Dean Transportation Corporate ID/Brand Standards Manual
-
Upload
ciesadesign -
Category
Documents
-
view
220 -
download
0
description
Transcript of Dean Transportation Corporate ID/Brand Standards Manual
Introduction
Over 50 Years in School, Charter and Transit Transportation!
Dean Transportation proudly transports nearly 25,000 individuals daily throughout the Midwest. By partnering with school districts, public transit agencies, and local universities, Dean has become a foremost leader in pupil transportation. As a proud Michigan business, Dean Transportation continues to help redefine transportation opportunities throughout the state, specifically for individuals with disabilities.
A strong brand identity, consistently applied, will convey professionalism, longevity, and viability of our message.
This manual has been developed to help staff ensure that the Dean Transportation corporate identity is consistently applied.
Please contact us with your questions:
Dean Transportation, Inc.4812 Aurelius RoadLansing, MI 48910
517.319.8300 Phone517.319.8385 Fax
deantransportation.com
This manual contains guidelines about:
• How to use the Dean Transportation corporate and division Logos
• Prohibited uses and alterations of the Dean Transportation corporate identity
• How to use color
• How to use typography
1.0 Logotype
Description of the Dean Transportation logotypes
The Dean logotype is composed of unique letter forms derived from the Brush Script type family, which is a type style based on informal handwritten letter forms.
The support type which renders the terms “Transportation”, “Trailways”, “Schoolbus” and “Black Car” is set in Myriad Pro Black Italic, all caps. The baseline of the type is level with the bottom of the lower “swoosh” of the logo.
Division-specific colors are assigned to the “swoosh” graphics for divisional logotypes: green (PMS 348) for Transportation, gold (PMS 131) for Schoolbus, gray-green (PMS 443) for Black Car, dark green (PMS 567) for Trailways.
The logotype and its letter forms must never be altered or re-proportioned in any way.
Only the approved digital files specified in this manual should be used for print and digital output.
1.1 Logo Use Guidelines
Dean Transportation (Corporate) Logo
The Dean Transportation corporate logo should be used on all print and web materials that are promoting the Dean Transportation corporation as a whole.
1.1 Logo Use Guidelines
Dean Schoolbus Logo
The Dean Schoolbus logo should be used only for print and web materials that are concerned with Dean Transportation’s school bus programs.
1.1 Logo Use Guidelines
Dean Black Car Logo
The Dean Black Car logo should be used only for print and web materials that are promoting Dean Transportation’s executive transportation division, Dean Black Car.
1.1 Logo Use Guidelines
Dean Trailways Logo
The Dean Trailways logo should be used only for print and web materials that are concerned with Dean Transportation’s Trailways partnership division.
1.2 Logo Placement Guidelines
The logo must always be placed on a page or in a container in a consistent manner.
The distance “Z” is defined as the measurement from the top of the first horizontal element of the “swoosh” below the letters “ean” to the bottom of the second horizontal element below the letters “ean” in the logotype.
The distance “Z” is the minimum margin of distance the logo should have between any of its edges (top, right, bottom, or left) and the outer edge of a page or container.
In certain extreme circumstances where space is at a premium, this distance may be reduced to “½ Z”, but this exception should be used sparingly.
1.3 Logo Color Guidelines
Acceptable Color Standards
4-color logo.2-color (spot) logo.
This is the preferred version of the logo and should be used whenever technical or aesthetic conditions do not prevent its use.
Example: Use this version when using 4-color process or digital reproduction.
4-color logo for use on dark backgrounds.2-color (spot) logo for use on dark backgrounds.
This is the version of the logo to use whenever technical or aesthetic conditions require that the logo be placed on a dark background.
Example: Use this version when using 4-color process or digital reproduction and you need to place the logo on a dark background.
1.3 Logo Color Guidelines
Acceptable Grayscale Standards
Grayscale logo.
This is a less preferred version and should be used when only one ink color is available and the printing process supports the use of screens or percentages of the color used.
Example: Use this version when using 1-color reproduction.
Grayscale logo for use on a dark background.
This is a less preferred version and should be used when only one ink color is available, the printing process supports the use of screens or percentages of the color used, and the logo must be placed on a dark background..
Example: Use this version when using 1-color reproduction.
1.3 Logo Color Guidelines
Acceptable Black and 1-color Reversed-Out Standards
1-color (all Black) logo.
This is the least preferred version and should be used when only one ink color is available and the printing process does not support screens or percentages of the color used.
Example: Use this version when using 1-color reproduction.
1-color (all white) logo.
This version should be used when only one ink color is available and the logo must be placed on a dark background
Example: Use this version when using 1-color reproduction.
1.4 Prohibited Uses
How not to use the logo
Do not place the logo on a patterned or textured background.
Do not alter the layout of the logo or re-proportion all or portions of it.
The logo should not be placed on an irregular photographic background which reduces legibility.
Do not place the positive logo on a dark background.
Do not place the logo on a split-field or multi-colored background.
1.4 Prohibited Uses
How not to use the logo
Do not place a border or enclosure around the logo.
Do not screen the logo.
Do not outline the logo or portions of the logo.
