Spirit Guide. Version 4 14th July 2016

Transcription

1 Spirit Guide Version 4 14th July 2016

2 Spirit Guide Introduction 2 Introduction Introduction This Spirit Guide is designed to help and assist you in your marketing communications. It is important that we only communicate as one brand to ensure complete consistency. If you need any help concerning the use of these guidelines, please contact the West Midlands Railway marketing team. West Midlands Railway Marketing Support Tel: +44 (0)121 XXX XXXX XXXXXXXXXX@XXXXXXXX.com McCann Oliver Dew Tel: +44 (0) oliver.dew@mccann.com Ian Sedgwick Tel: +44 (0) ian.sedgwick@mccann.com

3 Brand Footprint

4 Spirit Guide Brand Footprint 10 WMR Brand Footprint Means... A train service designed for the region: proud to be serving the region An enabler of success: proud to be bettering the region An inspiring regional beacon: proud to be celebrating the region Is... Likeminded Vitality Awe-inspiring

5 Logo Overview

6 Spirit Guide Section 1 Logo Overview 12 Logo Overview The West Midlands Railway logo is a contemporary twist on the heritage monogram. A mark that is set in the West Midlands, with strong reference to its past through the use of typography and colour, but is also immediately identifiable as rail with it s strong directional graphic approach. Its type colour and junction like design reference its rail and West Midlands heritage but doesn t dwell on it, it s a flexible modern identity for the modern commuter. The logo consists of two parts, the Wordmark and the Mark which is made up of the coming together of the new and old, in the form of W and M. The Mark can be used separately, but the Wordmark should always appear with the Mark. In most cases the logo should be kept together, but in some unique cases as highlighted in these guidelines, the Mark can be used separately from the Wordmark. IMPORTANT: The logo should never be recreated, amended or distorted. The Mark The Logo File name: WMR MASTER LOGO.ai The Minimum Size Landscape Logo 25mm 65mm File name: WMR MASTER LOGO LANDSCAPE.ai The landscape version is primarily used for livery

7 Spirit Guide Section 1 Logo Overview 13 Logo Exclusion Zones To ensure that there is no visual interference with the West Midlands Railway logo, a minimum clearance zone has been applied and should be followed at all times. Colour logo with exclusion zone Below is a breakdown of how this zone is implemented. EXCLUSION ZONE Measurement unit For fast accurate measurements we use the WMR Triangle as shown above. The exclusion zone is shown here using the WMR Triangle. Landscape colour logo with exclusion zone EXCLUSION ZONE The exclusion zone is shown here using the WMR Triangle.

8 Spirit Guide Section 1 Logo Overview 14 Logo Variations and Colours There are four variations of the logo which should cover all aspects of design needs. Where possible the full colour version should be used. Full colour Black & White File name: WMR MASTER LOGO.ai File name: WMR MASTER LOGO_BLACK.ai Reversed White and orange File name: WMR MASTER LOGO_WHITE.ai File name: WMR MASTER LOGO_WHITE_ORANGE.ai

9 Spirit Guide Section 1 Logo Overview 15 Logo Dos and Don ts Distortion To maintain brand strength the logo should be kept in its original format. Any distortion will only weaken the brand. Below are examples of logo distortion which must not be used. Squash on the horizontal Squash on the vertical X X Rotate Shear the angle X X

10 Spirit Guide Section 1 Logo Overview 16 Logo Dos and Don ts Colour Maintaining the correct colour combinations of the logo is key to the strength and continuity of the brand. Using the existing colour palette in the wrong combination Using solid colours for mono variants X X Mixing new colours with brand colours Using completely new colours X X

11 Spirit Guide Section 1 Logo Overview 17 Logo Dos and Don ts Typography The logo is supplied in two versions and only these two should be used. The logo must not be adjusted typographically in any way. Further department names or departments should not be added to the logo itself. Covering the Mark with graphics or typography Adding typography to the Wordmark Tickets X X Tickets Staggering the type Re-aligning the Mark and Wordmark X X

12 Typography

13 Spirit Guide Section 2 Typography 20 Our Main Font The primary font is used in most cases and always for body copy and sub-headings. Foundry Sans has an extensive family of weights, but the three main weights WMR use are Roman, Demi and Bold. In some cases further family members can be used if appropriate at the time. Primary typeface Foundry Sans Foundry Sans Roman ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz !@ $%^&*()-=[]; \,./_+{}: <>? Foundry Sans Roman Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz !@ $%^&*()-=[]; \,./_+{}: <>? Foundry Sans Demi ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz !@ $%^&*()-=[]; \,./_+{}: <>? Foundry Sans Demi Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz !@ $%^&*()-=[]; \,./_+{}: <>? Foundry Sans Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz !@ $%^&*()-=[]; \,./_+{}: <>?

