SEC I INTRODUCTIO N Co ver Page
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WSF Brand Style Guide
SEC I INTRODUCTIO N Document Pur pose
The purpose of this document is to provide a visual guide to direct proper implementation of Washington State Ferries new visual assets that will ensure brand cohesion and consistency.
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WSF Brand Style Guide
The redesign is intended to modernize the look and feel of the company as well as to streamline customer interactions which will in turn broaden Washington State Ferries audience and expand ridership.
SEC I INTRODUCTIO N Ta ble of Co nt ent s
CONTENTS SECTION I INTRODUCTION 02: Document Purpose 03: Table of Contents 04: WSF Overview 05: Brand Attributes 03
SECTION II THE TOOLKIT 07: Color Palette 08: Color Combinations 09: Typography 10: Graphics 11: Primary Logos 12: Primary in Depth 13: Logo Do & Dont’s SECTION III APPLICATION
WSF Brand Style Guide
15: Company Stationary 16: Business Cards 17: Vessel Design 18: Wayfinding Icons 19: Wayfinding Signage 20: Tickets 21: Trifold Brochures 22: Route Specific Maps
SEC I INTRODUCTIO N WSF Over view
20 VESSELS
10 R OU T E S
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10. 5M V E HI CL E S
23M PA S S E NGE RS
WSF Brand Style Guide
Washington State Ferries has been operating under the Washington Department of Transportation since 1951 and is the largest ferry fleet in the United States. The WSF runs a total of 10 routes serving 20 terminals around the Puget Sound. Annually it carries approximately 10.5 million vehicles and 23 million passengers. Known as the only means of access to many remote islands throughout the area, the ferries cater not only to tourists but to commuters, commercial transport vehicles and local adventurers as well. The Washington State Ferries are a trusted Pacific Northwest institution that millions of people rely on continuously for their various transportation needs.
SEC I INTRODUCTIO N Brand At t ribut es
ICONIC CONNECTED RELIABLE
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WSF Brand Style Guide
PROMISE
POSITIONING
To foster a sense of trust and community where every passenger feels safe and welcome, we act with skillful knowledge to provide the highest level of reliability and comfort. We hold ourselves accountable for the steadfast timeliness of our vessels in order to deliver the very best transportation option.
For commuters and travelers, Washington State Ferries brings an affordable, worldclass water connection to public transit, offering comfort and dependability throughout the scenic Puget Sound Region.
SEC II T HE TOO L K IT Co ver Page
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T HE T OOLK I T
WSF Brand Style Guide
SEC II T HE TOO L K IT Co lor Palet t e
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CMYK : 60 . 0 . 24 . 0 RGB : 86 . 197 . 201 HEX : #56C5C9
CMYK : 60 . 0 . 24 . 0 RGB : 86 . 197 . 201 HEX : #56C5C9
CMYK : 91 . 80 . 0 . 0 RGB : 51 . 79 . 162 HEX : #334FA2
CMYK : 83 . 64 . 35 . 3 RGB : 68 . 97 . 130 HEX : #446182
CMYK : 100 . 91 . 35 . 30 RGB : 29 . 43 . 90 HEX : #1D2B5A
CMYK : 100 . 91 . 35 . 30 RGB : 29 . 43 . 90 HEX : #1D2B5A
NOTES
WSF Brand Style Guide
This is the primary color palette, all future and current Washington State Ferries assets will be composed of various combinations of these colors with the addition of white.
SEC II T HE TOO L K IT Co lor Co mbinat ion s
08
SEATTLE BAINBRIDGE ISLAND
SEATTLE BREMERTON
EDMONDS KINGSTON
MUKILTEO CLINTON
FAUNTLEROY SOUTHWORTH
FAUNTLEROY VASHON
SOUTHWORTH VASHON
PT. DEFIANCE TAHLEQUAH
PT. TOWNSEND COUPEVILLE
NOTES
WSF Brand Style Guide
Each WSF route has a designated two color combination that will act as leading colors for the bulk of collateral elements created for said route with the addition of other colors from the palette that will serve as accents.
SEC II T HE TOO L K IT Typog raphy
Helvetica Neue
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75 Bold
65 Medium
ABCDEFGHIJKLMNOPQ RSTUVWXYZabcdefghi jklmnopqrstuvwxyz012 3456789.,!?()@#$%&*
ABCDEFGHIJKLMNOPQ RSTUVWXYZabcdefghi jklmnopqrstuvwxyz012 3456789.,!?()@#$%&*
55 Roman
45 Light
ABCDEFGHIJKLMNOPQ RSTUVWXYZabcdefghi jklmnopqrstuvwxyz012 3456789.,!?()@#$%&*
ABCDEFGHIJKLMNOPQ RSTUVWXYZabcdefghi jklmnopqrstuvwxyz012 3456789.,!?()@#$%&*
Tracking: Increments of 25 Kerning: Optical Leading: Spacious NOTES
WSF Brand Style Guide
To keep typographic treatments clear, concise and uncomplicated only one typeface will be used throughout the branding for WSF. It can be used in any of these weights and styles depending on the context.
