BARTggu Controversy

By Lauren Law Nov. 12, 2025

A crisp white and blue circular emblem marks the iconic logo of the Bay Area as it flashes before commuters’ eyes on the side of a sleek, silver train speeding through San Francisco. The bold letters spell out the acronym of Bay Area Rapid Transit: BART. Yet trains are not the only location where this logo can be spotted—recently, the logo has also been seen on canvas tote bags, baseball caps and water bottles displayed behind the glass in trendy retail store, Baggu.

The San Francisco Standard reports how buzz spread quickly on Sept. 26 about the BART-logo gear peaking through the windows on Baggu’s new 888 Valencia St., San Francisco location, drawing large crowds to the store. However, the merch was not for sale, it was being given away to customers who spent over $50. On paper, the collaboration seemed ideal, tailored towards transit-loving customers who take pride in local culture. Yet it landed at a crucial moment for BART, who are currently facing serious financial pressure. 

BART is currently on a fiscal cliff, which occurs when a transit agency runs out of temporary funding while its costs stay high and ridership has not recovered. BART has faced a steep drop in ridership and fare revenue partially because many former commuters have shifted towards remote or hybrid work arrangements since the pandemic. The BART Operating Financial Outlook reports that BART’s fare revenue dropped from covering 66% of its operating costs before the pandemic to 21% in 2022; this ridership has not fully rebounded, with 2024 recording about 50.66 million passenger trips, well below pre-COVID levels of 120.6 million passenger trips in 2018.

BART has warned that its annual operating deficits will reach $350 to $400 million once emergency assistance runs out and begins relying on federal and state emergency funds, which are projected to expire by 2026 unless funding is renewed. The company has managed to eliminate its projected $35 million deficit for fiscal year 2026 by cutting costs, reducing overtime and delaying hires, though it only serves as a temporary fix.

Bay Area counties are preparing a regional tax measure for 2026 to fund transit agencies including BART to prevent drastic service cuts. The state has also approved a $750 million loan to float transit agencies in the near term Cal Matters reports. Spur reports that the state budget restores $1.1 billion in previously threatened transit funds and authorities up to $750 million in loans if legislation (SB 63) passes to allow a regional transit funding ballot measure. 

“For me, BART represents a major public transportation authority, especially in the Bay Area where cars dominate; using their image without permission does not support that mission and feels almost disrespectful. I am not sure BART should take it as good exposure, because branding alone does not necessarily lead to ticket sales,” Senior Stephen King said. 

BART stated that it was not aware of the unauthorized use of their logo on Baggu merchandise ahead of the launch and clarified that there was no partnership. On social media, BART made light-hearted comments expressing gratitude for the love that the brand has shown them—though they also express that it would have been better if Baggu had contacted BART prior and shared some profit. On Oct. 1, Baggu posted an apology admitting they should have reached out to BART first. They acknowledged that using BART’s logo, even though the items were not sold, violated copyright norms.

“The designs were definitely clever and eye-catching, but it is important to be clear that they were not authorized or connected to BART. Even if it was just a creative project, companies should get proper approval before using public agency logos to avoid confusing the public about what is official," Sophomore Lara Kadir said.

The Baggu-BART controversy captured the excitement and complications of mixing popular brands with beloved local institutions. For BART, it is a reminder of both the agency’s financial challenges and the potential of thoughtful collaborations. Whether this sparks future official partnerships or not, it highlights how much people care about the Bay Area’s transit icon.

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About the Contributors

Lauren Law

Staff Writer

Lauren Law is a senior at Leland High School and this is her second year as a staff writer. She enjoys hanging out with friends, sleeping, and eating.