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Selection of Bus Color for the Jule Transit SystemMasterpiece on the Mississippi TO: The Honorable Mayor and City Council Members FROM: Michael C. Van Milligen, City Manager SUBJECT: Bus Colors DATE: December 29, 2010 Dubuque AN- America City 1 1 r 2007 In recent months, the City Council has authorized ECIA to initiate a rebranding of the Keyline Transit system. In addition, over the past few months the City has been awarded major federal grant monies to replace the entire transit fleet. These funds provide an opportune time to change the image of the transit system with new vehicles, a new name, and a chance to add color to the buses. In December, the Council agreed on "The Jule" as the new name for the transit system. This name would allow the City to display local monuments or images of historic structures on the exterior of the buses. The Council offered several suggestions on colors, with a preference toward a darker color. Since that meeting, ECIA staff has spent many, many hours experimenting with different color and logo options. Since this is such a critical decision that will impact the image of our transit system for many years in the future, we are bringing some options back to the City Council for additional input. Economic Development Director Dave Heiar requests additional City Council input on the bus color at this time. Further work will be done on the icons and logos for future Council decisions. Mic ael C. Van Milligen MCVM:jh Attachment cc: Barry Lindahl, City Attorney Cindy Steinhauser, Assistant City Manager David J. Heiar, Economic Development Director Masterpiece on the Mississippi TO: Michael Van Milligen, City Manager FROM: David J. Heiar, Economic Development Director SUBJECT: Bus Colors DATE: December 28, 2010 Dubuque All-Am mica City 2007 PURPOSE The purpose of this memorandum is to seek further direction and clarification on the color of City buses. BACKGROUND /DISCUSSION In recent months, the City Council has authorized ECIA to initiate a rebranding of the Keyline Transit system. In addition, over the past few months the City has been awarded major federal grant monies to replace the entire transit fleet. These funds provide an opportune time to change the image of the transit system with new vehicles, a new name, and a chance to add color to the buses. In December, the Council agreed on "The Jule" as the new name for the transit system. This name would allow the City to display local monuments or images of historic structures on the exterior of the buses. The Council offered several suggestions on colors, with a preference toward a darker color. Since that meeting, ECIA staff has spent many, many hours experimenting with different color and logo options. Since this is such a critical decision that will impact the image of our transit system for many years in the future, we are bringing some options back to the City Council for additional input. There are a few challenges with the color options. First, the color choices vary with the bus sizes (heavy, medium and light duty). We will probably want to use a color that can be matched for all three bus types. The other challenge is that we cannot get the colors from the bus palettes to match the computerized color palettes. The shades are different. Attached is a sample of a green, blue and white bus (the shades are different than the color palettes). We will bring other color samples to the Council meeting on Monday for your consideration. The cost for painting is included in the cost of the heavy duty buses. The medium and Tight duty buses are not priced in this manner and any additions of stripes and /or full color painting will incur additional costs based on square footage of paint required. One of our other goals in this bus transformation was to increase the revenue generated from local advertising. As ECIA staff presented various options and proposals, it became apparent that the side of the bus would become too busy (cluttered) if we tried to include advertising and local icons. The recommended solution is to use the rear of the bus for icons, and the sides of the bus for advertising. The name of the transit system can also be placed on the side of the buses. Initially the conceptual drawings showed 5 local pieces of history that would be prominently displayed on the buses. These included the Shot Tower, the Court House, the Star Brewery, the Town Clock and a riverboat paddle wheel. A suggestion was made to add the Julien Dubuque Monument since the transit system is being named after him. Unfortunately, the rear of the bus provides a much smaller area, and it is not possible to have 6 icons in this space. We will need to decide which 3 or 4 icons the City wants to utilize. RECOMMENDATION /ACTION STEP It is not necessary to finalize the logos and decals that will be added to the finished buses, but the City will need to make a decision on bus color by January 5, to avoid any delay in the manufacturing process. ACTION NEEDED We are requesting additional input on the bus color at this time. Further work will be done on the icons and logos for future Council decisions. Attachment cc: Kelley Deutmeyer, Executive Director Barbara Morck, Director of Transportation Marla Quinn, Grants and Development Coordinator Aaron DeJong, Asst. Economic Development Director F: \USERS \Econ Dev \Transit \Transit Rebranding\20101229 Memo Bus Colors.doc Heavy Duty back side Med Duty Back Side Heavy Duty drivers side Advertise here. Call 563-690-5710 for information. INS III A Heavy Duty passenger side r Med Duty Drivers Side View Advertise here. • Advert°se here. Call 563-690 -5710 for information Med Duty Passenger Side View Call 563 - 690 -5710 for information. Advertise here. Call 563- 690 -5710 for information. 1 Look i Heavy Duty back side Med Duty Back Side Heavy Duty drivers side Advertise here. call 563-690-5710 for information. Heavy Duty passenger side Med Duty Drivers Side View Advertise here. Call 563- 690 -5710 for information. Med Duty Passenger Side View Advertise here. Call 563 -690 -5710 for information. Advertise here. Call 563 -690 5710 for information. Heavy Duty back side Med Duty Back Side X 11 E- • III MI II II III III Heavy Duty drivers side Heavy Duty passenger side Med Duty Drivers Side View Med Duty Passenger Side View