What's in a Symbol? A Lot, the M.T.A. Is Betting - The New York Times


AI Summary Hide AI Generated Summary

MTA Rebranding

The Metropolitan Transportation Authority (MTA) in New York City is undertaking a $3 million rebranding initiative over four years. This project aims to replace the various names and logos of its five subsidiaries with a unified MTA logo and simplified names.

Goals of the Rebranding

The primary goal is to clarify to riders that all public buses, subways, and trains in New York City belong to the same authority. The MTA feels that its current branding is confusing and wants to project a unified regional transportation system. This is also tied to a larger effort to improve interconnectivity of the various services and implement a unified electronic fare-collection system.

Cost and Justification

MTA chairman Peter E. Stangl defends the cost as modest for a multi-billion-dollar agency, emphasizing the importance of reducing rider confusion and improving service understanding.

Sign in to unlock more AI features Sign in with Google

Would New York City's transit system by any other name still be the same confusing tangle of rail and bus lines in the eyes of the riders? The Metropolitan Transportation Authority thinks not, and it is spending $3 million to prove it.

Over the next four years, the authority plans to replace the myriad names and logos used by its five subsidiaries with a uniform M.T.A. logo and somewhat simpler names, though not necessarily shorter ones. The Metro-North Commuter Railroad, for instance, becomes the M.T.A. Metro-North Railroad, while the Metropolitan Suburban Bus Authority becomes M.T.A. Long Island Bus.

The idea, transit officials say, is to make it clear that every public bus, subway car and train in New York really belongs to the authority. If this sounds like a bureaucratic version of an identity crisis, it is. In essence, the M.T.A. feels misunderstood. Questions of Cost

"If you look at all of our vehicles there is no way of telling these vehicles are responsible to the same authority," said Alicia Martinez, the authority's marketing director. "How do we identify ourselves to customers so they know who is responsible for the system?"

Peter E. Stangl, the M.T.A. chairman, has said the new logo and simple names are part of a larger effort to weld the authority's rail and bus services, linking them with an electronic fare-collection system that someday will allow riders to transfer easily from one part of the system to another. He said that for a multi-billion-dollar agency, the cost was a modest price to clarify its services to riders.

"I want to convey that we are a regional transportation system, that each of the agencies are a part of a bigger system," Mr. Stangl said. "Frankly, it's about time we did something to stop confusing our customers."

We are having trouble retrieving the article content.Please enable JavaScript in your browser settings.

Thank you for your patience while we verify access. If you are in Reader mode please exit and log into your Times account, or subscribe for all of The Times.

Thank you for your patience while we verify access.

Already a subscriber? Log in.

Want all of The Times? Subscribe.

Was this article displayed correctly? Not happy with what you see?

Tabs Reminder: Tabs piling up in your browser? Set a reminder for them, close them and get notified at the right time.

Try our Chrome extension today!


Share this article with your
friends and colleagues.
Earn points from views and
referrals who sign up.
Learn more

Facebook

Save articles to reading lists
and access them on any device


Share this article with your
friends and colleagues.
Earn points from views and
referrals who sign up.
Learn more

Facebook

Save articles to reading lists
and access them on any device