--- title: "Latitude — Budget Travel Identity, Anonymised" description: "An anonymised travel identity designed for platforms, car windows and buses: a compact mark, clear colour roles and applications. No results claimed." kind: anonymised kindLabel: "Client work, anonymised" status: "Client work, anonymised — name, brand and interface re-drawn at the client's request." year: "2024" location: "Canada" sector: "Retail and e-commerce" services: ["Branding and identity"] dateCreated: 2024 canonical: https://uxpro.ca/work/latitude publisher: "UXPro Design Studio" license: "Quote freely with a link to the canonical URL." --- # Latitude, an anonymised budget-travel brand — Make a travel brand readable at a glance. **Client work, anonymised.** Client work, anonymised — name, brand and interface re-drawn at the client's request. > The engagement was real and paid for. The client asked not to be showcased, so the name, the brand and the interface on this page were re-drawn by us: the decisions are the project's, the artwork is not the client's. Nothing here is a figure, because their numbers are theirs. A budget-travel identity designed for buses, vans and station posters, with a clear role for each colour and application. The name, mark, palette and applications shown here are re-drawn at the client's request. Canonical page: https://uxpro.ca/work/latitude ## Project story at a glance - **The challenge:** A budget-travel identity had to earn attention across a platform, through a car window and on a bus without making a low fare feel like a low-quality brand. - **The decision:** Use a compact half-dome mark, three colours with stated jobs and short lines, then draw each application for its real viewing distance and surface. - **Why it helps:** The system is designed to carry the same identity from a quick transit glance to a closer read on stationery. The applications are drawings, and recognition has not been measured. ## Facts | Fact | Value | |---|---| | Our role | Brand identity, the mark, the colour and verbal systems, applications | | Scope | Wordmark and mark, a three-colour system, stationery, van and bus livery, transit and roadside boards | | Constraints | Read from a moving car; the brand re-drawn for this page | | Status | Delivered 2024 · no figures shared with us | ## The problem *How does a brand introduce itself to someone driving past it?* A budget-travel brand is almost never read at arm's length. It is read from the far platform, through a car window, or on a van in the next lane. The brief was recognition: establish the name, offer one short invitation, and leave enough space for both to survive a glance. Price mattered too, and price is where a budget brand usually goes wrong — a cheap-looking identity makes the fare look like the reason rather than the offer. So the system had to read as considered and still say, plainly, that it costs less. This page is the anonymised presentation of that work. The client asked not to be showcased, which is why the yellow, the cocoa, the mark and the name are ours and not theirs. ## The system Images first. Every application is a drawing of intended placement; every fare and address on them is sample copy. - A mark with no small parts: a half-dome over a solid bar, six shapes on one grid, usable beside the wordmark or alone once the name is established. - A wordmark in heavy extended capitals, supplied as outlines so it does not depend on an installed font. - Three colours with their jobs stated — golden yellow as the recognition field, dark cocoa for all type and the mark, warm porcelain as the reading surface — plus stone as a neutral for photography and secondary panels. - A verbal system of short imperatives: Go further on less. Your map gets bigger. Every city is closer. None of them implies a verified fare or a guarantee. - Stationery that tests what happens when the glance becomes a read: colour at the edge, white space reserved for correspondence, and recognition separated from contact details across the two card faces. - Vehicle and out-of-home drawings sized to their surfaces: van cargo panel, bus below the glazing, a three-poster transit run, and a roadside board reduced to name, invitation and descriptor. ## What we did not do - We did not keep the client's identity. The name, the mark, the palette, the lettering, the campaign lines and every application drawing on this page were made for the anonymisation, and the client's own artwork appears nowhere on this site. - We did not claim field-tested recognition. Nobody has stood at a bus stop with a stopwatch, so the legibility work here is a design argument, not a measurement. - We did not claim a business outcome. We hold no traffic, booking or revenue figures, so none appear. - We did not invent a fare. Every price on a poster or a panel here is sample copy, and no discount, guarantee or route is being offered by anyone. - We did not photograph installed work. Every application is a drawing of intended placement, not a photograph of something built. ## Results No figures are claimed for Latitude. We designed the identity; no traffic, booking, revenue or recognition measurement was run, and none is reported here. Where a project on this site has real numbers, they appear with a client name, a measurement window and a date. Orient Barber Shop is the only case study on this site with numbers. ## Validation What can be checked is the construction. The mark is a half-dome over a solid bar — a sun on a horizon — with six solid shapes on one grid, no initial, no punctuation and no fine internal stroke to disappear at distance or in motion. The colour system states each colour's job rather than its mood, which is the part of a brand guide that gets used: golden yellow is the recognition field, dark cocoa carries every piece of type and the mark itself, and warm porcelain is the reading surface. Cocoa on yellow is a firm, high-contrast pairing at poster scale. The applications were drawn to the constraints of their surfaces: the van uses the uninterrupted cargo panel, the bus keeps its identity below the glazing so windows, doors, lights and wheel arches stay functional, and the transit triptych repeats the margin and the brand position while varying the scale of the mark. ### The limits of that - Contrast was calculated on screen. It is not a measurement of legibility at speed, in rain or at night. - No minimum size has been set for the full lockup, and the standalone mark has a provisional floor of 32 pixels; below 24 the bar and the dome start to merge. - The colour values are screen values. Print needs a proof on the chosen stock, and vehicle work needs measured templates and the operator's approval. - Anonymisation is not a guarantee. Someone who worked on the original commission may still recognise its scope. ## Why it is shown this way **Re-draw the brand. Keep the argument.** The client's own yellow, mark and campaign lines are theirs, and they asked us not to publish them. Re-drawing an identity for a case study is only honest if the replacement is a genuine piece of design rather than a blurred version of the original — so Latitude was designed properly, to the same brief, and labelled as what it is at the top of the page. What carries over is the reason the work looks the way it does: a mark with no small parts, a palette where each colour has a job, and an application set chosen because those are the surfaces a travel brand is actually read on. What does not carry over is anything that could identify the client. | | | |---|---| | Discipline | Brand identity | | Deliverable | Mark, wordmark, colour system, applications | | Identity | Re-drawn for this page | | Mark floor | 32px standalone, provisional | | Applications | Drawn, not photographed | | Metrics held | None | ## Credits - Project: Budget-travel identity, client name withheld - Type: Client work, anonymised at the client's request - Sector: Travel - Services: Brand identity, applications, anonymised re-creation - Year: 2024 - Result: No traffic, booking or revenue figures claimed. --- Read the illustrated page: [Latitude, an anonymised budget-travel brand](https://uxpro.ca/work/latitude)