For the first time in 43 years, Hong Kong Tramways has updated their logo along with the launch of a campaign promising passengers that they will find happiness on Hong Kong’s iconic trams.
A lofty and perhaps somewhat cheesy brand promise but hey, we were admittedly quite happy the last time we rode the tram in Hong Kong.
The updated logo, which features the narrow double-decker tram with a smiling face, makes use of the color green in reference to the HK Tramway being the most affordable and greenest mode of transportation on Hong Kong Island.
“Our brief called for the new logo to be instantly recognizable, as well as convey the brand’s underlying mindfulness,” explained Stephen Barry, managing director of Stepworks, the agency that worked on the refresh.
Along with the logo, the brand will launch a new creative campaign with Stepworks to refresh its tram body design, signage system, posters, merchandising ideas and corporate collaterals.
The full identity will be rolled out over the coming months.