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Brand Extension: Bus

Color Pallette

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Making a connection, a pause from continuity, and space within congestion - these are the driving principles behind the design we are putting forth for your consideration. SF MTA is by many standards a tradition in San Francisco. Its historic streetcars have been featured on everything from post cards to food commercials. The design we have proposed aims to preserve this cherished history while introducing a new aura of modern, clean, and green.

Diving a bit into the design, we see that the simple colors and type used stand out vibrantly against any background while still tame enough to be placed on any mode of transport. Immediately, the viewer is confronted with iconic imagery representative of classic subway maps (lines connected by open circles) while still capturing the flat tones used in many of today's popular online mapping tools used for walking, driving, and biking directions. A sense of movement is captured through large rotated type. The use of color in the design is without borders. We wanted to make sure that people from and outside of SF know that the city has color year round.

We hope that this design accurately represents the vision of SFMTA and would be happy to present the concept in further detail if invited to do so.

Thanks,
Sumaiyya Rahman
Creative Director, Thought Foundrie
www.thoughtfoundrie.com
Twitter @thoughtfoundrie