Urban Mobility Plan

Ajuntament de Barcelona

Client
  AJUNTAMENT DE BARCELONA

Services
  BRANDING
  DIGITAL

Sector
  PUBLIC

The way we move around the city says a lot about the city we are. The Urban Mobility Plan, part of the Climate Plan, is the tool through which Barcelona City Council defines its lines of action in five-year periods. Its goal is to ensure that up to 80% of the journeys in the city are made on foot, by public transport, or by bike. That sounds pretty good.

Knock’s contribution to the project was to create the plan’s new visual system and textual expression. As with all communication related to the City Council, it’s essential to find a graphic style that adapts to all kinds of outdoor, digital, and printed formats without diluting the design with every new adaptation—ending up, for example, with banners that resemble the original master as much as night resembles day.

There’s also, of course, the matter of identification and recognition. The visual system we created, from the layout to the color palette, is applied consistently and coherently so that the campaign’s impacts add up and reinforce each other. In this regard, perhaps the most notable element is the graphic resource of the gradient trail circle. In a way, we could say that we’ve created a signifier that helps connect what the pieces convey with the meaning of mobility and, perhaps even more importantly, that we’ve achieved this without demanding any effort from the audience. The message is clear, direct, and straightforward.