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Brand Guidelines
March 2015
Our brand
Introduction
A distinctive new approach to the transport
infrastructure of Edinburgh deserves a bold
new look. A whole new brand platform has
been developed for ‘Transport for Edinburgh’
which has a fresh, future-focused face
to show the world.
A strong brand is one of the most valuable assets an organisation owns. To make it
truly powerful it needs to be applied consistently so anyone dealing with Transport
for Edinburgh knows who we are and what we stand for.
Everyone has a part to play in doing this and bringing our brand to life.
These guidelines are to help you represent our brand consistently.
2
3
Asset overview
Colour palette overview
Transport for Edinburgh
Primary / Secondary colours
Iconography
Photography
A snap shot of the core elements toolkit.
Typefaces
Lato Black
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
(&@£$%!?)1234567890
Lato Bold
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
(&@£$%!?)1234567890
Lato Regular
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
(&@£$%!?)1234567890
Transport mode colours
Buses
Trams
Transport lines
Repeat pattern
Lato Light
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
(&@£$%!?)1234567890
Lato hairline
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
(&@£$%!?)1234567890
4
Our logo
Transport for Edinburgh
Our logo has two basic elements. The roundel1 formed to create an abstract route map that connects
different modes of transport, and the logotype2, which is the name ‘Transport for Edinburgh’.
1
2
Note
You must always use master artwork
when reproducing the logo.
5
Our logo variants
Transport for Edinburgh
Landscape
Vertical
Stacked logotype
Note
You must always use master artwork
when reproducing the logo.
6
Exclusion zone / Minimum size
Transport for Edinburgh
Exclusion zone
To ensure the logo has maximum impact always
keep the area around it clear. This space is called
the exclusion zone. The exclusion zone protects the
logo from other visual and graphics elements. The
exclusion zone is derived from the height of the
roundel as illustrated.
Minimum size
To maintain legibility, the Transport for Edinburgh
logo should never be reproduced any smaller
than 45mm.
45mm
7
Usage
Transport for Edinburgh
To maintain consistency there are a restricted
number of colour variants for the Transport
for Edinburgh logo. Do not introduce
new colours or colour breakdowns.
The logo may appear on an image, vignette or
ćDWFRORXUHGEDFNJURXQG,QWKHVHLQVWDQFHV
\RXVKRXOGHQVXUHWKHLPDJHSURYLGHVVXIĆFLHQW
contrast for the logo to retain its presence on
the page. Backgrounds should be uncluttered
and observe the exclusion zone rules.
Transport mode colours
Note
You must always use master artwork
when reproducing the logo.
8
Our colours
Transport for Edinburgh
Primary colour
Secondary colours
Our primary colour is Pantone Cool Grey 11.
Always use the correct Pantone colour. If you
need to use CMYK or RGB colours please
use the breakdowns shown below.
We have focused our colour palette to provide a suite
of secondary tones. These are the only colours you
should use when communicating our brand and no
other colours should be introduced for any reason.
You should be mindful of legibility issues when
using our colours and avoid using white text on
light colours and black text on dark colours.
Pantone Cool Grey 11
Pantone Cool Grey 8
Buses
C 44
M 34
Y 22
K 60
C 23
M 17
Y 13
K 46
Trams
R 75
G 79
B 90
# 4b4f5a
R 121
G 124
B 130
# 797c82
RAL 7045
RAL 7024
Pantone Cool Grey 5
Pantone Cool Grey 3
C 13
M9
Y 9
K 27
C 8
M5
Y 6
K 16
RAL 820-2
R 169
G 171
B 174
# a9abae
R 199
G 201
B 201
# c7c9c9
Note
Additional colours are added to our colour palette
ZKLFKDUHPRGHRIWUDQVSRUWVSHFLĆF:KHQZH
are showing Transport for Edinburgh in relation to
Buses or Trams, the logo assumes the mode colour.
Eg Gold for Buses, Platinum forTrams.
RAL 860-3
9
Alignment points
Transport for Edinburgh
1
3
2
Alignment points help to create strong and
FRQVLVWHQWOD\RXWV7KHVHKDYHEHHQGHĆQHG
to act as guides for positioning our logo
with text or other graphic elements.
