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| Look up - Campaign Logo |
The branding for the lookup campaign was done in the style
of travel for London, buying keeping similar style characteristic to the travel
for London branding itself it gave the branding sense of authority. This is
important in a campaign of this type, due to the nature of the campaign itself
is requesting the audience to do something, therefore by adding the authority
of the travel provider themselves, it's almost demanding that attention. The
typeface has been taken from the travel for London typeface itself, even to the
extent where they glisten in the eye is the diamond-shaped that is used as the tittle normally seen above the letter ‘I’ in
the famous typeface. Again, the colour has been taken from travel for
London branding using their new blue. In doing so it yet again enforces the
fact that travel to London is endorsing the campaign.
In the outcome that I will be creating, I will also be taking
into consideration the travel provider for which the outcome is most
appropriate to. In doing so it demands the attention of the people that use
that travel provider most about it, in turn (in the way that the lookup the campaign did) the campaign will gain large notoriety as people will be more
visually linked and invested into the current issues about travel provider.
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| Look Up Poster |
As I have previously mentioned throughout my research, I
do not believe that the lookup campaign was successful partly because as a
regular traveller on TFL services, I've never once heard any driver of any
method of transport asked to see if anybody around you should need the seat. I
have also previously mentioned the way in which that the campaign wasn't
officially implemented throughout the whole of the network. As can be seen in
the poster above the lookup campaign was part of another campaign. I understand
the need to put all campaigns into one poster to be able to give off a sense of
authority over all health and safety announcements for travellers. Although I
do not understand why the lookup campaign is 2nd to carrying water on this
poster, there is no visual link to looking up, or the lookup campaign logo,
rather to different visualisation is of water bottles themselves. This could be
improved by giving the lookup campaign its own visual identity and its own
poster, something which could be carried out throughout the TFL network.
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