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New Logo and Identity for Movingo and Mälartåg by Essen International
 

before

after

Noted Dec. 19, 2017 by Armin

Industry / Transportation Tags /

About

(Est. 2017) ” People live, work and move more and more within the Mälardal region, and billion are invested in more traffic, new trains and new trains. In order to enable more people to commute and use this bet from October 1, 2017 a new commuter ticket under the name Movingo. The goal is to simplify and get more people to travel together. Movingo makes it easier to travel collectively, all the way from home to work. A news compared with previous SJ / TiM tickets is that local traffic is always included. Movingo applies to regional rail traffic for Mälarbanan, Nyköpingsbanan, Sörmlandspilen, Svealandsbanan, UVEN (Linköping-Eskilstuna-Västerås-Sala), Stockholm-Uppsala and TrosaBussen.” New trains under the brand Mälartåg will also be introduced.

Design by

Essen International (Stockholm, Sweden / San Francisco, CA)

Related links

Essen International project page

Images (opinion after)
New Logo and Identity for Movingo and Mälartåg by Essen International
Icon explanation, connecting to the Mälardal region.
New Logo and Identity for Movingo and Mälartåg by Essen International
New Logo and Identity for Movingo and Mälartåg by Essen International
Movingo and Mälartåg logos.
New Logo and Identity for Movingo and Mälartåg by Essen International
New Logo and Identity for Movingo and Mälartåg by Essen International
New Logo and Identity for Movingo and Mälartåg by Essen International
Custom typeface.
New Logo and Identity for Movingo and Mälartåg by Essen International
Icons.
New Logo and Identity for Movingo and Mälartåg by Essen International
Brochures.
New Logo and Identity for Movingo and Mälartåg by Essen International
Cup.
New Logo and Identity for Movingo and Mälartåg by Essen International
Livery.
New Logo and Identity for Movingo and Mälartåg by Essen International
System map.
New Logo and Identity for Movingo and Mälartåg by Essen International
Restroom sign.
Opinion

The old logo was super dry and completely forgettable (and now that a new brand name is replacing it it will literally be forgotten). The new ticketing system and train brand names are unified by the same icon — an abstract, blobby set of circles that illustrate the geographical connection between the Mälardal region and Stockholm — and a custom typeface. The icon is cool on its own and it has a nice fluid silhouette that could make you think of a smooth journey while the hard-angled sans serif looks slightly tech-ish (highlighting the app-driven approach for the ticketing) and also industrious (making it look like it will work as advertised). The color palette feels fresh and contemporary and all the applications have a cool Swedishness to them that’s quite appealing.

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Logo Before & After
Sample Application

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