The Bay Area Rapid Transit System (BART) is a public transit system that serves an average of over 400,000 passengers per day in the San Francisco Bay Area.
In 2012, BART was one of my clients. I ended up designing a logo for their "fun" brand around going to events near BART stations called BARTable, and an open source system map.
Working together with Senior Marketing Representative Rebecca Gholdston Wright at BART, I designed the logo for a separate brand called BARTable that promotes events and activities near BART stations.
The logo needed to be used with existing BART materials, including the BART logo and color palette, but also work well on its own.
For inspiration, I used an arrow element to give homage to the old BART tickets (pre-Clipper), but gave the arrow itself a more modern look.
I kept BART's black and blue colors, and maintained their font (Frutiger) as well. Here are some earlier versions of the logo in its exploratory phase. I think I spent just about an hour coming up with all 12 of these.
First round of logo explorations
After getting all the bad ideas out, it was easy to narrow down on a few good ones that looked like they maintained the transit agency's brand, and could be versatile across web and print:
Second round of iterations
From there, I did a few more iterations.
Last round of interations
The final logo:
Here are a few examples of how BART uses it in advertisements, print, and other places.
BART has its own copyrighted map that developers aren't allowed to use in apps, so I made an open source version that anyone can use and update.
Working independently with no art direction, I made this map in about 40 hours over two weeks. I went through many iterations to draw and style the base map, determine the colors and thicknesses of the transit lines, create the silhouettes of the airplanes for SFO and OAK airports, choose a font, and create unique markers to represent end-of-line, regular, and timed transfer stations.