Building a frictionless world


Hyperloop Transportation Technologies have a clear goal: to revolutionise mobility by offering super-fast travel speeds at ground level. They have developed frictionless electromagnetic levitation technology that can propel passengers and freight at up to 1223km/h, silently and emission free.

The company is now entering a crucial phase of growth. Supported by a strong foundation of agreements with some of the world’s leading economies, it is building systems for both passenger and commercial transport.

HyperloopTT approached Saffron to help evolve their brand to reflect the credibility of the technology and the team, and to deliver a brand that can launch them into the next phase of development.

Using HyperloopTT’s strategic foundation as inspiration, we created a purpose-led design philosophy.

Honing in on the tangible benefits HyperloopTT will bring to passengers’ lives, the concept is built around the creation of ‘More’. By delivering the next breakthrough in mobility, Hyperloop will make peoples’ lives more frictionless, empowering people to have more time, choice and freedom.

Taking the lead

The brand identity moves beyond tropes of speed which crowd the market. Instead, the brand assets employ a principle of ‘More’ to create a distinctive wordmark, iconic symbol and design toolkit that differentiates HyperloopTT from competitors, essential during this stage of their rapid progress.

Building faith and credibility

Equipped with a visual language and inspirational art direction that reflect their vision, the talented international team can now bolster their revolutionary technology with a coherent experience. The guidelines set the course for an identity that will help the company build credibility with consistency across all platforms.

Saffron’s global perspective and experience ensures that our brand is well-positioned for our very exciting future.

Robert Miller


Move humanity forward

Building on HyperloopTT’s clear vision to move humanity forward by revolutionising mobility, the new brand is a key step in the company’s path to implementing the world’s first Hyperloop transport system.

Telling the story of the future

The brand tells the company’s story to the different groups that they communicate with. Alongside unpacking the time-saving potential to passengers, it demonstrates to governments their engagement with urban planning and regulation whilst convincing investors of their capabilities to deliver on their business model.

The brand was unveiled in Cleveland, Ohio, alongside the positive feasibility study for the Great Lakes system, which will reduce travel times between Chicago and Cleveland from 5-6 hours by car to 32 minutes.

We are delighted to have partnered with HyperloopTT’s global team, from LA to Toulouse, and look forward to seeing them revolutionise travel for the 21st century.

In conversation with Hyperloop

In this podcast episode, Saffron Creative Director Drew Coughlan catches up with Robert Miller (CMO at Hyperloop TT) to delve deeper into the Hyperloop TT branding project, the challenges the mobility industry faces, and how their new brand is continuing to create real impact for their business.


A discussion with Hyperloop TT

  • EN / 26MINS
  • 17Sep 2021