Optimizing urban mobility is a central challenge for all cities, especially the metropolises of this world. It should be sustainable, flexible and uncomplicated. One key to the urban mobility of the future is undoubtedly the seamless integration of shared and individual mobility, public transport and shared mobility services.
With its new app »MVGO«, Münchner Verkehrsgesellschaft (MVG), Munich's public transport operator, provides Munich residents and guests of the city an intelligent, multi- and intermodal mobility platform that bundles the offerings of MVG and its mobility partners in Munich and the surrounding district in a single app. »MVGO« makes it easy to plan, compare, book and pay for trips by subway, bus, tram and S-Bahn, as well as by e-scooter and e-moped. Switching between various modes of transport becomes child's play – and the app jungle on the smartphone is also cleared up. With »MVGO«, all it takes is one app and one registration that most Munich residents already use anyway: the M-Login.
»MVGO« simply stands for »Get in. Get on. Get going.« – with endless possibilities for individual mobility in Munich. On this basis, Truffle Bay developed the eye-catching brand design for »MVGO« and worked together with the technical development team to design the app.
Insight: Market analysis, Competitive analysis
Identity: Naming, Corporate & brand design, Brand & design management
Experience: Brand storytelling, Brand implementation, Print media, Digital design
MVG, that's the mobility makers for Munich. With »MVGO«, MVG is expanding its range of services to transport people not just from stop to stop, but really from door to door. To do so, it is cooperating with various shared mobility providers to enable a seamless journey with infinite possibilities.
The idea of infinity, combined with the programmatic name »MVGO« is the starting point for the logo and brand design. Each means of transport is seen as its own path and form – the junctions where vehicles are changed result in the overlays of the colored areas. This design idea is not only reflected in the logo, but is transferred into all basic elements and also used consistently in the pictograms, further design elements and layouts.
The app is the central application of the developed brand identity. The concise color scheme, based on the »classic« colors of the MVG brand, is used extensively, while the uniquely designed icons and pictograms effectively support the user experience. The secondary design element derived from the logo provides additional dynamics.
Get in. Get on. Get going.
The campaign boldly emphasizes the variety of transport options and the simplicity of using the app. The print motifs focus on one of the available means of transport each – public or »shared«. The animated spot showcases the convenient, seamless switching between the different modes of transport – because with »MVGO« every vehicle is just one step – or click – away.
Truffle Bay is an owner-managed, integrated strategic brand consulting and design agency based in Munich. With clarity and creativity we help ambitious companies and entrepreneurs to discover, define, design and bring to life their unique identity – to create strong brands as the compass and catalyst of entrepreneurial change processes as well as attractive and differentiating brand experiences to win and retain customers and employees.
Truffle Bay is a member of bvik – Bundesverband Industrie Kommunikation e.V. Test
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