Established in 1896, Glasgow’s beloved underground metro system is the third oldest in the world. 35 years since its last refurbishment, Stand was asked to revisit the brand and identity, from tickets to station environments. Glaswegians have huge pride in their underground and retaining that brand equity was essential.
Discover
We convened a steering group and hosted workshops. Deep understanding of the relationship between the Subway and the people of Glasgow was at the heart of our brand repositioning.
Develop
‘The Subway’, inspired by the original 1896 name of Glasgow District Subway, resonated with test audiences. Two concentric circles reflect the simplicity of the Subway system and form the brand marque.
Deliver
The identity was piloted at Hillhead Subway station and then rolled out to all 15 locations. The unmistakable, award-winning brand has been wholeheartedly embraced by Glaswegians.
