BART Brand Book

Brand bookSu Lee // Aaron Bermudez

TABLE of CONTENTS18. Tickets

19. Poster

20. Map

21. Screen Pages

22. Envelope

23. Letterhead

24. Business Card

25. App

26. Website

27. Iconography

28. Back cover

3. Introduction

4-7. Logo

8-9. Typography

10. Primary Color

11. Secondary Color

12. Tone

13. Brochure

14. Infographic

15. BART Name

16. Incorrect Name

17. Photography

18. Tickets

19. Poster

20. Map

21. Screen Pages

22. Envelope

23. Letterhead

24. Business Card

25. App

26. Website

27. Iconography

28. Back cover

INTRODUCTIONThe Bay Area Rapid Transit authority has become a part of the Bay Area in such a way that BART itself is a word for confidence in travel Connecting commuters to where they need to be in a peaceful and professional atmosphere. The commute itself becomes a break to finish work or relax. Inside this book are some clear rules for designers to follow to encourage the BART brand as a unified reliable source for geting there.

BART LOGO

¼ x

¼ x

B A R T

B A R T

Print and Screen Logo:

The BART logo must be used for all publications print or web

The BART logo draws it’s design from our unique train profiles. The outline being unlike any other rapid transit car design

Logo colors must be one of the two approved Primary colors shown. Shapes within must be one of the two Primary colors shown matched with background color shown

Border space must be maintained unless the BART name is within

LOGO PROCESSThis is the work that took place prior to coming up with the final logo. We experimented with different shapes and colors, and decided to go with the simpler design.

incorrect logo usage Please Do Not:

Crop logo dimensions or change orientation

Add color filters, textures, filters or images/photography to logo Skew, tile, duplicate/repeat, or distort logo

Use solid colors or matching color for background and shapes

Incorrect logo usage

Change the logo’s colors. Refer to Pg. 11for the exact color scheme

Use a pixelated or distorted logo

Place the logo on top of photography

Use the logo as a repeated pattern

Alter the logo’s orientation

Please Do Not:

TYPOgRAPHYA b c d e f g h i j k l m n o p q r s t u v w x y z1 2 3 4 5 6 7 8 9 0

Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 1 2 3 4 5 6 7 8 9 0

Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 1 2 3 4 5 6 7 8 9 0

Miso Regular

Miso Light

Homestead

Headline usage must be Homestead

Body copy and all other type may be Miso Regular or Miso Light

Size may be at your discretion but Kerning must remain standard and professional

Color of all text must be CMYK listed Black or if dark background CMYK listed Cream

Exception being the BART name which has rules to follow

Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn

Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz

Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll

Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww

Xx Yy Zz

Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll

Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww

Xx Yy Zz

Gotham Book

Gotham Light

Rokkit

TYPOgRAPHY: web

For web applications, use Rokkit as a Slab Serif, and Gotham as a font for body copy. Rokkit is a web-safe Slab Serif, used for headlines

Headers must use Rokkit as a Slab Serif

Color must be RGB Black or RGB Cream

Paragraph text and links must be Gotham Book and or Gotham Light

Text other than headers may be Primary colors listed or secondary colors listed

PrimaryColor

C: 64%M:14%Y: 27%K: 0%

C: 9%M: 7%Y: 12%K: 0%

C: 72%M: 64%Y: 64%K: 68%

R: 87G: 173B: 184

R: 229G: 228B: 219

R: 39G: 41B: 40

Primary colors must follow the three colors as specified in CMYK and RGB

We feel these colors represent our dedication to getting the commuter there. Speeding along passengers as they relax in a proffesional competent atmosphere

SecondaryCOLOR

C: 6%M:87%Y: 23%K: 0%

C: 68%M:19%Y: 82%K: 3%

C: 7%M: 59%Y: 96%K: 0%

C: 17%M:13%Y: 91%K: 0%

R: 226G: 71B: 127

R: 94G: 156B: 92

R: 229G: 128B: 44

R: 87G: 173B: 184R: 39

G: 41B: 40

Secondary colors must follow the four colors listed as CMYk or RGB

Secondary colors are encouraged for use only as a highlight or contrast when Primary colors visually fade with backgrounds

Tone Tone shall be brief but welcoming. Authority must be conveyed to embue a sense of confidence in travel in our passengers.

