Outgrowing a Name
Special Transit, one of Boulder’s County’s oldest and largest nonprofit organizations, came to Vermilion with a challenge: freshen up our brand, and in the process, consider a name change, too. Via Mobility Services was the outcome of that extensively researched topic, and an exciting new brand has been launched. Most prominent are the splashy vehicle graphics, but a comprehensive new website, signage, uniforms, and a transition ad campaign are also part of the mix.
Changing the name of an organization is a serious matter, especially for one as well known as Special Transit. Yet all the evidence show that the name was misunderstood. A surprising number of people assumed the organization was part of RTD. And in many quarters, the word “special” was not the accepted terminology. So a new name, a new brand, a new look was clearly the order of the day.
The name Via was chosen because it is short, fresh, and memorable. Latin for “the way,” Via is now the exciting new brand for Special Transit. The identity features active and colorful brush strokes that represent all the ways Via is helping people with mobility needs. The tag—Mobility for Life—emphasizes the importance of Via’s mission to promote independence and self-sufficiency for people with limited mobility. The new brand has been enthusiastically embraced by riders, staff, funders, and the public.