Brand Guidelines Solano County Transit (SolTrans)
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1 Brand Guidelines Solano County Transit (SolTrans) May 2018
2 Table of Contents The SolTrans Story... 1 Brand Elements... 2 Logo Usage... 3 Color Palette... 7 Typography Photography.... 9
3 The SolTrans Story SolTrans provides local and express bus service to the Solano County cities of Benicia, Vallejo, and Fairfield, California and also provides regional connections to BART. The brand philosophy promotes the concepts of reliability, fun, friendliness, brightness, cleanliness, safety, inclusiveness, diversity, high-tech and innovation. The goal of the brand is to create a sense of place and a positive feeling towards SolTrans that suggests to the traveler, That s my ride home. 1
4 Brand Elements A brand identity is composed of the various organizational elements that work together to reinforce company values and commitments. It is the company name, logo and mission supported by visual communication elements including defined and coordinated colors, type and imagery. The graphic standards presented on the following pages are intended to ensure that SolTrans is described and presented in a consistent way. This manual provides guidelines for acceptable use of logos, fonts, colors and other elements in print and online publications. Design decisions presented in examples emphasize functionality as opposed to decoration and are informed by key words that define the company philosophy: reliable fun bright positive inclusive clean diverse high-tech innovative Please direct any questions to: Solano County Transit (SolTrans) (707) Sacramento Street, Vallejo, CA 2
5 Logo Usage 1235 C 144 C 363 C Full Color The full color logo is the foundation of the SolTrans visual identity. This is the version of the logo that should be used whenever color representation is available for your project. PMS 363C PMS 144 C PMS 1235 C 30% K 58% K 80% K Grayscale The grayscale logo is used when color is not available for your project. It can be printed in shades of gray so it appears as a monotone. Example: Black & white newspaper ad. 100% K Black & White (single-color) The black & white or single-color logo is to be used only when color or gradients are not supported by the printing process. Example: Silkscreening a single-color t-shirt or printing on a small promotional item like a pen where detail cannot be seen clearly. 3
6 Logo Usage for uses on dark backgrounds White 123 C 1235 C White Reversed Logo As with the single-color logo, the reversed-out versions should only be used when other options are not feasible. Make sure there is ample contrast with the background color. If the background color is very light, then opt for the other versions of the logo, starting with full color. Be aware that the reversed-out, color logo is a slight variation on the full-color version. Select the correct logo based on your full-color or reversed-color design needs. 123 C 1235 C White The reversed-out color logo is the only instance where PMS 123 will be used within the brand. PMS 123 C PMS 1235 C 4
7 Logo Usage sizes and clear spaces x = ½ of H x x H x Logo Clear Space Whenever you use the logo, it should be surrounded by clear space to ensure its visibility and impact. No text or graphic element of any kind should invade this zone. To calculate the dimension of the clear space, take the height of the full logo (H) and divide it in half (x). The square gray boxes represent the clear space. Larger clearance than this minimum is encouraged and acceptable. 1.25" Logo Minimum Size The SolTrans logo should never be reproduced smaller than the minimum size of 1.25 inches, with all graphic elements remaining proportional within the appropriate clear space. 5
8 Logo Usage improper uses 1. Wrong Colors 2. Low-resolution from Web 3. Size/Position Edit Improper Logo Use To ensure the integrity of the logo and the brand, it should be applied consistently. Therefore, the examples to the left should never be used on any materials produced by SolTrans or its vendors. 1. Do not change colors within the logo. 2. Do not use a low-resolution or web-based logo for print. When using a logo for print use only.eps,.pdf or.ai file formats 3. Do not resize or reposition elements within the logo. 4. Distorted 4. Do not compress or stretch the logo. 5. Do not angle the logo. 6. Do not reproduce the logo using an alternate typeface. 5. Angled 6. Wrong Font Approved logo 6
9 Color Palette Primary Palette PMS 363C C73, M0, Y100, K24 R49, G147, B59 DuPont Transportation Color Formula # Secondary Palette PMS 144 C C 0, M 51, Y100, K 2 R 241, G 142, B 29 DuPont Transportation Color Formula # N0681 PMS 1235 C C0, M33, Y100, K0 R252, G179, B22 DuPont Transportation Color Formula # Color plays an important role in defining SolTrans identity. Consistent use of the primary and secondary color palettes presented on this page will contribute to the cohesive and harmonious look of the SolTrans brand across all forms of media. Check with your print vendor to ensure that corporate colors appear accurately. The Dupont paint equivalent is used to indicate the correct color formulas for the DuPont Transportation paint product line category only. These colors should be used for external paint applications on buses only. Primary Palette SolTrans primary color palette is composed of Green (PMS 363), Orange (PMS 144) and Yellow (PMS1235). These main colors help identify print and online collateral as part of the overall SolTrans brand. Be sure to include these colors in all communications collateral. The four-color process or CMYK build is the formula to PMS 1797 C C13, M96, Y100, K 3 R203, G51, B59 PMS 675 C C 18, M 100, Y0, K 8 R 174, G 37, B 115 PMS 268 C C82, M98, Y0, K12 R88, G44, B131 be used in print applications. The RGB values are the equivalent formula for use in on-screen applications like websites and PowerPoint presentations. Secondary Palette Use these complementary colors from the secondary palette as accent colors for your printed and online PMS 7691 C C100, M43, Y0, K30 R0, G98, B152 PMS 631 C C 75, M 23, Y10, K10 R 36, G 143, B183 PMS 3265 C C72, M35, Y40, K0 R0, G199, B177 materials. Secondary colors should not be used as backgrounds or in place of the primary colors. 7
10 Typography Helvetica Neue Helvetica Neue Light Helvetica Neue Light Italic Helvetica Neue Roman Helvetica Neue Roman Italic Helvetica Neue Medium Helvetica Neue Medium Italic Helvetica Neue Bold Helvetica Neue Bold Italic Helvetica Neue Condensed Light Helvetica Neue Condensed Light Oblique Helvetica Neue Condensed Helvetica Neue Condensed Oblique Typography is an important component of the SolTrans brand and should convey clarity and ease of use. The following font family has been selected for use in all SolTrans marketing and communication materials to encourage consistency. Main Font Family Helvetica Neue is a widely-used sans serif font that is know for its legibility and wide range of weights and styles. Regular and condensed font styles in various weights are shown on the left. Web Fonts For web purposes only, Helvetica Neue may be replaced by Helvetica. Helvetica Neue Condensed Medium Helvetica Neue Condensed Medium Oblique Helvetica Neue Condensed Bold Helvetica Neue Condensed Bold Oblique 8
11 Photography Here are a few technical tips to ensure your photo images are high quality and supportive of SolTrans brand standards. Use High-Quality Photography Images that are badly exposed, composed, focused, cropped or color-balanced undermine good writing and design. Don t Use Web Photos for Print It is easy to convert high-resolution, print-ready photos to lower resolution photos for the web but it is impossible to turn low-resolution photos that have been pulled from the web into high-quality photos for print publications. Resolution for web photos should be 72 dpi (dots per inch), and photos for color print should be 300 dpi (at the printed size) or they will appear fuzzy with jagged edges. Evaluate Content and Mood Photos should embody the SolTrans company philosophy of being reliable, fun, clean, positive, inclusive, diverse, high-tech and innovative. Photos that tell a story and/or have happy people in them are particularly effective. Low resolution photos from the web should never be used for print 9
12 Solano County Transit (SolTrans) 311 Sacramento Street, Vallejo, CA (707)
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