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Smarter Choices
The brief
To rebrand three Go North East ticketing offers with the objective of making them more unified, relevant, accessible and recognisable to the North East bus traveler.
With more and more people taking to public transport in Tyne & Wear - in the year ending 2009 there was a reported increase of 4.1% with bus travel alone responsible for 91% of this increase (source - Nexus) - Go North East are focused on ensuring that their offers are communicated effectively to this growing marketplace.
The three Go North East ticket incentives that we were tasked with rebranding were:
Buzz Fare - For regular travelers
Get Around - Aimed at students
Cheap Day Return - For occasional travelers
Each offer has been designed for specific passenger behaviour but their appeal also overlaps multiple groups of customers and as such need to be strongly linked, easily recognised and readily accessed.
These fare structures are also linked in with an innovative product launched by Go North East called ‘The key’ - aimed at unlocking travel as a smart new way to pay for travel via an interactive payment card so the ticket offer brands need to work closely and fit nicely with promotional media for this.
Our solution was to make a set of icons that would infer transportation and getting from a to b and as most bus travel is effectively circuitous (in a commuter context) we wanted the logos to reflect this which is why we used the motif of the circular arrow(s) as the key identifier of the logo family.
The logos also need to sit comfortably on and alongside a diverse range of media ranging from the sides of busses, tickets, timetables, the company website and other online media.
All aboard!
Looks..
Travel focused
Says..
Go North East run an integrated and innovative set of ticket schemes
Does..
Presents Go North East’s ticket incentive schemes in a unified, relevant and accessible logo family
Our Role...
Brand Development
Design for Print
Sectors...
Environment
Services