Following the regional restructuring of all of Denmark, three traffic companies merged into one new company covering all of Zealand. In order to create a clear market position, the new company decided to develop a new name, visual identity, and communication concept – and contacted us.
The primary inspiration for the new name and logo was “movement”. “Movia” became the new company name by merging the words “move” (movement) and “via” (road). The visual identity also expresses movement through the interaction between two opposing arrows. By repeating the diagonal and horizontal lines, a functional, simple and modern design system as well as a Movia “traffic-pattern” evolved.
Because of the number of different transportation systems – each with their own individual communication - the million of travelers that each day take a bus or a train had difficulty navigating when travelling around Copenhagen.
The solution was to create new logic by making a strong communication concept that all the companies could use. In that way the communication would be more lucid to the travelers.
We created a cheerful yellow circle with a black outline that became the primary visual element referring directly to the core of transportation: the wheel. By it’s shape it signifies the basics of movement in a bright, simple and optimistic way.
In addition to the dot, we developed another user-friendly element: the font AtB (A to B). By it’s boldness, straightforward rhythm and rounded curves it expresses the brand values.
Together, the yellow circle and the AtB font comprise an easy implementable communication platform for the various systems, whether it’s for timetables, campaigns or any other communication material. And what’s more important, the large amount of users has an easy recognizable and understandable element to navigate after when travelling around Copenhagen.