14 Spirit Guide Section 2 Typography 21 Heritage Font Foundry Form Serif has been introduced to be used with the heritage achievements and Sans with the contemporary side of achievements. Secondary typeface Foundry Form Serif Foundry Form Serif Book ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz !@ $%^&*()-=[]; \,./_+{}: <>? Foundry Form Serif Book Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz !@ $%^&*()-=[]; \,./_+{}: <>? Foundry Form Serif Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz !@ $%^&*()-=[]; \,./_+{}: <>? Foundry Form Serif Bold Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz !@ $%^&*()-=[]; \,./_+{}: <>?

15 Spirit Guide Section 2 Typography 22 Fonts Usage The headline copy should be 3 times the size of the body copy minimum, and the sub-headline is 1/2 the size of the body copy. Example of primary type usage Use the sub-headline Cap height without ascender height to measure the space between headline and sub-headline. Likewise use the Cap height from the body copy to measure the distance between the sub-headline ascender to the body copy Cap height. Headline is: 2x Sub-headline 3x Body copy Sub-headline is: 1.5x Body copy Foundry Sans Demi 30/34pt Foundry Sans Demi 15/17pt Foundry Sans Normal 10/12pt Headline Sub-headline Sub-headline Text Lorem ipsum dolor sit amet, consectetur adipiscing elit. Mauris laoreet, turpis sed blandit tincidunt, tortor massa viverra enim, non hendrerit nisi augue ut sapien. Pellentesque nec velit efficitur, gravida risus vitae, laoreet magna. In at commodo ante. Quisque viverra lorem felis, sodales mattis urna fermentum vitae. Suspendisse ac interdum velit, dictum ultricies ante. Aliquam neque ex, volutpat sed tellus at, consequat scelerisque nulla. Suspendisse quis mi ante. Donec in velit odio. Vestibulum vestibulum lacus in lorem fermentum congue. Morbi vitae sodales magna. Example of heritage type usage Foundry Form Serif Book and Bold 30/34pt Foundry Sans Demi 15/17pt Foundry Sans Normal 10/12pt Headline with highlighted words Sub-headline Sub-headline Text Lorem ipsum dolor sit amet, consectetur adipiscing elit. Mauris laoreet, turpis sed blandit tincidunt, tortor massa viverra enim, non hendrerit nisi augue ut sapien. Pellentesque nec velit efficitur, gravida risus vitae, laoreet magna. In at commodo ante. Quisque viverra lorem felis, sodales mattis urna fermentum vitae. Suspendisse ac interdum velit, dictum ultricies ante. Aliquam neque ex, volutpat sed tellus at, consequat scelerisque nulla. Suspendisse quis mi ante. Donec in velit odio. Vestibulum vestibulum lacus in lorem fermentum congue. Morbi vitae sodales magna.

16 Spirit Guide Section 2 Typography 23 Fonts Online All online font usage should be Verdana, and the same rules apply as with the primary font usage. Online typeface Verdana Verdana Roman ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz !@ $%^&*()-=[]; \,./_+{}: <>? Verdana Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz !@ $%^&*()-=[]; \,./_+{}: <>? Verdana Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz !@ $%^&*()-=[]; \,./_+{}: <>? Verdana Bold Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz !@ $%^&*()-=[]; \,./_+{}: <>?

