Standards Manual
This is a style guide to the basic elements that make up the Chicago Transit systems brand. Have a read, it will help you get to know us a little better. If you have any questions regarding the correct usage of the Chicago TransitŽ brand, or if you would like to request artwork files, please contact: Chicago Transit Creative Services 567 West Lake St. Chicago, IL 60661 T: 312.836.7000 E: creative-services@chicagotransit.com Copyright Š 2011 by Chicago Transit
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Chapter
1.0 2.0 3.0 4.0
A 1 .1
A 1.2 A 1.3 A 1.4
A l e t t e r f r o m t h e P r e s i d e n t | P.1 6 I n t r o d u c t i o n | P.1 9 C o m p a n y H i s t o r y | P. 2 1 M i s s i o n S t a t e m e n t | P. 2 6
A 2 .1
A b o u t G u i d e l i n e s | P. 3 1
A 2.2
T r a n s i t O p e r a t i o n s | P. 3 2
A 2.3
G r a p h | P. 3 4
A 2.4
R e b r a n d i n g | P. 3 6
A 3 .1 A 3.2 A 3.3 A 3.4
A 4 .1 A 4.2 A 3.3 A 3.3
R e - r o u t i n g a N e w I d e n t i t y | P. 4 2 C o n f i g u r a t i o n | P. 4 4 C o l o r s a n d E l e m e n t s | P. 4 7 T y p o g r a p h i c a l S y s t e m | P. 5 4
B r a n d E x p e r i e n c e | P. 0 2 C h i c a g o T r a n s i t E n v i r o n m e n t | P. 0 2 S i g n a g e P l a n n i n g | P. 0 2 A p p l i c a t i o n s | P. 0 2
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Chapter
1.0
A 1 .1
A 1.2 A 1.3 A 1.4
A l e t t e r f r o m t h e P r e s i d e n t | P.1 6 I n t r o d u c t i o n | P.1 9 C o m p a n y H i s t o r y | P. 2 1 M i s s i o n S t a t e m e n t | P. 2 6
b ¿ ! @ m e s s ag e A letter from the Chairman and President As the Nations second largest public transportation system, providing bus and rail service to the city of Chicago and 40 surrounding suburbs, we are growing at a tremendous rate and have now come to a point to make some exciting announcements. We have decided to re-brand our entire transportation network and expand it by providing two new services in addition to our current bus and rail services. We are thrilled to reveal our new identity and we are confident that it will be a huge success. In order to make this happen, our new brand must remain intact and portray the exact image our designers have carefully crafted and designed. Our intention to make Chicago Transit and iconic symbol of Chicago with a more intuitive and reliable way to get around the city. We have no doubt that this can be accomplished and we are counting on your contribution to help keep our brand consistent in reproduction through this guide. This guide is designed to serve as a resource for understanding the overall Chicago Transit identity system. By using the guide as a tool, you will be able to plan and design consistently for any of our Chicago Transit system branding needs. We hope you find it useful and informative. All of our efforts serve to support one goal - to provide the type of service where people want to ride the system and ridership increases because of the experience. Sincerely,
Terry Peterson Chairman Chicago Transit Board
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Forrest Claypool President Chicago Transit Authority
1 .1 | H i story | V i s ua l Sta n da r ds | Ch i c ago T r a n s i t
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b ¿ ! @ I nt r o d u c tion T h e b e g i n n i n g o f t r a n s p o r tat i o n
1.2
Public transport is a shared passenger transportation service which is available for use by the general public, as distinct from modes such as taxicab, car pooling or hired buses which are not shared by strangers without private arrangement. Public transport modes include buses, trolleybuses, trams and trains, rapid transit (metro/subways/undergrounds, etc) and ferries. Public transport between cities is dominated by airlines, coaches, and intercity rail. High-speed rail networks are being developed in many parts of the world. Most public transport runs to a scheduled timetable with the most frequent services running to a headway. Share taxi offers on-demand services in many parts of the world and some services will wait until the vehicle is full before it starts. Paratransit is sometimes used in areas of lowdemand and for people who need a door-to-door service. Urban public transport may be provided by one or more private transport operators or by a transit authority. Public transport services are usually funded by government subsidies and fares charged to each passenger.
Lost in public transportation }}} 1 .2 | I ntro d u ction | V isual Stan dar ds | Chicago T ransit
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c ¿ @ C TA H isto ry AT a g l a n c e
1.3
The Chicago Transit operates the nation’s second largest public transportation system. On an average weekday, 1.6 million rides are taken on CT. The CT is a regional transit system that serves 40 suburbs, in addition to the City of Chicago, and provides 83 percent of the public transit trips in the sixcounty Chicago metropolitan area either with direct service or connecting service to Metra and Pace. On the rapid transit system, CT’s 1,200 rail cars operate over eight routes and 224.1 miles of track. CT trains make about 2,145 trips each day and serve 143 stations. Chicago is one of the few cities in the world that has rail service to two major airports. CT’s Blue Line ‘L’ can take customers to O’Hare International Airport. Orange Line trains, which operate clockwise on the Loop ‘L’ structure, travel to Midway Airport. CT also provides around-the-clock service on certain routes. During late night and early morning hours, major rail lines and some of CT’s bus routes offer “Night Owl” service, much of it with connecting schedules and routing. O r g a n i z at i o n The Chicago Transit is an independent governmental agency created by state legislation. CT began operating on Oct. 1, 1947, after it acquired the properties of the Chicago Rapid
Transit Company and the Chicago Surface Lines. On Oct. 1, 1952, CT became the predominant operator of Chicago transit when it purchased the Chicago Motor Coach system. Governance & Oversight The governing arm of CT is the Chicago Transit Board. Terry Peterson serves as chairman. The board consists of seven members, four appointed by the Mayor of Chicago and three by the Governor of Illinois. The Mayor’s appointees are subject to the approval of the Governor and the Chicago City Council; the Governor’s appointees are subject to the approval of the Mayor and the Illinois State Senate. CTA’s day-to-day operations are directed by Forrest Claypool, president. CTA generates revenue from both farebox collections and non-farebox revenues, and also receives supplemental funding for operating expenses through the Regional Transportation Authority (RTA).
