Morrisville Public Transportation Study

Service & Financial Plan

Branding Branding is essential in developing the agency's identity and aesthetic and reflecting the values of the agency. The look and feel of that brand is reinforced at every public interfacing opportunity- logos, nodes, system maps, vehicle

Figure 21 | Morrisville Public Transportation Study Logo

exteriors and interiors, agency websites, social media, and traditional campaigns. A good brand can help create a positive image of an agency and its services. An important part of branding is choosing a unified design standard, colors, or a logo that can be part of all services. This helps to create a visual identity for the transit agency and its services. At the onset, Morrisville should standardize the logo, fonts, colors, tagline, and overall look-and-feel of materials—in print, online, at stops, internally, and in any other applications. This requires the creation of a style guide separate from the Town’s existing style guide. At a minimum, a style guide should include a set of fonts, a color palette, and logos.  Fonts should include alternatives for software like PowerPoint where proprietary fonts may not be available (e.g., on someone else’s computer at a conference). Also, it is important to install style guide fonts on all Town of Morrisville computers.  Colors should list CMYK, RGB, hex, and (if available) Pantone codes.  The logos should always be available in color versions, as well as “reverse” versions (white only on a transparent background, and black only on a transparent background). They should be available in both .png and .ai/.eps file formats. Another useful way to maintain consistency in style is to develop templates for Word (.docx files), PowerPoint (.pptx files), and InDesign (.indt files) and to set up an Adobe color palette that can be used in any of its products (.ase files). Vehicles are the largest and most recognizable branding element of most public transportation providers. It is important to ensure that transit vehicles are not confused with other institutional shuttles (e.g., hospital, church, or paratransit shuttles). The Town's shuttles can be distinguished by increasing the use of color and using a headsign for information (see Figure 22). While the ability to brand vehicles will vary depending on the service method, even contracted service can be uniquely branded if negotiated. Morrisville should build branding requirements in any service contract where vehicles are not owned by the Town. In addition to vehicles, nodes should be clearly branded and have a sense of placemaking that is inviting to riders (see Figure 23).

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