Hong Kong Tramways has unveiled a new logo together with the new launch of a creative campaign to convey the brand’s strategic promise that passengers will find happiness on Hong Kong’s iconic trams.
This marks Hong Kong Tramways’ first re-brand since 1974, which was 43 years ago.
The updated logo (right) adopts a green colour, with reference to its branding as the most affordable and greenest mode of transportation on Hong Kong Island, and features the narrow double-decker with a smiling face. According to Stepworks, the agency behind the creative project, the brand and the agency worked on the refreshed image for two years.
“Our brief called for the new logo to be instantly recognisable, as well as convey the brand’s underlying mindfulness,” explained Stephen Barry, managing director of Stepworks.
Emmanuel Vivant, managing director for Hong Kong Tramways, added that the narrow double-decker tram holds a special place in the hearts of Hong Kongers, and that the new logo fully reflects the brand’s DNA, and showcases Hong Kong craftsmanship at its best.
Along with the logo, the brand will launch a new creative campaign with Stepworks to refresh its tram body design, signage system, posters, merchandising ideas and corporate collaterals. A collection of branded goods is now available on the HK Tramways online store as well, with “new products for a wider audience in the pipeline”, the company said.
The full identity will be rolled out to the public over the coming months.