Auckland Transport Link brand

In 2011 gardyneHOLT were very pleased to be appointed by Auckland Transport to develop the branding strategy supporting a revamped ‘Link’ circuit, plus the introduction of two new high frequency bus services.

Initially it had been imagined that there would be three separate brand systems developed. As an outcome of our workshop process, gardyneHOLT recommended that it would be more effective to ‘link’ the services together—and much cheaper. Because the three services were different to most normal out-and-back routes, linking into other transport services along their routes, it was realistic to come together under one parent LINK branded system.

GardyneHOLT created new the red ‘city LINK’, updated green ‘inner LINK’ and the amber ‘outer LINK’ service graphics and new ‘hooped’ logos representing the spreading services looping outward from Auckland’s city centre.

As well as the branding and bus graphics, gardyneHOLT developed new route maps, signage and timetables defining and introducing the new LINK services, on-road information and in-bus route guides.

AT City Link_bus front
AT Inner Link_bus front
AT Outer Link_bus front