ID - TfL Branding Analysis

Design Style Guide from TfL

As I have decided to create an ad campaign that is focused around the existing visual identity of TfL, I decided to look into their style guide which they provide to people to be able to create content to offer the network. I decided to create the campaign in this style due to the authoritative nature the visual identity has over the people who use the network. 
The campaign itself will be an extension of the 'Look Up' campaign, although that important campaign was not given any visual identity of its own or even any printed content of its own. The campaign is to raise awareness of an issue that there are already things in place to combat, i.e. the 'offer me a seat' badge. Therefore it makes visual sense to use the existing identity of the body that would be presenting this campaign to the public. 

To be able to gain a greater understanding of the branding and the identity that goes with it, I decided to look into the TfL website. Unfortunately, there are no overall updated brand guidelines per say, although there is a set of design rules, mainly focused on digital design. Although it does contain all of the brand colours, typefaces and rules on alignment/spacing etc. Which will enable me to create a campaign that will not only sit alongside the branding of TfL but visually be coherent with their own campaigns they create. I will further be looking into the design style of TfL themselves, to be able to gather a visual style for the campaign I want to be creating. 

Branding Booklet Key Points: As the branding booklet is mainly focused towards digital design I decided to pull out the key parts, that would be relevant for my brief. 

• Visual language must reflect the look of the transport itself.
• The design must be bright spacious and bold, emphasising a modern feel.
• The impression of space allowing strong bright colours to pick up details.
• Clean and flat design with large target areas.
• Minimalise design flourishes, i.e. shadows, gradients, and small calls to action.

• Typography recently updated.
• Body types use Arial, and minuses for additional format therefore will need to look into the printed format that TFL use for their design.
• Johnson 100 is a license type the TFL, although for the purpose of this brief, I will be using it as it will not be commercially used in a wide audience, it could be something that could be proposed to TFL to sit alongside their existing promotion of the scheme.

• Lots of variation in the colour used.
• Shadows in depth shown through different hues of the same colour.
• A flat illustration is key.
• Colour scheme Simplistic and consistent per outcome.