BRAND GUIDELINES
OUR COMMUNITY The wonderful diversity of San Francisco is reflected in our drivers, many of whom come from every continent of the world to find a new home and to begin their futures in this great land of opportunity. Taxicabs have always played an important role in the communities they service. Not only they benefit the convention and tourism industries but also provide accessible transportation to people with disabilities, subsidized transportation for low-income people, safe late-night transit and convenient, comfortable service to all. All of us at Yellow Cab Co-op are dedicated to improving the quality of life in our community through environmentally sound business decisions, volunteer work, sponsorships and charitable giving to organizations that embody our values. We are proud sponsors of International Asian American Film Festival, Film Arts Festival of Independent Cinema and Jewish Film Festival. Our city, and our world is changing. We have entered the future of transportation service and we must change with it. This manual is here to guide you through our visual transformation as a brand. The way people access our service will continue to change, but our dedication to the San Fransisco community will not, because there is still heart in the heart of the Silicon Valley. Sincerly,
The Board of Directors
CONTENTS
1.0 GRAPHIC IDENTIFIER 1.1 Identity 1.2 Identity Redesign 1.3 Brand Audit 1.4 Clear Space 1.5 Minimum Size 1.6 Colors 1.7 Acceptable Variations 1.8 Unacceptable Variations 1.9 Pattern 2.0 TYPOGRAPHY & STATIONERY 2.1 Typeface 2.2 Letterhead 2.3 Envelope 2.4 Business Card 2.5 Mailing Label 3.0 APPLICATIONS 3.1
Sedan
3.2
Meter/GPS Display
3.3
Travel Card
3.4
Hat
3.5
Polo Shirt
3.6
T-Shirt
3.7
Key Chain
3.8
Water Bottle
3.9
Mug
3.10 Pen 3.11 Notebook 3.12 Mobile Application 3.13 Website
1.0 GRAPHIC IDENTIFIER
1.1 Previous Identity 1.2 Current Identity 1.3 Brand Audit 1.4 Clear Space 1.5 Minimum Size 1.6 Colors 1.7 Acceptable Variations 1.8 Unacceptable Variations 1.9 Pattern
YELLOW CAB GRAPHIC STANDARDS MANUAL
1.1 IDENTITY
YELLOW CAB CO-OP Started operations on November 8, 1977. Yellow Cab Cooperative, Inc. had already been in existence for several months. A Board of Directors was in existence, officers had been elected, by laws adopted, a manager hired and legal representations retained. While many start-up problems were still to be addressed the basic structure of the Co-op was already formed. There are two firm rules that define the Co-op: each Co-op member has only one vote and no proxy voting is allowed. Thirteen directors, elected to two-year terms set the policies of
the Co-op. Currently 9 directors are active cab drivers and the remaining 4 have full time management duties.Today Yellow Cab Co-op is a completely independent, locally owned operation in San Francisco. The wonderful diversity of San Francisco is represented by the members of the Co-op. Women, gay and minority shareholders comprise about 50% of the membership. Day-to-day operations are conducted by a contracted manager who has full authority to hire, dismiss and discipline employees and purchase equipment.
1.0 GRAPHIC IDENTIFIER
1.2 IDENTITY REDESIGN
NEW IDENTITY SAME SPIRIT Yellow Cab SF is all about community and cooperation. We wanted to reflect that spirit in a friendly, modern identity that still has that unique San Francisco personality. Our new custom designed word mark, and color scheme achieves all of this;
it’s groovy, but not stale. Our energetic ‘y’ paired with snug, but detached, sans serif letters creates a modern Summer of Love aesthic. The soft curves of the lower case letter forms create an approachble look while the bold yellow and purple color combonation reflects the enduring free spirit of San Francisco.
YELLOW CAB GRAPHIC STANDARDS MANUAL
1.3 BRAND AUDIT
WHAT WE’RE UP AGAINST The rideshare revolution is crippling the taxi industry. There has been a sharp decline in taxi use in San Francisco over the last two years, from 1,424 average trips per month in March 2012 to 504 in July 2014, a steep 65% decline. Our customers expect us to have instant mobile access to our services like they do with Uber and Lyft. And we do! However, our previous
identity associated us with stale, tradtional cab service. This new generation of consumers not only expect instant gratification, but also a well designed brand experience. Our new identity shows our customer that we have changed with the times while retaining our experience.
1.0 GRAPHIC IDENTIFIER
YELLOW CAB GRAPHIC STANDARDS MANUAL
1.4 CLEAR SPACE
PERSONAL SPACE Clear space, is very important. This clear space acts like air bags protecting the logo from other competing graphic elements that may divert attention. The minimum clear space for our logo is defined as the x height, ex. from the top of the ‘e’ to the bottom, of one letter. Use this padding is applied starting to the right of the ‘y’ bowl (loop), under ‘cab,’ to the left of the ‘b,’ and the top of the ‘ll’s ascenders. This space should be maintained as the logo is proportionally enlarged or reduced in size.
