A new era for a beloved Hong Kong icon

Transport service rebrand signals commitment to change

Simple isn’t easy. The development process for Tramways’ corporate identity involved many months of research and experimentation.

Numerous parties were involved and multiple directions were considered.

Out of the deliberate process came the final logo and associated graphics. The corporate identity expresses the brand DNA with balanced emotion.

Brand guidelines mandate the correct application. The Tramways team became deeply involved in the new brand rollout as it was applied to every aspect of the organisation. Through this process they were made aware of the parent company’s commitment to the service.

Value created

Raised team morale – The brand relaunch sparked enthusiasm among the entire Tramways team, from workshop technicians and motormen to senior managers.

Strengthened perceptions – The refreshed brand is a tangible expression of the many innovations introduced by the network operator to streamline and modernise the service.

The new corporate identity was applied to every aspect of the operation
The rebranding initiative included a new wayfinding system with a route map that is much easier and faster to use
Every detail counts when leading change

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