Established in 1973 Transportation Alternatives (TA) is a New York non-profit organization whose mission is to “reclaim New York City’s streets from the automobile, and to advocate for bicycling, walking and public transit as the best transportation alternatives.” If you ride your bike in New York and feel a little safer with every passing day, it’s probably thanks to TA, who is also responsible for campaigns to free Central Park and Prospect Part in Brooklyn from cars, as well as championing the controversial congestion pricing initiative that would charge cars for the priviledge of driving around certain parts of the city. This week, TA introduced a new identity created by Doyle Partners — fitting since it’s not rare to spot Mr. Stephen Doyle bicycling around town in a suit.
The old logo was fairly acceptable but it had tremendous readability issues when made smaller (and not that much smaller) and it was pretty generic too. The new one takes the visual language of the streets and creates a memorable icon that functions quite literally as a sign for alternatives for transportation, with the arrow veering sharp off in another direction. I am a big fan of orange to begin with, but I think the color works especially well in this identity, and the icon looks quite good on black with the arrow on white. The typography, employing PTF Bryant is good, but not quite as sophisticated, bold or striking as the icon; maybe a lighter weight and more tracking would have helped. Overall, the new look is contemporary and striking, keeping TA looking sharp as it battles the mean old car.