‘WalkRide’ is an information and movement identity for Newcastle/Gateshead that seamlessly combines information for both pedestrians and public transport users in the city. The first phase of the project has just been completed. It includes the livery and all related information for a new city centre electric bus system - QuayLink - and a new WalkRide city centre map for pedestrians. The identity reflects the distinctive culture and heritage of Newcastle/Gateshead while providing the flexibility necessary to express everything from complex practical information such as maps and bus timetables to more expressive elements such as bus liveries. The project was approached from the user’s perspective, providing information in a clear, simple, intuitive manner. The QuayLink buses are a clean, bright yellow that cuts through the noise of the city. Every aspect of the bus design was considered, from seat fabric to on-board maps. At bus stops, route maps are presented ‘heads-up’ giving users navigational information from their point of view so they can easily make the decision whether to ‘Walk’ to their destination or ‘Ride’ on the QuayLink bus. The new WalkRide map for the city is approachable and friendly with illustrated landmarks used as engaging elements to draw the user in. ‘Here’ and ‘There’ stickers were produced as a tool for use by Visitor Information Centre staff to point out destinations and routes to visitors.
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