Metro Bilbao Logo, 1988
Otl Aicher's 1988 logo for Metro Bilbao.
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The Bilbao metro, known as Metro de Bilbao in Spanish and Bilboko Metroa in Basque, is a public transit system serving the city of Bilbao and the Greater Bilbao region. The idea of a two line Bilbao Metro connecting Atxuri station to the city's westernmost areas was first put forward in the 1920s. However, financial backing from Banco Español de Crédito fell through in 1925, leading to the project's abandonment.
The idea was picked back up in 1971 when a commission was formed to assess the city’s transportation needs, which then gained governmental support in 1974. The Biscay Transport Consortium was established in 1977 and three proposals were considered. Despite eventual approval of one, objections and disagreements halted the project.
Later, an examination of public transportation in the Bajo Nervión Area led to a further proposal that sought to integrate both metro and railway. Previous plans were reevaluated, leading to the preparation and approval of a new one in 1987. This revised plan suggested a route closer to the surface with the intention of enhancing traveller proximity and improve station accessibility.
The first works started in late 1988. And the design for the underground stations was awarded to the British architects Sir Norman Foster and partners following an open competition. The architects then worked with renowned designer Otl Aicher to help develop a wayfinding system, overall visual language and logo for the transport system.
Aicher was asked by the architect’s to devise a ‘graphic design’ (visual identity and wayfinding) that would complement the overall architectural language and aid navigation through the new system. It would be an opportunity for Aicher to test much of the work he had done for German clients such as ERCO (coming soon to Logo Histories) and FSB outside of the country.
Even though Metro Bilbao’s signage appeared in the winning architectural proposal, once the contest was awarded to Norman Foster, Otl Aicher initiated a ‘complementary study’ to better shape its design in the autumn of 1988. This was comprised of 200 ‘plates’ which graphically analysed the history, heraldry, culture and forms of the metropolitan area of Bilbao. The designer then made a diagnosis stemming from the city's economy, society and culture in which his solution would act.
A key part of any metro system is a clear and identifiable symbol that could work for both regional and international visitors to the city. Rather than focus on an ‘M’ Aicher favoured an abstract form based on the notion of tunnels and wheels in motion. This was brought to life overlapping three rings of gradual increasing weight from left to right. This transitional gesture then generated the impression of forward momentum, conveying the dynamic qualities of tunnel transport. The logo also complemented, the ring-like access points / canopies that covered the entrance to the Metro designed by Sir Norman Foster and partners.
In many ways, the Metro Bilbao project was the synthesise of decades of research and experimentation by Aicher and his team. This included the use (and expansion) of pictograms that he had been creating for the lighting manufacturer ERCO, and Rotis Semi-Serif (named after the town in which he had settled in 1972), which was also designed for ERCO with the help of assistant Monika Schnell. Rotis Semi-serif intended to make typographic signs easier and faster to read, and would later be described by Aicher as having the qualities of hand drawn lettering. The logotype was set in all lowercase distinguishing it from other forms of messaging.
A palette of red and white helped distinguish signage from the prevailing grey tones of the station with black is reserved for secondary information that included certain pictograms or to highlight texts. In exceptional cases, grey would also be used as a background colour.
“Otl’s skill was somehow encapsulating the spirt of the idea or a place with a combination of line, colour, graphics. And, in a way, he summed up the essence of Bilbao, its industrial heritage, its rebirth and, perhaps, his contribution was to bring this to life through the Bibao Metro.” – Norman Foster.
Metro Bilbao and alongside Munich Airport was Otl Aicher's last major commission before his tragic and untimely death in 1991. The work remains in place and largely unchanged since its inception. It was the result of a lifetime’s work, and a testament to the experimental and pioneering spirit of Otl Aicher.
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This logo is absolutely spot on with its overall design.