First Capital Trolley Branding

The Challenge
First Capital Trolley, which provides public transportation and historic city tours in Guthrie, Oklahoma, needed a refreshed brand identity that would celebrate its rich history and showcase its role in the city’s ongoing revitalization. Originally established in 1905, the trolley system was revived in 1988, becoming a beloved public service and a significant part of Guthrie’s tourism and community life. The challenge was to create a brand that honors its historic roots, emphasizes the city’s historic charm, and highlights its current value to residents and visitors alike.

The Solution
We designed a brand identity that pays tribute to the legacy of First Capital Trolley while making it accessible and engaging for a modern audience. The logo design is inspired by early mid-century typography, evoking a nostalgic yet timeless feel that mirrors the character of Guthrie’s historic district. A palette of deep green, warm gold, and brick red was chosen to reflect the trolley’s iconic color and the city’s iconic red sandstone downtown buildings.

To bring the brand to life, we developed a suite of materials that included signage, a suite of brochures, a website, stationary, and communication lock screens for communicating messages to trolley drivers.

The completed branding package breathes new life into First Capital Trolley, celebrating its heritage while positioning it as a charming, integral part of Guthrie’s community experience. This identity captures the magic of the trolley’s revival and showcases its essential role in Guthrie’s present and future.