Historical note North Chicago Street Railroad horsecar 8, shown here on April 23, 1965, is eastbound on Wacker at Wells. The event was the commemoration of the 20th Anniversary of the formation of the Chicago Transit Authority. Horsecars were among the first forms of public transportation within the City of Chicago. Consisting mainly of an enclosed cabin with two bench seats, passenger amenities were few. Maintenance was relatively low, however, with the cost of “fuel” based on the going price for hay and other costs of animal care. Car 8 has been modified with tires so that it can be freely moved around.
The RTA was established in 1974 to versee local transportation operators in the six-county Chicago metropolitan area. Illinois state law requires the three RTA service boards— CTA, Metra and Pace to recover collectively at least 50 percent of operating costs from farebox and other system revenues.
1 .3 | C ompan y H istor y | V isual Stan dar ds | Chicago T ransit
of retail locations around Chicago and its suburbs, and at downtown Metra stations. There are two types of transit cards: stored-value and unlimited rides. As of January 1, 2009 the cost of a single ride fare when using a stored-value transit card is $2.25 for train journeys or $2 for bus journeys. Transfers made within 2 hours of the first ride are charged at 25 cents for the first transfer; a second transfer is free. Unlimited ride cards are available in one day ($5.75), three day ($14), seven day ($23), and thirty day ($86) increments. Reduced fare transit cards available for senior citizens, people with disabilities, Chicago P ublic School students, Evanston Public School students, and students of certain area universities. P ay i n g w i t h t h e C h i c a g o C a r d a n d Chicago Card Plus Fa r e c o l l e c t i o n The CTA allows riders to board a bus and pay with cash, transit cards, or Chicago Cards. As for trains, riders are only allowed to pay with a transit card or a Chicago Card. There was a time when one could pay $1.75 and receive a transit card on the bus. The card would be worth three bus rides, but as of today, it is no longer available. Today the card has to be purchased from a local currency exchange (such as Western Union and Checks Cashed), bus terminal, or subway platform. P ay i n g w i t h c a s h Only buses allow riders to pay with cash. The fare is $2.25 (as of January 1, 2009), and cash transfers are not available. Previously, some rail station turnstiles accepted cash but this feature has been removed in an effort to speed up boarding, except during sporting events at nearby 'L' stations, such as the Red Line 'L' station at Addison (near Wrigley Field, home of the Chicago Cubs) and the station for the same line at Sox-35th (across the street from U.S. Cellular Field, home of the Chicago White Sox). P ay i n g w i t h t r a n s i t c a r d s The CTA sells transit cards online, at its headquarters, and at all rail stations. They can also be purchased at a number
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The Chicago Card (along with the Chicago Card Plus) is a contactless smart card, powered by RFID, used by riders of the Chicago Transit Authority (CTA) to electronically pay for bus and train fares. The Chicago Card and Chicago Card Plus allow the riders to "tap" the card against a touchpad located on buses and train station turnstiles to allow faster and easier boarding. C o n n e c t i o n s : c t TV s h o w The CTA allows riders to board a bus and pay with cash, transit cards, or Chicago Cards. As for trains, riders are only allowed to pay with a transit card or a Chicago Card. There was a time when one could pay $1.75 and receive a transit card on the bus. The card would be worth three bus rides, but as of today, it is no longer available. Today the card has to be purchased from a local currency exchange (such as Western Union and Checks Cashed), bus terminal, or subway platform. Equipment history Until 1973, CTA's fleet included a large number of electric trolley buses – or "trolley coaches", as they were commonly known at the time. In the 1950s, the fleet of around 700 trolley coaches was the largest such fleet in the U.S., and represented about one-quarter of CTA's total number of surface-transit vehicles (motor bus, trolley bus and, until
ATTN TRANSIT RIDERS 1958, streetcar). Trolley bus service was phased out in the late 1960s and early 1970s, and trolley buses ran for the last time on March 25, 1973. CTA buses were known as the "green limousine" or the "big green" — buses were one or more shades of green from the CTA's establishment through the end of the 1980s. With the delivery of the TMC RTS buses in 1991, a more patriotic color scheme was adopted, and the green scheme was fully phased out by 1996. A notable color scheme was the "Bicentennial" of about 1974 to 1976. CTA bought very few buses between the mid-1970s and the end of the 1980s. During this time, purchases were only made in 1979 (20 MAN/AM General articulated buses), 1982-83 (200 Flyer D901 buses and 125 additional MAN articulated), and 1985 (362 MAN Americana standard-length buses).
