Project

VIA – San Antonio, TX

For VIA Metropolitan Transit in San Antonio, branding and design work was developed for the Primo bus rapid transit service. The project began with the development of the brand name itself “Primo” which was selected to work well in this multicultural city and to indicate the caliber of the service.

The brand name was compatible with VIA’s existing corporate brand structure while also being appropriate for San Antonio’s long history as a multi-cultural city. Close collaboration with the architect ensured that the highly identifiable brand was integrated seamlessly into the iconic shelters, creating a cohesive visual identity that would be instantly recognizable throughout the corridor.

The design work extended beyond the stations to encompass all passenger touchpoints for the BRT service. Station signage was developed to include the iconic brand pylon that became a landmark feature of the system, along with platform informational elements that helped riders navigate the service easily. Fleet graphics were designed to complement the station branding, creating a unified visual system across all aspects of the service. The comprehensive approach ensured that every element, from the smallest wayfinding sign to the largest station identifier, worked together to communicate the premium nature of the Primo service and reinforce VIA’s commitment to high-quality transit.

Services Provided

• Brand name development (Primo)
• Complete brand identity design
• Station signage program development
• Iconic brand pylon design
• Platform informational elements
• Fleet graphics and vehicle design
• Environmental graphic design
• Wayfinding systems
• Architect coordination and collaboration
• Brand integration with station architecture
• Comprehensive visual identity system
• Multi-cultural marketing considerations
• Brand standards and guidelines