West Yorkshire Ticketing Company has unveiled the branding for an Oyster-style travel card, the MCard, which will eventually replace Metro tickets for all bus and rail operators in the region.
Branding activity was carried out by Our Agency, which won the pitch a year ago. The design keeps the familiarity of the Metro brand but introduces representation for individual journeys, including work, leisure and social icons.
Owner of Our Agency Ian Winterbottom said: "We've been looking forward to seeing the realisation of this project for almost a year. Apart from our client and some confidential focus groups, no one outside our organisation has seen the brand, at last we can talk about it."