Mutum Mobility
ClientAyuntamiento de Murcia
Idea They say that Alfonso X's heart rests in the city of Murcia, which is why his symbolism is present in many of the local institutions. A shared heartbeat, the pulse of a city is in its streets. A brand of mobility linked to the territory through the legacy of a city and its history. An emotional connection with citizens.
Testing an idea is the best way to validate it. This is the proposal we developed for the paid competition organized by the Murcia City Council for the Murcia Urban Mobility Network. A concept based on a parallelism that links urban traffic with blood circulation. The city as a living entity in constant motion and the Network as a heart that pumps its citizens smoothly through public transport.
A CONTEST, AN IDEA, A PROPOSAL
NAMING.
An exchange between user and city for a quiet city.
Something is pulsing in the streets of Murcia. The city is moving, and we are moving with it. Mutum is an onomatopoeia, a name that pulsates and connects with Murcia, with the common, with the silence (mutis) of a mobility that is more integrated with its environment.
The adjective “mutual” comes from the Latin mutuus, which refers to something that is reciprocal or occurs in both directions. It implies exchange, symmetry, and shared responsibility.
Mutum is interpreted as “silence.” A term that evokes the beating of a heart or the constant pulse of a city, making everything flow… without making a sound.
A mobility brand is defined by its vehicles. Understanding the diversity of formats and media, as well as their contexts of use, allows us to adapt the brand to specific solutions that make these vehicles unique pieces that are perfectly related. The line takes over the perimeters, creating a brand continuum throughout the city while respecting the uniqueness that separates a motorcycle from a tram.
THE VEHICLE AS A BRAND VECTOR
