To start out the branding process, I began thinking about my brand values. I quickly wrote down potential values before going through and selecting the strongest ones.
I then carried on narrowing down to 5 values, and developed these out beyond just single words to quickly describe wha they meant to the brand.
Overall, I was pleased with the values I had chosen and felt they represented the idea of the product well. I found that expanding on the values into short statements to work really well at solidifying them and contextualising them better.
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A basis for any transport network to work off.
An opportunity to bring people and networks together
Designed to require the minimal amount of user effort.
Built to grow and change, adapting to needs of the future.
A better public transport experience, for both peopleand networks.
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I next started thinking about the name of the brand. The tricky part here was finding something that would encapsulate the brand and the other networks that would work within it. Because this product is more of a platform for other brands to provide services, I think this is an interesting challenge for this branding process, as the brand can’t be overly distinct as to overshadow the brands that live within it.
I chose the name Metronet, as I felt it encapsulated the concept of the product well, as well as sounding good when spoken.
To develop this further, I chose the tagline “transporting people, together” which again reflect both sides of the brand for the end users and networks.
Before thinking about logos, I wanted to pull together a bit of a mood board. I started by grabbing a load of inspiration from old public transport posters and maps. I think bringing a modern twist of some of the ideas here could be an effective way to go as these are from time where there was real excitement around public transport and how it would revolutionise mobility. This energy is something I want to encapsulate in the brand as I think it will be effective at getting people to engage with the service.
I then started sketching some ideas around my logo. This was tricky as I didn’t want to be too conventional or literal with the mark. There’s a lot of transport logos already, and I didn’t want to just do something that would blend in.