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