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table of contents
In order to gain traction, revolutionary ideas require meticulous planning,
exacting deliberation, and flawless execution. When the stakes are as high
as the introduction of a fifth mode of transportation, the client needs to be
confident that their ideas will be made tangible, feasible, and desirable to
the marketplace. That is the role of the creative agency. Design thinking is the
hallmark of some of the most powerful brands on the marketplace today.
What makes these brands truly remarkable is their seamless transition between
marketing objectives and design outcomes. This proposal attempts to identify
the consumers’ real needs and expectations for the Hyperloop brand from a
marketing perspective, translating those insights into a design solution.
California has a population of 38.3
million. It is a minority–majority
state, 40% non-Hispanic whites.1
1out of 3 Californians has attained a
college degree, and 2 out of 3 have a
high school diploma or equivalent.2
Los Angeles and San Francisco,
the proposed first ports for the
Hyperloop, are amongst the
nation’s most populous cities.2
Approximately half of the population
is married. The average household
consists of 2.87 people, and 40% of
households have children under 18.4
Both cities rank in the top ten most
ethnically diverse metropolitan
areas in America, with a 79.6 and
an 85.3 on the entropy index.3
English is only the primary language
in 3 out of 5 households. Spanish is
the primary language spoken in over
a quarter of Californian homes. 4
Annual median household income is
$47,493. California currently sits at
107.9 on the Economic Health Index.6
The California High Speed Rail is one
of the most expensive per mile and
slowest bullet trains in the world. 8
Many other groups have attempted
to solve this problem before, all with
fatal flaws or without any working
prototypes operating in test pilot. 8
1 Califormia Dept. of Finance.
2 U.S. Census, 2013 estimates.
3 Lee, Iceland & Sharp (2010).
4 Infoplease U.S. Census Data.
The technology needed to build the
Hyperloop is already in existence. 8
The Hyperloop must overcome the
Kantrowitz limit, operate within a
comfortable g-force threshold, have
expansion joints for earthquake
resistance, and be self-powered. 8
5 Florida, R. (2012) The Atlantic.
6 Bloomberg Visual Data (2013).
L.A. is one of the country’s most
substantial economic engines, a
center for media, business, and
international trade, ranked 9th in
the Global Econimic Power Index. 5
57.5% of Californians 16 and up
are employed. 86% drive to work,
and 5% utilize public transportation. 4
Construction of the Hyperloop would
involve the construction of pylons
on privately-owned property.8
Security check procedures, liability,
insurance, and various other legal
issues would need to be addressed
prior to the Hyperloop’s launch.8
7 Rasmussen Partisan Trends (2013).
8 Musk, E. (2013). Hyperloop Alpha.
economical to build & operate
made using extant technologies
safe and eco-friendly
inventor cannot complete alone
no working prototype for testing
infrastructure will take time
more efficient than air under 900mi
ideal for frequent travelers
open source model, collaboration
societal resistance to change
califonia’s high speed rail
established modes of transit
Travel Attitudes & Preferences
Resistance to Change Scale
Science & Technology Scale 1
Demographic Information 3
for more information, see the Supporting Documents.
Xiao, C. (2013). Attitudes Toward Science & Technology Measure.
Oreg, S. et al. (2003). Resistance to Change Scale.
Items retrieved from Survey Monkey’s expert question bank.
Amazon MTurk 4
Sample size = 152
were manually coded into
categories by synonimity,
correcting for capitalization
or spelling inconsistencies.*
4 Berinsky, Huber & Lenz (2007) found that Amazon’s Mechanical Turk
respondents are often more representative of the U.S. population than
in-person convenience samples, but modestly less representative than
subjects in Internet-based panels or national probability samples.
Controlling demographic features,
age is strongly predictive of interest
in the Hyperloop & attitudes towards
the Hyperloop’s safety, convenience,
eco-friendliness, and desirability.
Those who have achieved higher
levels of education view advances in
science & technology more favorably.
People living in suburban areas are
more likely to be interested in the
Hyperloop than those in rural areas.
People who embrace advances
in science and technology are far
more likely to be interested in the
Hyperloop than those who don’t.
The amount of travel by airplane in
one year is negatively correlated with
one’s resistance to change, and with
one’s interest in using the Hyperloop.
Those who are highly tolerant
of change are more likely to be
interested in using the Hyperloop
than those who are more resistant.
interest in the hyperloop
Nielsen ConneXions is a household segmentation system that groups consumers into 53 segments
The characteristics of early adopters from
based on voice, video and data consumption, as well as consumer technology adoption, or
the Innovation Diffusion framework were
Nielsen Technodoption. The 53 ConneXions® segments fit within 10 Lifestage Groups based on the
referenced against the Hyperloop survey data
combination of technology adoption, age and family structure.
for similarities. Those points of overlapping
data were then used to determine which
ConneXions segments would be most likely
In Everett Rogers’ seminal work Diffusion of Innovations, he outlines some of the defining
to use the Hyperloop in the early stages of
socioeconomic and psychographic characteristics of those who are early adopters of innovations.
the product life cycle. All segments selected
While age was not significant in his studies, higher education levels, income, empathy, for others
were also classified as “High-Tech” on Claritas’
tolerance for ambiguity, and openness to change were all positively associated with early adopters.
proprietary Technodoption scale.
young & wireless
You & iTunes
Kids & Keyboards
of the u.s.
