New Look for Public Transit in Rochester

Aug. 19, 2014
New names and logos unify RGRTA’s regional subsidiaries and paratransit service.

RGRTA on Aug. 19 unveiled a refreshed brand identity for RTS, its paratransit service, and subsidiaries in Genesee, Livingston, Ontario, Orleans, Seneca, Wayne, and Wyoming Counties.  The goal is to foster stronger connections to the RTS brand as “the bus company,” and greater awareness and interest in public transportation. 

RTS will continue to be the bus company’s brand name in Monroe County.  Beginning today, each of the transit authority’s regional subsidiaries will be renamed RTS followed by the county name, i.e. RTS Livingston or RTS Wayne. Lift Line, the authority’s paratransit service in Monroe County, has been renamed RTS Access — highlighting the benefits that the service provides to ADA customers — access to vital destinations that enrich their lives.

The refreshed brand identity and campaign elements were unveiled today at a press event at the Authority’s headquarters in Rochester. Chief Executive Officer Bill Carpenter said, “Our current logos were crafted decades ago, and as we took on new subsidiaries there was no naming structure in place to tie operations together.  We believe this refreshed brand identity more accurately represents our organization—one that’s driving forward to become our community’s preferred transportation choice.”

He continued, “Our new tag line, Enjoy the Ride, reflects the shared commitment of our 900+ employees to make it easy for our customers to enjoy their journey — wherever their final destination.”

RTS’s rebranding effort was led by Chief People and Brand Officer Maryalice Keller. “During our research, we were pleased to discover that people throughout our service area expressed a strong connection to RTS as “the bus company” and said we provide a vital, dependable service.  But with nine different bus company names and logos, most people didn’t understand that all of our services are connected. As an organization we’re working to transform the public transit experience in our region into an experience that’s not only safe, reliable and convenient, but one that’s also easy to enjoy.”  

Changes will appear gradually

The public will see RTS’ new identity reflected immediately on its refreshed website ( and in digital communications. Changes will be phased in on Bus Operator uniforms, bus passes and schedules. Buses and other vehicles currently on the road will incorporate the new logo and design elements gradually; new vehicles will bear the new design as they are purchased.

Regional operations

Regional operations have been renamed to connect them to RTS and reflect the counties they operate in.

  • RTS Genesee (replaces Batavia Bus Service/BBS)
  • RTS Livingston (replaces Livingston Area Transportation/LATS)
  • RTS Ontario (replaces County Area Transportation Service/CATS)
  • RTS Orleans (replaces Orleans Transit Service/OTS)
  • RTS Seneca (replaces Seneca Transit Service/STS)
  • RTS Wayne (replaces Wayne Area Transportation/WATS)
  • RTS Wyoming (replaces Wyoming Transit Service/WYTS)