Oregon Metro

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Client
Oregon Metro

Industry
Local Government

Disciplines
Brand Identity
Illustration
Animation
Copywriting
Music Composition
Sound Design

Collaborators
Owen Jones
Bureau of Betterment
Afternoon, Inc.
Deep Sky

Belovedly Behind the Scenes

Oregon Metro is the only directly elected regional government in the nation. They manage land use, parks and wild spaces, garbage and recycling, and cultural institutions for the greater Portland area. People in Portland love what Metro does. Yet surveys showed that over 70% of local residents had no idea who Metro was.

 

Timely & Timeless

To confuse matters, Metro’s logo was 30 years old. And it lived in literally thousands of places around the region—from woodcuts at the headquarters to stickers for kids whose parents bring them along to the dump. The challenge was to create a new identity for Metro that helped show their reach and benefit to the people of greater Portland. At the same time, the identity needed to be modern, flexible and last for another 30 years.

 

From Soccer Balls to Sugar Cookies

Tess and Peter led the nine-month rebrand of Metro. It began with an identity system that unified Metro’s many parts, while being easy to implement across many departments. This was accomplished via a logomark that symbolized Metro’s unique role in the region. The logo was complemented by a set of icons we called “the Metro illustration strip.” It represented Metro’s work with garbage and recycling, land use and transportation, parks and natural spaces, and cultural venues. The strip also showed local people and places touched by Metro. The identity system was rounded out with a robust color palette and typography system.

To help implement the brand, Tess and Peter created a logo animation that appears at the end of every Metro-created video. They also wrote and illustrated Metro’s narrative video. Peter composed both the Metro audio brand as well as the score for Metro’s narrative video. Everything was updated, from park signs to sanitation worker uniforms  updated, the Metro-league soccer ball and their much-loved annual holiday cookies.

Text

Client
Oregon Metro

Industry
Local Government

Disciplines
Brand Identity
Illustration
Animation
Copywriting
Music Composition
Sound Design

Collaborators
Owen Jones
Bureau of Betterment
Afternoon, Inc.
Deep Sky

Belovedly Behind the Scenes

Oregon Metro is the only directly elected regional government in the nation. They manage land use, parks and wild spaces, garbage and recycling, and cultural institutions for the greater Portland area. People in Portland love what Metro does. Yet surveys showed that over 70% of local residents had no idea who Metro was.

 

Timely & Timeless

To confuse matters, Metro’s logo was 30 years old. And it lived in literally thousands of places around the region—from woodcuts at the headquarters to stickers for kids whose parents bring them along to the dump. The challenge was to create a new identity for Metro that helped show their reach and benefit to the people of greater Portland. At the same time, the identity needed to be modern, flexible and last for another 30 years.

 

From Soccer Balls to Sugar Cookies

Tess and Peter led the nine-month rebrand of Metro. It began with an identity system that unified Metro’s many parts, while being easy to implement across many departments. This was accomplished via a logomark that symbolized Metro’s unique role in the region. The logo was complemented by a set of icons we called “the Metro illustration strip.” It represented Metro’s work with garbage and recycling, land use and transportation, parks and natural spaces, and cultural venues. The strip also showed local people and places touched by Metro. The identity system was rounded out with a robust color palette and typography system.

To help implement the brand, Tess and Peter created a logo animation that appears at the end of every Metro-created video. They also wrote and illustrated Metro’s narrative video. Peter composed both the Metro audio brand as well as the score for Metro’s narrative video. Everything was updated, from park signs to sanitation worker uniforms  updated, the Metro-league soccer ball and their much-loved annual holiday cookies.

Audio
00:00
00:00
  • Audio 00:00
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