ON July 31 Singapore’s Land Transport Authority introduced a new identity and signage for public transport. The S$3·9m branding aims to create a strong visual image with a common identity across all trains, buses and taxis.
Citigate Lloyd Northover produced comprehensive design guidelines for the new identity. A unique typeface has been designed, and all signs, maps and advertising panels will share common features. A general public transport symbol has been devised. Based on the shape of the island, it provides a visual link across all modes.