The stencil application of the logo and typography have been extended to a set of custom icons. A typography pattern—used in print collateral, web, with the potential to extend to environmental applications like company vehicle graphics—was developed to convey both service offerings and company values in a single glance. The new tagline “What Moves You” encourages clients and prospective partners to find what inspires them, while taking notice of the vertical transportation infrastructure most people take for granted.