Hit the Road MAT

Established in 1972 the Metro Area Transit, or MAT as more colloquially known, is the local bus system for the city of Omaha, operated by the Omaha Transit Authority, a governmental subdivision of the State of Nebraska. With a look that looked as if it hadn’t been updated since 1972, MAT underwent not just a redesign but a renaming too, as Metro, with the help of local firm Oxide Design. Conversations between Metro’s leaders and Oxide led to focus on a new identity that conveyed key words and impressions such as safe, clean dependable/ consistent, convenient, and modern/progressive.This design work is called a “re-brand” and was deemed necessary by Metro’s leaders because the brand of MAT appeared to be outdated. Rather than reflecting an organization current