SPT commissions new logo as part of Glasgow Underground refreshment
Design consultancy Stand has created the new identity for the Glasgow Underground, which is being delivered as part of the design guidelines for its redevelopment.
The branding is set to be adopted through out the service by Scottish Partnership for Transport (SPT) and can be glimpsed for the first time in its 3D rendering of a modernised Hillhead Subway, released last week.
David Fagan, vice chair of SPT headed up a working group including sculptor Andy Scott, creative designer David Ross, Dr Bridget McConnell from the City Council and Gerry Grams, city design advisor for Glasgow.
“The idea was that they would look at setting up looking at the overall design principles under which the modernisation would take place, particularly in terms of the refurbishment of the stations, looking at the approach to lighting, approach to materials and colour palette and branding,” Fagan told The Drum.
“We also looked at lighting effects, security and safety and issues. As part of that work we did have a look at what the branding was like inside the subway and it was rotten and inconsistent. It was all over-the-place. There are some parts of the subway which have a ‘U’ rather than an ‘S’, some parts have different fonts and different colours, so there was a real need to pull that together whilst maintaining the essence of what was already there as a brand. That’s what we tasked Stand with undertaking.”
Fagan continued; “They came back with proposals about colours, type fonts, a logo and a hierarchy of how and where it would be used within the station’s design guide. That fed into what we were doing with the station refurbishment so we worked in partnership with Architect firm Aedes.”
The Design Guidelines for the modernisation of the subway were only fully adopted at the end of last week.
The final page covers best practice branding, wayfinding and environmental graphic design, and highlights ‘Simple’, ‘engaging’, ‘distinctive’, ‘recognisable’, ‘functional’, and ‘ownable’, as its keywords.
In its explanation of the role of brand creation, the guidelines read; “Creating a brand for a transport network, like most brands, begins with a clear requirement to communicate values, culture and personality. But as an extension to this primary role, it also needs to function as a clearly visible beacon, wayfinding and information system, enabling a simple and easy flow through the journey process.”
Hillhead underground station is to be the first station to undergo the ‘facelift’ for the 114 year-old service, which hasn’t been updated since the 70’s, with a budget of between £1.5m and £2m, says Fagan. To overhaul the full Underground, including rolling stock, will cost between £350m and £400m.
“We’re currently in negotiations with The Scottish Government to try and move forward with a substantial modernisation which won’t just include refurbishing then modernising the faces of the subway, but it will include new rolling stock, and new pieces of equipment,” added Fagan.
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