Branding and Marketing

Branding is an essential element of a successful BRT service, differentiating it from conventional transit services. The brand is, arguably, the single most valuable asset an organization can possess.  

The branding process was interactive and involved naming and visual branding. Input on the name, logo, and coloring were sought from VTA staff and outside focus groups. General and specific criteria for naming and visual branding were developed in concert with VTA staff. Criteria for the BRT name included: distinct, relevant, easy to pronounce, non-corruptible, memorable, familiar, as well as quality, reliable, distinctive, fast/speedy, premium, and sleek.

The name that emerged was Valley Rapid.

The logo and coloring scheme criteria were similar and included: distinctive, contemporary, memorable, reliable, as well as consistent with the VTA identity and colors. After a final group of potential brand identity packages (logo, color scheme, name, etc.) were developed, they were tested with the general public and target market segments through focus groups and on-line surveys.  The focus groups and survey respondents overwhelmingly chose one branding package - the selected logo design and predominantly blue vehicle scheme are shown in the two graphics on the previous page.