Design and Branding
Table of contents
No headersBlair - freelance graphic designer
-interest in how it brands and markets itself and the effectiveness of it
1) BRAND PERCEPTIONS
• Ads from the Union - the design of it was eyecatching (WorthAMillion campaign) - maroon and creme colour scheme
• TTC classic 1950s feel - attractive
• Toronto Subway Typeface - classic, comfortable
• Updating of existing design standards to bring it "forward"
• Museum Station redo
• Inconsistent branding and design that carries through (different every time)
• Amateurish
• There's a lot of talent in the city why aren't we tapping into it
• Signage design - also inconsistent
• Don't have a strong visual image of what the TTC looks like
• Tube example - signs have a template
• Attention to detail
• A unified system makes things so much easier - it becomes conducive and natural - don't need to decipher things
• VIVA is a good example of consistent branding - expanded out to the YRT system as a whole - taking steps by using separate stages "moving forward"
• TTC Brand USED to be the one to show "moving forward"
• Transit City ad with people out in front - useless message? Focused ads better
• Used to do great TTC advertisement on TV
• "Don't ask us" mentality, the onus is always on the customer right now
• "We are the owners of the TTC" campaign?
• Chicago is moving to an all unified approach to design and customer info
• St Clair has spot of notices, but they are still using the poles -- example of inconsistency
• "Red Rocket" suddenly being applied to subway when it was a streetcar
• A value of having a single transit plan across the GTA? A common brand?
• www.511.org
• Using different colours and brands to distinguish different types of service
• Yonge-University-Spadina Line is a mouthful - an indication of branding inconsistency
• Signage inconsistent
• Example - Bloor-Yonge Station, don't even bother looking at the signs.. they don't make any sense
• St George signage test there not brought to other stations
• Removing things seems so quickly (i.e. escalator) but adding things take so long
• Show transit as a place you want to be, yet you walk into some stations that look like a third world country
• Union Station "Transit Stuff"
• Tender process stymies design?
• Value in the brand
• Showing pictures of the earlier system
• TTC has massive marketing problem
• Look beyond the boundaries that are in the way today and go further, have a plan
SOLUTIONS?
• Take advantage of the enthusiasm that exists in the transit community - Capitalize on the ideas that come out, like spacing buttons and transit camp ideas
• Have staff spend time on the system - to have time for them - understand the customer and the market
• System had to be in "survival mode" for a long time and now we're on
• Toronto has a lot of good product already, what can do to make it better
• VIVA as an example again
• Positive experience
• The horrible dig at TTC as "Take The Car"
• It is improving somewhat -- i.e. with Doors Open and Nuit Blanche... New Years Eve - brand is improving
• There needs to be a change in the culture before an effective marketing campaign
• People are interested in the history and culture of TTC - capitalize on it
• There's something about the history that attracts people
• Museums and tours all improving the branding
• Word-of-mouth advertising
- Tag page
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- What links here
TTC in NOT "the better way" when there is a threat of strike every few years. It is aweful branding to have the threat of service removal every few years. It is not reliable and not convienient if there is a strike threat every few years. I could buy a car that lasts 10 years and avoid 3 strike threats. It should be declared an essential service to avoid this branding issue.
I think all public transit across the province should have conistent signage & information delivery methods. I think public transit should be set up like airport/highway signage, there needs to be some consistency if we are to get inter-regional transit efficient. Trying to navigate Viva & TTC & Missiauga transit transitions is a nightmare, it's like being stranded in a country where you don't speak the language. I'm used to taking the TTC, I was excited to have a reason to try Viva. I got to Finch GO terminal OK, OK found the map, determined what route to take. Line up in ticket line, get to front, Oh no they don't sell singles only multi tickets (put us sign saying so please), go to ticket machine, it asks for Fare zone 1 or 2? Well map didn't say what's zone 1 or 2? I ended up having to ask a stranger for help.
I like how the TTC seems to be partnering with local events like Nuit Blanche, or late service on New Year's or Playing up being able to view Lower Bay station during track re-construction was great, I & everyone in the same train car, seemed to be on the train just to see the station, there was a communal "oh" sigh when everyone realized it looked just like the normal Bay station, but it was still neat to see it. I think it really promotes community partnership and that the TTC is reactive to the changing customer needs, and goes a long way to help erase 1950's mentality. I think they should have zone/circit-routes for Doors Open Toronto.
Help erase 1950's images, images so stoic and posed, you need more hip/current photos in ads, I'm not talking pop-culture/graffiti art, just more modern & urban & relaxed, yes you might actually need to re-photograph people images every 5 years, no picture will look appealing after 20 years.
Value in the brand; Is my money well spent branding? I don't think so when I see workers sitting at stations to visually see you have a metro pass. I can't believe it isn't cheaper in the long run to install more card readers on more turnstalls instead of only having them on two turnstalls, then it is to pay someone to sit there. Maybe point out where value is, it costs X less than driving, you could read X number of books instead of sitting in traffic, and it beats X years in Jail for drinking & driving (partner with MADD tv ads?).