Specifications include, but are not limited to: Create a cohesive brand identity for City’s Frequent Transit Network (FTN), with potential application to wayfinding, stop and station amenities, and overall system identity. The branding of the FTN will help users identify routes that run at high frequency from early morning to late evening every day of the week. The brand should also tie to programs and products that complement the FTN, such as on-demand ride services and passenger information. Since the FTN is part of the UTA system, its brand should be consistent with UTA’s brand and utilize its style guide as a foundation with the aim of maximizing legibility for transit customers. Contractor will need to coordinate closely with UTA’s marketing, planning, capital development teams to ensure cohesive, integrated outcomes.