SYDNEY METRO BRAND CREATION
Branding Australia's largest public infrastructure project
Challenge
The NSW Government needed to turn the Sydney Rapid Transit project into a customer facing brand as they neared completion and launch.
Approach
We developed the brand identity for Sydney Metro signalling the arrival of a new railway network that would soon revolutionise the way Sydney travelled.
Solution
Through various comms, media, construction hoardings, public education material and customer information centres, the Sydney Metro brand quickly gained awareness amongst industry, community stakeholders and the general public.
LOGO
BRAND GUIDELINES
DESIGN ROLLOUT
BRAND GUARDIANSHIP
Completed at Transport for NSW
BRAND MARK: The brand mark is a modern take on an established international metro mnemonic (M). Typography ties the Sydney Metro identity into the wider Transport for NSW brand family. Simple brand architecture delineates each of the lines under construction.
APPLICATION: From press launches, construction hoardings and giant tunnel boring machines through to education centres and pop-up community engagement, the Sydney Metro project brand needed to be instantly recognisable and bold for recognition across government and the general public.
BRAND GUIDELINES: Extensive brand guidelines ensured consistent brand application across a wide variety of comms – PPE gear, pop-up banners, press releases, community engagement material, government presentations and reports, fact sheets and digital engagement tools.