Bus Tracker Developer Tools involved the installation of monitors showing the information in several businesses in Chicago's Wicker Park neighborhood. Using the developer API published by CTA, some augmented CTA bus tracking applications have been developed for mobile phones, and CTA has its own Transit App Center, featuring applications developed by others. CTA also has a train tracker (Beta starting January 2011) but can only be accessed through a computer or a smart phone with internet access. Public Art Another aspect of this period was that with the exception of the 1979 and 1983 MAN orders, none of those buses had airconditioning, a budget saving move by the CTA. The 1972-76 fleet of GM "New Look" buses, 1870 total, which were originally air-conditioned (although there were problems with the air-conditioning systems, resulting in their eventually being disabled and sliding windows installed in the buses), comprised the majority vehicles in service into the early 1990s.
The CTA is home to a collection of art – including mosaics, sculptures and paintings. More than 50 pieces of art are exhibited at over 40 CTA stations.
Today CTA's current fleet of buses is mostly dominated by New Flyer's D40LF, which replaced buses that were built in 1991 and some built in 1995.
Many of the pieces are a result of the Arts in Transit Program, which is funded by the Federal Transit Administration and coordinated locally through the City of Chicago’s Office of Tourism and Culture. A number of other pieces were created through the CTA’s Adopt-A-Station program and through partnerships with organizations such as the Chicago Public Art Group.
The heavy rail orders of the CTA include the last railcar stock built by the Budd Company and one of the few examples of rail cars built by Boeing-Vertol. The next order is from Bombardier. Technology The CTA has, within the past few years, installed GPS Bus Tracker systems on all buses. The original claim justifying the addition of this technology was that it would reduce the issue of "bunching buses." The system also allows riders to be able to determine the location of buses online. A report prepared by the CTA claims that there was a decrease in bus bunching from 3.9% to 2.3% from 2007 to 2009, but the report neither demonstrated a direct connection between Bus Tracker and this reduction in bunching, nor did it show whether this was a temporary or permanent phenomenon. CTA has also made its Bus Tracker and other developer tools available, and is making Bus Tracker arrival data available through text messaging. One of the first applications of the
The original pieces of artwork contribute to each station’s identity and enhance travel for customers. Art promotes a friendly, inviting atmosphere for these stations, which serve as gateways to the communities they serve.
Arts in Transit In 2004, the CTA and the City of Chicago Public Art Program installed nine permanent works of art at eight renovated rail stations on what is now known as the Pink Line. The CTA has since created an ongoing program to showcase permanent works of art in conjunction with the City of Chicago Public Art Program. The Arts in Transit Program is funded by the Federal Transit Administration, and created opportunities to develop original artwork for station reconstruction projects along the CTA Red and Brown Lines. Artists were selected for each of the stations included in the Brown Line Capacity Expansion Project and select renovated Red Line stations. By the completion of the Brown Line Capacity Expansion Project in 2010, original artwork was installed in each of the 18 renovated stations along the
CTA's Brown Line. By combining the visibility and accessibility of the city's mass transit system with the creativity of Chicago's art resources, this program resulted in a successful public display of professional works of art designed with input from nearby communities. This program provided high profile locations for public art and server as a gateway to communities served by the CTA stations. Media under consideration included, but were not limited to, mosaics, art glass, ornamental fencing, mixedmedia artwork, and freestanding sculpture and furniture. The CTA and the City of Chicago Public Art Program, administered by the Office of Tourism and Culture, encouraged and facilitated collaborations between artists, government agencies, the community and other partners. The City of Chicago Public Art Program accepted qualifications from local and national professional artists or artist teams capable of creating permanent public works of art for the CTA Arts in Transit Program for the renovated stations.
1 .3 | C ompan y H istor y | V isual Stan dar ds | Chicago T ransit
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COMMUNAL TRANSPORTATION
1 .3 | C ompan y H istor y | V isual Stan dar ds | Chicago T ransit
A ¿ @ O u r M i s s io n STATEMENT
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1.4
The Chicago Transit operates the nation's second largest public transportation system and covers the City of Chicago and 40 surrounding suburbs. On an average weekday, approximately 1.6 million rides are taken on the CT VALUES We will accomplish our mission with a diverse workforce that is: Courteous We will create a pleasant environment for ourselves and our customers. Innovative We will seek out and encourage employees who initiate change, improvement, learning and advancement of our goals. Motivated We will meet each task with spirit, enthusiasm and a sense of pride to be second to none. Professional We will provide transit service with the highest standards of quality and safety for our customers and ourselves. Reliable We will be dependable for our customers and fellow employees, and will maintain the highest standards of trusting and out of the work environment. Results-Oriented We will focus on getting the job done and will derive personal satisfaction from the service we provide to our customers. C OMMITMENTS We will accomplish our mission by: Helping all of our employees develop to their fullest potential through enhanced training and education. Setting clear goals, standards and priorities. Communicating openly with customers and employees. Being accountable to fellow employees and customers. Engage employees in decisions that affect them and their work by creating a stronger sense of ownership among our employees in their work environment and in their homes.
