“The Portland Streetcar is a streetcar system in Portland, Oregon, that opened in 2001 and serves areas surrounding downtown Portland. The two-route system serves some 20,000 daily riders. As with the heavier-duty MAX Light Rail network which serves the broader Portland metropolitan area, Portland Streetcars are operated and maintained by TriMet. But unlike MAX, the streetcar system is owned by the city of Portland and managed by Portland Streetcar Incorporated, a non-profit public benefit corporation whose board of directors report to the city’s Bureau of Transportation.” (Wikipedia)
Spoke (Portland, OR)
The Portland Streetcar logo represents the 'S' of Streetcar, its rails, the bridges it crosses, and the two halves of Portland coming together.
Provided brand guidelines
Images (opinion after)
The previous logo was very naive and simplistic in concept and execution and very unhelpful to apply in a good way. The new logo has some strong ideas in the monogram with the tracks cutting through the abstract "S" and the two circle halves representing the two lines available. The execution is okay but it feels as if it could have used a little refinement and some optical corrections. The main and alternate color choices could have also been better, somehow it feels less elegant or contemporary than it could be. The typography — a modified version of Priori Sans — is okay, although the "C" in "CAR" is distractingly wide. Overall, no doubt an improvement.
Thanks to Jonathan Hendryx for the tip.