Detail
The two primary alignment points are
1 and 2. Alignment points 3 and 4 may
also be used when necessary.
4
Alignment point 1
Alignment point 3
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consectetur adipisicing elit,
eiusmod tempor incididunt.
Lorem ipsum dolor sit amet,
consectetur adipisicing elit,
eiusmod tempor incididunt.
10
Things to avoid
Transport for Edinburgh
This page shows a number of errors that
can be made when using our logo.
DO NOT change the logo colour.
Do not use the logo in white on
a light coloured background.
Do not reproduce the positive version
of the logo on a dark background.
Do not try and recreate the logo in any way.
Do not change the arrangement ot the logo.
Do not use the logo on a
photographic background that is
cluttered and affects legibility.
Do not use the logo in combination
with another endorsement mark.
Do not rotate or angle the logo.
Do not use the logo in written text.
Do not stretch the logo.
Do not use the logo as bullet points.
11
Our typefaces
Transport for Edinburgh
Lato is our typeface. It should be used in upper
and lowercase. It is available in the following
weights: Black, Bold, Regular, Light and Hairline.
This typeface works on an open license so it
is free to use it for all Transport for Edinburgh
collateral. It is opentype, so will work on
any operating system, PC or MAC.
Lato Black
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
(&@£$%!?)1234567890
Lato Bold
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
(&@£$%!?)1234567890
Lato Regular
To download
http://www.latofonts.com/lato-free-fonts
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
(&@£$%!?)1234567890
Lato Light
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
(&@£$%!?)1234567890
Lato Hairline
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
(&@£$%!?)1234567890
12
Typography
Transport for Edinburgh
Typographic policy
Transport for Edinburgh has developed a
code of practice for setting type so that it is
legible to those with visual impairment.
The main directives of this policy
is set out as follows:
Text should always be set in mixed upper and lower
case (never all upper case - even with headings).
To emphasise a word, use a different type weight.
Ensure good, legible colour contrast
between text and background colour.
The minimum point size for headings
and body copy is 9pt.
'RQRWLQGHQWWKHĆUVWOLQHRIDSDUDJUDSK
but use additional leading to achieve
clear separation of paragraphs.
Body copy should always be ranged left
QHYHUMXVWLĆHGFHQWUHGRUUDQJHGULJKW
Bullet point indentations are allowed
so long as text follows the indent.
Do not use italics.
Do not place text over an image unless the
DUHDRQZKLFKWKHWH[WLVWREHSODFHGLVćDW
and clear (such as a clear blue sky).
Do not use drop caps.
13
Transport line graphic device
Transport for Edinburgh
Transport line graphic device
The transport line graphic device is provided as
an additional asset that can be used to dramatic
effect throughout our brand communications.
Note
The lines should not be altered in any way. They are
directly related to the roundel, and should always be
applied consistently.
Major
Minor
Note
Please ensure the
cross-over point of
minor line over major
line is to the base.
Note
The device can be
XVHGWRGHĆQHFRORXU
boundaries as to add
further depth.
14
Repeat pattern
Transport for Edinburgh
A repeat pattern based on the central element
of our roundel is available within the asset
library. This pattern can be used to create
textures of varying degrees of subtlety.
The primary use for this texture is within
textile application. For uniform and seating.
Variations of the repeat pattern exists for
both Lothian Buses and Edinburgh Trams.
Note
Use of the repeat pattern should be limited.
15
Iconography
Transport for Edinburgh
A palette of our own unique set of icons which
are distinctive to Transport for Edinburgh.
Tram
Bus
Airport
Mobility
impaired
route
No hot food
No drinks
No smoking
No feet on seats
Tickets
Deaf awareness
Taxi
Single decker bus
Cycling
Ramped access
Wheelchair
facility
Refreshments
CCTV
Priority seats
Luggage
Help point
Ticket machine
Search
Parking
Tick
Cross
Arrow right
Arrow left
Arrow up
Arrow down
Fire extinguisher
Pedestrian
Headphones
Look
:LĆ
Hold on
Guide dog
Loud music
Parent and child
Litter
Warning
Information 1
Information 2
16
Photography
Transport for Edinburgh
Photographic imagery plays a vital role in our
brand identity, communicating our transport
infrastructure and our commitment to the
communities in which we live and work.
