THE SCANDINAVIAN HIGH-SPEED RAIL
INDUSTRIAL DESIGN DIPLOMA BY THOMAS LARSEN RØED
INDUSTRIAL DESIGN DIPLOMA BY THOMAS LARSEN RØED THE SCANDINAVIAN HIGH-SPEED RAIL Supervisors: NINA BJØRNSTAD SVEIN GUNNAR KJØDE Floire Nathanael Daub
Oslo 2012 6 Departure Intro Preface 7
Preface
Imagine getting on the These parts represents the phases of train in Oslo at 8 in the the project. In Departure you find this morning. You get some preface, the scope of the project and work done, relax and background information. In Journey, have a snack. At 11 you’re the research is presented, while Arrival in Copenhagen arriving at shows results. The Notes part has a your meeting. summary of the project, a glossary and the appendix. This is a possibility. The terminology used is generally Linjen is an industrial design explained in the text, but should you diploma written at The Oslo School encounter problems understanding a of Architecture and Design in 2012, word or abbreviation, it might be useful between August 13th and December to look in the glossary. 20th.
This report consist of four parts: Departure, Journey, Arrival and Notes. 8 Departure Intro Content 9
Intro
Preface 6 Brand strategy Content 8 DEPARTURE Scope 10 74 Clarifying strategy 90 Brand brief Background 92 Visual identity preview
High-speed rail 12 Partners 14 Concept ARRIVAL 98 Initial sketch process 104 Specifications 106 Directions 143 Concept development Research 158 Results Reality check: Field study 20 The Green Train 26 The Scandinavian 8 Million City 30 JOURNEY Product Analysis 34 Recap Identity 176 Summary Identity Research 46 180 Glossary NOTES Workshop 60 182 Appendix Interviews 64 The products role in a brand 70 10 Departure Intro Scope 11
The aim is to create a high- speed rail concept on Scandinavian values
I believe we need a high- of a Scandinavian HSR more tangible speed rail network in and realistic, which hopefully would Scandinavia. make them express their support – something that is essential when trying The distances between the major cities to realize a big project like this. in our region are perfect for choosing high-speed rail (HSR). This would make By exploring Scandinavian values and travel not only quicker and greener, but identity, I want to create a concept with it would also help create the foundation a distinct form and expression where of a mega-region. This would strengthen technical aspects and requirements of Scandinavia’s competitive edge and the design meet Scandinavian culture decrease its economic vulnerability, and identity. making it more attractive and significant to the rest of the world. Just to create and/or contribute to the debate of future mobility would be a I want to contribute to the HSR vision valuable end result – and for this reason, Scope through industrial design and this the concept might benefit from being diploma project. The aim is to create a somewhat provocative rather than a HSR concept based on Scandinavian generic high-speed train. values. This includes a focus on exterior design and building a brand identity foundation. By materializing all the ideas and reports that already exist, I believe people will find the whole vision 12 Departure Background HIGH-SPEED RAIL 13
High-speed rail
High-Speed Rail (HSR) is a is 600. Over this distance, HSR is focusing on highways. Today, traveling in and lead from Oslo, and is planned to type of passenger rail also often preferred by customers for from Oslo to Copenhagen will take run until the autumn of 2014. transport that allows allowing them to work or sleep during ALSTOM’s AGV is one at least eight hours. For comparison, much greater speed than the whole journey, and for being more of the most techinally Madrid-Barcelona takes two hours and The fastest train in Scandinavia today traditional rail traffic. environmentally friendly. advanced trains available. 38 minutes – and that’s 21 kilometers is Flytoget – The Airport Express Train PHOTO: ALSTOM longer. between Oslo and Gardemoen – with a Because of its high speed, HSR is a The first modern HSR saw the light of top speed of 210 km/h. serious competitor to air travel up to day between Tokyo and Osaka in 1964 As for energy efficiency, HSR is nine distances of 700 kilometers. This is and had a top speed of 210 km/h. Today, times more efficient than traveling by because they typically connect to the top speeds range from 300 to 431 km/h. airplane and four times more efficient city center directly, whereas by plane, Europe’s first HSR was Paris-Lyon than by car2. To reach climate goals, one will usually have to travel longer which opened in 1981, and three years the European Union (EU) is investing to get to the airport. In addition, one later, Pehr Gustaf Gyllenhammar, in HSR, and are co-funding an will need to check in and go through launched the idea of “The Scandinavian investigation called The Scandinavian security routines. link” – a Scandinavian HSR network 8 Million City through the “Interreg linking us to Europe. While Europe IV A Öresund - Kattegat - Skagerak” Optimal distance for HSR is 250-900 progressed on the subject, Sweden and program. The other half is funded by 14 kilometers1 and Oslo-Copenhagen Norway stood almost at a standstill, additional partners. The project is based 14 Departure Background Partners 15
Partners
The Scandinavian 8 Million City Bombardier
The Scandinavian 8 Million TS8MC consists of 14 partners made Bombardier is a Canadian employees. They claim to be the global City is an investigation to up by local and regional authorities as aerospace and transporta- leader in the rail industry4. build a Scandinavian High- well as the governments of Denmark, A full size mockup of tion company specialized Speed rail network. Bombardiers latest train, in aircrafts, trains and Bombardier’s role in this diploma is Norway and Sweden. The project is the Zefiro 380. divided in three work packages (WP), PHOTO: BOMBARDIER trams. TheY have over technical guidance by inviting me for a In 2005, a joint collaboration between where WP1 focuses on short-term 70.000 employees and are two day visit at their site in Hennigsdorf the GO-region (Gothenburg – Oslo) milestones regarding the Inter City the only manufacturer of outside Berlin. and the Øresund Region founded the networks. WP2 is the HSR project with both planes and trains. Corridor of Innovation and Cooperation a goal of a travel time from Oslo to (COINCO), aimed at creating a shared Copenhagen at 140 minutes. The WP3 The company is divided in two: corridor between Oslo and Berlin, via is dedicated to external communication aerospace and transportation. In Gothenburg, Malmö and Copenhagen. and lobbying activities3. 2001 when Bombardier acquired Adtranz (that built Flytoget), the The COINCO North is behind The COINCO North/TS8MC is contributing company emerged as one of the largest Scandinavian 8 Million City (TS8MC) to this diploma through supervision and manufacturers of railway rolling stock. with a vision of a high-speed rail (HSR) funding of print and model costs. Bombardier transportation has 62 link between Oslo and Copenhagen be production and engineering sites in 25 the year 2025. countries providing jobs for 36,200 ture ar p De
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Research 20 Journey Research FIELD STUDY: REALITY CHECK 21
Reality check: Field study
Taking the train from off the train in Copenhagen to be met Oslo to Copenhagen today at the station by a friend. All great is more expensive – and feelings. The rest of the ride was not slower – than traveling by that great. 8,5 hours is a lot. I felt I was plane. I tried both within being ripped off for paying more than 24 hours. the plane ticket and I had to transfer in Gothenburg. The NSB type 73, designed The 8.5 hour train ride (including one by Terje Meyer, that would take me from Oslo to transfer in Gothenburg) is not really The flight home was maybe more Gothenburg. a common trip – unless they are on relevant as this is the real competitor an inter rail ticket. People use the to HSR. Although the plane only takes route for shorter trips. The people I 1 hour and 10 minutes, I measured talked to preferred it for being on time the time from Copenhagen Central and reliable, and liked it for arriving Station (08.17) to Oslo Central Station closer to their final destination. In this (11.58). That’s a total of 3 hours and 46 segment, the train competes with bus minutes – and actual travel time is only and the car, not the plane. People didn’t 1 hour and 57 minutes, the rest is made seem to think that a high speed rail up of walking, checking in, getting (HSR) was realistic. It sounds like a through security, more walking, waiting, I felt I was being utopian dream. picking up luggage, even more walking, waiting. It is not a bold statement to From the train ride to Copenhagen, I say that people generally dislike this ripped off could see three similarities between part of the travel. If you cut away all of the current train ride and the proposed this, cut an hour on the total travel time HSR: 1) Walking to Oslo Central and still keep prices the same, people Station. 2) Looking out the window at will definitely use it – as reports have the landscape passing by. 3) Jumping concluded5. 22 Journey Research FIELD STUDY: REALITY CHECK 23
Swedish Jonas (26) uses NSB every week to get home from Oslo to Trollättan.
The Bombardier X 31 – in this case known as The Öresund Train – took me from Gothenburg to Copenhagen.
I learnt from the project lead in The – where no politician knows if he or she Scandinavian 8 Million City in on our will be in the same position ... Flytoget has its own first meeting that even though they platforms (here at Oslo- ... But can we afford not to make the Gardermoen Airport) with are trying to realize something that’s its own design elements beneficial for our society, they are in an investment? like ticket machine and uphill battle. Powerful people represent- furniture. ing the airline industry are lobbying and influencing the decision makers, who, because of the way our democracy works, have a tendency to invest a little bit in roads here and there to keep everyone moderately happy. Deciding to build a HSR is costly and long term, and the reward is in the distant future 24 Journey Research
AIR HSR
OSlo Departure OSlo Departure
Take-off Gardemoen departure (Seat belts on, devices off)
Quality time
Quality time
Prepare for Landing Copenhagen arrival (Seat belts on, devices off) Kastrup arrival
Exit plane Walk Baggage claim Go through customs Wait for train/bus Kastrup departure The potential 165 minute journey with high-speed Copenhagen arrival rail from Oslo to Copenhagen.
