HomeMy WebLinkAbout10-06-2015 Item 11 - Branding Update for SLO Transit Vehicles
Meeting Date: 10/6/2015
FROM: Daryl Grigsby, Public Works Director
Prepared By: Gamaliel Anguiano, Transit Manager
SUBJECT: BRANDING UPDATE FOR SLO TRANSIT VEHICLES
RECOMMENDATION
Approve revised paint scheme for new SLO Transit vehicles, and maintain existing paint scheme
for all existing transit stock with a phasing in of the new scheme as vehicles are replaced.
Background
The City is in the process of ordering the replacement of three fixed-route vehicles. As part of
that order any changes to the paint scheme must be included.
In 2014, the City of San Luis Obispo adopted a new city emblem as its identifying logo. The
adoption of this emblem included an accompanying Style Guide that specifies how this emblem
should be used in various applications and the method by which the City’s brand is to be
maintained in a consistent fashion. While the Style Guide addresses emblem placement on City
fleet vehicles including passenger vehicles, it does not specifically address application on transit
vehicles. SLO Transit has worked hard to develop its current branding scheme and so conversion
to another brand, including emblem placement, is a departure from current marketing efforts.
SLO Transit has worked with two consultants to develop a revised branding plan for transit
vehicles that incorporates the City’s new emblem while maintaining some continuity with
current fleet elements that passengers have grown to recognize on their local city buses.
Brand History
Prior to the current SLO Transit paint scheme the brand consisted of the system name, “San Luis
Obispo Transit,” in-line with a light blue linear stripe that encircled the bus. Buses were often
confused with SLORTA buses at the time. In 2008, the SLO Transit system adopted the blue &
yellow color scheme, reflective of the City’s prior logo design. This design has remained
unchanged since then and has since become the brand by which the local transportation system is
distinguished from the regional services of RTA who also operate within the City limits.
It should also be noted that most transit systems establish different branding from their City
completely. The Big Blue Bus of Santa Monica, People Mover of Anchorage, Muni of San
Francisco and The Wave of Okaloosa Florida are all examples of unique branding intended to set
the transit system apart from municipal functions. This is in part because transit systems
generally operate separate from the City’s general fund and look for market based attention as
opposed to municipal branding. Additionally, services are typically contracted out to a third
party and are operated by non-city employees.
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Revising the Current Brand (recommended)
Staff’s recommended approach is to use the new bus purchase as an opportunity to create a
revised brand that introduces the new City logo as part of a modified paint scheme.
Implementing the revised paint scheme on the three new buses will not change the cost of the
specified procurement contract. Transit staff has worked with two design firms, independently,
to develop renderings of how to preserve current key brand elements on the buses while
incorporating the new City logo in a complementing fashion. Specifically, staff proposes to
preserve the blue & yellow colors that are resoundingly considered synonymous with the SLO
Transit brand. The revised scheme will adopt a more modern design and incorporate the emblem
as part of that design instead of converting to a totally new scheme.
Proposed Hybrid Design
This proposed “revised/hybrid” brand intent is to reflect the quality, experience and future of
transit services in the City of San Luis Obispo, while still paying homage to its past. A
predominant feature of the revised brand is a more modern Bus Rapid Transit (BRT) style
vehicle, distinguishable from other bus models by its more aerodynamic windswept styling. By
preserving the most distinguishable part of the current brand (the traditional SLO Transit blue &
yellow) it remains familiar to current riders and easily distinguishes the City system from the
RTA fleet.
This also allows for continuity with other SLO Transit vehicles without the need of updating
paint schemes to match all at one time. In transit terms, the proposed hybrid design is a linear
multicolor (blue and white) perforated graphic, in the shape of a route line, which evokes a sense
of movement, speed, and destination. Additionally, these lines serve as the basis by which a logo
(whether City’s or its own transit brand) is featured. Finally, as part of the logo design, highly
reflective sheeting will be used to provide an additional safety feature for later-hours of operating
service.
