Rochester's bus system getting a facelift

Posted on August 22, 2014

Rochester Genesee RTA CEO Bill Carpenter talks to the media about the agency's rebranded system.
Rochester Genesee RTA CEO Bill Carpenter talks to the media about the agency's rebranded system.
ROCHESTER, N.Y. — Leaders of the Rochester-Genesee Regional Transportation Authority rolled out on Tuesday the system's new color scheme for buses, a different logo, name changes for certain services and other updates to the agency's public image, the Democrat & Chronicle reported.

It's all part of a $974,000 rebranding campaign that has been in the works for more than a year, according to the report. The public will see RTS’ new identity reflected immediately on its refreshed website ( and in digital communications.

Changes will be phased in on bus operator uniforms, bus passes and schedules. Buses and other vehicles currently on the road will incorporate the new logo and design elements gradually; new vehicles will bear the new design as they are purchased.

RELATED: N.Y. transit plans nearly $1M rebranding campaign

CEO Bill Carpenter said the new look also reflects an agency going through many other changes, including its flagship project, the Downtown Transit Center — a $50 million bus terminal, the report said.

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