brand guide
brand guide
brand guide
“The Cityshare brand is more than just a logo. It is a visual system made up of many parts that work together to communicate what Cityshare is and what we stand for.� Alyah Holmes, CEO and President of Cityshare
contents meet us 03 05 07
foundation personality promise, beliefs & values
style guides 11 15 17 19 21
brand mark typography signature color scheme logo variation
best use 25 27 29 31 33 35 37
web app stationery templates merch advertising social media
end notes 41
support & contact us
meet us what makes us, us. 03 05 07
foundation personality promise, beliefs & values
brand guide
who we are Cityshare is a business dedicated to helping users travel between cities in a more affordable, comfortable, convenient, fun, and easy way. We are a between-city rideshare search app where the user can input when and where they’d like to go and quickly see all rideshare postings filtered by different options such as price, driver’s ratings, amount of other riders in the car, pick-up location and more. This makes it easy for users to book the perfect ride for them without having to search through numerous results from search engines or unorganized websites. Ride-sharing can sometimes feel unsafe or be unreliable, whereas our app quality checks, license-verifies, and offers reviews and ratings from users to help you choose. Cityshare offers a solution to those who don’t want the hassle of waiting in lines, traveling to the train station, delays, crowded seating, and paying a fortune to get to their destination.
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brand foundation
USP Between-city transportation. The inexpensive, comfortable, fast and fun way. What separates Cityshare from other travel methods or ridesharing platforms is our determination and responsibility to make travelling as easy and effortless as possible—and accessible for everyone.
mission statement We are dedicated to ensuring everyone has access to long distance travel, in a safe, comfortable, fun and affordable way. We strive to change the way we travel and make it an easier experience so that everyone can enjoy life’s adventures and make beautiful memories.
brand guide
voice & personality At Cityshare we are modern, trendy, friendly, bright, clean, simplistic, and youthful. Our tone of voice mimics these traits and is understanding and easy for the consumer to relate to. The consumer knows we are there for them to help and understand the stresses and limitations that they have when travelling. We also want to be the fun and preferred way to travel and will reflect that in our brand’s personality. Cityshare’s interface and campaigns are simple, short and straight to the point for easy reading and understanding. Our brand’s personality will feel like you’re just talking to a friend. Remember, Cityshare was founded off individuals who have been in the same predicament as our users.
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voice & personality
We are relatable and simply straight to the point—we’re here to help you. don’t
do
We are cheaper than the competition. Use our app
Are you a student? Or just love a good deal? Two
to find rides to other cities for a low price
trips to another city with us costs the same as one
Our app makes it less likely that you will choose a unprofessional driver. Download and try it today
trip on the bus or train! We quality check and provide reviews for drivers, so you can choose the perfect driver for you. Find us in the app store! Hate rideshares that flop last-minute? Customize your search and never be disappointed again
brand guide
brand promise Our promise: helping you find inexpensive, comfortable and convenient travel arrangements for whenever you want to go!
values Accessibility making travelling out of the city affordable and attainable for anyone. Especially students, those on a budget, or those without a car. Convenience giving the user all results in one app at their fingertips. Listing drivers who are willing to pick you up at your doorstep, or nearby your house. Connecting helping people get where they need to go, especially visiting family or friends and creating memories. Connecting drivers and users so everyone can benefit from each other.
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Personalizing making travelling more personal and comfortable, allowing the user to search by specific qualities.
promise, beliefs & values
beliefs We believe all people should be able to travel, make memories and stay connected with the important people in their life, despite any financial or mobility restrictions. We believe in the simple, the best, and the new. Money shouldn’t have to be an issue when you need to go. We’re here to connect users to opportunities There’s drivers going to the same city you want to, there’s pickup locations close by, there’s a spacious seat in a car waiting, and fast, fun trips lie ahead. We believe in focusing on the important things in life, like family, love, and living. Avoiding stressing over complications and specifics as little as possible. We believe in destroying any and all limitations. We’ll save you some time searching for alternative travel, so you can focus on the more important things. Do less, travel more. We believe in being able to travel freely and easily, one search at a time.
style guides visual identity guidelines 11 15 17 19 21
brandmark typography signature colour scheme logo variations
brand guide
brand mark The Cityshare brandmark is designed like a city skyline, with our name following the shape of the city, like a car on a road. Our brand mark can appear alone, with our signature, or with it’s respective city. The skyline logo must be accompanied by the “Cityshare” word mark. The “Cityshare” word mark can appear alone, but should be avoided. long distance transportation
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brand mark
size There are no predetermined sizes for the Cityshare logo. Scale and proportion should be determined by the available space, aesthetics, function and visibility.
