Translink spends $110k on “external development costs” for new branding and logo

As Translink rolls out its new branding across the public transport network, just how much taxpayers were billed for the ‘external development costs’ are revealed. COMPARE THE LOGOS AND VOTE IN POLL

Taxpayers have been billed more than $110,000 to redesign Translink’s logo and branding, changing the colours from orange, blue and green to pink and blue.

The “new” logo for the state’s public transport operator is ­almost identical to that of the US Department of Transportation, which is the same shape and only differs in colour.

Translink has confirmed that it racked up $110,640 in “external development costs” to create the new look, including a change in colour, a straightening of the teardrops in the logo and the adoption of a different font.

A Department of Transport and Main Roads spokesman said the new design and colour would help improve accessibility for people with “varying degrees of vision impairment” and was “more appealing in c­ustomer tests”.

Translink’s original blue, orange and green logo.

Queensland's Translink new pink-themed logo, which is very similar to the United States Department of Transport Logo

The new logo – which is currently being rolled out across the state’s public transport network – has already sparked a mix of feedback on social media, with some criticising the change, as others welcomed it.

A spokesman for TMR said that the move was about being more visible, user-friendly and modern after having the same branding for almost 20 years.

The branding will feature on new smart ticketing systems, staff uniforms, web pages, signage, posters, and printed materials, as well as on buses, ferries, trains and trams.

“The brand refresh includes a modernised logo, new fonts, new visual design and new and more accessible colour palette, which tested as more appealing in customer tests,” a TMR spokesman said.

“The new design and colours help us stand out visibly to commuters, and improves accessibility for people with varying abilities, including varying degrees of vision impairment.”

The spokesman said the $110,640 in external development costs was spent on creating the brand’s colour palette and updating the logo.

He also said that the money was spent on producing art, files, and templates across TransLink’s operations, transport modes, and its customer channels.

The branding change involved a new colour, new font and a tweak to the logo. Picture: Tara Croser.

“Signage at stations and stops, on vehicles, uniforms and printed materials will be ­updated when due, damaged or replaced as part of normal maintenance cycles, and within existing budget,” the spokesman said.

The new colour scheme – which includes pink – will replace the original blue, orange and green branding.

And the shapes in the new logo have been straightened from the original design.

In response to one user on Facebook questioning why the change had been made, TransLink acknowledged the new logo retained “all the same elements as the previous logo”.

TransLink updated its cover picture on Facebook last week with the new logo, prompting a range of feedback – with some social media users welcoming it and others hitting out at the change up.

One social media user suggested the new logo looked similar to the US Department of Transportation’s logo, while another person questioned if it was a fidget spinner toy.

The TMR spokesman would not say which company or companies were engaged for the external development of the new logo and branding.

“TransLink goes through a competitive tender process every two years to engage an advertising agency partner to assist with creative development,” he said.