The MUNI marketing department requested an update from tractor for it's visual identity overhaul. After conducting visual audits and interviews with employees, passengers and tourists, we learned how to create opportunities to improve it's wayfinding and communication systems. Next, we developed multiple visual concepts considering identity evolution through nomenclature, vehicle graphics, typography, color, signage, kiosks, and maps for the subway, bus and street car systems. Then, we developed a rollout plan and timetable for printing and application for the different system touch points.

Highlight: The MUNI brand is sacred in San Francisco. Designed by Walter Landor, we could not touch the core logotype. However, we did create a corporate identity manual for rollout and maintenance of the identity.