AT Metro
{{Short description|Public transport brand in Auckland, New Zealand}}
{{Use New Zealand English|date=July 2024}}
{{Use dmy dates|date=April 2022}}
{{Infobox Brand
|logo= AT Metro logo.png
|name= AT Metro
|image=
|type= Public transport
|currentowner= Auckland Transport
|introduced= 2014; {{years ago|2014}} years ago
|markets= Auckland, New Zealand
|website= {{URL|at.govt.nz}}
}}
AT Metro is a public transport brand in Auckland, New Zealand, managed by Auckland Transport (AT). It was launched in December 2014, following the decommissioning of the MAXX brand with updated bus and train liveries, staff uniforms, wayfinding signage and a refreshed external communications identity.{{cite web|title=About AT Metro|url=https://at.govt.nz/bus-train-ferry/about-at-metro/|publisher=Auckland Transport|accessdate=30 May 2015|archive-url=https://web.archive.org/web/20150530162235/https://at.govt.nz/bus-train-ferry/about-at-metro/|archive-date=2015-05-30|url-status=dead}} In 2023, AT began decommissioning the AT Metro brand, replacing it with the refreshed AT brand identity.
Usage
File:AMA 103 at Puhinui.jpg train in AT Metro livery.]]
Bus operator contracts were updated in late-2014 requiring fleets to be repainted in AT Metro livery in tandem with their standard maintenance schedule.{{cite news|title=Makeover for Auckland buses|url=http://www.radionz.co.nz/news/regional/261947/makeover-for-auckland-buses|accessdate=30 May 2015|agency=Radio New Zealand |date=16 December 2014|archive-date=30 June 2015|archive-url=https://web.archive.org/web/20150630014319/http://www.radionz.co.nz/news/regional/261947/makeover-for-auckland-buses|url-status=live}} Staff uniforms were rolled out within a similar timeframe. AT's new electric train fleet was manufactured with the new livery.
Liveries differ depending on the service, with rapid transit services (Northern Express bus and rail) in AT Blue and AT Silver accented in yellow highlights; specialty bus services (Link and Airporter) in custom, distinguishable colours; and other bus services in AT Blue and AT Silver. These livery colours are being retrained as the AT Metro branding is being replaced with the new AT branding.{{Cite web |last=Transport |first=Auckland |date=2024-03-03 |title=Brand identity guidelines |url=https://at.govt.nz/about-us/brand-identity-guidelines |access-date=2024-04-12 |website=Auckland Transport |language=en-nz}}
History
AT Metro replaced the MAXX brand, introduced by the former Auckland Regional Transport Authority. The MAXX brand was not widely recognised as bus operators did not update their fleets to the new livery.{{cite news|last1=Rudman|first1=Brian|title=Maxx - bold and confident, but yesterday's brand|url=http://www.nzherald.co.nz/transport/news/article.cfm?c_id=97&objectid=10414029|accessdate=30 May 2015|agency=The New Zealand Herald |date=6 December 2006|archive-date=24 October 2012|archive-url=https://web.archive.org/web/20121024145014/http://www.nzherald.co.nz/transport/news/article.cfm?c_id=97&objectid=10414029|url-status=live}} Auckland Transport announced in July 2012 that the 'weak' MAXX brand would be phased out, in favour of the agency's new AT branding.{{cite news|last1=Dearnaley|first1=Mathew|title='Weak' transport brands for axe as new logo beds in|url=http://www.nzherald.co.nz/transport/news/article.cfm?c_id=97&objectid=10818227|accessdate=30 May 2015|agency=The New Zealand Herald |date=9 July 2012|archive-date=9 July 2012|archive-url=https://web.archive.org/web/20120709201901/http://www.nzherald.co.nz/transport/news/article.cfm?c_id=97&objectid=10818227|url-status=live}} In 2023, AT began phasing-out the AT Metro brand, replacing it with the refreshed AT brand identity on all new electric buses, wayfinding signage and advertising.{{Cite web |title=New Zealand's first fully electric bus depot unveiled |url=https://www.intelligenttransport.com/transport-news/143389/new-zealand-first-electric-bus-depot/ |access-date=2024-04-12 |website=Intelligent Transport |language=en}}
References
{{Reflist}}{{Public transport in Auckland}}
Category:Rail transport in Auckland