The winning idea of this challenge will be implemented on all new SFMTA vehicles, signage, correspondence, broadcast material, street furniture, and architecture.

In addition to becoming a part of San Francisco history, the winner will also receive a City and County of San Francisco Civic Innovation Award, a feature in The Bold Italic and an invitation to the Winner's Party at The Bold Italic headquarters.

The winner will also receive two round trip tickets from Virgin America, while the top two finalists will receive one round trip ticket each.