Creative Strategy. Creative Development. Creative Execution

Transcription

1 Rebrand Strategy by ike Syyap November 2015

2 Creative Strategy Overview is an agency for the Government of Ontario that manages public transportation in the Greater and Hamilton Area (GTHA). Its purpose is to operate and govern the various transit authorities, as well as, coordinate the transit initiatives to help the development of more transit infrastructure. As moves forward with numerous projects, it s important that the community understand that it is all unified under the agency. Creative Development Who are we talking to? The nature of public transit s target audience is quite complex, as it caters to a wide demographic. It must universally appeal to, students, seniors, handicapped and disabled, tourists, families, working professionals, and those that belong in the lower to middle income bracket. What is the ask? The ask of this campaign is an overall rebrand of the brand and its various agencies under one unified look and feel, to change perception of public transit in the GTHA into one cohesive organization. The direction of the rebrand will aim to create one look and create an umbrella for subbranding (by region ie. YRT Transit, TTC, Brampton Transit, etc.) and product branding (mode of transportation ie. bus, streetcar, subway, etc.). How are is perceived? In the minds of the audience, is seen as disjointed and an afterthought. any users of the system know only the individual transit authorities and may not know anything at all of the governing parent organization. All of the transit agencies currently have their own look and feel, which makes traveling across the GTHA daunting and confusing. What is the key insight? Providing a modern look and message and become a transformative transit authority for the public to drive usage, relatability, and relevancy. Been seen as one driving force and not separate units. Creative Execution Tone & Style The tone and style for the new (and its sub-brands), will be represented as a simplistic, friendly, future forward organization that evokes reliability, ease of use, and professional cohesiveness across all platforms. Design Direction The direction will be modern design and make use of recognizable shapes/symbols, and sans serif typefaces. The wordmark logo must be adaptable across different mediums. Creative andatories brand colors Transit agency colors for regional sub-branding Options for scaling and inclusion of slogan Look and feel must be accessible for handicapped English only (French to follow) Production Considerations ulti-channel advertisements Transit items and accessories (ie. card holders) Uniforms, signage, and vehicles arketing materials, stationery, and publications Final Concept & Rationale The Chevron concept was selected because of its sheer versatility. The wordmark offered several permutation to adapt to the various needs of all the agencies. Compared to the other presented concepts, an associated icon like the Crossline and Tangram options could easily lose its contemporary look over time. The Honeycomb option was while visually simple, offered nothing distinguishing as a new future forward agency. 2 Rebrand Strategy

3 Final Wordmark Linking People to Places Full Wordmark Linking People to Places Green Version Wordmark Green Version Wordmark w/o Slogan Full Color Wordmark w/o Slogan White Variation Wordmark Black Wordmark Knockout Wordmark 3 Rebrand Strategy

4 Wordmark Brand Family Old Wordmark/Logo New Wordmark 4 Rebrand Strategy

5 Wordmark Applications 5 Rebrand Strategy

6 Concept 1: Chevron Concept Idea The Chevron option uses a closing-side guillemet mark, which mimics a right pointing chevron. This simple design evokes a forward-moving notion, as typical English reading is performed left to right. The wordmark provides versatility, as the it offers 4 permutations branched from the main wordmark which then offer subsequent options for each product and region. This options offers a subtle and overall clean look for the brand, as it strays away from bold symbols and heavily weighted fonts. The typeface used for this is Roboto, aligning with the modern look and ease of readability. Rough Render Linking People to Places Linking People to Places Light Rail Ferry Rough Sketches Inspirations 6 Rebrand Strategy

7 Concept 2: Honeycomb Concept Idea The Honeycomb option leverages the hexagonal shape and focuses on recall recognition to the parent brand. The focus of this option is on product family more so than regional focus, though accommodations have been made for region specific branding. Region specific branding utilises the while co-branding the product in the region s color. Alternatively, the name can be supplemented with the actual region name instead. The typeface used is Webly Sleek UI, which offers a simple and clean look, with wider letters for ease of readability. Rough Render Subway RT UPEX Regional Ferry Streetcar Light Rail Bus Subway RER Express BRT York Peel Streetcars Buses Light Rail Streetcars Buses Light Rail Rough Sketches Inspirations 7 Rebrand Strategy

8 Concept 3: Crossline Concept Idea The Crossline option offers a more contemporary and abstract look compared with the other options. This option positions itself as an icon with overlapping lines which mimic a rail map, and a more subtle places at the lower corner. The icon offers adaptability across different production considerations (ie. signage, marketing materials, decals, uniforms etc.) The typeface used for the icon is BPreplay, which offered an angular slant for the, and ease of readability, with a rounded look. Rough Render Hamilton Durham Peel York Halton Regional Peel Light Rail Streetcars York Bus Rapid Transit Hamilton Light Rail York Buses Hamilton Buses Ferry Peel Bus Rapid Transit Regional Buses Durham Buses Buses Halton Buses Rough Sketches Inspirations 8 Rebrand Strategy

9 Concept 4: Tangram Concept Idea The Tangram option leverages the geometric puzzle concept, utilising triangles, and offers a visual uniqueness for each region while still providing a unified look to the parent brand. The shape of each region attempts to mimic the geographical shape of the region area as close as possible. Secondary branding schemes for vehicles, media, and other applications call for the name to be swapped with the region and the product in the second hierarchy. The typeface used is Roboto, which offers a modern and clean look, with ease of readability. Rough Render Linking People to Places GTHA Regional Express Rail Durham Region Durham Region Bus Rapid Transit Subway York Region York Region Bus Peel Region Peel Region Light Rail Halton Region Halton Region Bus Hamilton Hamilton Light Rail Rough Sketches Inspirations 9 Rebrand Strategy

10 Typeface Exploration Subway Cabin Subway Subway Roboto Subway Quicksand Subway Designio Subway Cicle Subway Helvetica Neue LT Subway Yanone Kaffeesatz ETROLINXSUBWAY TORONTO Sansation Subway Sansation Subway BPreplay Subway Webley Sleek UI ETROLINXSUBWAY TORONTO Aero atics Display Aero atics Display 10 Rebrand Strategy

11 Rough Concepts Drawing Exploration Concept: Diamond Crossing Concept: Pin Drop Concept: U-Turn Concept: Ribbon Fold Concept: Chevron-Diamond Concept: Arrow-Diamond Concept: Periodic Element Concept: Handwritten Concept: Interchange Concept: Line ap Concept: Thickness 11 Rebrand Strategy

12 Concept: Arrow Concept: Arrows Concept: O Concept: Box Concept: Compass Concept: T-Line Concept: Pieces Concept: Classic Concept: Train Tunnel Concept: Subway ark Concept: Station Nodes Concept: Station Node 12 Rebrand Strategy

13 Concept: Golden Horseshoe Concept: Downtown Core Concept: Speech Bubble Concept: Slash Concept: Commuters Concept: Presto Concept: Breaking Bad Concept: Shinkansen Handwritten Type Exploration 13 Rebrand Strategy