Its selection is therefore very important, with
VSHFLĆFEUDQGDQGWHFKQLFDOUHTXLUHPHQWV
Photographic policy
Technical requirements:
— All photography must be owned by Transport
for Edinburgh with full rights across all media.
— All photography must be available at 300dpi.
— All photography must be reproducible at
A4 in size without loss of image quality.
— Model sign-off forms must be used for all
people ‘actively engaged with the camera’.
7KHFRQWHQWRIWKHLPDJHU\LVWRUHćHFW
Transport for Edinburgh brand values of being
passionate, smart, innovative, and trusted.
17
Photography themes
Transport for Edinburgh
Iconic
Reportage
The Iconic selection of images is used to communicate
the big story about the city, topic or region. The
reality of the image makes it more human, as if the
audience is there and seen a special moment in time.
Our Reportage selection of images takes the
audience closer to the action, meeting the people
we are talking about and revealing honestly the
reality of our customers, and employees.
The image themes are
Powerful
Engaging
The image themes are
Honest
Real
18
Photography themes
Transport for Edinburgh
Our people
Community
Honest images capture our people in a true
representation. We are a human organisation
and our people are what makes us tick.
This style is set to feel very moment-in-time
and show the human impact of our work.
The images should always use natural lighting
and never feel dark or oppressive.
The image themes are
Focussed
Passionate
The image themes are
People
Positive
19
Examples
Transport for Edinburgh
Timetable
Jan 2014
Timetable
Jan 2014
Visit edinburghtrams.com
for more information
12345678
School
Edinburgh High
12345678
Jonathan McPherson
12345678
10/01/14
For illustration only
20
Family
Transport for Edinburgh
The ‘Transport for Edinburgh’ roundel evolves
to shape the logos of both Lothian Buses and
Edinburgh Trams, whose mirrored roundels
highlight the diverging transport lines of the
central device. ‘Transport for Edinburgh’ acts as the
link between these modes of transport - reinforcing
the connectivity at the heart of the brand. Modes
of transport are differentiated by the use of
alternative coloured background circles \HWHDFKVKDUHVDFRPPRQXQLĆHGIRUP
21
Transport Mode
22
23
Buses
Lothian Buses
Our logo has two basic elements. The roundel1 formed to create an abstract route map that
connects different modes of transport, and the logotype2, which is the name ‘Lothian Buses’.
1
2
24
Our colours
Lothian Buses
Primary colour
Mode colour
Our primary colour is Pantone 188.
Always use the correct Pantone colour. If you
need to use CMYK or RGB colours please
use the breakdowns shown below.
Each mode of transport carries a unique
colour represented by the background
disc colour of the roundel.
Note
When we are showing Transport for Edinburgh
in relation to Buses, the logo assumes the mode
colour. Eg Gold for Buses.
Pantone 188
Pantone 871
C 0
M 97
Y 100
K 50
C 20
M 25
Y 60
K 25
R 140
G 23
B 19
# 8c1713
R 174
G 153
B 98
# ae9962
25
Usage
Lothian Buses
There are 2 core colourways for the Lothian Buses
logo. Against white and against the primary colour.
Note
Monochromatic assets are also available.
26
Exclusion zone / Minimum size
Lothian Buses
Exclusion zone
To ensure the logo has maximum impact always
keep the area around it clear. This space is called
the exclusion zone. The exclusion zone protects the
logo from other visual and graphics elements. The
exclusion zone is derived from the height of the
roundel as illustrated.
38mm
Minimum size
To maintain legibility, the Lothian Buses logo
should never be reproduced any smaller than
38mm. Should available space be within this
measure - the roundel or logotype is used.
10mm
25mm
Note
Should available space be of an aspect ratio
inappropriate for our primary logo, a landscape
version of the lockup exists.
Lothian Buses
27
Alignment points
Lothian Buses
Alignment points help to create strong and
FRQVLVWHQWOD\RXWV7KHVHKDYHEHHQGHĆQHG
to act as guides for positioning our logo
with text or other graphic elements.
