Edin Trams Brand Guidelines...

Brand Guidelines

12 December 2014

02

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 ‘Transport for Edinburgh’ which has a fresh, future-focused faceto 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.

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Asset overview

Transport for Edinburgh

A snap shot of the core elements toolkit.

Typefaces

Lato BlackABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz(&@£$%!?)1234567890

Lato BoldABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz(&@£$%!?)1234567890

Lato RegularABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz(&@£$%!?)1234567890

Lato LightABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz(&@£$%!?)1234567890

Lato hairlineABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz(&@£$%!?)1234567890

Colour palette overview

Primary / Secondary colours

nrettap taepeRsenil tropsnarT

Iconography Photography

Transport mode colours

Buses Trams

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Our logo


Our logo has two basic elements. The roundel1 formed to create an abstract route map that connects different modes of transport, and the logotype2, which is the name ‘Transport for Edinburgh’.

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NoteYou must always use master artwork when reproducing the logo.

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Our logo variants


Landscape Vertical

Stacked logotype


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Exclusion zone / Minimum size


Exclusion zoneTo 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 sizeTo maintain legibility, the Transport for Edinburgh logo should never be reproduced any smaller than 45mm.

45mm

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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.


Transport mode colours

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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.

NoteAdditional colours are added to our colour palette

are showing Transport for Edinburgh in relation to Buses or Trams, the logo assumes the mode colour. Eg Gold for Buses, Platinum forTrams.

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

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

Buses

Trams

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Alignment points


Alignment points help to create strong and

to act as guides for positioning our logo with text or other graphic elements.

DetailThe two primary alignment points are 1 and 2. Alignment points 3 and 4 may also be used when necessary.

2

4

1 3

Lorem ipsum dolor sit amet, consectetur adipisicing elit, eiusmod tempor incididunt.


Alignment point 1 Alignment point 3

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no etihw ni ogol eht esu ton oD.ruoloc ogol eht egnahc TON ODa light coloured background.

Do not reproduce the positive version of the logo on a dark background.

a no ogol eht esu ton oD.ogol eht to tnemegnarra eht egnahc ton oD.yaw yna ni ogol eht etaercer dna yrt ton oDphotographic background that is cluttered and affects legibility.

Do not use the logo in combination with another endorsement mark.

.txet nettirw ni ogol eht esu ton oD.ogol eht elgna ro etator ton oD

.stniop tellub sa ogol eht esu ton oD.ogol eht hcterts ton oD

Things to avoid


This page shows a number of errors that can be made when using our logo.

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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 Transport for Edinburgh 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

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz(&@£$%!?)1234567890

Lato Bold


Lato Regular


Lato Light


Lato Hairline


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Typographic policy

Transport for Edinburgh 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).

Typography


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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.

NoteThe lines should not be altered in any way. They are directly related to the roundel, and should always be applied consistently.



NotePlease ensure the cross-over point of minor line over major line is to the base. Note

The device can be

boundaries as to add further depth.

Major

Minor

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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.

NoteUse of the repeat pattern should be limited.

Repeat pattern


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Iconography


A palette of our own unique set of icons which are distinctive to Transport for Edinburgh.

Tram No drinksAirport No feet on seatsBus No smokingMobilityimpaired

route

TicketsNo hot food Deaf awareness

Ticket machine Arrow rightParking Arrow upSearch Arrow leftTick Arrow downCross Fire extinguisher

Taxi RefreshmentsCycling Priority seatsSingle decker bus CCTVRamped access LuggageWheelchairfacility

Help point

Pedestrian Guide dog Loud music Parent and child Litter WarningLookHeadphones Hold on

Information 1 Information 2

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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:

tropsnarT yb denwo eb tsum yhpargotohp llA —for Edinburgh with full rights across all media.

.ipd003 ta elbaliava eb tsum yhpargotohp llA —

ta elbicudorper eb tsum yhpargotohp llA —A4 in size without loss of image quality.

lla rof desu eb tsum smrof ffo-ngis ledoM —people ‘actively engaged with the camera’.

Transport for Edinburgh brand values of being passionate, smart, innovative, and trusted.

Photography


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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 arePowerful 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 HonestReal

Photography themes


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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

Photography themes


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Examples


Visit edinburghtrams.comfor more information

TimetableJan 2014

TimetableJan 2014

For illustration only

Edinburgh High 12345678

Jonathan McPherson12345678School

12345678

10/01/14

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Family


The ‘Transport for Edinburgh’ 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. ‘Transport for Edinburgh’ 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 -

Transport Mode

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Trams

Edinburgh Trams

Our logo has two basic elements. The roundel1 formed to create an abstract route map that connects different modes of transport, and the logotype2, which is the name ‘Edinburgh Trams’.

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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.

NoteWhen we are showing Transport for Edinburgh in relation to Buses, the logo assumes the modecolour. Eg Platinum for Trams.

Mode colour

Each mode of transport carries a unique colour represented by the background disc colour of the roundel.

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 246M 83 G 80Y 5 B 151K 0 # f65097

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Usage

Edinburgh Trams

There are 2 core colourways for the Edinburgh Trams logo. Against white and against the primary colour.

NoteMonochromatic assets are also available.

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Minimum sizeTo 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.

NoteShould available space be of an aspect ratio inappropriate for our primary logo, a landscapeversion of the lockup exists.

38mm

10mm 25mm

Exclusion zoneTo 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.

Exclusion zone / Minimum size

Edinburgh Trams

Edinburgh Trams

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Alignment points

Edinburgh Trams

Alignment points help to create strong and

to act as guides for positioning our logo with text or other graphic elements.

DetailThe two primary alignment points are 1 and 2. Alignment points 3 and 4 may also be used when necessary.



3 tniop tnemngilA1 tniop tnemngilA

2

4

31

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The Transport for Edinburgh logo should appear on all Edinburgh Trams collateral. The relationship between the two logos, where possible, should equate to the size of thehero brand. On print collateral the Transport for Edinburgh logo should appear to the base

of the website.

Transport for Edinburgh logo relationship

Edinburgh Trams

TimetableJan 2014

NoteTo avoid overuse of roundels, a simple exclusion rule based on the size of the hero roundel. If the Transport for Edinburgh logo placement is within this, the Transport for Edinburgh logotype only should be used and alignment points utilised.

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The transport line graphic device is provided as an additional asset that can be used to dramatic effect throughout our brand communications

NoteThe lines should not be altered in any way. They are directly related to the roundel, and should always be applied consistently.


Edinburgh Trams

NotePlease ensure the cross-over point of minor line over major line is to the base. Note

The device can be

boundaries as to add further depth.

Major

Minor

NoteThe device may also be used asa multiplied layer as shown top.

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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.

NoteUse of the repeat pattern should be limited.

Repeat pattern

Edinburgh Trams

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