Looking back at the graduation project of HCMC Metro brand identity design of HSU students

From the design drawings of the graduation project of 2 HSU Graphic Design students: Nguyen Pham Truong An and Nguyen Thai Hoc, the new design project to identify the brand of HCMC METRO urban railway project has been officially put into use throughout the system.

After more than 2 years, this design is honored at the Vietnam Creative Advertising Awards 2023.

From the drawing of the HSU student’s graduation project

The project was originally part of the graduation project of two students Nguyen Pham Truong An and Nguyen Thai Hoc, under the guidance of MSc. Tran Thi Nhat Tram – Lecturer of HSU Graphic Design. Realizing the good applicability and high feasibility of the project, as well as the desire to create value for the city’s top key projects, the research team actively presented the idea to the management board of MAUR and urban railway company No. 1 HURC.

Talking about the project, Nguyen Thai Hoc said: “The inspiration is definitely Saigon. When I think of HCMC Metro, the first thing that comes to mind is that I want to bring the culture of Saigon into HCMC Metro, it will be closer to the people.”

After many surveys, research, implementation and discussions to get the most suitable version, from January 2021, the logo and brand identity system of the Hoa Sen University’s research team have been selected to replace use throughout the Metro system.

On March 2, 2021, the leaders of the Urban Railway Management Board and HURC1 Company attended and listened to the report on the project results of Hoa Sen University students on the logo brand identity (Logo) of HCMC Metro. In total, HSU’s design team had about 4 meetings, worked, and edited to complete the project.

Nguyen Pham Truong An said he was extremely excited to have the opportunity to design for a project of great magnitude and meaning to the people of the city: “We met and edited many times before being selected. When we were rejected over and over again, I felt very helpless. However, when it was put into use, I was very proud. Sometimes I think this will be the biggest project of my life. However, I still want to do more valuable things in the future.”

To actual projects and recognition from the grand prize

Marking this memorable milestone of HSU Graphic Design students, on March 12, 2021, The Management Authority for Urban Railways (MAUR) and Ho Chi Minh City Urban Railways No. 1 Company Limited (HURC1) sent a delegation to visit and work with the School Board and the Faculty of Design & Arts of Hoa Sen University. Based on the assessment of capacity, potential, demand for cooperation, representatives of 03 parties agreed and signed a Memorandum of Understanding with the content related to receiving interns, creating opportunities for job experience and professional development for young workers.

Within the framework of the Memorandum of Cooperation, Ms. Vu Minh Huyen, Deputy Head of The Management Authority for Urban Railways (MAUR) and Ms. Van Thi Huu Tam, Deputy Director of Ho Chi Minh City Urban Railways No. 1 Company Limited (HURC1) officially received the Graphic Design Graduation Project “Brand identity product set and communication plan for HCMC – METRO”.

Specifically, according to the agreement of the two units, all brand identity items were completely newly designed, except for the HCMC METRO logo, which was redesigned based on the idea of the existing logo, aiming to preserve the identity of the logo that has been associated with HCMC METRO throughout the past construction process.

The research team said that the changes in the logo were created to increase streamlining, versatility, and most importantly, help the logo better match the HCMC METRO brand attributes: safe, modern, punctual, the pride of all people in Ho Chi Minh City and the people of the country.

In April 2023, the author group of Metro – Me Pho visited and experienced the City Theater Metro Station after the Signing Ceremony to hand over the HCMC Metro brand identity system. After 2 years back, the City Theater Station is now more spacious and completed in the final stages.

On December 17, 2023, the HCMC Metro brand identity system project named Me tro – Me Pho won the “Promising image design” award at the Vietnam Creative Advertising Awards 2023 held at Nguyen Hue Walking Street. The national award is organized by the Ministry of Culture, Sports and Tourism in collaboration with the Vietnam Advertising Association, to honor and recognize the contributions of advertisers.

This is also a success that demonstrates the orientation of Hoa Sen University in general and the Faculty of Design & Arts in particular in connecting businesses and bringing practical social topics into subject projects.