Under CIVITAS MIMOSA, Tallinn has reviewed its public transport (PT) information graphics to improve the user experience and image of public transport. Following indepth surveys and analysis on public satisfaction with public transport, confusing information and a lack of standardisation in PT information graphics were revealed as the most critical issues that needed addressing. A comprehensive Tallinn Transport Design Standard was drafted giving guidelines on how to communicate PT info (use of colour, type, layout and even use of user-friendly language). To create a more accessible service environment, the Tallinn Transport Department followed the concept of “universal design”. The term “universal design” describes the concept of designing all products to be aesthetic and user friendly to all citizens regardless of their age, ability, or status in life. During the design process we consulted various user groups: mobility and visually impaired persons, elderly people, children, tourists etc. The task was to design the PT information as simple as possible to meet users needs. Autumn 2012, saw the launch at PT stops and in PT vehicles of the new mobility mapping and public transport information in line with the modernised Tallinn Transport Design Standard. The launch was accompanied by awareness campaigns promoting the new Tallinn Transport information branding on the Schoolbus and Park & Ride services. See photo gallery. Winning the Design Management Europe Award 2012 is a significant step for the City of Tallinn as it is the first time a design management prize of such importance has been given to Estonia. The DME Award recognises successful design management strategies and also demonstrates the commercial and social benefits to be gained from good design management practices. View Tallinn’s Winning Transport Service Brand & Poster here! For more information about DME visit www.designmanagementeurope.com.