Digital Rail Academy

Naming & Moodboards

Introduction
Over the following pages we have assembled four different options for the brand identity of the Digital Rail Academy.

Each of these four routes include thought around the positioning, naming, strapline, one line description and visual look and feel
for the brand identity.

Our recommendation is that while there are similarities across some of the creative options, each route works best as a ‘package’ and elements are not necessarily interchangeable with other options.

Theme
Learning Data Access
Rationale
Information storage, network, data banks,
technological, organisation, information
Design style
Minimal colour usage (black, white, 1 other)
use of squares, 3D pattern, photography.

Possible name, strapline and description
(in order of preference)
• Mainframe
The digital learning hub
Learn digital, anytime, anywhere
• Platform
Elevate yourself
Learn digital skills at the speed of now

Theme
Smart Technology
Rationale
Internet of things, coding, connections,
information, scale, adaptabillity
Design style
Block colours (lead colour + black, white)
evenly spaced full screen dot patterns,
monospace typography.

Possible name, strapline and description
(in order of preference)
• Connection
The digital curriculum
Your platform for digital proficiency
• Sequence
The digital learning system
Train in digital

Theme
Computational Artificial Intelligence
Rationale
Google assistant, IBM Watson,
thinking, digital brain, sentient
Design style
Deep, rich background colours, movement
vibrant accent colours, depth, blur,
connections, fluid shapes, futuristic.

Possible name, strapline and description
(in order of preference)
• Aura
Grow in digital
Develop your digital ability
• Acumen
Take command of digital
Your personalised digital assistant

Theme
Humanistic Artificial Intelligence
Rationale
Siri, Alexa, answer and response,
conversational, approachable,
Design style
Light effects and animation, tonal, clean,
minimal, spacious, bright, reflective, subtle
gradient and pattern, circles, neutral colours.

Possible name, strapline and description
(in order of preference)
• Clara
Lighting the way
Bringing clarity to digital learning
• Sophie
Learn with Sophie
Sophisticated software for digital learning