LETEC
Moving from Tec to LETEC! A change that is anything but cosmetic. It reflects the evolution of this public organization, a key player in mobility across Wallonia. In a world increasingly driven by communication codes, the brand needed an identity system more firmly rooted in its time. Built on its heritage and looking toward the future, the brand now conveys—through its identity system—the image of a dynamic company that is in tune with the times and close to its passengers.
Challenge
La réflexion a débuté par une phase stratégique collaborative débouchant sur la création d’une plateforme de marque, posant ainsi les fondements du système identitaire. La légère évolution du nom, de Tec à LETEC, vise à rendre la marque plus claire tout en conservant ses repères historiques. Bien au-delà du logo, c’est réellement au travers de l’architecture de marque et de la richesse des applications que s’exprime l’univers de style. L'ensemble des interfaces clients sera progressivement déployé selon l'architecture de marque et les codes établis en vue de simplifier et de fluidifier l’expérience, faisant de LETEC une marque proche et tournée vers ses clients.
Solution
The project began with a collaborative strategic phase that led to the creation of a brand platform, laying the foundations for the new identity system. The subtle evolution of the name, from Tec to LETEC, was designed to make the brand clearer while preserving its historical landmarks. Far beyond the logo itself, the brand universe is truly expressed through the brand architecture and the richness of its applications. All customer-facing interfaces will gradually be rolled out according to the established brand architecture and design codes, with the aim of simplifying and streamlining the user experience, making LETEC a brand that is close to and focused on its customers.
Impact
- Strong ridership growth with +4 million trips, reaching the highest attendance level since 2017
- Major transformation launched through a new public service contract, network modernization, and accelerated mobility projects
- Improved customer experience driven by digital tools, better real-time passenger information, and upgraded infrastructure
Un point d’ancrage pour l’avenir.
LETEC s’impose comme une bannière unique, portée par un logo formé de lignes évoquant le mouvement et le trajet, ponctué d’un point incarnant à la fois la destination, la précision et la fiabilité. Il devient un repère fort, incarnant l’ancrage d’un opérateur moderne tourné vers l’avenir.
A Clear System for an Intuitive Network
The visual identity is built around a clear, hierarchical brand architecture that makes the network easy to understand and navigate. Each transport mode—LEBUS, LETRAM and LEMETRO—has its place within a coherent system, alongside core service lines (EXPRESS, CONNECT and BUSWAY), dedicated services (AEROBUS, ÉVASION and BUS À LA DEMANDE) and sales channels (SHOP and SELF). This structured approach strengthens network legibility, simplifies wayfinding and creates a more seamless experience for every traveller.
A Vibrant Identity
At the heart of the visual identity, LETEC's signature yellow establishes a strong and distinctive presence across the public realm. It is complemented by the brand's historic red and a vibrant colour palette that differentiates services while maintaining overall coherence. Bespoke patterns, expressive typography and custom illustrations come together to create a contemporary graphic system that is both distinctive and instantly recognisable.
A Seamless Passenger Experience
Every touchpoint with LETEC now reflects the new brand identity. Signage, digital interfaces and customer communications have been redesigned to provide clear, consistent guidance throughout the journey. Vehicles have been standardised and clearly categorised, reinforcing a more intuitive and cohesive travel experience. The result is a customer journey that is simpler, smoother and more connected, making public transport easier to navigate and more enjoyable to use.