1.0 GRAPHIC IDENTIFIER
1.5 MINIMUM SIZE
SWEAT THE SMALL STUFF Our logo needs to be easily identifiable wherever, and whenever it is being used. That being said, you should never scale our logo smaller than the stated minimum size. Scaling our logo any smaller risks it’s legibility.
YELLOW CAB GRAPHIC STANDARDS MANUAL
1.6 COLORS
CO-OP PURPLE
PMS 7671 C
PMS stands for Pantone
CMYK 83, 81, 0, 4
Matching System and
RGB 81,70,137
is a universal standard
HEX #514689
used by printers to ensure color consistency.
50%
30%
CMYK color value should be used for full color printed materials that do not use PMS spot colors.
RGB color values should be used when the final PMS 107 C CMYK 0, 10, 86, 2
SF YELLOW
RGB 251, 225, 34 HEX #fbe122
design result is intended for on screenviewing.
HEX color values should be used when designing for the world wide web.
50%
30%
PMS 2726 C CMYK 79, 66, 0, 0
CABBY BLUE
RGB 74, 99, 173 HEX #4a63ad
50%
30%
1.0 GRAPHIC IDENTIFIER
1.7 ACCEPTABLE VARIATIONS
PRIMARY COLOR COMBO use the logo in SF YELLOW on a CO-OP PURPLE background before you use any other color combination.
SECONDARY COLOR COMBO use the logo in CO-OP on a SF YELLOW background
BLACK AND WHITE use this when an appropiate color background is unavailible and when color is not an option (Xerox, fax, apocalypse.)
REVERSED BLACK AND WHITE use this when an appropiate color backgrounf is unavailible and availible background color is black.
CONSISTENCY IS KEY Our color combination is just as important as our logo’s letterforms, it is how our customers identify can quickly identitfy us and in the cab business that is incredibly important. There are few situations were you can stray from the formula and when you run into those you must follow these rules to preserve our brand.
YELLOW CAB GRAPHIC STANDARDS MANUAL
1.8 UNACCEPTABLE VARIATIONS
DO NOT USE A CO-OP PURPLE LOGO WITHOUT AN SF YELLOW BACKGROUND
DO NOT OUTLINE LOGO OR CREATE A TONE ON TONE COLOR COMBINATION
DO NOT USE ANY UNAUTHORIZED COLORS
DO NOT DISTORT THE LOGO IN ANY WAY
DO NOT ADD A DROP SHADOW
DO NOT STYLIZE WITH A FILTER
DO NOT PLACE ON A GRADIENT
DO NOT PLACE ON A GRADIENT EVEN IF IT USES THE APPROVED COLORS
DO NOT PLACE ON AN UNAPPROVED PATTERN
DON’T DO IT! There a few acceptable variations of our brand HOWEVER, there are several UNACCEPTABLE variations of our brand. These types of creative variations dilute the recognizabilty of a brand, so before you take any creative liscence consult this page, and DON’T DO IT!
1.0 GRAPHIC IDENTIFIER
DO NOT PLACE ON AN IMAGE
DO NOT PLACE ON APPROVED PATTERN WITHOUT THE APPROVED PATTERN TREATMENT
DO NOT PLACE ON A DIAGONAL
DO NOT PLACE UPSIDE DOWN
DO NOT MIRROR
DO NOT SCALE SMALLER THAN THE APPROVED MINIMUM SIZE
DO NOT CREATE NEW CONFIGURATIONS
DO NOT MULTIPLY AND REPEAT
DO NOT USE OUR TYPEFACE OR ANY TYPEFACE TO CREATE LOGO
YELLOW CAB GRAPHIC STANDARDS MANUAL
1.9 PATTERN
CABBY BLUE
50%
PRETTY GROOVY HUH? Our pattern is a modern take on the funky paisely, and floral patterns of the 60s that made our city by the bay so infamous. It utilizes our signature Cabby Blue, and Co-op Purple colors in an 100% tint, 50% tint, and 30% tint. This is where you have some creative freedom. You can use those colors and tints in any combination you’d like as long as the shapes are distinguished from their neighbors. However, NEVER EVER use SF Yellow in this pattern, and be sure to use the proper application treatment.
30%
CO-OP PURPLE
50%
PMS 2726 C
PMS 7671 C
CMYK 79, 66, 0, 0
CMYK 83, 81, 0, 4
RGB 74, 99, 173
RGB 81,70,137
HEX #4a63ad
HEX #514689
30%
1.0 GRAPHIC IDENTIFIER
100% TINT CO-OP PURPLE SCREEN
50% OPACITY PATTERN SCREEN
80% OPACITY CO-OP PURPLE SCREEN
HOW TO APPLY CORRECTLY We have a fun pattern and without the proper treatment it can be a bit over whelming especially when used in combination with our logo. We want to invoke the free spirit of the 60s not slap people in the face with it. Start out by laying down a field of 100% tint Co-op Purple. Lay the pattern down over that field and lower it’s opacity to 50%. Next, lay another layer of Co-op Purple over the pattern and lower it’s opacity to 80%. Voila! Now, you have a subtle version of our pattern where you can freely apply our logo.
