BRAND PROMISE
1
TABLE OF CONTENTS
HISTORY
4
BRAND FOUNDATIONS
8
LOGOMARK
14
T YPOGRAPHY
26
GRAPHIC ELEMENTS
34
AWARENESS CAMPAIGN
40
DIGITAL MEDIA
46
BUS LIVERY
52
STATIONERY
56
SIGNAGE
62
CONTACT
66
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HISTORY
BEING SMART ABOUT THE FUTURE MEANS LEARNING FROM THE PAST. WITH A CITY AS RICH IN CULTURE AS PASADENA, WE HAVE AN OPPORTUNITY TO CREATE SOMETHING TRULY GREAT.
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HISTORY
A bus is a road vehicle designed to carry passengers. Buses can have a capacity as high as 300 passengers, with the most common type of bus is the single-decker rigid bus, with larger loads carried by double-decker buses and articulated buses, and smaller loads carried by midibuses and minibuses; coaches are used for longer distance services. Bus manufacturing is increasingly globalised, with the same design appearing around the world. Buses may be used for scheduled bus transport, scheduled coach transport, school transport, private hire, tourism; promotional buses may be used for political campaigns and others are privately operated for a wide range of purposes.
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Horse drawn buses were used from the 1820s, followed by steam buses in the 1830s, and electric trolleybuses in 1882. The first buses powered by internal combustion engines were used 1895 and this is still the most common power source. Recently there has been growing interest in hybrid electric buses, fuel cell buses, electric buses as well as ones powered by compressed natural gas or bio-diesel. Pasadena Area Rapid Transit System, or Pasadena “ARTS�, is the local bus service in Pasadena, California. It was formed in the late 1990s as a free service of the City of Pasadena. In 2003, fares were introduced. But this is history.
BRAND FOUNDATIONS
A SMART DECISION IS MORE THAN TAKING THE STAIRS OR RECYCLING CANS. IT CAN CHANGE THE WAY YOU INTERACT WITH YOUR CITY AND STRENGTHEN YOUR COMMUNITY. IT’S NOT JUST SMART, IT’S PASADENA SMART.
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PAST
FUTURE
BRAND VALUES
SIMPLE FRIENDLY RELIABLE
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BRAND PROMISE
THE PASADENA SMART BUS IS THE BIG-CITY BUS WITH A HOMETOWN HEART.
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LOGOMARK
A SMART MARK IS UTILITARIAN, PURPOSEFUL, AND ICONIC. IT IS FROM THESE ROOTS THAT A MARK SIMPLY REPRESENTS IT’S VALUES AND COMMUNICATES CLEARLY TO THE PEOPLE IT SERVES.
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LOGOMARK
The Smart Bus logomark form was inspired by vintage automobile finishes and decorative metal plates. Intricate lines that follow a fluid form, denoting integrity, fluidity, and motion. Reversing our “S” form from within a circle brings this mark into the modern era. The Smart “S” incorporates traditional elements in a new way to evoke a tradition of sophistication that, though modern and current now, will be lasting and visually reiterate the relevance of Pasadena’s transportation system. With an intrinsic sense of movement, and rounded elements, the mark is friendly. The three consistent lines enforce the idea of reliability. The basic “s” shape, balanced visually, is simple.
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LOGOMARK
Preferred Mark
Reverse, color mark The reversed logomark is a different file, and different format. Please use the reversed logo file, not the preferred mark, when using a lighter color over a darker background.
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LOGOMARK
B/w Mark
Reverse, B/w Mark
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LOGO LOCK-UP
Logo Only
3.25X
7.5X
The lock-up determines the exact fitment and proportion of the logomark. You must respect these proportions, in that they preserve the integrity of the mark and the coherence of the brand.
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1X
LOGO ALTERNATIVES
Logo Only
1X
Logotype Only
1X
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LOGO ALTERNATIVES
Vertical Mark
1X
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LOGO DO-NOTS
Do not set the mark in two different colors.
Do not compress or expand the mark.
Do not bottom or top-align the logotext with the logomark.
Do not rotate the logo.
Do not set the mark in a color that is not designated.
Do not switch the logomark and the logotext.
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LOGO DO-NOTS
smart bus
Do not switch the logofont. Do not allow the marks to touch. Do not separate the logotext.
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TYPOGRAPHY
SMART TYPOGRAPHY COMMUNICATES WELL. IT’S HIGHLY READABLE, EVEN IN MOVEMENT. IT PROVIDES CLARITY AND DIRECTION, AND MOST OF ALL, CARRIES THE VOICE OF THE BRAND, EVEN IN FINE PRINT.
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a PRIMARY TYPEFACE
Pasadena abcdef ghijlno pqrstu
Pasadena is the font used in designing the logo. Custom letterforms, that were designed especially for the Pasadena Smart Bus, are based on principles of high readibility, friendliness, and simplicity.
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SECONDARY TYPEFACE
FUTURA STD MEDIUM abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ
FUTURA STD MEDIUM CONDENSED abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ
Preferably used for titles and headlines, the two Futura weights should not be used in body copy and NEVER in place of the logo. Please track lettering by 60 units.
