Corporate Identity Standards Manual
Introduction
Over 50 Years in School, Charter and Transit Transportation! Dean Transportation proudly transports nearly 25,000 individuals daily throughout the Midwest. By partnering with school districts, public transit agencies, and local universities, Dean has become a foremost leader in pupil transportation. As a proud Michigan business, Dean Transportation continues to help redefine transportation opportunities throughout the state, specifically for individuals with disabilities. A strong brand identity, consistently applied, will convey professionalism, longevity, and viability of our message. This manual has been developed to help staff ensure that the Dean Transportation corporate identity is consistently applied.
Please contact us with your questions: Dean Transportation, Inc. 4812 Aurelius Road Lansing, MI 48910 517.319.8300 Phone 517.319.8385 Fax deantransportation.com
This manual contains guidelines about: • How to use the Dean Transportation corporate and division Logos • Prohibited uses and alterations of the Dean Transportation corporate identity • How to use color • How to use typography
1.0 Logotype Description of the Dean Transportation logotypes
The Dean logotype is composed of unique letter forms derived from the Brush Script type family, which is a type style based on informal handwritten letter forms. The support type which renders the terms “Transportation”, “Trailways”, “Schoolbus” and “Black Car” is set in Myriad Pro Black Italic, all caps. The baseline of the type is level with the bottom of the lower “swoosh” of the logo. Division-specific colors are assigned to the “swoosh” graphics for divisional logotypes: green (PMS 348) for Transportation, gold (PMS 131) for Schoolbus, gray-green (PMS 443) for Black Car, dark green (PMS 567) for Trailways. The logotype and its letter forms must never be altered or re-proportioned in any way. Only the approved digital files specified in this manual should be used for print and digital output.
1.1 Logo Use Guidelines Dean Transportation (Corporate) Logo
The Dean Transportation corporate logo should be used on all print and web materials that are promoting the Dean Transportation corporation as a whole.
1.1 Logo Use Guidelines Dean Schoolbus Logo
The Dean Schoolbus logo should be used only for print and web materials that are concerned with Dean Transportation’s school bus programs.
1.1 Logo Use Guidelines Dean Black Car Logo
The Dean Black Car logo should be used only for print and web materials that are promoting Dean Transportation’s executive transportation division, Dean Black Car.
1.1 Logo Use Guidelines Dean Trailways Logo
The Dean Trailways logo should be used only for print and web materials that are concerned with Dean Transportation’s Trailways partnership division.
1.2 Logo Placement Guidelines
The logo must always be placed on a page or in a container in a consistent manner. The distance “Z” is defined as the measurement from the top of the first horizontal element of the “swoosh” below the letters “ean” to the bottom of the second horizontal element below the letters “ean” in the logotype. The distance “Z” is the minimum margin of distance the logo should have between any of its edges (top, right, bottom, or left) and the outer edge of a page or container. In certain extreme circumstances where space is at a premium, this distance may be reduced to “½ Z”, but this exception should be used sparingly.
1.3 Logo Color Guidelines Acceptable Color Standards
4-color logo. 2-color (spot) logo. This is the preferred version of the logo and should be used whenever technical or aesthetic conditions do not prevent its use. Example: Use this version when using 4-color process or digital reproduction.
4-color logo for use on dark backgrounds. 2-color (spot) logo for use on dark backgrounds. This is the version of the logo to use whenever technical or aesthetic conditions require that the logo be placed on a dark background. Example: Use this version when using 4-color process or digital reproduction and you need to place the logo on a dark background.
1.3 Logo Color Guidelines Acceptable Grayscale Standards
Grayscale logo. This is a less preferred version and should be used when only one ink color is available and the printing process supports the use of screens or percentages of the color used. Example: Use this version when using 1-color reproduction.
Grayscale logo for use on a dark background. This is a less preferred version and should be used when only one ink color is available, the printing process supports the use of screens or percentages of the color used, and the logo must be placed on a dark background.. Example: Use this version when using 1-color reproduction.
1.3 Logo Color Guidelines Acceptable Black and 1-color Reversed-Out Standards
1-color (all Black) logo. This is the least preferred version and should be used when only one ink color is available and the printing process does not support screens or percentages of the color used. Example: Use this version when using 1-color reproduction.
1-color (all white) logo. This version should be used when only one ink color is available and the logo must be placed on a dark background Example: Use this version when using 1-color reproduction.
1.4 Prohibited Uses How not to use the logo
Do not place the logo on a patterned or textured background.
The logo should not be placed on an irregular photographic background which reduces legibility.
Do not place the positive logo on a dark background.
Do not place the logo on a split-field or multi-colored background.
Do not alter the layout of the logo or re-proportion all or portions of it.
1.4 Prohibited Uses How not to use the logo
Do not place a border or enclosure around the logo.
Do not alter the letter forms in the logotype. Do not alter the colors or graphic elements in the logo. Do not add graphic elements to the logo.
Do not screen the logo.
Do not outline the logo or portions of the logo.
