Metro Bus Redesign
Los Angeles Metropolitan Transportation Authority
Los Angeles Metropolitan Transportation Authority
Summary
Industry Setting
Metro (the Los Angeles County Metropolitan Transportation Authority) is among the nation’s three largest transportation agencies. Metro’s 200+ routes – including bus, light rail and subway lines – move nearly 1.5 million Angelinos daily.
Challenge
Metro’s re-branding was necessary because the region had become blind to the pallid marketing efforts of the agency, which was also hampered by years of negative press and low regard by LA residents. In addition, the agency’s popular nickname (MTA) carried negative associations and was in conflict with our service identifier, Metro.
Strategy
We 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. Custom-drawn icons were commissioned to add to the visual toolkit. Photography was paired with messaging to tell our story more vividly. Most important, we established a voice for advertising and customer care; simple sentence structures, a warm and conversational tone, and a touch of humor are now part of Metro’s signature.
Result
Yearly general public surveys tell a tale of steadily increased public recognition and regard. ‘Neutral’ to ‘Strongly Favorable’ rating now stands at 88%; ‘Unfavorable’ responses have dropped from 27% to 12%. 78% of customers say service is better; 81% say Metro’s image is improving. Metro was named America’s Best Transportation Agency by APTA in 2006. And our key factor of success? Discretionary ridership rose from 22% to 29%, an increase of more than twice the national average.
Industry Setting
Metro (the Los Angeles County Metropolitan Transportation Authority) is among the nation’s three largest transportation agencies. Metro’s 200+ routes – including bus, light rail and subway lines – move nearly 1.5 million Angelinos daily.
Challenge
Metro’s re-branding was necessary because the region had become blind to the pallid marketing efforts of the agency, which was also hampered by years of negative press and low regard by LA residents. In addition, the agency’s popular nickname (MTA) carried negative associations and was in conflict with our service identifier, Metro.
Strategy
We 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. Custom-drawn icons were commissioned to add to the visual toolkit. Photography was paired with messaging to tell our story more vividly. Most important, we established a voice for advertising and customer care; simple sentence structures, a warm and conversational tone, and a touch of humor are now part of Metro’s signature.
Result
Yearly general public surveys tell a tale of steadily increased public recognition and regard. ‘Neutral’ to ‘Strongly Favorable’ rating now stands at 88%; ‘Unfavorable’ responses have dropped from 27% to 12%. 78% of customers say service is better; 81% say Metro’s image is improving. Metro was named America’s Best Transportation Agency by APTA in 2006. And our key factor of success? Discretionary ridership rose from 22% to 29%, an increase of more than twice the national average.
