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Auckland Transport

AT Metro brand makes its debut


Metro Branding3Auckland Transport has unveiled its new look for public transport in the city.

At a ceremony in Auckland the Deputy Mayor, Penny Hulse and Auckland Transport Chairman Dr Lester Levy launched the AT Metro brand which will be phased in over three years, starting with LINK services and the Northern Express.

The single brand identity will be differentiated by colour for different types of services and will gradually be applied to buses, trains and ferries.

Auckland Transport’s General Manager Marketing and Customer Experience Mike Loftus says a single identity will give Aucklanders and visitors a clearer understanding of what public transport is on offer, and how buses, trains and ferries serve different areas.

“Most metropolitan cities have a single brand network that is easy to recognise and enables clear, consistent communication with customers."

"Currently in Auckland there is no single identity, we have a variety of brands and looks. Customers relate to buses by the operator name rather than the wider public transport network”.

Auckland Transport’s Group Manager Public Transport Mark Lambert says having a single public transport network will ultimately build public confidence in the developing and improving PT system. “Knowing that all the services are integrated and part of the same system will help grow patronage”.

The implementation of the livery is already underway and budgeted for the electric trains.

Costs for the bus fleet will be kept to a minimum through:

  • retention of ocean blue for Rapid Network services (Northern Express is already this colour).
  • retention of red, green, orange and light blue for existing targeted services of the City LINK, Inner LINK, Outer LINK and Airbus.
  • the rest of the bus fleet to be transitioned as part of new contracts and costs incurred through new contract rates.

Mr Lambert says Auckland’s bus operators are aware of the changes and are working with Auckland Transport.

The Auckland Plan looks to double public transport trips from 70 million in 2012 to 140 million in 2022. The Auckland Plan’s priorities for Auckland’s transport system include “a single system transport network approach that manages current congestion problems and accommodates future business population growth to encourage a shift toward public transport.”