Adding new infrastructure to Montreal’s existing transportation system was a major branding challenge. Havas took up the challenge, providing everything from the logo to the brand platform to the name.
Caisse de dépôt et placement du Québec
Build a brand for the biggest transportation project since the Montreal Metro
A new line to transport Montrealers
Fast, efficient and green, the new Réseau express métropolitain deserved a video to announce its launch.
The ask
To become a transportation accelerator for Greater Montreal, the REM brand had to be simple, effective and integrate seamlessly with the existing network.
A completely integrated brand
Design is not a science, but some calculation was required to harmonize a new emblematic logo with the current Montreal landscape.
Expertise involved
Branding. Creative concepts. Design. Strategy.
Roadmap
Design
The signature for new infrastructure must be able to stand the test of time. The REM team chose a typographic symbol for easy recognition and a flowing line that expressed the idea of movement.
Strategy
From the positioning of this new network to its name, the strategy emphasized how the construction of this new public transportation system would ease traffic congestion and improve Greater Montreal’s carbon footprint.
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