While
why do birds provided a strong concept for the brand sound, it also had to be used to develop a whole range of new, uniform orientation sounds for the vehicles and to find an optimally intelligible voice for all station announcements and other recordings. We approached both tasks in user research at BVG internally and with passengers externally.
In shadowings and interviews, we rode the bus, tram and subway with a selected group of passengers. Regardless of age, gender, educational background, language skills, frequent or occasional passengers: everyone should be guided safely and easily through the city acoustically. Also on board: BVG employees, representatives for mobility-impaired passengers and the customer advisory council. In this way, we not only gathered important insights for the audio branding process, but also received feedback from all perspectives and tested results live in vehicles.
Since the beginning of 2022, the capital's public transportation system now has a new sound. Uniform, barrier-free and colorful like Berlin.