Brand Guidelines 12 December 2014
Our brand Introduction A distinctive new approach to the transport infrastructure of Edinburgh deserves a bold new look. A whole new brand platform has been developed for which has a fresh, future-focused face to show the world. A strong brand is one of the most valuable assets an organisation owns. To make it truly powerful it needs to be applied consistently so anyone dealing with Transport for Edinburgh knows who we are and what we stand for. Everyone has a part to play in doing this and bringing our brand to life. These guidelines are to help you represent our brand consistently. 02
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Asset overview Colour palette overview Iconography Photography Primary / Secondary colours A snap shot of the core elements toolkit. Typefaces Lato Black ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz (&@ $%!?)1234567890 Lato Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz (&@ $%!?)1234567890 Transport mode colours Buses Trams Lato Regular ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz (&@ $%!?)1234567890 Transport lines Repeat pattern Lato Light ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz (&@ $%!?)1234567890 Lato hairline ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz (&@ $%!?)1234567890 04
Our logo Our logo has two basic elements. The roundel 1 formed to create an abstract route map that connects different modes of transport, and the logotype 2, which is the name. 1 2 You must always use master artwork when reproducing the logo. 05
Our logo variants Landscape Vertical Stacked logotype You must always use master artwork when reproducing the logo. 06
Exclusion zone / Minimum size Exclusion zone To ensure the logo has maximum impact always keep the area around it clear. This space is called the exclusion zone. The exclusion zone protects the logo from other visual and graphics elements. The exclusion zone is derived from the height of the roundel as illustrated. Minimum size To maintain legibility, the logo should never be reproduced any smaller than 45mm. 45mm 07
Usage To maintain consistency there are a restricted number of colour variants for the Transport for Edinburgh logo. Do not introduce new colours or colour breakdowns. The logo may appear on an image, vignette or contrast for the logo to retain its presence on the page. Backgrounds should be uncluttered and observe the exclusion zone rules. You must always use master artwork when reproducing the logo. Transport mode colours 08
Our colours Primary colour Our primary colour is Pantone Cool Grey 11. Always use the correct Pantone colour. If you need to use CMYK or RGB colours please use the breakdowns shown below. Secondary colours We have focused our colour palette to provide a suite of secondary tones. These are the only colours you should use when communicating our brand and no other colours should be introduced for any reason. You should be mindful of legibility issues when using our colours and avoid using white text on light colours and black text on dark colours. Pantone Cool Grey 11 C 44 R 75 M 34 G 79 Y 22 B 90 K 60 # 4b4f5a RAL 7024 Pantone Cool Grey 8 C 23 R 121 M 17 G 124 Y 13 B 130 K 46 # 797c82 RAL 7045 Buses Trams Pantone Cool Grey 5 C 13 R 169 M 9 G 171 Y 9 B 174 K 27 # a9abae RAL 820-2 Pantone Cool Grey 3 C 8 R 199 M 5 G 201 Y 6 B 201 K 16 # c7c9c9 RAL 860-3 Additional colours are added to our colour palette are showing in relation to Buses or Trams, the logo assumes the mode colour. Eg Gold for Buses, Platinum fortrams. 09
Alignment points 1 3 Alignment points help to create strong and to act as guides for positioning our logo with text or other graphic elements. Detail The two primary alignment points are 1 and 2. Alignment points 3 and 4 may also be used when necessary. 2 4 Alignment point 1 Alignment point 3 Lorem ipsum dolor sit amet, consectetur adipisicing elit, eiusmod tempor incididunt. Lorem ipsum dolor sit amet, consectetur adipisicing elit, eiusmod tempor incididunt. 10
Things to avoid This page shows a number of errors that can be made when using our logo. DO NOT change the logo colour. Do not use the logo in white on a light coloured background. Do not reproduce the positive version of the logo on a dark background. Do not try and recreate the logo in any way. Do not change the arrangement ot the logo. Do not use the logo on a photographic background that is cluttered and affects legibility. Do not use the logo in combination with another endorsement mark. Do not rotate or angle the logo. Do not use the logo in written text. Do not stretch the logo. Do not use the logo as bullet points. 11
Our typefaces Lato is our typeface. It should be used in upper and lowercase. It is available in the following weights: Black, Bold, Regular, Light and Hairline. This typeface works on an open license so it is free to use it for all collateral. It is opentype, so will work on any operating system, PC or MAC. To download http://www.latofonts.com/lato-free-fonts Lato Black ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz (&@ $%!?)1234567890 Lato Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz (&@ $%!?)1234567890 Lato Regular ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz (&@ $%!?)1234567890 Lato Light ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz (&@ $%!?)1234567890 Lato Hairline ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz (&@ $%!?)1234567890 12
Typography Typographic policy has developed a code of practice for setting type so that it is legible to those with visual impairment. The main directives of this policy is set out as follows: Text should always be set in mixed upper and lower case (never all upper case - even with headings). The minimum point size for headings and body copy is 9pt. Body copy should always be ranged left Do not use italics. Do not use drop caps. To emphasise a word, use a different type weight. Ensure good, legible colour contrast between text and background colour. but use additional leading to achieve clear separation of paragraphs. Bullet point indentations are allowed so long as text follows the indent. Do not place text over an image unless the and clear (such as a clear blue sky). 13
Transport line graphic device Transport line graphic device The transport line graphic device is provided as an additional asset that can be used to dramatic effect throughout our brand communications. The lines should not be altered in any way. They are directly related to the roundel, and should always be applied consistently. Major Minor Please ensure the cross-over point of minor line over major line is to the base. The device can be boundaries as to add further depth. 14
