@steblina

Astana transport brand

Astana is a modern, open, dynamically developing city. It is to be comfortable for people of different cultures and languages, and transport plays an important role in this.

Astana Transport is the capital's main guide, which doesn't just allow residents and visitors to move quickly around the city, but makes this process simple and clear.

Naming, visual communication and identity were developed for the city's transport, reflecting the changes and a new chapter in the city's history.

Brand platform

Safety

Safety is the main priority of the transport complex. A safe environment is created through modern technologies, a high level of service, quality design and a clear communication language.

Accessibility

Astana Transport knows how to provide its passengers with accessible and convenient transport, creating an environment that is comfortable for everyone.

Convenience

The user journey is seamless and convenient. It's simple for passengers to move from point to point, and easy to get travel information at any moment.

Empathy

Politeness, punctuality and attention to people's needs lie at the heart of the Astana Transport brand. Therefore, relationships between transport staff and passengers are based on mutual trust and respect.

Proactivity

Astana Transport thinks about its passengers and anticipates their needs. If problems arise, it responds to them promptly and does everything to prevent them from happening again.

THE PASSENGER IS ALWAYS THE CENTRE OF ATTENTION

Comfortable, safe, clear transport for residents, tourists and digital nomads

Identity

The logo is based on the metaphor of the rhythm of transport on the road. A set of shifting modules with pictograms changes depending on the context.

The identity uses colours familiar and understandable to any resident of the city — cobalt blue and emerald green. They fit beautifully into the environment and emphasise the urban palette.

The combination of modules and icons is maintained in advertising and service messages, allowing the viewer to immediately recognise who is communicating with them.

Family

Astana Transport comprises four directions — Astana Bike, Astana Parking, Astana Taxi, Astana Sharing, — and the system is flexible enough to allow the family to be expanded with new services and products.

Pictograms

Icons can easily be grouped together thanks to their versatility. The set plays with the city, transport, types of activities, as well as services and signage. The characteristic soft shapes combine with strict lines, adding recognisability to the pictograms. The set is made in 4 brand colours.

Patterns

Patterns are used for decorative and marking purposes when it is necessary to brand large open surfaces and comouflage the dirt.

Transport

City Bus

The city bus livery is designed in the brand's signature colours — a combination loved by residents — with a predominance of green, and features the logo and graphic elements. In the intercity bus livery, white is predominantly used.

Bus drivers and depot staff received a design for summer and winter uniforms.

Taxi

The taxi fleet is also designed in the new style. Bright identifying colours are used in the economy class, while the business class is designed in a strict style.

Parking service

The taxi fleet is also designed in the new style. Bright identifying colours are used in the economy class, while the business class is designed in a strict style.

Bike rental

The taxi fleet is also designed in the new style. Bright identifying colours are used in the economy class, while the business class is designed in a strict style.

Sharing

The taxi fleet is also designed in the new style. Bright identifying colours are used in the economy class, while the business class is designed in a strict style.

Brandbook

A comprehensive two-language brandbook was laid out for the project, setting out the brand's values and philosophy along with the rules and guidelines for working with the identity elements.