Metrolinx' visual identity system and brand architecture was created by Bruce Mau Design (BMD). BMD's breakthrough moment with Metrolinx was when they helped the company realize that what they are really doing for people is helping them to "create connections."*

I wanted to keep this in mind throughout the design process because the core functionality of Linx is to connect people with other people, other locations, and different modalities of transport. I centralized BMD's Metrolinx logo throughout the app, since BMD described that this logo is based on parallel lines and intersections reminiscent of transit maps, signalling Metrolinx' strength as a connector.

Linx' overarching simple black and white color palette provides strength and clarity to the brand, while a secondary color palette of red, yellow, and green nod to traffic lights and the role they play in urban mobility.

Details like shape and line weight are modeled after Metrolinx' PRESTO app, which follows BMD's brand system for Metrolinx.

spatial design . a collection of installations.