Total travel time with air was 225 minutes. 26 Journey Research THE GREEN TRAIN 27
TGT says it will make train travel more The concept also offers operators and attractive through: infrastructure managers the following advantages: ×× Shorter traveling times. ×× Flexible train length; capacity ×× Lower costs, enabling cheaper according to need The fares. ×× Many seats in a given train length ×× An attractive, functional passenger environment with a high level of ×× Reliability and accessibility even in Green comfort for all. the Nordic climate ×× Low costs give profitability in a market exposed to competition
×× Track-friendliness, which means Train less wear to track and wheels and enables high speeds on non-perfect track
The Green Train is a Swedish research and development program for a next generation high-speed train concept. It started in 2005 and the final report was published in January 2012.
The project is highly relevant to this diploma, as its goals were to adapt the concept to Nordic conditions and to be interoperable in the Scandinavian countries. The final report 6A deals with travel market, traffic economy and the basis of The Green Train (TGT) The TGT concept is concept. Report B deals with the more intented to work well in technical aspects of the concept and also the Nordic climate. ILLUSTRATION: describes the context and whereabouts FRÖIDH / of the lines. LUNDBERG 28 Journey Research THE GREEN TRAIN 29
TGT concludes that wide-bodied trains should be preferred
Sketch of exterior (left) Some of the findings TGT have done efficient passenger flow on stops, and design studies of the are relevant to this diploma, as their reducing the total travel time. front. research is thorough and made with a similar perspective – but not identical – ×× Electric braking for normal The author’s vision of The to The Scandinavian 8 Million City. operating, reduces wear on me- Green Train. chanical brake and can be used for ALL ILLUSTRATIONS: ×× TGT concludes that wide- regenerating. FRÖIDH / bodied trains should be preferred LUNDBERG over continental and Scandinavian The biggest difference between the car-body width. They state it gives 15 projects is: TGT will use existing percent lower total cost on train traffic lines (as well as some new ones where and 25 percent more seats in the needed) and create a big Scandinavian same car-body6 – while maintaining network of HSR. This means the good comfort and punctual traffic concept is dimensioned up to 250 kph (optimized for passenger flow during – on the slower end of the scale of HSR, peak loading when the train is full). while The Scandinavian 8 Million City 2+2 seat layout in first class, 2+3 in wants to build one new line in addition economy. to the existing ones – allowing much higher speeds. ×× Door layout: Single doors between the bogies are preferred to single doors at car ends and double doors in the center. This will give the most 30 Journey Research The Scandinavian 8 Million City 31
The Scandinavian 8 Million City
The Scandinavian 8 Million compared to 2024. Other conclusions in City has written and com- their report are: missioned several reports. Oslo is one of the fastest These are the foundation ×× HSR share vs air travel city-city growing cities in the world8. PHOTO: CHELL “It is essential that a new HSR of the realism in the journeys would be between 60 to 80 HILL / WIKIPEDIA project. these reports percent. are generally of positive product is tailored and designed to nature. ×× Intermediate stops at sizeable locations are likely to be worthwhile optimize performance in relation to Atkins – an engineering and design from a demand and revenue consultancy – published their report7 perspective on market potential for an HSR service its unique circumstances” on Oslo – Gothenburg – Copenhagen ×× It is essential that a new HSR in June 2012. They present a forecast product is tailored and designed to - Atkins of 9.5 million annual passengers on optimize performance in relation to the route Oslo – Copenhagen in 2024. its unique circumstances This forecast increased 30-35 percent by 2043 and 50-60 percent by 2060 Akershus The Scandinavian 8 Million City 33 2 1 5 Ullevål stadion Storo Forskningsparken REISETID FRA ELLINGSRUDÅSEN Carl Berners plass TIL OSLO S (T-BANE I DAG) Blindern It is however stressed that the figures are The other HSR investigations in the
Majorstuen Tøyen preliminary forecasts and that the next country cannot show as good annual 0:23 Stortinget step would be to secure more consistent passenger forecast as TS8MC – nor as
Grønland 2 and detailed base data. This would “cheap” development cost. These figures 9 Østerås Nationaltheatret Jernbanetorget (Oslo S) OSLO result in a higher degree of confidence come from an article in Aftenposten : 6 in the forecasting results. Bekkestua 4 3 Bergkrystallen Mortensrud ×× Oslo – Trondheim: 145 billion Still, these are good numbers for The NOK, 4,3 million passengers
Østfold Scandinavian 8 Million City (TS8MC). VELKOMMEN TIL DEN SKANDINAVISKE The current HSR debate in Norway is ×× Oslo – Bergen: 159 billion NOK, PLANLAGT REISETID FRA OSLO TIL GÖTEBORG MED HØYHASTIGHETSTOG essentially split in three. One part wants 4,5 million passengers 8 MILLIONERSBYEN HSR lines in the country before crossing Et høyhastighetstognettverk mellom Oslo, Gøteborg, København vil 1:15 the border, the second doesn’t want HSR ×× Oslo – Stavanger: 218 billion NOK, knytte sammen 8 av Skandinavias 19,5 millioner mennesker til en felles arbeidsmarkedsregion. Tar vi med forbindelsen til Stockholm via at all and the third supports building 5 million passengers Gøteborg snakker vi om en region på 12 millioner innbyggere. TS8MC first. There are also people who Västra Götaland Angered Bergsjön ×× Bergen – Stavanger: 115 billion Europaforbindelsen want any HSR, as long as building starts 4 7 Strekningen Oslo-København er Norges handelskorridor til Europa. immediately. NOK, 1,9 million passengers 2200 lastebiler kjører hver dag over Svinesund. Mangelfull kapasitet gjør at jernbanens markedsandel bare er 17%. Utslipp fra veitransporten er 5 GÖTEBORG PLANLAGT REISETID FRA ×× Oslo – Copenhagen: 97 billion Osloregionens største miljøutfordring. Trengsel og ulykker påfører GÖTEBORG TIL STOCKHOLM samfunnet enorme kostnader. MED HØYHASTIGHETSTOG Centralstationen NOK, 9,5 million passengers
Lavkarbonsamfunnet Skandinavia har flere av de hurtigst voksende byene i Europa. 2:00 The article also cites politicians coming Høyhastighetstog vil gi oss en bærekraftig infrastruktur som kan ta unna from the different fractions: veksten på en miljøvennlig, effektiv og sikker måte.
