Fort Worth Transit Agency Rolls Out New Look, New Name
If you’re used to thinking of local public transportation as “The T,” think again. The T has a new name and a new look. Now known as Trinity Metro, the agency will be rolling out its new look this spring in advertising, social media and community outreach.
“Locals have known us for 33 years as ‘The T,’ but that name doesn’t fully encompass what we do,” said Trinity Metro CEO/President Paul Ballard. “Our new name and look will provide a fresh, modern approach to represent all of our services, which include the Trinity Railway Express, buses, Molly the Trolley, TEXRail and MITS paratransit. The name also reflects our current and future expansion into other nearby cities.”
The transition comes as Trinity Metro continues to implement its Transit Master Plan, which specifically calls for improved branding.
Scott Mahaffey, Trinity Metro Board Chair, said the long-anticipated name and logo are coming at the right time.
“Our board and the senior leadership have been working closely together to make major improvements over the last few years,” Mahaffey said. “The timing for this initiative is ideal. We are happy to see it rolled out the same year that we are completing TEXRail.”
Extensive research went into the rebranding and design process – focus groups, surveys and in-person interviews with current riders and non-riders. The rebranding effort was led by J.O. Design, the marketing and design firm for Trinity Metro.
“Our firm bases everything we do on research,” said Jennifer Henderson, president of J.O. “We coordinated a two-month market research project throughout Tarrant County to better understand consumer behaviors. These insights helped us redefine the brand identity to prepare for the generational growth of the organization,” she said.
“The Trinity River is a natural geographical feature in North Texas that represents not only a mode of transportation, but also has historical significance as the lifeline of civilization. Commerce and residential growth still surrounds the Trinity River in Fort Worth, Denton, Dallas and beyond. Trinity Metro’s logo is a symbolic trifecta (Trinity) of the community, commerce and future growth, which is why we illustrate the name using three triangles and reversing out the letter M.”
To keep up with the latest brand implementations, follow us on Twitter and Facebook at @TrinityMetro. For more information about the rebranding efforts, contact Laura Hanna, director of communications, at Laura.Hanna@fwta.org or 817-215-8973.