RTD Rebrand
This is a concept idea I had for a rebrand of the RTD. I wanted to redo the branding because I use the RTD almost every day and always thought the branding could be revamped. The RTD is the regional transit authority providing public bus and rail services in the Denver-Aurora-Boulder metropolitan area in Colorado.
Keywords Dependable, safe, trustworthy, efficient, professional
MOODBOARD
This is the initial mood board I created for the brand. I wanted to keep some of the colors that Colorado is known for. I also liked the idea of using mainly calming blues with a bright bold pop of orange. It was important for me to convey a sense of dependability and professionalism.
SKETCHES
After researching and creating a pinterest board, I dove into sketches. I really wanted the new logo to have a bit of motion in it. I tried to play around a lot with how the letters connected and how I could depict travel with it.
THE LOGO
On the left is the old logo and on the right is the logo I ended up going with. I wanted to keep the new logo bold and simple so it would be long-lasting.
TYPOGRAPHY & COLOR
For typography, I wanted to choose a typeface that was universal, clean, and overall easy to read. I ended up going with Avenir because of how many weights it had and felt it matched the brand nicely. As for color, I chose some calming blues and a bright orange to contrast it.
