Renex
RENEX group was created in 1990 after three well-known companies of public passenger transfer merged: – Resende – Transdev – Barraqueiro. These companies worked mostly with the line Braga Porto - Lisboa – Algarve individually. After the merger into RENEX group, they created a shuttle net with a best timetable offer and improvements on service quality – new headquarters and new buses. RENEX is aware of market demanding and that is shown in the increase of passengers – 53.000 passengers/month. Besides of passenger transport, the company started a fast small volumes transport system.
old logo
current logo
concept logo minimum clear space high contrast version minimum size monochromatic version colour pallete typeface do not application on backgrounds Stationery and volumetric applications
content
01 concept
When i started to draw this logo, my first concern was to create a strong concept, directly related to a public transport company. After some research about what the market offers in this line of business, I found some key-words I wanted to join in this work – speed, comfort, ergonomics and quality. This kind of transport services – trains and buses – speed and comfort are the two most valuable ideas. Besides I wanted to combine the bus, the symbol and the logotype. In my first attempts the bus was visible, but there was no concept of speed related to it, at least not as much as I wanted to. After that, the idea of a boomerang came up as a symbol of speed and ergonomics. As this idea came, I noticed I could relate it to the front side of the bus, so I disposed the boomerang with that purpose and at the same time to give a sense of flow with the type. Finally, playing a little bit with the typography I picked up some initial ideas and I could relate the E’s of RENEX with the wheels of a bus. The final result with the rounded shapes of the whole picture gave me the two last concepts I wanted to put into – comfort and quality.
02 logo
RENEX logo is the main element of the company’s identification. This logo projects RENEX’s ID and it is the best way to express company’s values and personality. This manual offers the rules to print the logo created and it must be fulfilled.
logotype
symbol
03 minimum clear space
The goal of minimum clear space is to preserve the legibility and RENEX logo’s visual integrity. It must be totally fulfilled and no image or text can be added to it. It is shown in the image the rule of minimum clear space and it must be respected.
04 It is recommended to apply the main polychromatic version of Renex logo, as possible as it can be. However, some printing techniques or applications require other versions like the high contrast version.
high contrast version
05 minimum size
In order to protect both readability and integrity of Renex logo, it is set the minimum size of usage. When minimum size is used, precision and accuracy are a must. Although, there is no upper limit to printing sizes, Renex logo’s minimum clear space must be respected. Text version’s minimum sizes are bigger than the ones without text, so readability can be allowed.
2,5 cm
3,5 cm
0,7 cm
06 A regular use of the main polychromatic version of Renex logo is recommended. However, some printing techniques or applications require other versions, like the monochromatic version. In this situation logos can be in any color, nevertheless there is a preference for the pantones indicated: Pantone 349 C / Pantone 7622 C.
monochromatic version
07 color pallete
Green and two different tones of red are the corporative colors. They are the minimum requirements to ensure a quick identification of this logotype. They must be printed through Pantone color system to secure the maximum quality and reliability of the printings. In case of using another color system (i.e. quadricolor system), a color match test must be done so the closest tone to Pantone color system is reached. Colors on this manual are merely representative and they must not be used to the color match try-out.
Pantone 349 C CMYK - 90 33 100 25 RGB - 3 106 55
Pantone 7621 C CMYK - 21 100 95 12 RGB - 178 32 41
Pantone 7622 C CMYK - 26 96 86 24 RGB - 152 37 43
08 typeface
In order to a consistent and unique way of Renex communication, you must restrain your usage to the allowed fonts, specified in the manual. Fonts limited range is a requirement to create a strong brand. Fonts cannot be expanded or compressed. Special effects like shadows a underlined words must not be used.
Futura Bold Italic ABCDEFGHIJKLMNOPQR STUVXWYZ abcdefghijklmnopqrstuv xwyz 1234567890
Frutiger LT 45 Light Italic ABCDEFGHIJKLMNOPQR STUVXWYZ abcdefghijklmnopqrstuv xwyz 1234567890
09 Do not
Brands are imperative in communication of a company. Adulteration affects the image and the way it is communicated and understood, so this logo must be consistent and according to the established rules in this document. Some examples of what must not be done are presented.
Do not simplify the logo color
Do no apply a frame in the logo
Do not change the logo colors
Do not aplly outline
Do not rotate the logo
Do not recreate the logo with another typography
Do not apply any deformation to the logo
Do not move the elements
Do not apply textures or effects to the logo
Do not add graphics
10 application on backgrounds
The following images present the different tones allowed to use RENEX logotype in. The main principle is to keep the chromatic integrity always reaching the maximum contrast the situation allows.
11 Stationery and volumetric applications
Adulteration affects the image and the way it is communicated and understood, so this brand must be consistent and according to the established rules in this document. Some examples of applications in different situations are presented.
Francisco Ribeiro Torres Academic project Royal Academy of Fine Arts - Antwerp 2014, May Typography Andries Frank Rotis Semi Sans Std InDesign / Photoshop / Illustrator obs: photograph of the internet has only illustrative purpose