Apple Pay was debuting at transit stations around the world and I had the privilege of leading the team that would design how Apple would show up in the space. The new feature allowed commuters to replace a subway card with their phone, and to simply tap and go.
We spent months in the design process creating a unique yet familiar visual language that would embody the iconic nature of Apple messaging, but also feel like it was tailor-made for transit. The system needed to accommodate for both simple messaging but also be able to educate commuters on how it all worked. We built an extensive design language, influenced by the almost universal subway signage for how to explain the new feature and then we modified units with bespoke icons for each new market that opened up.
Apple Pay Transit Messaging
Digital Boards
Design Process
The visual vernacular we built was heavily influenced by western subway and public transportation idents. We borrowed just enough to be familiar and then adjusted necessary components to make it ownable and unmistakably Apple. An added benefit to reappropriating the visual language of transit is that it feels instructional, iconic, and important. It’s also clean and simple, releasing it of any complexity or clutter that would be distracting. The end result is a pure and flexible format that can live and operate well in any environment.
