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Identity and Branding

The provision of a distinctive, unique and highly visible branding/identity should be considered essential for any BRT system. This identity should be incorporated into all elements of the system particularly in terms of the running ways, stations and the BRT vehicles selected. Surveys have revealed this to be particularly appealing to users and helps create a strong image for the system. They should convey a greater level of service to other local and limited-stop services on the bus network for a corridor or area.

Brand identity is incorporated through the use of names, logos, color schemes, graphics, design of physical elements and marketing materials. The choice of a brand is unique to each market and therefore must be tailored to that specific situation. The choice of the identity for a system usually begins with a large research effort to understand the needs and tastes of the target riders. Implementation of the branding involves incorporating the chosen motif into the physical elements of the service.

Authors: Ian McNamara and Mark Miller