With & without children
Professional & Managerial
To mobilize both the technologists and visionaries, communications should emphasize the
benefits of the product. According to studies by Taylor, Moore, and Amonsen (1994), the
benefits model is more predictive of consumer behavior along the technology diffusion scale
than is the psychographic model, originally proposed by Everett Rogers in the sixties*.
Thus, while technologists will be motivated to ride the Hyperloop by nature of its novelty
alone, visionaries will need to be convinced that the Hyperloop is a superior mode of
transportation for their needs before they will be interested in using the Hyperloop.
*Rogers, Everett (2003). Psychographic Model of Innovation Diffusion.
Commuter rewards program
Separable luggage pods
Willingness to pay:
15 minute deaprture intervals
Mean = $89.50
Electronic baggage tracking
Referral discount: 10%
Efficient digital check-in process
On-site or on-line ticketing
Hyperloop staff unloads cargo
95% Confidence Interval
$74.74 – $103.40*
*Computed based on 1,000 bootstraped samples.
Primary: innovative & fast
San Francisco to Los Angeles
Expanding to cities 900 mi apart
Heavily branded environment
Streamlined flow of foot traffic
Tertiary: affordable & spacious
Emphasis on travel websites
Straightforward interior layout
Minimalist, practical stations
Routes adjacent to highways
Secondary: simple & safe
bus stops, airport terminals
According to preliminary research,
the Hyperloop product already is
very evocative. An entirely new
mode of transportation, consumers
have no extant cognitive schema
upon which to base their attitdes
towards the product.
Thus, consumers who were open
to change and had positive views
of science and technology were
significantly more likely to embrace
the Hyperloop, and subsequently
the Hyperloop brand.
While the model to the right
illustrates the archetypes most
closely associated with the
Hyperloop already, the brand
should aim to be seen as more
straightforward and trustworthy to
appeal to the broadest audience.
Millward Brown (2012). CharacterZ Attributes & Archetypes.
* Developed using semiotics combined with quantitative and
qualitative data collected from over 500,000 respondents.
Inspired by the cursive “H” glyph, the mark
contains an “H” an “L” and two loops. The stems
are italicized to evoke a sense of dynamitism.
The elongated feet of the “H” create sharp 60
degree angles, and fade into the distance as a
subtle reference to speed and transit.
MARK & VARIATIONS
v1 : should be used whenever layout allows.
v2 : alternative configuration of the logo.
v3 : intended for use in larger collateral.
Isolated Mark & Logotype: the Hyperloop mark
and the logotype should only be used in isolation
when the full mark is present elsewhere.
Minimum Width: 1” or 108px
Minimum Distance: 1 “H” perimeter
86-00-09-00 Pantone 638 P*
20-14-12-40 Pantone Cool Gray 7 CP*
30-22-17-57 Pantone Cool Gray 9 CP*
99-01-05-05 Pantone 639 P*
62-00-08-00 Pantone 637 P*
39-00-07-00 Pantone 636 P*
Blue is one of the most predominant hues in logo design, especially in
the travel & technology sectors. Emprical studies have shown that people
associate blue with security and comfort1, and that it yields a highly positive
emotional response in young adults, more positive than any other color2.
As cited in Lang (1993), Grandjean made observations about the effects of
color on perceptions of room size and psychological response, noting that
cool colors make a space seem restful and increase percieved spaciousness;
while warm colors make a space feel smaller and increase stimulation3.
Furthermore, people exposed to red and yellow colors reported higher
levels of anxiety than did people exposed to cool blue and green colors4.
For an offering as potentially anxiety-provoking as transit at 700mph in a
small steel tube, a cerulean blue was selected both to capture the energetic,
modern, vibrant nature of the Hyperloop and to help ameliorate feelings of
claustrophobia by making the capsules feel more spacious and comfortable.
*PANTONE® and other Pantone, Inc. trademarks are the property of Pantone, Inc.
1 Ballast (2002)
2 Kaya & Epps (2004)
3 Kwallek, Lewis, & Robbins (1988)
4 Mahnke & Mahnke (1993)
Venera / 500
Akko Pro / Thin
Venera / 700
Akko Pro / Medium
Akko Pro / Light
Named after the spacecraft sent on the Soviet expedition to Venus,
Joe Prince designed Venera to capture the futuristic forms of the space
race, while harkening back to the past. An all-caps typeface set in five
weights, Venera is a versative and attractive display face.
Its curvilinear appearance complements the softened forms of Akko,
while its extended width provides a stark contrast from Akko’s condensed
letterforms. With its sleek appearance and vintage undertones, the face
is both pioneering and familiar, futuristic and nostalgic.
A striking balance between austere industrialism and organic softness,
the Akko family by Linotype’s Akira Kobayashi are a stylistic blend of two
extremes: functional and rectilinear, yet curved and approachable.
The characters are attractive at large sizes, yet compact enough to be
economical for body copy. The careful attention to detail in the counters
and the junctions between strokes ensures that no dark areas are
produced within the text, resulting in a homogenous, straightforward
appearance in large bodies of text.
The Supporting Materials folder
contains the following materials:
SPSS Output & Syntax