Case 24

 · 

Rebrand

 · 

Transit

Urban

Urban

Urban

Shift

Shift

Shift

A city transit system whose signage nobody trusted. One typeface, one arrow logic and a colour per line, tested on the platform before anything was printed.

A city transit system whose signage nobody trusted. One typeface, one arrow logic and a colour per line, tested on the platform before anything was printed.

A city transit system whose signage nobody trusted. One typeface, one arrow logic and a colour per line, tested on the platform before anything was printed.

+40%

+40%

Ridership recall

Ridership recall

312

312

Signs replaced

Signs replaced

14 wks

14 wks

Strategy to rollout

Strategy to rollout

6

6

Lines unified

Lines unified

+40%

+40%

Ridership recall

Ridership recall

312

312

Signs replaced

Signs replaced

14 wks

14 wks

Strategy to rollout

Strategy to rollout

6

6

Lines unified

Lines unified

+40%

+40%

Ridership recall

Ridership recall

312

312

Signs replaced

Signs replaced

14 wks

14 wks

Strategy to rollout

Strategy to rollout

6

6

Lines unified

Lines unified

Client

Metro Transit Authority

Client

Metro Transit Authority

Client

Metro Transit Authority

Year

2026

Year

2026

Year

2026

Scope

Strategy · Identity · Signage · Digital

Scope

Strategy · Identity · Signage · Digital

Scope

Strategy · Identity · Signage · Digital

Team

Three, plus a wayfinding consultant

Team

Three, plus a wayfinding consultant

Team

Three, plus a wayfinding consultant

Client

Metro Transit Authority

Year

2026

Scope

Strategy · Identity · Signage · Digital

Team

Three, plus a wayfinding consultant

01

01

01

The problem

The problem

The problem

Six lines had been branded separately across two decades. Riders read four different arrow styles, three typefaces and a colour system that repeated itself. In testing, first-time riders took over two minutes to find a platform.

02

02

02

What we changed

What we changed

What we changed

One typeface at four sizes, a single arrow drawn once and reused, and a colour assigned per line with a fixed contrast floor. Signage rules were written as a decision tree a fabricator can follow without calling us.

03

03

03

What happened

What happened

What happened

Recall of line colours rose forty per cent in post-rollout intercepts. Time to platform dropped to fifty seconds. The authority now prints new signs from the template without design review.

The system

The system

Specimens as delivered: signage plate, ticket, map panel and the app header.

Specimens as delivered: signage plate, ticket, map panel and the app header.

The system

Specimens as delivered: signage plate, ticket, map panel and the app header.

Platform

Platform

Platform

6 lines

Concourse

Concourse

Concourse

4 sign types

Street

Street

Street

3 sizes

Platform signage plate

Platform signage plate

Aluminium, 1200 × 300 mm

Aluminium, 1200 × 300 mm

Line map panel

Line map panel

Six lines, fixed contrast floor

Six lines, fixed contrast floor

Ticket and pass

Ticket and pass

One ink on recycled stock

One ink on recycled stock

App header

App header

Same arrow, 24 px grid

Same arrow, 24 px grid

We stopped arguing about colour once the rules told us which one to use.

Dana Whitfield

Dana Whitfield

Dana Whitfield

 · 

 · 

Director of Customer Experience, Metro Transit Authority

Director of Customer Experience, Metro Transit Authority

Director of Customer Experience, Metro Transit Authority

Next cases

Next cases

Next cases

Got a system

to

 fix?

Signage, packaging or a brand that has drifted across six teams. Tell us what is broken and we will say how we would approach it.

How this was built

The naming sequence used on this project is written up in full.

Got a system

to

 fix?

Tell us what is broken and we will say how we would approach it.

Got a system

to

 fix?

Signage, packaging or a brand that has drifted across six teams. Tell us what is broken and we will say how we would approach it.

Create a free website with Framer, the website builder loved by startups, designers and agencies.