BARTA is a public transportation authority serving Berks County, Pennsylvania with a service area population of roughly 336,532. As with most older cities in the Northeast, the focal point of activity and growth in Berks County has moved to the suburbs forcing BARTA to refocus its services to deal with the growing demands for bus and paratransit services. BARTA is involved in many exciting projects including the construction of a Park-n-Transit Facility in downtown Reading, the establishment of passenger train service between Philadelphia and Reading known as the Schuylkill Valley Metro, the renovation of it's main administrative and maintenance facility, and a planned replacement program for both fixed-route buses and paratransit vehicles. Also, BARTA opened the $12 Million BARTA Transportation Center in downtown Reading in March, 2002.

Recognizing the changing development patterns and needs for additional services, BARTA undertook a comprehensive route and marketing study to evaluate the fixed-route service and special services (paratransit) that was completed in November, 2004. A major outcome of this study was the recommendation that the fixed-route service be restructured to better serve the suburban areas. This major restructuring began in June of 2005.

Combined with BARTA's other efforts to improve service, the Authority has adopted a theme of the "NEW BARTA" for promoting these changes. With this in mind, BARTA hired LR Marketing Group to develop a "new look" for the Authority and its vehicles. Specifically, the existing logo for BARTA was outdated and had been in existence since the late 1970's along with the color scheme of the buses. As such, BARTA required an organization that could develop a new corporate logo and color scheme for both the interior and exterior of its revenue vehicles.