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Spirit Guide Version 4 14th July 2016
2
Introduction
Spirit Guide Introduction
Introduction This Spirit Guide is designed to help and assist you in your marketing communications. It is important that we only communicate as one brand to ensure complete consistency. If you need any help concerning the use of these guidelines, please contact the West Midlands Railway marketing team.
West Midlands Railway Marketing Support
Tel: +44 (0)121 XXX [email protected]
Oliver Dew Tel: +44 (0)121 713 [email protected]
Ian Sedgwick Tel: +44 (0)121 713 [email protected]
McCann
Brand Footprint
Spirit Guide Brand Footprint
WMR Brand Footprint
Means...
A train service designed for the region: proud to be serving the region
An enabler of success:proud to be bettering the region
An inspiring regional beacon: proud to be celebrating the region
10
Is... Likeminded Vitality
Awe-inspiring
Logo Overview
12Spirit Guide Section 1 Logo Overview
Logo OverviewThe West Midlands Railway logo is a contemporary twist on the heritage monogram. A mark that is set in the West Midlands, with strong reference to its past through the use of typography and colour, but is also immediately identifiable as rail with it’s strong directional graphic approach. Its type colour and junction like design reference its rail and West Midlands heritage but doesn’t dwell on it, it’s a flexible modern identity for the modern commuter.
The logo consists of two parts, the ‘Wordmark’ and the ‘Mark’ which is made up of the coming together of the new and old, in the form of ‘W’ and ‘M’. The ‘Mark’ can be used separately, but the ‘Wordmark’ should always appear with the ‘Mark’.
In most cases the logo should be kept together, but in some unique cases as highlighted in these guidelines, the ‘Mark’ can be used separately from the ‘Wordmark’.
IMPORTANT:The logo should never be recreated, amended or distorted.
The Mark
Landscape Logo
The Logo
The Minimum Size
25mm
The landscape version is primarily used for livery
File name: WMR MASTER LOGO.ai
File name: WMR MASTER LOGO LANDSCAPE.ai
65mm
13Spirit Guide Section 1 Logo Overview
Logo Exclusion ZonesTo ensure that there is no visual interference with the West Midlands Railway logo, a minimum clearance zone has been applied and should be followed at all times.
Below is a breakdown of how this zone is implemented.
Measurement unitFor fast accurate measurements we use the ‘WMR Triangle’ as shown above.
The exclusion zone is shown here using the ‘WMR Triangle’.
Colour logo with exclusion zone
The exclusion zone is shown here using the ‘WMR Triangle’.
Landscape colour logo with exclusion zone
EXCLUSION ZONE
EXCLUSION ZONE
14Spirit Guide Section 1 Logo Overview
Logo Variations and ColoursThere are four variations of the logo which should cover all aspects of design needs. Where possible the full colour version should be used.
Full colour Black & White
Reversed White and orange
File name: WMR MASTER LOGO.ai File name: WMR MASTER LOGO_BLACK.ai
File name: WMR MASTER LOGO_WHITE_ORANGE.aiFile name: WMR MASTER LOGO_WHITE.ai
15Spirit Guide Section 1 Logo Overview
Logo Dos and Don’tsDistortion To maintain brand strength the logo should be kept in its original format. Any distortion will only weaken the brand. Below are examples of logo distortion which must not be used.
Squash on the horizontal Squash on the vertical
Rotate Shear the angle
X
X
X
X
16Spirit Guide Section 1 Logo Overview
Logo Dos and Don’tsColour Maintaining the correct colour combinations of the logo is key to the strength and continuity of the brand.
Using the existing colour palette in the wrong combination
Using solid colours for mono variants
Mixing new colours with brand colours Using completely new colours
X
X
X
X
17Spirit Guide Section 1 Logo Overview
Logo Dos and Don’tsTypography The logo is supplied in two versions and only these two should be used. The logo must not be adjusted typographically in any way. Further department names or departments should not be added to the logo itself.
Covering the ‘Mark’ with graphics or typography
Adding typography to the ‘Wordmark’
Staggering the type Re-aligning the ‘Mark’ and ‘Wordmark’
X
X
X
X
Tickets
Tickets
Typography
20Spirit Guide Section 2 Typography
Our Main FontThe primary font is used in most cases and always for body copy and sub-headings.Foundry Sans has an extensive family of weights, but the three main weights WMR use are Roman, Demi and Bold. In some cases further family members can be used if appropriate at the time.
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 !@£$%^&*()-=[];’\,./_+{}:”|<>?
