Dallas Streetcar Project
In 2015, the City of Dallas called on Simmons Design Associates once again, this time to help launch the city’s newest public transportation asset, the Dallas Streetcar. Owned by the City of Dallas and operated by Dallas Area Rapid Transit (DART), the Dallas Streetcar is a 1.6-mile rail track designed to connect commuters in Oak Cliff to businesses and rail service in downtown Dallas via the Houston Street Viaduct. City officials tapped SDA to develop a unique visual identity, color system and branding program that would help build awareness and ongoing usage of this important mass transit component.
SDA created the graphic treatment for the Dallas Streetcar to work in concert with the City of Dallas and DART brands, while at the same time distinguishing the Streetcar as a separate entity. Beyond developing the logo, SDA managed the application of the brand on the streetcar vehicles, and documented guidelines to encourage consistent and proper use of the brand on an ongoing basis.