Babb P2 Keynote Notes

8/8/2019 Babb P2 Keynote Notes

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The frustration of stop and go trafc that stresses yourself and the environment. This community

bike sharing system hopes to be the catalyst for change.

The company’s vision is to change the way you perceive urban travel, the environment, and yourphysical health. Not only do we hope to revolutionize travel, but we strive to emphasize the

importance of physical health and well-being within the community.

We plan to do so by implementing an accessible and reliable bike sharing system that promotes a

safe and reliable alternative to automotive travel with a conscience effort to improve the

environment and your physical health.

In order to embody the vision and mission of the company the objective of this identity will be...



We are changing the way you perceive urban travel, theenvironment, and your physical well-being.

VISION











Improving urban life through an accessible and reliable bike

sharing system that promotes a safe & reliable alternative to

automotive travel with a conscience effort to improve the


MISSION













The company’s vision is to change the way you perceive urban travel, the environment, and your

physical health. Not only do we hope to revolutionize travel, but we strive to emphasize the










The company’s vision is to change the way you perceive urban travel, the environment, and your

physical health. Not only do we hope to revolutionize travel, but we strive to emphasize the






design objective



to create a brand that speaks to the accessibility and simplicity of this alternative mode of

transportation and reach the audience through a swift, efcient, and bold aesthetic. The identity

will embody the attributes of fun, reliable, and economic through the fusion of form expressing

motion, and bold typography signifying the functionality and practicality of the brand. The identity

will ultimately speak to a diverse audience within the urban community.

This process begins with development of the brand name...

design objective



accessibility and simplicity







design objective




swift, efcient,

and bold







design objective




swift, efcient,

and bold

fun, reliable, and economic







design objective




swift, efcient,

and bold

fusion of formfun, reliable, and economic







design objective




swift, efcient,

and bold

functionality and practicality








design objective



The objective of this identity is to create a brand that speaks to

the accessibility and simplicity of this alternative mode of

transportation and reach the audience through a swift, efcient,

and bold aesthetic. The identity will embody the attributes of

fun, reliable, and economic through the fusion of form

expressing motion, and bold typography signifying the

functionality and practicality of the brand. The identity will

ultimately speak to a wide audience within the urban community.


swift, efcient,

and bold

functionality and practicality








name development



in which the goal is to exploit the previously stated characteristics as well as embrace the activity of

bike riding and express the attributes of reliable, fun, and economic.

Most of these names references the activity in a somewhat abstract way as to not give a direct or

cliche reference, as well as to deviate from the overused implementation of “bikeshare”.

Arriving at the chosen name, Momentum was a matter of searching for a word that expresses both

movement in the obvious realm of transportation but also in respect to the forward thinking of this

idea in terms of the environment and physical tness.

In dening the directions of this brand, attention was rst brought to the photographic style andhow it might display the distinct contrast of the frustration of everyday trafc and the freedom of

the open road.

Shift name development











the open road.

Shift

FreeRide

name development



FreeRide









the open road.

Shift

FreeRide

name development



FreeRide

Revolution









the open road.

Shift

FreeRide

name development



FreeRide

Revolution

ReCycle









the open road.

Shift

FreeRide

name development



FreeRide

Revolution

ReCycle

Freewheel









the open road.

Shift

FreeRide

name development



FreeRide

Revolution

ReCycle

Freewheel

Nu-Cycle









the open road.

Shift

FreeRide

name development



Revolution

ReCycle

Freewheel

Nu-Cycle

Bike Rev









the open road.

Shift

FreeRide

name development



Revolution

ReCycle

Freewheel

Nu-Cycle

Bike Rev

BikeRide









the open road.

Shift

FreeRide

name development



Revolution

ReCycle

Freewheel

Nu-Cycle

Bike Rev

BikeRide

Reclaimed









the open road.

Shift

FreeRide

name development



Revolution

ReCycle

Freewheel

Nu-Cycle

Bike Rev

BikeRide

Reclaimed

Cadence









the open road.

Shift

FreeRide

name development



Revolution

ReCycle

Freewheel

Nu-Cycle

Bike Rev

BikeRide

Reclaimed

Cadence

Breakaway









the open road.

Shift

FreeRide

name development



Revolution

ReCycle

Freewheel

Nu-Cycle

Bike Rev

BikeRide

Reclaimed

Cadence

Breakaway

Momentum









the open road.

brand proposal: 01



The rst brand proposal...

brand proposal: 01



utilizes a full color photographic style emphasizing the richness of the surroundings and how the

city can been seen so much differently traveling on a bicycle.

brand proposal: 01



t h e open r oad .

The implementation of the brand mark aids as a representation of the brand and does so by

interacting with the photograph in a way that further emphasizes the idea of motion and

independence in great contrast to the typical automobile trafc seen on the right.

The mark itself abstractly represents the brand essence, the open road in its shape and referenceto perspective.

brand proposal: 01



VISION– !"#$%"#&'$()*()#+'"#!$,#,-.#/"%&"*0"#.%1$(#+%$0"23#+'"#

"(0*%-(4"(+3#$(5#,-.%#/',6*&$2#!"2271"*()8

reliable. fun. economic.

Trade Gothic LT Std No. 2

Trade Gothic LT Std Regular

9$6:"%0*22"#;"4*1-25

MISSION– *4/%-0*()#.%1$(#2*<"#+'%-.)'#$(#$&&"66*12"#$(5#

%"2*$12"#1*:"#6'$%*()#6,6+"4#+'$+#/%-4-+"6#$#6$<"#=#"(>-,$12"#

$2+"%($+*0"#+-#$.+-4-+*0"#+%$0"2#!*+'#$#&-(6&*"(&"#"<<-%+#+-#

*4/%-0"#+'"#"(0*%-(4"(+#$(5#,-.%#/',6*&$2#'"$2+'8

t he open r oad .

