The Edmonton Transit System is an evolving transportation service for the citizens of Edmonton, Alberta, Canada. Servicing a population of over 800,000 in the Greater Edmonton Area, the fleet contains over 200 bus routes, 1000 busses, and 100 light rail vehicles.
The Edmonton Transportation System (ETS) outlines its mission as being a public service that is fully
integrative, easy-to-use, and progressive, and focuses on enforcing its key values of affordability, efficiency, and reliability through its service to Edmontonians. The presented rebrand is intended to present a system of communication that reflects the service's core values, while creating a future-thinking identity that is more personable to its users.
The tagline, 'Moving to the future', reflects a vision that is simplified, modern, and futuristic in thinking and process. This is also communicated through the simplication of the existing logo into one letterform (an E, representing Edmonton), also featuring keylines in the form of common transportation maps. The colour scheme was chosen as a callback to ETS's previous colour scheme used in the 1990s, in addition to its level of contrast for easily identifiable visual elements.
Initial research included an analyzation of the existing mission, vision, and values of ETS, in addition to a through competitor analysis and data collection through a public survey. Participants of the survey, largely from the Edmonton Area, provided demographic data as well as their thoughts on ETS's existing service.
Data collected as a result of the initial research phase was collected and analysed according to strengths, weaknesses, opportunities, and threats (SWOT), further identifying specific pain points and areas of need. This helped shaped 'the big idea' - the notion that ETS is a safe and affordable method of public transportation that exemplifies a consistent level of service.
The decision was made to utilize the letterform of an E, serving as a representation of Edmonton, and development explored the usage of keylines and other shapes, in addition to the development of an accompanying tagline.
Utilizing the generated logo, exploration into its application was conducted through many variations of bus stop applications, brochures, and bus wraps. This incorporated the logo with the accompanying bold colour palette, as well as additional typographical elements when needed.
