Chris Bonds, creative partner at Studio Kit, discusses the challenge of respecting a historic brand while creating something new: "How do you work with a brand that is so well respected and such a big part of our design history in a way that's respectful, fit for purpose and also feels new? We didn't want to create a pastiche." This highlights the need to honor the heritage while innovating the visual identity.
The balancing act of storytelling in retail experiences was significant for the Transport Museum's team, who noted that the shops felt "disjointed" and "lacked a crucial storytelling element." This emphasizes the importance of narrative in brand experience that aligns with the museum's displays.
The creative studio aimed to unify diverse design elements through a visual system of coloured 'tiles'. Chris Bonds explains, "The blocky nature of the tiles allows the system to be applied to varying packaging structures and formats to enable us to illustrate the story of each product." This reflects a harmonious blend of functionality and storytelling in design.
Hattie Evans, a designer at Kit, describes the simplicity and richness of iconic graphic elements like arrows, stating, "They work well across the tile system behind the identity, and yet they are all so diverse and span the entire timeline of London Transport." This comments on the effective representation of a complex brand history through simple visual means.
[
Collection
]
[
|
...
]