Barcelona Metro Redesign Process Book LISA FISCHER [email protected] lisasuefischer.com 908.723.4511 RESEARCH > PROBLEM OVERVIEW > BARCELONA ON A MAP • Current design can be clearer and friendlier • Metro line color could be more vivid and distinct and utilize the city’s colors • Does not represent the culture of Barcelona • Not customized enough to the city (uses London Underground inspired colors and symbol) * © Ferrocarril Metropolità de Barcelona, S.A. Tots els drets reservats RESEARCH | METRO REDESIGN | LISA FISCHER 02 > CURRENT METRO DESIGN • Barcelona Metro map was last updated in June 2010: 164 stations + 11 lines • Second largest metro network in Spain after the Madrid Metro . • In 2013 there were approximately 369,940,000 passengers riding the metro. • The network has 11 subway lines managed by two different operators: • L1, L2, L3, L4, L5, L9, L10 and L11 are the lines that are operated by Transports Metropolitans de Barcelona (TMB). • L6, L7 and L8: lines operated by Ferrocarriles de la Generalitat de Catalunya (FGC). The lines are the result of improved frequencies in urban sections in Barcelona railway lines Barce- lona-Vallès and Llobregat-Anoia . The routes and stations are shared with suburban and commuter services from the same carrier. RESEARCH | METRO REDESIGN | LISA FISCHER 03 > TMB TRANSPORTS METROPOLITANS DE BARCELONA • TMB is a trademark and a management unit under which com- panies operate three municipal public transport in the city of LOGO (2004-2014) Barcelona and its metropolitan area : Barcelona Metropolitan Railway SA-responsible for managing the Metro de Barcelona - Transports de Barcelona, ​​SA -in charge of managing the ser- vices of Barcelona city bus and other transport - and Projectes i serveis of mobilitat, SA • Although the three companies maintain an independent man- agement structure and collaborate to maintain joint and users face three commercially displayed under the same brand with- out distinction strategic lines. LOGO (2014-CURRENT) RESEARCH | METRO REDESIGN | LISA FISCHER 04 > ABOUT BARCELONA • Capital city of the autonomous community of Catalonia in Spain • Spain’s second largest city • Population = 1.6 million • World’s leading tourist, economic, trade fair and cultural centres, and its influence in commerce, educa- tion, entertainment, media, fashion, science, and the arts all contribute to its status as one of the world’s major global cities. • Located on the northeast coast of the Iberian Peninsula, facing the Mediterranean Sea • Barcelona is the home of many points of interest declared World Heritage Sites by UNESCO. Most of these sites were designed by Gaudi • Mediterranean climate with mild, humid winters and warm, dry sum- mers. • FC Barcelona is a sports club best known worldwide for its football team, one of the largest in the world and second richest football club in the world. RESEARCH | METRO REDESIGN | LISA FISCHER 05 > GAUDI ART + ARCHITECTURE • Can be found all over Barcelona • Important for incorporation into metro visual identity - especially since so many people come to Barcelona and use metro to see all Gaudi art and ar- chitecture throughout the city • Antoni Gaudí i Cornet (25 June 1852 – 10 June 1926) was a Spanish Cat- alan architect from Reus and the best known practitioner of Catalan Mod- ernism. Gaudí’s works reflect an individualized and distinctive style. Most are located in Barcelona, including his magnum opus, the Sagrada Família. • Gaudí’s work was influenced by his passions in life:architecture, nature, and religion. Gaudí considered every detail of his creations and integrated into his architecture such crafts as ceramics, stained glass, wrought ironwork forging and carpentry. He also introduced new techniques in the treatment of materials, such as trencadís which used waste ceramic pieces. • Fused nature with architecture and design • Gaudi viewed the natural world as perfect, a creation from which he drew inspiration. Nowhere is this connection more clearly visible than in his masterpiece, Barcelona’s Sagrada Familia. RESEARCH | METRO REDESIGN | LISA FISCHER 06 > MOOD BOARD RESEARCH | METRO REDESIGN | LISA FISCHER 07 COMMUNICATION STRATEGY > COMMUNICATION GOAL Create a friendly + clear metro identity system (and map) that conveys the feel of Barcelona + while remaining functional. > HOW TO ACHIEVE THE GOAL Look towards Gaudi--> Since Gaudi’s work is all + over Barcelona and defines the city in many ways, the metro redesign will utilize Gaudi’s bright color palettes and take inspiration from his use of nature and the gold- en ratio in his designs. COMMUNICATION STRATEGY | METRO REDESIGN | LISA FISCHER 08 I got so excited by the idea of rebranding an entire > MAIN POINTS TO ADDRESS FOR MAP metro system that I thoght of every possibility