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INTRO Lev Rail is the first bi-coastal train to ever exist on the North America continent. Established 2012, Lev Rail is in the forefront of luxury dinning and transportation at 400 km/h. Our purpose in bringing to America the next step in modern transportation (without sacrificing the choice of self-indulgence) is what propels the company incessantly forward. Lev Rail is always striving to be the best in efficiently bringing to its clients a constantly improving form of modern transportation and cuisine.
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BRAND OVERVIEW 4 CORE BRAND MESSAGE 5 LOGO 6 COLOR 10 TYPOGRAPHY 14 STATIONERY SYSTEM 19 WEB APPLICATION 22 ADVERTISING AND PROMOTIONAL ITEMS
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GUIDELINES 30 CLOSING REMARKS 32
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BRAND OVERVIEW Lev Rail is the first bi-coastal high speed connector train in the United States of America. In the span of seven hours Lev Rail travels from the east coast to the west coast, stopping at: New York City, Washington D.C., and San Francisco. Lev Rail’s luxury dinning appearance was hand-picked to aesthetically please its highclass clientele. The train’s Roman Empire inspired façade in its interior and exterior is used to evoke feelings of authority, power, and structure towards the company.
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CORE BRAND MESSAGING What makes Lev Rail so exclusive and noteworthy is its distinctive differenciators, purpose, vision, truline, promise, and its tagline.
• We aim to differentiate ourselves from the average train experience by being superior in our quality and by bringing to America the next step in modern transportation.
• We always provide an open atmosphere allowing for the freedom of movement and interaction throughout the train.
• We promise to uphold the highest standard of aristocracy and sophistication aboard our bicoastal trains while also providing individualized service to each of our valued clients.
• We assure 5-star quality food will always be available, 24/7 in all three dinning cars attached to each train.
• We work towards being the forefront of modern transportation, continuously improving and adapting ourselves to bringing the unparalleled to-
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LOGO Our logo is a very important element. It is part of our identity, and therefore should be treated with respect. The logo is a key asset of ours that should always emphasize Lev Rails Roman Empire and high-class luxury identity. RULES
The Lev Rail logo can be reproduced only as its embossed form or as its line art form. The face of the brand on applications such as the business suites, websites, or brochures, can have either logo on it, but never both. RESTRICTIONS
Sizing restrictions are specified (right) to ensure that the logo is legible. It is imperative that the idecated sizes are maintained as minimum sizes for the logos. For most application uses, maintain a minimum of a height and width of 1/3x from the logo to ensure that the logo is legible on all applications.
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Logo is always either pillow embossed with a hard chisel effect, or in its pure line art format.
1/3X X
1/3X
7X
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WHAT TO DO AND WHAT NOT TO DO:
• The logo may never be smaller than 8pt font or larger than 30pt on any give A4 layout.
• It must always be rigid and geometrical in its shape. No flourishes or additional curves may be added, and it may only have a pillow emboss effect.
• It must always have some space to breathe on its sides and above. The logo is allowed to rest as the bottom of a page.
• • • •
It should never be abbreviated in anyway. The logo can only be horizontal or vertical. It can only be the colors white, black, yellow, grey and gold. It may never be stretched or kerned to fit more aesthetically pleasing on a page.
• The triangle in the middle of the logo may be used as a symbolic reference. However it may not be used on classified documentation or on our stationery system.
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Several examples of misuses of the logo.
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COLOR Lev Rail’s colors are what give us our personality. Our colors are what makes us easily distinguishable from our competitors. RULES
The Lev Rail logo cannot be used in colors apart from the primary and secondary colors that are designated. In order to keep a consist feel and recognizable logo design the logo must be in full opacity at all times. RESTRICTIONS
When designing with our color palate, it is important to keep in mind our mission as a brand. We aim to portray a feeling of luxury and high-class. Our colors are a main component of this goal and as such they must be used strategically and tastefully. Apart from photographs, the only colors that can be used are: gold, purple, yellow, brown, gray, and black.
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OUR PRIMARY COLORS
Our primary colors are gold, black, brown, and gray. They are used for titles, headers, subheadings, and blocks of text. All four are useable as the background color on any given page or as the main color for a solid block of text. The black and gray may be used freely when applied to a page layout or a promotional item. However the gold should be used sparingly as using too much gold will cheapen the look of the company image. OUR SECONDARY COLORS
Our secondary colors are purple and yellow. They are used as accents for our text and may never be used as the main background color on any given page. Additionally they may only be used for titles, subheadings, or one-word enhancers. Only one of the two accent colors may be used on any given page or promotional item. In the case of secondary colors any shade can be used, however it is prefered that Lev Rail’s yellow and purple from our designated palate are used as often as possible.
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LEV RAIL GOLD
LEV RAIL GRAY
CMYK 30/40/70/5
CMYK 0/0/0/60
RGB 180/150/100
RGB 130/130/130
PANTONE 872
PANTONE Steel Grey
LEV RAIL BROWN
LEV RAIL YELLOW
CMYK 40/75/95/50
CMYK 10/30/85/0
RGB 95/50/20
RGB 234/175/68
PANTONE 4695 U
PANTONE YELLOW M
LEV RAIL BLACK
LEV RAIL PURPLE
CMYK 0/0/0/100
RGB 0/0/0
RGB 76/20/90
PANTONE Black 6 EC
CMYK 70/100/30/25 PANTONE 2623 UP
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TYPOGRAPHY Lev Rail has very specific typefaces for very specific uses. It is important for the correct typeface to be used for the correct application in order for the brand and its identity to be coherent. No other typeface other than the ones specified in this manual are to be used. In order to create continuity it is important to remain committed to the typefaces authorized. The aesthetic of Lev Rail’s design is reliant on photography and well-placed typography. OUR CORPORATE AND SECONDARY TYPEFACES
Apollo Mt, Baker Signet, and Aldus. Apollo Mt and Baker Signet are used for titles and headings, and Aldus is used for blocks of textual information (2 sentences or more). OUR WEBSAFE TYPEFACES
Times New Roman and Aldus. We use Times for web links and blocks of textual information, while Aldus is used for headings and subheadings.
