Branding for the greater – oui le grand!

Branding - Art Direction - Copywriting

City of Greater Sudbury Transit Department

Why GOVA? Greater Sudbury is a vibrant growing bilingual city that was about to get a major system wide transit upgrade. We wanted everyone to take notice and realize it was a viable transportation option. A big happy positive for the community. Something we could grow to love and recall as truly Sudburian - maybe we can retire the water tower. Too soon? So we were really feeling that whole community pride thing and well also: City of Greater Sudbury Transit System / Système de transport en commun de la ville de Grand Sudbury, Hello? Assez, merci.

GOVA - a name that says it all in both official languages in as little as four characters. That's a great start but what about the look and feel you ask? Can't we just revive the old logo from the orange buses everyone loved? Well, no. And if you are confused about why not start back at the top GREATER GRAND Sudburian. But you know we love that stylized S icon too. And we don't part with what we love that easily (water tower!). So of course that gorgeous S curve is celebrated in GO. And the VA? Of course you'd ask. The VA is stretching out to take you to the furthest destinations in our community where chances are you'll need your French. Vas-y. So there it is, just like the transit routes along our curved shoreline roads were represented by the much loved S icon, our city and our refreshed transit system are fully reflected in the GOVA branding.

From there we developed route maps matched with colour coded bus stop markers and bus terminal signage. Everything designed to show how convenient and easy to navigate the new system was planned to be. Our biggest wayfinding project yet! We designed the new bus fleet, the new rider's guides and a fun fidget called a pocket-sized map. Every piece in bright bold colours over white to give the transit system a clean new welcoming personality worthy of our vibrant great city.

We also created two sub-brands for the additional transit system services which were also expertly revamped by the city and WATT Consulting as part of the system wide upgrades. For those individuals who cannot use conventional GOVA service for all their travel needs, GOVA Plus provides a door-to-door service with specialized vehicles. And GOVA Zone extends the reach of public transit from transit mobility hubs to less populated areas of the city. Et oui, GOVA Plus et GOVA Zone ça dit tout.

Despite the impacts of COVID-19, transit use is steadily increasing in Greater Sudbury. We told you it was a big happy positive for the community.