Foundry Sans Roman
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 !@£$%^&*()-=[];’\,./_+{}:”|<>?
Foundry Sans Demi
Primary typeface
Foundry Sans
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 !@£$%^&*()-=[];’\,./_+{}:”|<>?
Foundry Sans Bold
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 !@£$%^&*()-=[];’\,./_+{}:”|<>?
Foundry Sans Roman Italic
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 !@£$%^&*()-=[];’\,./_+{}:”|<>?
Foundry Sans Demi Italic
21Spirit Guide Section 2 Typography
Heritage FontFoundry Form Serif has been introduced to be used with the heritage achievements and Sans with the contemporary side of achievements.
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 !@£$%^&*()-=[];’\,./_+{}:”|<>?
Foundry Form Serif Book
Secondary typeface
Foundry Form Serif
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 !@£$%^&*()-=[];’\,./_+{}:”|<>?
Foundry Form Serif Bold
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 !@£$%^&*()-=[];’\,./_+{}:”|<>?
Foundry Form Serif Book Italic
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 !@£$%^&*()-=[];’\,./_+{}:”|<>?
Foundry Form Serif Bold Italic
22Spirit Guide Section 2 Typography
Fonts UsageThe headline copy should be 3 times the size of the body copy minimum, and the sub-headline is 1/2 the size of the body copy.
Use the sub-headline Cap height without ascender height to measure the space between headline and sub-headline.
Likewise use the Cap height from the body copy to measure the distance between the sub-headline ascender to the body copy Cap height.
Example of primary type usage
Lorem ipsum dolor sit amet, consectetur adipiscing elit. Mauris laoreet, turpis sed blandit tincidunt, tortor massa viverra enim, non hendrerit nisi augue ut sapien. Pellentesque nec velit efficitur, gravida risus vitae, laoreet magna. In at commodo ante. Quisque viverra lorem felis, sodales mattis urna fermentum vitae. Suspendisse ac interdum velit, dictum ultricies ante. Aliquam neque ex, volutpat sed tellus at, consequat scelerisque nulla. Suspendisse quis mi ante. Donec in velit odio. Vestibulum vestibulum lacus in lorem fermentum congue. Morbi vitae sodales magna.
Headline with highlighted wordsSub-headline
Foundry Sans Normal 10/12pt
Foundry Sans Demi 15/17pt
Foundry Form Serif Book and Bold 30/34pt
Example of heritage type usage
Sub-headlineText
Lorem ipsum dolor sit amet, consectetur adipiscing elit. Mauris laoreet, turpis sed blandit tincidunt, tortor massa viverra enim, non hendrerit nisi augue ut sapien. Pellentesque nec velit efficitur, gravida risus vitae, laoreet magna. In at commodo ante. Quisque viverra lorem felis, sodales mattis urna fermentum vitae. Suspendisse ac interdum velit, dictum ultricies ante. Aliquam neque ex, volutpat sed tellus at, consequat scelerisque nulla. Suspendisse quis mi ante. Donec in velit odio. Vestibulum vestibulum lacus in lorem fermentum congue. Morbi vitae sodales magna.
HeadlineSub-headline
Foundry Sans Normal 10/12pt
Foundry Sans Demi 15/17pt
Foundry Sans Demi 30/34pt
Sub-headlineText
Headline is: 2x Sub-headline 3x Body copySub-headline is: 1.5x Body copy
23Spirit Guide Section 2 Typography
Fonts OnlineAll online font usage should be Verdana, and the same rules apply as with the primary font usage.
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 !@£$%^&*()-=[];’\,./_+{}:”|<>?
Verdana Roman
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 !@£$%^&*()-=[];’\,./_+{}:”|<>?
Verdana Bold
Online typeface
Verdana
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 !@£$%^&*()-=[];’\,./_+{}:”|<>?
Verdana Italic
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 !@£$%^&*()-=[];’\,./_+{}:”|<>?
Verdana Bold Italic
Colour
25Spirit Guide Section 3 Colour
Colour PaletteThe West Midlands Railway brand and feel is based around the industrial heritage. This is reflected in the colours which originate from a Victorian palette and given a modern edge. Most of the work done for WMR will use the primary colours.
