Dean Transportation Corporate ID/Brand Standards Manual

Corporate Identity Standards Manual

Introduction

Over 50 Years in School, Charter and Transit Transportation!

Dean Transportation proudly transports nearly 25,000 individuals daily throughout the Midwest. By partnering with school districts, public transit agencies, and local universities, Dean has become a foremost leader in pupil transportation. As a proud Michigan business, Dean Transportation continues to help redefine transportation opportunities throughout the state, specifically for individuals with disabilities.

A strong brand identity, consistently applied, will convey professionalism, longevity, and viability of our message.

This manual has been developed to help staff ensure that the Dean Transportation corporate identity is consistently applied.

Please contact us with your questions:

Dean Transportation, Inc.4812 Aurelius RoadLansing, MI 48910

517.319.8300 Phone517.319.8385 Fax

deantransportation.com

This manual contains guidelines about:

• How to use the Dean Transportation corporate and division Logos

• Prohibited uses and alterations of the Dean Transportation corporate identity

• How to use color

• How to use typography

1.0 Logotype

Description of the Dean Transportation logotypes

The Dean logotype is composed of unique letter forms derived from the Brush Script type family, which is a type style based on informal handwritten letter forms.

The support type which renders the terms “Transportation”, “Trailways”, “Schoolbus” and “Black Car” is set in Myriad Pro Black Italic, all caps. The baseline of the type is level with the bottom of the lower “swoosh” of the logo.

Division-specific colors are assigned to the “swoosh” graphics for divisional logotypes: green (PMS 348) for Transportation, gold (PMS 131) for Schoolbus, gray-green (PMS 443) for Black Car, dark green (PMS 567) for Trailways.

The logotype and its letter forms must never be altered or re-proportioned in any way.

Only the approved digital files specified in this manual should be used for print and digital output.

1.1 Logo Use Guidelines

Dean Transportation (Corporate) Logo

The Dean Transportation corporate logo should be used on all print and web materials that are promoting the Dean Transportation corporation as a whole.


Dean Schoolbus Logo

The Dean Schoolbus logo should be used only for print and web materials that are concerned with Dean Transportation’s school bus programs.


Dean Black Car Logo

The Dean Black Car logo should be used only for print and web materials that are promoting Dean Transportation’s executive transportation division, Dean Black Car.


Dean Trailways Logo

The Dean Trailways logo should be used only for print and web materials that are concerned with Dean Transportation’s Trailways partnership division.

1.2 Logo Placement Guidelines

The logo must always be placed on a page or in a container in a consistent manner.

The distance “Z” is defined as the measurement from the top of the first horizontal element of the “swoosh” below the letters “ean” to the bottom of the second horizontal element below the letters “ean” in the logotype.

The distance “Z” is the minimum margin of distance the logo should have between any of its edges (top, right, bottom, or left) and the outer edge of a page or container.

In certain extreme circumstances where space is at a premium, this distance may be reduced to “½ Z”, but this exception should be used sparingly.

1.3 Logo Color Guidelines

Acceptable Color Standards

4-color logo.2-color (spot) logo.

This is the preferred version of the logo and should be used whenever technical or aesthetic conditions do not prevent its use.

Example: Use this version when using 4-color process or digital reproduction.

4-color logo for use on dark backgrounds.2-color (spot) logo for use on dark backgrounds.

This is the version of the logo to use whenever technical or aesthetic conditions require that the logo be placed on a dark background.

Example: Use this version when using 4-color process or digital reproduction and you need to place the logo on a dark background.


Acceptable Grayscale Standards

Grayscale logo.

This is a less preferred version and should be used when only one ink color is available and the printing process supports the use of screens or percentages of the color used.

Example: Use this version when using 1-color reproduction.

Grayscale logo for use on a dark background.

This is a less preferred version and should be used when only one ink color is available, the printing process supports the use of screens or percentages of the color used, and the logo must be placed on a dark background..



Acceptable Black and 1-color Reversed-Out Standards

1-color (all Black) logo.

This is the least preferred version and should be used when only one ink color is available and the printing process does not support screens or percentages of the color used.


1-color (all white) logo.

This version should be used when only one ink color is available and the logo must be placed on a dark background


1.4 Prohibited Uses

How not to use the logo

Do not place the logo on a patterned or textured background.

Do not alter the layout of the logo or re-proportion all or portions of it.

The logo should not be placed on an irregular photographic background which reduces legibility.

Do not place the positive logo on a dark background.

Do not place the logo on a split-field or multi-colored background.

1.4 Prohibited Uses

How not to use the logo

Do not place a border or enclosure around the logo.

Do not screen the logo.

Do not outline the logo or portions of the logo.

Correct use of the logo.

Do not alter the letter forms in the logotype.

Do not alter the colors or graphic elements in the logo.

Do not add graphic elements to the logo.


Print (CMYK) and Web (RGB) Color Breakdowns

Pantone 348 (Corporate) color breakdowns for print (CMYK) and web (RGB) use.

