Designing Traila’s distinctive brand identity
Milani created a striking brand identity for Traila’s innovative rail transportation technology and supported the company's communications strategy – from the website and trade show booth to the complete exterior graphics of the test vehicles.
Corporate identity design for innovative rail transport technology
As it stands, rail vehicles are often associated with noise and vibrations. Traila has developed a new rail transport technology with a groundbreaking steering system that ensures an optimal running position on the tracks. Such precise positioning minimizes wear, reduces noise emissions and prevents unwanted abrasion. Traila needed a strong brand identity to position the new technology on the market.
Milani redesigned Traila’s entire brand environment from the ground up and applied this to various brand touchpoints, including the company's website, stationery and trade show booth, as well as the exterior graphics of the test vehicles. The new brand appears confident, technology focused, and innovative. The key element here is the beam of light used to reflect Traila’s new sensor-based rail technology. This has been integrated into the brand through clean lines with a gradient from orange to magenta. The logo incorporates cohesive track-like curves. What has emerged is a brand that is clearly positioned in the technology-driven transportation industry and that sets itself apart through its modern, dynamic appearance.
Creation of striking exterior graphic for the test vehicle
As part of the development process, Traila used a Tram 2000 operated by Verkehrsbetriebe Zürich (VBZ), in which the new steering system was installed. To avoid the tram being mistaken for a regular service vehicle, it had to be made clearly recognizable as a test model.
Milani designed a distinctive exterior graphic inspired by “Erlkönig” car wraps, whose patterns are used to camouflage new prototype models, and by the razzle-dazzle designs from the 1940s. This makes the Traila test vehicle clearly recognizable and eye-catching with its vivid, bold appearance.
Milani design services
- Strategic brand positioning
- Development of a complete corporate design
- Creation and handover of design guideline
- Web design
