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
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Advertise here. Call 563- 690 -5710 for information.
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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
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Heavy Duty drivers side
Heavy Duty passenger side
Med Duty Drivers Side View
Med Duty Passenger Side View