Award Winning Brand Identity

In 2013, the California Transit Association proudly launched a revitalized brand after a multi-phase process led by the SYASL team, shaped by an Association steering committee and realized through the efforts of an external branding firm. The process included analysis and documentation of Association value points, the formulation of a brand positioning statement, development of a messaging strategy and design of new visual standards for the association’s business and marketing materials.

The Brand Standards Guide documents the strategic, messaging and visual assets that comprise the brand, helping to create a common understanding of the brand among all stakeholders. Effectively applied, the California Transit Association brand engenders respect, attention and consideration – setting the foundation for a more effective dialogue concerning the needs of public transit. It creates an energy and urgency for transit that reflects the spirit of the organization. The combination of the logo, tagline and website provided the Association with new tools to better serve its members and enhance the organization’s position as the preeminent champion of public transit in California.

The upgraded website with vibrant images from California public transit systems established an online presence that is not only intuitive and inviting to visitors, but also effectively conveys the association’s purpose and influence in helping to deliver vital services for California.



Since the re-launch, SYASL has extended the brand to such varied endeavors as the creation of iTransit, a growing advocacy network of organizations and people standing up for better transit in California, and numerous multimedia initiatives, such as the “Transforming Transit” video originally produced for the Association’s 53rd Annual Fall Conference & Expo in 2018, and later modified for use as an outreach and education tool.