DELIVERABLES:
Picton Buslines, is a public transport provider in South-Western Sydney and is responsible for operating numerous bus routes encompassing an extensive network of over 120 bus stops. Following a company-wide restructuring in 2021, Picton Buslines recognised the significance of updating and refining their brand assets to align with the evolving business landscape.
BACKGROUND:
Being the only designer on this project, I took on complete responsibility for the entire creative process - from initial planning and presenting to liaising and ultimately delivering the final product. The primary objective of Picton's rebranding initiative was to enhance its visual identity, while maintaining the company's conservative brand image.
STRATEGY:
- Logo
- Branding & identity style guide
- Timetable
- Uniform
- Bus Exterior signage
- Website content
PICTON BUSLINES BRANDING:
Picton Buslines, is a public transport provider in South-Western Sydney and is responsible for operating numerous bus routes encompassing an extensive network of over 120 bus stops. Following a company-wide restructuring in 2021, Picton Buslines recognised the significance of updating and refining their brand assets to align with the evolving business landscape.
In my design process, I explored different visual styles, including color, type, and shape. The client confirmed their preference for chevron symbolism and traditional typography.
CONCEPT
OUTCOME:
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NIMBUS SANS BOLD
Lorem Ipsum is simply dummy text of the printing and typesetting industry. Lorem Ipsum has been the industry's standard dummy text ever since the 1500s, when an unknown printer took a galley.
NIMBUS SANS REG ITALIC
Lorem Ipsum is simply dummy text of the printing and typesetting industry. Lorem Ipsum has been the industry's standard dummy text ever since the 1500s, when an unknown printer took a galley of type.
Aa
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NIMBUS SANS REG
Lorem Ipsum is simply dummy text of the printing and typesetting industry. Lorem Ipsum has been the industry's standard dummy text ever since the 1500s, when an unknown printer took a galley of type.
DESIGN PROCESS:
The logo has been inspired by a familiar Australian symbol well-known within the transport community. The specific visual application of the Chevron is an abstract visual representation of a bus line route.
The colours are a mixture of acknowledging the past whilst reflecting a new dynamic future. The blue remains the same recognisable Busline’s company colour.
The blood orange is a client directed suggestion that has vibrant and
distinctive attributes.
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The aim was to design a logo that honours tradition while embracing modernity.
Picton Business
Core Values:
Customer and Community
Service and communication
Australian owned
Sustainability and Environment
Safety
BUS LIVERY EXECUTION
To ensure the public effectively recognised the Picton brand on their bus, planning of colours and strategic logo placement was essential. I constructed a visual plan to guarantee the brand's visibility and resonance with the target audience.
Strategic
Brand Visibility: Planning Picton's Bus Livery.
The client sought generic, simplistic visuals for the overall branding deliverables, but they specifically requested vibrant visuals for the employees' equipment.
SIMPLISTIC
BRANDING, VIBRANT
EMPLOYEE EQUIPMENT
