The story
Ferro Transit Authority
The brief
Ferro Line connects eleven neighbourhoods that had never shared a transit identity. Riders speak more than thirty languages.
Our approach
We reduced every message to an arrow, a number and a colour. Floor markers, platform totems and on-board screens share one icon set drawn on a strict grid. Typography was tested in rain, at night and at speed.
The outcome
Journey times to transfer points fell in the first quarter after launch, and the arrow has become the line's unofficial logo.
