Bus Logos_Icons for Jule Transit SystemMasterpiece on the Mississippi
TO: The Honorable Mayor and City Council Members
FROM: Michael C. Van Milligen, City Manager
SUBJECT: Bus Logos /Icons
DATE: January 13, 2011
Economic Development Director David Heiar is requesting finalize selection of the logo
and icons for transit system.
As part of the transit rebranding process, the City Council has already authorized the
name change (The Jule) and color (Mountain Dew green). The last part of this decision
package is the selection of a logo and icons that will be utilized in this rebranding
process.
MCVM:Iw
Attachment
cc: Barry Lindahl, City Attorney
Cindy Steinhauser, Assistant City Manager
David Heiar, Economic Development Director
Michael C. Van Milligen
Dubuque
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2007
Masterpiece on the Mississippi
TO: Michael C. Van Milligen, City Manager
FROM: David Heiar, Economic Development Director
DATE: January 12, 2011
SUBJECT: Bus Logos / Icons
Dubuque
AFammdcaah
2007
PURPOSE
The purpose of the memorandum is to provide potential transit logo and icon options for City
Council consideration.
BACKGROUND
As part of the transit rebranding process, the City Council has already authorized the name
change (The Jule) and color (Mountain Dew green). The last part of this decision package is
the selection of a logo and icons that will be utilized in this rebranding process.
DISCUSSION
Over the past several weeks, ECIA staff members and a design intern have worked on several
options and variations of each option. Early this week, they met with City staff to refine these
options. Attached are two logo / icon options with a couple of variations for Council review and
input. The icons are designed for the rear of the buses which would allow for advertising on the
sides of the buses. The logos will be displayed on the front doors and on the rear of the buses.
Option 1 (Julien Dubuque and iconic buildings incorporated)
The city and now the public transit system are named after one man, Julien Dubuque. The man
himself is brought to life in a modern rendering showcasing his strong and classic presence.
The full image of Julien Dubuque serves to separate the two words in "The Jule ", making it easy
to read with silhouette complimenting the clean lines of the text. The iconic structures would be
fully depicted on the back of the buses, with the name and silhouette posted above. This option
provides consistency across print, web, media and vehicle decals through its use of Julien
Dubuque while still providing the iconic structures on the bus exterior.
Option 2 (River and iconic buildings incorporated)
This logo builds on the iconic structures initially proposed, while adding a subtle tie to the
Mississippi River and bluffs with the curved line separating the buildings from the text of the
name. The logo would vary slightly when used in different mediums. The iconic structures
would be fully depicted on the back of the buses, while on smaller materials; the simplified
skyline created by the structures would be used to ensure a clean representation of the
buildings and readable text below. The circular shape of the logo would remain consistent
between print, web, media and vehicle decals.
It is important to make a final choice on these options, so the decals can be ordered and placed
on the three medium duty buses that arrived in late December. We have a local bank that has
committed to advertising on the sides of these buses. We hope to begin collecting advertising
revenue for these buses effective February 1, 2011.
ACTION STEP
For the City Council to finalize a selection of the logo and icons for transit system.
Attachment
cc: Aaron DeJong, Asst. Economic Development Director
Kelley Deutmeyer, ECIA, Executive Director
Barbara Morck, Director of Transportation
F: \USERS\Econ Dev \Transit \Council Memos\20110112 Council Memo Bus Logos - Icons.doc
Print Logo
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MD Front
LD front
Bus Stop Sign
HD Back
Bus Decal Logo
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MD Back
LD Back
HD front
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Print Logo
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MD Front
Bus Stop Sign
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LD front
HD Back
Decal Logo
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MD Back
LD Back