WalkRide is the umbrella name for an information and movement system for NewcastleGateshead that seamlessly combines information for both pedestrians and public transport users. The project included the livery and related information for a new city centre bus service ‘QuayLink’.
Cartlidge Levene worked in collaboration with City ID to develop the WalkRide identity which reflects the distinctive culture and heritage of NewcastleGateshead while providing the flexibility necessary to express everything from complex practical information such as maps and bus timetables to more expressive elements such as the bus livery.
The QuayLink bus livery is bright yellow with simple, minimal graphics designed to stand out amongst the multitude of bus operators in the city. The yellow is also an historical reference to the buses that were iconic in the city during the pre-deregulation era.
Every aspect of the bus was carefully considered, from on-board maps to seat fabric. The city’s vibrant night life is expressed by the livery which includes reflective elements that give the bus a different character by night. Bus stops are simple and clean with distinctive yellow flags to set them apart from other bus flags throughout the city. QuayLink posters include ‘heads-up’ city centre maps drawn to the orientation of each bus stop, allowing people to make the decision whether to ‘Walk’ or ‘Ride’ to their destination. The project also included a hand-held pedestrian map with illustrated landmarks.
