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The goal of the METRO Uptown Transit District was to create an effective and iconic public transportation system to service the rapidly growing Uptown community. Located just north of downtown Cincinnati, Uptown is home to some of the country’s top educational and medical institutions. Understanding the desire to create a dynamic brand within Metro’s family, the design focuses on Metro’s vibrant green and neutral grays to define the District. Each hub is named and illustrated to represent an adjacent iconic landmark. This element formulates the story at each hub, further enhancing the brand recognition and essence of the neighborhood. The strategically placed family of elements provides cadence and connection throughout the District. The iconic image, featured both on the shelter glass and the kiosk, provides consistency in brand language, recognition and story telling. The glass graphics’ levels of translucency were thoroughly studied to achieve optimal security sightlines, while supporting brand equity and high-levels of vandal-resistance. The architecture offers protection from elements and visibility through illumination. Internally lit kiosks act as wayfinding, providing maps, essential rider information and a unique story about the icon. Vertical pylons mark the start of each zone, acting as beacons for pedestrian and vehicular traffic. The district plazas are further defined by light columns lining the approach, and engraved granite District Markers at zone extents.