These initial concepts and renderings where shared with the MTC. Their thoughts on revising the
brand (either entirely or in part) included the following comments:
In regards to completely rebranding the system around the new logo and color scheme:
Unanimously wanted to keep the blue & yellow
Most suggested that SLO Transit should have a logo of its own, separate from the City
Some suggested that if not a new emblem, that it should remain as the “Bell”
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In respects to the proposed “Revised Brand (hybrid)” rendering:
Move City logo elsewhere (as it was previously centered on the vehicle)
Reduce or eliminate the “white” that is part of the graphic
Consider promoting the Bus Tracker app within the design
Most MTC suggestions were implemented in the revised proposed hybrid design being brought
to Council shown above.
Full Adherence to the Style Guide (not recommended)
As part of consideration of this issue, staff reviewed an alternative of repainting the entire fleet in
a new color scheme based on the colors specified within the City’s new Style Guide and with
similar styling to the current brand for design continuity. The figure below is the artist rendition
of this alternative.
Design-Based On New Logo
Even this schematic deviates from the Style Guide in that it incorporates a blue wave pattern for
the vehicle while the Style Guide recommends City fleet be a solid white surface. This schematic
is very similar to the older SLO Transit scheme and was often confused with RTA buses. Staff
believes this would also occur with this design even with the new RTA buses that use green as
their identifying feature. An initial costs estimate for painting all 15 fixed-route vehicles,
including a double-decker bus, is approximately $300,000 (on the low end). This is a significant
cost and is probably not a wise expenditure of limited transit funding. This also does not include
the cost of modification, or replacement, of bus stop signs, bus passes and ancillary materials or
equipment that have the current blue & yellow color scheme nor does it account for the
additional cost of an educational marketing campaign needed to educate the public about the
change in brand.
Public Outreach
In reviewing the potential issues associated with a new branding of the buses, an informal poll of
passengers at the Transit Center and of the Mass Transit Advisory Committee was conducted.
One major theme often cited was that the colors “blue & yellow” were the way they identify
SLO Transit fixed-route from other transit services. It is therefore reasoned that any significant
changes to SLO Transit brand may not be well received. Furthermore, significant departures
from the recognized blue and yellow SLO Transit buses ma y create confusion for some riders,
especially those with cognitive disabilities. In general, simple is usually better for changes
affecting transit riders. Significant changes would also require expensive outreach campaigns in
order to successfully make the transition to a brand new color scheme that is not blue and yellow.
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Other Issues
Staff also considered the current name of the transit system. SLO Transit is the name by which
the community identifies the City’s fixed-route public transportation system. While SLO is an
acronym for the City’s name (San Luis Obispo), its phonetic sound closely associates the name
with the word SLOW which suggests a less desirable form of commuter travel. This is an
oxymoron to how the City attempts to portray its transit system as a competitive alternative to
private vehicles. However, the name appears to resonate with locals and the “SLO pride” closely
held by them. It should also be noted that the recommended design attempts to directly tackle
this oxymoron with a very forward and modern design approach and the use of “slotransit.org”
as an identifying mark. The goal is to continually grow ridership by appealing to younger
generations and create an attractive brand that continues to be competitive with private vehicle
ownership.
FISCAL IMPACT
The “Revised Brand (Hybrid)” appears to be the most economically feasible alternative. This is
because the creation of the revised brand is built into the procurement of the three new vehicles
which is at no additional costs when replacing the prior submitted paint scheme. This also allows
for the revised brand to operate amongst older fleet models with enough design continuity to
minimize the amount of possible confusion. Additionally, it also allows staff to preserve the
existing ancillary materials (e.g. bus stop signs, passes, brochures, etc.) without the cost of a
redesign and the need of replacing them.
ALTERNATIVES
1. Choose full adherence to Style Guide. This is not recommended given costs and
departure from recognized SLO Transit brand elements.
2. Reject both design alternatives and direct staff to redesign. This is not recommended
since staff and the MTC are supportive of the Revised Brand (Hybrid) alternative.
