Identity Guidelines by Ned Semoff

TRANSPORT LOGO AND BRANDING GUIDELINES “WE HERD YOU NEED A RIDE”

TRANSP ORT

MISSION STATEMENT Buffalo transportation is a quick reliable service that is easy to book without calling and is located everywhere in Buffalo so customers only have to wait a short period of time after booking to receive a taxi.

TABLE OF CONTENT

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Positioning Methodology Logo Alterations Typography Motifs Vehicle Design Uniforms Stationary Photographic Theme App Website Alternative Ads Building Layout Commercial

BUFF TRANSPORT BRANDING GUIDELINES

POSITIONING METHODOLOGY COLORS & USAGE The Buff Transport logo must have a half inch space on all sides to ensure enough room. The logo has many parts and it is important that it does not look to cluttered. The red is used to represent drive, energy, and adventure. The blue is used for confidence, security, and calmness. The mixture between the two allow a balance for the eye and creates a consistent feel to the company. With so many parts and strong colors make sure the logo is positioned correctly.

1.0

PANTONE DS 210-1 C

TRANSP ORT .5

PANTONE 615 C

PANTONE 445 EC

TRANSP ORT PANTONE DS 120-1 C

BUFF TRANSPORT BRANDING GUIDELINES

LOGO ALTERATIONS THE DO & DONâ&#x20AC;&#x2122;T With so many parts to the logo it is really easy to take parts out or condense the parts. The logo works both in full color and black and white. Do not get rid of any part of the logo. It is a long horizontal logo and it should not be squeezed to fit any area. The colors should not change based on season and they should always stay the same. There are some smaller checkered patterns in the logo and they should not be take away when shrunk to a smaller size.

TRANSP ORT

B FF TRANSP ORT

DON’T CHANGE HORN

B FF TRANSPORT

DON’T RESIZE

B FF B TRANSP ORT

NOT SOLID COLOR ONLY SOLID BLACK

TRANSP ORT

DON’T GET RID OF PATTERN 4

BUFF TRANSPORT BRANDING GUIDELINES

TYPOGRAPHY TYPE STYLES FOR PRINT AND WEB Avenir and Perpetua are the fonts used for all printed and web materials. The purpose of the fonts are to create a clean and bold image and have a clear message. No other typefaces should be used when creating material unless the company is partnering with another business. There is no restriction for type size but it must be legible. As seen throughout the book the fonts used are assigned specific roles when presenting information. Color can be used with the type and no type should ever be outlined.

Aa Aa

AVENIR

The purpose of this font is to create a clean and modern feel but also create clear and bold headlines. This font is used for both print and web based design. It can be used for short body text but it should mostly be used for headlines

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 123456789!@#$%^&*()

PERPETUA

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 123456789!@#$%^&*()

The purpose of this font is for printed body text. It creates a friendly and warm feeling and allows for large amount of text to be read clearly.

Aa Aa Aa

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 123456789!@#$%^&*()

BUFF TRANSPORT BRANDING GUIDELINES

MOTIFS & SLOGAN SYMBOLS USED THROUGHOUT COMPANY The usage of checkered throughout the company is used to symbolize fast, quickness, and speed. Checkered is used in a few symbols for the company. Each symbol is used for web/app design and also transfers over to the interior of the cab. Later in the book it will be more noticeable of how these symbols will be more played out. These symbols are used to create functionality for the customer when dealing with the Buff Transport. The slogan is a funny spin with words and relates to buffalos and how they move in herds.

WE HERD YOU NEED A RIDE

TAXI FARES

TAXI FINDER

ACCOUNT

CALL

X OFF DUTY

OCCUPIED OFF DUTY 8

BUFF TRANSPORT BRANDING GUIDELINES

WE HERD YOU NEED A RIDE!

716-839-9090

TRANSPORT

VEHICLE DESIGN EXTERIOR

The idea of modern, professional, efficiency, and reliability all come to mind when looking at the Buff Transport vehicle. These SUVâ&#x20AC;&#x2122;s can handle any weather that comes at it. The modern looking vehicle creates a safe environment for the customer and also attracts customers to use the service. The vehicle has contact information located on all sides and can be seen from a far distance. This vehicle will definitely stand out once the first snow fall comes around.

WE HERD YOU NEED A RIDE!

716-839-9090

WE HERD YOU NEED A RIDE! 716-839-9090

716-839-9090 WE HERD YOU NEED A RIDE!

BUFF TRANSPORT BRANDING GUIDELINES

CLOTHING DESIGN WORKER OUTFITS To stay along the lines of professionalism the workers will also be held to a even higher standard. All employees are required to wear either of the two provided uniforms. Based on the season different apparel will be provided to ensure the workers are wearing the appropriate attire inside the vehicle. The uniforms play along with the logo and are nice enough to wear outside of the taxi.

B FF

TRANSPORT

WE HERD YOU NEEDED A RIDE! 716-839-9090

BUFF TRANSPORT BRANDING GUIDELINES

STATIONARY LETTER HEAD, BUSINESS CARDS, ENVELOPES Mailing will be used for any formal business and the envelopes create a fun play with the logo. The business cards are a resource for both the company and the driver. The more business cards given out the better the opportunity for the driver to receive more business. After ten rides the customer will receive the first ten miles free during their eleventh ride. This creates a long term relationship with the company and the customer. Business cards will be stamped not hole punched.