Repeat pattern A repeat pattern based on the central element of our roundel is available within the asset library. This pattern can be used to create textures of varying degrees of subtlety. The primary use for this texture is within textile application. For uniform and seating. Variations of the repeat pattern exists for both Lothian Buses and Edinburgh Trams. Use of the repeat pattern should be limited. 15
Iconography A palette of our own unique set of icons which are distinctive to. Tram Bus Airport Mobility impaired route No hot food No drinks No smoking No feet on seats Tickets Deaf awareness Taxi Single decker bus Cycling Ramped access Wheelchair facility Refreshments CCTV Priority seats Luggage Help point Ticket machine Search Parking Tick Cross Arrow right Arrow left Arrow up Arrow down Fire extinguisher Pedestrian Headphones Look Hold on Guide dog Loud music Parent and child Litter Warning Information 1 Information 2 16
Photography Photographic imagery plays a vital role in our brand identity, communicating our transport infrastructure and our commitment to the communities in which we live and work. Its selection is therefore very important, with Photographic policy Technical requirements: All photography must be owned by Transport for Edinburgh with full rights across all media. All photography must be available at 300dpi. All photography must be reproducible at A4 in size without loss of image quality. Model sign-off forms must be used for all people actively engaged with the camera. brand values of being passionate, smart, innovative, and trusted. 17
Photography themes Iconic The Iconic selection of images is used to communicate the big story about the city, topic or region. The reality of the image makes it more human, as if the audience is there and seen a special moment in time. The image themes are Powerful Engaging Reportage Our Reportage selection of images takes the audience closer to the action, meeting the people we are talking about and revealing honestly the reality of our customers, and employees. The image themes are Honest Real 18
Photography themes Our people Honest images capture our people in a true representation. We are a human organisation and our people are what makes us tick. The image themes are Focussed Passionate Community This style is set to feel very moment-in-time and show the human impact of our work. The images should always use natural lighting and never feel dark or oppressive. The image themes are People Positive 19
Examples Timetable Jan 2014 Timetable Jan 2014 Visit edinburghtrams.com for more information 12345678 School Edinburgh High 12345678 Jonathan McPherson 12345678 10/01/14 For illustration only 20
Family The roundel evolves to shape the logos of both Lothian Buses and Edinburgh Trams, whose mirrored roundels highlight the diverging transport lines of the central device. acts as the link between these modes of transport - reinforcing the connectivity at the heart of the brand. Modes of transport are differentiated by the use of alternative coloured background circles - 21
Transport Mode 22
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Trams Edinburgh Trams Our logo has two basic elements. The roundel 1 formed to create an abstract route map that connects different modes of transport, and the logotype 2, which is the name Edinburgh Trams. 1 2 24
Our colours Edinburgh Trams Primary colour Our primary colour is Pantone 188. Always use the correct Pantone colour. If you need to use CMYK or RGB colours please use the breakdowns shown below. Mode colour Each mode of transport carries a unique colour represented by the background disc colour of the roundel. When we are showing in relation to Buses, the logo assumes the mode colour. Eg Platinum for Trams. Pantone 188 C 0 R 140 M 97 G 23 Y 100 B 19 K 50 # 8c1713 Pantone 877 C 46 R 148 M 38 G 147 Y 38 B 148 K 0 # 949394 Pantone 212 C 0 R 246 M 83 G 80 Y 5 B 151 K 0 # f65097 25
Usage Edinburgh Trams There are 2 core colourways for the Edinburgh Trams logo. Against white and against the primary colour. Monochromatic assets are also available. 26
Exclusion zone / Minimum size Edinburgh Trams Exclusion zone To ensure the logo has maximum impact always keep the area around it clear. This space is called the exclusion zone. The exclusion zone protects the logo from other visual and graphics elements. The exclusion zone is derived from the height of the roundel as illustrated. Minimum size To maintain legibility, the Edinburgh Trams logo should never be reproduced any smaller than 38mm. Should available space be within this measure - the roundel or logotype is used. 10mm 38mm 25mm Should available space be of an aspect ratio inappropriate for our primary logo, a landscape version of the lockup exists. Edinburgh Trams 27
Alignment points Edinburgh Trams Alignment points help to create strong and 1 3 to act as guides for positioning our logo with text or other graphic elements. Detail The two primary alignment points are 1 and 2. Alignment points 3 and 4 may also be used when necessary. 2 4 Alignment point 1 Alignment point 3 Lorem ipsum dolor sit amet, consectetur adipisicing elit, eiusmod tempor incididunt. Lorem ipsum dolor sit amet, consectetur adipisicing elit, eiusmod tempor incididunt. 28
logo relationship Edinburgh Trams The logo should appear on all Edinburgh Trams collateral. The relationship between the two logos, where possible, should equate to the size of the hero brand. On print collateral the Transport for Edinburgh logo should appear to the base of the website. Timetable Jan 2014 To avoid overuse of roundels, a simple exclusion rule based on the size of the hero roundel. If the logo placement is within this, the logotype only should be used and alignment points utilised. 29
Transport line graphic device Edinburgh Trams Transport line graphic device The transport line graphic device is provided as an additional asset that can be used to dramatic effect throughout our brand communications The lines should not be altered in any way. They are directly related to the roundel, and should always be applied consistently. Major Minor Please ensure the cross-over point of minor line over major line is to the base. The device can be boundaries as to add further depth. The device may also be used as a multiplied layer as shown top. 30
Repeat pattern Edinburgh Trams A repeat pattern based on the central element of our roundel is available within the asset library. This pattern can be used to create textures of varying degrees of subtlety. The primary use for this texture is within textile application. For uniform and seating. Use of the repeat pattern should be limited. 31