This Week
  • The five Rochester Business Ethics Award finalists are profiled.

  • Brett Farrow stayed true to his interests in law, medicine and business.

  • A new RIT program nurtures student businesses from concept to commercialization.

  • The Senior Living and Long-Term Care Services Directory provides a wealth of information.

  • President Suzanne Klingler Johnston has guided Our Lady of Mercy through a period of growth.

  • More precise diagnoses are now possible though advances in personalized medicine.

RGRTA, subsidiary unveil million-dollar new look

Rochester Business Journal
August 19, 2014

(Photos by Kimberly McKinzie)

The Rochester-Genesee Regional Transportation Authority and its Regional Transit Service subsidiary introduced new names and logos Tuesday as part of an estimated $1 million rebrand.

The RTS brand for Monroe County has been added to transit services in Genesee, Livingston, Ontario, Orleans, Wayne, Seneca and Wyoming counties, officials said.

For example, the recently incorporated County Area Transportation System in Ontario County is now RTS Ontario. The RGRTA officially added the Ontario County service Aug. 1.

The $50 million downtown transit center on Mortimer Street is scheduled to open Nov. 28—100 days from Wednesday, CEO Bill Carpenter said.

The authority’s paratransit service in Monroe County is renamed RTS Access instead of Lift Line.

“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,” Carpenter said.

“We believe this refreshed brand identity more accurately represents our organization, one that’s driving forward to become our community’s preferred transportation choice.”

Changes will be phased in gradually, officials said, beginning with the authority website that is now Employee emails now end in

Changes will gradually occur on bus operator uniforms, bus passes and schedules, officials said.

Buses and other vehicles will gradually incorporate the new green and blue logo and design, and new vehicles will have the design upon being purchased.

(c) 2014 Rochester Business Journal. To obtain permission to reprint this article, call 585-546-8303 or email

What You're Saying 

There are no comments yet. Be the first to add yours!

Post Your Own Comment


Not registered? Sign up now!

To Do   Text Size
Post CommentPost A Comment eMail Size1
View CommentsView All Comments PrintPrint Size2
ReprintsReprints Size3
  • E-mailed
  • Commented
  • Viewed
RBJ   Google