210 Queen Drive Buffalo, NY 14261 (716) 877-5600

Ned Semoff Driver

November 5, 2012

304 Queen Court Buffalo, NY 14261

Buff Transport

Phone: (716) 709-2390 Email: Ned.Semoff@Bufftransport.com

Re: Employment

www.bufftransport.com

To Whom This May Concern I am writing in reply to the classified ad seeking to fill the position of driver for Buff Transport.

B FF

I have grown up in Buffalo and I understand the need for strong drivers during the bad weather months. I have also experienced, first-hand, what it is like to be a taxi cab driver in NYC. During my career as a driver I was elected Chairman of the Executive Board which sat as the unionâ&#x20AC;&#x2122;s representatives to the apprenticeship advisory board. In this capacity I was able to be an effective advisor to apprentices who were experiencing driving problems which threatened their future in the industry; especially to older apprentices who were seeking a career change and had problems adjusting to the obligations of work, school and family life. I believe my educational background in nontraditional post-graduate education and my work related duties of counseling and advising workers enrolled in learning programs qualifies me for consideration for the position of driver. I look forward to discussing how my skills can be of value to Buff Transport as it prepares to move into the new year.

TRANSPORT

WE HERD YOU NEEDED A RIDE 1

2 6

3 7

4 8

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RIDE WITH US 10 TIMES AND GET THE 11TH RIDE FOR FREE NOTE: GET THE FIRST TEN MILES FREE

Sincerely, Ned Semoff

BUFF TRANSPORT BRANDING GUIDELINES

PHOTOGRAPHIC THEME ADS AND POSTERS The images used for Buff Transport are suppose to represent a young a vibrant image of Buffalo. Images of the vehicle will be in every advertisement and the slogan will be used on the images. The company encourages customers to upload images of themselves either in the cab or if they see a cab. Creating both a viral and printed form of advertising. The aged look to all the pictures creates current feel since so many people are now using apps such as instagram.

WE HERD YOU NEED A RIDE

BUFF TRANSPORT BRANDING GUIDELINES

APP FUNCTION The purpose of the app is to allow the customer to book a trip at anytime and at any location. The app is broken down into “pick me up now” or “pick me up later.” If you plan to be picked up right away the app will track the closes drivers in the area and they will be ranked based on availability. If you want to be picked up later you can fill out a quick form. When the driver is coming a map, along with the driver and cab info will appear on the app. At the bottom will be a tracker to keep track of where the driver is at all times. There is special feature on the app which will allow you to put your phone into the air and it will show you where all the current drivers are in the area.

BUFF TRANSPORT BRANDING GUIDELINES

WEBSITE FUNCTION 19

The purpose of the website is to provide all the information about the company which the app does not provide. Customers can still book trips on the website but they can also get more specifics. Features such as taxi fare calculator, twitter live feed, and email special deal sign ups are just a few additions on the site. It creates a fun and interactive way to view the company and also provide all the need to know information that they are looking for when finding a reliable taxi company.

BUFF TRANSPORT BRANDING GUIDELINES

ALTERNATIVE ADS EMAIL CAMPAIGN Another source of advertising Buff Transport will be monthly deals to target different groups of people at different times of the year. On the right is an example of email which will be sent out when most college students are planning trips home and need a ride to the airport. Another example will be opening/closing weekend at school. When different events take place downtown such as hockey games, bar crawl, Shea theater shows the company will create specific deals which will encourage people to use Buff Transport. This also encourages people to sign up on the website for the email deals.

TRANSPORT

COLLEGE DEALS Search or Address

202 University at Buffalo

PICK ME UP NOW

FUTURE PICK UP

USE BUFF TRANSPORT FOR THE HOLIDAYS

20% OFF WITH VALID SCHOOL ID VALID THROUGH JANUARY 2ND

HOME

PICK ME UP LATER

Pick Up Drop Off

SUBMIT

HERD UP THE BAGS & RIDE WITH US TO THE AIRPORT Phone: (716) 839-9090 Email: www.bufftransport.com 22

BUFF TRANSPORT BRANDING GUIDELINES

BUILDING LAYOUT MAIN HEADQUARTERS Even though the company is based centrally through taxis it is also important that there are a few locations for people to create appointments face to face. These buildings will serve as an office and also a place for taxis to be stored. There is a waiting lounge for people to relax in if they decide to book an appointment or they just want to hang out. The building will also serve as a place for workers to come and relax and allow for professional customer service. A happy work place creates a happy customer.

BUFF TRANSPORT BRANDING GUIDELINES

COMMERCIAL ANIMATED LOGO The checkered pattern will zoom out onto the page and in the background there will be the sound of a car driving. As the checkered pattern parks the horns will come steering onto the page. The horns will shrink like it is being honked and the Buff will appear. As the horn is complete the transport part of the logo will drive onto the page. It is a fun way to make the logo come to life and have some fun.

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NED SEMOFF FALL 2012