Department of Transportation

Transit Rebranding

New Brand Identity

City Council November 4, 2013

Current System

Department of Transportation 2

Current System

Department of Transportation • 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 3

System Identity

Department of Transportation

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.

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How We Got Here

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

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 6

Where We Are Going

Department of Transportation >

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 7

Rebranding Process

Department of Transportation • • • • • • • 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 8

New Theme

Department of Transportation • Components > Name and Logo > Bus wraps > Shelter graphics > Stop graphics > Schedules > Maps > Marketing materials > Digital applications 9

New Name & Logo

Department of Transportation 10

New Look

Department of Transportation 11

New Look

Department of Transportation 12

New Look

Department of Transportation 13 • Components > Bus stop standards > ADA compliance > Name and logo > Transition using established route numbering and colors > Destination information per schedules > Contact information

Anticipated Schedule

Department of Transportation • 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) 14

Fiscal Impact

Department of Transportation • •

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)

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