Pantone 131 (Schoolbus) color breakdowns for print (CMYK) and web (RGB) use.

Pantone 443 (Black Car) color breakdowns for print (CMYK) and web (RGB) use.

PMS 348

PMS 131

PMS 443

100%

0%

12%

0%

32%

0%

0

231

166

85%

100%

12%

135

166

180

24%

9%

30%

82

20

172

Pantone 567 (Trailways) color breakdowns for print (CMYK) and web (RGB) use.

PMS 567 82%

0%

21

64%

62

70%

53

2.0 Typography

Copy in Dean Transportation’s corporate materials is to be set in one of the variants of the Myriad Pro typeface.

Myriad Pro Light

ABCEDFGHIJK LMNOPQRS T UV W X Y Z

abcedfghi jk lmnop qrs tuv w x y z

123456789 0

Myriad Pro Light Italic

AB CED FGH IJ K L M N O P Q RS T U V W X Y Z

a b ce d fg h i j k l m n o p q r s t u v w x y z

123 456789 0

Myriad Pro Regular

ABCEDFGHIJK LMNOPQR S T UV W X Y Z

ab ce dfghi jk lmnop qr s tuv w x y z

123456789 0

Myriad Pro Italic

A B C ED FG H I J K L M N O P Q R S T U V W X Y Z

a b ce d fg h i j k l m n o p q r s t u v w x y z

123 456789 0

Myriad Pro Black

AB C E D FG H I J K L M N O P Q R S T U V W X Y Z

a b c e d f g h ij k l m n o p q r s t u v w x y z

123 4 5 678 9 0

Myriad Pro Bold

ABC E D FG H I J K L M N O P Q R S T U V W X Y Z

a b ce d f g h ij k l m n o p q r s t u v w x y z

123 45678 9 0

Myriad Pro Semibold

ABCE D FG H I J K L M N O PQ R S T U V W X Y Z

ab ce d f ghijk lmnop qr s tu v w x y z

123456789 0

Myriad Pro Bold Italic

A B C E D FG H I J K L M N O P Q R S T U V W X Y Z

a b c e d f g h i j k l m n o p q r s t u v w x y z

123 4 5 678 9 0

Myriad Pro Semibold Italic

A B C E D FG H I J K L M N O P Q R S T U V W X Y Z

a b ce d f g h i j k l m n o p q r s t u v w x y z

123 45678 9 0

Myriad Pro Black Italic

A B C E D F G H I J K L M N O P Q R S T U V W X Y Z

a b c e d f g h i j k l m n o p q r s t u v w x y z

123 4 5 678 9 0

3.0 Photography

Dean-specific stock images are available upon request from Engine Creative LLC.

4.0 Correspondence Templates

Letterhead, Fax, Press Release

Microsoft Word letterhead templates have been custom-designed for Dean Transportation corporate and division documents. These templates are to be used for letters, fax transmittals and press releases.

Date

Salutation,

Body of letter body of letter body of letter body of letter body of letter body of letter body of letter body of letter body of letter body of letter body of letter body of letter body of letter body of letter body of letter body of letter body of letter body of letter body of letter body of letter body of letter body of letter body of letter body of letter body of letter body of letter body of letter body of letter body of letter body of letter body of letter body of letter body of letter body of letter body of letter body of letter body of letter body of letter body of letter,

B body of letter body of letter body of letter body of letter body of letter body of letter body of letter body of letter body of letter body of letter body of letter body of letter body of letter body of letter body of letter body of letter body of letter body of letter body of letter body of letter body of letter body of letter body of letter body of letter body of letter body of letter body of letter body of letter body of letter body of letter body of letter body of letter body of letter body of letter body of letter body of letter body of letter body of letter body of letter body of letter body of letter body of letter body of letter body of letter body of letter body of letter body of letter body of letter body of letter body of letter body of letter body of letter body of letter body of letter body of letter body of letter body of letter body of letter body of letter body of letter body of letter body of letter body of letter body of letter body of letter body of letter body of letter body of letter body of letter body of letter body of letter body of letter body of letter body of letter body of letter body of letter body of letter body of letter body of letter body of letter body of letter body of letter body of letter body of letter body of letter body of letter body of letter body of letter body of letter body of letter body of letter body of letter body of letter body of letter body of letter body of letter body of letter

Sincerely,

Name

Title

ColorsLogo - Positive

Logo - Reversed

Typography

5.0 Quick Reference

PMS 348 TRANSPORTATION

PMS 131 SCHOOLBUS

PMS 443 BLACK CAR

PMS 567 TRAILWAYS

Myriad Pro Light

Myriad Pro Light Italic

Myriad Pro RegularMyriad Pro Italic Myriad Pro SemiboldMyriad Pro Semibold ItalicMyriad Pro BoldMyriad Pro Bold ItalicMyriad Pro BlackMyriad Pro Black Italic

Documents

Dean Transportation Corporate ID/Brand Standards Manual