1 .4 | Mission Statement | V isual Stan dar ds | Chicago T ransit
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Chapter
2.0
A 2 .1 A 2.2 A 2.3 A 2.4
A b o u t G u i d e l i n e s | P. 3 1 T r a n s i t O p e r a t i o n s | P. 3 2 G r a p h | P. 3 4 R e b r a n d i n g | P. 3 6
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c d ¿ ! @ A bo u t g u idel ines
2.1 Who are these guidelines for? They are for you as part of the corporation of Chicago Transit systems. Separate guidelines are available for: A A A A
The Chicago Transit marketing department Chicago Transit operations team Chicago Transit customer service division Projects and teams sponsored by the Chicago Transit W h at a r e t h e s e g u i d e l i n e s f o r ? They are to help us ensure that the way the Chicago Transit systems presents itself is always:
A Professional–The material we produce looks like it comes from one of the Nations largest transit system. A Consistent–Let our customers know that we are trustworthy and have our act together. A Distinctively Chicago Transit–Our brand has an impact. Master artwork, help and advice For all master artworks and a helping had contact: creative-services@chicagotransit.com
It is imperative that these guidelines are followed closely in order to imbue the entire Chicago transit system with the same dynamic look and feel. Clearly branding identity and communication of the board's proposition is vital to its perception among key audiences and therefore to its continued success. 2 .1 | A bo u t G u i d elines | V isual Stan dar ds | Chicago T ransit
c d ¿ ! @ T r a n s i t Op er ations P e r f o r m a n c e i n d i c at o r s
2.2
Ridership is the most important indicator of service quality and as our transit operations data indicates in the following pages, we are outgrowing our capacity and it is time to deliver a new strategy. Our direct competitors are loosing momentum and it's our time to move forward and expand our services to reach riders of all needs. CT ridership has increased in nine of the past 10 years with system-wide ridership increasing about 8% from 2004 (5% on rail and 3% on bus). System ridership levels are the highest in 13 years which shows that our efforts to take over the transit market have been successful. Train Customers care more about service reliability and we have been able to provide that to them. We also want to take the opportunity to mention our perceptions of customer priorities. Number one being, on-time service followed by frequency of service, employee courtesy, safe facilities, safe vehicles, clean facilities, clean vehicles, and finally pricing and value. The perception of customer priorities come from a 6-point value scale and are reported according to TCRP. Our customers perceive reliability of our service to be consistent and expect to board service shortly after arrival at stop/ station. In these periods, reliability means headway consistency. For service periods with headways of 10 minutes or
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more, customers rely on schedules to time their arrival at the stop or station to avoid long wait times. In these periods, reliability means schedule adherence. To provide our customers with the best service we will need to add service alternatives with more frequent stops. Services are subjected to weekday rush hour delays and our solution to prevent headways during these times is to designate CT only lanes for the hours of 7-10 am and 4-7 pm. This strategy will allow us to provide accurate and timely travel information to customers with real-time transportation service delivery 24 hours a day while also improving ongoing service planning and scheduling processes. The new system is capable of monitoring bus, rail, aerial, and water services and automates departure information for every vehicle. Collecting this data allows monitoring of schedule adherence based on terminal departures with our new signage system. When system is operational, data will be used to monitor schedule adherence and maintain headway consistency.
i$A Indic ator s Performance Operations *data indicates user increases and needs.
*Current Data is for Rail and bus only
2 .1 | T ransit operations | V isual Stan dar ds | Chicago T ransit
2001
2002
c A Data Performance This graph helps visualize the current status of the CT system for the last 10 years and it's eminent need to expand and a need for a rebranding strategy.
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2003
2004
2005
10
0 2006
2007
2008
2009
2010
2011
Light orange/black dash Solid orange Solid light orange Dark orange/black dash
2 .3 | G raph | V isual Stan dar ds | Chicago T ransit
b ¢ R e- br a nd ing Objective It is the mission of Chicago Transit to provide outstanding transportation service to the entire city of Chicago and surrounding suburbs. The best solution for our mission is to phase in a new transit system. This new system will have an increase of on time stops for both rail and bus services. In addition to our usual services, we are excited to announce our taxi cab, aerial tram, and water taxi services. We feel that the addition of these services will help ease congestion during rush hours and allow our customers to chose the best mode of transportation for their needs. In a way, this is in a way a new start, and a new start requires a new identity. We have chosen a designer to create a fresh new identity that will capture our business objective and convey it in a new mark. Currently, our logo represent a condensed version of Chicago Transit Authority. We are taking Authority out of the name because, ultimately, our customers have the final say. This The new mark will reflect the new direction of the growing city and it's needs to reduce passenger congestion with an improved rapid transit system with services that will all be accessible through one single transit card, or exact change. Competition The majority of the competitors for the Chicago Transit system are independent car and water taxi services with no particular brand identity. The competition does not pose any immediate threat to our company since the services they provide is simply not reliable nor cost effective. Criteria Iconic
Easy
Distinguished
Unique
Comfortable
Reliable
Courteous
Innovative
Efficient
Simple
Professional
Modern
Fast
Motivated
Green.
US P The fast, reliable, and best way to your destination within the city of Chicago.
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Downtown Chitown
2.4 | Rebran d ing | V isual Stan dar ds | Chicago T ransit
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i¢¿!£@ C o n t e n t s c Q P . d
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3.0
A 3 .1 A 3.2 A 3.3 A 3.4
R e - r o u t i n g a N e w I d e n t i t y | P. 4 2 C o n f i g u r a t i o n | P. 4 4 C o l o r s a n d E l e m e n t s | P. 4 7 T y p o g r a p h i c a l S y s t e m | P. 5 4
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b ¿ @ A R e- r o u t ing The Chicago Transit Brand debut
3.1
The loop
The direct inspiration for the new mark derives from the Chicago loop. On the 1898 map to the left, you can clearly see the composition. The city of Chicago is growing rapidly. Our once little city is attracting daily commuters from cities afar, new families, growing families, business people, large department stores, well—you get the picture. In our modern busy metropolis that is becoming less accessible to commute by personal car, Chicago Transit is the reliable source for transportation in the city of chicago. After centuries of our perfectly aged image, we need a 21st century update and the timing is right. In order to satisfy the many desires our customers demand, we had to modernize our identity. Our new iconic image enforces our service as the most reliable mode of transportation. This new modern image tells a different kind of story, a story of convenience, fast, reliable, simple, friendly, modern, and inviting. This section introduces our new logotype and what goes into it. We list the proper logo do's don'ts, display preference, clear space, company colors, and typographical choices. We made it easy to recreate an exact replica of our logotype incase such situation arises. Refer to this section when in doubt.
