by Staff

Saturday, February 21, 2026

YOUNGSTOWN, Ohio – The Western Reserve Transit Authority will introduce its rebranding Monday.

WRTA, Youngstown’s fare-free transit authority, is using the branding update in part to emphasize its commitment to serving as the region’s primary engine for workforce mobility, a news release states.

The new logo – featuring a bus outline with an arrow cutting through the “A” in WRTA – is designed to symbolize forward motion toward economic development and equality.

“Our new look and positioning is a promise to the Mahoning Valley,” CEO Dean Harris said. “When we say we are ‘Going Your Way,’ we mean we are aligned with the personal and financial goals of our riders. Whether that goal is keeping a steady job, attending a medical appointment or simply having more money for groceries, WRTA is the vehicle that gets them there – at zero cost to the rider.”

WRTA provides an average of more than 7,000 rides a day – more than 2 million rides annually. By providing free transportation six days a week, it removes financial barriers for the thousands of passengers who rely on the system every day.

WRTA used to charge $1.25 per ride. The zero-fare model puts an estimated $750 back into each rider’s pocket annually for the approximate 3,500 regular passengers who use WRTA, the release states. This injects almost $3 million into the local economy as riders spend those savings at Mahoning Valley grocery stores, pharmacies and small businesses.

But WRTA focuses on local economic development in other ways too.

It provides a bridge between employers and their staff. By removing the transportation barrier, WRTA helps businesses retain employees who might otherwise struggle with the high costs of car ownership or rising fuel prices.

With thousands of daily trips for medical care, WRTA reduces the no-show rate for local health care providers, saving the regional medical system hundreds of thousands in lost productivity and administrative overhead, the release states.

“Every time a passenger boards a WRTA bus for free, they are taking a step toward financial stability,” Harris said. “The arrow in our new logo points toward the future of the Mahoning Valley – a future where mobility is a right and where we are always going your way.”

The new branding will begin appearing on vehicles, signage and digital platforms starting Monday and gradually be worked across all platforms throughout this year and next.

WRTA continues to offer fixed-route and on-demand scheduled services across Mahoning County Monday through Saturday. More information is available on its website.