that could go into this project and made the action plan • Color choice is important. Design each metro line color with bright col- below. Since I was limited on time, I stuck with the ors that stand out and pop against any color background fundamentals (logo, metro map, iconography, print • Thicker lines are better for the line clarity (DC metro, for example, since metro map brochure) but plan to follow out the ac- it’s easier for the eye to folow) tion plan when I take my portfolio class. • Curves feel more human to people - consider creating map design with that in mind > ACTION PLAN • Use a grid to keep the lines organized • Take inspiration from geography but dont use directly • Make iconography as CONSISTANT and SIMPLE as possible BRANDING • Create a concept behind the map that brings the lively culture of Barce- • logo lona into the metro map design and metro branding system. • branding system • website > PROCESS ORDER INFORMATION DESIGN • finalize logo - colors tmb part, font etc • recreate metro map • finalize map - which way text goes, font, line colors • metro ticket • poster map - lines (put on top!!) and other symbols • iconography • iconography • mobile app • metro card • metro signs • environmental • app ENVIRONMENTAL • website • posters / signs • outdoor + underground banners • Design train color • Subway walls art and branding system RESEARCH | METRO REDESIGN | LISA FISCHER 09 DESIGN PROCESS > LOGO SKETCHES I began sketching out ways I could uti- lize the golden ratio. I tried incorporating TMB to see if anything would come of it but mainly focused on the M for metro, since that is what people look for when trying to find a metro station. DESIGN PROCESS | METRO REDESIGN | LISA FISCHER 10 > DIGITAL LOGO EXPLORATION I kept trying to find ways to use the golden ratio to design my logo in paper sketches and digitally. It finally hit me that I could create a shape out of the golden ratio and create that into the ac- tual logo. DESIGN PROCESS | METRO REDESIGN | LISA FISCHER 11 > DIGITAL LOGO EXPLORATION These digital logo explorations show the step by step process of how I created the logo and the several variations I tested. DESIGN PROCESS | METRO REDESIGN | LISA FISCHER 12 > BLACK + WHITE LOGO I will not start using color in the logo design process until i can see that it works in black and white. Therefore, at this step of the design process I stepped back and reread my commu- nication goals to make sure that the logo was serving its intended func- tion and was pleased to see that it did. The lowercase rounded “m” con- veys a friendly and welcoming feel that is less rigid than the current logo and better represents Barcelona as a city. In addition, functionality was a key goal in the design process. Spe- cifically, I wanted anyone looking for a station stop to immedietely see the logo and be able to quickly identify it. Therefore, the simplicity of a one-val- ue shape with the “m” in the negative space makes it stand out at all sizes. DESIGN PROCESS | METRO REDESIGN | LISA FISCHER 13 > COLOR EXPLORATION I wanted to keep the colors simple since this is an information with the ocean and Barcelona is a beach city that attracts thou- design task. At the same time, I wanted to bring out the colors sands of people for its lively beaches. The people coming for of Barcelona to make the metro feel more custom to the city. the beaches make up a solid percent of the metro rider target The three colors below and to the right worked well together audience so this was an important factor to take into account. because they pop like Gaudi’s color palettes often do and they are vibrant hues so they are easy to spot out. I ended up picking the blue as the primary color because blue can be associated DESIGN PROCESS | METRO REDESIGN | LISA FISCHER 14 > COLOR SWATCHES PMS = 7407 C MAIN CMYK = 27, 38, 100, 3 COLOR RGB = 188, 150, 46 HEX = bc962e SUPPORTING PMS = 7550 C COLOR CMYK =11, 29, 99, 0 RGB = 229, 179, 36 HEX = e4b224 SUPPORTING PMS = 7553 C COLOR CMYK = 43, 51, 99, 25 RGB = 127, 101, 40 HEX = 7f6528 DESIGN PROCESS | METRO REDESIGN | LISA FISCHER 15 > LOGO FORMAT Once I had the symbol figured out I had to add the TMB text to create the complate identity. These logo varia- tions show the different layouts I ex- perimented with to see what visaully looked most cohesive and balanced as a whole. DESIGN PROCESS | METRO REDESIGN | LISA FISCHER 16 > TYPE STUDIES DESIGN PROCESS | METRO REDESIGN | LISA FISCHER 17 > TYPE STUDIES I needed something that would not clash with the rounded and geomet- ric form of the m in the logo. ITC Avant Garde is a geometric typeface and worked perfectly for this solution. LOGO TYPEFACE SELECTED: Transports ITC AVANT GARDE Metropolitans ABCDEFGHIJKLMNOPQRSTUVWXYZ Abcdefghijklmnopqrstuvwxyz