MARTA’s rebrand began with redesigning the logo. The current logo has been a staple around Atlanta for years but of all the people I polled, no one saw the logo as necessary. The logo redesign features a new wordmark that feels more modern without falling into the typical geometric sans trope. As an ode to the old logo, we reworked the classic three stripe icon into a stand-alone icon.

In addition to the logo redesign, I rethought the MARTA color palette to give the company a color they could own. I also introduced the fun "GO" lettering character used in a variety of applications. The final piece was a collection of custom illustrations to give MARTA an optimistic personality and encourage people to see MARTA as a better way to get to where they are trying to go.