The brand guidelines
The brand guidelines
Welcome to the Veho brand book We have created this document as a guide and inspiration for anyone who is commissioning, writing, designing or producing Veho branded communications. These brand guidelines contain all elements, guidelines, templates and examples for the application our corporate identity. They express our creative style and the thinking behind our brand. Following brand instructions is crucial to send out a strong message and for the performance of the brand and the business, so please take a moment to have a look through.
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Our logo
Table of contents Welcome to the Veho brand book
2
What we stand for
4 5 5 6
Driven by our mission... A vision for the future... Values that shape our actions...
7
Basic logo Color variations Greyscale and black Negative logo form Extra small logo Spacing Spacing DON’Ts
8 9 10 11 12 13 14 15
Our colors
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About our colors
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Imagery
18
The use of images The use of images The use of images
19 20 21
Tone of voice
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Typography
25
Professional publishing Body text Online applications
26 27 28
Stationery
29
Practical logo application
30
Environmental design
31 32 33 34 35
Promotional materials
36 37 38
Our buses Company cars Bus stop Our uniforms
Promotional material Promotional material
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What we stand for
What we stand for
A vision for the future...
Driven by our mission... VEHO is a new direction and the new way of traveling through Germany. We want the people to get comfortable and relaxed to their destination in a reasonable time, therefor we connect the most important destinations in Germany, such as big cities, airports and events. We want to be recognized and loved as a company that cares about the needs of their travelers and the environment. We want our travelers to enjoy a better way of traveling , every time they choose to travel with us.
We want to improve our world and every time a person chooses to travel with us, that happens a little. Unfortunately we can not care about everything, but as a bus company we care about the needs of our travelers and the environment. For the people... The bus ride to vacations or a trip at the weekend should be something relaxing and fun, but there are many ways to get nerved and annoyed: traffic jams, missing parking space, navigating and finding the right way‌ There VEHO lends a hand and helps creating something memorable and unforgettable. By choosing to travel with our buses the travelers help to reduce the amount of cars on the streets, they don’t have to care and they can experience the comfort of our busses while doing whatever they like.
For the environment... When travelers choose to travel collectively between bigger cities they help reduce the amount of carbon dioxide emitted into the air. We want to work actively towards a better and cleaner environment. Regardless of how many passengers there are on board, the amount of emissions is constant. So we drive more people stress free from one place to another without polluting the environment. Our vision is that more and more people take the coach and think about the environment.
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What we stand for
Values that shape our actions... Environment friendliness The nature is our most important resource in the world, that’s why we want to help to save it. Through collective traveling and the use of bio fuel we are doing our part. Comfort With our comfort, we want to bring little luxury and convenience in the traveling for everyone. Comfortable seats, enough space, air conditioning and nice surrounding make traveling unstressful and bring it to another level.
Friendliness Being friendly is the key to the heart of the people. We want our travelers to get the feeling they are traveling with friends. That’s how we treat them and how we want to be treated. Punctuality Being in time when traveling is pretty important, it reduces long waiting hours and stress through delay. Additionally our busses are timed with many other trains and flights.
Speed Our travelers should get to their destination in the fewest time as possible. Therefor we choose the short and thought-trough traveling trajects. Affordability We want to be as cheap as possible to make our bus rides affordable for a big extent of people. We don’t want to be selective by the price. And what is even more important, we want our prices to be fair in relation to the distance our travelers are passing.
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Our logo
Our logo
Logo with tagline
Basic logo This is the basic logo. It’s used for most appliciations. The logo exists out of two main elements. The first is the ‘Veh’, these are the first 3 letters from the name of the company (Veho). ‘Veh’ is by the Philosopher font. We chose this for immediate recognition in our target group.
Logo without tagline
The second element is “O”, represented by 3 colored lines. These lines stand for the 3 different destinations (Airports, shopping centers and several events) our buses drive to. The difference in length expresses dynamism. The tagline has a fixed position: top, right.