17 Colour

18 Spirit Guide Section 3 Colour 25 Colour Palette The West Midlands Railway brand and feel is based around the industrial heritage. This is reflected in the colours which originate from a Victorian palette and given a modern edge. Most of the work done for WMR will use the primary colours. Primary colours WMR Orange CMYK RGB Pantone Web RAL 75% 50% 25% C: 2 M: 56 Y: 100 K: 0 R: 240 G: 136 B: C f WMR Grey CMYK RGB Pantone Web RAL 75% 50% 25% C: 30 M: 22 Y: 17 K: 57 R: 117 G: 120 B: 123 Cool Gray 9 5f WMR Purple CMYK RGB Pantone Web RAL 75% 50% 25% C: 87 M: 97 Y: 8 K: 49 R: 63 G: 42 B: C 3f2a NOTE: RAL colours need checking Preferred percentages of the primary colours

19 Spirit Guide Section 3 Colour 26 Secondary Colours WMR Red The secondary palette has been created to allow for a broader range of official colours within design collateral. The industrial heritage is also reflected in the colours which originate from a Victorian palette and given a modern edge. CMYK C: 2 M: 97 Y: 85 K: 7 RGB R: 203 G: 51 B: 59 Pantone 1797C Web cb333b 75% 50% 25% WMR Purple CMYK RGB Pantone Web 75% 50% 25% C: 40 M: 100 Y: 10 K: 26 R: 131 G: 0 B: C WMR Green CMYK RGB Pantone Web 75% 50% 25% C: 27 M: 0 Y: 100 K: 3 R: 181 G: 189 B: 0 390C b5bd00 WMR Blue CMYK RGB Pantone Web 75% 50% 25% C: 59 M: 0 Y: 22 K: 0 R:45 G: 204 B: C 2dccd3 WMR Teal CMYK RGB Pantone Web 75% 50% 25% C: 82 M: 34 Y: 49 K: 24 R: 51 G: 112 B: C

20 Strapline and Voice

21 Spirit Guide Section 4 Strapline and Voice 28 Strapline The strapline encompasses the brand personality and the belief in the West Midlands area and its people. The kerning and tracking of the strapline have been set. So the strapline should not be typed out, instead use the highlighted file. Strapline File name: WMR_strapline.ai Strapline sizing Strapline positioning The strapline will never be less than one and a half the length of the logo. The strapline should always be a minimum of the length of the strapline away from the logo and height of the logo below.

22 Spirit Guide Section 4 Strapline and Voice 29 Tone of Voice What we say is important and how we say it matters too. It s how we deliver our messages in a credible way, so people do believe that we re of the region, for the region and that they do feel inspired by our brand. So whether that s through our social content, the partners we associate with, or a platform poster, we always use a consistent tone of voice that s shaped by three key attributes that reflect the spirit of industriousness, which makes West Midlanders proud to be part of the region: We are down to earth Our tone is direct, honest and to the point, with a refreshing absence of waffle and hype. Our conversational style makes us open and genuine. There are real people behind our words. We are energetic Our tone is upbeat, optimistic and inspiring. Our energy shines though in the positive language we use. We can and we do. We make positive things happen. We are celebratory Our tone celebrates the West Midlands, its people and its spirit of innovation and industry. We reflect that spirit in everything we do - and everything we say.

23 Imagery and Graphical Elements

24 Spirit Guide Section 5 Imagery and Graphic Elements 31 Imagery and Graphical Elements There are two key audiences: customer and corporate-facing. This section discusses the corporate-facing graphic. Brand graphic image Brand graphic options Percentage of usage 50% 25% 20% 5% The above diagram shows the maximum colour that can be used with the metallic, white or background. The metallic is only used as actual brushed metal on livery or signage. This graphic can be used in many different ways, as long as the point is always in view. Above is an example cropping. The graphic can also be rotated in 90, but not at any other angle. File name: WMR_brand graphic device.ai

25 Creative Collateral

26 Spirit Guide Section 6 Creative Collateral 39 Corporate facing collateral Posters Corporate-facing collateral uses the internal shape of the Mark to create the feel to the poster. Option 1 Option 2 EXCLUSION ZONE The graphic can be used in multiple variations. Using the WMR Triangle to create the margins The page is divided into 7 to create the initial base for the rules of the page

