East Colfax Lynx BRT
PROJECT DESCRIPTION
Anticipating significant economic growth in the next decade, the Denver Department of Transportation and Infrastructure envisioned a bus rapid transit (BRT) system to move people across the city more effectively, safely, and sustainably, and to reduce transit travel time, increase transit ridership, and provide more affordable and reliable access to jobs and community services. The 10-mile East Colfax Avenue corridor is the home of the first of several planned BRT lines.
Jones Worley worked with the Transportation Group of Parsons Corp. to
CLIENT
Regional Transportation District
LOCATION
Denver, Colorado
ASSIGNMENT
Naming, branding, experiential graphic design
brand the BRT, including naming, logo development, bus, and station design. In naming the new line, Jones Worley had several criteria: easy pronunciation, regional significance, excitement-generating, and reflective characteristics of the BRT. A logo, color palette, comprehensive style guide, which featured bus and station branding, an informative map panel for each station and a “kit of parts” were created for use in promotional and marketing efforts.
The wayfinding and brand elements were placed to coordinate with and take advantage of architectural structures to provide an open feeling. Identification signs on each side of the platform project from light posts, and the station name nestles under the dynamic canopy while a map panel with route and key rider information integrates into the back windscreen. The work also included retrofitting and rebranding existing shelters in Aurora.
According to the project team, “Lynx checked all the boxes.”
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