InterCity kommer først “A train like this will never exist Utbygging av InterCity - strekningen mellom Oslo og Halden er første del 7 5 anywhere in this country. It’s too av en fremtidig høyhastighetstoglinje til Europa. Tynnered Les mer på: www.8millioncity.com Torp 3 expensive and we are too few. Use the Kålltorp 2 PLANLAGT REISETID FRA money on something more useful”, says GÖTEBORG TIL KØBENHAVN 4 Fase 1 Fase 2 Fase 3 MED HØYHASTIGHETSTOG Mölndal right wing politician Bård Hoksrud InterCity (IC) Høyhastighetstog Et integrert -Oslo-Halden -Halden-Trollhättan skandinavisk (Frp). -Göteborg-Trollhättan -Göteborg-Malmö arbeidsmarked 1:15 -Ski-Trollhättan Halland “To propose HSR to Copenhagen now is a solid derailment. It can mismanage SI DIN MENING Hillerød Helsingborg and postpone the Parliaments decision M Klampenborg Farum 1 Hässleholm Bx C to build a HSR network to tie the Fredrikssund I PLANLAGT REISETID FRA MALMÖ TIL STOCKHOLM I country together”, says Atle Kvamme I MED HØYHASTIGHETSTOG C 2:35 from Bergen Chamber of Commerce. Delta i debatten på: Facebook.com/8millioncity KØBENHAVN Hovedbanegården Lund MALMÖ Centralstationen Høje Taastrup 2 5 Ystad One of the official posters Bx used to promote The Scan- 3 PLANLAGT REISETID FRA KØBENHAVN Triangeln dinavian 8 Million City. TIL HAMBURG MED HØYHASTIGHETSTOG Trelleborg Hyllie One for each Scandinavian language is published. 1:30 Lufthavnen Kastrup Airport 34 Journey Research Product Analysis 35
Product Analysis
From reports to something Two trains are picked from the map for more tangible: Looking further study: The Norwegian Flytoget Lineup of Japanese into Relevant history and and the Japanese Shinkansen. Shinkansen trains. existing High-speed trains. PHOTO: DAMASA / WIKIPEDIA Note that maglev trains are not included. To get an understanding of the This is because they are unsuitable upcoming task of designing a high- given the scope of this project. Although speed rail concept, it was valuable to maglev could potentially reach the investigate existing trains. Where do highest speed, the speed advantage to they use what and what are the reasons conventional HSR is not as big as it used behind the characteristics? to be. Maglev-technology is still less mature than HSR, and most important The first thing I did after writing the – they can not make use of existing diploma program was to plaster the wall rail lines, something necessary when next to me with pictures of existing building in Scandinavia. trains that are more or less HSR. They were placed to form a world map to look for “trends”. RESEARCH Form Russia
Norway S.Korea Sweden
AMerica Germany UK ASIA
USA Uzbekistan
France
China
Japan EU Taiwan Italy
Spain 38 Journey Research Product Analysis 39
The AVE Class 102 developed by Spanish company Talgo is also known as “the duck”. It shows – at least – that there is a wide span in train design. PHOTO: OSIRIS NAREF / WIKIPEDIA
China invited European and Japanese companies when they first started developing HSR. The foreign compa- nies saw potential and built factories producing trains in cooperation with Chinese companies. Here is the CRH1E French Alstom is behind the AGV, – originally designed by Bombardier. first put in to service in Italy between PHOTO: ALOB3 / WIKIPEDIA Naples and Milan in 2012. It sports a clean design with few materials and colors, large passenger windows and refined surfaces on the front. PHOTO: MIROSLAV BROZ / Now, China is producing their very The Zefiro 380 won the IF award for WIKIPEDIA own high-speed trains, somewhat product design 2012, and the first based on the technology they acquired trains was delivered in April the same when inviting foreign companies. A year11. PHOTO: BJÖRN KÖNIG / Financial Times article title named WIKIPEDIA “Japan Inc shoots itself in foot on bullet train”10 describes the situation well, and there has been lawsuits. Here is the China Railways CRH380. PHOTO: KHALIDSHOU / WIKIPEDIA 40 Journey Research Product Analysis 41
The current generation Shinkansen Series E5. PHOTO: DAJF / WIKIPEDIA
The upcoming Shinkansen Series E6, with a design team led by a former Pininfarina designer. PHOTO: WIKIPEDIA
The Shinkansen was the with the Series E6 (left) and E5 (right). first HSR in the world, and The coaches are also air-sealed to is today a HSR network ensure comfortable tunnel passes. This, that is operated by four again makes window size limited. Japan Railways Group companies13. The E5 is built by Hitachi and Kawasaki Heavy Industries and begun its service What characterizes many of the trains in 2011. In addition to its 15 meter long operating the Shinkansen is the long nose(!), it has full bogie (wheels and (in some cases extremely long) noses. framework) cover to ensure less noise Although one might think this is to be and less aerodynamic drag. able to travel aerodynamically at ultra high speeds, the real reason is somewhat Former Pininfarina designer, Ken different. Okuyama, supervisor of the Ferrari Enzo design16, has been brought in by Because of the mountainous terrain the Japanese manufacturer17. Now he in Japan, the Shinkansen has to go is supervising the external design and through a lot of tunnels. When entering styling of the upcoming two generations a narrow tunnel at high speed, air – E6 and E7. pressure is created in front of the train, and this pressure will travel in front of Shinkansen the train, creating a boom at the exit of the tunnel14. This problem increases with the speed of the train and a smaller diameter of the tunnel, and as Japan was a HSR pioneer, the tunnel diameters are in many cases rather small compared to newer tunnels. To help cope with this problem, long noses are often a feature in Japanese trains15, here represented 42 Journey Research Product Analysis 43
Flytoget, The airport express train
The Flytoget is to be swept to either side during The Flytoget, here at Scandinavias fastest train impact20. Asker station, is designed by Norwegian Terje with a top speed of 210 18 Meyer. PHOTO: TROND km/h . Just ahead of its In contrast to the classic red trains in STRANDSBERG / Swedish rivals. Denmark Norway, the Flytoget has a raw steel WIKIPEDIA has no high-speed trains. finish, with the exception of the nose that is painted gray. The arguments The Flytoget (the Airport Express for opting out of paint were weight, Train) links the Oslo Airport with the sustainability and that the train would Large tinted side metropolitan areas of Oslo, and also fit into the airport’s characteristics windows and a raw steel Drammen – but not at high speeds for of raw materials20. It is holistically finish are some of the main characteristics of the train. the latter. The train was designed by designed and the focus on details is Terje Meyer and built by ADtranz (later seen inside as well as outside, on its acquired by Bombardier) with the model own ticket machines, platform furniture name GMB Class 71 in 1997-9819. and employee clothing to name a few examples. The nose has a rather The design was based on the Swedish serious expression. X2 built in the 1980s, but it is heavily The Flytoget sports tinted side windows modified. The nose is dominant with with a continuous glass strip, and is a hard shape, almost majestic. Even today – 15 years after its introduction – though not nearly as long most high- still looking contemporary. speed trains, it has the aerodynamic characteristics of surfaces converging to The only HSR line in Norway – a point in front on the train before they although a slow HSR line – is a success, are cut. The front has great flow and a and is evidence that HSR is possible in modern feel when considering Meyer Scandinavia. did not have the privilege of working with curved glass. The nose is also said Ironically, its only task is to take passen- to be designed with moose collisions in gers to and from an airport. mind. Allegedly, the animal is supposed Identity 46 Journey Identity Identity research 47
Identity phase 1: phase 2: phase 3: Phase 4: Phase 5: Conduct clarify design Create Manage Research research strategy identity Touchpoints assets
History
Understanding the business
Market research
Competitor audit
Stakeholder audit
Workshop
Interviews
To build the foundation phases to build the foundation for the The products role of a brand identity, some brand identity. This should help form in a brand principles from the book the concept that is made in the product Designing Brand Identity21 is design part of the project. Some design used as guides. elements (phase 3) will also be created to complete the foundation. The method claims to be “[…] a rigorous process demanding a combina- The reason for not doing all five phases tion of investigation, strategic thinking, is the limitations of this diploma. Also, design excellence, and project manage- focusing the efforts on the mentioned ment skills.” It presents five phases phases will strengthen the quality of the (seen in the figure on the right). In this final results. project, the focus is set on the first two 48 Journey Identity History 49
History:
Swedish Volvo PV544. Scandinavian PHOTO: AVTOINDEX design Danish Stelton EM77. PHOTO: STELTON
Norwegian Luxo L-1. PHOTO: NORSKDESIGN There are many of defini- Design. Alternative tions for Scandinavian histories: design, but that it is inspired by functional- “No matter the ism is consistently used historical contact, through most. Examples pinning down of definitions are ’national charac- “synonym to simplicity and teristics’ is a futile task elegance”22 and “charac- normally resulting in a list of adjectives terized by simple designs, that are superficial and stereotypical minimalism, functional- at best, outright demeaning and petty ism and low-cost mass caricature at worst. Equally reductive production”23. are the merely stylistic pigeonholes whereby a whole nation’s or region’s Kjetil Fallan takes a critical approach design output is summarized in a few to these and even more shallow char- idiosyncrasies.”24 acterizations in his book Scandinavian 50 Journey Identity History 51
Danish furniture designer Hans J. Wegner’s “The chair”, pictured in Kjetil Fallan’s book Scandina- vian Design. Alternative Histories.
to bring well designed objects to the broadest cross section of the population Fallan and his co-authors goes through at the least possible cost per unit. These twelve less known case studies to are the salient characteristics that must showcase alternative histories of be emphasized as significant in the light Scandinavian design. He stresses that of recent research on the many kinds of there are examples in the Scandinavian modernism in the twentieth century.”25 design history that has been marginal- ized, and that the design history in The book also points out other rising Scandinavia has suffered from a too- factors in Scandinavian design, like narrow subject matter and a modernist ergonomics in design and “design for bias24. all”.
Another – and less inclusive – view Shallow characterizations or not, many on Scandinavian design is to embrace of the values put into Scandinavian it as modernism. Its golden era in the design should be considered in the 1950s and 1960s was synonymous with project of making a Scandinavian the development of modernism, and high-speed rail concept (identity). after its actuality declined in the 1970s Not necessarily because there is a and 1980s, it saw a renaissance in the need to show that this is design from 1990s when the demand for minimalism Scandinavia, but because the values that grew25. continue to survive in within the term are still there because the people of As Widar Halén writes in the book Scandinavia want them there. Scandinavian Design Beyond the Myth:
“Traditionally, Scandinavian design has been associated with simple, uncom- plicated designs, functionality and a democratic approach that has sought 52 Journey Identity Identity research 53
“HSR share vs Air for major Understanding city-city journeys is between the 60-80 percent” business
- Atkins Since there is no existing company – only an ongoing funded investigation – there is less business to understand in terms of current values, mission etc. What they do have, however, is the big goal: The Scandinavian 8 Million Market City. Connecting the three big cities Oslo, Gothenburg and Copenhagen through High-Speed Rail to create a research mega-region.
