This project rebrands the iconic Sarajevo tram to reflect the city's identity—familiar to locals, eye-catching to tourists. It merges tradition with a fresh, modern look that celebrates Sarajevo in motion.

Industry

Market

Year of production

2025

Project duration

1 month

Overview

The aim was to create a new visual identity for the Sarajevo tram system that connects with local residents while appealing to tourists. The branding needed to reflect the city's cultural heritage and urban energy, turning the tram into a recognizable and memorable symbol of Sarajevo. The result is a clean, modern design that carries the city’s story through movement and design.

Process

The branding centers around the pigeon—an everyday yet symbolic presence in Sarajevo—representing freedom, movement, and the city's unique character. Each tram station is paired with a pigeon illustration tied to a local landmark or memory, creating a playful visual journey through the city. The pigeon becomes the narrative thread, guiding locals and tourists alike across Sarajevo.

The design adopts the tram's signature yellow as the main color, ensuring strong visual connection and recognition. Pixel art and pixel-based typography reflect the digital card machines used in public transport, adding a nostalgic yet modern touch. The layout across signage, tickets, cards, and icons draws directly from the structure of tram and train tickets, grounding the system in a familiar and functional design language.

A Friendly and Familiar Ride

The people of Sarajevo warmly embraced the pigeon mascot and pixel-art style, recognizing it as both charming and true to the city. Beyond aesthetics, the ticket-inspired layout and clear station illustrations made the system intuitive and user-friendly—especially for tourists navigating the tram for the first time.

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