min. Print size 1 inch width min. Digital size 72 px width
minimum A minimum size is shown here to ensure legibility and exposure.
whitespace The Cityshare brandmark should always be surrounded by a minimum area of space, equivalent to the height of the ‘c’. This amount should be increased when possible. min. surrounding space “c” x-height
brand guide
do
background The Cityshare brandmark should always appear on a white background to increase contrast. If this is not possible, a white banner or circle can be placed behind the logo, Using competing bright colors near the brandmark should be avoided. When using the word mark alone, it should be used in black on a white background, but can be changed to white if it’s being used on a colored background or photography
don’t
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brand mark
logo mark The skyline logo should always be filled with a gradient, using our predetermined color schemes. No images or other colors should be used. The gradient always goes from one color, to another, to transparent at the bottom.
brandmark and wordmark The “Cityshare” wordmark should always be placed within the skyine logo with a space at least the width of the letter’s stem seperating them. The tallest letters fit within the tallest buildings. Never alter the positioning of the text within the logo.
do
don’t
brand guide
typography The Uni Sans Regular font is an important part of the Cityshare brand. It’s distinctive, modern and rounded but still geometric. It’s recognizable, and represents a cityscape, while containing elements of common travel and technology company logos. The modern and unique shape gives a trendy look to the brand. Uni Sans Regular is used with 20% tracking so the letterforms fit within the skyline logo. No outlines, keylines or shading should be used.
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Uni Sans Regular ABCDEFGHIJKLMNOPQ RSTUVWXYZ abcdefghijklmnopqrstu vwxyz
typography
letter variations
do
The “t”, “y” and “h” in Cityshare are extended to fit within the skyline logo. extended stems in order of height: h, t, y
The “y” is extended to one level with an angle, while the “t” is higher, and the “h” highest. In different logo variations the “t” may be highest, depending on the city’s skyline. No other letters should be extended.
don’t
brand guide
signature The Cityshare signature, “long distance transportation” uses Raleway light, that is 22% the size of the brand name, creating a contrast. The signature uses -1% tracking to keep it condensed, and is always lined up
long distance transportation
with the Cityshare wordmark’s “s”. Do not use the signature in any other positioning, or a larger size. The signature does not always have to be present with the brand name, however when possible it should be.
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Raleway Light ABCDEFGHIJKLMNOP Q R STUVWXYZ abcdefghijklmnopqrs tuvwxyz
signature
alternate signatures In replace of our default standard signature/slogan, we provide alternate versions of our logo for other cities,
align signature with s signature size: 38%
with the city’s name as the signature. For these customized skylines, the respective city can be used in place of our signature, in Source Sans Extra-light..
Source Sans Extra-Light
The city name is to be lined up with the
ABCDEFGHIJKLMNOPQRST UVWXYZ
“s” in Cityshare, and be 38% of it’s size. This alternate signature is ideally use for advertising or merchandise being sold in a specific city.
abcdefghijklmnopqrstuv wxyz
brand guide
colour scheme One of the most distinguishing features of Cityshare is the gradient design. This feature is trendy, attractive, and gives the opportunity to use different colour combinations for the various logo versions for each city. The gradient is used in the skyline brand mark, and can also be used as accompanying design for merchandise or print designs. Our default logo is a bright pink to yellow gradient. The type is always black. The gradient color scheme always includes two different colors, with the lower color fading into transparency. The colours used in the gradient are always bright and vibrant.
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CMYK 2, 8, 56, 0 RGB 251, 266, 136 HEX #fce38A Pantone 1205C CMYK 0, 62, 39, 0 RGB 244, 129, 128 HEX #f38181 Pantone 805C
colour scheme
gradient color schemes
brand guide
logo variation The Cityshare brand includes different logo variations for each city, including a personalized skyline that features that city’s well-known buildings or towers, and city-signature. Each logo has a different color scheme gradient and these logos can be used in place of our default brand mark when marketing or creating merchandise for a specific city. This makes the brand feel more personalized and close-to-home, and shows consumers we are here to help them specifically. There is a brandmark for all major cities we serve, and these are always expanding.