The reports on market research for The potential is great for a HSR. It will also Scandinavian 8 Million City have been connect Scandinavia to Europe through positive. According to Urbanet Analyse, HSR which could open a new way of trains have so to speak 0 percent market going on holiday. Competitive share in Oslo – Copenhagen, something that could rise to above 90 percent with Another report done by Atkins is also HSR if price and frequency equals positive, as mentioned in chapter “The audit the air travel. On Oslo – Gothenburg Scandinavian 8 Million City”. They train travel today has a market share of conclude with a HSR share vs Air for 69 percent, something that could rise major city-city journeys between 60-80 There are no existing HSR competitors to 100 with HSR. On Gothenburg – percent. That is 9.5 million on Oslo 7 in Scandinavia to The Scandinavian 8 Copenhagen, it could rise from 80 to 98 – Copenhagen , Million City project. The main com- percent. petitors will be the airline companies operating on the same potential routes Note that these are just some of the TS8MC will. These are: Scandinavian figures and variables from the report, Airlines (SAS), Norwegian and Widerøe which is in total much more complex. (owned by SAS group). But it highlights that the market 54 Journey Identity Identity research 55
SAS branded airplane. sas PHOTO: SAS
Scandinavian Airlines is your travel time and maximize the value the largest airline in of the time you spend with us’”. Their Scandinavia. priorities are: safety, punctuality and care. Finally, they state their strategy as It was founded in 1946 as a merger 4Excellence:27 between AB Aerotransport (Swedish), SAS logo, here with both Det Danske Luftfartselskab (Danish) ×× Commercial Excellence – Do word mark and logotype. and Det Norske Luftfartselskap the right things that the customer is (Norwegian). The SAS headquarter willing to pay for and make us the in Sweden and main hub at Kastrup natural choice for Nordic travelers. airlines. SAS has been cutting costs outside Copenhagen. In 2011 SAS and fare prices and are positioning carried 22.9 million passengers, making ×× Sales Excellence – Increase cost themselves right above the low-fare it the eighth largest airline in Europe. It efficiency and achieve higher levels companies. They promote that they are is partially owned by the governments of loyalty among both companies and punctual and offer comfort. of Sweden, Denmark and Norway, with travelers. Sales are about relation- a respective ownership of 21.4, 14.3 and ships, not only transactions. The SAS visual identity seems to target 14.3 percent. The remaining 50 percent a middle aged businessman. Royal blue is held by private owners.26 ×× Operational Excellence – Ensure as their main color, and conservative that we deliver the highest quality use of graphic elements. They want 28 As part of the SAS group their vision and cost-efficiency based on customer The brand concept of SAS is experi- to appear grown up and safe – as is: “To be Valued for Excellence by value. ence based – focusing not on how you they also are. They do however go a all Stakeholders”, while their mission will get from A to B, but what you will bit more creative in their campaigns is: “We provide Best Value for Time ×× People Excellence – Realize the feel when you do it. with lots of colored text, as these are and Money to Nordic Travelers full potential of employees through likely to aim more towards the leisure whatever purpose of their journey”. strong leadership and cooperation on SAS has a strong position in the Europe, travelers – not the businessman. The SAS also has a promise: “Service And shared goals. but has been struggling the latter years SAS name is extremely strong and has Simplicity – ’We promise to minimize to fight off the pressure from low-cost good pronunciation. 56 Journey Identity Identity research 57
Norwegian CEO and co-founder Bjørn Kjos is also the company’s face in media and to the public. PHOTO: BJOERTVEDT / Norwegian WIKIPEDIA Norwegian branded plane The Norwegian logo with one of their tail wing includes the web-address. Norweigan Air Shuttle 1) Simplicity campaigns. PHOTO: from A to B without spending a lot of free marketing, like they were the first ASA (commonly known NORWEGIAN money. 30 airline in the world to offer wifi on as Norwegian) is the 2) Directness Europen routes31 – naturally the people second largest airline Norwegian’s growth since they decided on the plane are impressed and will use in Scandinavia with 15.7 3) Relevance to become a low-cost carrier in 2002 social media to talk about it. million passengers in 2011. has been enormous, something that cul- They also have operational priorities: minated in their record order of aircrafts For visual identity, Norwegian is As SAS’ main rival, Norwegian is safety, service and simplicity. Finally, in January 2012 – the largest one in naturally red whereas SAS is blue. The considered being a low-cost carrier. It the business strategy is: “Norwegian Europen history. They are low-cost, logo includes “.com”, likely because the is also a fairly young airline company, intends to become the preferred supplier but offer much better comfort than brand name is generic and the brand not being founded in 1993. CEO and of air travel in its selected markets and companies like Ryan Air – who also strong enough, which is probably why co-founder, Bjørn Kjos, is the main to generate excellent profitability and wants to appear low-cost. Norwegian there also is a symbol of a plane in the shareholder and the company’s face to return to its shareholders.” It is also seems to get their values and priorities logo. A natural evolution for the future the public. listed how they will achieve this, but the through to the customer, something that of the logo would be to simplify or cut text is too long to fit in this summary.30 might be easier for a smaller – more out the .com when the brand is strong Norwegian’s vision is: “Everyone should underdog like company to their big enough to not need explanation. afford to fly” accompanied by their core The brand concept of Norwegian is brother SAS. They are also clever when values: functional – to solve a problem: getting it comes to investing in features to get 58 Journey Identity Identity research 59
Stakeholder The Scandinavian 8 Million City audit ××
Media ×× ×× General public The Scandinavian high- speed rail project is at a critical moment: building support. People must be convinced in order to get it built. Identifying and prioritizing the most important stakeholders is Contractors ×× Stakeholders ×× Governments crucial.
Therefore, the list of stakeholders on the right, will need to be expanded if the project should be realized. Now, however, these are the important ones. Potential customers and the general public is important to reach for building an overall positiveness to the project, Volunteers ×× ×× Investors and these are usually reached through Backers ×× ×× Shareholders the media. The governments will ultimately make the decisions, and these are influenced by the latter stakeholders mentioned.
Bullding relations with contractors and ×× investors is important for the realism Competitors and feasibility of the project, while identifying the competitors will help create a clear strategy. 60 Journey Identity Workshop 61
Workshop 62 Journey Identity Workshop 63
Following research the posters on the wall and gave a quick Of the nine workshop The final task of the workshop was to difficult to translate into further use in and generating ideas, an introduction of their character to the attendees it was four pick one character from the wall and the project. In retrospect, the attendees different nationalities: identity workshop was others. Norwegian, Danish, one train design concept presented to might have gotten too much freedom as used as a tool to verify German and English. them. They would match these with they steered away from the task at hand the ideas and get new ones. We divided the attendees into groups their core values to create a brand pitch into more practical ideas. The reason where they had to brainstorm words and from their material that they would for this could be that the facilitation was Creatives were invited because they are values that could represent a significant present to the rest. not explicit enough, and a combination used to working on an abstract level number of the characters presented. with the groups picking an easy route by and in a workshop setting. After an They would choose the best five words The result were informal presentations prioritizing brainstorming of traveling introduction to my project, we kicked and post them on a value target, where of a Scandinavian high-speed rail brand. comfort rather than brand names and it off with everyone sketching a person the center would represent the word The groups had clear visions and prefer- strategies. they could see as a customer on a future being ’most Scandinavian’, and less the ences of what to expect when thinking Scandinavian high-speed rail line. Then further out you came. Everyone would of trains, and this was valuable and everybody had to switch paper with discuss and reorganize the placing, and relevant to the project’s task of finding some of the others and write a quick also place new ones that were written the core values. The concepts presented bio to that sketch. This created a good in advance. The groups then chose seemed still to focus more on practical mood and put the scenario of rail travel three core values, and went back to the interior solutions and ideas rather than on eveybody’s mind. The attendees hung drawing board. the brand itself, and that was more 64 Journey Identity Interviews 65
Interviews
To verify and and get more Identity politics are included in his input on Scandinavian field of research, and he is considered a identity, Erling Dokk specialist in identity, ethnicity, globali- Holm and Thomas Hylland zation, creolisation and globalization. Eriksen was interviewed. He thinks Scandinavians are adapting to the surrounding western world. Dokk Holm is a researcher at Markedshøyskolen in Oslo, and Dokk Holm and Hylland Eriksen were holds a PhD from The Oslo School glad to discuss the topic, and they both of Architecture and Design where he had strong opinions about it. Their input also teaches. His field is among others was more or less in agreement with my are urbanism, form, advertising and own findings from research and the consumer sociology. He writes regularly workshop, but also complementary. for two Norwegian newspapers and is often active in the public debate.
Hylland Eriksen is professor of social anthropology at the University of Oslo. 66 Journey Identity Interviews 67
Erling “I eat lunch every day Dokk in the cantina… And so Holm does the janitor”
- Erling Dokk Holm
Erling Dokk Holm is – Can you put words on those values? a strong believer in that the Scandinavian – Egalitarian. That is the most important system works, and thinks one. Then I think the next one is that we egalitarianism is the most are informal, and also that we practice important value. a high degree of trust. And the values can be translated to politics, so those – The difference between us (Sweden, two terms can be hard to separate. We Denmark and Norway) is that we have are a peaceful people… And it works! I a common history, and a very similar see every day that it works. I eat lunch language. We often mention everything every day in the cantina, and so does the else than language when we talk about caretaker. our similarities, but I think that is an important point, Dokk Holm says. – Here, the income inequality is low, and that is of course a good thing, and – We are small and peripheral in people think it’s a good thing. It the U.S. a European context. We have the the inequality is huge, but even there same political system and a focus on the poorest think its a good thing. They welfare. The class differences are small want the individual to triumph, while compared to Great Britain, and we have in reality, what matters most to them is a strong culture for equality. the social-political aspects as to their chance of improving their quality of – One of the reasons we identify us as living. Scandinavians can be that we have had very little (internal) conflicts.
