New Look for Public Transit

RGRTA today unveiled a refreshed brand identity for RTS, its paratransit service, and subsidiaries in Genesee, Livingston, Ontario, Orleans, Seneca, Wayne, and Wyoming Counties.  The goal is to foster stronger connections to the RTS brand as “the bus company,” and greater awareness and interest in public transportation. 

RTS will continue to be the bus company’s brand name in Monroe County.  Beginning today, each of the transit authority’s regional subsidiaries will be renamed RTS followed by the county name, i.e. RTS Livingston or RTS Wayne. Lift Line, the authority’s paratransit service in Monroe County, has been renamed RTS Access—highlighting the benefits that the service provides to ADA customers—access to vital destinations that enrich their lives.

The refreshed brand identity and campaign elements were unveiled today at a press event at the Authority’s headquarters in Rochester. Chief Executive Officer Bill Carpenter said, “Our current logos were crafted decades ago, and as we took on new subsidiaries there was no naming structure in place to tie operations together.  We believe this refreshed brand identity more accurately represents our organization—one that’s driving forward to become our community’s preferred transportation choice.”

He continued, “Our new tag line, Enjoy the Ride, reflects the shared commitment of our 900+ employees to make it easy for our customers to enjoy their journey—wherever their final destination.”

RTS’s rebranding effort was led by Chief People & Brand Officer Maryalice Keller. “During our research, we were pleased to discover that people throughout our service area expressed a strong connection to RTS as “the bus company” and said we provide a vital, dependable service.  But with nine different bus company names and logos, most people didn’t understand that all of our services are connected. As an organization we’re working to transform the public transit experience in our region into an experience that’s not only safe, reliable and convenient, but one that’s also easy to enjoy.”  

Changes will appear gradually

The public will see RTS’ new identity reflected immediately on its refreshed website (myRTS.com) 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.

Regional operations

Regional operations have been renamed to connect them to RTS and reflect the counties they operate in.

·         RTS Genesee (replaces Batavia Bus Service/BBS)

·         RTS Livingston (replaces Livingston Area Transportation/LATS)

·         RTS Ontario (replaces County Area Transportation Service/CATS)

·         RTS Orleans (replaces Orleans Transit Service/OTS)

·         RTS Seneca (replaces Seneca Transit Service/STS)

·         RTS Wayne (replaces Wayne Area Transportation/WATS)

·         RTS Wyoming (replaces Wyoming Transit Service/WYTS)

Web and contact information

RTS website, email and social media addresses have changed. NOTE: old digital addresses will automatically redirect to new ones. New contact information is:

·         RTS main website is www.myRTS.com

·         All employee email addresses will end in @myRTS.com

·         RTS Customer Service is Monroe@myRTS.com, telephone remains (585) 288-1700

·         Digital media has been renamed as follows: Facebook: keyword is EnjoyRTS, Twitter: @enjoyRTS, LinkedIn bitly.com/1hgLvUr, You Tube: youtube.com/myRTS

For more information, visit www.myRTS.com.  

About RTS

Rochester Transit Service (RTS) provides public bus transportation and paratransit service in Monroe, Genesee, Livingston, Ontario, Orleans, Seneca, Wayne, and Wyoming counties. Recognized as one of the best-run transit systems in the nation, our 900+ employees proudly enjoy serving our customers who count on us for nearly 18.5 million rides each year. A public benefit entity and one of four regional transportation authorities in New York State, RTS is governed by 14 appointed commissioners who represent the City of Rochester, County of Monroe, and the surrounding counties in which RTS provides services. For more information, visit www.myRTS.com.