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SMA SMAR
ART RT
TERTIARY TYPEFACE
Garamond Premier Pro Medium
abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ
Garamond Premier Pro Medium Italic
abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQR STUVWXYZ
Preferably used for body copy, Garamond Premier Pro should not be used for headlines, anywhere on the bus exterior, and minimally in web use.
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GRAPHIC ELEMENTS
SMART GRAPHICS DON’T DECORATE OR DISTRACT, THEY PROVIDE A PLATFORM OF VISUAL UNITY AND COHERENCE THAT BRINGS A BRAND TOGETHER AND MAKES IT RECOGNIZABLE AND FAMILIAR.
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COLOR
VITA GREEN C
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Pantone
M
0
611
Y
91
Hex
K
6
D9E026
C
0
Pantone
M
95
485
Y
100
K
0
ROSE NEUE
Hex EE3124
HEARTH GREY C
22
Pantone
M
36
410
Y
28
K
60
Hex 655656
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GRAPHIC ELEMENTS
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GRAPHIC ELEMENTS
A simple grey grid compliments the organic shape of the logo and speaks to mapping and gridding.
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AWARENESS CAMPAIGN
A SMART AWARENESS CAMPAIGN IS A GREAT FIRST IMPRESSION. IT’S IMPORTANT FOR FOR A NEW BRAND TO PROJECT THE QUALITIES AND SERVICES IN A UNIFIED WAY.
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POSTERS
These posters are designed to familiarize people with the new brand. Awareness is very important when launching a new identity, and a positive reception by the users of the previous brand is largely dependent on clarity and impact.
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POSTERS
THE BIG-CITY BUS WITH A HOMETOWN HEART <3 THE NEW PASADENA
24” x 36” Headline: Futura Medium Condensed, 150pt Subhead: Futura Medium Condensed Oblique, 36pt
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BANNERS
YOU DON’T NEED TO BE VALIDATED ;)
WE’LL GIVE YOU THE RUN-AROUND :P
THE NEW PASADENA
THE NEW PASADENA
48” x 18” Headline: Futura Medium Condensed, 200pt Subhead: Futura Medium Condensed Oblique, 72pt
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BANNERS
These posters are designed to familiarize people with the new brand. Awareness is very important when launching a new identity, and a positive reception by the users of the previous brand is largely dependent on clarity and impact.
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DIGITAL MEDIA
A SMART BRAND UTILIZES RELEVANT TECHNOLOGY IN ORDER TO REDUCE PHYSICAL FRICTION POINTS AND INSURE THE EASIEST USER EXPERIENCE.
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MOBILE APP
The mobile app allows you to simply navigate the basic needs of the active rider. Most importantly, it allows the rider to pay using their phone. This way, the rider is not dependent on exact change or having paper tickets they would purchase outside of the bus-riding experience.
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WEBSITE
The website has been pared down to the basic functions that a prospective rider would need. Itâ&#x20AC;&#x2122;s easy to navigate by location or route line, and you can quickly purchase fare or check the bus schedules. A few, key choices simplify the online experience. The large icons are touch-friendly, but the website is expandable to be viewed on larger screens.
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BUS LIVERY
A SMART LIVERY IS ICONIC, EYE-CATCHING, AND MEMORABLE. SIMPLE, LARGE GRAPHICS THAT PLAY WITH SCALE ALLOW USERS TO RECOGNIZE THE BUS FROM AFAR, WHILE MAINTAINING INTEREST AT A CLOSER DISTANCE.
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BUS LIVERY
BRT model (above) and Starcraft model (right)
NOTES Bold graphics offset a simple, white exterior. The forms activate the negative and positive spaces, creating visual tension and interest on the vehicle. The bleeding Logo adds depth and contrast to the livery.
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BUS LIVERY
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ROUTE MAP
SMART MAPPING ENGAGES THE USER AT A MORE INTIMATE LEVEL THAN ANY OTHER BRAND ELEMENT. IT IS PERSONAL, TACTILE, AND IS WHERE ATTENTION TO DETAIL IS MOST IMPORTANT.
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ROUTE MAPS
The route map is crucial to finding information without being plugged in. Simple concepts, such as highlighting times closest to the top of the hour, as well as greatly simplifying information presented to the user, consolidating a large amount of information into one, concise, pamphlet.
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SIGNAGE
A SMART BUS SIGN IS HIGHLY READABLE AND RECOGNIZABLE, NOT ONLY TO THE USER, BUT TO THE BUS OPERATOR AS WELL.
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BUS STOP
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SMV STATION
52
LINDA VISTA / JPL
626 744 4055 cityofpasadena.net
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BUS STOP
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CONTACT
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CONTACT Bryce Shawcross Innovations Consultant 847 N Raymond Ave #1 Pasadena CA 91103 bshawcross@me.com bryceshawcross.com
TRAVEL SMART PASADENA SMART