BRAND GUIDELINES JANUARY 2013
BRAND GUIDELINES VERSION 1.0 / JANUARY 2013
CONTENTS LOGO TYPE COLOUR THE PRICE MESSAGE GENERAL ARTWORK RULES DIGITAL ARTWORK THE MAP SID, FAMILY & FRIENDS ARTWORK EXAMPLES LIVERY
HELP AND ASSISTANCE All artwork MUST be signed off before being published or printed and all initial artwork requests MUST be channelled via the megabus UK Marketing Team: Jodine Milne and Senga Crosby jodine.milne@stagecoachbus.com 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
LOGO, TYPE & COLOUR
LOGO
Preferred colourways for print and online
The logo above should be considered the primary logotype for all marketing. These colourways should also be used in all online marketing.
alternative colourways for print
The logo above should be used as an alternative to the main logotype. For example, on the reverse side of flyers and leaflets.
Other accetable colourways for print
The logos above should only be used when print colours are restricted to one or two colours such as promotional merchandise (pens, clothing etc).
LOGO
Other logos in the megabus.com family
megabusplus.com - low cost inter city connections
megatrain.com - low cost inter city train travel
European marketing only - low cost international bus travel (in English, French and Dutch)
For services to Rosslaire in conjuction with Irish Ferries only
For overnight sleeper services only
TYPE
Typeface: Garamond ITC Ultra Italic
o t n o Lond . . . r e t s e h c n a M Garamond ITC Ultra Italic is the primary font for main messages used in print and online. Where possible, this typeface should be used at an angle of approximately 5-10 degrees although there are occasions where this looks uncomfortable (such as small online banners) and should be avoided.
Leeds to . . . w o g s a Gl
h g r u b n i d E . . . k r o Y o t
These main messages should be restricted to white text when used in marketing alongside a megabus.com logo and price message. The word “to” in ‘city to city’ messages can be placed on either line so that the message sits comfortably with no large gaps on either line.
Leeds ow... to Glasg
o t h g r u b n i Ed York...
vel a r t t s o c w o L K... U e h t r e v o all
eeds L m o r f l e v Tra ... K U e h t r e v all o
This style can be used for other main messages, however the message should be restricted to two lines (three maximum) and should always end with “...”.
TYPE
Typeface: Insignia
Megavalue travel with megabus.com The Insignia typeface is used in the megabus logo. When used in isolation, logos should always be taken from files provided by the megabus marketing team and not re-typed as this could cause inconsistencies in the letter spacing. Logos can be re-typed as part of sentences and headlines.
Book your megabus.com tickets here! Insignia can be used in marketing materials but should be restricted to headline text and lists (for example, lists of megabus.com destinations. The font can be used in title case when using placenames and upper case when needed to make impactful statements. Consideration should be shown to the megabus colourways when using typography to make an impact.
Newcastle London Birmingham Manchester York Leeds Glasgow and more!
NEWCASTLE LONDON BIRMINGHAM MANCHESTER YORK LEEDS GLASGOW AND MORE!
MANCHESTER TO BIRMIGHAM 7 TIMES A DAY!
BOOK HERE!
Typefaces: Bliss, Gill Sans The Bliss typeface is the preferred choice for all bulk body copy, such as on the reverse of flyers. Alternatives such as Gill Sans MT Pro (Standard/Book) are acceptable for use in print, and a sans-serif font should always be used in web marketing (Arial, Calibri, Helvetic etc).
TYPE
The megabus.com price message The success of megabus.com has largely been built upon its low price point, with the message “from £1 plus 50p booking fee” appearing on almost all marketing materials.
This message should be used as a pre-designed logo element and not re-created unless being adapted for use in small web banners (see example digital artwork page). The below are examples where the £1 message is not shown and metion price-based promotions instead.
