AT Metro
 | |
| Product type | Public transport |
|---|---|
| Owner | Auckland Transport |
| Introduced | 2014; 10 years ago |
| Markets | Auckland, New Zealand |
| Website | at |
AT Metro is a public transport brand in Auckland, New Zealand, managed by Auckland Transport (AT). It was launched in December 2014, following the decommissioning of the MAXX brand with updated bus and train liveries, staff uniforms, wayfinding signage and a refreshed external communications identity.[1] In 2023, AT began decommissioning the AT Metro brand, replacing it with the refreshed AT brand identity.
Usage
[edit]
Bus operator contracts were updated in late-2014 requiring fleets to be repainted in AT Metro livery in tandem with their standard maintenance schedule.[2] Staff uniforms were rolled out within a similar timeframe. AT's new electric train fleet was manufactured with the new livery.
Liveries differ depending on the service, with rapid transit services (Northern Express bus and rail) in AT Blue and AT Silver accented in yellow highlights; specialty bus services (Link and Airporter) in custom, distinguishable colours; and other bus services in AT Blue and AT Silver.[1] These livery colours are being retrained as the AT Metro branding is being replaced with the new AT branding.[3]
History
[edit]AT Metro replaced the MAXX brand, introduced by the former Auckland Regional Transport Authority. The MAXX brand was not widely recognised as bus operators did not update their fleets to the new livery.[4] Auckland Transport announced in July 2012 that the 'weak' MAXX brand would be phased out, in favour of the agency's new AT branding.[5] In 2023, AT began phasing-out the AT Metro brand, replacing it with the refreshed AT brand identity on all new electric buses, wayfinding signage and advertising.[3][6]
References
[edit]- ^ a b "About AT Metro". Auckland Transport. Archived from the original on 30 May 2015. Retrieved 30 May 2015.
- ^ "Makeover for Auckland buses". Radio New Zealand. 16 December 2014. Archived from the original on 30 June 2015. Retrieved 30 May 2015.
- ^ a b Transport, Auckland (3 March 2024). "Brand identity guidelines". Auckland Transport. Retrieved 12 April 2024.
- ^ Rudman, Brian (6 December 2006). "Maxx - bold and confident, but yesterday's brand". The New Zealand Herald. Archived from the original on 24 October 2012. Retrieved 30 May 2015.
- ^ Dearnaley, Mathew (9 July 2012). "'Weak' transport brands for axe as new logo beds in". The New Zealand Herald. Archived from the original on 9 July 2012. Retrieved 30 May 2015.
- ^ "New Zealand's first fully electric bus depot unveiled". Intelligent Transport. Retrieved 12 April 2024.
