Hello, glad to meet you
We are friendly, non-bureaucratic and welcoming to everyone. We use everyday language that is conversational and we avoid using jargon and acronyms. We use humor that is more of a wink than a pie in the face to connect more genuinely with our audience. And most important, we are people-focused and always looking to the future.
All aboard. It means that all are welcome here — on board our vehicles, at our platforms and bus stops, and at meetings and events. It is a call to action and a statement of belief. We’re talking about the people we represent in our images, the stories we tell and who we invite into the process. We are committed to celebrating the diverse and multicultural region where we operate and live. Because regardless of the color of your skin, birthplace and culture, language, faith, gender, age or abilities, Sound Transit welcomes you.
A brand’s personality is the set of characteristics you attribute to the brand. Use these to help guide how you communicate and tell the ST story.
These inform the way we talk with our audiences.
Providing top-notch customer service
Audiences: Those who use ST services, our riders, and potential riders.
Ride the Wave
What does it mean to “Ride the Wave?” For our passengers, it means riding the wave of the future with state-of-the-art transit and taking back freedom: freedom from traffic, freedom from stress, and freedom from the high cost of driving. For ST staff it means riding the wave of innovation and freeing ourselves to be cutting edge and think outside the bus…or box!