Graphics Standards Guide
Table of Contents
Identity Logo
8
Safety Area
9
Logo Misuse
10
Color 12 Use on Different Colors
13
Typography Primary Typogaphy
16
Secondary Type
18
System Type
19
Promotional Small-Size logo
22
Business Card
23
Envelope 24 Letterhead 25 Advertising 26 Web Imagery
27
Touch Points
28
iPad Interface iPad Application
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Introduction
To understand the function and value of Levrail’s identity, it is important to recognize that every organization has a specific public identity – an identity partly formed by the look of its printed materials, stationery, website, etc. Each element of communication contributes to the overall impression people have of the organization. When a company’s identification is cohesive, it helps to successfully foster the image being strived for. The use of a controlled method for design considerations had the added benefit of making design decisions faster, consistent, and cost-effective. The purpose of this manual is to explain the visual elements that define Levrail, and to illustrate their application. Many of the standards depend on relative size, proportion, and position. These have been developed through careful consideration of many factors, both functional and aesthetic. Adhering to the graphic design standards will ensure continuity, a high standard of quality, and a clear, consistent identity for Levrail.
The Levrail brand is constructed to give power and accessibility to its users. Reliable, fast, and comfortable transport from coast to coast give users the connectivity and control to excel in their fast-paced jobs and lives. Levrail enables users to stay connected with work, friends, family, and even hobbies.
Brand Overview
The goal of Levrail is to cater towards the highest caliber of business clientele. The theme of high-performance business must be apparent in all aspects of how Levrail represents itself and builds its employee culture. Business decision-makers rely on the proven ability of Levrail to transport people the fastest, while simultaneously allowing them to be the most productive en route. When companies choose Levrail, they know they are choosing the best-in-class for workers who are best-in-class. Our main tagline to be used as a theme for our communications is “redefining first.” These two words open the door for descriptors of everything that positively exemplifies Levrail’s quality: speed, class, performance, usability, and quality. Levrail is not to be viewed as superlative only in one area – instead it is superlative in all areas under it targets. “Redefining first” should not actually be written out in printed, commercial material, but should instead be used for commercials or online advertisement. Levrail’s separate internal departments do not currently have any accompanying text to define themselves.
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Identity
Logo Levrail’s logo has been designed to visually communicate the ideals of both a great travel company and big business: sturdy, efficient, and forward-leaning. The logo is comprised exclusively of tapering lines that mold to the shapes capital letters. The logo’s design illustrates fast and fluid, but controlled motion. When knocking out the logo, always make sure to use pure white. In publication usages please use an all black logo if possible. Proper use of the logo in varying applications is described in the following pages.
Safety Area To preserve Levrail’s logo integrity as an important brand, always maintain a safety area around the logo to ensure visibility and impact. Use the safety area zone between the symbol and other graphic elements such as type, images, and other logos to ensure it retains a strong presence wherever it appears. Where possible, allow even more space around the logo for increased visual impact.
x
1/4x
1/4x
1/4x
When the logo is used, the recommended safety area measures 1/4 of the width of the L.This allows the entire logo to be larger within its given area. Please be aware that there are exceptions such as when the address line is is aligned with the bottom of the symbol.
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Logo Misuse When using the logo on products, advertisements, and other printed materials, it is imperative that the logo constantly be treated the same way for the sake of consistency. Always be sure to maintain the proper proportions. Do not put the logo in a shape.
Do not stretch or skew the logo
Do not vary the letter heights
LEVRAIL Do not use the logo as a pattern
Do not make the logo a solid form
Do not use unapproved colors
Do not remove the logo’s rigidity
Do not apply a drop shadow
Do not use alternate shapes for the logo
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Color The use of color is an important part aspect of Levrail’s identity. Pure black or white are ideal for most scenarios. The color choice is meant to be used to create sharp contrast with its surroundings, and was chosen to be indicative of the color associations one has when thinking of high-end technology. When using the symbol on book spines the logo may be printed in black, white, or silver. The choice of color when used on a book is decided by the book designer in how to make the Levrail logo work best within the design of the book cover.The symbol should never be used in red, blue, green or any other distinctive color.
Pantone: 419PC, CMYK: 87/74/63/95, RGB: 0/0/0, Web: 000000
Pantone: 7450, CMYK: 0/0/0/72, RGB 105/106/108 Web: 696a6c
Pantone: ClGy6, CMYK: 18/11/8/23, RGB: 166/172/180, Web: a6acb4
Pantone: 877c, CMYK: 38/27/26/9, RGB: 133/136/140, Web: 999999
Pantone: White, CMYK: 0/0/0/0, RGB: 0/0/0, Web: ffffff
Usage on Different Colors Here are a few examples of the correct way to use the Levrail logo on different colors. It is imperative to maximize the contrast between the logo and the background for maximum visibility and impact.
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Typography
Primary Type Gotham Gotham is used primarily throughout the entire brand of the company. The font is used predominantly for headers and subheads in printed documentation. The font is used on the business cards and mainly featured on the website as the standard font for subheads. The font is additionally the basis of the logo’s structure.
