A MYSTERY prankster has tinkered with the Edinburgh Trams’ logo to create a more “honest” design amid plans to blanket the city with the re-branded insignia.
Tram stops are set to be plastered with stickers of the redrawn logo which reduces the original interconnecting route map design to a single line – a parody on the heavily culled tram network.
The simplified design already features on various lamp-posts across the city but it is understood Leith – the land of the promised trams – can expect to be carpeted by sticker vandals.
Explaining his work, the shadowy designer writes: “So, the Edinburgh trams logo graphic suggests a system or network of lines intersecting.
“I’ve done them a new one that more accurately reflects the single line we’ve ended up with [that doesn’t quite make it all the way across].” The original logo was developed by Edinburgh-based digital firm Whitespace, which spearheaded designs for Tennent’s Lager, Highland Spring and the Royal Bank of Scotland.
John Hein, chair of Leith Central Community Council, said the mock logo had been peppered across the city ahead of the official launch of the £776 million network on Saturday.
And he understands a consignment of stickers have even made their way to Bristol following a request.
Mr Hein said: “I’m afraid it’s a more suitable, honest and more accurate logo for the tram project. Edinburgh people have a sense of humour and will probably take this to their heart instead of crying when they see the holes in the road.
“There could maybe be another wee circle in the middle to signify St Andrew Square.”
And he added: “The tragedy of the whole tram saga is we wanted three lines and we’re now getting half of one.
“It will be nice if it does eventually get to the other side of the city. We in the community council know how the people of Leith have suffered and how the businesses have suffered to no avail.
It is understood the entire branding process for the Edinburgh tram network cost around £80,000.
Logo expert Jeremy Boyes, a design director at city-based branding firm Graficsofa, said the new logo closely reflects what is now in place – “not very much”.
He said: “The original tram logo hoped to portray a flowing network, suggesting the city moving into the future.
“Perhaps it might be best to have a ‘broken line’ through the logo instead of a solid line, to give a visual representation of the broken nature of the project.”
A spokesman for Edinburgh Trams said: “We’re used to parody and satire but we can assure customers that there’ll be lots of trams running regularly along the line from Edinburgh Airport to York Place and we can’t wait until the service starts on Saturday.”
Original design represents a ‘strategic approach’
THE intersecting lines of the Edinburgh Tram logo represent the city’s move to integrated travel – bus and tram.
Dubbed a “bold new look” by tram chiefs, the design will be stamped, just below the driver’s window and along several carriages, on all 27 Capital trams. It has been billed as showcasing the “interchange terminals of passengers and the strategic approach of collaboration between modes of transport within the Transport for Edinburgh family”.
Leaflets, timetables and even Ridacards are expected to carry the new designs. The logos appear on the new travel shop being opened on Waverley Bridge. Madder – a deep reddish, purple colour – dominated in the logo in a nod to the historical palette of Lothian Buses fleet.