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The Loop Trolley: The Art of Creating an Instant Classic

March 2, 2017
Posted by Dovetail

For 111 years, trolleys were crucial to the life and growth of the St. Louis region. The last trolley ceased operation in 1966. That is, until now. Serving as both a community connector and a tourist attraction, the all-new Loop Trolley will operate between Forest Park and the University City Loop beginning in summer 2017.

Dovetail came onboard as agency of record for the Loop Trolley Company (LTC) in the summer of 2016. We were tasked to develop brand positioning, brand identity, and brand guidelines for this exciting new enterprise. As with all of Dovetail’s branding work, our brand management team began by conducting extensive demographic research while the creative team researched vintage transportation brands.

Drawing on such diverse influences as Art Deco, pop art, and industrial design, the team explored a range of looks integrating old and new. With a nod to nostalgia for the streetcars of St. Louis’ past, the final logo positions the Loop Trolley as a modern and relevant part of contemporary city life.



Dovetail extended the brand by designing a suite of business materials, branded merchandise, collateral and signage, and online applications to give the Loop Trolley a strong, consistent voice and personality that is inspired by the past but always moving forward.


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