Detail
The two primary alignment points are
1 and 2. Alignment points 3 and 4 may
also be used when necessary.
1
3
2
4
Alignment point 1
Alignment point 3
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consectetur adipisicing elit,
eiusmod tempor incididunt.
Lorem ipsum dolor sit amet,
consectetur adipisicing elit,
eiusmod tempor incididunt.
28
Transport for Edinburgh logo relationship
Lothian Buses
The Transport for Edinburgh logo should
appear on all Lothian Buses collateral. The
relationship between the two logos, where
possible, should equate to the size of the hero
brand. On print collateral the Transport for
Edinburgh logo should appear to the base
RIWKHFRYHU7KLVLVUHćHFWHGZLWKLQIRRWHU
of the website.
Timetable
Jan 2014
Note
To avoid overuse of roundels, a simple exclusion
rule based on the size of the hero roundel. If the
Transport for Edinburgh logo placement is within
this, the Transport for Edinburgh logotype only
should be used and alignment points utilised.
29
Transport line graphic device
Lothian Buses
Transport line graphic device
The transport line graphic device is provided as
an additional asset that can be used to dramatic
effect throughout our brand communications.
Note
The lines should not be altered in any way. They are
directly related to the roundel, and should always be
applied consistently.
Major
Minor
Note
Please ensure the
cross-over point of
minor line over major
line is to the base.
Note
The device can be
XVHGWRGHĆQHFRORXU
boundaries as to add
further depth.
Note
The device may
also be used as
a multiplied layer
as shown top.
30
Repeat pattern
Lothian Buses
A repeat pattern based on the central element
of our roundel is available within the asset
library. This pattern can be used to create
textures of varying degrees of subtlety.
The primary use for this texture is within
textile application. For uniform and seating.
Note
Use of the repeat pattern should be limited.
31
33
Buses
Lothian Country Buses
Our logo has two basic elements. The roundel1 formed to create an abstract route map that
connects different modes of transport, and the logotype2, which is the name ‘Lothian Country Buses’.
1
2
34
Our colours
Lothian Country Buses
Primary colour
Mode colour
Our primary colour is Pantone 355.
Always use the correct Pantone colour. If you
need to use CMYK or RGB colours please
use the breakdowns shown below.
Each mode of transport carries a unique
colour represented by the background
disc colour of the roundel.
Note
When we are showing Transport for Edinburgh
in relation to Buses, the logo assumes the mode
colour. Eg Gold for Buses.
Pantone 355
Pantone 871
C 98
M 12
Y 100
K 2
C 20
M 25
Y 60
K 25
R 0
G 138
B 70
# 008a46
R 174
G 153
B 98
# ae9962
35
Usage
Lothian Country Buses
There are 2 core colourways for the
Lothian Country Buses logo. Against
white and against the primary colour.
Note
Monochromatic assets are also available.
36
Exclusion zone / Minimum size
Lothian Country Buses
Exclusion zone
To ensure the logo has maximum impact always
keep the area around it clear. This space is called
the exclusion zone. The exclusion zone protects the
logo from other visual and graphics elements. The
exclusion zone is derived from the height of the
roundel as illustrated.
38mm
Minimum size
To maintain legibility, the Lothian Country Buses
logo should never be reproduced any smaller than
38mm. Should available space be within this
measure - the roundel or logotype is used.
10mm
25mm
Note
Should available space be of an aspect ratio
inappropriate for our primary logo, a landscape
version of the lockup exists.
Lothian Country Buses
37
Alignment points
Lothian Country Buses
Alignment points help to create strong and
FRQVLVWHQWOD\RXWV7KHVHKDYHEHHQGHĆQHG
to act as guides for positioning our logo
with text or other graphic elements.
Detail
The two primary alignment points are
1 and 2. Alignment points 3 and 4 may
also be used when necessary.
1
3
2
4
Alignment point 1
Alignment point 3
Lorem ipsum dolor sit amet,
consectetur adipisicing elit,
eiusmod tempor incididunt.
Lorem ipsum dolor sit amet,
consectetur adipisicing elit,
eiusmod tempor incididunt.