Attachments:
a - Recommended - Design Continuity
b - Not Recommended - Design Based On New City Logo
c - City_StyleGuide - Fleet Applications
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Proposed Update to
SLO Transit’s Brand
Presented By Gamaliel Anguiano, Transit Manager
Original Service: 1974
Brand Modification: 80’s (?)
Further Brand Modification: 90’s
Current Brand: 2000’s
Issue:
2014 the City has a new adopted emblem and
accompanying Style Guide.
SLO Transit is in the process of acquiring 3
replacement vehicles
The current transit fleet follows the prior brand
Chance to revisit the branding requirements with the
manufacturer, at zero cost
Option 1:
Pursue a completely new branding of the transit fleet
based on the newly adopted City emblem.
Process
Step 1: Reviewed Style Guide
Step 2: Conducted Rider Interviews
Step 3: Stake-Holder Comments (MTC)
Step 4: Application of Industry “Best-Practices”
Step 1: Style Guide
Transit fleet branding purposely left out of style guide
as consideration was given to:
Public accessible vehicle vs. employee only vehicle
Market share approach and marketability
Third party vendor operated system
SOLUTION: Derive Design Principles from Style Guide
Step 2: Rider Interviews
Identified “blue & yellow” as being synonymous with
SLO Transit
Followed by: “having a bell” and “wavy line”
Not all riders are aware of the newly adopted Emblem
Riders with cognitive disabilities are challenged by
change
SOLUTION: Significant Educational Marketing
Campaign
Step 3: Stake-Holder (MTC)
Hesitation to change
Also not all aware of newly adopted Emblem
Concern of lost of ridership due to confusion
Lack of distinction from Regional Services
SOLUTION: Significant Educational Marketing
Campaign
Step 4: Industry Best-Practices
Transit systems not typically branded the same as
municipalities
Limits marketing abilities
Increase concerns from public regarding Third Party
Driver performance
Possible confusion from three branded systems
Cost of repaint entire fleet $300,000(+), not including bus
stop signs, passes and other printed materials
Loss of brand equity
Need for a significant education marketing campaign
Summary of Concerns:
Purposely left out of Style Guide
Loss of Brand Equity with riders
MTC reluctant to see change
Transit Systems typically have their own unique brand
separate from the City they service
Possible confusion from multiple “brands” in same
area (RTA, SLO Transit Current and New Look)
Cognitive Disabilities
Cost of Rebranding
Paint $300k+, not including Bus Stops, Printed Materials
etc.
Scheme Based On New Logo:
NOT RECOMMENDED
Option 2: Hybrid Brand
Pursue a “Hybrid” design which incorporates the new
City emblem while preserving continuity with current
fleet for the least amount of impact.
BLUE
&
YELLOW
Process:
Step 1: Reviewed Style Guide
Step 2: Conducted Rider Interviews
Step 3: Stake-Holder Comments (MTC)
Step 4: Application of Industry “Best-Practices”
Benefits of Hybrid Design:
Maintain Blue & Yellow, the most synonymous part of
the brand
Represents lease amount of change for rider identification
Lends itself for continuity with existing fleet and materials
Less need for expensive educational marketing campaign
Keeps us distinct from Regional Service, therefore less
confusion for riders
Brand lends itself to marketability beyond capabilities of
City adopted Emblem
Preserves clear distinction between City employee
operated vehicles and Vendor employee operated
vehicles
What Is a Brand?
Simply put, your brand differentiates your offering
from that of your competitors. Your brand is derived
from who you are, who you want to be and who
people perceive you to be.
- Entrepreneur.com
Proposed New Look:
Questions:
Recommendations:
Approve revised paint scheme for new SLO Transit
vehicles, and maintain existing paint scheme for all
existing transit stock with a phasing in of the new
scheme as vehicles are replaced.
Minimum Change – Minimal Cost
Other Options Considered:
What's Wrong With This Picture?