The Goulburn Rail Trail is a proposed Goulburn Mulwaree Council tourism initiative currently in the planning and funding stage. Led by the Goulburn Rail Trail Committee, it is envisioned as a shared walking and cycling trail, the project aims to celebrate the region’s rich railway heritage while encouraging outdoor recreation, tourism and community connection. Jordan Design was engaged to develop a brand identity that could help communicate the vision, build public awareness and generate momentum for the project as it progresses towards implementation.

The Brief

At this early stage, the brand needed to do more than identify the project – it needed to inspire support. The identity was required to communicate a sense of exploration, adventure and discovery while establishing credibility with stakeholders, potential funding partners and the wider community. It also needed to reflect the railway heritage at the heart of the concept and create a strong foundation for future marketing and promotional activity.

The Logo & Icon

The centrepiece of the identity is the custom GRT Track icon – a curved rail track illustration designed to echo the distinctive slopes featured in the Goulburn Mulwaree Council logo, grounding the brand in the geography of the region. The icon creates an immediate connection between the proposed trail, its railway heritage and the local landscape, helping to establish a recognisable identity for the initiative.

Typography

The primary typeface is P22 Underground, originally designed for the London Underground signage system. It was selected for its strong legibility, timeless character and subtle association with rail travel. A complementary handwritten script introduces a sense of warmth and personality, balancing the structured heritage of the railway with the relaxed, outdoor nature of the proposed trail experience.

Tagline & Visual Message

The custom tagline ‘walk. wheel. discover.’ was developed as a central element of the brand. It communicates the project’s inclusive vision and encourages people to imagine how they might experience the trail in the future. The broader visual identity combines heritage and adventure, creating a brand that feels both authentic to the region and aspirational in its outlook.

The Result

The result is a distinctive and engaging brand identity that provides the Goulburn Rail Trail Committee with a professional platform to promote the project, engage stakeholders and support future funding opportunities. By helping to clearly communicate the vision, the brand plays an important role in building awareness and momentum for the initiative as it moves through the planning and development process.