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Our logo
Department colors
City
Color variations The Veho logo family consists of 3 different color variations.The color variations are used for making an understanding between the 3 types of destinations. This makes it easier for travelers to recognize the right bus. The aubergine blue is used for the main logo and for the buses driving between big cities. The submarine yellow is used for buses driving to airports and the summer green could be found on buses with event destinations. In some cases, the logo can bu printed in only one color, this os for reducing the production costs for example for promotional materials. In these cases, the tagline is removed.
Airport
Event
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Our logo
Logo greyscale
Logo black&white
Greyscale and black These logo should only be used if necessary. The colors make the logo more recognizable, so if possible the colored logo should be used. The black and white logo can only be used if there is no other option (no option for color or grayscale). For example for receipts that are printed with matrix printers, fax,...
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Our logo
Negative logos
City
Airport
Event Negative logo form These logo’s are used where the regular logo wouldn’t work. For example, these could be used by third parties in the creation of advertising, for stationery, on t-shirts and other promotional materials. Once again, the gray logo can only be used if there is no other option.
Grayscale
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Our logo
Smaller logo
City
Airport
Extra small logo This is the logo used for extra small applications. This logo can be used if there is no space for the regular logo. The logo has the same rules for color use as all the previous logo’s. For example, this logo is used for the nametags on the busdriver uniforms.
Event
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Our logo
Spacing logo with tagline
X/3 X/3 X
X
X
X
Spacing Around the logo there should always be a certain amount of white space. The space is defined on the drawing on the right side of this page. The spacing is based on the width fo the �O� in the logotype.The spacing is different for the different logo types.
X
X/3
This is the spacing for the regular logo with tagline.
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Our logo
Spacing logo without tagline
X/3 X
X
X
X
X
X/3
Spacing smaller logo
Around the logo there should always be a certain amount of white space. The space is defined on the drawing on the right side of this page. The spacing is based on the width fo the �O� in the logotype. The spacing is different for the different logo types.
X/3
X
Spacing
X X X X/3
This is the spacing for the logo without the tagline and the extra small logotype.
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Our logo
DON’Ts
Use a different color
Change the place of the tagline
Change allignment
Use different fonts
Reshape the logo
Give the logo a border
To have the best recognizability and a strong representation of the brand, only fixed logo forms should be used. So don’t use other colors than the three main colors, change the place of the tagline, change the allignment, use different fonts, reshape the logo, give the logo a border or tyr to find other ways to be ‘creative’ with the logo. Only the logo forms in the above pages should be used.
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Our colors
Our colors
AUBERGINE BLUE
PANTONE 2765C
CMYK
100 - 83 - 35 - 21
RGB
20 - 45 - 84
HEX
# 333366
About our colors Colors are important fundamentals for a brand identity. The identity colors were defined for different destinations and matching color spaces. On the right side of the page you can find the color definitions for the colors for quadri printing (CMYK), on-screen applications (RGB) and for web applications (Hex).
SUNSHINE YELLOW CMYK
0 - 35 - 85 - 0
RGB
248 - 178 - 51
HEX
# EE9900
SUMMER GREEN When there is a new application for the use of the logo and an other color matching system is required, the PMS color is used as refference color. The main colors are for primary use, for secondary use, shades of these colors and shades of grey can be used. Each one of our primary colors refer to one of our main values: aubergine blue for comfort, sunshine yellow for friendliness and summer green for the environment.
PANTONE 137C
CMYK
PANTONE 376C 50 - 0 - 100 - 0
RGB
149 - 193 - 31
HEX
# 99CC33
BABY ELEPHANT GREY CMYK
PANTONE 425C 0 - 0 - 0 - 80
RGB
87 - 87 - 86
HEX
# 666666
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Imagery
Imagery
Images
The use of images These are the image types we use for our different values. We use pictures of people when we are talking about creating happiness, improving your lifestyle, reducing stress, etc‌ Here can you find some example of pictures we can use during the campaign or other promotions of Veho.
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Imagery
Images
The use of images These are the image types we use for our different values. When we are talking about the environment and all the elements around it we use pictures the represent our nature. Here you see a few examples
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Imagery
Images
The use of images These are the image types we use for our different values. The last kind of pictures we use are the relaxing pictures. These pictures need to create a warm, comfortable and relaxing feeling to the people within our target group. For pictures we use people that are relaxed our pictures of a nice scenery.
