Community. Iconic network
YARRA TRAMS
Yarra Trams’ brand identity captures Melbourne’s spirit while enhancing customer experience, safety, and reflecting core values. Built around the idea “One network, many journeys,” the identity brings vitality to Melbourne’s public transport and strengthens pride across the network as it rolls out.
STRATEGY
IDENTITY
SIGNAGE
IMPACT
No.1
Largest tram network in the world
160M
Passengers annually
STRATEGY
Rebrand a public transport icon signalling confidence and sustainability. Observation and restraint create clarity. Communicating with the community with relevance and pride.
SOLUTION
Leaf motif for movement and environmental responsibility. Flexible typography and subtle palette create a human, approachable system.
VALUE
Human-focused design strengthened trust and daily engagement. A true Melbourne classic.
SEE RELATED
QUEEN VICTORIA MARKET
THE ROYAL CHILDREN’S HOSPITAL
