'Connecting You to More': ACHD Debuts New Brand Identity

ADA COUNTY — The Ada County Highway District is embracing its commitment to connection with a new brand identity.

The brand identity gives ACHD consistent visual elements that can be recognized across Ada County and beyond. The brand also includes a new strapline, “Connecting you to more.”

“Whether it’s down the street or across the county, on four wheels, two wheels or on foot, the people of Ada County rely on ACHD to connect them to where they need to go,” said ACHD Commission President Alexis Pickering. “The phrase ‘Connecting you to more’ brings that commitment to the forefront of our identity.”

The new branding is the culmination of nearly a year of research and discovery of ACHD and the unique role the District plays in the community and beyond. The Board of Commissioners approved the new branding endeavor in June of 2022 to replace ACHD’s old logo, which was in place for more than two decades. The District gathered input from ACHD staff, agency partners, developers and consultants, as well as members of the community, to understand the District’s identity and goals.

The logo features a prominent “A” with seven bars, representing the six cities and the unincorporated areas within Ada County. Those components, connecting together to form the District’s new icon, pay tribute to the way ACHD was formed and who the agency serves. The slanted letters symbolize the momentum that keeps Ada County moving.

Eight colors are included in the agency’s branded materials. Orange and yellow represent common construction colors. The blue colors symbolize trust and professionalism, while the green hues pull from the environment where ACHD crews work and add an element of approachability and friendliness to the brand.

“Our new brand also represents the connections ACHD continues to cultivate with our agency partners,” President Pickering said. “We are proud to work with each city, the county, utility companies, developers, and most importantly, the citizens who use our transportation network.”

The new brand identity was revealed to employees during an all-staff meeting Tuesday morning.

“While we have referred to this project as a rebrand, it’s really the first time ACHD has had a true brand and identity,” said Deputy Director of Communications, Shandy Lam. “Our employees are dedicated, professional, innovative and take great pride in the work they do in our community. We’re excited to have a cohesive brand that reflects that.”

The new logo will be rolled out to the community over the coming months. Citizens will soon see the new logo on ACHD vehicles, signage, postcards and much more. While some inventory will be rebranded right away, the new brand will be added to other equipment in phases as current materials reach the end of their lifespans. The agency’s website will also be updated to reflect the new brand.

"ACHD’s identity is much more than a logo and colors,” said President Pickering. “ACHD’s focus on connection is laid into the very fabric of the agency. I am proud and excited to see that focus rolled out across the county.”

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