WMR Orange
WMR Grey
Primary colours
CMYK C: 2 M: 56Y: 100K: 0
RGB R: 240 G: 136B: 33
Pantone 151C
CMYK C: 30 M: 22Y: 17K: 57
RGB R: 117 G: 120B: 123
Pantone Cool Gray 9
Web f08821
Web 5f6369
75% 50% 25%
75% 50% 25%
Preferred percentages of the primary colours
WMR Purple
CMYK C: 87 M: 97Y: 8K: 49
RGB R: 63 G: 42B: 86
Pantone 669C
Web 3f2a56
75% 50% 25%
RAL 2003
RAL 7015
RAL 5004
NOTE: RAL colours need checking
26Spirit Guide Section 3 Colour
Secondary ColoursThe secondary palette has been created to allow for a broader range of official colours within design collateral. The industrial heritage is also reflected in the colours which originate from a Victorian palette and given a modern edge.
WMR Red
CMYK C: 2 M: 97Y: 85K: 7
RGB R: 203 G: 51B: 59
Pantone 1797C
Web cb333b
75% 50% 25%
WMR Purple
CMYK C: 40 M: 100Y: 10K: 26
RGB R: 131 G: 0B: 101
Pantone 2425C
Web 830065
75% 50% 25%
WMR Green
CMYK C: 27 M: 0Y: 100K: 3
RGB R: 181 G: 189B: 0
Pantone 390C
Web b5bd00
75% 50% 25%
WMR Blue
CMYK C: 59 M: 0Y: 22K: 0
RGB R:45 G: 204B:211
Pantone 319C
Web 2dccd3
75% 50% 25%
WMR Teal
CMYK C: 82 M: 34Y: 49K: 24
RGB R: 51 G: 112B: 121
Pantone 2213C
Web 337079
75% 50% 25%
Strapline and Voice
28
Strapline
File name: WMR_strapline.ai
Spirit Guide Section 4 Strapline and Voice
StraplineThe strapline encompasses the brand personality and the belief in the West Midlands area and its people. The kerning and tracking of the strapline have been set. So the strapline should not be typed out, instead use the highlighted file.
Strapline sizing Strapline positioning
The ‘strapline’ will never be less than one and a half the length of the logo.
The strapline should always be a minimum of the length of the ‘strapline’ away from the logo and height of the logo below.
29Spirit Guide Section 4 Strapline and Voice
Tone of VoiceWhat we say is important and how we say it matters too. It’s how we deliver our messages in a credible way, so people do believe that we’re of the region, for the region and that they do feel inspired by our brand. So whether that’s through our social content, the partners we associate with, or a platform poster, we always use a consistent tone of voice that’s shaped by three key attributes that reflect the spirit of industriousness, which makes West Midlanders proud to be part of the region:
Our tone is direct, honest and to the point, with a refreshing absence of waffle and hype. Our conversational style makes us open and genuine. There are real people behind our words.
Our tone celebrates the West Midlands, its people and its spirit of innovation and industry. We reflect that spirit in everything we do - and everything we say.
Our tone is upbeat, optimistic and inspiring. Our energy shines though in the positive language we use. We can and we do. We make positive things happen.
We are down to earth
We are celebratory
We are energetic
Imagery and Graphical Elements
31Spirit Guide Section 5 Imagery and Graphic Elements
Imagery and Graphical ElementsThere are two key audiences: customer and corporate-facing. This section discusses the corporate-facing graphic.
Brand graphic image Percentage of usage
50% 25% 20% 5%
The above diagram shows the maximum colour that can be used with the metallic, white or background. The metallic is only used as actual brushed metal on livery or signage.
This graphic can be used in many different ways, as long as the point is always in view. Above is an example cropping. The graphic can also be rotated in 90°, but not at any other angle.
Brand graphic options
File name: WMR_brand graphic device.ai
Creative Collateral
39Spirit Guide Section 6 Creative Collateral
Corporate facing collateralPosters Corporate-facing collateral uses the internal shape of the ‘Mark’ to create the feel to the poster.
Option 1 Option 2
Using the ‘WMR Triangle’ to create the margins
The page is divided into 7 to create the initial base for the rules of the page
The graphic can be used in multiple variations.
EXCLUSION ZONE
40Spirit Guide Section 6 Creative Collateral
Signage: 2100 x 350mmThese are examples of platform signs. The signage use a white background colour and appropriate logos and brand elements. Station names are in Foundry Sans Bold and the secondary font is Foundry Sans Normal aligned left. Copy must not stray outside of the marked area. When over two lines the type should be adjusted to once again fit within the marked area and the leading is then based on the ‘x-height’ of the station name. All other measurements are based on the logo ‘Triangle ‘ measurement. Third party logos must fit within the marked exclusion zone and be at least 1 ‘Triangle’ length away from the end of the station name copy.
