In the heart of Chicago’s Loop, the Pedway hides bland, underground tunnels that can feel easy to get lost in.

With my rebrand of its identity, the Loop is referenced underground with swirling, squiggly elements. Bold colors and type pair with these elements to create energy while keeping clarity- essential characteristics of the system. The identity plays off of the confusing feeling found underground, bringing a sense of playfulness and ease to that same confusion. And with highlighted locations and directions, the re-brand eliminates the chance of getting lost and instead unlocks the potential of the Pedway’s transportation.