Connection
Future
Efficiency
Community
From these core values we chose the words associated and created small rationales for each concept/value.
Values
Speed: The pods travel up to 800mph. A speed unheard of for land travel. It's important to have the audience grasp how fast and by default how efficient this allows travel to be. Conversely, it's also important to think about the negative aspects of this. Many people find change intimidating. Regardless of however efficient it may be some may not want to be reminded of the insane speed they will be travelling. Many fear planes etc. and the Hyperloop will soon fill the gap that interstate flying occupies. It should be a quicker and more integrated way of travel, whilst catering to those who dislike air travel.
Connection: The Hyperloop connects peoples and places. It essentially marries cities and allows for people (businesses, families, couples) to be closer together, at an affordable cost. Having a design that shows such connections is also an important concept to drive home.
Future: The Hyperloop is viewed as a creation of the 'future', a breakthrough. However, importantly we are thinking a lot about how to position the mode of transport. We asked ourselves how do we incorporate such an unfamiliar mode of transport into the public. Uncertainty and fear are two major components that will deter passengers from something so 'new' and 'futuristic. To overcome this we will have to think carefully about the brands voice and accessibility.
Moving on to design we wanted to research the key words we had found in our first meeting, by gathering reference material. There were subjects and elements we wasn't our identity to connote.
As consumers we are trained to recognized symbols and visual queues. What do these queues look like, and how can we utilize them correctly?
Airflow
Hyperloop Components
Connection
Movement/Travel
Successful Concept Driven Logos
Custom Type
We decided early on that in terms of logo type, it would have to be something custom. Something that belongs solely to hyperloop. Something that can be instantly recognizeable and have the potential to grow alongside the brand.
Fifth Mode
Having designs depict the importance/revolutionary measures of this brand new, fifth mode of transport
