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Danielle Muntyan OUGD603 Extended Practice Brief # 11 DBA -
Capital North
The Brief
To brand Northern Powerhouse and create awareness of its many
and varied attributes to the rest of the world.
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
cities making up this are Leeds, Liverpool, Manchester and
Hull.
Brief Type
Live Brief from DBA (Design Business Association).
Group
Bethany DalzellVictoria RedmondSam Cook
Context & Target Audience
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
powered to be.
Great global cities have many attributes - access to a deep pool
of human capital, great jobs and businesses, education, hospitals
and culture.
On a global scale northern cities are quite small and have
individual strengths but together they have the capacity to ac as a
global city.
Although HS3 will not be a reality until 2030, the idea already
has significant impetus and the process of connecting the major
cities has already begun.
Stakeholders chose the name Capital North combining purpose and
place. Everyone is a potential viewer of the campaign and user of
the transport system.
Considerations
There are many things to consider with this brief, especially
with working in a group. Concept/idea, logo, imagery, typography,
execution and deliverables need to be looked into and well thought
out to fit the brief, the context, target audience and to achieve
full purpose.
When considering final solutions, avoid cliches and stereotypes.
Rolling countryside, regional dialects and visual shorthands are
not appropriate here. This is not about what its like to be in
tNorth, its role is to attract interest and investment to a region
with an ambition to create prosperity to rival any economic
power.
Solution
As a group we came up with an identity for Capital North whereby
the four cities are connected through strong bonds forming one
united entity.
Evaluation
I am really pleased with how this brief has been executed, and
feel as a group we worked well collectively to make the most out of
and learn the most out of the project.
I feel we all took quite a lot on board with this project
changing our concept after a week or so in, however feel what we
have produced conceptually and visually is something to be proud of
as individuals and as a group. It was also a much more different
brief to that we would of usually worked with so enjoyed the
challenge.
1/8
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Danielle Muntyan OUGD603 Extended Practice Brief # 11 DBA -
Capital North
Cities and Identities
Initially looking into exisiting branding and identities for
different cities worldwide, allowed for ideas and inspiration to
flow in regards to concepts, execution, colour and tone. It is
important to relate with something the people of the North can
connect with, as well as those visiting the cities, as seen with
the examples above for Singapore, Madrid and New York. Each takes
influence from the landscape, language or culture allowing a
personal connection with the target audience.
Contextual Research
2/8
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Danielle Muntyan OUGD603 Extended Practice Brief # 11 DBA -
Capital North
Logo Development
These show the formation and development building on from the
idea of bonds and connecting different pieces of a puzzle almost.
This went on to be refined as connecting cities and locations to
eventually being simplified and stripped back to form the N which
focuses on Capital North. The circles, or dots used for the logo
would then go on to form the concept and be adaptable to different
medias and execution depending on the need, scale and content
needed.
Conceptual Development
3/8
Logo Development
Initially, each city was represented by a circle, which splits
across four posters/pages yet when connected form one (also forming
the N of the logo keeping in line with the connections).
Further developments were made, allowing for a more visual to
take shape, as well as allowing for a dot to dot connecting areas
of the North, represented by the N with 4 points for the 4
cities.
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Danielle Muntyan OUGD603 Extended Practice Brief # 11 DBA -
Capital North
FACILE SANS
a b c d e f g h i j k l m n o p q r s t u v w x y zA B C D E F G
H I J K L M N O P Q R S T U V W X Y Z0 1 2 3 4 5 6 7 8 9. , ! %
& ( ) -
Helvetica
a b c d e f g h i j k l m n o p q r s t u v w x y zA B C D E F G
H I J K L M N O P Q R S T U V W X Y Z0 1 2 3 4 5 6 7 8 9. , ! %
& ( ) -
Logo Design
The logo design represents the four cities being connected by
bonds to unite as one force or enitity. Each of the four cities,
Leeds, Liverpool, Manchester and Hull are represented by one of
four circles, connecting to form a N for North also.
Colour
A different colour for each city has been selected, allowing an
identity to be created and recognised as seperate places as well as
a combined unit. This also adds visual focus allowing for
recognition around the North.
Outcome: Logo, Typography and Colour
Typography
Simple yet bold Sans Serif typefaces have been selected for the
logo, and typography on promotional materials to ensure that the
message can be read and seen at any scale.
ManchesterC=11 M=35 Y=100 K=0
HullC=93 M=85 Y=40 K=34
LiverpoolC=80 M=16 Y=53 K=0
LeedsC=47 M=20 Y=6 K=0
4/8
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Danielle Muntyan OUGD603 Extended Practice Brief # 11 DBA -
Capital North Outcome: Posters
Posters
A series of posters have been created to showcase each city as
its own, as well as apart of a collective Capital North, through
the connecting Northern routes shown visually.
Each city is represented by a colour and then highlighted
through subsequent typography and a slogan Connecting the
North.
5/8
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Danielle Muntyan OUGD603 Extended Practice Brief # 11 DBA -
Capital North Outcome: Train Livery and Train Stations
Train Livery and Train Stations
The HS2 and HS3 lines are represented through the connecting
bonds showcased on the side of the train carriages, representing
the connecting cities as the train passes through and people
travel.
Promotional posters would also be placed in train stations
around the four cities and surrounding areas promoting and
showcasing the Capital North.
6/8
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Danielle Muntyan OUGD603 Extended Practice Brief # 11 DBA -
Capital North Outcome: Lifts and Signage
Train Station Lifts
The lifts in the train stations would showcase a connecting
series of dots or bonds, as used for the identity, creating a
visual representation and recognition for the viewer and train user
associating this with other branding and identity elements seen
around the cities.
Environmental Signage
Each city would feature relevant signage promoting Capital North
both visually and through the use of the logo and colour schemes
previously noted.
7/8
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Danielle Muntyan OUGD603 Extended Practice Brief # 11 DBA -
Capital North
8/8
Outcome: Promotional Material
Promotional Totes and Postcards
A series of branded tote bags would be given out to promote
Capital North not only in Leeds, Liverpool, Manchester and Hull,
but in cities users travel to.
Postcards have also been designed to promote each individual
city as well as the brand. Free train tickets, food vouchers and
local promotions would also be included in the tote bags.