Hong Kong Tramways strengthens iconic identity with Stepworks

26 May 2017

Hong Kong Tramways unveiled a new logo and visual expression today, designed by Hong Kong branding agency Stepworks. The revitalised logo and visual expression is a nod to the company’s heritage as well as its vision for the coming years.

Since 1904, the “ding ding”, as it is affectionately referred to, has carried millions of passengers as the most convenient, most affordable and greenest mode of transportation on Hong Kong Island. “The narrow double-decker tram holds a special place in the hearts of Hong Kongers, and the new logo fully reflects our DNA that showcases Hong Kong craftsmanship at its best,” says Emmanuel Vivant, Managing Director, Hong Kong Tramways.

The logo was last updated 43 years ago. Along with the logo, Stepworks developed launch campaign creative, including the tram body design, signage system, posters, merchandising ideas and corporate collaterals for the project. The refreshed logo features the famous narrow double-decker with a smiling face, a reference to the brand’s strategic promise to find happiness on Hong Kong’s iconic trams.

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A lift for a beloved brand

“Our brief called for the new logo to be instantly recognisable, as well as convey the brand's underlying mindfulness. HK Tramways’ zero roadside emissions is friendly to our city streets. The tramways team has a genuine desire to continually bring a smile to the Hong Kong community by protecting our tram heritage as well as continually improving services. Together, Stepworks and Tramways have carefully worked on this for the past two years. We hope people love it as much as we do,” says Stephen Barry, managing director of Stepworks.

Stepworks and Hong Kong Tramways have launched several major projects together, which include the TramOramic Tour and the “Ding Ding There Soon” campaigns.

Stepworks also created ideas for a collection of branded goods that will be sold on the HK Tramways online store, now live. New products for a wider audience are already in the pipeline. The full identity will be rolled out to the public over the coming months.
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