BRAND GUIDELINES fire island ferries brand identity standards
Fire Island Ferries is committed to respecting our customers, our crew and the natural environment we work in. Through our integrated health and safety, paired with quality environment management, we strive to provide you sustainable and enjoyable transportation. Through consistency and clarity in our branding, we aim to build trust with our customers.
mission statement
OPTIMISTIC RELIABLE INVITING tone & personality
Fire Island Ferries has been supplying safe, convenient and fast marine transportation services to Fire Island since 1948. The 30 minute trip is your gateway to sun, sand, surf, and most of all fun! We take our job seriously and appreciate the business of all customers. We hope to share a tone and personality that exudes optimism while remaining professional. As a transportation service we strive to be viewed as a reliable and trustworthy establishment.
logo full color and black and white
vertical logo
logo use alternate lockups
horizontal logo
The minimum clear space around the logo is equal to the height of the “fi� in the logo.
minimum sizing: 50px or 0.5 in
50px
logo use minimum sizing, clear space
NO
NO
NO
NO
do not distort or warp the logo in any way
do not create an outline or keyline around the logo
do not change the logo color or tone outside of established brand colors
do not use the logo in two different colors
logo unacceptable use
The brand’s primary colors of red and blue were chosen for their connection to the Fire Island Lighthouse. The red tone resembles the iconic red roof of the lighthouse, while the blue refers to the bright blue sky that often serves as a backdrop for pictures on the island.
color rationale
color primary palette
HEX ea6852
HEX 00abc8
CMYK 3, 73, 70, 0
CMYK 95, 2, 22, 0
HEX 2d2a26 CMYK 67, 64, 67, 68
RGB 234, 104, 82
RGB 0, 171, 200
RGB 45, 41, 37
PMS 7416 c
PMS 3125 c
PMS black c
HEX ffab4d CMYK 0, 43, 70, 0
HEX f5ea61 CMYK 6, 1, 76, 0
HEX 6abf4b CMYK 61, 0, 95, 0
HEX 416ba9 CMYK 80, 58, 7, 0
RGB 255, 172, 78
RGB 245, 234, 96
RGB 107, 193, 76
RGB 66, 108, 170
PMS 840 c
PMS 100 c
PMS 360 c
PMS 7683 c
color secondary palette
tints and tones of the primary colors may be used when appropriate
%
color additional applications
100
80
60
40
20
10
futura The brand typeface is futura. It should be used in the varying weights when appropriate. Bolder weights indicate headlines while lighter weights should be used for body copy.
typography primary and supporting typefaces
light
abcdefghijklm nopqrstuvwxyz
medium
abcdefghijklm nopqrstuvwxyz
bold
abcdefghijklm nopqrstuvwxyz
The imagery style for the company is based around the illustration rendering of the buoy present in the company logo. These illustrations should be simple, one color, with rounded edges. They may be used in any of the defined brand colors.These illustrations will be placed around the terminals and on board the vessels to help direct passengers with ease.
imagery style illustration
buoy, main company icon
life preserver
downstairs
upstairs
Images should be bright with an authentic, clean presence. Image filters should be used minimally. Copy should be friendly and exciting and follow the brand’s personality guidelines. Overall, aim for consistency in appearance and tonality of posts across media channels.
social media
letterhead, envelope, business cards
There are different options for business cards depending on their purpose. The red card presents the company as a whole, while the blue card would be used for a company employee.
business cards additional options
A map system has been devised to make the fire island ferry travel visually understood. These maps will be printed and available for passengers to take while at the ferry terminal. A digital version of the map will also be available on the ferry website.
map system
ONE WAY valid for all main terminal departure towns
expires 05.01.21
print ticket
ticketing
mobile ticketing
mobile app icon
mobile interface
If you are having trouble with anything in this guide, are missing brand elements from the brand package, or are unsure your communication best represents the Fire Island Ferry brand, please contact us at thebrand@fiferries.com.
THANK YOU closing & contact