Citigate Lloyd Northover has been brought on board this week by Centro, the West Midlands Transport Executive, to design a co-ordinating identity for public transport in the region, in a project that could ultimately be worth £500 000 to the group.
The work, which comes as the regional body moves to decrease dependence on private vehicles, will encompass bus, train and tram services.
The brief’s first phase involves agreeing the brand strategy and ‘network identifier’ for what will be known as Network West Midlands. Currently train operating companies, buses and the Metro tram system all have separate identities and no shared marque.
The aim, says CLN chairman Jim Northover, is to bring greater consistency to how transport services are communicated.
‘As an executive body, Centro has an identity and a brand, [but] nothing that makes it coherent at an operational level,’ he explains.
Particular emphasis will go on improving the co-ordination of information timetabling and ticketing, while at the same time avoiding any duplication.
CLN director Sholto Lindsay-Smith and head of design Jeremy Shaw are working with Northover on the project. The group won the brief after a four-way pitch.