38
Transport for Edinburgh logo relationship
Lothian Country Buses
The Transport for Edinburgh logo should
appear on all Lothian Buses collateral. The
relationship between the two logos, where
possible, should equate to the size of the hero
brand. On print collateral the Transport for
Edinburgh logo should appear to the base
RIWKHFRYHU7KLVLVUHćHFWHGZLWKLQIRRWHU
of the website.
Timetable
Jan 2014
Note
To avoid overuse of roundels, a simple exclusion
rule based on the size of the hero roundel. If the
Transport for Edinburgh logo placement is within
this, the Transport for Edinburgh logotype only
should be used and alignment points utilised.
39
Transport line graphic device
Lothian Country Buses
Transport line device
The transport line graphic device is provided as
an additional asset that can be used to dramatic
effect throughout our brand communications
Note
The lines should not be altered in any way. They are
directly related to the roundel, and should always be
applied consistently.
Major
Minor
Note
Please ensure the
cross-over point of
minor line over major
line is to the base.
Note
The device can be
XVHGWRGHĆQHFRORXU
boundaries as to add
further depth.
Note
The device may
also be used as
a multiplied layer
as shown top.
40
Repeat pattern
Lothian Country Buses
A repeat pattern based on the central element
of our roundel is available within the asset
library. This pattern can be used to create
textures of varying degrees of subtlety.
The primary use for this texture is within
textile application. For uniform and seating.
Note
Use of the repeat pattern should be limited.
41
42
Buses
Airlink
Our logo has two basic elements. The roundel1 formed to create an abstract route map that
connects different modes of transport, and the logotype2, which is the name ‘Airlink’.
1
2
43
Our colours
Airlink
Primary colour
Mode colour
Our primary colour is Pantone 307.
Always use the correct Pantone colour. If you
need to use CMYK or RGB colours please
use the breakdowns shown below.
Each mode of transport carries a unique
colour represented by the background
disc colour of the roundel.
Note
When we are showing Transport for Edinburgh
in relation to Buses, the logo assumes the mode
colour. Eg Gold for Buses.
Pantone 307
Pantone 871
C 100
M 50
Y 20
K 3
C 20
M 25
Y 60
K 25
R 0
G 109
B 156
# 006d9c
R 174
G 153
B 98
# ae9962
44
Our colours
Airlink
Secondary colour options
Under our primary colours we have a secondary
palette that can be used with discretion to
highlight areas, features and messages as
appropriate. Always use the correct Pantone
colour. If you need to use CMYK or RGB colours
please use the breakdowns shown below.
Pantone 308
Pantone 309
Pantone 301
Pantone 302
C 100
M 56
Y 26
K 12
C 100
M 60
Y 48
K 52
C 100
M 66
Y 9
K 1
C 100
M 72
Y 39
K 34
R 0
G 88
B 131
# 005883
R 0
G 57
B 71
# 003947
R 0
G 82
B 155
# 00529B
R 0
G 59
B 92
# 003B5C
45
Usage
Airlink
There are 2 core colourways for the Airlink logo.
Against white and against the primary colour.
Note
Monochromatic assets are also available.
46
Exclusion zone / Minimum size
Airlink
Exclusion zone
To ensure the logo has maximum impact always
keep the area around it clear. This space is called
the exclusion zone. The exclusion zone protects the
logo from other visual and graphics elements. The
exclusion zone is derived from the height of the
roundel as illustrated.
38mm
Minimum size
To maintain legibility, the Airlink logo
should never be reproduced any smaller than
38mm. Should available space be within this
measure - the roundel or logotype is used.
10mm
25mm
Note
Should available space be of an aspect ratio
inappropriate for our primary logo, a landscape
version of the lockup exists.
Airlink
47
Alignment points
Airlink
Alignment points help to create strong and
FRQVLVWHQWOD\RXWV7KHVHKDYHEHHQGHĆQHG
to act as guides for positioning our logo
with text or other graphic elements.
Detail
The two primary alignment points are
1 and 2. Alignment points 3 and 4 may
also be used when necessary.
1
3
2
4
Alignment point 1
Alignment point 3
Lorem ipsum dolor sit amet,
consectetur adipisicing elit,
eiusmod tempor incididunt.
