Rijnwaalpad: local branding strategy (route-identity) Playlist
Tooltype
Location
Tool provider
NameCHIPS consortium (Joris Van Damme)
Readability tool main characteristics
TitleRijnwaalpad: local branding strategy (route-identity)
Playlist
Identity
Identity Tooltype Trial & Error
Scale Route, Region
Does the readability tool encompass a certain location?Yes
LocationArhnem, Nijmegen, Gelderland
Readability tool branding strategy
Is the tool related toCycle highway
Name of cycle highwayRijnwaalpad snelfietsroute (cycle highway)
Central brand colors2 brand colours
Logo of cycle highway
Is this cycle highway related to a branded network of cycle highways?Yes
Name of branded network of cycle highwaysSnelfietsroutes in Gelderland
Logo of branded network
Brand of the Rijnwaalpad
The Rijnwaalpad has state of the art infrastructure. The initial route-identity brand is now also used for other cycle highways. The brand colour of Rijnwaalpad is green. On the bridge a different logo is used.
Brand of the Rijnwaalpad
The Rijnwaalpad has state of the art infrastructure. The initial route-identity brand is now also used for other cycle highways. The brand colour of Rijnwaalpad is green. On the bridge a different logo is used.
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Slide 6Readability tool description
Readability tool description
The cycle highway infrastructure of the Rijnwaalpad cycle highway (between Arhnem and Nijmegen) is a good example of infrastructural readability:
- a consequent design of the high quality cycling infrasructure in red asphalt;
- the integration of the Rijnwaalpad logo in the design of the lighting;
- readable crossing in red asphalt.
The Rijnwaalpad is an example of branding on the scale of one route: unique name, specific logo,... The logo is now also used for other cycle highways in Gelderland. Each cycle highway has also its own brand colour.
Improvements
The infrastructural readability can be improved by opting for a clear route alignment: an A to B connection, f.i. from Arhnem station to Nijmegen station. The awareness aspect of readability can be improved by combining the local route-identity with a larger scale network-identity: f.i. F-numbers on the scale of The Netherlands or C-numbers (CHIPS recommendation). CHIPS also recommends one central brand colour for the all the cycle highways (f.i. London, Flanders, region of Copenhagen). This improves the general brand awareness.
Strategy to improve the route-alignment:
Functionality
- Route-identity is combined with a branding scale on a regional level
- State of the art infrastructure
- Confusing route alignment, no clear A to B connection.
- The branding strategy is a bit confusing.
- Are there enough colours for the future cycle highway network?
Opting for a clear A to B connection would improve the infrastructural aspect of readability. The more local scale of branding can be combined with a higher scale of branding with F-numbers or C-numbers (CHIPS recommendation). CHIPS also recommends one brand colour for all the cycle highways.
Related files and links
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