Front Range Transit Authority mark

Brand Guide · v1.0

Front Range
Transit Authority

Know your route. Catch your ride. Move with confidence.

Clear · Reliable · Accessible

01 — THE IDEA

A rider clarity system.

Front Range Transit Authority isn't selling an agency — it's answering one question, fast: "I need to get somewhere. Tell me what to do now." The brand turns a growing regional network into clear, reliable, accessible answers that help riders move with confidence.

Routes, alerts, fares, and rider support — made easier to find.

Every screen, sign, and notice reduces rider uncertainty. If someone can't decide their next move in a glance, it isn't finished.

02 — POSITIONING & PERSONALITY

Here's what you need to know to keep moving.

Confident and civic, never flashy. We sound like a great transit announcement: direct, calm, and useful. Modern enough for a mobile-first rider, grounded enough for a public agency.

Clear

Answers in a glance

Route numbers, times, fares, and alerts — scannable, never buried.

Reliable

Civic trust

Steady and dependable, the source riders believe when plans change.

Accessible

Every rider, every trip

High contrast, plain language, and accessibility services up front — not three clicks deep.

Moving

Built around motion

Route lines, nodes, and directional cues express a network that connects people.

We are not: a flashy tech startup, an airport brand, overly corporate, too playful, or engineering-heavy. We're the helpful voice that keeps the region moving.

03 — THE LOGO

The Connected Route Line.

A single transit line traces an abstract "F," with station nodes along the path. It reads as routes, transfers, and destinations — the core promise that this brand helps people connect. The three nodes carry the system's signal colors: blue origin, green destination, yellow signal.

Primary horizontal lockup
Route-line mark
Mark — favicon, app, decals
App icon
App icon on navy
Do
  • Give clear space equal to a node's diameter on all sides.
  • Keep the route line a single, even weight.
  • Use the mark alone for small sizes and wayfinding.
Don't
  • Recolor the line or rearrange the nodes.
  • Add depth, shadows, or outlines.
  • Stretch or rotate the mark.

04 — COLOR

A signal palette built for decisions.

Color does a job here. Blue is identity and routes; green is go and accessible pathways; yellow is alerts and wayfinding; red is reserved for urgent cancellations only. Gray and white keep schedules readable.

Transit Blue
#005A9C
Primary, routes
Transit Navy
#123047
Headlines, structure
Route Green
#2E9D64
Go, on-time, access
Signal Yellow
#F7C948
Alerts, wayfinding
Sky Blue
#D9EEF8
Panels, fills
Light Gray
#F3F6F8
UI, schedules
Charcoal
#1F2933
Body text
Alert Red
#D64545
Cancellations only

Service status system

Status color is consistent everywhere — on the web, on signage, and in alerts — so riders learn it once.

On time / GoRoute running normally; accessible path open.
Delay / DetourExpect changes; check the affected route.
Cancelled / ClosedService suspended; find an alternate.

05 — TYPOGRAPHY

Barlow & Inter — built to be read fast.

Barlow carries a transit-signage confidence for headlines and route cards. Inter handles body and interface, with strong tabular numbers for times, fares, and route numbers — the data riders scan most.

Display · Barlow ExtraBold
Plan your trip before you go
Heading · Barlow SemiBold
Routes & Schedules
Data · Inter Bold · tabular numerals
Route 12 · 7:42 AM · $2.75
Body · Inter Regular
Reduced fares are available for seniors 65+, riders with disabilities, and youth. Apply once for a reduced-fare card and use it across every route and pass. Help is available by phone and at any transit center.

06 — VOICE

Direct, calm, and useful.

Speak like a clear transit announcement: tell riders what's happening and what to do next. Plain words for zones, transfers, passes, and eligibility.

We say"Route 12 is delayed about 10 minutes."
Not"Service disruption in effect on corridor 12."
We say"Plan a trip"
Not"Itinerary configuration tool"
We say"Changes that may affect your trip"
Not"Capital Improvement Program update"

Principles

Lead with the rider's decision. Use route numbers and times. Connect every alert to the routes it affects. Put accessibility up front. Translate projects into rider impact. Write so it scans on a phone at a bus stop.

07 — APPLICATIONS

One system, from phone to platform.

Digital

Rider-first web & app

Trip planner, route pages, live alerts, fare cards, and accessibility — organized by rider task, not department.

Wayfinding

Signage & decals

Route line + nodes, signal-color status, and high-contrast type on shelters, buses, and transit centers.

Print

Guides & posters

First-time rider, fares, and accessibility guides; "Plan before you go" and detour posters.

Alerts

Connected notices

Yellow for delays/detours, red for cancellations — every alert links to its routes and a next step.

Clear transit information for every rider, every trip, every day.

If a rider can find it, trust it, and act on it — the brand is working.