BC Transit Rebrand
May 6th, 2009
Design:
Client: BC Transit, Victoria, BC
Date: 2008
Before
After
BC Transit, the crown corporation that provides public transportation throughout British Columbia (except for Metro Vancouver), has been exploring a new identity including this logo and a new livery. The rebrand has yet to launch system wide, but we’ve been living with the new identity in Victoria for almost a year now. Still, I keep hoping this will undergo one more revision before launch.
Recently, BC Transit has made major efforts to improve services and increase ridership. Rebranding is a logical extension of these efforts; a great opportunity to focus public attention, repackage the transit experience and get us looking positively into the future. Unfortunately, this design feels like a missed opportunity. The italic text and two-colour-gradient-knot business are definitely flashier than the old logo, but they’re too pedestrian to grab anyone’s attention and too amateurish to change public perceptions or create any kind of brand cachet.
As one fellow Victorian has already pointed out, the design also doesn’t say much for the future of new transit solutions in BC. While BC Transit’s mandate refers to “passenger transportation systems and rail systems” and current projects such as the Victoria Regional Rapid Transit Project (VRRTP) are examining solutions from rail to water taxis, this logo (with it’s abstracted road) seems tied to the existing solution – buses and pavement.
-Michael Erdmann
Entry Filed under: Brand, Graphics, Logo, Transportation
7 Comments Add your own
1. The CANADIAN DESIGN RESOU&hellip | May 6th, 2009 at 09:16
[...] the company began experimenting with new paint schemes on the buses before solidifying the identity itself. The first examples of the new livery design actually used the old red and blue colour scheme and [...]
2. Darcy McGee | May 7th, 2009 at 05:49
Rebranding a monopoly service seems like a great way to spend my money…
3. Michael Erdmann | May 7th, 2009 at 12:26
But, they don’t really have a monopoly do they? Their service is transit, which means they’re competing with cars, taxis, bikes, etc.
Rebranding is a legitimate way to increase ridership… especially when coupled with the kind of service improvements they’ve been making… unfortunately, this design probably isn’t gonna do it.
4. Joe Clark | May 7th, 2009 at 15:25
I say again: The typography is atrocious. Fake-italic Handel Gothic?
5. John Ryan | May 7th, 2009 at 19:33
The gradient knot sort of reminds me of Hamilton’s HSR graphics system.
Although at least Hamilton has attempted to retain its brand legacy (for better or worse) by complementing its original emblem with more modern treatments and graphic elements.
As opposed to tossing the baby out with the bath water and chasing 2.0 trends — a strategy that very rarely works.
6. The CANADIAN DESIGN RESOU&hellip | May 7th, 2009 at 20:57
[...] seeing the 2.0 yawnfest that was BC Transit’s rebranding effort, I thought it might be nice to post some government transportation authority branding done [...]
7. Darcy McGee | May 7th, 2009 at 22:15
Redesigning the system might increase ridership. Redesigning the logo won’t.
A while ago the TTC was going to do new streetcars, and the first prototypes were 100% lined with seats with their backs to the windosw and facing each other. Thusly, if you may
- – - – - -
- – - – - -
It was great for the system: more seats, plus more standing room…more passengers for less money.
Passengers complained and said they wanted the seats that face the front and back of the car. thusly, if you may
- – | – - | – -
- – | – - | – -
(I think if you’ve ridden the hell that is the Toronto subway, you’ll understand what I mean.)
The TCC relented and put the front/back facing seats in.
THAT’s a good design effort and one that might have had an effect on ridership. A logo? Nah.
What I’m saying is…it’s a recession, times are tough, people get laid off, you’re wasting my money on a logo? Probably a 500,000 job including redesign of vehicle livery.
In better times I might be less inclined to see it as a waste.
And yes, it is a monopoly…unless you seriously think people wake up each day and think “Damn..I feel like taking the $2.50 BUS today instead of the $20 taxi ride I take every other day.” (Though there are some who choose to cycle instead of waiting for buses…as I do.)
Leave a Comment
Some HTML allowed:
<a href="" title=""> <abbr title=""> <acronym title=""> <b> <blockquote cite=""> <cite> <code> <del datetime=""> <em> <i> <q cite=""> <strike> <strong>
Trackback this post | Subscribe to the comments via RSS Feed