Recommended Practice

BRT Branding, Imaging and Marketing


This recommended practice provides guidance for developing a brand image for bus rapid transit systems and on marketing the brand to the public.

Document History
Document Number Version Publication Date Publication Related Information
APTA BTS-BRT-RP-001-10 Rev. 1 12/11/2020 Published Current
APTA BTS-BRT-RP-001-10 03/01/2010 Published Superseded


branding, BRT, bus rapid transit, image, marketing, revenue generation


Bus rapid transit (BRT) service creates a premium rapid transit experience using rubber-tired vehicles. Branding helps convey the premium service experience to riders and helps distinguish BRT service from other bus service. This document establishes guidelines for branding, imaging, and marketing BRT service for planners, transit agencies, local governments, developers, and others interested in developing new, or enhancing existing, BRT systems.

This document is part of a suite of recommended practices covering the key elements that comprise BRT service. Because BRT elements perform best when working together as a system, this document may reference others in this series of recommended practices. Users of this document are advised to review all
guidance documents to better understand how different BRT elements are interrelated in delivering a high impact transit project.

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