The challenge was to create a family of fare media that includes weekly and monthly passes, a set of transfer tickets, and a new product, the Metro Day Pass. Designs had to reflect an updated Metro brand, including use of a new logo, and pack a personality punch in order to elevate the customer experience. In addition, technical and security requirements such as hologram imprint and specific media sizing needed to be met in order to be cost effective and prevent counterfeiting.

Because all three of the fare media types in this series are produced and distributed in different ways, we approached the three as separate design challenges, relying on the agency’s typeface and logo to visually connect the projects.

The pass series, which includes a calendar and is sold in three time-frame versions, incorporates line drawings of vehicle details, four-color photographic vehicle details, typeset information and a holographic overprint. These elements have been carefully integrated in a design that is meant to reflect value and a colorful passenger experience.

The Metro Day Pass is a new fare product that allows riders to buy just one ticket for unlimited trips in a 24-hour period. We introduced fluorescent inks into this design and created a bright but sophisticated two-color palette. The coloration, along with clear type design and an illustration element that signifies movement, all add excitement and “flag value” to the passes. The combined elements also make the pass difficult to counterfeit.

The Metro Transfer passes incorporate solid inks, but must be printed at a lower cost on stock that can be processed by our operators. The key to this design was ordering information so operators can easily find the date and time areas that must be quickly punched when the transfer is issued. An illustrated element is similar to that on the Day Pass, and helps to bring these two daily fare media together for a seamless all-Metro user experience.

When we examine return on investment, the numbers tell a positive story: Day pass sales are doing very well. When the product was first introduced in January 2004, sales were 50,000 units per day. Metro currently sells nearly 70,000 per day, and the Day Pass is the most popular fare media that we sell. Because the Day Pass is less costly to produce than tokens (which the Day Passes replaced), and each unit is sold at a higher margin than one-way tickets, the agency realizes greater income at a lower unit cost.

All told, Metro distributes nearly 129 million passes per year (a combined total for all three fare media categories.) Each fare media is used by a customer for a day, a week, or a month. Few other design elements within the Metro system are experienced in such a direct and personal way; we believe that the new designs are a key part of the customer experience.

The total yearly cost for production of the fare media series is $1.6 million. Design, photography and illustration for the passes were accomplished in-house by the Metro Design Studio.

Perfect for the city of Los Angeles—fun design, out of the ordinary. Doesn’t seem as convenient as the NYC card, but it’s a nice variety.

“There is no chance of anyone illegally reproducing these cards.” Bob Dinetz