Wednesday, May 31, 2017

Iconic tram for Hong Kong Tramways

Hong Kong Tramways operates the tram system in Hong Kong. Last week it launched a friendly new symbol, designed by local agency Stepworks.

The old logo was reportedly introduced in 1974 when Hong Kong was still under British rule. The new one replaces the abstract "track fountain" with a more literal image of a friendly tram. A press release further explains how the new symbol reflects iconicity, care, cleverness and convenience.
Previous logo.

The new logo and visual identity, which are a nod to the company’s heritage as well as its vision for the coming years, aim at fully reflecting Tramways’ DNA:
  • “Iconic – Protect our heritage” = the famous double-decker is instantly recognizable as Hong Kong's beloved Ding Ding which occupies a unique place in hearts and ears.
  • “Caring – Take care of our life” = the green Bauhinia leaf in the background represents the tram’s environmental, safety and social commitments to the public.
  • “Clever – Progress our service” = the headlamp shining the way ahead illustrates our can-do spirit to keep going beyond the expectations of the 21st century passengers.
  • “Convenient – Facilitate our rides” = the bumper subtle smile expresses Ding Ding’s friendly personality and faithful service offering easy, accessible and frequent rides.
Starting from today, Tramways is going to deploy this new graphic system while improving the passenger information: on the stop signage to make it more conspicuous, on the route map to make it clearer, on the website to make it more user-friendly, and on other passenger materials. All creatives have been designed in collaboration with Stepworks, an independent Hong Kong based branding agency. - Press release

Marketing Interactive

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