I started with research
, starting with a competitive brand audit. I researched other transit systems, mostly in Europe
and East Asia
, looking at logo, language, brand across mediums, and website (it’s a wonderful rabbit hole I’d be happy to fall into again any day). From that, and through looking at the existing King County Metro identity, I created a brand positioning statement to guide my design decisions. Next was the logo
. I landed on a little double entendre solution that marries a classic metro ‘M’ with a hint at King County’s name. It’s minimal (and therefore clear), and specific to the county. The logo mark provides the most basic building block to start the next step: carrying out the brand.
This took the bulk of the quarter. The identity was fairly in flux, and having a logo and positioning statement was crucial in keeping me focused and consistent. Once everything was in place visually, the brand guidelines
were the nice bow that tied it all together. See the full brand guidelines.