STM CORPORATE IDENTITY by Sid Lee Montreal for SOCIETE DE TRANSPORT DE MONTREAL

STM CORPORATE IDENTITY

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Industry Public Transport, Mass Transit
Media Design & Branding
Market Canada
Agency Sid Lee Montreal
Released May 2009

Credits & Description

Category: Large Scale Corporate Identity Schemes
Advertiser: SOCIÉTÉ DE TRANSPORT DE MONTRÉAL
Product/Service: PUBLIC TRANSPORTATION
Agency: SID LEE
Date of First Appearance: May 28 2009 12:00AM
Entrant Company: SID LEE, Montréal, CANADA
Entry URL: http://www.mouvementcollectif.org/SWF/?en/
Strategic partner: (Cohésion Stratégie)
Studio: (M&H Graphics)
Media placement: Corporate Identity - Across All Communication Platforms - 28 May 2009

Describe the challenges and key objectives
Despite major changes within the company, the STM’s image prevented it from being perceived as an appealing mode of transportation. People viewed it as a traditional and static institution. Its corporate image evoked its past rather than its vision for the future. In order to encourage people to take public transit, a visual language had to be created, one which would unite the interests of the public and the STM.

Describe the brief from the client
The STM went green, a shift that saw it acquire new buses, request new metro cars, reduce its energy consumption and start to use biodegradable cleaning products, among others. The STM also increased service on its metro and bus routes, making public transit an efficient and environmentally friendly way to commute. In order to attract new users, the STM would have to change its corporate image to reflect its progressive, eco-friendly positioning.

Describe how you arrived at the final design
The visual language developed by us sees the STM (blue arrow) join forces with the user (yellow arrow) to create the green arrow. This joint initiative, given the name 'Society in Motion', was the starting point for getting the public on board. The new image was introduced through an advertising campaign, and gradually took over as the brand image of the STM.

Give some indication of how successful the outcome was in the market
Before the new corporate image and advertising campaign were unveiled, 73% of Montrealers were unaware the environment was a priority for the STM. After: -86% of Montrealers see the STM as a company that cares about the environment. -83% see public transit as a good way of doing their part for the environment. -67% believe the STM’s new image encourages them to use public transit.