The Société de transport de Montréal no longer wants to be known as just a public transit system, but as the cornerstone of a new movement called “society in motion” or “mouvement collectif” in French.
A new brand identity and marketing campaign by Sid Lee has been introduced over the past few weeks throughout the bus and metro network, and on the existing STM website and its new SocietyInMotion.org. The visual touch point is two chevrons, one blue and one yellow, that partially overlap to create the colour green.
“Together yellow, representing human warmth, and blue, the STM’s historical colour, will make a greener city,” explained Hélène Godin, assistant art director for Sid Lee, which has been working on this account for nearly 18 months in collaboration with Cohésion Stratégies, the driving force behind this change in direction.
“The STM is adopting a more open and transparent image. Corporate, but not corporatist,” said Godin. “This goes beyond graphic design or a simple campaign: this is a service that has a direct impact on people’s lives.”
The term “public transit” no longer adequately reflected this reality, said Godin.
“The STM no longer simply offers a transportation service from point A to point B, but rather a vast project for society. We are going from a convenient service to an actual choice. As citizens, we can choose to have an impact on the environment and the quality of life in Montreal by thinking twice before putting the key in the ignition.”
The new identity will be integrated into all STM communications over the next year, and messaging will emphasize the different ways STM is working to reduce its negative impact on the environment.
STM aims to increase customer traffic by 8% by 2012, and will be adding new departures, training bus drivers in environmentally friendly driving, using biodiesel, and buying new vehicles with biodiesel-electric drive. Each of these efforts will be communicated on advertising throughout the STM network.
The campaign includes daily print, online and cinema advertising.
STM has also completed a website overhaul, by Sid Lee and Hue Web.
“The new site introduces a company who wants to interact. This is the first time the STM is this open to comments from clients,” said Godin.
“The website will become a forum to survey and to improve the service and the quality of life in the city with passengers. The society in motion project is achieved together.”
According to Godin, citizens didn’t fully realize the environmental benefits of mass transit before now.
“During interviews, when people were asked what they did for the environment, they would mention their recycling, their composting. Public transit had to be suggested for them to recognize its environmentally friendly aspect. It did not immediately come to their minds.”