3.1 | R e - ro u ting a N ew I d entit y | V isual Stan dar ds | Chicago T ransit
The mark is based on the downtown Chicago Loop. This new graphic identifier is an exact manifestation of our brand personality: modern, reliable, fast, dependable, memorable, and iconic — just like our service. Our new iconic image is immediately identifiable when glimpsed at a distance, or when scanning the busy streets to haul a taxi. This exciting logo solution took topographic features from the center of our transit system, also known as the Chicago Loop, where the heart of the Chicago city also lies. Here, you will find historic monumental buildings, the financial district, and the place where all of our transportation services meet. The direct representation of the logo is based in this concept. Each line that makes up our mark conveys a separate mode of transportation: rail, street, aerial, and water transportation services. These guidelines explain the ways in which the new identity should be applied across different applications. For original artwork and additional information on the brand identity contact the creative services department at: creative-services@chicagotransit.com
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In a highly competitive market, brand recognition is essential. Therefore we needed our own way to identify a symbol that conveys who we are, what we do and what we stand for. It is extremely important that our new symbol strengthens the impact in all our services by taking our companies's image to that of a higher level with a striking distinctive image. Our new logo does this and more. This primary component of the Chicago Transit system is the new logo mark. Composed in a precise way to our configurations with a unique type treatment and that work together with the supporting graphic elements, each strengthening each others meaning, creating a strong visual image for the Chicago Transit system. The identifier mark was designed as an integral unit to our brand. Because of this, its' effectiveness depends on the exact relationship of type to the elements in the supporting graphic. This relationship must not be altered or rendered in a way that conveys our brand differently than what is stated on this manual. Please be consistent and maintain our brand integrity by following our carefully thought out instructions.
NOTE Never set the mark smaller than one inch wide and always make sure that the main logotype is dominant when in use. The mark should always be presented in the approved Pantone color. If the Pantone color matching system is not available, use the appropriate color conversion. the mark may be converted to black and reversed in a black background only. Please take all precautions to ensure proper measurements are always kept consistent.
3.1 | R e - ro u ting a N ew I d entit y | V isual Stan dar ds | Chicago T ransit
b ¿ @ confi gurati on mark integrity
It is up to all of us to correctly use one of our most valuable assets — a logo that stands as a national symbol for reliable transportation. Our mark needs room to breath. In order to remain legible and consistent keep the proper space surrounding the logotype clear. This space is established by the x height of the "T" extending arm within the mark. 1 x + the height of the T arm. All other measurements are fractions of this x. Each time we violate our logo guidelines, we weaken the irreplaceable value of our symbol. And why should we alter one of the soon to be most recognizable symbols in the nation? Because a trusted and respected emblem is invaluable, and by using it consistently, the symbol is strengthen and communicates a unified message.
pri ma ry i denti fi er respecting our logo
Pms black 3 | Silver c 40 M 53 Y 59 K 86 | c 0 m 0 y 0 k 32 R 56 G 44 B 36 | R 184 G 184 b 184
S m a l l e s t P r e f e r r e d M a r k s i z e : W: 1" | H: 0.8"
Always leave clear space around the Chicago Transit mark. Calculate this exclusion zone as stated above. Any form of warping or skewing of the logo is expressly forbidden. Should the logo be required to go even smaller than one inch in width, the text only logo can be used, this is the only instance that the text only logo is permitted.
1"
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3.2
Height = 1 x
1x
1x
.2 x
2.8 x
.35 x
1x
.3 x
1x
1x
1.25 x
2.8 x
1x
1.25 x
1x
3.2 | C ON F I G U RAT I ON | V isual Stan dar ds | Chicago T ransit
! c d C o lo r s | el em ents coding with our colors and graphics
3.3
To establish an easy and consistent wayfinding system for the new Chicago Transit identity, the following colors have been carefully selected to compliment each specific mode of transportation. This chart displays the only acceptable colors for use, ranked in order of preference, each to be used to identify our transportation services. Main color logo should be used in the first instance outside of the direct serivce line. Only if this version is not appropriate should any other color version out of their service lines. Single color halftone negative logos should only be used when a document has a limited amoount of colors, and when the logo is placed agains a dark background other than the approved black backgournd color. The positive logo for usage agains a light background is to be used for paper documenation and not for wayfinding signage. Single colour negatie logos should only be used when a docmument is using a limited amount of colors and when the integrity of the logo may be compromised by its reproduction (i.e. photocopying and newsprint). Small-scale negative text logo should only be used when the Chicago Transit logo needs to be scaled down below its permited size of one inch width.
