The previous logo was introduced in 1974. Photo: Handout
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https://scmp.com/news/hong-kong/economy/article/2095794/hong-kong-tramways-hopes-bring-smile-passengers-faces-new Hong Kong economy
Happy happy ding ding? Hong Kong’s new-look trams offer more smiles per mile
Old logo, dating back to 1974, to be phased out over next two weeks
Hong Kong Tramways managing director Emmanuel Vivant (right) and staff members introduce the new logo. Photo: Dickson Lee
The city’s iconic trams are displaying a new smiling logo as the operator looks to reshape its visual identity to attract more passengers.
Hong Kong Tramways’s managing director Emmanuel Vivant reassured customers on Friday that prices would not rise, although he admitted the firm was under pressure to increase fares – HK$2.30 per ride for adults – as it was struggling with rising costs.
The old design, which has been in use for 43 years, is being replaced on trams and signposts over the next two weeks.
The new logo showcases a double-decker silhouette with the shape of a green Bauhinia leaf in the background and a subtle smile on the bumper.
As part of the rebranding, three trams sporting a new look, complete with the logo and slogan “Catch a ride, Catch a smile”, hit the streets on Friday. Another 157 trams will display a smile on their bumpers for three months to represent Hongkongers’ happy collective memories of the vehicles, affectionately known as “ding dings”.
The trams will feature a smile on their bumper as part of the campaign. Photo: Dickson Lee
Vivant said the new logo was meant to better reflect the company’s values.
“We hope to develop an image that is closer to what we want to convey – iconic, caring, clever and convenient,” he said, adding that he hoped the new image would be more recognisable to passengers and tourists and help to boost their numbers.
The old logo, featuring blue and white tram tracks against a red background, was introduced by the former owner, property developer Wharf Holdings, when it bought the company in 1974.
French transport giant RATP group acquired the firm in 2010 in a deal that stunned many diehard tram fans in the city.
Hong Kong Tramways runs 164 tramcars – the world’s largest fleet of double-deckers – and transports about 200,000 passengers a day.
It suffered a rare setback last month when a tram toppled over in Central injuring 14 passengers. The driver was arrested for dangerous driving.
“I would like to apologise to the victims again and the Hong Kong public for this accident. At this stage we are still conducting an internal investigation. We are taking some action to make sure that it won’t happen again,” Vivant said.