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logo variations
custom city logos
best use examples of how we use our brand 25 27 29 31 33 35 37
web app stationery templates merchandise advertising social media
brand guide
web While Cityshare is operated through a mobile app, our web prescense is still important as it’s a quick, universal way to find out more about who we are, what we do, and how we can benefit the user. It is important that our web design is simple, functional, and user-friendly so the consumer can quickly have all their questions answered without confusion. It is designed to deliver information in a clear and concise way, in line with the rest of our branding strategy. It is most important that the structure encourages our app download.
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web
brand guide
app Our mobile application is the most important part of our company, as its how we operate and provide a quality service to our users. Like the website, our app is clean, simple and straight-forward. The user makes a profile, and from there can easily search and book rides. We wanted the interface to be very userfriendly, but also look cool, trendy and recognizable. It is very customazible, alike the rest of the Cityshare experience, and it’s goal is to make the user’s life easier. The app icon is shown here as it would appear on your mobile device, and this icon will change depending on the city you are in. If you live in Toronto you will see the pink-toyellow icon, and so on.
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Our app is available for any mobile platform, and is free in the app store.
app
brand guide
stationery Our line of stationary materials and office supplies are clean, bright and modern, in sync with the rest of our brand. Cityshare products are minimal and feature our gradient skyline logo and wordmark. Each stationary material is customized depending on the city it is for. The default Toronto design is shown here. business cards Our business cards feature a color block design with all our info on each different block. This is a fun and vibrant way to give out our information and use the Cityshare color schemes.One of the blocks is a barcode that anyone can scan and download our app and receive information on their phone.
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stationery
envelopes Our envelopes are simple and clean, with a gradien flap matching the logo colors. letterhead Our letterhead utilizes the color block design like our business cards. It is clean, straight-forward and easy to customize.
letter subject goes here
date goes here
Dear John Doe creative director
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Alyah Holmes .
ceo & founder of cityshare
1 800 246 RIDE (7433)
support@ cityshare.com
@cityshare
www. cityshare.com
10 King st. W Toronto, ON
brand guide
templates Cityshare provides designed templates that are customizabe with your own content. This includes options for both print and mobile. email signature Our email signature includes our logo, all information, and social medias. The user can click on any of these elements and be directed to it.
Alyah Holmes
ceo
&
president
10 King st. W Toronto, ON
31
1 800 246 RIDE (7433) www.cityshare.com alyah@cityshare.com
templates
powerpoint Our powerpoint is very simple and easy
your title goes here
to customize so the focus is on the information. It includes a color block
subtitle here
table of contents along the side and our logo to maintain our branding look.
intro
slide title subtitle
part 1
end notes
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brand guide
merchandise Our line of merchandise and promotional items are beautifully designed and relevant to the Cityshare brand, including car and phone accessories. All products can be downloaded or purchased, and are customizable by city.
charging cube adapter A charging cube for any mobile device. bluetooth key finder A key finder so that you never lose your car keys again. Is small and portable.
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merchandise
car stickers We carry a variation of car stickers to promote you are a cityshare user, driver or lover!
long distance transportation
brand guide
advertising Examples of our environment design for advertising and promotional purposes. Cityshare advertises in print and mobile applications. bus ad Our less bright and more realistic campaign for Cityshare includes a city scene and our logo. signage This campaign is continued and advertised at bus stops, subways, schools and work offices. This is where a lot of our target audience would be exposed to.
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advertising
web & social media ad Our target audience is heavy email and social media users. We often advertise on Facebook, school websites, and other social medias.
brand guide
social media Cityshare has a profile on all major social media sites, which is the main way we reach our target audience, along with email and text. social media icons Our social media icon along with other top applications. in color, white on black, and black. Our icon is unique and may change depending on what city it is being used in.
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social media
social media pages Our twitter home page includes relevant information on Cityshare, our logo, ad campaigns, and any promotions and other advertising. Our other social media pages reflect this as well.
end notes learn more, get help & contact us 41
support
brand guide
support To learn more, get help, contact us or download the mobile version of the Cityshare brand guide visit: www.cityshare.com
contact us Alyah Holmes 10 king street west downtown toronto ontario m3t 2k9 email support@cityshare.com
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support
We’d like to thank you for taking the time to read our brand guide. We hope you’ve learned more about our brand, both in terms of what we do as a company and how we brand ourselves visually. We invite you along on the journey of growing as a company and helping more and more people travel long-distance easily, comfortably, and affordably. Hope you enjoy designing with our visual elements, or learning more about Cityshare.
© 2014 Cityshare | All rights reserved
Published by the York University Libraries, 4000 Keele Toronto, Ontario Š 2017 by Alyah Holmes. All rights reserved ISBN 978-0-62610-000-0