Correct use of the logo.
1.5 Logo Color Guidelines Print (CMYK) and Web (RGB) Color Breakdowns
PMS 348
100%
0
0%
135
85%
82
Pantone 348 (Corporate) color breakdowns for print (CMYK) and web (RGB) use.
24%
PMS 131
0%
231
32%
166
100%
20
Pantone 131 (Schoolbus) color breakdowns for print (CMYK) and web (RGB) use.
9%
PMS 443
12%
166
0%
180
12%
172
Pantone 443 (Black Car) color breakdowns for print (CMYK) and web (RGB) use.
30%
PMS 567
82%
21
0%
62
64%
53
70%
Pantone 567 (Trailways) color breakdowns for print (CMYK) and web (RGB) use.
2.0 Typography
Copy in Dean Transportation’s corporate materials is to be set in one of the variants of the Myriad Pro typeface.
Myriad Pro Light
Myriad Pro Semibold Italic
ABCEDFGHIJK L MN O PQ R S T U V W X Y Z
ABCED FG H IJ K L M N O P Q RST U V W X Y Z
ab ce d fghijk lmn op qr s tu v w x y z
a b ce d fg h i j k l m n o p q r stu v w x y z
123 456789 0
123456789 0
Myriad Pro Light Italic
Myriad Pro Bold
ABCEDFGHIJK L MNO PQ RS T UV W X YZ
AB C E D FG H I J K L M N O P Q R S T U V W X Y Z
ab cedfghijk lmno p qrstuv w x y z
a b c e d f g h ij k l m n o p q r s t u v w x y z
123456789 0
123 45 678 9 0
Myriad Pro Regular
Myriad Pro Bold Italic
ABCED FG H I J K L M N O PQ R S T U V W X Y Z
A B C E D FG H I J K L M N O P Q R ST U V W X Y Z
ab ce d f ghijk lmn o p qr s tu v w x y z
a b c e d fg h i j k l m n o p q r s t u v w x y z
123 456789 0
12345678 9 0
Myriad Pro Italic
Myriad Pro Black
ABCED FGH IJ K L M N O P Q RST UV W X Y Z
AB C E D FG H I J K L M N O P Q R ST U V W X Y Z
ab ce dfghij k lmno p qr stu v w x y z
a b c e d f g h ij k l m n o p q r s t u v w x y z
123456789 0
123 4 5 678 9 0
Myriad Pro Semibold
Myriad Pro Black Italic
AB CE D FG H I J K L M N O P Q R S T U V W X Y Z
A BC E D FG H I J K L M N O P Q R ST U V W X Y Z
a b ce d f g hij k l m n o p q r s tu v w x y z
abcedfghijklmnopqrstuvwx yz
123 456789 0
12345678 9 0
3.0 Photography
Dean-specific stock images are available upon request from Engine Creative LLC.
4.0 Correspondence Templates Letterhead, Fax, Press Release
Date
Salutation, Body of letter body of letter body of letter body of letter body of letter body of letter body of letter body of letter body of letter body of letter body of letter body of letter body of letter body of letter body of letter body of letter body of letter body of letter body of letter body of letter body of letter body of letter body of letter body of letter body of letter body of letter body of letter body of letter body of letter body of letter body of letter body of letter body of letter body of letter body of letter body of letter body of letter body of letter body of letter, B body of letter body of letter body of letter body of letter body of letter body of letter body of letter body of letter body of letter body of letter body of letter body of letter body of letter body of letter body of letter body of letter body of letter body of letter body of letter body of letter body of letter body of letter body of letter body of letter body of letter body of letter body of letter body of letter body of letter body of letter body of letter body of letter body of letter body of letter body of letter body of letter body of letter body of letter body of letter body of letter body of letter body of letter body of letter body of letter body of letter body of letter body of letter body of letter body of letter body of letter body of letter body of letter body of letter body of letter body of letter body of letter body of letter body of letter body of letter body of letter body of letter body of letter body of letter body of letter body of letter body of letter body of letter body of letter body of letter body of letter body of letter body of letter body of letter body of letter body of letter body of letter body of letter body of letter body of letter body of letter body of letter body of letter body of letter body of letter body of letter body of letter body of letter body of letter body of letter body of letter body of letter body of letter body of letter body of letter body of letter body of letter body of letter Sincerely,
Name Title
Microsoft Word letterhead templates have been custom-designed for Dean Transportation corporate and division documents. These templates are to be used for letters, fax transmittals and press releases.
5.0 Quick Reference Logo - Positive
Colors PMS 348 TRANSPORTATION
PMS 131 SCHOOLBUS
PMS 443 BLACK CAR
PMS 567 TRAILWAYS
Typography
Logo - Reversed
Myriad Pro Light Myriad Pro Light Italic Myriad Pro Regular Myriad Pro Italic Myriad Pro Semibold Myriad Pro Semibold Italic Myriad Pro Bold Myriad Pro Bold Italic Myriad Pro Black Myriad Pro Black Italic