While we have lots of practical on the ground things to achieve on the project, one of the key first things to agree on was the way that the project was going to present itself visually.
As such we set to evolving three possible different visual identities:
1. Traditional
• Using refs from classic railways - colours, typefaces etc.
• This is quite a 'formal' look and feel and while it may appeal to steam and railway fans it's quite 'niche' and may not appear relevant to modern generations and possibly a bit 'formal' for a wide-ranging project of this nature.
• Wording tends to be in old world CAPS and not the more accessible upper and lower case (like on British road signs).
2. Typographic
• 'Sustrans' just have the word 'sustrans' as their logo and many walking routes use the tile as opposed to a logo (i.e. coast to coast walk).
• An informal, youthful outlook, easy to read, accessible and simplistic.
• The logo is all in lower case which (in logo terms) is the ultimate youthful look and feel (again like sustrans' logo).
3. Nature themes and trails
• Using naturalistic colours, easily legible typefaces, a youthful outlook, easily accessible.
• This is an informal, naturalistic look and feel which links in well to the outdoor nature of the project.
• Wording tends to be in upper and lower case so it's easily legible at a glance (like road signs).
Project team's final decision
The project team discussed each possible visual style and it's applications in some depth one by one and concluded that the range of values, flexibility, openness, accessibility and eferences to the natural world in the (option 3) was eventually the best 'fit' for the project going forwards.
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