北花線回遊號 - 台灣公運美學計畫 Transportation Aesthetics Project

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TPE-HUN Public Transportation Aesthetics Project

北花線回遊號 - 台灣公運美學計畫

「歷經5個月，北花線創造3個第一」

第一次交通部X經濟部跨部合作

第一次公運服務路線新品牌

第一次公運產業設計導入大整合

「北花線－回遊號」公運美學品牌計畫由經濟部與交通部跨部合作並與台灣設計研究院(TDRI)聯手將設計導入公路運輸服務，

並配合2020年1月6日蘇花改開放全線通車，由公路總局授權首都、臺北與統聯3家客運業者行駛「台北－花蓮」全新路線。

MOEA and MOTC introduce design to public transportation. New routes (TPE-HUN Public Transportation) via Suhua Highway were

launched by three service providers on January 6, 2020. - TDRI led the two professional design teams for the execution,

targeting branding, bus exterior design, information design, and interior optimization.

此計畫發掘花蓮在地元素，以自然水色與鵝卵石為品牌視覺，透過8顆相連的石頭象徵蘇花改全線貫通的8個隧道，打造全新形象；

並以鵝卵石概念改造具人體工學的寬敞座椅與可調式造型頭枕，提升長途車程的舒適度；內裝透過色彩、材質整合，減少異材質使用、

淡化材質紋理、簡化線條大原則進行「減法設計」，車體更大膽以白、藍色系呼應。資訊指標也在法規原則下重新盤點，透過視覺計畫

檢視必要性；全方面從品牌路線、車體外觀、內裝優化等項目逐一著手，引領公路運輸產業的整合共創，優化大眾搭乘公運的服務體驗，

徹底顛覆過去公運巴士的刻板印象，打造最美的移動風景，宣告台灣「公運美學」誕生！

Through subtraction strategy, co-creation is facilitated to improve public transit experience. Achievement of design realization：

Local Elements｜Pebbles of Hualien’s famous Chih Sing Lake are used for the main visual.

8 pebbles symbolize the eight tunnels along the way. Green (mountain) and blue (sea) are used to create a new image.

Subtraction Design｜ Avoiding heterogenous materials, lightening textures, and simplifying lines;

white and blue interior presents a consistent look and pressure-free space, allowing people to enjoy the beautiful sceneries outside.

Human Factors｜ Ergonomic chairs and pebble-shaped adjustable headrest enhance comfort. Highlight of the project is the design of the headrest. .

Information Redesigned｜ Reexamining regulations and utilizing subtraction design to redesign signage system.

Colors are used for different levels of urgency. Bilingual signs create friendly experience.

在現有法規規範之下以減法原則導入資訊設計，去除非必要與重複內容，打破過去混雜著標楷體、黑體、圓體等字型，

將斗大的紅色警語轉換為俐落白色顯示，並選用文鼎晶熙黑體。文鼎晶熙黑體為台灣設計製造，擁有識別性、易讀性

與設計簡潔的精神，最重要的是在高速移動時保持視覺清晰，完全符合減法美學的設計原則。透過色彩計畫與指標

系統優化，用設計還給乘車者一個舒適乾淨的視覺感受。

具體效益上，創造台北花蓮雙城高度關注與支持，吸引國內外超過50家媒體採訪報導與近100篇電視、網路及紙媒露出；

每日營運最高服務5,000人次，並獲得9成以上乘客表示滿意，成功運用口碑行銷，促進觀光效益。

Track records & features
With public interest and support, the project attracted over 50 domestic and overseas media, achieving 100 TV, online, and print media exposures. Highest daily ridership reached 5,000; over 60% of passengers learned about the services via social media, followed by friends and families.

Over 90% expressed satisfaction. Successful WOM marketing generates tourism benefits.