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= do
r
= do not
ra i l se rvic e blue
PMS 7466 | PMS 299 c 80 M 8 Y 36 K 0 | c 99 M 0 Y 0 K 37 R 0 G 170 B 173 | R 0 G 123 B 169
c o l o r o r d e r : Light outlines | dark inlines
A e r ia l t r am orange
Ri v er tax i
Tax i ca b / b u s
green
red
PMS 137 | PMS 1505
PMS 375 | PMS 354
PMS 032 | PMS 207
c 0 M 41 Y 100 K 0 | c 3 M 69 Y 100 K 0
c 50 M 0 Y 100 K 0 | c 86 M 0 Y 100 K 0
c 0 M 95 Y 85 K 0 | c 20 M 100 Y 56 K 18
R 250 G 164 B 26 | R-236 G 112 B 36
R 141 G 168 B 63 | R 0 G 174 B 77
R 239 G 65 B 54 | R 169 G 24 B 73
c o l o r o r d e r : Light outlines | dark inlines
c o l o r o r d e r : Light outlines | dark inlines
c o l o r o r d e r : Light outlines | dark inlines
3.3 | C olors an d elements | V isual Stan dar ds | Chicago T ransit
Pi c to g r a m Constr u ctio n Basic pictogram c construction shapes
Bus Service Pictogram
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E l e v a t e d Tr a i n
A e r i a l Tr a m
W a t e r Ta x i
Ta x i C a b
aB@ Supp ort in g p ic togr a ms system identifiers The Chicago Transit system relies on color, type, and graphics to help identify the various modes of transportation. The supporting graphics help with the wayfinding system that has been developed to facilitate allocation of services. The pictograms are to be used in all signage designated to the specific transportation service. Accent graphics were developed to enhance any planned design collateral that accompanies the brand. These elements should be used sparingly and should not overpower or demote the main logo.
3.3 | C olors an d elements | V isual Stan dar ds | Chicago T ransit
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i ! a c D is c ip l ine U n n a cc e p t a b l e u s e s o f l o g o
Here are samples of the most common misuses of the logo. If you are unsure about whether a design meets graphic standards, e-mail the creative services team at: creativeserivces@chicagotransit.com N e v e r a pp ly t h e f o l l o w i n g :
r
= do not
A Turn logo diagonally
A Use two separate colors sets
A Create patters out of the type
A Add special effect like drop shadows
A Use shapes for decorative purposes
A Use low quality image files for printed material
A Outline the logo
A Overlap over any other element
A Enlarge the CT element
A Separate or shift any elements within the logo
A Alter the logo in any way
A Set it in italic type
A Center the type over the CT element
A Isolate type from CT element with color or lines
A Cut out or add any portion of the logo
A Balance the CT element over type
A Use texture elements
A Use unapproved colors
A Use color on color
A Use a different typeface
A Use logo outside the Chicago Transit system
3.3 | C olors an d elements | V isual Stan dar ds | Chicago T ransit
i c A T y p o g r a p hical System Choices of fonts
3.4
The Chicago Transit brand relies heavily on type for visual aid within the transportation system for our re-branding strategy. Type is clothing that dresses words (like costumes dress an actor) giving them character, emphasis, and subtle, but distinct personality that the reader often senses subcutaneously. Our type choices reinforce the message our transportation service demands.
system for legible text and should not be used for display purposes. This typeface can also be used for any correspondence. All pictograms corresponding to our services derive from the Netto font family and should be used only to help with coding and directional purposes. The typeface Dotmatrix is to be used for any rapid printed material such as transit cards or receipts.
The Chicago Transit's primary typeface has been specifically selected to capture the 'tone of voice' of the our brand. The concept behind the CT logo is the "Chicago Loop" and Forza nicely echoes the curvatures of the main CT "loop" element, so we made this our primary typeface. The succinct geometries make for an expressive type family that’s ardent, disciplined, shrewd, and commanding Like all square sans serifs, Forza appears to be made from an abridged kit of lines and curves which also makes it appropriate for our headings in wayfinding system.
Typographic consistency is necessary for long-lasting, items, including all company signage, advertising, packaging, stationary, and web content. This consistency is important as our guest will relate these typefaces to our adapted brand standards. Other complimentary typefaces maybe adapted and combined for short-term branding materials that will be faced-out from season to season. This is allowed in order to show some sensitivity to current typographic fashions.
To compliment this sans serif font family we paired it with the confident and stylish typeface, Vitesse. Our secondary typeface was selected to be used along with the wayfiding
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Always typeset justified with last line aligned left and close character spacing and never use below 7pt in size. Keep our brand image reflected in the typography and typeset for maximum legibility to all our audience. For digital applications, refer to the applications section of this manual.
The important part of building a strong and distinctive visual identity is the consistent and correct use of the typefaces. We have specifically selected our own unique primary, secondary, and supporting typefaces which are important in maintaining a consistent 'look and feel'.
Fo r z a f o r d i s p l ay a n d h e a d i n g s
Aa 03
abcdefghijgklmnopqrstuvwxyz abcdefghijklmnopqrstuvwzyz 1234567890
p r e f e r r e d w e i g h t : Bold
Vi t e s s e f o r d i s p l ay a n d h e a d i n g s
Aa 03
abcdefghijgklmnopqrstuvwxyz abcdefghijklmnopqrstuvwzyz 1234567890
p r e f e r r e d w e i g h t : All in appropriate conditions
N e t to f o r d i s p l ay a n d h e a d i n g s
EkJA
!$&+,-./0123456789ïñëí :<>CDEFGHIJKLMNOP abcdeghilkmo¢
p r e f e r r e d w e i g h t : Regular
d ot m at r i x f o r d i s p l ay a n d h e a d i n g s
Aa 03
a b c de f g h i j g k lm n o p q r s t u v w x y z abcdefghijklmnopqrstuvwzyz 1234567890
p r e f e r r e d w e i g h t : Regular
3.4 | T ypographical System | V isual Stan dar ds | Chicago T ransit
! b A Stat i o ne ry c o m pa n y d o c u m e n ts
3.5
Common letterhead, envelopes, and business cards help to reinforce the visual identity of Chicago Transit in day-to-day business transactions. Business correspondence is a basic but important way of presenting our image. A variety of audiences receive information from us daily as typed letters, business cards, mailing labels or other kinds of stationery. Maintaining consistency within our stationery system will reinforce the image we want to project. Following these guidelines regarding signature size and placement, typeface, point size, color and typed information will help achieve this. Graphic designers may also access downloadable EPS templates in order to prepare their own stationery files. Chicago Transit Communications also offers a free design service to agencies, area conferences and congregations, for stationery supplies. This is done to encourage compliance with the Visual Identity Program.