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Tone of voice
Tone of voice
Tone of voice VEHO needs to speak with one voice, so we all need to write in a smilier way. Here are some guiding principles to use when writing for and over VEHO:
Focus on the traveler
Tell how it is. Be true to the service and how people relate to it.
We talk to travelers about things that relate to them and their lives. As a result, it says so much about us: we listen, we care, we understand and we offer great service. We never talk about how great we are or boasting about ourselves.
We say: “We drive Stuttgart - Berlin for 39€ in 7h” We don’t say: “Stuttgart - Berlin in under 8 hours and for less than 50 €, if you book early enough.”
We say: “For the nature. For the people. For you.” We don’t say: “We are saving the environment while bringing you to your destination.”
Be honest
Keep it real Write words that feel the real way of traveling, every time. Delight in making the traveling different. Find inspiration and optimism in the needs of our travelers. We say: “Travel with us fast and affordable wherever you want and additionally you can do your part on saving the environment.” We don’t say: “Environment friendly traveling for low price”
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Tone of voice
Never try too hard We’re easygoing and playful. We never shout or yell. We’re not flippant or dismissive nor overly jokey. We’re not smug either.
Tone of voice VEHO needs to speak with one voice, so we all need to write in a smilier way. Here are some guiding principles to use when writing for and over VEHO:
We say: “Emma (6) and Lotta (8) are happy, that their parents have time to read books with them while traveling instead of navigating and reading cards.” We don’t say: “Save time instead of exhausting driving and navigating”
Talk don’t tell Have a conversation with people. Speak one to one. Share ideas and thoughts. Don’t patronize or talk down. We say: “Welcome to your VEHO bus ride. We’re glad you have chosen to travel with us. Relax and enjoy our way together. “ We don’t say: “VEHO is the only way of traveling comfortable and relaxing. Try it!
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Typography
Typography
Swiss light abcdefghijklmnopqrstuvwxyz 1234567890 ABCDEFGHIJKLMNOPQRSTUVWXYZ #&é”@(§è!çà) Swiss bold abcdefghijklmnopqrstuvwxyz 1234567890 ABCDEFGHIJKLMNOPQRSTUVWXYZ #&é”@(§è!çà) Swiss light italic Professional publishing We have three typefaces for use in different situations - these will give our communications stand-out, consistency and thus recognizability. Our primary typeface for professional publishing is Swiss. It will give our communication a friendly, human tone. It’s different to our logotype but works well alongside it. We use it for the tagline and advertising headlines. There are many styles available of Swiss, so it can be used in many different ways and situations.
abcdefghijklmnopqrstuvwxyz 1234567890 ABCDEFGHIJKLMNOPQRSTUVWXYZ #&é”@(§è!çà) Swiss thin abcdefghijklmnopqrstuvwxyz 1234567890 ABCDEFGHIJKLMNOPQRSTUVWXYZ #&é”@(§è!çà) Swiss condensed bold abcdefghijklmnopqrstuvwxyz 1234567890 ABCDEFGHIJKLMNOPQRSTUVWXYZ #&é”@(§è!çà)
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Typography
Bembo regular abcdefghijklmnopqrstuvwxyz 1234567890 ABCDEFGHIJKLMNOPQRSTUVWXYZ #&é”@(§è!çà) Bembo Italic abcdefghijklmnopqrstuvwxyz 1234567890 ABCDEFGHIJKLMNOPQRSTUVWXYZ #&é”@(§è!çà) Bembo bold abcdefghijklmnopqrstuvwxyz 1234567890 ABCDEFGHIJKLMNOPQRSTUVWXYZ #&é”@(§è!çà) Body text Our secondary typeface is Bembo. It completes Swiss, and it is ideal for large amounts of text, detailed information and where space is limited. So we use Bembo for body copy in magazines and letters. We never use Bembo for our main message such as tagline or headlines. There are three weights of Bembo each with a roman and italic style.