Lorem ipsum dolor sit amet,
consectetur adipisicing elit,
eiusmod tempor incididunt.
48
Transport for Edinburgh logo relationship
Airlink
The Transport for Edinburgh logo should
appear on all Airlink collateral. The
relationship between the two logos, where
possible, should equate to the size of the
hero brand. On print collateral the Transport
for Edinburgh logo should appear to the base
RIWKHFRYHU7KLVLVUHćHFWHGZLWKLQIRRWHU
of the website.
Timetable
Jan 2014
Note
To avoid overuse of roundels, a simple exclusion
rule based on the size of the hero roundel. If the
Transport for Edinburgh logo placement is within
this, the Transport for Edinburgh logotype only
should be used and alignment points utilised.
49
Transport line graphic device
Airlink
Transport line device
The transport line graphic device is provided as
an additional asset that can be used to dramatic
effect throughout our brand communications
Note
The lines should not be altered in any way. They are
directly related to the roundel, and should always be
applied consistently.
Major
Minor
Note
Please ensure the
cross-over point of
minor line over major
line is to the base.
Note
The device can be
XVHGWRGHĆQHFRORXU
boundaries as to add
further depth.
Note
The device may
also be used as
a multiplied layer
as shown top.
50
Repeat pattern
Airlink
A repeat pattern based on the central element
of our roundel is available within the asset
library. This pattern can be used to create
textures of varying degrees of subtlety.
The primary use for this texture is within
textile application. For uniform and seating.
Note
Use of the repeat pattern should be limited.
51
Transport Mode
52
53
Trams
Edinburgh Trams
Our logo has two basic elements. The roundel1 formed to create an abstract route map that connects
different modes of transport, and the logotype2, which is the name ‘Edinburgh Trams’.
1
2
54
Our colours
Edinburgh Trams
Primary colour
Mode colour
Our primary colour is Pantone 188.
Always use the correct Pantone colour. If you
need to use CMYK or RGB colours please
use the breakdowns shown below.
Each mode of transport carries a unique
colour represented by the background
disc colour of the roundel.
Note
When we are showing Transport for Edinburgh
in relation to Buses, the logo assumes the mode
colour. Eg Platinum for Trams.
Pantone 188
Pantone 877
C 0
M 97
Y 100
K 50
C 46
M 38
Y 38
K 0
R 140
G 23
B 19
# 8c1713
R 148
G 147
B 148
# 949394
55
Usage
Edinburgh Trams
There are 2 core colourways for the Edinburgh Trams
logo. Against white and against the primary colour.
Note
Monochromatic assets are also available.
56
Exclusion zone / Minimum size
Edinburgh Trams
Exclusion zone
To ensure the logo has maximum impact always
keep the area around it clear. This space is called
the exclusion zone. The exclusion zone protects the
logo from other visual and graphics elements. The
exclusion zone is derived from the height of the
roundel as illustrated.
38mm
Minimum size
To maintain legibility, the Edinburgh Trams logo
should never be reproduced any smaller than
38mm. Should available space be within this
measure - the roundel or logotype is used.
10mm
25mm
Note
Should available space be of an aspect ratio
inappropriate for our primary logo, a landscape
version of the lockup exists.
Edinburgh Trams
57
Alignment points
Edinburgh Trams
Alignment points help to create strong and
FRQVLVWHQWOD\RXWV7KHVHKDYHEHHQGHĆQHG
to act as guides for positioning our logo
with text or other graphic elements.
Detail
The two primary alignment points are
1 and 2. Alignment points 3 and 4 may
also be used when necessary.
1
3
2
4
Alignment point 1
Alignment point 3
Lorem ipsum dolor sit amet,
consectetur adipisicing elit,
eiusmod tempor incididunt.
Lorem ipsum dolor sit amet,
consectetur adipisicing elit,
eiusmod tempor incididunt.
58
Transport for Edinburgh logo relationship
Edinburgh Trams
The Transport for Edinburgh logo should
appear on all Edinburgh Trams collateral. The
relationship between the two logos, where
possible, should equate to the size of the
hero brand. On print collateral the Transport
for Edinburgh logo should appear to the base
RIWKHFRYHU7KLVLVUHćHFWHGZLWKLQIRRWHU
of the website.
