Agency Rebrand

Project Overview

We are beginning an agency-wide rebrand to better reflect who we are today and how we serve our community. This project is focused on improving how our agency looks, feels, and communicates—so we are easier to recognize, understand, and connect with.

This rebrand is not just a visual update. It is about creating a stronger relationship with our riders and with community members who may not currently view public transit as an option for them.

Why We’re Rebranding

Our current logo and visual identity no longer represent the energy, values, or direction of the agency. As our services evolve, it’s important that our public-facing image evolves as well.

Refreshing our brand will help:

  • Improve visibility and recognition across the community
  • Create a more modern, professional, and welcoming appearance
  • Better reflect our mission, values, and commitment to service
  • Support clearer, more consistent communication

What Will Change

The rebrand will result in a unified visual identity that includes:

  • Agency logo and color palette
  • Vehicle graphics and signage
  • Print materials
  • Website and digital platforms

Our goal is to create a consistent look and feel that makes it easy for the community to recognize us—wherever they see us.

What to Expect

This rebrand will be a thoughtful, collaborative process, guided by staff, the Transit Advisory Group (TAG), the JTA Board, and professional branding consultants, with the community invited to participate by voting on the final design.

Once the final design has been chosen, you’ll start to see this refreshed brand come to life on our vehicles, signage, print materials, and digital channels, creating a unified and recognizable presence throughout the community. We hope this new look sparks excitement, encourages more people to explore transit as an option, and helps everyone feel more connected to our agency.

Hopefully when the community sees our new logo, or buses with new branding driving down the road, it brings a smile to their face knowing they were part of choosing the new brand.