MAXX Regional Public Transport System Identity 

In 2002, in competition with more than 70 design firms, Sanders Design was awarded the contract to develop a name and brand for the emerging Auckland regional public transport system... covering road, rail and sea.

The MAXX branding is designed to incorporate distinctive Auckland branding with international wayfinding graphics. The symbol, colours and supporting graphics celebrate the spirit and the diversity of the Auckland region.

To date, the branding has appeared on Britomart, rail stations, ferry terminals, bus shelters, the rapidly developing North Shore busway and various printed material.

As the MAXX branding develops the public will also start to see more of 'MAXX' the pukeko. He is the brand's mascot, delivering messages about public transport, particularly to school children, the 'transport consumers' of tomorrow.

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