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Branding A Family of Services

Branding: A Family of Services

A green and white concord area transit bus and a blue and white mid state transit bus.

The Belknap-Merrimack Community Action program operates fixed-route service in Concord, NH, and demand-response service throughout its two-county region. To increase visibility for both services, bold new vehicle graphics were created that were distinct for each service, but which used a common style to create a “family of brands.”


Concord Area Transit (CAT) was branded in bold green and gold, with the front of the bus solid green to establish a highly visible on-street presence.  Mid-State Transit (MST)–the demand-response service–was branded in blue and gold with a similar vehicle design.

A green and white bus with the word one on the side.
A blue and white bus with the word mst on the side.
Three white buses are parked next to each other in a parking lot.

Prior to this branding effort, the previous vehicles had been a fairly indistinguishable white with virtually no design. The bold new look of the re-branded buses immediately increased visibility for both the local and rural services, resulting in ridership growth.

Three brochures for cat and mst are displayed on a white background.

The branding, carried through on guides for each of the services, clearly demonstrates the relationship to the parent brand. The colors were all pulled from the parent agency’s logo which was displayed in a small version on the vehicles and on the back of the brochures.

A mountain lift logo with a bird and a cheetah.

Northern Arizona Intergovernmental Public Transit Agency in Flagstaff, Arizona, like many transit agencies, operates both fixed-route and paratransit services.


Their fixed-route service has always been called Mountain Line with a logo that ties into the mountain cats of the region, known for their speed and agility. However, their paratransit had an unrelated name. To bring the services together as a system, the paratransit was rebranded as Mountain Lift with a coordinated logo and the symbol of a soaring bird to communicate the freedom that transit offers persons with mobility limitations.

A hybrid electric bus is parked in front of a brick building and in front of a set of mountains.
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