Comprehensive Rebrand
& Marketing

21/07/2022



Trinity Metro Rebrand

Market Research + Rebranding

The Challenge

The only public transportation system in Fort Worth, Trinity Metro (then FWTA) knew the city’s advancement was only possible with the growth of transit. FWTA approached J.O. with two challenges. First, the community’s poor understanding of FWTA required brand consistency. Second, we needed to align FWTA with transit systems in other major cities.

A Distinct Name

After ideating many options, we chose “Trinity” because of the Trinity River’s significance to the region. Knowing it would spur growth, our founders established the metroplex on the Trinity. We then chose “metro” as a simple, distinct way to link Trinity Metro with transportation systems worldwide.

A Bold Logo

We then needed an equally significant logo. We considered the recognizable “M” on metro station signs. But, J.O. is here to innovate. So, we created the logo using three identical triangles — a trinity itself. From the negative space, the “M” subtly emerges. As of early 2018, FWTA is now Trinity Metro, poised to fuel growth.

Trinity Metro Bus front LED sign with Branding logo
Trinity Metro Bus Logo beginning stages of graphic design

What's in a Name?

After lots of scribbled-on, crumpled-up pages found a home in the trash, we had a name. We chose “Trinity” because of the Trinity River’s significance to North Texas and its heritage. Our founders established the metroplex where the Clear Fork and West Fork of the river meet, knowing the Trinity would bring a flow of people and ideas to the budding region.

Universally, “metro” means public transportation. It was a simple, yet distinct way to unify the transportation system, make it more approachable to the local community and link Trinity Metro with transportation systems in other major cities in the nation, and the world.

Trinity Metro Logo sketches of creative process
Trinity Metro Rebrand Logo white on red
Trinity Metro Rebrand Logo white on navy
Trinity Metro Logo Easy Ride Type treatment white on navy
Trinity Metro Logo Easy Ride Type treatment color

Making Our Mark

In its simplicity and uniqueness, the Trinity Metro logo visually conveys progress and innovation. Using three solid triangles, the “M” of “Metro” visibly emerges from the negative space. The set of triangles — a trinity itself — evokes Trinity Metro’s three-pronged offering: road, rail and metro-to-metro service (such as the Trinity Railway Express).

To top things off, we brought together the family of Trinity Metro entities (e.g. Molly the Trolley and TEXRail) under an endorsed brand hierarchy and distilled the original color palette to a succinct few, identifying colors.

Trinity Metro Bus Driver photography to support new branding
Trinity Metro Bus Driver photography to support new branding

Chugging Forward

Today, Trinity Metro provides the region with a new kind of river — a river of road and rail. Trinity Metro’s new name and logo are the necessary, early steps toward the future of public transportation.

2018 Hermes Creative Awards Honorable Mention for Print Media | Design | 48. Logo

Featured in DesignRush’s Best Logo Designs

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