UTA brand revitalization

Brand revitalization for the Utah Transit Authority.

The Utah Transit Authority (UTA) is the provider of public transportation throughout Utah’s Wasatch Front, which includes the metropolitan areas of Ogden, Park City, Provo, Salt Lake City and Tooele. 

UTA operates fixed-route buses, express buses, ski buses, three light rail lines (TRAX), a streetcar line (S-Line), and commuter rail (FrontRunner) from Ogden through Salt Lake City to Provo. 

Brand mission
Brands are the essence of a business. They show what it stands for. And by following a set of design rules for our brand, we build recognition and equity with consumers. These rules tie together the look and feel of all our marketing materials across all audiences. Ideally, maintaining these standards will build confidence with consumers and differentiate our brand from our competition. 

Visual identity
Our aim was to capture the brand’s essence in a simple, elegant yet instantly recognizable way. By using iconography, color, clean typography and vibrant imagery, we were able to unify UTA's image and create collateral to help customers feel comfortable riding public transit.

Creative Director | Kyle Curtis
Associate Creative Director | Pat Buller
Senior Graphic Designer | Sarah Petersen
Brand Manager | Lisa May
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