– Do you think that stems from our Erling Dokk Holm values? believes the most important Scandinavian value is egalitarianism. PHOTO: – Absolutely. MARKEDSHØYSKOLEN 68 Journey Identity Interviews 69
Thomas hylland eriksen
Thomas Hylland Eriksen culture and identity. Culture – ie. stresses the differences behavior – is becoming more and more between identity and similar to the rest of the western world, culture, and believes thanks to more impulses and increased equality is an important contact with our surroundings. It Thomas Hylland Eriksen Scandinavian value. means that we are increasingly seeing think Scandinavians are ourselves as some kind of customers becoming more similar to the western world. – What do you think is typical in life’s supermarket, and we find the PHOTO: GAD / Scandinavian? urban life easier based on shallow WIKIPEDIA friendliness. Identity, on the other hand, – Equality and an informal style. But changes slower, and can even freeze to also a certain distance and shyness a self-image that portraits us a nature towards strangers. loving, simple and modest, even though things are different in practice. – Do you think there is a difference between how we perceive ourselves and – What do you consider as “Foreigners experience how the rest of the world sees us? Scandinavian values? – Most definitely. Foreigners experience – Equality (Jante’s law), welfare, Scandinavians as a bit Scandinavians as a bit difficult to get pushing one’s moralism and modesty into, rich and complacent. We think – (except in Denmark). like most people think about themselves in the world – that we are normal and difficult to get into, rich act natural.
– How do you think the Scandinavian and complacent” identity will evolve? Do you see some trends? - Thomas Hylland Eriksen – Here we must distinguish between 70 Journey Identity The products role in a brand 71
The Zalo bottle from 1952 to 2012. PHOTO: LILLEBORG The products role in a brand
“Products are created 1) Conducting research updated annually like an iPhone, it’s a itself is a key component of the in the factory. Brands huge investment and something that will complete brand identity. The products are created in the mind”, 2) Clarifying strategy live for many years. My statement is that might be considered touchpoints, but is quoted in the book the shorter the cycle time of a product their individual value in a brand differs Designing Brand Identity21. 3) Designing identity is, the less important it becomes for from case to case. influencing the brand identity. It could The author, Alina Wheeler states that 4) Creating touch points even benefit from following the brand Yes, it is built in the factory, but it is the product is considered as one of the identity guidelines and be generic – created by a designer who is merging 33 touch points mentioned. It is one 5) Managing assets building up under the brand’s strategy. technical demand and specification of the visuals making up the tangible On the other hand, when the product with the same visions and values of identity of a brand. I have no doubt on As much as I believe in this process, I is something long lasting it can have a the brand. And if it is something as the importance of building a strong believe the train itself in a high-speed strong impact on the brand identity. monumental as a train, the product helps brand, and the author, Wheeler, presents rail (HSR) concept can – and should the mind create the brand. a universal brand identity process. – be more than a touch point created Examples of this are Zalo – which has A recipe for getting everything right next to letterheads and uniforms. It is been awarded the prize for Norway’s from the get-go, where you work in the an important part of the service and strongest brand several times32 – and following order: therefore an important brand element. also Flytoget which has been discussed. The product in this case is not one being These are brands where the product ture ar p De
y e n r Jou
l a
rriv A
s e ot N 74 Arrival Brand Strategy 75
Brand Strategy 76 Arrival Brand Strategy Clarifying strategy 77
phase 1: phase 2: Phase 4: Phase 5: phase 3: Conduct clarify Create Manage ’identity Clarifying research strategy Touchpoints assets
strategy Clarifying brand Visual identity strategy preview
Core values
Position
The big idea
Naming
Brand brief Clarifying strategy 79
The challenge in this phase is to distill the vast amounts of data to something usable
Clarifying brand strategy answer to a brand identity when (if) the means using the learnings project has been realized – but it is a Clarifying from the identity beginning and also meant to be used to research and audits to get it realized. It should simply be the create a unifying idea and foundation on which to build a strong brand position for the brand. brand that can develop through the phases from investigation to realization The identity research chapter gave of the first high-speed rail network in strategy insight to the Scandinavian design Scandinavia. history, the business the brand is entering, its market and competitors. It looked at stakeholders and brainstormed around values and Scandinavian identity. Intellectuals from the identity research field were interviewed, and finally, the product’s role in a brand where the product is something more than just a touchpoint was discussed.
The challenge in this phase is to distill the vast amounts of data to something usable. To something differentiated. To something that you will feel and understand in a heartbeat.
As mentioned earlier, this brand identity is mostly about creating acceptance and enthusiasm for the idea of a Scandinavian high-speed rail. What created here is not meant to be the soul 80 Arrival Brand Strategy Clarifying strategy 81
Core values
Equality Leading edge Convenience focusing on values when Maybe a high-speed train is even a tiny working with brand bit safer than the plane, but it is hard to strategy is always prove and I found it much better to focus important, and in this case on the real competitive advantages of it is extremely important the Scandinavian HSR. to choose the right ones to build a common identity To select the final three, the alternatives that all three nations can where discussed with my supervisors relate to. and other with branding experience.
Forth- The first pool of values was large. The chosen three core values: Equality Friendly Coming from reading, googling and coming brainstorming to create the first batch. ×× Equality realates to our Leading Simp- Modesty Informal Then, the workshop contributed with common Scandinavian culture. It edge licitY more, and so did the interviews. What guarantees that everyone will get the same good service, no matter what was in the pool was values describing Con- Sustain- Modern Scandinavian people, behavior and country or society you are from. venience able culture. But also words that tried to look forward. ×× Leading edge in sustain- ability and technology. Providing a These were cut down to ten values. The premium and reliable experience by ten that represented all fields, but also pushing the boundaries of travel. would be useful in a brand identity. There was no reason to push; i.e., to ×× Convenience is the extreme take moralistic into the next phase as it competitive advantage over air is hard to argue it would have positive travel on the distance covered by the influence in a brand identity. It was also Scandinavian high-speed rail. important to take the competitors into consideration. Like safety, a word both Norwegian and SAS use as a value. 82 Arrival Brand Strategy Clarifying strategy 83
Sustainability
Positioning
Time Money (low travel time) (low cost) As the core competitors If you can match time and money, which to a Scandinavian HSR are HSR can, that’s when other aspects other modes of trans- like sustainability and comfort comes portation, some differen- in. For these reasons, this should be tiation is given. But that the targeted areas for the brand of a doesn’t mean the subject Scandinavian HSR. shouldn’t be addressed. Comfort can however be many things, High-speed trains are generally con- and SAS even says they offer a comfort- sidered more environmentally friendly able journey. But how comfortable is than planes, and this is one of the great it really the complete journey when benefits of HSR. The other crucial using air travel (see diagram at p. 26)? factors are time, money and comfort. Therefore, comfort should be turned Comfort If it wasn’t, people would use the slow into convenience to not be mixed in trains today, and they are absolutely with what the airlines call comfort not doing that. Something that became (free coffee?). It is a subtle poke to the SAS painfully clear when doing the field airlines stating that they can call it study during the transfer in Gothenburg. comfort, but can never offer a conveni- Norwegian No one was transfering. No one was ent journey from departure to arrival, going from Oslo to Copenhagen by simply because they only control a Bus train that day (not including the early certain part of the whole journey. morning train and the night train). HSR 84 Arrival Brand Strategy Clarifying strategy 85
EXPERIENCE SYMBOLIC FUNCTIONAL
A TRAIN, CHEAP / CONVENIENT, preferred today UNIQUE Sustainable
GOOD SERVICE, ADVANTAGE GOOD SERVICE, The focus is on the customers that SCANDINAVIAN SCANDINAVIAN A–B, NECESSARY A–B, aren’t satisfied with air travel on FAST FAST shorter distances
The unique selling point of a The brand concept of the Scandinavian Scandinavian HSR is that it simply is a HSR will be symbolic-based, which train. It is not a plane. differentiates from the two main NORWEGIAN / SAS SCANDINAVIAN HSR competitors SAS and Norwegian. But According to Olsen, Peretz & maybe even more important: it builds on Samuelsen, there are three different the unique selling point of simply being brand concepts: Functional, experi- a train. The focus is on the customers ence and symbolic – and it can be an that aren’t satisfied with air travel on advantage to differentiate to your main shorter distances. It might be because competitors when creating the brand of the sustainability aspect and it might strategy. Norweigan is placed in the be because they want to remember the functional category for their A to B and good feeling of traveling on rail. They “Everyone should afford to fly” strategy, want to make the choice as a statement while SAS is a more experience-based of distancing themselves from airlines brand that focuses on service and when it’s possible. excelling on all levels. 86 Arrival Brand Strategy Clarifying strategy 87
The big idea
A new Scandinavia A sustainable Scandinavia A convenient Scandinavia The big idea should distill the essence of the brand. A leading Scandinavia Simplicity is key to making it stick. “A new Scandinavia” says something about the visionary nature of high-speed rail. It is ambitious and uniting, positive and expressive.
