Pasadena City Transit Authority 2012

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PCTA was the product of a sponsored project I did on a stipend from the City of Pasadena. This was done through Art Center College of Design where I was working on my graduating portfolio. I had a real interest in LA Metro at that time and I wanted to get the attention of Michael Lejeune who is still Creative Director there as of 2022.

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My concept behind this brand was a humanist approach to ​Massimo Vignelli's international style rebranding of the NY Metro. Pasadena is not a big city but it gets a massive amount of attention and it needed something with... authority. I altered the name and made reference to Pasadena oranges wherever possible, feeling that the rose had been over used and over represented. I softened the Swiss approach wherever I could with graphic and patterns that felt fun, clever, and engaging. The product of this concept is shown below in an old and unfortunately low res pdf. I retain physical copies to show.

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Ultimately this concept was chosen by the City of Pasadena however later my logo (name change) and orange color palette (technical issue with LA Metro) were found to be unacceptable. A designer on the project who had a more appropriate color and logo treatment was selected to implement my designs which can be seen on Pasadena busses today. Lejeune had a positive response to this result however I ultimately decided not to apply at LA Metro.