TYTO
Logotype, Brand Identity, Icon System, Signage, UI/UX, Conceptual work
An organization providing information, signage and an application for outdoor enthusiasts.
The scientific name of the barn owl; Tyto alba gives its name to the organization. In Greek tradition the owl symbolizes knowledge, and as a seasoned inhabitant of the forest, it bears the most fitting name for such an organization.
The tagline acts as an easy to remember descriptor of TYTO. "Knowing Nature" is what simply characterizes both the organization and the owl.
The logotype is shaped by the trails that cross and interweave on the terrain. Geometric shapes are a nod to the analytic nature of TYTO. Orange as a brand color symbolizes activity and liveliness, as these characterize its target audience.
The icon system borrows the design elements of the logotype to create functional communication. Each icon represents an activity included in the application, from hiking to sailing.
TYTO hiking logotype in orange and warm white brand colors. Inspired by trail lines on the map.
TYTO icon set design for outdoor activities. The icons show hiking, trail running, alpine climbing, backcountry ski, crosscountry ski, snowshoe, mountain bike, road bike, bicycle touring, off road, dual-sport motorbike, quad bike, kayak canoe, sail boat and rafting.
A line, which acts as a supportive graphic in the TYTO hiking brand, that resembles the eye on the river on map, placed on top of a photo of a river.
TYTO hiking business cards designed according to the brand. The image shows both sides of the card and two different back sides are shown. The backsides feature different lines that act as a supportive graphic to the brand embossed on them and the TYTO logotype in white print. Each back side is of a different paper, the first is in brown ecological paper and the second an orange paper. The front side is in a warm white paper. It features all information in the orange brand color and on the upper right corner the TYTO symbol is embossed.
A mail bag, box and booklet, all in the brand colors and identity of TYTO hiking. The bag is orange with two warm white lines passing through it and features the TYTO logotype and website on it. The box is made of brown recycled paper, it is perforated in order to be opened. An arrow is printed in warm white to indicate the way to open the box. A warm white line also passes through the box and the TYTO logotype is printed in warm white in the bottom left, along with contact details and at the top left it writes a quote.
The TYTO hiking logotype in warm white, placed in a photo of an orange tent in the forest. Elements of the photo like rocks and trees overlap with the logo, as to seem placed in the scene.
The application's UI is designed in a minimalist way to highly promote functionality. The GPS is a useful tool for all hikers and adventurists, while the ability to save and share trails within the app makes it an all inclusive platform. Throughout the user interface dominant brand colors along with typography form the solid identity of TYTO.
4 mobile devices showcasing the TYTO hiking app UI design. All 4 screens show different pages of the app, feature the warm white as a dominant brand color and orange as an accent color. The first screen showcases the profile section, the second a list of trails that the user bookmarks, the third is a leaderboard of users that have been on mount Tymfi and features the photo of a mountain and the fourth is the live recording section which is the topographic map and the users position.
As the signs placed by TYTO are outdoors they need to be universally understood and durable. Different numbers where used to easily identify each trail as to avoid confusion. Direction arrows and milestones including distance and altitude are vital to all trekkers. Connective trails and landmarks are in orange, while danger symbols are in yellow.
The materials of choice are wood poles and reflective metal signs. These ensure that the signage system will be both durable and highly visible.
TYTO hiking outdoor signage showcase. A wooden pole that features a warm white metal plate with a direction arrow and an orange plate that indicates the trail number. A wooden board is also shown on which a large metal plate is fixed showing the topographic map of the location and a legend. The map is designed in the brand of TYTO. The silhouette of a hiker is next to both the pole and map, to indicate the size of the objects. The map is as tall as a person and the pole half as tall.
Close up of the three wooden poles with square metal plates that act as the signage system of TYTO hiking. The first one has 4 metal plates in two sections. Both sections feature a direction arrow on a warm white metal plate and the trail indicator in an orange metal plate. The second pole features a metal plate with the direction arrow, one with the trail and a third warm white metal plate with the names of places the trail leads to and distance and altitude information about them.
The TYTO hiking signage system showcased in flat graphics. All signs are square, direction arrows and distance information plates are in warm white. Trail numbers, connective trails and points of interest are in orange. Signs that idnicate danger ar in yellow.
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