Pinellas Suncoast Transit Authority / SunRunner

Branding: naming, logo design, wayfinding and signage

The Pinellas Suncoast Transit Authority (PSTA) has begun construction on SunRunner, its planned bus rapid-transit route, which will connect downtown St. Petersburg with the beaches. The new line – a first in the region – will stretch 11 miles, including six miles of exclusive bus lanes. With an expected completion in 2021, SunRunner will also feature 17 stations, transit signal priority, and 15- to 30-minute headways to transport customers faster than they could travel by car.

The Authority contracted with Jones Worley to drive the naming, branding, strategy, and communications process for SunRunner. Using peer research and client-specific direction obtained during brainstorm sessions, Jones Worley led a creative process that delivered an identity with a local flair. The selected logo design is a colorful, retro logo that reflects the funky, throwback vibe of St. Pete (nicknamed “the ‘Burg”) while highlighting the region’s prime attraction – the sun, which is further reflected by the warm, welcoming yellow and mint green station and bus branding. The scope of work also includes messaging, media and communications audits, and strategy development.

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