Identity Guidelines
We’re dedicated to getting you where you need to go.
Application Bus graphics
23
Contents
History
1
Logo Signature Lockup One Color Black and White Logo Do’s and Dont’s
3
Graphic System Typefaces Color
15
Applications Bus Graphics Signage Website Iphone App Poster Campaign
23
History of Pasadena Transit Prior to becoming Pax, Pasadena’s public transportation was known as the Area Rapid Transit System, also known as ARTS. Pax is a local bus service that started in the late 1990’s as a free service to the citizens of Pasadena. As times changed, the city had to implement small fees to maintain the service and quality of it’s buses. It now costs 75 cents for a ride, discounts are given to those that are senior citizens, disabled and youth from grades k-12. Pax accepts EZ transit passes as well as metrolink passes. Pax operates 8 routes throughout the city of pasadena making it efficient so that its citizens are able to get to where the need to go.
1
Logo
The Pasadena Transit Auhority is here to serve the people of pasadena, to provide public transportation so that no citizen is left without being able to get around the city. Pax is here for the passenger, in fact, Pax means exactly that in transit terminology. what better name than pax. The inspiration for the logo comes from the forms of tires and wheels (in the case of the P and the O) as well as viewing intersections (the X). The arrows add a feeling of movement that reinforces the idea that the bus is always moving forward.
3
Logo Preferred logotype
Logo Alternative logo
The Pax logotype is inspired by
The alternative logo is an abbreviated version
movement. The custom circular
of the preferred one. We only feature the ‘p’ and
letterforms were inspired by the
have introduced a blue arrow on the left side.
wheels of the bus and the arrows
This logo is meant to be used on surfaces that
by street signage.
have limited horizontal space.
4
5
Logo Signature Lock-up
Logo Alternative Lock-up
1 inch
Minimum size
1 inch
Minimum size
Note that when we analyze the preferred logo,
For the minimum size of the preferred
Note that when we analyze the
the area that is marked 2x is an area where
logotype, notice that Pasadena Transit
alternative logo, the area that is
nothing should be placed.
Authority is absent. this is because the
marked 2x is an area where
type is too small to read at this size.
nothing should be placed to interfere with the logo
6
7
Logo One Color
Logo Black & White
Note that in the one color logo the arrows no longer gradate. Pax red and pax blue are the only colors used when in one-color form.
8
9
Logo Do’s
Logo Do’s
1 The full colored logotype should only be shown over a white background.
4 When the logo and logotype are needed over a black the white logo is used.
7 Over imagery, the white version of the preferred logotype should be used as shown on the next page.
1
4
7
2 The full colored alternative logo should also be shown over white.
5 When the logo needs to be applied over pax red the white logo is used.
8 Over imagery, the white version of the alternative logo should be used as shown on the next page.
2
5
8
3 The one colored logo & logotype are used when limited color palette is necessary.
6 When the logo needs to be applied over pax blue the white logo is also used. This applied to any other color.
9 When printing black & white the black version of the logo should be used as it appears on the next page.
3
6
9
10
11
Logo Dont’s
Logo Dont’s
1 The Pax logotype and logo should never be use on top of any color that interferes with legibility.
4 No other typeface should be used in any of the logo’s.
7 Do not switch around colors of the gradiated arrows on either of the logo’s
1
4
7
2 The Pax logotype and logo should never be use on top of Black. If need be, use the white version of the logo’s.
5 Do not stretch the logo’s vertically or horiztonally.
8 Do not mix the preferred logo with the alernative logo.
2
5
8
3 The color on the Pax logo should never be switched around.
6 Do not take out or add more arrow elements to either of the logo’s.
9 Do not space out any elements of either logos. Refer back to the lock-up for spacing.
3
6
9
12
13
Graphic System
15
System Primary Type
As a citizen of Pasadena you can enjoy a quality of life that is second to none — natural scenic beauty, vibrant cultural, academic environment, and lively nightlife in an architecturally rich setting.
System Primary Type
DIN Light
DIN Bold
As a citizen of Pasadena you can enjoy a quality of life that is second to none — natural scenic beauty, a vibrant cultural and academic environment, and lively nightlife in an architecturally rich setting.
As a citizen of Pasadena you can enjoy a quality of life that is second to none — natural scenic beauty, a vibrant cultural and academic environment, and lively nightlife in an architecturally rich setting.
DIN Regular
DIN Black
As a citizen of Pasadena you can enjoy a quality of life that is second to none — natural scenic beauty, a vibrant cultural and academic environment, and lively nightlife in an architecturally rich setting.
As a citizen of Pasadena you can enjoy a quality of life that is second to none — natural scenic beauty, a vibrant cultural and academic environment, and lively nightlife in an architecturally rich setting.
