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Metro Design Studio, design firm
“One of our first tasks was to redesign the agency's image. Our audit looked at use of the current identity across advertising, marketing, signage and fleet design. We quickly realized there was very little visual cohesion. So we circled the wagons and worked quickly to set up standards. We gently redesigned the logo to take advantage of brand equity (the existing mark carried an 83% recognition rate). We selected a single typeface, FF Scala, for all communications, and added DIN for use in signage and maps. Color palettes were composed to indicate service levels, and to surround the logo with eye-catching energy. Custom-drawn icons were commissioned to add to the visual toolkit. Perhaps most important, we established a voice for advertising and customer care that helped us to quickly and dramatically shift negative perceptions to positive. Simple sentence structure, a warm and conversational tone and a touch of humor are now part of Metro's signature. Public approval of the agency now stands at 79%, and ridership is on the rise.”
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