How do we create a new visual language whilst retaining the existing logo?
A new visual identity system and brand guidelines for Transurban, an urban road infrastructure group with road and toll way assets throughout Australia and the United States of America. The project was based around creating a new visual language to support the existing Transurban logo, injecting meaning and elegance with a strong graphic device. Inspired by the curved ‘road’ symbol in the logo, the new core linear graphic element captures the idea of connection and continuity, a central part of Transurban’s vision and function.
The concept of continuity and seamless connection was further enhanced by art direction of the existing Transurban photographic image library to create a complete visual identity toolkit for the brand.