It is meant to be flexible, where “new” is a replaceable word, allowing variations and use of for instance the values – but not necessarily. It can be a string of words that eventually ends at “new” in a motion setting. It is supposed to be dynamic, yet clear about what it states. 88 Arrival Brand Strategy 89
Naming
Linjen (Scandinavian for within range of what people will get “the line”) is a unifying used to saying. brand name. It’s a name that helps to tie the three More features of the name: Linjen Scandinavian countries together – which is what ×× There are no obvious risks for the the brand’s service is name to get outdated as it does not doing. relate to any other features than the rail. Finding a word that had the same meaning in Danish, Norwegian and ×× It is pronounceable in English, and Swedish was a desirable idea – so when also gives a location in itself. brainstorming resulted in the word “linjen”, it quickly rose as the perfect ×× Domain names (com/no/se/dk) candidate. seem reasonable and realistic to acquire as they are not in use by any It has a meaning. The new high-speed large companies. rail from Oslo to Copenhagen is a line, and that line is what you takes you to your destination.
By using the Scandinavian term, it unifies the three countries. They can all use it as slang in their language: “Vi tager linjen til Oslo” (Danish), “Jeg tar Linjen ned til Danmark” (Norwegian) and “Jag ska resa med Linjen till Malmö” (Swedish). Note that the Danish saying is not as common as the two others, but it is still considered to be 90 Arrival Brand Strategy BRand brief 91
The brand brief is the essence of the brand and provides help and guidelines for decision making and daily tasks Brand brief Vision
Contextual, rational and emotional promises
Lasting The brand brief is an has a visualization printed so it can be impression internal document used as an inspirational poster as well. summarizing the brand strategy. The top half consists of the vision, the brands promises and the lasting impres- The document is attached in A3 format, sion, while the bottom half has all the Brand and it is meant to be used by Linjen brand elements in keyword form with brief employees in their everyday work. The the big idea in the middle, and logo at brand brief is the essence of the brand the end. elements and provides help and guidelines for decision making and daily tasks.
The intention with a document like this is that it will influence the employees Logo in a positive way to help build the brand from scratch. They can have it on the wall next to them or folded as a document on their desk. The backside 92 Arrival Brand Strategy Visual identity preview 93
THE SCANDINAVIAN HIGH-SPEED RAIL
The Linjen logo is minimal, This is done because Linjen is a generic yet dynamic, and reflects word, and it would need some time to the name itself. be incorporated as a standalone name. Visual identity However, with the scale that lies within With italic lettering, divided up in the first Scandinavian high-speed rail, lines to form interesting patterns. Each it was considered likely that the name letter is formed by two lines, which Linjen could be “owned” rather quickly. symbolizes the equality core value preview from the brand strategy. The forward The intention is not to create a complete leaning expression is signaling speed visual identity, but developing the logo and the leading edge that Linjen wants was done to give a more complete feel to represent. of the brand strategy. It is also allows the product to incorporate the logo and Incorporated in the logo is the tagline: add realism to the concept. “The Scandinavian High-Speed Rail” which should be used when the The next step would be to work with receiver does not know the brand or graphic designers to create the complete will automatically understand what the visual identity. brand is (like when placed on the train). 94 Arrival Brand Strategy Visual identity preview 95
THE SCANDINAVIAN HIGH-SPEED RAIL
5 5 3 THE SCANDINAVIAN HIGH-SPEED RAIL 2 5
5 Concept 98 Arrival Concept Initial sketch process 99
Initial sketch process
When undertaking this on a certain product or vehicle, one and compressed sketch phase is a working. Also, when developing the diploma, it was important will feel more confident of pushing dangerous path when doing a product chosen concept, you can also look in to start sketching right the form to new directions while still Sketching fast and precise with focus on form. Maybe you will the sketch bank for detailing ideas that away, even before research is important to generate making believable sketches. many ideas and not waste still end up with a concept based you can mix in with the concept. and specifications. too much time on that one on one of the early ideas, but then 2) The second reason was to create a idea that might later serve you really know it has qualities for The following pages show a few This for three main reasons: maturity process. Even though a lot little purpose. I prefer surviving the selection process since examples from these. Some has been of what is done the first weeks might black ballpoint pen, with brought into the concept stage and some touch-ups of markers or the beginning. 1) The first was to get into the habit seem worthless, the findings you’ve prismacolor. For further are hidden way back in the bunch. of sketching trains and pushing done are far from just that. A design development the sketches 3) The third and final reason was to the quality of them up even before you find appealing the early in the are scanned and developed have a bank of sketches. With 50-100 working on the concepts. Without process will mature after several more in a Wacom table in Adobe A3 sheets filled with design ideas, Photoshop. this phase, my experience from other rounds, and one might realize that the you can at any stage in the design projects is that one can fall into a “darling” did not have the qualities process dig through those looking certain direction of designs, simply needed after all. Skipping this and to rediscover something. With only because that’s all you’re able to sketch working in clear cut phases seems 5-10 sheets of that one darling, you well. With a good base of training risky to me, and I believe a planned miss out on this very helpful way of 100 Arrival Concept Initial sketch process 101 102 Arrival Concept Initial sketch process 103
Evolution exercise of the Norwegian high-speed train Flytoget. 104 Arrival Concept Specifications 105
Specifications
This list of specifications number of train sets. 3) A double- ×× Carbodies: Long with straight as possible to enable very is a result of the research decker requires the introduction of bogies at the ends. Single high speeds so the total travel time and should serve as guide- stairs that makes the carbodies less doors between the bogies is as low as intended. The concept lines to what the concepts accessible, and the lower ceilings (quarter model) therefore suggests that a substantial should achieve on a gives challenges to the perceived The use of long carbodies – like amount of elevated tracks – built techinal level. They also comfort. seen in Bombardiers Zefiro 380 – is on viaducts – is used. This technol- take COINCO North recom- chosen for this concept. It is tried and ogy is one of the breakthroughs of mendations into account. ×× Width: 3,5 meters tested. The use of two single doors modern HSR. A fast construction Following The Green Train’s (TGT) per carbody allows for punctual traffic period means easier access to loans ×× Speed: Above 250 kph advice of a width of 3,5m, which is even at peak loading6. and Public Private Partnership To enable the desired travel time compatible with rails and stations in (PPP) finance models. It reduces from Oslo to Copenhagen, it must Denmark, Sweden and Norway. It ×× Seating: 2+3 slim seats the financial risk for the involved be a proper HSR. This sets some makes room for a 2+3 layout of the The seating layout research in TGT is stakeholders, since the project will requirements to train design in terms seat, which is considered necessary thorough and relevant to this concept, not generate revenue before trains are of aerodynamics, and a tracks built for when opting for a single-deck unit and is adopted. With the wide-bodied in operation and tickets are sold. 86 very high speeds. to lower the total cost and fit enough train with 2+3 it accommodates percent of the 1302 km long high- passengers. According to TGT, the 25 percent more seats compared speed railway between Beijing and ×× Height: Single-deck fundamental idea of a wide carbody to normal width6. The use of slim Shanghai is elevated, and it was built In this concept, single-deck is opted gives a 15 percent lower total cost for seats help make this possible while in only 2,5 years (Beijing–Shanghain over a double-deck solution. There the train traffic6. retaining leg room. High-Speed Railway). Although the are three main reasons for this: 1) The visual footprint is larger than regular passenger demand is not seen as high ×× Lightweight ×× Tracks: Use of viaducts built railway, the footprint on the soil enough to take full advantage of the An emerging positive trend within The train will use existing or future is minimal, something that should double-decker, like seen in Central rail transport is focusing on the InterCity rail networks in and be strived after as the proposed line Europe where the cities are much weight of the rolling stock. Focusing around the main cities where it stops would cross cultivated land. It also bigger. 2) The travel time is quite on lightweight materials and using (Oslo-Ski in Norway). As these are removes the problem with crossing low (sub three hours) which means concepts that cut weight (Jacobs not build for very high speed because roads, other railways and animals. the train sets can manage the route bogies), total weight is lowered and so of factors like dense population and several times a day, enabling frequent is the energy consumption. the geography, the remaining lines departures with a relatively low between these areas should be as 106 Arrival Concept Directions 107
Directions The results from the To do this, I have tried to sum up my initial sketch phase was research into some keywords of what soon directed into several Scandinavian form can be: directions. Three of These were then differentiated ×× Geometric inspiration and further developed. ×× Minimal styling This phase of the project has influ- enced – and been influenced by – the ×× Functional identity process and brand strategy. The outcome aims to be a result of a merge ×× If organic: with contrast between: ×× If hard: with a human touch 1) Research and identity It seems valuable to also state what I 2) Specifications and demands don’t think Scandinavian form is:
3) The designer’s intuition and ×× Very organic aesthetic vision ×× Decorative The concept itself wants its Scandinavian recipients to feel and ×× Stretched mean something. It – as also discussed in the brand identity chapter – aim to have a relation to the Scandinavian identity. Stating this is walking on a knife-edge between clichés and an angry mob, but setting these boundaries are important to the development of the concept – and to create an interesting design. 108 Arrival Concept Directions 109
LINJEN
Differentiates from the existing direction of high- Organic speed train designs.
It explores the aerodynamics of hard Facet surfaces and takes inspiration from other modes of transportation and products.
Its sharp character can be used to emphasize the Linjen brand, and its use of form and materials can be provoking, but also forward-leaning and a forecast of what will come. 110 Arrival Concept Directions 111
ideation 112 Arrival Concept Directions 113
Very sharp facets. Needs to be more organic.