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Aa Aldus 13pt
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz (.,:;?!$&@*)0123456789
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Aa Apollo Mt 13pt
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz (.,:;?!$&@*)0123456789
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Aa
Baker Signet 13pt
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz (.,:;?!$&@*)0123456789
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Aa Times 13pt
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz (.,:;?!$&@*)0123456789
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STATIONERY SYSTEM In dealing with the typeface size and placement on the business suite items, the Lev Rail logo is always on the top left hand side of the envelope and letterhead. BUSINESS CARD
The front of the business card is to remain white as a background color. There should be no watermark on the informational side of the card. Please list the position of the employee under their name and all their contact information. The back of the business card must include Lev Rail’s logo. The colors for the logo and background of the back of the card must either be gold or white. LETTERHEAD & ENVELOPE
Both the letterhead and envelope have the logo and the company contact information. However, the envelope that the company sends out publicly must have the logo vertically on the left side at full opacity.
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1234 Railroad Ave, Washington DC, 20001 USA | 1-(800) LEV-RAIL | jmatthews@levrail.com | www.levrail.com
APOLLO MT REGULAR (6PT)
BAKER SIGNET REGULAR (6PT)
Lev Rail
1234 Railroad Ave, Washington DC, 20001 USA
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TIMES BOLD (12PT)
APOLLO MT ITALIC (11PT)
Jane S. Matthews President
ALDUS ROMAN (6PT)
o: (800) LEV-RAIL x.123 m: (202) LEV-6657 e: jmatthews@levrail.com www.levrail.com
Lev Rail 1234 Railroad Ave, Washington DC, 20001 USA
BUISNESS CARD
ENVELOPE
LETTERHEAD
3.5 x 2 inches
5.75 x 8.75 inches
8.5 x 11 inches
BAKER SIGNET REGULAR (6PT)
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IPAD APPLICATION Lev Rail’s iPad application has been built with the intention of providing our future passengers ease, functionality, and visual appeal as they book their train tickets. Visually the application focuses on providing simple-to-use and hassle free ticket purchasing in order to maximize a positive experience and relationship between passengers and Lev Rail. Icons are placed at the top of the page, resembling what they link to in order to help in making navigation effortless for users. FEATURES
The application boasts many helpful features, such as our: simpleto-use booking icon; our lounge information icon for those who want to know more about our trains and who Lev Rail is; our extensive wine list, composed of wines that can be found on all of our trains; our chat with an assistant icon; and our trip icon which informs clients when and how many trips they have scheduled with Lev Rail.
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ADVERTISING AND PROMOTIONAL ITEMS Lev Rail takes great pride in its advertisement and promotional items. We approach both as continuous opportunities to further enhance our brand identity and improve our quality of a relationship with our clients. ADVERTISING
The example for the left is an advertisement for bus shelters. In these ads a photo of luxurious items are always placed in the middle, framed by a yellow-gold border that has embellishments. The only part of this advertisement that will ever change is the image that is placed in the middle. These can be swapped out for new images whenever necessary, and an assortment of high-resolution images can always be found in Lev Rail’s database.
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PROMOTIONAL ITEMS
Lev Rail has created a complementary gift box to give to its passengers. Each complementary box follows a standard shape and is required to be filled with: a bottle of Lev Rail wine or champagne, two wine glasses, and a corkscrew.
THE BOTTLE
There are 4 gift box bottle choices. Bottles with a gold neck are champagne, while bottles with a black neck are dessert wine. One bottle is placed in each box at random. No bottle is more frequently produced than any other, and no bottle is designed to be more favorable. The bottles are meant to help enhance an aesthetically pleasing experience for our clients. Each bottle is covered in a layer of acrylic black paint in order to help amplify the contrast when the layer of gold paint is later placed on top.
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THE BOX
Lev Rail’s complementary box is crafted out of maple slabs that are precut by our carpeting team. They are form fitted to shape a pleasing diamond shape, which also enables consumers to fashion their own wine racks using our boxes. The box has removable slabs at its top, which make removing the wine and wine glasses easy and efficient. On the side of the glasses there is a side panel that is also removable, amplifying accessibility. The box has a crown molding along its edges to assist in enriching and heightening the box’s luxurious feel.
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GUIDLINES Lev Rail has very specific guidelines in regards to the usage of imagery and messaging for brand application. IMAGERY GUIDLINES
When using imagery for any promotional products always make sure that the imagery is consistent with all promotional materials. With advertising in our current campaign, always use images of food and recreational items the suggest luxury and high-class. The main subject of any given image should always fill no less then 70% of the image frame. Images should always be high-resolution and promoting some aspect of the company, whether it is our food, our promotional items, or our trains. MESSAGING GUIDLINES
When creating documents or promotional items for the company formal and eloquent writing should be used. This is important in keeping with the image of Lev Rail as a high-class establishment.
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CLOSING REMARKS If you are ever in doubt, just refer back to this manual. We don’t ask for much, just a little love and consistency. In the design of all products concerning Lev Rail, it is imperative that the company’s core brand messages are ceaselessly upheld.
Kristina Walter - President, CEO
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