Saffron Brand Consultants has developed a new identity for Hyperloop Transportation Technologies, a company whose goal is to revolutionize travel and improve travelers’ lives through frictionless electromagnetic levitation. For example, a proposed Great Lakes system will reduce travel time between Chicago, Illinois, and Cleveland, Ohio, from 5 to 6 hours by car to 32 minutes.
From Saffron’s website: “Honing in on the tangible benefits HyperloopTT will bring to passengers’ lives, the concept is built around the creation of ‘More’. By delivering the next breakthrough in mobility, Hyperloop will make peoples’ lives more frictionless, empowering people to have more time, choice and freedom.... The brand identity moves beyond tropes of speed [that] crowd the market. Instead, the brand assets employ a principle of ‘more’ to create a distinctive wordmark, iconic symbol and design toolkit that differentiates HyperloopTT from competitors, essential during this stage of their rapid progress.”
The new design somewhat mimics the extended horizontal shape of the prototype HyperloopTT vehicle and also includes specific attributes of the architecture of the system.