COLOUR
megabus blue pantone: 294C process print: C100 M075 Y005 K050 screen: R000 G000 B102 or hex value #000066 vehicles: Bejam Blue from HMG Paints
megabus yellow pantone: 116C process print: C000 M015 Y100 K000 screen: R255 G212 B000 or hex value #FFD500 vehicles: RAL Suplhur Yellow from HMG Paints
map: 25% tint of megabus yellow red accents: C000 M100 Y100 K000, R237 G028 B036, #ED1C24
POSITIONING
General rules in creating megabus.com marketing materials
General marketing should be on a blue background with yellow border. The blue area should be 90% of the overall media size and should be of equal width all the way round. For example, the border on an A5 flyer should be 7-10mm. Care should be taken when designing for media that will appear in a frame, for example some outdoor media, where the frame is likely to cover the yellow border.
90%
FINAL_ManBrum.pdf 1 12/18/2012 11:22:53 AM
The main message should be in white text (see Type section) and at at angle of 10 degrees. Messages are always followed by three dots, for example “Birmingham to Manchester...” with no other wording unless requested. Alternative messages can be used when not promoting a city to city journey, such as “Travel all over the UK and into Europe and Ireland...” or “Travel from Birmingham all over the UK...” FINAL_ManBrum.pdf 1 12/18/2012 11:22:53 AM
The megabus.com logo should be located at the top of marketing materials and fit within the space available on the blue background with space all around at about the width of the ‘inner arch’ of the letter m. Care should be taken when designing for shaped and irregular media types. See example artwork photos.
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The price message should always be used as a logo as provided as a brand element and not recreated. It should always be at the same angle as the main white text message. The 50p booking message should always be shown. There are occasions when alternative price messages are shown (eg European marketing and during price-cap sales). There are also occasions when no price message is shown (eg when £1 tickets aren’t available for a certain route or service.)
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FINAL_Sheffield_A5.pdf 1 12/18/2012 11:22:42 AM
The Sid character should always be placed in the bottom left corner and can either bleed off the media or sit within the yellow border area. C
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The megabus red should only be used to add accent colour to marketing materials, usually in the form of a ‘sticker’ style message which includes white and yellow copy to promote a specific message. The sticker should always be at an angle in the opposite direction to the main message and price message and should overlap the right hand part of the yellow border.
‘Brought to you by Stagecoach’ is an optional element. When used, it should always be at the bottom right of the design. If the media type is an irregular shape, this element should appear near the bottom or be left off. See example artwork photos.
THE MAP Map.pdf 1 12/18/2012 3:59:14 PM
General rules when using the megabus.com route map The megabus.com map is used in marketing in order to demonstrate the full network of stops. It appears on the reverse of most standard flyers on a yellow background.
The colour of the map is a tint of the megabus yellow (see colour guide) with a megabus blue border.
Place names should be in blue, title case and in Bliss font. Each destination should be marked with a blue solid dot around 1.5 times the height of the lettering.
Inverness
Specific stop/area information should only be included if there is more than one destination within a certain town or city. For example, Edinburgh and Edinburgh Airport.
Aberdeen Aviemore
Dundee
Pitlochry Perth
Kinross
Stirling
Inverkeithing Glasgow
Route lines should be as accurate as possible, only linking destinations that have connecting routes. The lines should be straight exept when this could result in a crossed route (see Sheffield to Leeds). The line colour is C000 M044 Y086 K000 or R236 G151 B062.
Edinburgh Edinburgh Airport
Galashiels Selkirk Hawick Newcastle Carlisle Sunderland
Middlesbrough Scotch Corner
Preston
Bradford
Bolton Manchester Liverpool
Europe and Ireland should be included where possible. If space is restricted, or the design is to promote UK services only, these can be ommitted. megatrain and megabusplus destinations that aren’t served by megabus should be ommitted.
Leeds
Halifax
Wakefield Sheffield
A ferry icon should be used to indicate that a change from bus to ferry is required.
Rosslare, IRELAND Birmingham International Coventry Rugby
Birmingham
Swansea
Newport Cwmbran Cardiff
Norwich
Cambridge
Carmarthen
Pembroke Docks
Norwich UEA
Amsterdam, THE NETHERLANDS
Cheltenham Gloucester Oxford Uni. West England Bristol
Swindon
Reading
London Winchester
Exeter Newquay Redruth Camborne
Penzance
Plymouth
Southampton Portsmouth Boulogne & Paris, FRANCE
Brussels, BELGIUM
SID, FRIENDS AND FAMILY
SID, FRIENDS AND FAMILY
The two most commonly-used illustrations are Sid with his hands to his sides and Sid waving,. Other poses are available including side views, driving pose and sleeping (used to promote Sleeper services).
