LETEC
With LETEC, Walloon public transport offers a moving identity. More than just a name change, this evolution marks a turning point for this public body, an essential player in mobility in Wallonia. In a world more defined by communication codes, the brand needed more ingrained identity codes in its time. Built on its heritage and oriented towards the future, the brand, thanks to its identity system, now carries the image of a dynamic company, anchored in the air of time and close to its travelers.
Challenge
Since its creation, the visual identity of TEC has evolved without real coherence. Different designations ("TEC", "TEC" or "TEC") coexisted in the general public, blurring legibility. On the other hand, the mark did not have a specific identity universe, forcing it to follow codes linked to its communication actions. The result was a lack of recognition that did not allow the company to emerge in a positive way while many projects serving users were being developed. It was therefore necessary to clarify and unify the image in order to build confidence, make the experience more accessible to all audiences and affirm the role of LETEC as an essential operator.
Solution
The reflection started with a collaborative strategic phase leading to the creation of a brand platform, thus laying the foundations of the identity system. The slight evolution of the name, from Tec to LETEC, aims to make the brand clearer while maintaining its historical landmarks. Beyond the logo, it is really through brand architecture and the wealth of applications that the universe of style expresses. All customer interfaces will be progressively deployed according to the brand architecture and codes established to simplify and streamline the experience, making LETEC a close and customer-oriented brand.
Impact
- Strong ridership growth with +4 million trips, reaching the highest attendance level since 2017
- Major transformation launched through a new public service contract, network modernization, and accelerated mobility projects
- Improved customer experience driven by digital tools, better real-time passenger information, and upgraded infrastructure
An anchor for the future
LETEC now imposes itself as a unique banner, carried by a logo consisting of lines evoking movement and journey, punctuated with a point embodying both destination, accuracy and reliability. It becomes a strong landmark, embodying the anchoring of a modern operator looking forward.
A clear system for a readable offer
The identity is based on a clear and hierarchical architecture. Each mode of transport is easily identifiable (LEBUS, LETRAM, LEMETRO), as well as the structural lines (EXPRESS, CONNECT, BUSWAY), the specific lines (AEROBUS and EVASION) and the sales channels (SHOP, SELF and LETEC.BE). This structure gives consistency to the offer and simplifies the reading of the network for travellers.
A vibrant Identity
The iconic yellow, at the heart of identity, enhances the brand's visibility in public space. It is accompanied by historical red and a wide range of bright colours adapted to different uses. Identity patterns, impacting typography and unique illustrations enrich the graphic system, creating a coherent, modern and immediately recognizable visual universe.
A simplified travel experience
The evolution of identity also occurs daily, in every interaction with LETEC. Signs, user interfaces and vehicle appearance have been redesigned and prioritized to provide clear and accessible benchmarks. This transformation improves the customer experience making public mobility simpler, smooth and inclusive. These identity codes will be deployed in a progressive and responsible manner, as improvements are made on the ground, opportunities and the natural renewal of the equipment.
