Department of Transportation

Transit Rebranding

New Brand Identity

City CouncilNovember 4, 2013

Department of Transportation

Current System

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Department of Transportation

Current System

• Six ARTS routes throughout Pasadena

• Nearly 400 bus stops

• 17 buses operating during the peak periods

• Served over 1.5 million passengers in 2012

• One of largest local operators in the region

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Department of Transportation

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System Identity

Transit Branding – Key Considerations>Legible, iconic, relevant over time>Simple, recognizable>Logo, look, image

• Distinctive, user-friendly• All modes of information to public• Interconnected theme• Schedules, maps, displays, buses, internet,

etc.

Department of Transportation

• Pasadena Area Rapid Transit System (ARTS) - June 1994

• Caught people’s attention with the look of the buses, varied and brightly colored wraps

• The wraps on the street side were full while the curb side kept the windows clear

• Bus stop signs had a distinctive look with just the ARTS logo

• In 2006, security concerns regarding covering bus windows and maintenance issues led to a revised look

How We Got Here

Department of Transportation

How We Got Here

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2006 bus stop signs and bus wraps

• New bus wrap artwork retained previous look and history of system

• Windows not covered; cleaner look

• ARTS circle/triangle logo retained

• Tied into look of the schedules

• Large color route numbers used

• Destination/contact information

• New look used on all materials

Department of Transportation

Where We Are Going

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>Larger and Different Transit Service• Growth from one route in 1994 to regionally-integrated

citywide service carrying over 1.5 million passengers

annually

>New Fleet• New buses, improved reliability, cleaner look

>Real-Time Arrival Information System• Change the way people get scheduled information

• Phone, internet, at many bus stops

>Branding• Time to redefine the image of our system and agency to be

more consistent with the service we provide

Department of Transportation

Rebranding Process

• Art Center College of Design Nov 2011 to Apr 2012> Course to develop new brand concepts

• Municipal Services Committee of City Council Jul 2012> Approval to establish panel to evaluate concepts and provide feedback

• Pasadena Transit Brand Identity Panel Jul to Dec 2012> Representatives from MSC, TAC, City Manager’s office, Economic

Development, PIO, City’s Graphic Artist, DOT, and ARTS users• Focus Groups/Survey Dec 2012

> Provided feedback on three project finalists; key considerations explained• Selection of Brand Concept Dec 2012

> Panel identified preferred concept, per modifications to be made by artist• Finalized for MSC Review Jan 2013 to May 2013

> Artist working with staff on finalizing applied graphics• Presented Information Item to Design Commission Oct

2013

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Department of Transportation

New Theme

• Components>Name and Logo>Bus wraps>Shelter graphics>Stop graphics>Schedules>Maps>Marketing materials>Digital applications

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Department of Transportation

New Name & Logo

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Department of Transportation

New Look

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Department of Transportation

New Look

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Department of Transportation

New Look

• Components>Bus stop standards>ADA compliance>Name and logo>Transition using

established route numbering and colors

>Destination information per schedules

>Contact information13

Department of Transportation

Anticipated Schedule

• Finalize graphics for production November 2013 – December 2013> Work with graphic artist> Coordinate with City graphics, bus wrap vendor, etc.

• Marketing Coordination November 2013 – December 2013> Contract with marketing consultant> Prepare marketing roll out

• Implement Marketing Campaign January 2014/February 2014> Installation of new graphics> Public campaign kicks off(Kick off scheduled to correspond with roll out of real-time arrival system)

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Department of Transportation

Fiscal Impact

• Projects aligned to enhance impact of marketing message, reduce costs, and leverage related funding components> Rebranding> Transit Vehicle Arrival Information System (FTA & Metro grants)> Additional service per Job Access and Reverse Commute Grant (FTA

grant)> Delivery of 7 new buses (FTA & Metro grants)

• Estimated cost approximately $150,000> Fiscal Years 2014 and 2015> Bus stop signs, bus wraps, printed schedules, bus stop information

panels, shelter maps, marketing materials, website update, etc.> Most produced materials are part of normal course of business

o Some items accelerated per rebranding (e.g., bus stop signs, bus wraps)

• Proposition A and C Sales Tax (Funds 208 and 209)15