Visual Identity
TCB
2017
Visual Identity
TCB
2017
TCB-(Barreiro Public Transports) visual identity redesign started during the process for the 60 years commemorating visual Identity and communication design. The TCB administration ask if i want to be responsible for the TCB visual identity design project and art direction. To meet the needs of various disciplines in this project, I set up a team with the brand / copywriter strategy Vasco Durão, the equipment designer Luís Patrocínio, and the graphic designer Pedro Gonçalves (external TCB designer responsible for the design of the 2015 logo).
In the redesign process, the logo was slightly adjusted, the hexagon abandoned, and the green color set to gain more contrast. This formal debugging makes the logo more timeless, modern, more readable and easy to apply, without losing the typographic and chromatic visual identity codes of the previous TCB logo.
New fonts “Sul Sans and Sul Mono” for TCB were chosen from the typographer Rui Abreu, R‑Typography foundry.
New brand positioning “TCB-Collective Mobility” was created. This allows the brand to position itself in the future as a mobility operator (not just as a bus operator) in Barreiro county with potential for expansion across borders. To reinforce this idea was launched a small pilot project with Collective electric bicycles in the city, already with the new visual identity.To solve some communication issues pointed out by users, a less conservative, closer and younger TCB communication speech tone is found. Communication templates are created for Print and Digital, with simple layouts based on typography, green color, packshot logo + bus + bike (brand identity communication pillars).The layout simplicity with short and close messages allows it to be created quickly to meet the brand daily communication needs.
In 2017 the new visual identity begins to be applied in several brand supports, with the 60 years commemorative seal. Equipment design studies were made by designer Luís Patrocínio, for new urban information signage at all bus stops typologies. New information systems were design , iconography, schedules, routes, etc. New fleet painting scheme prototype was tested on the 125 bus, this paint scheme was applied to 5 more buses that serve as a brand flag to reinforce the TCB change in Barreiro county.
All these projects were leveraged in the strategy of acquiring 60 new buses. Allowing the brand after its 60th birthday affirmation to have strongest identity pillars, to resist time and project it self in the future.
The objective: new information systems updated and improved, signage and greater urban brand presence, faster communication in various media, all this at time for the new fleet in 2018/2019. With the new TCB administration entrance in October 2017, the project (information systems design, signage, fleet painting scheme, communication, shop, offices, etc) was interrupted, without it being finished and fully implemented.