. g n i d n a r B a o c f ss o
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ve a r t ch
CONTENTS Brand 4 Identity 7 Overview 8 Logo 9 Elements 10 Colour 13 Type 13 Imagery 14 Print 18 Summary 20 Contacts 21
Brand. megabusGold is the business class of coach travel. Our brand has the fulfilment of modern passenger needs at its core. It represents a journey of finesse, where customers can expect to be served the way a passenger should be, by enjoying the strong product benefits of megabusGold, such as free wi-fi, complimentary refreshments and an onboard concierge. It understands that its customers have excellent value at the heart of their decision-making journey, but that they are prepared to pay a little more for that ‘cut above’ service. Our brand is clear in the difference between night and day services offered by megabusGold. Our brand shows that we aspire to turn coach travel into a luxury transport option of choice. You relax. We Serve.
4
Identity. Our identity has been developed to communicate the essence of our brand. It is designed to encourage creativity and be flexible enough to allow us to be expressive, engaging and contemporary. It also enables us to develop different ‘faces’ to suit the audiences we’re targeting. Our identity should always be used in a way that focuses on outstanding service, passenger needs and luxury travel. This will create a strong, coherent and recognisable brand; a look and feel that helps us convey our messages effectively. Our brand identity is designed to strike a balance between creative freedom and the consistent application of elements such as our logo, core colours and typefaces, which gives us a distinctive and recognisable presence. 7
Overview. Logo
Alternative logo
Colour palette
Typefaces
Century Gothic
insignia
8
Logo. Size Minimum size for use on A4 page format = 8mm high
Minimum size for use on A5/DL page formats = 6mm high
Positioning
Preferred colourways
Acceptable colourways
Gold logo on white or maroon
White logo on gold or maroon
Maroon logo on white or gold
On images
White or gold logo on deep image
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Elements. Slogans and straplines
You relax. We serve. Luxury travel day and night. The business class of coach travel. Headlines
Call me. Lols. Lullabye. Tweet. Feast. Sleepover. Home James. 10
A series of catchy headlines will be used to promote the megabusGold brand, each aiming to grab attention and provoke thought.
The diagonal straight ‘swoosh’
Diagonal line at 14.5 degrees
. e y b a l l Lu eper fast. e l s r u all o nd break n o ds fi a rd be free wia o Onb es with c serv i
. e y b a l l Lu eper fast. e l s r ou ak n all and bre o s d fi rd be free wia o Onb es with c serv i
Headline in gold Sub-head in white Both at 14.5 degrees White text should not touch the gold headline or the edge of the maroon box
White line at 14.5 degrees to sit between the maroon and image As a guide, the line should be 5pt thick when used in A4 page format
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The price roundel
Preferred colourway
Acceptable colourway
The following must be referenced in all price roundels: “from” before price “single” after price “+ 50p booking fee” after price
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Colour. Burgundy Pantone CMYK RGB HTML
505 35/100/65/65 123/20/54 #7B1436
Gold Pantone CMYK RGB HTML
871 27/32/72/12 171/149/89 #AC955A
The core palette should be accented with white.
Type. Main Typeface for marketing
Call me.
GLASGOW, LONDON, BRISTOL to, from, single + 50p booking fee
Century Gothic, Regular, 0 kerning, optical. Century Gothic, Bold, 0 kerning, optical. Century Gothic, Regular italic, 0 kerning, optical.
Main Typeface for logo and livery
luxury travel day and night
Insignia, 0 kerning, optical.
IMPORTANT NOTE: The insignia typeface used in the megabusGold logo has been modified. The logo should always be used as provided by the marketing team. Please do not attempt to recreate the logo using the typeface.
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Imagery. Onboard image examples
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The megabusGold image style megabusGold customers should be bathed in golden sunlight. A set of filters should be applied to images to ensure that the image has a warm, autumnal feel, reflective of the branding.
Original image
Guideline settings:
Stylised image
Contrast + 100, Brightness + 30, Colour balance, red + 20 IMPORTANT NOTE: Settings will differ depending on the lighting and contrast of the original image. Use the images on these pages as a reference point.
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Use of logos and type on imagery. In order to ensure the megabusGold brand remains strong, and to aid accessibility, logos and type must only be placed over images where they can be clearly read. On all examples shown in this guide, the images have been darkened in order for the logo and strapline to be clear enough to read easily.
You relax. We serve.
You relax. We serve.
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Logo and type on original image
Logo and type on treated image
You relax. We serve.
Print. Example A-format artwork
. e m l l a C
tar y men rd. i l p om oa nd c nts on b a e c r vi reshme f at se At-se ks and re c a sn
CARDIFF
er pow d n -fi a rd wi vices. a o b on ser Free ts on all e sock
GLASGOW
to LONDON
to LONDON
£25
£25
from
from
single + 50p booking fee
single + 50p booking fee
You relax. We serve.
You relax. We serve.
. s l Lo
. s l Lo
er pow d n fi a d wi- ices. r a o onb ser v Free ts on all e sock
GLASGOW
to LONDON
£25
from
single + 50p booking fee
You relax. We serve.
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. t e Twe
er pow d n fi a d wi- ices. r a o onb ser v Free ts on all e sock
GLASGOW
to LONDON
£25
from
single + 50p booking fee
You relax. We serve.
megabusGold marketing should reflect the quality of the product. As such, all marketing materials are to be printed using quality uncoated stock (minimum 170gsm) and use the pantone colours given. Where cost prohibitive, the CMYK values given can be used, provided the materials are printed using an approved print partner who is familiar with the brand and its colour palette.
. e . s y u i b n a l l e u G L er sleep ast. ll our d breakf a n o n s a d i be wi-f oard free Onb es with ser vic
GLASGOW
to LONDON
£25
from
single + 50p booking fee
You relax. We serve.
. r e v o p e Sle e h fre s wit rge. e ic v ie r er se conc sleep nboard r u o o ll d on a st an Beds breakfa wi-fi,
GLASGOW
to LONDON
£25
from
single + 50p booking fee
You relax. We serve.
. rning ht. e mo h ig t n st in nd akfa ay a i-fi d tar y bre w e Fre plimen Com
GLASGOW
to LONDON
£25
from
single + 50p booking fee
You relax. We serve.
. s e am J e Hom ry enta plim m o d c r vices. e an se er vic ts on all s t a e n s e t a m fresh wi-fi, Free ks and re c sna
CARDIFF
to LONDON
£25
from
single + 50p booking fee
You relax. We serve.
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Summary. Colour bar to be burgundy Headline to be gold Subheadline to be white Head and sub head must have full stop at the end
Price roundel to be positioned in bottom half of image either left or right
You Relax strapline to be positioned bottom left
. t e e Tw
wer o p d n a i f wi d r s. e a c o i b v r on se Free ts on all e sock
Photo to be treated as per image guidelines
GLASGOW to LONDON
ÂŁ25
from
single + 50p booking fee
You relax. We serve. Bottom of image to be darkened appropriately to ensure strapline and logo can be clearly read
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Horizontal colour bar, white line and all text at a 14.5 degree angle
Logo to be positioned bottom right
Contacts. All artwork MUST be signed off before being published or printed and all initial artwork requests MUST be channelled via: megabus.com UK Marketing Team Jodine Milne jodine.milne@stagecoachbus.com Senga Crosby senga.crosby@stagecoachbus.com 0191 566 0261
Artwork, elements and any specific branding queries once requests have been agreed MUST go through: AS Design North East Alan Sawyers alan@asdesignnortheast.co.uk 0191 495 6189
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MAY 2013