The utilization of bold san-serif geometric forms in the logotype emphasize the fun and economic

side of the brand and also speak to its accessibility and simplicity with gray and red being the

primary branding colors due to their contrast, purity, and liveliness. When integrated to form the

signature the expression of the brand as a whole is brought fourth; demonstrating swift motion, bold

form, and practicality. The characteristics of the signature are the visual manifestation of thebrand’s attributes

Supporting text elements are introduced with a bold san-serif and body text is set in a serif typeface

to communicate the reliability of the brand and gives a sense of structure and stability. The text

elements also display the secondary use of the colors blue and gray and how they might be

implemented into the system.

brand proposal: 01



Red also serves a secondary purpose being utilized in the brand mark as a graphic element, this

particular element is an abstraction of the brand mark and aims to represent forward motion that

could also have the connotation of tire marks.

brand proposal: 02



The second proposal...

brand proposal: 02



demonstrates a bold and dynamic approach which is captured through the photographic style

utilizing bold color and contrast through the monotone image.

brand proposal: 02



the fusion of the photographic style and brand mark further emphasize the bold dynamism of this

proposal. Also, the thoughtful placement of the mark strengthens the exemplication of the brand

attributes of reliable, fun, and economic.

The mark itself epitomizes the brand through its overall movement with the abstraction of the “m”subtly representing a path connecting in a circle expressing the idea of unity and sense of

community.

brand proposal: 02



VISION we are changing the way you

perceive urban travel, the environment, and

your physical well-being.

Univers LT Std 67 Bold Condensed

Glypha LT Std 55 Roman

Glypha LT Std 45 Light

MISSION improving urban life through an acces-

sible and reliable bike sharing system that

promotes a safe & enjoyable alternative to automo-

tive travel with a conscience effort to improve theenvironment and your physical health.

momentumTHE OPEN ROAD.

Reliable. Fun. Economic.

The mark seen in company with the logotype and brand essence portrays a bold balance of motion

with structure; the contrast of the mark with the slab-serif logotype evokes a sense of reliability and

the progressive color scheme demonstrates the impact this system will have upon the community.

The slab-serif type is carried over to the supporting copy further emphasizing the brands economic

and reliable nature while also providing contrast to the san-serif typeface that contains the forwardthinking and fun personality of the brand.

brand proposal: 02



The motion evoked by the mark inspires this graphic element and further represents the idea of a

path or journey. The goal of the graphic element is to interact with its environment, in this case the

photograph, in which it emphasizes travel and distance.

brand proposal: 03



This leads us to proposal number 3 which I would like to present as the concept in which the

organization moves forward with, this proposal...

brand proposal: 03



is portrayed through a style of fusion; meshing the monotone image with a bold halftone creating a

very modern, dynamic feel. The varying scale of the halftone dots depict a sense of motion and

dimensionality emphasizing the versatility of the brand.

brand proposal: 03



incorporation of the logotype with the photographic style provide a visual manifestation of the brand

through its geometric tendencies and brilliant colors. The attribute of reliable, fun, and economic

are expressed through the image subject matter as well as its overall boldness and harmony with

the logotype.

brand proposal: 03

fun. re l iable. economic



VISION:

We are changing the way you perceive urban travel,

the environment, and your physical well-being.

Univers LT Std 67 Bold Condensed

Univers LT Std 47 Light Condensed

ITC Garamond Light

MISSION:

Improving urban life through an accessible and

reliable bike sharing system that promotes a safe &

enjoyable alternative to automotive travel with a

conscience effort to improve the environment and

your physical health.

THE OPEN ROAD.

The geometric nature of the logotype gave way for the uid fusion of form that evokes movement

and dimensionality; this is also justied through the vertical extension of letter forms. The signature

provides a balance between the playful, uid logotype and the upright, rigid san-serif of the brand

essence; together, the brand attributes are portrayed and developed more extensively through the

supporting typeface choices. These typefaces exemplify the reliable and economic qualities of thebrand; the brilliance of the color scheme also represent these qualities with thought given to the

progressive, forward-thinking ideals of the brand and its bike sharing system.

brand proposal: 03



The bold, dynamic, geometric style is carried through to the graphic element which encapsulates

this idea of motion and fusion through the abstraction of an element from the logotype. This

element is integrated in such a way that it symbolizes circular movement and most notably evokes

the fun nature of the brand.

To measure the success of such a identity we now view...

identity comparison



an audit of comparable identities coming from around the world. Each, also seems to have a ratherprogressive color palette; however, momentum best embodies the ideals of a bike sharing systemas it emphasizes the idea of motion, in this case, along a path through the fusion of the geometricletter forms. It also proves to be the most dynamic because of these characteristics.

Now, a look at the integration of the brand momentum into touchpoints...

identity comparison





identity comparison





touchpoints



the rst, a RF card used for accessing the bike sharing system...

touchpoints



map and way-nding devices taking the form of print, environmental, and interactive web

graphics...which leads to...

touchpoints



an iphone application that might be used to check personal membership status, looking up

stations, or viewing the map of the urban community...the brand also reaches to the two most

important elements...

touchpoints



the station, and of course...

touchpoints



the bicycle itself.

Babb P2 Keynote Notes

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