Pronto Transit Fare System
Brand Identity
PRONTO is San Diego County’s unified public transit fare system, developed to simplify access to transit across multiple agencies and modes. I was engaged as the external brand lead to name and design the system and establish a durable brand identity capable of operating at countywide scale.
Working in partnership with Civilian and with formal approval from MTS, I led brand discovery workshops and the naming and identity development process with MTS and NCTD stakeholders. The identity needed to function across physical infrastructure, digital platforms, and public-facing touchpoints while remaining legible, trusted, and easy to use for a diverse public audience.
The PRONTO logo was designed as a flexible system, capable of adaptation without diluting recognition or trust. During design, I introduced the concept of controlled visual variations as a strength of the system rather than an exception, allowing for approved, one-off applications tied to civic programs and cultural moments. This approach has since enabled PRONTO to reflect San Diego’s communities while remaining anchored to a consistent core identity.
I authored the initial PRONTO brand manual and delivered a complete handoff of the naming, identity system, and usage guidance in 2019, ahead of the system’s public launch in 2021. The standards were designed for long-term use across agencies and vendors, prioritizing clarity, consistency, and ease of implementation within a public-sector environment.
Selected Works
©Jordan Stark
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