The requirements for this project were to and create a concept-driven identity system for Hyperloop, and then apply the logo and system to a variety of different surfaces and applications. Because this is currently a non-existent form of transportation (in development), certain liberties were allowed to be taken, such as shortening the name from 'Hyperloop' to 'loop'. This was a 14-week, term long project that built on itself each week as our branding assets grew.

The brand statement helps to encapsulate what the company is all about, and the direction they see themselves going in the future.

The inspiration behind the logo comes from how air moves when it's forced through constrained situations, such as a wind tunnel or an airplane breaking the sound barrier. The fluid quality of air is echoed with the flexibility of the logo, morphing between several different iterations to give a variety of different visual possibilities.

1. Would be most frequently used, read horizontally from left to right

2. Used where the logo might not fit well horizontally (letterhead, uniform, etc.)

3. Rarely used, closest to illegible, mostly used in this way as a decorative element

Different icons were created with the different possible stations in mind (represented proposed locations are Los Angeles, San Francisco, New York, and San Jose). More logos can be created in the same style as the transportation system expands.

The inspiration for the colors came from the environment that the first stretch of loop tubing will inhabit, the rolling plains of Central California. I found colors that were energizing but also subdued that could work in many different combinations.

The secondary typeface I've decided to pick for loop is Conduit ITC in all of it's variations.

Supporting graphics have been created to enhance the brand's visual appearance across a variety of surfaces. They are directly inspired by the wind trails created in a wind tunnel.