Running board option 1
BirminghamStratford-Upon-Avon Parkway
Running board option 2
BirminghamBournville for Cadbury World
BirminghamBournville for Cadbury World
Running board option 3
Foundry Sans Bold
Foundry Sans Normal
Third party logo
Running board option 1
BirminghamBirmingham Moor Street
Use the ‘x-height’ of the station name as the leading measurement
EXCLUSION ZONE
EXCLUSION ZONE
EXCLUSION ZONE
EXCLUSION ZONE
NOTE: In progress. All wayfinding needs more exploration
41Spirit Guide Section 6 Creative Collateral
Signage: 2100 x 350mmExamples of signage without the overlay of measurements.
Once the structure is set up, the colour combination can change to help highlight different areas.
BirminghamBournville for Cadbury World
Option 2
BirminghamBournville for Cadbury World
Option 3
BirminghamBournville for Cadbury World
Option 4
Stratford-Upon-Avon Parkway
Option 1
NOTE: In progress. All wayfinding needs more exploration
42Spirit Guide Section 6 Creative Collateral
Signage: platform 2x1 formatA generic size has been set up here and can be applied to most similar formats. The lower grey band is 20% the height of the signage panel. From this the WMR logo can be positioned and sized. From the sized logo the ‘Triangle’ can then be used to create the exclusion zone and the purple and orange bands. The angle at the end of the bands is set using 3 ‘Triangles’. The station name must not stray outside of the exclusion zone and when the copy sits over two lines, the x-height of the copy is used for the leading/spacing. As with all the signage, the station name copy is formatted in Foundry Sans Bold.
2x1 format
Birmingham New Street
2x1 format
Birmingham New Street
20%
1 unit high
2 unit high
EXCLUSION ZONE
WMR Grey
WMR Purple
WMR Orange
NOTE: In progress. All wayfinding needs more exploration
43Spirit Guide Section 6 Creative Collateral
NOTE: In progress. All wayfinding needs more exploration
Signage: totemThe totem uses the chevron device to make it stand out more and re-inforce the brand. The height of the totem is based on 7x the height of the logo mark. Once this is set the ‘Triangle’ can be used to set the sizing and spacing. The size of the West Midlands logo is 3x the height of the final totem and the size of the brand chevron is the same height as the West Midlands logo. As with all signage the station names must not encroach onto the exclusion zone and the leading/spacing is set using the final x-height of the station name.
7x logo height
3x WM logo height1x NWR logo height
Birmingham New Street
Birmingham New Street
Totem can be used with a central post or offset.
Totem cropped in line with chevron
EXCLUSION ZONE
EXCLUSION ZONE EXCLUSION ZONE
NOTE: In progress. All wayfinding needs more exploration
44Spirit Guide Section 6 Creative Collateral
Signage: platform additionalAdditional thoughts of wayfinding utilising the brand mark as a directional tool.
Platform
1Platform number Way signage
NOTE: In progress. All wayfinding needs more exploration
Platform 1
45Spirit Guide Section 6 Creative Collateral
Train Livery opt 1The most visible element to the West Midlands Railway branding is the train livery. The livery has been designed to reflect the brand personality, using brushed metal as the background to highlight the contemporary forward-thinking side of the brand, then book-ended with a traditional colour base and design as a nod to the heritage side of the brand.
Driving the region forward
West Midlands Railwayis operated by:
Franchise logo
West Midlands Railwayis operated by:
Franchise logo
West Midlands Railway is operated by:
Franchise logo
The logo on the train replaces the grey with laser-cut metallic brushed metal.
The WMR grey criss-crosses the train in different finishes to add more texture and change the way light reflects off the train.
WMR PurpleWMR OrangeWMR Grey 85% opacity WMR Purple
Safety orange line colour
to be supplied
Brushed metal
WMR Grey 45% opacity
WMR logo is raised cut out polished metal with powder
coated orange
NOTE: In progress awaiting actual train tech
48Spirit Guide Section 6 Creative Collateral
Train Interior
NOTE: Awaiting actual rolling stock interior tech drawings
WMR Orange
The seat covering to be made using the grey and shades of, with a keyline of the orange.
Safety glass panel and hand rail
49Spirit Guide Section 6 Creative Collateral
Online DesignHere is a taster of how a rail network website looks. This will need a lot of research and design development to come up with the right solution and online guidelines.
NOTE: In progress