SEC II T HE TOO L K IT Gr aphics
SINGLE ELEMENTS Fill: Solid - 1 color or white Strokes: None Clear Space: 25% of height
SPECIFICS
Angles of Rotation: Un-Applicable # Per Composition: 1-3
Angles of Rotation: 0, 90, -90, 180 # Per Composition: 1-4
Angles of Rotation: 0, 90, -90, 180 # Per Composition: 1-3
Angles of Rotation: 0, 90, -90, 180 # Per Composition: 1-6 they can be grouped
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PATTERN ELEMENT Fill: None Strokes: As Seen Adjustments: None Clear Space: 25% of height # Per Composition: 1-4 must be tiled
NOTES
WSF Brand Style Guide
These graphics serve as elements to elevate the companies visual appeal while making a contemporary nod to the natural elements through use of basic shapes, interesting compositions and interrupting patterns.
SEC II T HE TOO L K IT Primary Lo go s
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NOTES
WSF Brand Style Guide
These are the primary WSF logos displayed in the brands core blue. One version is filled and the other is outlined. Both can be implemented with any of the palette colors
SEC II T HE TOO L K IT Primary in Dept h
LOGOS Fill: Solid - 1 color or white Strokes: None, logo is outlined Angles of Rotation: None
CLEAR SPACE Height: 0.42” Width: 0.4”
MARKER
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ICON Scale: When the logo is scaled down to 40% or smaller than its original size convert to icon. Same rules apply.
NOTES WSF Brand Style Guide
See page 12 for logo do and dont rules
SEC II T HE TOO L K IT L og o Do ’s & Do n t ’s
DO
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DONT
NOTES
WSF Brand Style Guide
The logo may not be bent, stretched, rotated or manipulated in any way. The logo may only be applied in brand colors.
SEC III APPLICATIO N Co ver Page
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A P PL I CATI ON
WSF Brand Style Guide
SEC III APPLICATIO N Co mpany St at io n a ry
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NOTES
WSF Brand Style Guide
Company stationary should evoke professionalism while being cohesive with client facing collateral. Colors can be interchanged.
SEC III APPLICATIO N Business Cards
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NOTES
WSF Brand Style Guide
Business card colors can vary as long as there are never more than two colors with the edition of white.
SEC III APPLICATIO N Vessel Desig n
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ISSAQUAH CLASS FERRY The ferry background color will always be white. Interchanging shapes, shape colors and color blocks is acceptable. The logo must always remain in the core WSF blue.
NOTES
WSF Brand Style Guide
This is an example of what a WSF vessel might look like. Incorporation of graphic elements is important as we strive to make the brand recognizable across platforms. The body of the ferry will always remain white.
SEC III APPLICATIO N Wayfinding Ico ns
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NOTES
WSF Brand Style Guide
The icons are cohesive with the rest of WSF’s visual library. They are clear and composed of simple geometric shapes. They may be displayed in white or in the Washington State Ferries core blue.
SEC III APPLICATIO N Wayfinding Sig na ge
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NOTES
WSF Brand Style Guide
Relevant iconography will be displayed at the top of the signs followed by the written word in English, Spanish and finally Chinese.
SEC III APPLICATIO N T icket s
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NOTES
WSF Brand Style Guide
Reference page 08 for appropriate color application. All necessary information should be displayed on the tickets in this manner with no deviation.
SEC III APPLICATIO N Trifold Brochures
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NOTES
WSF Brand Style Guide
Each trifold is composed of four sections: About, Activities, Map & Timetable. They are route specific, information to be interchanged accordingly. Reference page 08 for color combinations.
SEC III APPLICATIO N Rout e Specific M a ps
1-3 Seattle - Bainbridge Island Seattle - Bremerton Fauntleroy - Vashon
4-6 Mukilteo - Clinton Pt. Defiance - Talequah Fauntleroy - Southworth
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7-9 Southworth - Vashon Edmonds - Kingston Pt. Townsend - Coupeville
NOTES
WSF Brand Style Guide
These maps are indicative of one specific route. They are to be added into brochures as needed with no adjustments.