD603 / Extended Practice
04
Finalised Posters
Brief 16 — DBA
Strapline
With an emphasis on the word ‘more’ the campaign considers potential for growth, and the idea of ‘more’ always being better. The use of ‘together’ connotes the idea of a team, emphasizing the relationship between these four Northern cities.
Pattern
The pattern created uses an isometric grid, and relates to the potential for growth. The shapes show building blocks yet to be made, hence why they are currently strokes.
These posters were designed by Roxxie Blackham, the concepts were decided together as a team.
Finalised Posters
Colours
The colours used are a spectrum, creating consistancy all four posters, but also a difference. This was done to show each city has something different to offer, but something beautiful when united. Each of these colour schemes will be used over all collateral in each city.
Imagery
Imagery has been used inside the logo for each city, emphasizing what they have to offer.
6 / 09
OUGD603 / Extended Practice
05
Train Livery
Produced by Amy Hill
Here you can see the exterior of a train, running between each city. With colours of each city being represented with the four quarters of a rainbow spectrum, a full spectrum was used over the train to show the linking between cities.
Brief 16 — DBA
Train Livery
7 / 09
OUGD603 / Extended Practice
06
Environmental 01
Produced by Joe Leadbeater
Lenticular Imagery
Brief 16 — DBA
Lenticular Imagery are images that are different from two perspectives. Here you can see a proposal for a large board at a town hall, or an area which has a large interactive space.
Environmental 01
Sculptures
Inspired by the work of artist Neil Dawson, wire scupltures could be erected in country environments, viewable from motorways between the cities. This would raise questioning, and work well to promote Capital North as a brand.
8 / 09
OUGD603 / Extended Practice
06
Environmental 02
Produced by Joe Leadbeater
Urban Environment
Brief 16 — DBA
Above you can see another scupltural installation, this time in an urban environment. The image on the right shows how a mural could be used as interaction in an urban environment.
Environmental 02
9 / 09