Gotham (light) ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@#$%^&*()_?> Gotham (book) ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@#$%^&*()_?> Gotham (medium) ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@#$%^&*()_?>
Avenir 35 Light Avenir is predominantly used for body text for all publication and web application use. The size should stay at 10 for all usage of this font.
Avenir 35 Light ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyzv 1234567890!@#$%^&*()_?> Droid Sans (bold) ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@#$%^&*()_?>
Droid Sans (Bold) Droid Sans is used for display type in web and print publications. Droid Sans is a custom font to the company and can be found on our site.
Arial (regular) Arial is the preferred font choice for body copy on web and mobile applications.
Arial (regular) ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@#$%^&*()_?>
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Secondary Type Helvetica Neue Helvetica Neue is a flexible option for use on the web as body copy or for sporatic uses as display type. Helvetica Neue is additionally used in corporate documentation on occasion.
Helvetica Neue (Regular) ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@#$%^&*()_?> Helvetica Neue (Medium) ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@#$%^&*()_?>
System Type Futura
Futura (light) ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@#$%^&*()_?>
It is safe to assume that there will be computers that do not have our preferred typefaces on them. Should such an occasion arise, Futura is a system typeface that can replace Gotham as a display type.
Futura (light) ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@#$%^&*()_?> Futura (medium) ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@#$%^&*()_?>
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Promotional
Small-Size Logo When creating business cards, stationery, or any other application that requires the logo to be downsized significantly, use the modified version of the logo with thinner lines. The regular logo’s thicks do not translate as well as the alternate version at smaller sizes. Top: Business card logo Bottom: Regular logo
Stationery Suite Business Card
0.25”
3.5” x 2”
0.31”
0.22”
0.25”
Color: Black and White Type Specifications: Employee name and title in 9pt Gotham Medium. Employee contact information in 6pt Gotham Book. Exception: In cases where the email address is too long, the type may be set to 7pt.
1.31”
0.17”
0.34”
1.22”
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Envelope 4.125” x 9.5” 3/4”
2”
0.44”
1/4”
2.5”
Levrail 1234 Railroad ave Washington DC 20001
1”
Type Specifications: Return address in 9pt Gotham Light Italic. Mailing address in 18pt Gotham Light.
1/4”
5/8”
Color: Black and White
Randall Parrish 4450 Rivanna Way PMB 4575 Fairfax VA, 22030
Letterhead 8.5” x 11”
Color: Black and White Type Specifications: Address is set in 10pt Gotham Book.
Levrail 1234 Railroad ave Washington DC 20001
Electronic Letterhead: A Microsoft Word template with the logoand address line embedded, is available for use when an emailable letter is necessary or when printing in house
1/2 “
1/2 “
1/4”
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Advertising When using imagery for any promotional products, always make sure that the imagery is consistent with all promotional materials (ie: ads, website, commercials, print, etc.). With advertising in our current campaign, especially for areas that allow for more dynamic ads, utilize the motif of the flip-clock. The clock is a visual item that appeals to our older target demographic, and works especially well for interactive and web design by having the clocks adjust or speed up in real-time. For our current campaign, emphasize the speed of the train by showing with raw numbers how soon someone can be from A to B via Levrail. Keep all advertisements on steely, gray backgrounds with short, bold statements to emphasize speed. Keep the phrasing five words or less.
Web Imagery Image content on the web is pivotal, as many people’s first experience with Levrail will be not by riding the train, but through navigation of the company website. It is important imagery remains reflective of the company. When choosing imagery, aim for clean, indoor imagery of the train or the terminals. Do not show large outdoor environments, but instead focus on the clean, corporate-tailoring Levrail has towards business class customers. When showing the train, never show it holding still. Levrail prides itself in being the first train to trek from coast-to-coast in four hours, and thus does not wish for it to ever appear slow by showing the train in a static position.
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Touch Points Levrail’s promotional items are intended to be both identifying for the brand and verstaile enough for everyday use. Our two most popular items are iPhone cases and athletic t-shirts. Apple has much of the marketshare in smartphones for working professionals, thus making it likely we will have customers who will benefit from our cases. Our t-shirts are geared towards customers who exercise before or after work routinely. Studies show that a significant percentage of workers in management positions work out before going into the office. It is important that our touch points be sleek and indicative of our logomark, but not turn customers into billboards. The company’s sharp use of black and white should be reflective in tangible items given to customers to speak for the company, not the full logo. The intrigue of the design, and the pride people will feel when using our items is our free advertisement.
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iPad Interface
iPad Application Levrail’s iPad application is built for ease, functionality, and visual consistency with the brand. Visually, the same backgrounds from the current ad campaign are utilized, and iconography is darkened and beveled into the texture to create a more seamless visual. The application boasts many helpful features for clients, such as: using GPS to locate the nearest Levrail terminal, calling a cab for pickup and transfer to a Levrail station, and simple-touse ticket purchasing.
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