The Leonard Graphic Design team has designed a new brand identity for a groundbreaking travel guide, journey planning, and ticketing app for Nottingham and Derby, created to help people move around their cities more easily and confidently.
Working in close collaboration with our client at Nottingham City Council, and their wider transport team, Leonard Design took a holistic approach to the project, auditing the local transport network as part of the discovery process, establishing a clear context and ensuring the brand was rooted in real-world journeys, behaviours, and user needs.
The team also researched precedents and benchmarks from cities around the world, analysing best practice in ‘Mobility as a Service’ branding and digital travel tools. These insights helped shape a naming strategy and brand that feels modern, intuitive, and fit for a fast-moving urban environment.
The final brand design concept is built around dynamic, fluid, free-flowing forms, and considered colour schemes, reflecting fast-paced modes of transit as well as the ease of use and convenience of the app itself, and designed to feel accessible, energetic, and legible across digital and physical environments.
As part of the final delivery of the brand, Leonard Design also provided input into the final app design, ensuring consistency between the brand and the user experience. To support long-term use and rollout, we produced a comprehensive set of brand guidelines, detailing how the identity should be applied across a wide range of media.
“Leonard Design showed great enthusiasm working with the council to develop our Ride brand. We are pleased with the final work and have now fully integrated the brand within our Ride app.”
Nottingham City Council
rideeastmids.com
Client
Nottingham City Council
Service
Brand Identity
Logo Design
Digital
