Following a regional restructuring of all Denmark’s regions, three public transportation companies in the region of Zealand were merged into one. The new company asked us for help in developing a new name and identity to reflect the change and create a clear market position.
 

The new company needed a new name, of course. We developed an analytical matrix based on asking key questions—did it have to be transportation-related? How long could it be? Exclusive? Professional? Warm? The findings brought us to Movia, relevantly squishing the words "move" (movement) and "via" (road) together. The primary inspiration for the new logo was movement, reflected in the interaction between two arrows. Twisting diagonal lines forms a Movia "traffic-pattern", the key design element on which all others are based. We also created a unique Movia Display typeface for bus signs. Its primary role in supporting the brand is to be user-friendly—it must be easily readable from short and long distances, without losing aesthetic appeal. Testing showed it met the criteria where it counted: with the public, who found it fast and easy to read.
 

Movia now has a functional, simple and modern identity, and the flexible design programme to support it. The company is a daily presence in almost every Zealander’s life—whether watching a bus drive by or actually riding it. The name says it all, and Movia has the profile to continue growing and serving one of Denmark’s busiest public transportation regions.
 

For further information please contact project manager Helene Øllgaard / ho@kontrapunkt.com