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3 .5 | stationery | V isual Stan dar ds | Chicago T ransit
1.6"
.5"
.5"
Logo Mark
L e t t e r he ad
.9"
1.5"
Executive and Standard Letterhead 8.5"x11" (216mm x 279mm)
Ty p e s e t 8 p t
5"
To ensure a consistent and recognizable brand identity, always follow these Chicago Transit corporate correspondence guidlines. If you have any questions call marketing at ext. 75386 or email at marketing@chicagotransit.com When typing correspondence on executive and standard letterheads, set copy in 8 point mono spaced font or Vitesse light weight, upper-and lower-case, on 10 points of leading, flush left. Type the date 1 1/4" (32mm) from the left edge and on a baseline of 2 1/2" (64mm) from the top of the page. Skip two lines before typing the recipient's name and address. Skip one line between the salutaion and the body of the letter. The body copy is single-spaced, and paragars are 1.5 of the line space. To order stationary, please call the print shop at ext. 44625
1.5"
Co. info
.65" .5"
1.25"
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.5"
1.75"
Bu s i ne s s car d
1.5"
.25"
.5"
3.5"x2" (89 mm x 51 mm) Employee tittle
Contact information
.9"
1.85"
1.5"
.15"
Pms black 3 | Silver c 40 M 53 Y 59 K 86 | c 0 m 0 y 0 k 32 R 56 G 44 B 36 | R 184 G 184 b 184
When preparing the digital art for the letterhead use the artwork provided. All the files needed for production have already been constructed.
Logo Centered
1.15"
Centered
1"
1.15"
.5"
3 .5 | stationery | V isual Stan dar ds | Chicago T ransit
M a i l ing L a bel Executive and Standard Letterhead 6"x3.5" (152mm x 88.9mm)
.8"
PMS 7466 | PMS 299
1.15"
1"
2.6"
.5"
c 80 M 8 Y 36 K 0 | c 99 M 0 Y 0 K 37 R 0 G 170 B 173 | R 0 G 123 B 169
.4" Logo
.1"
When preparing the digital art for the letterhead use the artwork provided. All the files needed for production have already been constructed.a 1.2"
CT contact info
.65" .6"
4.4"
.5"
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1.3"
1.15"
4.25"
2.6"
.5"
.4"
Bu s i ne s s Envelo pe
Logo
.1"
Executive and Standard envelope 9 . 4 5 " x 4 .1 " ( 2 4 0 m m x 1 0 4 m m ) 1.56"
CT contact info
.65"
.6" 4.4"
PMS 032 | PMS 207 c 0 M 95 Y 85 K 0 | c 20 M 100 Y 56 K 18 R 239 G 65 B 54 | R 169 G 24 B 73
1"
Pattern
3 .5 | stationery | V isual Stan dar ds | Chicago T ransit
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i¢¿!£@ C o n t e n t s c Q P . d
Chapter
4.0
A 4 .1 A 4.2 A 4.3 A 4.4
B r a n d i n g | P. 6 4 C o r p o r a t e A p p l i c a t i o n s | P.7 5 M u l t i m e d i a | P.7 8 B r a n d E x p e r i e n c e | P. 8 0
! b A C h ic ag o Tr ans it branding c o m pa n y d o c u m e n ts
4.1
Our Brand sets a very specific scene in the city of Chicago. The streets lined with flag poles and billboards advertising our services interlock with our brand in unison. This gives people a sense of being a part of the Chicago Transit family. For signage and wayfinding systems, follow the basic guidelines found here. City minimum height requirements for environmental display is set in meters. Indoor signage can be adjusted to project specifications but should follow our brand guidelines for consistency. Pattern use can be set in approved colors and should accompany any transit station. The Chicago Transit system logotype does need to appear on signage. The next several ages showcase how the new Chicago Transit identity functions in it's environment. There are several examples showing the various treatments and approaches this system takes to show the nation our brand new mark.
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Historical note Signage provides a means to consistently identify, locate, direct and inform across operating sites and offices around the country. For exterior signage there are several types of signs available. The examples shown here are for design intent only. They can be used to guide the development of engineering drawings. Precise fabrication methods and exact measurements are determined with your signage vendor. Shown here are several types of monument signs that might appear in a Chicago Transit station. Exterior signs must appear in black background and lighted or use reflective materials for the signage.
