Dublin Bus

In 2006, Image Now were tasked with a review of the Dublin Bus identity. Following an extensive visual audit, research and workshop sessions with key stakeholders, the recommendation was that the Dublin Bus identity should be overhauled to reflect the organisation’s governing values of Community, Connection and Progress. As well as retaining the value in the existing Dublin Bus name and iconography, the guiding principles of clarity, simplicity, visibility and continuity informed every aspect of the Dublin Bus identity development. These guiding principles were, in turn, applied to all subsequent communications and the many passenger information points in the Greater Dublin area.   ∧

Central to the identity design brief was the need to redefine the logo so as to create a crisper, more easily identifiable mark. The symbol of Dublin Castle, rendered in the form of the Dublin Bus initials, was retained but visually reworked to make it contemporary and iconic. The choice of yellow and black, regarded worldwide as the most legible and visually discernible colour combination, fulfilled the company's obligation to make passenger and route information clear and informative. It is also very visible and distinctive in a city environment when used on the bus fleet and street furniture. For route maps and way finding, clarity and simplicity were enhanced through the removal of any surplus information and visual clutter. Continuity was ensured through the development of brand guidelines and a systematic approach to applying the new identity to all communications collateral. This new identity leveraged the best of the past but rejuvenated the image of Dublin Bus for passengers and staff alike.   ∧

The brand guidelines developed prescribed how the Dublin Bus’ identity should be consistently represented in a clear and simple manner. These changes to the presentation of information enabled customers to access information more easily, thereby improving the customer experience. Since developing the new identity, Image Now has worked on many projects with Dublin Bus that bring it to life. These range from internal and customer facing material such as brochures and posters, through to on-street furniture and tickets, to services such as Nitelink and extend over areas as diverse as Human Resources and Tours.

The 2008 timetable book cover is a prime example of how the Dublin Bus identity was applied and represents its key values. The icon of the clock demonstrates the purpose of the piece in a clear and consistent manner. Similarly, the Visitor’s Guide, succinctly titled ‘Hello Dublin’, provides visitors to the city with essential transport information in an accessible, uncomplicated format. Image Now worked with the Dublin Bus team to give expression to the rejuvenated brand in new city centre on-street furniture. Here the increased visibility of the brand is very apparent and map and route information is very obviously clear, simple and informative.

Image Now also undertook a large scale Dublin Bus project in 2008 to promote its newly-expanded Quality Bus Corridor (QBC) network and increase passenger numbers along these routes. A DM piece was designed to reinforce the benefits of QBCs under the slogan ‘Quicker, Better, Cleaner’. Each pack incorporated timetable and route information for a specific area, along with a free ticket and entry to a competition. The ticket redemption figures and competition entry for each drop were very impressive and indicate that the piece had cut-through with target audiences.

Often a brand as familiar as Dublin Bus, despite its ubiquity, becomes dated and invisible. The challenge is always to rejuvenate familiar but forgotten brands, but to do so in a way that is true to their values and provides direction for all future communications.   ∧

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