SJRRC Refreshes ACE Brand with new Logo

The San Joaquin Regional Rail Commission (SJRRC), known for its management of the Altamont Commuter Express (ACE), introduces a new logo for the passenger rail service soon to reach its 15-year milestone.

In October 2013 the ACE service will turn 15, and in recognition of this achievement, the agency has begun a process of refreshing the ACE brand, which includes a change to its very name. This process, known as the Commitment 15 campaign, reaffirms SJRRC’s commitment to prepare for the next 15 years of service by working toward increased satisfaction levels among riders, increased ridership, and becoming an emerging, cutting-edge transit agency.

To that end, SJRRC is repositioning the ACE brand by updating its name to reflect the attention given to future growth prospective for the ACE service. The Altamont Commuter Express will now become the Altamont Corridor Express. This change will broaden the rail system scope to show its increasing ridership and public benefit, and will allow for greater eligibility for federal funding.

After a process of soliciting input from passengers and stakeholders, the new logo emphasizes a creative depiction of how the service is moving forward toward a more efficient travel experience. Through this new logo, SJRRC exemplifies its goals and objectives, and asserts its pledge to be dedicated to passengers, responsive to change, and committed to growth. This is the first logo refresh for the ACE brand since its inception.

But what really matters is the passenger experience on the train — SJRRC calls this ACE Life. This update to the logo is simply a reflection of the refresh taking place inside the trains, and the agency’s renewed sense of purpose to help people take a little stress out of their lives.