ICON Magazine asked Moniker to participate in Re:Think, an editorial assignment to take an existing product or service and reimagine it. As both fans and critics of public transportation, the Hyperloop was an obvious choice for our attention. While we explored the visual identity, we brought in long-time studio collaborators A Hundred Monkeys to rethink the name, and Ben Mingo to consider the ticket-buying experience.

Considering the Hyperloop is a groundbreaking technology that will go faster than an airplane, a friendlier name that feels both fun and democratic would help put potential Hyperloop riders at ease. Given the equity that the Hyperloop name already possesses, we felt that it was best to play off of it rather than appending it or disregarding it entirely.

The simple option of rebranding the service as ‘Hoop’ works on several levels. The name is ‘Hyperloop’, but with the letters in the middle removed. This has the effect of actually making the name faster, paralleling what the company is looking to do to in transportation infrastructure, while making it more approachable. Hoop also references the tunnels that will be housing the shuttles as they move through the system.

The new name allows for Hyperloop to remain as a parent brand, and be referenced – as Hoop by Hyperloop, perhaps — in spheres such as engineering, construction and recruiting, where the futuristic, fast attributes are more appealing.

Two circular ends of a tube join together to create an iconic symbol visualizing how Hoop shortens the distance between locations. The mark is simple and iconic and is used across the system in a way that will build recognition over time. The color palette hinges on a single bright yellow for it’s distinct quality and ownability amongst the existing transportation landscape. Typography is neutral, meant to lend comfort and stability to the new technology while feeling approachable, letting people know this is a transport system for all.

ICON Magazine asked Moniker to participate in Re:Think, an editorial assignment to take an existing product or service and reimagine it. As both fans and critics of public transportation, the Hyperloop was an obvious choice for our attention. While we explored the visual identity, we brought in long-time studio collaborators A Hundred Monkeys to rethink the name, and Ben Mingo to consider the ticket-buying experience.

Considering the Hyperloop is a groundbreaking technology that will go faster than an airplane, a friendlier name that feels both fun and democratic would help put potential Hyperloop riders at ease. Given the equity that the Hyperloop name already possesses, we felt that it was best to play off of it rather than appending it or disregarding it entirely.

The simple option of rebranding the service as ‘Hoop’ works on several levels. The name is ‘Hyperloop’, but with the letters in the middle removed. This has the effect of actually making the name faster, paralleling what the company is looking to do to in transportation infrastructure, while making it more approachable. Hoop also references the tunnels that will be housing the shuttles as they move through the system.

The new name allows for Hyperloop to remain as a parent brand, and be referenced – as Hoop by Hyperloop, perhaps — in spheres such as engineering, construction and recruiting, where the futuristic, fast attributes are more appealing.

Two circular ends of a tube join together to create an iconic symbol visualizing how Hoop shortens the distance between locations. The mark is simple and iconic and is used across the system in a way that will build recognition over time. The color palette hinges on a single bright yellow for it’s distinct quality and ownability amongst the existing transportation landscape. Typography is neutral, meant to lend comfort and stability to the new technology while feeling approachable, letting people know this is a transport system for all.