Branding

What's the VelociRFTA brand?

It's the new brand for the BRT portion of RFTA service!

The VelociRFTA logo is based on information received via a recent survey of selected stakeholders, riders, and potential riders. Survey respondents overwhelmingly indicated a desire for fun, frequency, and convenience. Respondents also felt the RFTA brand has a very positive brand identity and since BRT is simply an improvement on existing service, it should not be branded separately. The VelociRFTA brand conveys the following messages:

FAST... The velociraptor was the fastest of the land dinosaurs. Velocity is a measure of speed. Also, "veloce" is the Italian word for "in a rapid manner."

FUN... The use of a dinosaur on a bus is attention-grabbing and not the expected choice. The velociraptor is familiar from the movie "Jurassic Park." VelociRFTA embraces the current brand in a humorous way using a paly on words (RFTA/raptor).

FREQUENT... VelociRFTA service will have 10 to 15- minute headways for approximately 14 hours per day, as compared to 30-minute headways for existing service

RFTA BRT / Aspen, Carbondale and Glenwood Springs, Colorado / email: brt@rfta.com