From FWTA to Trinity Metro: A Rebrand That Put Transit on the Map
As Fort Worth’s only public transportation authority, the former FWTA needed a complete brand overhaul to reflect the city’s growth and align with modern transit systems. Trinity Metro was born through a comprehensive naming and branding initiative led by J.O. Agency.
J.O.’s Strategic Vision
- Create a distinctive, memorable brand name for Fort Worth’s transit system
- Develop a logo that embodies movement, innovation, and local identity
- Unify all transit modes (bus, rail, trolley) under one cohesive brand system
- Position Trinity Metro as a modern and essential part of city infrastructure
J.O.’s Branding &
Design Approach
J.O. created a comprehensive brand identity that leveraged regional heritage while establishing Trinity Metro as a modern, unified transit system. The team:
- Selected “Trinity Metro” name for its deep regional roots and universal transit recognition
- Designed modern logo using three identical triangles forming an abstract “M” in negative space
- Developed visual identity representing the system’s three key offerings: bus, rail and connectivity
- Unified brand visuals across all touchpoints including signage, vehicles and marketing materials
- Conducted market research and name ideation workshops
- Designed a versatile, high-impact visual identity system
- Produced brand guidelines and logo variations for multiple use cases
- Supported internal rollout and external media recognition
IMPLEMENTATION
RESULTS & METRICS
- Delivered a new brand identity still in use across all Trinity Metro services
- Received Honorable Mention at the 2018 Hermes Creative Awards
- Featured by DesignRush among top logo designs
- Unified all city transit services under one modern, user-friendly brand
- Created a scalable identity with long-term relevance and recognition