Bembo bold italic abcdefghijklmnopqrstuvwxyz 1234567890 ABCDEFGHIJKLMNOPQRSTUVWXYZ #&é”@(§è!çà) Bembo semibold abcdefghijklmnopqrstuvwxyz 1234567890 ABCDEFGHIJKLMNOPQRSTUVWXYZ #&é”@(§è!çà)
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Typography
Helvetica Neue regular abcdefghijklmnopqrstuvwxyz 1234567890 ABCDEFGHIJKLMNOPQRSTUVWXYZ #&é”@(§è!çà) Helvetica Neue Italic abcdefghijklmnopqrstuvwxyz 1234567890 ABCDEFGHIJKLMNOPQRSTUVWXYZ #&é”@(§è!çà) Helvetica Neue bold abcdefghijklmnopqrstuvwxyz 1234567890 ABCDEFGHIJKLMNOPQRSTUVWXYZ #&é”@(§è!çà) Helvetica Neue bold light Online applications Our default typeface for on-screen viewing and printing from our desktops is Helvetica Neue . It is widely available, which will ensure consistency across all these types of communication. We do not use Helvetica Neue for any professionally-produced printed communications.
abcdefghijklmnopqrstuvwxyz 1234567890 ABCDEFGHIJKLMNOPQRSTUVWXYZ #&é”@(§è!çà) Helvetica Neue bold italic abcdefghijklmnopqrstuvwxyz 1234567890 ABCDEFGHIJKLMNOPQRSTUVWXYZ #&é”@(§è!çà)
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Stationery
Stationery
Letterhead, envelop, business card
Website
Contact
Adress
www.veho.de Tel. 09 345 45 21 Veho nv. Fax 09 344 45 22 Info@veho.be
Martelaarslaan 30 1000 Brussel
Name Surname Adressline Adressline 2
Your message from XX Month XXXX
Your ref. XX/XX/XXXX
Our ref. XX/XX/XX/XXXX
Date XX Month XXXX
Subject line
Veho nv. Martelaarslaan 30 1000 Brussel
Dear Mr. Name
Practical logo application It is important to show continuity in all published things for VEHO. That’s why we show some examples for the use of the logo in different surroundings. On office supplies, like envelopes, letters and business cards is always the main logo used. On the letter head are the stripes even used as a democratic element to separate the letterhead from the text. The business cards are available in all three main company colours, so it is easily recognizable in which department a person is working.
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Louise Verstringe Office manager
Fortis 290-0193373-73 • ING 393-0461200-54 • Ondernemingsnummer BE 0406.721.889 R.P.R. Dendermonde • Registratienummer 06.00.91 • Erkenning D 17/5- D18/5
Central administration Martelaarslaan 30 BE 1000 Brussels louise.verstringe@veho.be www.veho.de T +32 9 296 09 02
F +32 9 235 20 87
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Environmental design
Environmental design
Our buses
Our buses In the appearance of company-owned busses are also the three lines used as a decorative element. The busses are with that easily recognizable on streets and highways, even when the logo isn’t seen.
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Environmental design
Company cars
Company cars In a similar way than the busses are the company cars designed. The three stripes work as a decorative element to be recognized and the logo is placed on side doors, on the front and on the back.
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Environmental design
Bus stop
Bus stop The bus stop is designed in a unostentatious way. It shall adapt to the city surrounding, but still express our company character.
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Environmental design
Uniforms
Jasper
Jasper
Jasper
Our uniforms Also the appearance of drivers and personal shows the unity and consistency of VEHO. It’s a chemise with the logo on the collar and the name and the small logo on the front. We want a friendly and personel relationship to our travelers, that’s why we want them to call us with our forename, that’s why we show it there.
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Promotional materials
Promotional materials
Paper bags
Promotional material Here are shown some examples for promotional gifts, on this page you find an example for paper bags. These a100% recycled. They are only a small selection, many more is possible. It’s also feasible to have the logo here only in one colour or engraved. Allowed is what looks good and what expresses the company’s manner.
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Promotional materials
Pens, key-ring
Promotional material Here are shown some examples for promotional gifts, on this page you find an example for key-rings and pens. They are only a small selection, many more is possible. It’s also feasible to have the logo here only in one colour or engraved. Allowed is what looks good and what expresses the company’s manner.
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