GO Train within forest

Metrolinx: Rebranding Canada's largest public transit system

Metrolinx is a regional transportation agency with a mandate to create an integrated transportation system for more than seven million people in Southwestern Ontario. As transit across the region grew, the agency found itself in charge of a myriad of local transit brands without a clear relationship or connection, and confusion in the public realm about its overall role.

BMD was engaged to create a new visual identity system and brand architecture that would position Metrolinx as a leader in its field, signal a newly articulated brand strategy and provide a flexible platform for new programs and large-scale transit initiatives.

Metrolinx posters promoting Ellington crosstown

The logo and system are based on parallel lines and intersections reminiscent of transit maps, signalling Metrolinx’s role as a connector. The simple graphic language provides flexibility and storytelling across communications. The primary black and white palette brings strength and clarity to the brand while a secondary color palette adds variety and refinement.

Front view of GO Train
View of metrolinx logo on top of Go Train
Metrolinx press conference
Hand holding presto card

The new brand architecture works across multiple transit systems and partners, from endorsed services like GO and UP to stronger connections like the PRESTO payment system and individual transit projects. A new endorser device provides links across different transit brands within the network. Tested across multiple platforms and channels, the system has proven to work cohesively across the entire portfolio.

Metrolinx brand architecture map
Presto machine within station
Metrolinx triplinx app
Metrolinx brand architecture
Metrolinx banner above construction zone
“Design can be beautiful, but design that reflects the strategic priorities and values of an organization is a rare thing.”
Jennifer van der Valk, Brand and Marketing Director at Metrolinx
Metrolinx notice posters
Metrolinx branded high visibility vest and helmet
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