These four shuttle buses are Concordia University’s highest visibility tools that firmly establishes the school’s evolving visual identity as it travels from the Sir George William Campus downtown to the Loyola Campus in the Notre Dame de Grace neighbourhood.
The main aims of the designs applied to these buses were to firmly establish Concordia University’s official branding colours (thusly, its evolving branding message of being a vibrant, “next-generation” school), distinguishing them from the Montreal’s public transportation buses and provide positive visual relief for students commuting to and from the university’s two campuses.
The challenge was to create designs that would bypass past concerns of looking dated as budgets allocated for this project get renewed every 5 years. My approach to this challenge was to then focus on more timeless aspects that the design could address: positive, visceral response to colour. While current photos of the campus and people may currently reveal what the school is like now, their details in environment (especially denoted in people featured in the photos with their attire, for example) would betray time period. I determined that using specific colour palettes and gradient more project notions of excitement and forward thinkingness more effectively and less temporally, given the scope of the project.
This resulted in a warm and exciting welcome from various stakeholders at the university, and more importantly from students, one of whom took notice and tweeted positively about it. Additionally, the positive effect of the designs is magnified during the roughest and coldest winter days that Montreal is known to have, a really challenging time of the year for residents to stay positive.