Capitol Line Brand
Project Objective
I created a brand around the high-speed rail line that Wisconsin had originally planned on building in 2010. The rail would have connected Madison, Milwaukee, and eventually The Twin Cities. My intent was to produce an aesthetic around the transit that would be more accessible and less intimidating to a populous that has less experience with high-speed rail travel.
Research
I researched passenger rail lines from North America and also Europe—where they’re more prevalent. I tried to understand how a short state operated passenger line would go about branding itself. I learned that this particular line might have adopted its neighbor’s (Hiawatha Line) identity, while California’s high-speed rail system flies under its rail authority’s brand. I was pleased to conclude that it would be perfectly realistic for Wisconsin to build a brand specifically for this short line, as it would be it’s first. I found that the biggest challenge would be helping the public feel comfortable using this transportation, and also to feel that doing so is simple.
Concept & Solution
I spent much of my attention on the brand’s logo. While trying to achieve maximum visibility and recognition, I found my concepts became sterile and didn’t represent my friendly state. I sacrificed the gridded symmetry and balance I sought for an icon all Wisconsin residents would recognize—the state itself.
The obvious go-to color pallet for the badger state is red and white, but I felt that the scheme while comfortable for residents, pigeonholed the brand into an exhausted aesthetic. I chose the fresh yellow scheme as I felt it evoked the feeling of a transit that required less commitment like a taxi or bus.
I kept the aesthetic smooth yet strong, and modern but not too modern. I focused the over all execution with both my peers, as well as my grandparents in mind; I didn’t want the brand to be inaccessible to either extreme.
Brand Message:
Always moving forward
Target Market
Adults (primarily young to middle aged), Business Travelers, College Students, Event Goers, Tourists, Non-motorists, Commuters.
Mock-up credit: Graphic Burger
Mock-up credit: Andrew Pons
Mock-up credit: Regy Perlera