2.0 TYPOGRAPHY & STATIONERY
2.1
Typeface
2.2
Letterhead
2.3
Business Card
2.4
Envelope
2.5
Mailing Label
YELLOW CAB GRAPHIC STANDARDS MANUAL
2.1 TYPOGRAPHY
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz FF DIN ROUNDED LIGHT
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz FF DIN ROUNDED REGULAR
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz FF DIN ROUNDED MEDIUM
FF DIN ROUNDED FAMILY is smooth and friendly rounded sans serif designed by Albert-Jan Pool for FontShop and should be the only typeface used with our brand and applications. It comes in five weights, but we mainly use the medium, bold, and black weights because their chubbier girths are friendly and jolly. Use our typeface on our stationery as directed in the stationery portion of this chapter.
2.0 TYPOGRAPHY & STATIONERY
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz FF DIN ROUNDED BOLD
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz FF DIN ROUNDED BLACK
YELLOW CAB GRAPHIC STANDARDS MANUAL
2.2 LETTERHEAD
PAPER STOCK
FORMAT
LOGO SIZE
TYPOGRAPHY
MOAB LASAL 235
3.5 “ X 2”
1.375” X 0.535”
FF DIN ROUNDED BLACK
PHOTO MATTE DOUBLE SIDED
7 PT
2.0 TYPOGRAPHY & STATIONERY
2.3 BUSINESS CARDS
PAPER STOCK
FORMAT
TYPOGRAPHY NAME
TYPOGRAPHY ADDRESS
MOAB LASAL 235
3.5 “ X 2”
FF DIN ROUNDED BLACK
FF DIN ROUNDED BLACK
10 PT
7 PT
PHOTO MATTE DOUBLE SIDED
YELLOW CAB GRAPHIC STANDARDS MANUAL
2.4 ENVELOPE
PAPER STOCK
FORMAT
LOGO SIZE
TYPOGRAPHY
MOAB LASAL 235
9.125 “ X 4.5”
1.375” X 0.535”
FF DIN ROUNDED BLACK
PHOTO MATTE DOUBLE SIDED
8 PT
2.0 TYPOGRAPHY & STATIONERY
YELLOW CAB GRAPHIC STANDARDS MANUAL
2.5 MAILING LABEL
PAPER STOCK
FORMAT
LOGO SIZE
MOAB LASAL 235
5.5 “ X 4.5”
1.375” X 0.535”
PHOTO MATTE DOUBLE SIDED
2.0 TYPOGRAPHY & STATIONERY
3.0 APPLICATIONS
3.1
Sedan
3.2
Meter/GPS Display
3.3
Travel Card
3.4
Hat
3.5
Polo Shirt
3.6
T-Shirt
3.7
Key Chain
3.8
Water Bottle
3.9
Travel Mug
3.10 Pen 3.11 Notebook 3.12 Mobile Application 3.13 Website
YELLOW CAB GRAPHIC STANDARDS MANUAL
3.1 PRIUS SEDAN
(415) 333-3333
9039
3.0 APPLICATIONS
CAB
CAB
9039
(415) 333-3333
YELLOW CAB GRAPHIC STANDARDS MANUAL
3.3 METER/GPS DISPLAY
+
-
3.0 APPLICATIONS
3.4 TRAVEL CARD
YELLOW CAB GRAPHIC STANDARDS MANUAL
3.5 HAT
3.0 APPLICATIONS
3.6 POLO SHIRT
YELLOW CAB GRAPHIC STANDARDS MANUAL
3.7 T-SHIRT
3.0 APPLICATIONS
3.8 KEY CHAIN
YELLOW CAB GRAPHIC STANDARDS MANUAL
3.9 WATER BOTTLE
3.0 APPLICATIONS
3.10 TRAVEL MUG
YELLOW CAB GRAPHIC STANDARDS MANUAL
15
3-
33
33
(415)
(4
3 )3
333-3
333
3.11 PEN
3.0 APPLICATIONS
3.12 NOTEBOOK
YELLOW CAB GRAPHIC STANDARDS MANUAL
3.13 MOBILE APPLICATION
Folsom St
Treat St Folsom St
S Van Ness Ave
Request Cab
2 MIN
2356 Mission St
Shotwell St
Mission St
Hill St
Capp St
Valencia St
Guerrero St
San Carlos St Lexington St
Linda St
22nd St
Harrison St
Clarion Aly Dorland St
18th St
3.0 APPLICATIONS
3.14 WEBSITE
ABOUT
DRIVERS
BLOG
ACCOUNTS
CONTACT
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