BGTOLL
National Toll Collection System Branding

BGTOLL is a Bulgarian electronic toll collection system. Е-vignettes are a modern way of charging for the use of the national paid road network. The system is a combination of technical means and procedures for sale, validation, and control of the regulated use of the road network.

Developing the brand of a large institution that is supposed to be in the public eye often is challenging. We’ve built the brand fundamentals of BGTOLL on simplicity and straightforward rules – the result is a logo that’s easily understandable at first glance by Bulgarian citizens and foreigners alike. The brand conveys feelings of security and stability, that every institution must give to its users.

Scope
Logo Design
Brand Identity
Slogan

Category
Institution

Team
6 members

Timeframe
1 year

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BGTOLL is a Bulgarian electronic toll collection system. Е-vignettes are a way of charging for the use of the national paid road network. The system is a combination of technical means and procedures for sale, validation, and control of the regulated use of the road network.

Developing the brand of a large institution that is supposed to be in the public eye often is challenging. We’ve built the brand fundamentals of BGTOLL on simplicity and straightforward rules – the result is a logo that’s easily understandable at first glance by Bulgarian citizens and foreigners alike. The brand conveys feelings of security and stability, that every institution must give to its users.

Scope

Logo Design
Brand Identity
Slogan

Category

Institution

Team

6 members

Timeframe

1 year

Research

Making the branding of a large national institution, we entered the BGTOLL project knowing that in order to be thorough and deliver the best results, we needed to dive deep into the market. We made sure to do our research for other countries and similar systems.

All reference images are property of their respectful owners and are shown here for research purposes only.

Research

Making the branding of a large national institution, we entered the BGTOLL project knowing that in order to be thorough and deliver the best results, we needed to dive deep into the market. We made sure to do our research for other countries and similar systems.

All reference images are property of their respectful owners and are shown here for research purposes only.

All reference images are property of their respectful owners and are shown here for research purposes only.

Logo Concept

The mark of the logo is derived from the letter “T” for “Toll”, a road pictogram and road support (pillar). It also combines 5 lines, symbolizing the 5 types of roads that BGTOLL includes. The logotype is compact, separated from the mark so that it could be adapted in Cyrillic, and also positioned in a different way in different layouts. The geometry of the letters fits the spirit of the infrastructure.

Logo Concept

The mark of the logo is derived from the letter “T” for “Toll”, a road pictogram and road support (pillar). It also combines 5 lines, symbolizing the 5 types of roads that BGTOLL includes. The logotype is compact, separated from the mark so that it could be adapted in Cyrillic, and also positioned in a different way in different layouts. The geometry of the letters fits the spirit of the infrastructure.

Logo Concept

The mark of the logo is derived from the letter “T” for “Toll”, a road pictogram and road support (pillar). It also combines 5 lines, symbolizing the 5 types of roads that BGTOLL includes. The logotype is compact, separated from the mark so that it could be adapted in Cyrillic, and also positioned in a different way in different layouts. The geometry of the letters fits the spirit of the infrastructure.

Brand colors

The dark blue color of the mark symbolises security and stability and inspires a sense of reliability. The color values resemble those of other similar institutions, which makes the mark easy to recognise and associate with law enforcement. The color of the logotype is green. It is related to green traffic lights, the green color of the Bulgarian flag and the roads that go through the Bulgarian nature.

Brand colors

The dark blue color of the mark symbolises security and stability, and inspires a sense of reliability. The color values resemble those of other similar institutions, which makes the mark easy to recognise and associate with law enforcement. The color of the logotype is green. It is related to green traffic lights, the green color of the Bulgarian flag and the roads that go through the Bulgarian nature.

Corporate typeface

Montserrat Regular & Bold

Corporate typeface

Montserrat Regular & Bold

Corporate typeface

Montserrat Regular & Bold

Language adaptation

For the Bulgarian adaptation of the logotypes is used the “Bulgarian” version of the Cyrillic letter “Л”, not the “Russian”. It helps readability from long distances and avoids a resemblance with the letter “П”.

Language adaptation

For the Bulgarian adaptation of the logotypes is used the “Bulgarian” version of the Cyrillic letter “Л”, not the “Russian”. It helps readability from long distances and avoids a resemblance with the letter “П”.

Slogan

As part of our work on the BGTOLL brand, we brainstormed and suggested over 40 slogan ideas for the client, in both English and Bulgarian. The selected slogan is “For better roads”.

For better roads!

Slogan

As part of our work on the BGTOLL brand, we brainstormed and suggested over 40 slogan ideas for the client, in both English and Bulgarian. The selected slogan is “For better roads”.

For better roads!

Slogan

As part of our work on the BGTOLL brand, we brainstormed and suggested over 40 slogan ideas for the client, in both English and Bulgarian. The selected slogan is “For better roads”.

Vehicles branding

We presented two different vehicle branding options for BGTOLL – an enforcement vehicle design and a control vehicle design. They were presented with a sideways view, above view, as well as a back view to properly illustrate the whole car.

Vehicles branding

We presented two different vehicle branding options for BGTOLL – an enforcement vehicle design and a control vehicle design. They were presented with a sideways view, above view, as well as a back view to properly illustrate the whole car.

Uniforms

Another piece of branding we prepared was uniform wear. It is intended for use by employees of BGTOLL in various control points within the road network.

Uniforms

Another piece of branding we prepared was uniform wear. It is intended for use by employees of BGTOLL in various control points within the road network.

Service terminals

We were tasked with creating a design for the branding of service terminals. They would be situated at border checkpoints within the road system. Also included was the design of self-service terminals for e-vignette purchase, situated at gas stations and other stops.

Service terminals

We were tasked with creating a design for the branding of service terminals. They would be situated at border checkpoints within the road system. Also included was the design of self-service terminals for e-vignette purchase, situated at gas stations and other stops.

Advertising materials

Our work on BGTOLL also included the design of various advertising materials at the proposal stage. These included billboards, signs, totems, brochures, catalogues, office supplies and others.

Advertising materials

Our work on BGTOLL also included the design of various advertising materials at the proposal stage. These included billboards, signs, totems, brochures, catalogues, and others.

Advertising materials

Our work on BGTOLL also included the design of various advertising materials at the proposal stage. These included billboards, signs, totems, brochures, catalogues, and others.

Brand
Guidelines

The last step was to compile all our propositions in one large, comprehensive document – the Brand guideline. Its role was to unite all the assets in one place and make it easier for the client to review and follow through with them.

Brand Guidelines

The last step was to compile all our propositions in one large, comprehensive document – the Brand guideline. Its role was to unite all the assets in one place and make it easier for the client to review and follow through with them.

Project Summary

Project Summary

“The road to success is not a path you find
but a trail you blaze.”

– Robert Brault

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