KLT is the major public transport company of the region Småland in the south of Sweden. We got the mission to revitalise their brand and boost the peoples perception of them. With the goal of creating a versatile and inviting brand, we redesigned everything from timetables to bus exteriors, icons to logotype, to create a bright and clear visual identity that would reflect the company's will to change, and increase the commuting in and around Kalmar.
My role: Art director and graphic designer
The old KLT logo was kind of brutal, in a nice 80's-kind-of-way, but it had a big problem with legibility and was a bit too heavy for many applications. Based on the typeface chosen for the new identity, I created a new logo with the aim of keeping the forward leaning characteristics while giving it a more happy and welcoming vibe and making it a lot more readable. The shape of the logo would also inform the rest of the identity.
During our 3 year collaboration with KLT the number of commutes, increased from 6 million to over 10 million – a yearly increase of 20%.