Opinions on corporate and brand identity work.

A division of UnderConsideration.








Share ›

New Logo for Portland Streetcar by Spoke
 

before

after

Noted Mar. 16, 2015 by Armin

Industry / Transportation Tags /

About

“The Portland Streetcar is a streetcar system in Portland, Oregon, that opened in 2001 and serves areas surrounding downtown Portland. The two-route system serves some 20,000 daily riders. As with the heavier-duty MAX Light Rail network which serves the broader Portland metropolitan area, Portland Streetcars are operated and maintained by TriMet. But unlike MAX, the streetcar system is owned by the city of Portland and managed by Portland Streetcar Incorporated, a non-profit public benefit corporation whose board of directors report to the city’s Bureau of Transportation.” (Wikipedia)

Design by

Spoke (Portland, OR)

Related links

N/A

Relevant quote
The Portland Streetcar logo represents the 'S' of Streetcar, its rails, the bridges it crosses, and the two halves of Portland coming together.

Provided brand guidelines

Images (opinion after)
New Logo for Portland Streetcar by Spoke
Logo detail.
New Logo for Portland Streetcar by Spoke
“The Portland Streetcar logo represents the ‘S’ of Streetcar, its rails, the bridges it crosses, and the two halves of Portland coming together.” (Somebody needs to clean up this graphic!)
New Logo for Portland Streetcar by Spoke
Color variations.
New Logo for Portland Streetcar by Spoke
New Logo for Portland Streetcar by Spoke
Logo in use.
Opinion

The previous logo was very naive and simplistic in concept and execution and very unhelpful to apply in a good way. The new logo has some strong ideas in the monogram with the tracks cutting through the abstract "S" and the two circle halves representing the two lines available. The execution is okay but it feels as if it could have used a little refinement and some optical corrections. The main and alternate color choices could have also been better, somehow it feels less elegant or contemporary than it could be. The typography — a modified version of Priori Sans — is okay, although the "C" in "CAR" is distractingly wide. Overall, no doubt an improvement.

Thanks to Jonathan Hendryx for the tip.

Your opinion…

On Monogram


Total

On Wordmark


Total

Comments


Share ›

Spotted Around the web

New Logo for Flexera

New Logo for Flexera
 
Spotted Aug. 15, 2017

New Icon for iOS App Store

New Icon for iOS App Store
 
Spotted Aug. 15, 2017

Pinned Recent, Big Stories

New Logo for NASCAR

New Logo for NASCAR
 
Posted Jan. 4, 2017

Curated Good for Stencils

New Logo for WSP by Sid Lee

New Logo for WSP by Sid Lee
 
Spotted May. 16, 2017