Visit Madison Announces Exciting Rebrand to "Madison Trolley Line"

Pays homage to Madison's Rich Railroad Heritage

Madison, Indiana {April 16, 2025} – Visit Madison, Indiana is proud to announce the exciting rebranding of the city’s beloved trolley service from "Madison Trolley" to "Madison Trolley Line." This refreshed identity comes complete with a family of logos designed for versatile use—featuring elegant typography, inspiration from Madison's iconic Rueben Wells locomotive, and a charming trolley caricature icon and a distinctive circular logo. The brand’s palette features timeless black and white, complemented by the City of Madison’s signature bronze, blending nostalgia with modern appeal while paying homage to Madison’s rich railroad heritage.

In taking over operations from longtime trolley operator Dave Adams, Visit Madison recognized an opportunity to honor his years of dedicated service and elevate the trolley experience for a new era. Dave’s legacy of warmth, storytelling, and commitment to the Madison and Jefferson County community provided a strong foundation upon which Visit Madison has built this expanded, reimagined trolley line.

Why "Madison Trolley Line"?

• Honors Madison’s Railroad Heritage: The term "Line" evokes Madison’s golden era of railways and the first railroad in the state of Indiana, maintaining a connection to the city's rich transportation history.
• Symbolizes a Growing Fleet: "Line" represents potential future expansions, positioning the trolley system as adaptable and dynamic. The Madison Trolley Line will soon expand with the addition of a custom-built second trolley, arriving in July 2025.
• Establishes a Branded Experience: Beyond transportation, the Madison Trolley Line offers curated journeys such as historical tours, seasonal events, and hop-on-hop-off experiences—extending to Hanover College, Madison’s Hilltop, and more.
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A Note from Sarah Prasil, Executive Marketing Director at Visit Madison, Indiana:

“By embracing the name ‘Madison Trolley Line,’ we preserve a beloved piece of Madison’s identity while elevating it for a new era of storytelling, tourism, and immersive experiences. This branding decision not only reflects our city’s railroad legacy, but also sets the stage for dynamic marketing, deeper community connections, and flexible growth—whether expanding the fleet or evolving the experiences we offer. The Madison Trolley Line is more than transportation—it’s an experience.”

This exciting initiative was made possible through generous support from the Jefferson County Board of Tourism (JCBT), Hanover College, T-Mobile, and the City of Madison, who will also be responsible for maintaining the trolleys.

We are incredibly grateful for additional sponsorships that have come forward to support this effort: Madison Automotive Group has generously partnered as the official fuel sponsor of the Madison Trolley Line, ensuring smooth journeys throughout the year. Super Shine has sponsored quarterly detailing and cleaning of the trolley, and Mason & Mefford stepped up to transport the trolleys to Madison.

The tagline, “Connecting You to Unforgettable Experiences,” underscores the mission to deliver immersive and memorable adventures for every rider.

Stay tuned as Visit Madison shares more details during National Travel & Tourism Week, beginning May 5, 2025, when exciting new trolley adventures and programs will be revealed!

For more information and to stay updated, visit VisitMadison.org/MadisonTrolleyLine, and follow our new social media pages @MadisonTrolleyLine on Facebook and Instagram.