1. Department of Transportation Transit Rebranding New Brand Identity City Council November 4, 2013

2. Department of Transportation Current System 2

3. 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 3

4. Department of Transportation 4 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.

5. 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

6. Department of Transportation How We Got Here 6 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

7. Department of Transportation Where We Are Going 7  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

8. 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 8

9. Department of Transportation New Theme Components  Name and Logo  Bus wraps  Shelter graphics  Stop graphics  Schedules  Maps  Marketing materials  Digital applications 9

10. Department of Transportation New Name & Logo 10

11. Department of Transportation New Look 11

12. Department of Transportation New Look 12

13. 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 information 13

14. 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) 14

15. 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