Problem

The Metropolitan Atlanta Rapid Transit System (MARTA) has been operating since the 1970’s with the same logotype. The typography is reminiscent of that era with the combination of rounded and square corners. As far as color, the black is dense and the colors feel dated. The icons are also chunky and overly detailed. With plans to expand and a desperate need for revitalization, this identity is holding MARTA back.

Solution

This new identity is clean and contemporary. The symbol combines both the letters “M” and “A” for Marta and Atlanta, but also alludes to a directional map. The typeface remains lowercase, but uses a rounded typeface that is more inviting. The use of dark grey instead of black also softens the identity. The logos is used in blue, green, red, and gold for the rail and orange for the bus.