4.1 | B ran d ing | V isual Stan dar ds | Chicago T ransit
3.5 m
BUS CHICAG
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3.5 m
2 m
Tax i a n d b us s ervices PMS 032 | PMS 207 c 0 M 95 Y 85 K 0 | c 20 M 100 Y 56 K 18 R 239 G 65 B 54 | R 169 G 24 B 73
4.1 | B ran d ing | V isual Stan dar ds | Chicago T ransit
6 2 | 6 9
6m
A e r ia l T r am PMS 137 | PMS 1505 c 0 M 41 Y 100 K 0 | c 3 M 69 Y 100 K 0 R 250 G 164 B 26 | R-236 G 112 B 36
4.1 | B ran d ing | V isual Stan dar ds | Chicago T ransit
6 4 | 6 4
1.5 m
in 15 minutes 9:50 pm
M e t r o / t rain PMS 7466 | PMS 299 c 80 M 8 Y 36 K 0 | c 99 M 0 Y 0 K 37 R 0 G 170 B 173 | R 0 G 123 B 169
4.1 | B ran d ing | V isual Stan dar ds | Chicago T ransit
6 6 | 73
2 m
Wat e r taxi PMS 375 | PMS 354 c 50 M 0 Y 100 K 0 | c 86 M 0 Y 100 K 0 R 141 G 168 B 63 | R 0 G 174 B 77
4.1 | B ran d ing | V isual Stan dar ds | Chicago T ransit
CT logo Cap
CT logo Jacket
Taxi/bus uniform option
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Yo u r o w n p a n t s
E!bA C orporat e a pp lic at ion s Uniform
4.2
Our A company uniform clothing must be worn by all Chicago Transit workers while on the clock. This uniform consist of polo shirts or sweatshirt/ jackets for the winter. It is important that we are easily identified by our guest and can present proper identification in all of our service environments. The uniform is color coded and should be directly connected to the line of transportation that is operated by that conductor using approved company colors: red is for Taxi and Bus services, green is for River Taxi, Blue is for the Metro Train, Orange is for the Aerial Tram. When the clothing becomes discolored or faded, the clothing garment must be replaced so that we can maintain a professional look. Promotional merchandise is available for customers and can help increase awareness of the Chicago Transit services. Maintaining graphic consistency across the organizations enhances our image to our targeted audience. All branding applications should contain our brand prominently presented for brand recognition. The following pages illustrated the uniform and corporate identity image we are trying to achieve. Please refer to this section every season when new items become available for our customers. PMS 032 | PMS 207 c 0 M 95 Y 85 K 0 | c 20 M 100 Y 56 K 18 R 239 G 65 B 54 | R 169 G 24 B 73
4.2 | C orporate A pplications | V isual Stan dar ds | Chicago T ransit
Identification card water bottle
Key chain
Access strap
Company pen
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CT logo Cap
CT logo shirt
Uni for m c olor s Water taxi service operators PMS 375 | PMS 354 c 50 M 0 Y 100 K 0 | c 86 M 0 Y 100 K 0 R 141 G 168 B 63 | R 0 G 174 B 77
Metro/train service operators PMS 7466 | PMS 299 c 80 M 8 Y 36 K 0 | c 99 M 0 Y 0 K 37 R 0 G 170 B 173 | R 0 G 123 B 169
Taxi/bus uniform option
Yo u r o w n p a n t s
Aerial Tram service operators PMS 137 | PMS 1505
PMS 032 | PMS 207
c 0 M 41 Y 100 K 0 | c 3 M 69 Y 100 K 0
c 0 M 95 Y 85 K 0 | c 20 M 100 Y 56 K 18
R 250 G 164 B 26 | R-236 G 112 B 36
R 239 G 65 B 54 | R 169 G 24 B 73
4.2 | C orporate A pplications | V isual Stan dar ds | Chicago T ransit
i b ¢ A M u lt im e dia Cyber experience
4.3
We are introducing a new way to reach our city riders. A series of websites and social networking pages that make it easy for anyone to connect with us, plan a trip, inquire transit times, or find out about all the great services that the Chicago Transit provides. Our new official website and mobile device application will be available to everyone in late 2011. Heres is a peek at our outstanding new web features. Please refer to the Chicago Transit Web Design Standards Manual for more information. regarding this topic.
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4 .3 | Multimed ia | V isual Stan dar ds | Chicago T ransit
!@bA Bri ng i ng it a ll toge t h e r Brand experience
4.4
When applied consistently and correctly, the Chicago Transit identity is very distinctive. It has the ability to convey clear messages about our services and to build and maintain a strong reputation with our audiences. The following pages bring together some examples of applying the basic elements together with applications
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4.4 | B ran d E x perience | V isual Stan dar ds | Chicago T ransit
7 6 | 8 3
4.4 | B ran d E x perience | V isual Stan dar ds | Chicago T ransit
7 8 | 87
4.4 | B ran d E x perience | V isual Stan dar ds | Chicago T ransit
i b A D is k 1 Original art graphics
This disk contains all the collateral needed for designing a consistent identity for the Chicago Transit networks. Please refer to this disk for original art files. If disk is lost, a replacement can be issued to you by contacting the creative services department at: creative-services@chicago-transit.com
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selif cihparg dna segami lla sniatnoc ksid sihT y t i t n e d i m e t s y s t i s n a rT o g a c i h C e h t r o f
Exit
4 .4 | Data Disk | V isual Stan dar ds | Chicago T ransit
Designer | Fred Carrido Instructor | Thomas McNulty Course | Identity 2 Photo | Shutterstock Binding | Fred Carriedo Software | Adobe Creative Suite 5.5 OS | Mac osx Photo | Epson Stylus Pro 4880 Paper | Epson Photo Quality Paper Copy Right | 2011