Metrolinx has recently begun using a new logo on printed materials and other communications, although they have not yet applied it to their web site. I first saw this on printed copies of the Metrolinx white papers.
It’s an interesting logo, in that the new “M” mark is simple and straightforward, yet the arcs surrounding the M give an impression of connecting places together, which is very appropriate for a transportation agency whose motto is “Linking People to Places”. The typefaces and colour usage gives it a clean, modern look.
A columnist at Toronto Life magazine has written that this logo would look good on transit vehicles should Metrolinx ever take over the operations of the TTC, GO Transit, and the other GTHA transit authorities. That may be true, but I doubt that Metrolinx will be interested in taking on that particular fight, unless it can be presented to the municipalities as a winning case.
But Metrolinx’s white papers indicate that adopting a common branding for transit agencies across the GTHA is something that may be a recommended direction to be included in the draft Regional Transit Plan due for release on July 25. The common brand would see all operators adopt a common “look and feel” while retaining local operational control over each system.
There are many ways that such a common brand could be achieved go in different directions, but it would seem reasonable that the Metrolinx logo (either in full or just the M mark) could appear on vehicles and stations, either alone or in conjunction with existing area system logos.
Regular readers will know that I have never been a fan of the DRT logo and its overly-simplistic approach. The emphasis of the word “Transit” above “Durham” in the logo works against clear communication, and there is no clearly identifiable graphical shape to the logo, other than the very thin ellipse surrounding the text.
The Metrolinx logo is everything the DRT logo is not – iconic, clear, and recognizable from a distance. True, other area logos such as GO Transit’s are much better designed than DRT’s, but the idea of having a single marketing strategy for transit in the GTHA is a compelling one to me.
One approach would to be to adopt a common design but with regional colours maintained (e.g. red for TTC, blue for YRT, orange for Mississauga, green for DRT). The Metrolinx logo would then take a prime place as the “face” of the regional transit system, although I admit that I’m not sure I like the idea of losing the iconic GO and TTC logos. Perhaps the current logos could exist alongside the Metrolinx logo?
What do you think? Is there a preferred approach to adopting a single unified regional transit brand for the Greater Toronto and Hamilton Area? Or is it even a good idea?
Filed under: Metrolinx
A common branding scheme allows us to operate the patchwork of systems as one without the politically unpopular (depending on who you ask) measure of takeover and amalgamation. I think it could be a great thing. DRT’s brand may branding may be uninspiring, but Whitby Transit extending into APTA territory would not have had the same impact as a united transit authority does.
As for the systems with good brand recognition (TTC, GO, Hamilton Street Railway), we could take a page from New York City, which added the letters “MTA” before the name of each service.
Staten Island Rapid Transit Operating Authority –> MTA Staten Island Railway
Metropolitan Suburban Bus Authority –> MTA Long Island Bus
etc.
Of course, if this doesn’t come with integrated fares and schedules then the only ones who will benefit is the paint industry.
I hate to always seem cynical towards Metrolinx… but when are they going to present something important? I’m sorry, but I’ve been in transit long enough to have seen history repeat it’s self over and over again. Spending money on making things look pretty when the overall system is not in good health does not impress me. Let me know when they when they get down to the meat and potatoes.
As far as one brand, I don’t think it is needed at this time. Most transit users do not even know of Metrolinx’s existence and it will do nothing to make transit better. Metrolinx is a an organization of politicians. That means there has to be no rhyme or reason to their decisions.
Andy, the “when” will be answered on July 25, in draft from, and this fall, in final form, when Metrolinx will present their plan and their investment strategy. This will include specific line recommendations but also policy directions that Metrolinx will push forward.
As for branding, the point is not necessarily to use the Metrolinx brand – I agree it has no brand cachet at this point – but rather, to present a single “face” to transit in the GTA. Most of the value here is on the communications side (e.g. a single call centre, a single web site) so that users can plan any trip using the same resource. Branding on the vehicles is really advertising for those communications resources.
I’m skeptical too, but have decided to be cautiously optimistic . Metrolinx has done well so far, and I’m willing to give them the time to get past the planning stage and see if they can start getting shovels in the ground.