2020
UCAT | Ulster County Area Transit
Brand refresh and visual re-design for Ulster County Area Transit, the primary public transportation system serving Ulster County and the Hudson Valley. The objective was to modernize UCAT’s identity while maintaining accessibility, clarity, and community familiarity. The new direction introduces clean, high-contrast typography, regional color inspiration, and motion-driven graphic elements that reflect movement, connection, and public service. A full bus wrap concept was developed to demonstrate fleet application and future implementation opportunities.
The Redesign
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Original Visual Identity
The original UCAT brand focused primarily on function, featuring simple typography and basic graphic elements. While recognizable, the identity lacked cohesion, modern transit design cues, and the visual clarity needed for large-scale applications like fleet graphics and signage.
UCAT served the community well, but its visual system needed refinement for clarity, consistency, and modern transit expectations. The rebrand introduces a cleaner, more functional identity designed for today’s riders and tomorrow’s growth.
Why the Updated Identity Works
• Clear, legible system built for public environments and moving vehicles
• Modern, streamlined mark that maintains familiarity and trust
• Strong hierarchy and accessible contrast for diverse riders
• Flexible identity system that scales across fleet, signage, and digital touchpoints
• Color and form inspired by movement, direction, and community transit
• Designed to support long-term system expansion and electrification initiatives
DESIGN FOCUS
• Accessibility and readability
• High-visibility fleet branding
• Local character with modern simplicity
• Scalable system for future infrastructure and technology upgrades