DBA (Hyperloop) - Interim Feedback Crit

Having worked on my initial concepts further, Alex and Jamie had come up with these potential logos which we all really liked. They'd been stylised in a manner fitting of the research Ryan did on futuristic transport branding such as the Segway and Virgin Galactic. They kept the shape of the graph while making the lines resemble a H and we added in an L shape which made the logo resemble the "next scene" button on DVD's and computers - something which suggests moving quickly with no hassle, similar to Hyperloop.

We had some other sketches that had less time spent developing them to show in case the feedback was that our proposed logos weren't suitable.

The feedback wasn't great. They were impressed with the quality and aesthetic of our proposals, but had problems with the concept behind it, these were:

• The shape of the graph is very abstract and doesn't mean anything to people in the context of a logo, so doesn't actually communicate messages of scientific security.
• When it's rotated to resemble a H, the H looks wonky and bendy, which doesn't relay much confidence and security, something important when travelling at 800mph.
• The button it resembles originates mainly on DVD players, which is old technology, not very exciting or futuristic.
• Despite the futuristic aesthetic, it doesn't communicate speed or travelling at all.

Taking this on board it was obvious that our initial logos weren't suitable, so we looked back at our other sketches to individually come up with more ideas to develop in ways that reflect the feedback more. This is essentially another iteration of the same process as we went through to get to this point, but with a more refined focus.

Some things I did quickly to reflect are shown below.

The top 2 are based purely on trying to illustrate speed and dynamism, things which the old logo was clearly lacking and were important based on the feedback. The bottom set adds a sense of destination to this using a map market in place of the P at the end of Hyperloop to try and suggest a destination at the end of a journey.