California Transit Association


Dynamic Tools to Help Tell Our Story

Communicating with great persuasiveness and clarity is the backbone of successful advocacy. Our brand plays a key role in helping us be convincing communicators.

Our brand is composed of all the assets we use when outwardly portraying the Association – from the words we use to describe our cause to the visual presentation of our materials. Working together, these brand assets convey the Association – and transit as a whole – in a more significant, contemporary and relevant manner.

Effectively applied, the California Transit Association brand engenders respect, attention and consideration – setting the foundation for a more effective dialogue concerning the needs of public transit.

In 2013, the California Transit Association proudly launched a revitalized brand after a multi-phase process led by an external branding firm, Association staff and a volunteer steering committee of Association members. The process included analysis and documentation of Association value points, the formulation of a brand positioning statement, development of a messaging strategy and design of new visual standards for our Association business and marketing materials.

Our invigorated identity is the most highly visible element of our revitalized brand. Contemporary typography combined with swooping geometric shapes present our Association as an active, modern and engaging organization. The converging geometric shapes are emblematic of collaboration and bringing a shared vision of transit together. The logo’s color scheme is intended to bring a balanced emphasis to both California and Transit, and was inspired by hues found throughout our state’s naturally diverse landscapes.

The Association’s tagline, Connecting us, works seamlessly with the visual identity to convey the spirit and purpose of not only our Association, but also transit in general. We connect riders to destinations, communities to economic progress, Association members to lawmakers, industry professionals to like-minded industry professionals. We believe public transit is beyond discretionary – that it is essential – and serves as a vital connection to a better quality of life for all.

These components supported the creative decision making in designing our complete suite of business and marketing materials, including the look of this web site. The Brand Standards Guide documents the strategic, messaging and visual assets that comprise our brand, helping to create a common understanding of our brand among all stakeholders. Whether you’ve been a part of our team for years or you’ve recently joined, everyone plays a vital role in bringing the California Transit Association brand to life.