VIA Metropolitan Transit in San Antonio unveiled its new look and message—“The New VIA”—at a recent board meeting.

In addition to a fresh, contemporary logo, the agency’s rebranding effort features a series of multimedia informational messages including television, print, outdoor, and online digital media.

At the core of The New VIA is a commitment to help augment San Antonio’s position as a leader in providing value and quality products and services for all citizens. This commitment has been demonstrated through enhancements such as electronic fare collection, high-tech mobile services, new modes such as Bus Rapid Transit, and improved amenities such as bus shelters, transit centers, and park-and-ride facilities.

“These improvements offer real reasons for people to get out of their cars and ride VIA,” said VIA President/Chief Executive Officer Jeff Arndt.