For our branding project, Eric, Sara and I had several conversations clarifying our goals and purpose as an organization.
We realized that we didn’t want our ‘brand’ to overtake the designs that we develop for our mainly public sector clients. We aimed to be simple, streamlined, classic, yet modern, and agnostic, a bit like our name. Route.
The logo evolved out of research of public agency brands, including the iconic 70s design of the EPA, NYC DOT, MTA and others.
The letterforms employ forms from the transit mapping process. We wanted to evoke movement, as well as clean and legible navigation.
Staying to our ‘unbranded’ name and aesthetic, we didn’t want Route to be associated with any one color. We chose a classic yet modern palette to rotate our logo through on our website, adding an element of fun and surprise.
The website navigation was planned to be clean and straightforward. The page scrolls along a route, changing color section by section. In addition to the transit-line visual elements, we added physical/human symbols. Cyclists, buses, ferries and other modes of transport subtly move across the page.