BART ADVISORY:ONLY DESIGNATED CARS ARE ALLOWED TO CARRY BICYCLE PASSENGERS. FINES OF UP TO $100 MAY BE ISSUED TO PASSENGERS WITH A BICYCLE IN NON DESIGNATED CARS.

BROCHURE

A RIDER’SGUIDE TO

tickets hours

contact

B A R TLocal Telephone Numbers Oakland/Berkeley/San Leandro 510 465-2278 San Francisco/Daly City 415 989-2278 South San Francisco/San Bruno/San Mateo 650 992-2278 Concord/Walnut Creek/Lafayette/ Antioch/Pittsburg/Livermore/Orinda 925 676-2278 Hayward/San Leandro/Fremont/ Union City/Dublin/Pleasanton 510 441-2278 Richmond/El Cerrito 510 236-2278 All other locations 510 465-2278 Lost $ Found 510 464-7090 www.bart.gov/lostandfound

Weekdays (4:00 am - Midnight)

Saturday (6:00 am - Midnight)

Sunday (8:00 am - Midnight)

BART Blue High Value TicketA 6.25% discount in two denominations: a $48 ticket for $45; a $64 ticket for $60 BART Green* TicketA 62.5% discount for seniors 65 years and older: $24 ticket for only $9 BART Orange TicketA discount for middle and secondary school students. Special purchasing restrictions apply.More about BART Orange >> BART Plus TicketA “flash pass” for other transit operators.More about BART Plus >> BART Red* TicketA 62.5% discount for persons with disabilities, Medicare cardholders and children 5-12 years old: $24 ticket for $9

standard disabled seniors students

Bay Area Rapid Transit (BART) connects the San Francisco Peninsula with Oakland, Berkeley, Fremont, Walnut Creek, Dublin/Pleasanton and other cities in the East Bay. For more than 40 years BART has provided fast, reliable transportation to downtownoffices, shopping centers, tourist attractions, entertainment venues, universities and other destinations for Bay Area residents and visitors alike.

This sample brouchure is a perfect example of the dominant use of the aproved Primary Colors with highlights and contrast of the pre-approved Secondary Colors.

InfographicBay Area Rapid Transit (BART) is a rapid transit system serving the San Francisco Bay Area. The heavy-rail public transit and subway system connects San Francisco with cities in the East Bay and suburbs in northern San Mateo County. BART is the fifth-busiest heavy rail rapid transit system in the United States.Serving the bay area since septetember 11, 1972

80 mph 33 mph 20 secmax speed Average speed STation stops

bart operates 5 lines across 104 miles

A RIDER’SGUIDE TO

Avoid the high costs of driving, sitting in traffic, and parking.

Get where you’re going on time.

Help improve air quality and minimize energy consumption.

Relax while we get you to your destination.

WHY TAKE BART

?

As a sample infographic shows the colors, logo, and typefaces intigrate well for a welcoming feel while inspiring confidence in travel.

To view the full infographic, visit https://www.dropbox.com/s/wht7aevbz6h09kn/Bart_Infographic.pdf

Bart name B A R T

B A R T

B A R T

The BART name is an acronym for Bay Area Rapid Transit Authority. BART has become part of the Bay Area experience and so is treated as a Logo itself

There is no font for BART All letters must be capatilized without periods seperating letters

Only one of the three Primary Colors may be used for the BART name

BART is to be used as a noun and may be used in sentances as a logo

B a r t

B A R T B A R T

B A R T

B A R T B.A.R.T

BArt nameincorrect usageBART:

Must remain centered within shapes

Must remain one of the two approved colors stated on pg. 10

Must remain as the same color throughout the entire name

Is an acronym but periods may not be used

May not be bordered by other colors

May not be used as a verb

Photography

Please Do Not:

Stretch or distort our photography

Crop our photos

Add color filters or alter our photography in any way

ticketsTickets are redesigned with a modern look that allows quick visual access to information to allow quick access to transportation

Color coded tickets facilitate this where special colors address special ticket holders

BART logo shape must be displayed as shown and addressed without BART name

INSERTTHIS

SIDE UP

$25$19.15$15.75

INSERTTHIS

SIDE UP

$25$19.15$15.75

Disability Pass

Standard Pass

Poster GuidelinesBART SAFETY TIPS

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Donec vel commodo odio. Nunc mauris nibh, tristique ac venenatis ac, ultricies a urna. Phasellus vehicula orci non nulla hendrerit porta. Vivamus eget nisl a arcu molestie pulvinar a a ligula. Praesent molestie, ante quis aliquet pharetra, massa augue eleifend sem, sit amet dignissim nunc eros in lectus. Sed at hendrerit lorem. Donec eu ligula libero. Morbi laoreet turpis a mauris fermentum sit amet auctor purus accumsan.