Better mix between organic and faceted.
ideation 114 Arrival Concept Directions 115
Very muscular looking. Probably too mean.
Integrated snow plow. But not that much needed?
Interesting upward facing surface below the side windows. Can create a safe feeling from inside.
Refinement 116 Arrival Concept Directions 117
Clay sketch model 118 Arrival Concept Directions 119
This concept has a lot of It has its strength in differentiating from potential. The combina- other high-speed trains (HST), but the Organic tion of the organic and link to a Scandinavian identity is harder Some clear cut the faceted is interesting to argue for, even though it fulfills facets mixed with organic surfaces. Thin light strips Facet and something I think we some of the keywords like organic with integrated in the small will see more of in the contrast and functional. front facet. years to come. Although I see a lot of potential in the summary It might have its skeptics when speaking sketches, I do think some of its character of aerodynamics, but looking at jet is being lost through the Photoshop fighter aircrafts, it is reasonable to think render (above). This concept definitely that one can overcome these challenges. needs to be further refined and tuned to get the essential qualities of it visible – The facets should be used functionally, and not just looking like a science fiction like in the front for enhancing the snow concept. plow, and they give good opportunities to incorporate other functions into the design. 120 Arrival Concept Directions 121
The more traditional high-speed train direction Fluid in terms of surfaces and shapes, but at the same time looking for that Scandinavian edge.
Lines should be flowing, but in a rigid LINJEN matter to create a holistic appearance. The expression is aerodynamic and it gives the impression of flowing through the landscape with ease.
Form inspiration from nature, but maybe even more from existing planes and trains. 122 Arrival Concept Directions 123
Focus on flowing lines in side view.
ideation
Interesting concave surface meeting the top glass canopy.
Too much going on. 124 Arrival Concept Directions 125
Interesting use of graphic element to close in an area with canopy and lighting.
Refinement
One interesting element (concave surface) is not enough to create an interesting overall shape.
Panel for integrated lighting along with glass canopy. 126 Arrival Concept Directions 127
Clay sketch model 128 Arrival Concept Directions 129
As opposed to the organic As with the organic facet concept, facet concept, this has a its Scandinavian link does not really Fluid much more conventional shine through, even though it’s a subtle A form that expresses ease look and style. and minimal design. This needs to be more than speed. It gives a feeling that it doesn’t summary addressed if the concept is developed need much effort to flow Fluid is a clean and minimal concept further. through the landscape. where a lot of its overall quality will rely on the details. The big contrasted One of its strengths is the aspect of front glass surface is not new in HST realism. It could end up as a very believ- designs, but here it is taken to the able concept, but care must be shown extreme and really integrated into to not end up looking like other HST’s the design. Its use of flowing lines is like the Alstom AGV or the Bombardier important to the harmonic qualities, and Zefiro 380. so are the tweaking of surface details, like the concave surface above the first bogey. 130 Arrival Concept Directions 131
LINJEN
This concept portrays something rugged that Shaped has stood the test of time. It is strong enough to handle the weather and by challenges that comes.
Details and shapes that can be time contrasted through form and material, emphasizing where the wear and tear is taking place – but of course in a convicing way that shrugs of the forces of nature.
It should have a characteristic appear- ance that emphasizes a safe feeling. Something that will take you where you want by plowing its way. 132 Arrival Concept Directions 133
Double decker. An early sketch with a concept that was scrapped upon final- Maximizing differen- izing the specifications. tiation, getting inspiration The interesting shape is from old locomotives. still brought along.
ideation 134 Arrival Concept Directions 135
Two tone idea from the upper glass to the front surface.
Not looking very fast.
Refinement
Proportions starting to look good.
Tuning the shapes and defining the front surface into a panel being dragged backwards. 136 Arrival Concept Directions 137
Clay sketch model 138 Arrival Concept Directions 139
This concept has the the most exposed areas will go through biggest storytelling this process quicker than the less Shaped aspect, and that might exposed areas, creating a play of color Copper introduced as also be its biggest and patina. material for the front surface being stretched strength. backwards. by The form in itself is somewhat distanc- With a front surface looking like it ing it from other HST on the market, has been grinded back by the forces but its high-standing character does give time of nature, this is also intended to be a somewhat of a link to the Norwegian copper surface. Flytoget. This strong characteristic can be seen as a quality and give a feeling of Summary This surface will start of with a bright safety. A train that doesn’t get stopped and shiny penny shade, but gradually by the weather. get patina and eventually starting to look green. This process actually Compared to the other two concepts, preserves the material and protects it it might relate more to a Scandinavian from the elements, something that can identity, but this also needs to be create some really interesting effects as addressed if taken further. 140 Arrival Concept Directions 141
Scandinavian Choice of Believable Differentiated concept
Intuition
When choosing the final 4) Finally, the intuition. In some ways concept, it was valuable a sum of the previous three, but also Scandinavian to go back and look at adding other factors that cannot easily the overall scope of the be described. It says something about project. the potential within the concepts.
To weigh the three concepts, I created The diagrams on the right is a summary a diagram with four parameters to help of how the concepts score, and they also Believable Differentiated clarify the wanted qualities. reflect the discussions with my external supervisor, Svein Gunnar Kjøde, 1) It is important that the final result concluding with the shaped by time sticks out and hopefully creates a concept as the one to take further. stir in the debate, and is not just Intuition something that passes quietly. I trans- It has character and potential, and adds lated this into the term differentiated. the storytelling aspect that is interesting. We saw a lot of potential in the organic 2) Believable within the concept facet concept, but came to the conclu- setting has been important through sion that it has too many uncertainties the whole process, and is where the along with its lack of Scandinavian link. Scandinavian technical requirements meet the The fluid concept came in short as “just concept proposals. another nice looking train” – especially compared to the other two. 3) The Scandinavian identity that has been so important in the brand Believable Differentiated strategy foundation should also be reflected in the design concept. If successful, this will help create a total brand experience that is united, more than if it feels like a train that has Intuition been “branded”. 142 Arrival Concept Concept development 143
Concept development 144 Arrival Concept Concept development 145
Reality check 2: Flytoget operators
After choosing the shaped also valuable feedback and criticism. the vision of the operator in low light, fallen between departures is blown away by time concept, I met with foggy, rainy and snowy conditions. by the air pressure. However, a small Oslo Airport Express – Even though the windshield is of a bit to Experienced train operator Our view from When used on the back of the train, plow should still be considered. Flytoget – operators to narrow angle to be feasible in produc- Jon E. Johansen. Flytoget when passing the Lillestrøm station. there should be two red lights on a get their input on a high- tion, they said the field of view should horizontal axis clearly visible. After the meeting, I was invited to join speed train concept. not pose a problem for them. They them on a trip with Flytoget. Johansen actually prefer a narrow view, and side Concerns about snow on the tracks showed the cockpit while his colleague Jon E. Johansen is an experienced train windows are only used as emergency and the train’s ability to plow was – was operating the train, and after operator from both regional NSB routes exits. – To see too much is disturbing, according to the operators I talked stopping at The Oslo Airport, he showed and Flytoget. He invited me to their we need to be focused on what’s up to – not a problem. When trains run the exterior functions and features. headquarters at Posthuset by the Oslo ahead, Johansen said. frequently on a line, the snow that has central station. I presented the project and we discussed pros and cons. Some I learnt that the headlamps of a train of his colleagues also dropped in to have to form an isosceles triangle so watch, and I was almost surprised by they are not to be confused with cars. “To see too much is their acceptance of the concept. They Having one above the cockpit is not a enjoyed that it pushed some boundaries problem, but it should not be the high of conventions in train designs, but had beam headlamp, as it would decrease actually disturbing” - Jon E. Johansen 146 Arrival Concept Concept development 147
Clay modeling
To define and refine the sketches were lost in the package-phase. chosen concept, I started The top of the nose was too low and clay modeling in 1:10 scale. the bottom too high. It looked good in the 2D views, but in reality it had lost The reason for choosing clay and a a lot of character. Within an hour of scale that big was that I have really tweaking and adding clay, the charac- good experience with working with this teristics were restored. I will argue that medium in transportation design. The this translation phase between sketches large size (900x380x175mm) lets you and CAD is extremely important. Going work fast and precise, even with details. straight to CAD will lead to a lot of design information getting lost – or After modeling up the first iteration never to be found – resulting in a more from the package (blueprints) based dull end result. on the sketches, it was easy to evaluate what was working and what was not. The medium lets you redesign on the fly and get immediate results. Also going back to the drawing board while looking at the current clay version was valuable.
An example of strength in the clay modeling technique was when complet- ing modeling the original package in clay. A lot of the characteristics from the 148 Arrival Concept Concept development 149
Early stage of refining surfaces and lines. Notice the silhouette lacks snap and is too dull. The nose top is too low and the design looks more generic that intented in the sketches.