Correct use of the logo.
Do not alter the letter forms in the logotype.
Do not alter the colors or graphic elements in the logo.
Do not add graphic elements to the logo.
1.5 Logo Color Guidelines
Print (CMYK) and Web (RGB) Color Breakdowns
Pantone 348 (Corporate) color breakdowns for print (CMYK) and web (RGB) use.
Pantone 131 (Schoolbus) color breakdowns for print (CMYK) and web (RGB) use.
Pantone 443 (Black Car) color breakdowns for print (CMYK) and web (RGB) use.
PMS 348
PMS 131
PMS 443
100%
0%
12%
0%
32%
0%
0
231
166
85%
100%
12%
135
166
180
24%
9%
30%
82
20
172
Pantone 567 (Trailways) color breakdowns for print (CMYK) and web (RGB) use.
PMS 567 82%
0%
21
64%
62
70%
53
2.0 Typography
Copy in Dean Transportation’s corporate materials is to be set in one of the variants of the Myriad Pro typeface.
Myriad Pro Light
ABCEDFGHIJK LMNOPQRS T UV W X Y Z
abcedfghi jk lmnop qrs tuv w x y z
123456789 0
Myriad Pro Light Italic
AB CED FGH IJ K L M N O P Q RS T U V W X Y Z
a b ce d fg h i j k l m n o p q r s t u v w x y z
123 456789 0
Myriad Pro Regular
ABCEDFGHIJK LMNOPQR S T UV W X Y Z
ab ce dfghi jk lmnop qr s tuv w x y z
123456789 0
Myriad Pro Italic
A B C ED FG H I J K L M N O P Q R S T U V W X Y Z
a b ce d fg h i j k l m n o p q r s t u v w x y z
123 456789 0
Myriad Pro Black
AB C E D FG H I J K L M N O P Q R S T U V W X Y Z
a b c e d f g h ij k l m n o p q r s t u v w x y z
123 4 5 678 9 0
Myriad Pro Bold
ABC E D FG H I J K L M N O P Q R S T U V W X Y Z
a b ce d f g h ij k l m n o p q r s t u v w x y z
123 45678 9 0
Myriad Pro Semibold
ABCE D FG H I J K L M N O PQ R S T U V W X Y Z
ab ce d f ghijk lmnop qr s tu v w x y z
123456789 0
Myriad Pro Bold Italic
A B C E D FG H I J K L M N O P Q R S T U V W X Y Z
a b c e d f g h i j k l m n o p q r s t u v w x y z
123 4 5 678 9 0
Myriad Pro Semibold Italic
A B C E D FG H I J K L M N O P Q R S T U V W X Y Z
a b ce d f g h i j k l m n o p q r s t u v w x y z
123 45678 9 0
Myriad Pro Black Italic
A B C E D F G H I J K L M N O P Q R S T U V W X Y Z
a b c e d f g h i j k l m n o p q r s t u v w x y z
123 4 5 678 9 0
4.0 Correspondence Templates
Letterhead, Fax, Press Release
Microsoft Word letterhead templates have been custom-designed for Dean Transportation corporate and division documents. These templates are to be used for letters, fax transmittals and press releases.
Date
Salutation,
Body of letter body of letter body of letter body of letter body of letter body of letter body of letter body of letter body of letter body of letter body of letter body of letter body of letter body of letter body of letter body of letter body of letter body of letter body of letter body of letter body of letter body of letter body of letter body of letter body of letter body of letter body of letter body of letter body of letter body of letter body of letter body of letter body of letter body of letter body of letter body of letter body of letter body of letter body of letter,
B body of letter body of letter body of letter body of letter body of letter body of letter body of letter body of letter body of letter body of letter body of letter body of letter body of letter body of letter body of letter body of letter body of letter body of letter body of letter body of letter body of letter body of letter body of letter body of letter body of letter body of letter body of letter body of letter body of letter body of letter body of letter body of letter body of letter body of letter body of letter body of letter body of letter body of letter body of letter body of letter body of letter body of letter body of letter body of letter body of letter body of letter body of letter body of letter body of letter body of letter body of letter body of letter body of letter body of letter body of letter body of letter body of letter body of letter body of letter body of letter body of letter body of letter body of letter body of letter body of letter body of letter body of letter body of letter body of letter body of letter body of letter body of letter body of letter body of letter body of letter body of letter body of letter body of letter body of letter body of letter body of letter body of letter body of letter body of letter body of letter body of letter body of letter body of letter body of letter body of letter body of letter body of letter body of letter body of letter body of letter body of letter body of letter
Sincerely,
Name
Title
ColorsLogo - Positive
Logo - Reversed
Typography
5.0 Quick Reference
PMS 348 TRANSPORTATION
PMS 131 SCHOOLBUS
PMS 443 BLACK CAR
PMS 567 TRAILWAYS
Myriad Pro Light
Myriad Pro Light Italic
Myriad Pro RegularMyriad Pro Italic Myriad Pro SemiboldMyriad Pro Semibold ItalicMyriad Pro BoldMyriad Pro Bold ItalicMyriad Pro BlackMyriad Pro Black Italic