MOVES & SECURITYPOD
Brand Identity, Visual Identity, Futures Studies, Animation
Feb 2021
NABA | Nuova Accademia di Belle Arti
This project provided for the realization of the visual identity for ATPL, Agenzia del Trasporto del Bacino della città metropolitana di Milano, Bonza Brianza, Lodi and Pavia.
The project can be divided into three distinct phases.
1. RESEARCH
The first phase was to carry out a research and to realize a report that explained as the transport can evolve between now and 10 years. The data were presented in this report through graphics and infographics.
Some pages of the report
2. BRANDING
After the report, we looked for an ATPL naming to make the Agency more modern and less old. The new name had to take into account the core values of the Agency, like the centrality of the user and the efficient transport. Being the mobility the fulcurm of the entire agency, the name has a call with the territory and with the movement, cause this word in Milanese dialect means "move".
Table that explain the chosen naming
We then realized the logo, based on the importance of the user and we have chosen vibrant colors, modern and youthful. The initial letter of the logo is also a pictogram, that can be used alone in some situations.
In add, we have created some materials with the applicated logo.
For the visual identity we have also created a series of illustrations and visual, which refer to the logo both for the shape and for color. These visual can be used to promote the new identity of ATPL.
The construction of logo and the pictogram
Visual that can be used to advertise the new ATPL image
3. FUTURE SCENARIO
The third and last part of this project deals with Speculative Design, a design pratice used to imagine possible future implications and the consequences that they might have on the society. This pratice is used to highlight the problems of society, so that people can reflect on the current problems. This pratice involves the creation of some future worlds, in a precise span of time, put in relation to each other thanks to a graph that has on its axes current uncertainties brought to the extremes: in this case the axes concert the gender disparity and the control of the society from part of the government. The intersection of these axes leads to the creation of six different worlds, where we have on one side a matriarchal society and on the other a patriarchal society.
After that we have created 6 different scenarios, we decided to work on the scenario "The rise of Mars", a patriarchal society under strict control. We decided to focus on this development following a series of news related to the post-covid disoccupation, which sows that most of the women lost their job during the lockdown in Italy.
After this choice we focused on the role that ATPL could have within this scenario, and we designed an artefact from the future that would clarify his position. So we designed Securitypod, a bracelet that can be a tool to help women, but also a way to control them. We then made a video of Securitypod user instructions.
Thank you! :)
TEAM:
Pasquale De Santis
Maddalena Stanca
Jiaxin Sun
Gemma Termini
Claudia Veronelli
COURSE: Future Studies
NABA | Nuova Accademia di Belle Arti
