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RGRTA, subsidiary unveil million-dollar new look

Rochester Business Journal
August 19, 2014

(Photos by Kimberly McKinzie)

The Rochester-Genesee Regional Transportation Authority and its Regional Transit Service subsidiary introduced new names and logos Tuesday as part of an estimated $1 million rebrand.

The RTS brand for Monroe County has been added to transit services in Genesee, Livingston, Ontario, Orleans, Wayne, Seneca and Wyoming counties, officials said.

For example, the recently incorporated County Area Transportation System in Ontario County is now RTS Ontario. The RGRTA officially added the Ontario County service Aug. 1.

The $50 million downtown transit center on Mortimer Street is scheduled to open Nov. 28—100 days from Wednesday, CEO Bill Carpenter said.

The authority’s paratransit service in Monroe County is renamed RTS Access instead of Lift Line.

“Our current logos were crafted decades ago, and as we took on new subsidiaries there was no naming structure in place to tie operations together,” Carpenter said.

“We believe this refreshed brand identity more accurately represents our organization, one that’s driving forward to become our community’s preferred transportation choice.”

Changes will be phased in gradually, officials said, beginning with the authority website that is now Employee emails now end in

Changes will gradually occur on bus operator uniforms, bus passes and schedules, officials said.

Buses and other vehicles will gradually incorporate the new green and blue logo and design, and new vehicles will have the design upon being purchased.

(c) 2014 Rochester Business Journal. To obtain permission to reprint this article, call 585-546-8303 or email

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