City Brain identity

Our roads are getting busier post-pandemic, thanks to the rise of private commuting, eCommerce, and swelling populations. And busier roads don’t just mean longer journeys; they also mean more emissions and more accidents.

Enter City Brain. Developed by world-leading scientists at the University of Melbourne, the platform uses publicly available and third-party data to understand complex traffic patterns and predict what’s coming next. It means operators can seamlessly redirect traffic to keep roads moving, logistics companies can optimise delivery schedules, and road users can plan the fastest way home. All in real-time.

The logo is inspired by the millions of data points and the network of smart sensors dotted around the city, whilst conveying a sense of movement and flow, and also being arranged in a brain like form.

A range of illustrations and numerals were created as part of the brand toolkit which were inspired by roads, highways, overpasses, tunnels, and roundabouts - infrastructure that moves us, this graphic language is stylised to give a sense of movement, efficiency and real-time data.