27 Spirit Guide Section 6 Creative Collateral 40 Signage: 2100 x 350mm These are examples of platform signs. The signage use a white background colour and appropriate logos and brand elements. Station names are in Foundry Sans Bold and the secondary font is Foundry Sans Normal aligned left. Copy must not stray outside of the marked area. When over two lines the type should be adjusted to once again fit within the marked area and the leading is then based on the x-height of the station name. All other measurements are based on the logo Triangle measurement. Third party logos must fit within the marked exclusion zone and be at least 1 Triangle length away from the end of the station name copy. Running board option 1 Running board option 1 Foundry Sans Bold Stratford-Upon-Avon Birmingham Parkway EXCLUSION ZONE Use the x-height of the station name as the leading measurement Birmingham Moor Birmingham Street EXCLUSION ZONE Running board option 2 Third party logo Bournville Birmingham for Cadbury World EXCLUSION ZONE Running board option 3 Foundry Sans Normal Bournville Birmingham for Cadbury World EXCLUSION ZONE NOTE: In progress. All wayfinding needs more exploration

28 Spirit Guide Section 6 Creative Collateral 41 Signage: 2100 x 350mm Examples of signage without the overlay of measurements. Option 1 Stratford-Upon-Avon Parkway Once the structure is set up, the colour combination can change to help highlight different areas. Option 2 Bournville Birmingham for Cadbury World Option 3 Bournville Birmingham for Cadbury World Option 4 Bournville Birmingham for Cadbury World NOTE: In progress. All wayfinding needs more exploration

29 Spirit Guide Section 6 Creative Collateral 42 Signage: platform 2x1 format A generic size has been set up here and can be applied to most similar formats. The lower grey band is 20% the height of the signage panel. From this the WMR logo can be positioned and sized. From the sized logo the Triangle can then be used to create the exclusion zone and the purple and orange bands. The angle at the end of the bands is set using 3 Triangles. 2x1 format EXCLUSION ZONE Birmingham New Street The station name must not stray outside of the exclusion zone and when the copy sits over two lines, the x-height of the copy is used for the leading/spacing. As with all the signage, the station name copy is formatted in Foundry Sans Bold. 20% 1 unit high WMR Orange WMR Purple WMR Grey 2 unit high 2x1 format Birmingham New Street NOTE: In progress. All wayfinding needs more exploration

30 Spirit Guide Section 6 Creative Collateral 43 Signage: totem The totem uses the chevron device to make it stand out more and re-inforce the brand. The height of the totem is based on 7x the height of the logo mark. Once this is set the Triangle can be used to set the sizing and spacing. The size of the West Midlands logo is 3x the height of the final totem and the size of the brand chevron is the same height as the West Midlands logo. As with all signage the station names must not encroach onto the exclusion zone and the leading/spacing is set using the final x-height of the station name. EXCLUSION ZONE EXCLUSION ZONE EXCLUSION ZONE Birmingham New Street 3x WM logo height 1x NWR logo height Birmingham New Street 7x logo height Totem cropped in line with chevron Totem can be used with a central post or offset. NOTE: In progress. All wayfinding needs more exploration

31 Spirit Guide Section 6 Creative Collateral 44 Signage: platform additional Additional thoughts of wayfinding utilising the brand mark as a directional tool. Platform number Way signage Platform 1 Platform 1 NOTE: In progress. All wayfinding needs more exploration

32 Spirit Guide Section 6 Creative Collateral 45 Train Livery opt 1 The most visible element to the West Midlands Railway branding is the train livery. The livery has been designed to reflect the brand personality, using brushed metal as the background to highlight the contemporary forward-thinking side of the brand, then book-ended with a traditional colour base and design as a nod to the heritage side of the brand. WMR Grey 45% opacity Safety orange line colour to be supplied WMR Grey 85% opacity WMR Purple WMR Orange WMR Purple West Midlands Railway is operated by: Franchise logo Driving the region forward WMR logo is raised cut out polished metal with powder coated orange Brushed metal NOTE: In progress awaiting actual train tech The WMR grey criss-crosses the train in different finishes to add more texture and change the way light reflects off the train. West Midlands Railway is operated by: West Midlands Railway is operated by: Franchise logo Franchise logo The logo on the train replaces the grey with laser-cut metallic brushed metal.

33 Spirit Guide Section 6 Creative Collateral 48 Train Interior WMR Orange Safety glass panel and hand rail The seat covering to be made using the grey and shades of, with a keyline of the orange. NOTE: Awaiting actual rolling stock interior tech drawings

34 Spirit Guide Section 6 Creative Collateral 49 Online Design Here is a taster of how a rail network website looks. This will need a lot of research and design development to come up with the right solution and online guidelines. NOTE: In progress

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