Knoxville Area Transit: branding

When I was in Tennessee for the Pro Bike/Pro Walk conference, we had to go to Knoxville on an errand, and when I was there I happened to see the Knoxville Area Transit (KAT) buses in operation. I was enamored by the tasteful, updated design of their buses and bus stop signage. Most of all, I was impressed and intrigued by their tagline (marketing slogan) that is prominent on the buses: "Ride for Change."

According to this press release, the slogan has multiple layers of meaning:

KAT’s new slogan - Ride for Change. To ride for change means to ride for a relative low cost compared to car ownership. To ride for change also means that transit is, in several ways, the solution to the change many wish to see – a solution to environmental and air quality concerns. As an example of that, KAT is currently offering fare-free rides on Air Quality Action Days. When the air quality in Knoxville reaches an Orange level or higher – meaning our air is unhealthy for sensitive groups – all KAT rides will be free that day.

I wasn't fast enough to get a good photo of one of the buses, but KAT was kind enough to send me a photo (thanks to Sharon Monett).