The goal of the PublicTransit campaign’s visual theme and typography is to associate public transit with environmental and personally positive associations. Using the subway route maps to form an abstracted tree directly connects the environment with the use of public railways and subways.The transit map tree was designed to create as direct a connection between public transportation and environmental consciousness as possible. It’s vectored elements add a sense of modern aesthetics to an otherwise organic shape.The motto “Better for the environment, for the city, for you. PublicTransit” clearly outlines all the benefits to be gained from using public transit, with the slightest emphasis on personal convenience. The typography is set in Archer, invoking both progressiveness and timelessness.