Project

VIA – San Antonio, TX

VIA Metropolitan Transit in San Antonio, branding and design work was developed for the Primo Bus Rapid Transit (BRT) service. The project began with the development of the brand name itself “Primo”, a name that was selected both for its ability to work well in this multicultural city as well as to indicate the caliber of the service. The brand name was compatible with VIA’s existing corporate brand structure, the name and which was also originally created by Ilium to draw on San Antonio’s long history as a multi-cultural city.

The development of the bus rapid transit service branding and sign system required close collaboration with the architect to ensure that the highly identifiable brand was integrated seamlessly into the iconic shelters, creating a cohesive visual identity that would be instantly recognizable throughout the corridor.

The design work extended beyond the stations to encompass all passenger touchpoints for the BRT service. Station signage was developed to include the iconic brand pylon that became a landmark feature of the system, along with platform informational elements that helped riders navigate the service easily. Fleet graphics were designed to complement the station branding, creating a unified visual system across all aspects of the service. The comprehensive approach ensured that every element, from the smallest wayfinding sign to the largest station identifier, worked together to communicate the premium nature of the Primo service and reinforce VIA’s commitment to high-quality transit.

Services Provided

• Brand name development (Primo)
• Complete brand identity design
• Station signage program development
• Iconic brand pylon design
• Platform informational elements
• Fleet graphics and vehicle design
• Environmental graphic design
• Wayfinding systems
• Architect coordination and collaboration
• Brand integration with station architecture
• Comprehensive visual identity system
• Multi-cultural marketing considerations
• Brand standards and guidelines