To ensure that I develop a brand that is fit for purpose, I will be thoroughly designing it with consideration to various different things such as tone and voice, colour, visual representation, application, and brand values.
If I am able to design and develop a brand that stands for something, I will be able to form an emotional connection with my target audience. If I can deliver on promises supported by my brand values, I can start to develop a good reputation.
I will start off my branding process by conducting some research on other brands. I will look at brands within my industry and also some brands related to my industry to understand how they voice their identity to their user and customer base.
Below are some brands associated with transportation. Many of these brands are established companies that own their own fleets of transport and some are 3rd party apps that allow customers to find and book certain types of transport.
From this, I can gather an understanding of what my brand’s visual mark/ wordmark should look like.
From what I can see, the trend in these logos is the wordmark paired with a pictorial mark. The trend in colour seems to be green, black and blue with the majority using green. Green symbolises growth and stability which these brands could be using to show that they are eco-friendly.
From a quick scan of Translink's website, I can get a feel for what sort of tone they are setting. It’s very friendly and cheerful. As a transport company, they are inviting you to journey with them and use their services and so they will have to sound joyful and inviting.
With us you’ll be so much more than a Bus Driver; you’ll be the face of Translink! You will play a pivotal role within our community, safely keeping Northern Ireland moving, should that be to school, work, social events or appointments.
We try to offer the best value for our customers. Travel cards are great for saving money and time.
Are travel cards not for you? Paying on board or at the station might be the more convenient way for you to travel. Check out special offers as promotional discounts are often available.
Uber is setting a different tone, being very informative and professional about how they talk to their users. It didn’t feel as friendly as Translink’s website. They seem to be very much straight to the point. The typography Uber uses is quite rigid which isn’t as friendly as a rounder typeface would be. They could be aiming towards a more clean, professional, confident tone. Uber uses clean, minimalist illustrations on its website that sort of strip any emotion towards the brand.
Uber is an app enabling transportation requests, whose mission is to reimagine the way the world moves for the better. Our technology helps us develop and maintain multi-sided platforms that match consumers looking for trips with drivers using our app, as well as with other forms of transportation, including public transit, bikes and scooters.