The final clay version. The silhouette is not just a dull curve, but has a lot more tension. Top of the nose is a little higher and much more defined. Overall surface tuning and detailing of the bogey cover is complete. 150 Arrival Concept Concept development 151
Final clay model in side view. Rear is stretched in photoshop to represent more of the design. 152 Arrival Concept Concept development 153
Reality check 3: Bombardier visit
For two days at to take in order to emphasize the design Bombardier outside Berlin, expression. I was able to test my concept and learn from Feedback I found highly valuable professionals. was their take on further expressing the Scandinavian features. Although I was lucky enough to be invited to the renders I showed were simple Bombardier in November. The agenda without detail, they had black strips Bombardier transporta- for the two days started with me of tinted side windows. I was advised tions site in Hennigsdorf outside Berlin has 2500 presenting my project for designers, to think different. They argued that employees. aerodynamic and crash specialists. Scandinavians love big windows to get At that stage the concept was chosen, in as much sun as possible – since we the clay model was finished and CAD have so little of it. They also argued modeling was underway, so some early that the sides needed to be passenger Michael Sohn, head of renderings were shown in addition to focused and more inviting, and that industrial design for the concept sketches and clay photos. doors should be in contrasted colour to Germany and Scandinavia in Bombardier transporta- meet regulations. tion. The discussion that followed was highly valuable. Of course, these people are As for the use of copper, they seemed experts and used to work with this every to find it intriguing. Some really liked day, but they accepted that it was on a the storytelling idea while some were The full scale mockup of conceptual level and that my experi- more quiet. Even though it might not the Bombardier Zefiro 380. ence with train was limited, and gave end up as being feasible for production, feedback thereafter. they could not say that it wouldn’t work – which must be considered as Their main concern was the shallow good enough for using it in this concept. angle of the windshield. They had Especially when I see the interest it is experienced their own problems with generating both with professionals and the glass on the Zefiro 380, as it is non-professionals. hard to create glass of good enough quality when you are seeing through The rest of the first day was spent at such a large amount of material their design studio going through train (because of the angle). They were images and discussing them with one of also skeptical about the visual dead the industrial designers. Day two was zone for the train operator. This was spent with different specialists in crash expected, as the angle and silhouette is concepts, gauging and aerodynamics. a conceptual freedom I allowed myself 154 Arrival Concept Concept development 155
Sketching on screenshot prints is quick and effective when detailing.
CAD Alias Automotive 2013 was used to create the Development CAD model.
Even though the design The clay model was 3D scanned to 3D scanned mesh in front freeze is more or less get all proportions right. This mesh and the final CAD model in the back. passed when moving from was then used as a base to create the clay to CAD, a lot of accurate CAD model. This is a big task designing is yet to be done. when working with automotive design, because the surfaces are complex and When the main concept is thoroughly they must be of high quality. Surface worked out, the next steps are easier. continuity and reflective quality is The big surfaces are working nicely important as the object is large and any together, but the devil is still in the imperfections will show in reflections in details. And on a train it is a lot of renderings. details – many of them a design project in themselves. To cope with all of this, a lot of design is done in CAD or on quick thumbnail sketches. It is the fastest way at this point, because the level of detail Quick thumbnail sketching is hard to get by freehand drawing. is a good tool when work- ing in CAD on complex models. 156 Arrival Concept Concept development 157
Interim renders are good to take a step it’s easier to see opportunities. In the back from the CAD software and get a screenshot above, the split lines in the good second look at what’s been done front were sketched in to make sense and how the decisions looks. With as an overall design feature as well as previews of the materials in mind, functional features. 158 Arrival Concept Results 159
Results 160 Arrival Concept Results 161
Lid for sand refill Employee door (accessible from ground and platform) Low beam headlamp Hand rail High beam headlamps Cockpit Lid for headlamp access Windshield wiper Rear lights
Ladder step
Bogey skirt Employee door handle
Small plow Cockpit emergency exit / window Passenger door Coupler cover (opens to connect two trains) Linjen HSR concept
×× Carbody length: 2700 cm
×× Width: 350 cm
×× Height: 380 cm
Door opener Bogey ×× Long carbodies with bogies at the end Window Information screen Passenger door step lid ×× Double single doors (quarter model) Window pillar ×× Main exterior materials: Copper, anodized aluminum & glass.
Backup pantograph Main pantograph 162 Arrival Concept Results 163
Glass
Copper
Black anodized aluminum
Front lighting layout and main exterior materials.
Rear view details. The final result is a high- use brushed aluminum detailing, while speed train design with the red rear lamps use LED strips that strong identity. complements the surrounding shapes. A windshield wiper is integrated through In the ends of the train, the design surface detailing in front of the glass expresses the high-standing character that reflects the muscular shapes on the with subtle, muscular shapes. It has side and above the front bogey. These kept and refined the essence from the features ends up in the Linjen logo that concept sketches with forms looking sets the period of the top surface. grinded back by time. The main materials are copper, The head and rear lamps are placed anodized aluminum and glass. All 100 on the inside of the glass. Head lamps percent recyclable materials. 164 Arrival Concept
While the front design expresses confidence and reliability in a muscular way, the sides are much more inviting.
When experienced from a distance or the platform, Linjen is designed to be open and inviting to passengers and potential passengers. The windows are not tinted black, but clear to show the warm spacious interior and the people inside. This contributes to the feeling of going on the train rather than boarding a sealed up plane. Which has been a goal through differentiating from the airline companies.
The passenger doors (detailed on the next page) use the copper material to clarify their position and, again, underlining the openness of the train. It also breaks up the long extruded shapes into something more interesting. 166 Arrival Concept Results 167 168 Arrival Concept Results 169 170 Arrival Concept Results 171
Year 1
Year 5
Imagined patina process through ten years of Year 10 service (windows are rendered in black to focus on the exterior material).
Passenger door, door opener and information screen. 172 Arrival Concept Results 173 ture ar p De
y e n r Jou
l a
rriv A
s e ot N 176 Notes Recap Summary 177
This project has been ambitious and rewarding
Through this diploma, Bombardier visit – that should have Linjen has been created as been earlier for optimal effect of the a Scandinavian high-speed feedback, and the facilitation of the rail concept. workshop. Still, both produced results that were brought along in the project. It has been built on knowledge gathered from The Scandinavian 8 Million City The next step for Linjen is to be put and The Green Train. The result is a in use by The Scandinavian 8 Million visual concept with a strong identity.It City. Throughout the project they have will serve as promotional material in the shown enthusiasm for the results and effort to create the first real high-speed expressed that they are looking forward rail network in Denmark, Norway and to showcase the Linjen material as part Sweden. of their investigation.
As a diploma, this project has been In a best-case scenario, the effort to Summary ambitious and rewarding. The strength initiate the creation of a Scandinavian of the process has been the hard work high-speed rail is successful, and Linjen and continuos production of material at will continue to serve as inspiration and every stage. The belief in, and selection a vision of the Scandinavian high-speed of methods, has been key to create a rail. successful concept.
Things that could have been done different include the timing of the 178 Notes Recap Summary 179
Thanks to Contact
Supervisors Nina Bjørnstad, Svein Thomas Larsen Røed Gunnar Kjøde & Floire Daub. +47 416 61 649 Workshop attendees Andreas [email protected] Bøhler, Andrew Wilson, Joachim larsenroed.no Rasmussen, Kristian Aarseth, Linda Blaasvær, Marianne Andersen, Martin Nesheim, Mathilde Carbel & Michael Plank.
Helpful Øyvind Røise, René Josdal, An-Khang Vu, Tone Bergan, Mike Jones & Designit.
The partners The Scandinavian 8 Million City & Bombardier. 180 Notes Recap Glossary 181
Glossary
×× AGV: Automotrice à grande vitesse. High-speed EMU developed by Alstom. The successor of the TGV. ×× ICE: InterCityExpress. System of high-speed trains.
×× Alstom: French/international power generator and transportation company. Made the TGV and AGV. ×× ICE 3: Family of high-speed EMUs developed by Siemens.
×× Bogey: Framework for/and the wheels of a train. ×× NSB: Norges Statsbaner (Norwegian State Railways).
×× Bombardier: Canadian manufacturer of planes and trains. ×× Package: Automotive industry term for defining the basic architecture of the vehicle.
×× CAD: Computer-aided design. In this case used for three dimensional objects. ×× Pantograph: An apparatus mounted on the roof of an electric train to collect power through contact with an overhead wire. ×× COINCO: Corridor of Innovation and Cooperation. ×× Rendering: CAD model converted to a 2D image. ×× Coupler: Mechanism for connecting two rolling stocks. ×× Rolling Stock: All the vehicles that move on a railway. ×× CRH: Chinese HSR system. ×× Shinkansen: Network of HSR lines in Japan. ×× DSB: Danske Statsbaner (Danish State Railways). The largest Danish and Scandinavian train operating company. ×× Scandinavia: Denmark, Norway and Sweden.
×× EMU: Electric multiple unit. A multiple unit train consisting of self-propelled carriages, using electricity ×× SJ: Statens Järnvägar (Swedish State Railways). as the motive power. ×× TGV: Train à Grande Vitesse. France’s HSR service. First in Europe. ×× Flytoget: Norwegian high-speed airport rail link connecting Oslo Airport to Oslo Central Station. Scandinavia’s fastest at 210km/h.
×× HSR: High-speed rail.
×× HST: High-speed train
×× IC: InterCity. Trains that can run up to 250 kph. 182 Notes Recap Appendix 183
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