Southeastern Pennsylvania Transportation Authority (SEPTA)
A New Branding and Wayfinding Master Plan
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Improving the Rider Experience with Design
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Client
Southeastern Pennsylvania Transportation Authority (SEPTA)
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Location
Philadelphia, Pennsylvania
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Sector
Transit
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Discipline
Branding, Research and Consultation, Wayfinding
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Collaborators
Jacobs, Engineering Firm Megan S. Ryerson, Ph.D., University of Pennsylvania Center for Safe Mobility, Eye Tracking Wayfinding Study Lead
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Awards
SEGD Global Design Merit Award
Making the Roadmap
Entro collaborated with SEPTA, its riders, and many other partner organizations to develop the Master Plan. The goal was to create a uniform and simplified convention for route names, develop a visual identity for the networks, implement colour-coded signage and clearer maps to simplify navigation, and rename the entire rapid transit network.


Creating a Unified Network
The rapid transit lines were constructed and operated by separate private companies. As a result, the public perceived them as a series of individual lines rather than a unified network. The Master Plan was an opportunity to reframe it as a complete system.
To mark a new beginning, we renamed the system from “Rail Transit Network” to “SEPTA Metro”. We then assigned each line its own identifying colour. We kept the existing colours wherever possible, but made changes to ensure that each colour was easy to differentiate from the rest in every viewing condition.
The line nomenclature was redesigned to match the system’s trunk and branch layout and uses redundancies to improve accessibility. For example, the Broad Street Line can also be identified as the orange line or the B Line. A number at the end of the route name tells riders which specific service pattern the vehicle is running (B1, B2, etc). Using colours, names, letters, and numbers keeps signage legible for people with reading difficulties, non-English speakers, and anyone with colour vision deficiencies.

Network Map
We designed a full map that shows the entire unified SEPTA Metro system. Prior maps used a fully accurate geographic representation of routes, stations, and transfers. For rider clarity and reduced risk of confusion, we opted instead for a stylized rendering. The new map is cleaner and simpler to read, so riders can get the information they need with just a glance, rather than having to sift through details that aren’t relevant to their trip.


We prioritized community outreach throughout the process. The research findings gave us the insights and guidance to make sure we designed an inclusive and accessible transit experience that met SEPTA Metro riders’ diverse needs. Our efforts included: station audits, meetings with stakeholder groups, external agencies, and advocacy groups, an online survey, and a Tobii Pro eye-tracking study led by the University of Pennsylvania. To help us stay on the right track, we held regular meetings with stakeholder groups, external agencies, and advocacy groups. Finally, upon the Master Plan’s completion, we held a 2-month public outreach period to invite feedback from the public at large.



Entro is now working with SEPTA to complete a SEPTA Wayfinding Standards Manual and to implement the signage program across the system.
Find out more about the development and implementation of SEPTA’s Wayfinding Master Plan.