SID, FRIENDS AND FAMILY
Penzance (Surfing Sid)
Welcoming Sid
Flag Waving Sid (Jubilee/Olympics)
Santa Sid
Anniversary Sid (10 Year Livery)
Racing Sid (Silverstone F1 and MotoGP)
SID, FRIENDS AND FAMILY
Sid’s wife (Sadie), mother (Sybil) and nephew (Sam)
Sid’s European friends, Sebastiaan (Brussels), Serine (Paris) and Silvain (Amsterdam)
FINAL_ManBrum.pdf 1 12/18/2012 11:22:53 AM
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ARTWORK
ARTWORK EXAMPLES General UK Marketing FINAL_A5mega_front.pdf 1 12/18/2012 3:03:30 PM
FINAL_A5mega_back.pdf 1 11/22/2012 1:57:30 PM
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FINAL_ManBrum.pdf 1 12/18/2012 11:22:53 AM
FINAL_Sheffield_A5.pdf 1 12/18/2012 11:22:42 AM
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ARTWORK EXAMPLES Irregular Media Formats
DIGITAL ARTWORK Digital marketing messages for megabus.com are wide and varied and should be tailored to suit the audience, message and medium. Rules regarding type and standard design elements are changed here in order to ensure small online banners are legible. Guidance and sign-off from the megabus marketing and design teams should be sought before adapting designs for web.
Horizontal/Static Horizontal banners (such as 728x90) should follow a basic structure: graphic element, logo and message, price message, then (optional) additional graphic element). Please note, the white slanted message in Garamond font should be avoided in static banner advertising as it is difficult to read. The main message should be in Insignia in this instance and not slanted.
Horizontal/Animated
Animated (flash) banners should follow all of the megabus brand guidelines in terms of fonts and colours. The slanted Garamond font can be used if deemed readable. If the banner requires a ‘stop’ function, the last frame should follow the guidelines above for static banners. A fallback banner (static jpeg or gif) should be provided using this endframe design.
300x250 BANNER EXAMPLES
300x250 banners should follow a standard template with the megabus.com logo at the top with the main message (if applicable) above it and the strapline below it. Sid/graphic element should be on the left and the price message to the left, always with 50p booking fee message.
DIGITAL ARTWORK Example Vertical Banners
The format for vertical banners should be logo/message at the top followed by a larger version of the low cost inter city bus travel message, as this is unreadable in its usual position beneath the logo. The price and booking fee message should follow, with Sid/graphic elements at the bottom.
DIGITAL ARTWORK megabus.com Main Website Banners Banners used within the main megabus.com website follow slightly different rules to off-site banners. There is no logo or branded price message on the banners. The main message in Garamond font is in red with white border (or vice versa) - this was introduced to avoid the website becoming two-tone and flat. A various number of Sid variations and other graphic elements should be used to ensure each banner looks different and the main Sid graphic isn’t repeated. There should be a call to action (eg. click here to book) in yellow and white in Insignia font, and a standard textfree strip should be included. This is where the banner navigation (1 of 5, 2 of 5 etc) is displayed.
LIVERY Sample Standard Liveries
1470 mm
Interdeck 2012 low cost inter
city bus travel...
Double Decker 2012 Livery artwork is provided as examples only - all livery design should be tailored to specific vehicle type using manufacturer’s line drawings and photographs of the actual vehicles prior to any vinyls being printed.
LIVERY Sample Non-Standard and Promotional Liveries
Glasgow to London overnight sleeper
700 640
430
Glasgow to London overnight sleeper
190
220
845
225
230
Sleeper 2011
Official plier Coach Sup to the Circuit
Silverstone Partnership 2012
PLAXTON
Euro Liveries 2012
Anniversary Show Bus 2012