Headlines must follow print guidelines with clear headline displayed above all else

Background colors must be CMYK Cream color as specified

If using graphics or photos they must be centered between headline and main body copy text

All following body copy must use Miso Light

All BART posters must include BART logo on bottom right in a .25 inch border from edge and BART name is optional in Logo

Millbrae

South San Francisco

colma

daly city

Balboa park(transfer station)

macarthur(transfer station)19th st/oakland

12th st / oakland city center(transfer station)

Lake merritt

fruitvale

oakland internationalairport

ashby

downtown berkeley

north berkeley

el cerrito plaza

el cerrito del norte

richmond

orindalafayette

rockridge

walnut creek

pleasant hill

concord

north concord/martinez

pittsburg/bay point

coliseum / oakland airport

san leandro

bay fair )transfer station)

DUBLIN/PLEASANTON

SOUTH HAYWARD

HAYWARD

UNION CITY

FREMONT

CASTRO VALLEY

sAN FRANCISCOINTERNATIONAL AIRPORT (SFO)

GLEN PARK

24TH ST MISSION

16TH ST MISSION

CIVIC CENTER

POWELL ST

MONTGOMERY ST

EMBARCADERO

WEST OAKLAND

San Bruno (Transfer Station)

Map

Screen Pages

New Montgomery

New Montgomery

New Montgomery

Embarcadero

Embarcadero

Embarcadero

Powell

Powell

Powell

Screen images must rely primarily on infographics for ease of use

Secondary colors are encouraged for use in icons, objects, shapes, etc

All text must be in one of the aproved Primary Colors and line colors must use secondary colors

Envelope

Stationary must display the BART logo without BART name showing

Logo must be justified to the left before the text appears

Aaron Bermudez Account Planner

999 Market street San Francisco, CA 94105

Letterhead

Stationary and letterheads must display Logo as shown in upper lefthand corner

Upper right corner must display the lines in order of Name, Title, Primary Number, and email address

Paper must be stock weight and plain white

Text must be aproved print fonts and in Black CMYK Primary Color

Aaron Bermudez Train Operator

999 Market street San Francisco, CA 94105

Business cards

Cards may be either Cream CMYK Primary Color or Black CMYK Primary Color listed above. Blue CMYK Primary Color is the only aproved color for BART logo shapes and shape must remain centered as shown

Format for Name, Title, Primary Number, and email must be displayed only as shown

Back of card must be left blank or with train profile shown as on stationary

Aaron BermudezAccount Planner

(415) [email protected]

su leeArt director(415) [email protected]

pg. 25

Appbarttripplanner

West Dublin

Montgomery

$11.00Round Trip

$5.50One Way

Scan Now

Line: GreenEstimated Time: 45 Minutes

Next Train: 11:13 AM 11:27 AM 11:40 AM 11:56 AM

Select Card Type

Expiration Date

Zip Code

Promo Codes

Mobile applications must follow Web Design rules as stated with exceptions below:

Primary colors must be used solely to create a uniform quick access interface

BART as a logo must be integrated with titles of the App

website

About Rider Guide News Contract

Quick Planner

Depart

Arrive

Bart Follow Contact Language

Bay Area Rapid Transit (BART) connects the San Francisco Peninsula with Oakland, Berkeley, Fremont, Walnut Creek, Dublin/Pleasanton and other cities in the East Bay.

Bay Area Rapid Transit DistrictP.O. Box 12688Oakland CA 94604-2688

[email protected]

510 465-2278

start

Facebook

Twitter

Pinterest

f

p

t

B A R T

stations

schedule

tickets

search

Websites must display BART logo with name in approved colors as Home icon in upper left corner

Only web fonts approved may be used with colors following Primary for Headers and all other copy in Primary RGB colors or Secondary RGB colors

Icons and graphics inlayed within the webpage design must follow secondary or Primary color guidelines

Images displayed may be any color but must follow photography guidelines as stated

iconography

BART Brand Book

Documents

Transcript of BART Brand Book