Bruce Mau Design

Repositioning Canada's largest transportation agency

Metrolinx: Repositioning Canada's largest transportation agency

Metrolinx is Canada’s largest regional transportation agency with a mandate to create an integrated transportation system across southern 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, as well as confusion in the public realm about its overall role. BMD was engaged to create a visual identity system and brand architecture that would position Metrolinx as a leader among agencies, signal a newly articulated brand strategy, and provide a flexible platform for new programs and large-scale transit initiatives.
BMD created a new primary logo along with an endorser device to provide links across different agencies. The logo and system are based on parallel lines and intersections reminiscent of transit maps, signalling its strength 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 colour palette adds variety and refinement. A new brand architecture works across multiple transit systems and partners, from endorsed services like GO and UP, to stronger connections like payment systems and individual transit projects. Expressed across multiple platforms and channels, BMD was able to demonstrate how the system can work cohesively across the entire portfolio.

BMD continues to partner with Metrolinx, designing across a variety of communication touch points.

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We helped Metrolinx realise that what they're really doing is creating connections – between people, between locations, and between modalities of transport.

Old brand architecture
New brand architecture

Our experience with BMD was nothing short of exceptional. 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