Specifications include, but are not limited to: This is a full-scope project, including brand positioning; name; logo; brand personality; graphic standards including typefaces, color palettes and a brand identity manual; trade dress direction; website development with most content client-provided and inclusive of a Content Management System; trademark registration; domain use clearance and registration; social media use direction; uniform direction ; A. Maximize ridership of the rail line. B. Incorporate within existing transit systems. C. Enhance the public image of the rail line ; Develop brand positioning and brand personality. o Develop and articulate written narrative to support strategy to be employed. Develop brand name recommendation with 2 alternative recommendations. o Develop 3 logo alternatives for each brand name. o Revise and resubmit as may be directed, at a minimum, by the evaluation team, the director and deputy director of the Department of Transportation Services.