Page 54 - Process Book A3_Giacomo Grech

Choosing Core Values & Typography

Core values were a fundamental part of branding. Following previous processes like literature review, research poster, keywords from
research data and key themes led to creating such core values:

Reliability Value Smart Simplicity Effective Dependable Certainty
Credibility

Work/Life Customer
Accessible Efficiency Sustainable Utility Privacy
Balance Satisfaction

Reliability Accessibility Sustainability Customer Smart

Satisfaction

Showing Use of disruptive

consistency Providing clear Promoting Addressing user technology
by time information sustainable travel concerns

Support for Access to alternative Long-term Awarding users Enhancing
system efficiency
users transport options benefits for change

The typography of such application interface used was a sans-serif typeface called ‘Helvetica’. This was chosen due to:

• its connection with road signage emphasizing travel
• its clean lines which matches the minimalist design approach

• emphasizes simplicity, readability and objectivity

• considered as one of the most accessible fonts

• their branding is used mostly in famous logos like

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