Abstract: To improve passenger satisfaction degree of Suzhou Rail Transit Line 5, Suzhou Rail Transit is devoting in ‘Elegant Jiangnan, Exquisite Service’ to create enriching experience for urban rail transit passengers. Line 5 adopts major- and sub-brand management mode to upgrade conventional service concept and standards. ‘Red Flower’ service counter sub-brand is established at the Olympics Sports Center Station in the form of ‘Florescent Wuyun + Sub-brand’. The core idea of ‘Florescent Wuyun’ brand naming and building is introduced, and the concept, standardized management, functiona\|lity, and future development of ‘Red Flower’ service counter subbrand are introduced. Through service branding construction, on one hand, the service concept of ‘innovative humanistic service, creating comfortable journey’ will infiltrate into the heart of every metro staff and let ‘Red Flower’ counter harmonizes human interaction, delivering hope, warmth, beauty and happiness; on the other hand, with the leadership of the major brand ‘Florescent Wuyun’, the Suzhou characteristics of ‘Elegant Jiangnan, cultural Wu’ and ‘intelligent and sci-fi sense’ of stations are combined, so as to realize the embodiment and sublimation of humanistic metro.