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BAY AREA RAPID TRANSIT

Brand identity and redesign

THE PROBLEM

The Bay Area Rapid Transit is a rapid transit system serving the San Francisco Bay Area. BART celebrated its 40th anniversary in 2013, and plans to add a new, modern Transbay terminal in the next few years more reflective of the city's youthful spirit. The current logo however feels dated, and doesn't work on a visual or a semantic level.
PROJECT DETAILS

PROJECT SCAD

Role Worked alone as visual designer

Date June 2015

This project was created in a identity design class at SCAD. I wanted to tackle a transit system to explore all the various applications that come with the territory, and I chose BART because it's current logo and usage could use an update.
After hundreds of sketches, I landed on the abstracted BART letterforms in addition to the pattern that can accompany the logo in applications. I created a full brand manual for the new logo, explaining usage, materials, sketches and decisions.

THE PROCESS

This project was by no means environmentally conscious... I went through pages and pages of tracing paper and sketchbooks. First ideating on the concept itself, then shifting sketching to nailing down the exact letterforms for the logo. Once my letterforms were good to go, I hopped on the computer to finalize the logo and create the rest of the identity. Additionally all process files and information can be found in the Brand Manual, linked above.


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