DIN Medium The typeface Din should be used for all headlines, subtitles and any copy that is big and non-lengthy. Din is used as the primary typeface.
16
As a citizen of Pasadena you can enjoy a quality of life that is second to none — natural scenic beauty, a vibrant cultural and academic environment, and lively nightlife in an architecturally rich setting.
17
As a citizen of Pasadena you can enjoy a quality of life that is second to none — natural scenic beauty, vibrant cultural, academic environment, and lively nightlife in an architecturally rich setting.
System Secondary Type
System Secondary Type
Melior is the selected secondary
face that is to be used for all body copy within the system.
Melior Regular
Melior Bold
As a citizen of Pasadena you can enjoy a quality of life that is second to none — natural scenic beauty, vibrant cultural, academic environment, and lively nightlife in an architecturally rich setting.
18
As a citizen of Pasadena you can enjoy a quality of life that is second to none — natural scenic beauty, a vibrant cultural and academic environment, and lively nightlife in an architecturally rich setting.
As a citizen of Pasadena you can enjoy a quality of life that is second to none — natural scenic beauty, a vibrant cultural and academic environment, and lively nightlife in an architecturally rich setting.
Melior Italic
Melior Bold Italic
As a citizen of Pasadena you can enjoy a quality of life that is second to none — natural scenic beauty, a vibrant cultural and academic environment, and lively nightlife in an architecturally rich setting.
As a citizen of Pasadena you can enjoy a quality of life that is second to none — natural scenic beauty, a vibrant cultural and academic environment, and lively nightlife in an architecturally rich setting.
19
System Color
20
C: 100 M: 65 Y: 28 K: 0
C: 13.61 M: 94.27 Y: 88.34 K: 27
C: 9.53 M: 65.99 Y: 61.84 K: 18.9
C: 5.72 M: 39.59 Y: 37.1 K: 11.34
R: 0 G: 96 B: 142
R: 164 G: 38 B: 37
R: 186 G: 98 B: 81
R: 210 G: 150 B: 134
PANTONE 217-2 U
PANTONE DS 84 - 1 C
PANTONE DS 83 - 3 C
PANTONE DS 80 - 6 C
21
Applications
23
Applications Bus graphics
Model E-Z Rider 2 BRT
Note that on one side of the bus we display
The side with the preferred logo, the graphic
the preferred logo and on the other side
arrows fall off toward the bottom of the bus.
the alternative logo. The alternative logo is
On the other side, with the alternative logo,
placed on the side where the doors are
the arrows fall off toward the top.
present due to the lack of space.
Pasadena Transit Authority
24
24
Applications Bus graphics
Model Starcraft
On the Starcraft bus, the preferred logo should be seen on the side with the door and the alternative on the other side. Pay close attention to the orientation of the arrows.
26
Applications Route Signage
Applications Route Signage
The same idea for the route signage has carried over into the new signage, however the shape is a custom cut sign that relates to,
Linda Vista / Art Center
and reinforces, the pax brand. The preferred
Mon–Fri.
logo is present on the signage against white as well as the alternative logo. Either can be used but one should be chosen for the entire system, do not mix.
Linda Vista / Art Center Mon–Fri.
Rose Bowl
Rose Bowl Sat. only
Sat. only
Linda Vista / JPL Mon–Fri. Rush Hour
Linda Vista / JPL Mon–Fri. Rush Hour
626.744.4055 www.pax.com
626.744.4055 www.pax.com 28
29
Applications Website
Applications Website
Home page The pax website is completely in grayscale with the exceptions of the new logo and the route numbers. The home page acts as a blog so that the public can be updated when changes occur to routes or any affects to bus services. The route page features an interactive map one can use to plan their trips. the fares page is where one can find information on the cost of riding the bus.
30
31
Applications Website
Applications Website
Routes page
32
Fares page
33
Applications Iphone 4 App
10 20 31 32 Routes Fares
With everyone having smart phones these days it is almost necessary that pax offers a mobile app so that the public can be updated and informed on the go. The pax app is easy to use with the same features as the website, easy-to-use navigation, interactive route maps that locate & adjust to the user as well as the necessary information regarding pax.
34
Trip Planner Contact
40 51 52 60
Full Youth (K-12) Senior (60+) Disabled
Applications Poster Campaign
The Pax Ad campaign informs the citizens of Pasadena on what Pax is. Pax stands for passenger and Pax is here for the passenger. Pax is dedicated to getting you where you need to go. The poster shows people walking around Pasadena, this idea of people in motion, reinforces the brand.
36
Contact
For more information on the correct usage of the Pax identity system, go to www.pax.com Designed by Richard Morales Š Richard Morales 2012
38