Case 24
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Rebrand
·
Transit

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.
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.
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.
6 lines
4 sign types
3 sizes




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


