Rancho Cucamonga, California
The HART District
A place filled with rich history and a crossroads for travel, Rancho Cucamonga is being transformed into a new destination for multi-modal transit and modern living. The HART District (within the City of Rancho Cucamonga) is a space for connectivity and the new home of a first of its kind transportation center, Cucamonga Station. The district is set to become the new HART of Southern California. RSM Design collaborated with the City of Rancho Cucamonga to craft a brand narrative, name, and logo design for the transportation project. Once establishing the brand, the design team created brand guidelines and branded collateral pieces.
City of Rancho Cucamonga
Defining a vision for a new destination, The HART District will make up a greater whole, a transit oriented, mixed-use district, that will elevate the experience of the area into a walkable, and a culture-rich urban zone.
THE BRAND PROCESS
The design team began at step one of the process: naming. Examining familiar Rancho Cucamonga landmarks and streets around the station– Haven, Arrow, and Rochester– the team created the acronym HART. The name HART embodies a feeling of community and connectedness, while also paying attention to the district’s position within the greater city. During the logo development, the landmark streets would also come into play. The bars of the H on the mark represent the three landmark streets of the area with the addition of a circle symbolizing connectedness of the district as a whole.
BRAND MESSAGE & EXPRESSION
Above all, the mission of the brand is to represent the surrounding community. The HART District desires to bring opportunities to the people of Rancho Cucamonga, such as places to work and live. The design team paid specific attention to the brand language, which is built on the key message: Community makes Culture, Culture makes Connections. In addition, the team focused on several key pillars in order to define a unified brand and message. These messaging tools guide the purpose, tone, and voice of the brand design. The ultimate goal of the HART District is to unify the community and create a destination that embraces diverse experiences.