Timetable
Jan 2014
Note
To avoid overuse of roundels, a simple exclusion
rule based on the size of the hero roundel. If the
Transport for Edinburgh logo placement is within
this, the Transport for Edinburgh logotype only
should be used and alignment points utilised.
59
Transport line graphic device
Edinburgh Trams
Transport line graphic device
The transport line graphic device is provided as
an additional asset that can be used to dramatic
effect throughout our brand communications
Note
The lines should not be altered in any way. They are
directly related to the roundel, and should always be
applied consistently.
Major
Minor
Note
Please ensure the
cross-over point of
minor line over major
line is to the base.
Note
The device can be
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boundaries as to add
further depth.
Note
The device may
also be used as
a multiplied layer
as shown top.
60
Repeat pattern
Edinburgh Trams
A repeat pattern based on the central element
of our roundel is available within the asset
library. This pattern can be used to create
textures of varying degrees of subtlety.
The primary use for this texture is within
textile application. For uniform and seating.
Note
Use of the repeat pattern should be limited.
61
62
Park & Ride
Our logo has two basic elements. The roundel1 formed to create an abstract route map that
connects different modes of transport, and the logotype2, which is the name ‘Park & Ride’.
1
2
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Our colours
Park & Ride
Primary colour
Background colour
Our primary colour is Pantone 2613.
Always use the correct Pantone colour. If you
need to use CMYK or RGB colours please
use the breakdowns shown below.
Park & Ride carries a unique background disc colour.
Pantone 2613
Pantone 522
C 67
M 95
Y 4
K 16
C 27
M 44
Y 8
K 0
R 86
G 38
B 104
# 562668
Note
When we are showing Transport for Edinburgh
in relation to Park & Ride, the logo assumes the Park
& Ride colourways.
R 175
G 141
B 171
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Usage
Park & Ride
There are 2 core colourways for the Park & Ride
logo. Against white and against the primary colour.
Note
Monochromatic assets are also available.
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Exclusion zone / Minimum size
Edinburgh Trams
Exclusion zone
To ensure the logo has maximum impact always
keep the area around it clear. This space is called
the exclusion zone. The exclusion zone protects the
logo from other visual and graphics elements. The
exclusion zone is derived from the height of the
roundel as illustrated.
55mm
Minimum size
To maintain legibility, the Park & Ride logo
should never be reproduced any smaller than
55mm. Should available space be within this
measure - the roundel or logotype is used.
10mm
42mm
66
Alignment points
Park & Ride
Alignment points help to create strong and
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to act as guides for positioning our logo
with text or other graphic elements.
Detail
The two primary alignment points are
1 and 2. Alignment points 3 and 4 may
also be used when necessary.
1
3
2
4
Alignment point 1
Alignment point 3
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67
Transport for Edinburgh logo relationship
Park & Ride
The Transport for Edinburgh logo should
appear on all Edinburgh Trams collateral. The
relationship between the two logos, where
possible, should equate to the size of the
hero brand. On print collateral the Transport
for Edinburgh logo should appear to the base
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of the website.
Timetable
Jan 2014
Note
To avoid overuse of roundels, a simple exclusion
rule based on the size of the hero roundel. If the
Transport for Edinburgh logo placement is within
this, the Transport for Edinburgh logotype only
should be used and alignment points utilised.
68
Transport line graphic device
Park & Ride
Transport line graphic device
The transport line graphic device is provided as
an additional asset that can be used to dramatic
effect throughout our brand communications
Note
The lines should not be altered in any way. They are
directly related to the roundel, and should always be
applied consistently.
Major
Minor
Note
Please ensure the
cross-over point of
minor line over major
line is to the base.
Note
The device can be
XVHGWRGHĆQHFRORXU
boundaries as to add
further depth.
Note
The device may
also be used as
a multiplied layer
as shown top.
69
Repeat pattern
Park & Ride
A repeat pattern based on the central element
of our roundel is available within the asset
library. This pattern can be used to create
textures of varying degrees of subtlety.
The primary use for this texture is within
textile application. For uniform and seating.
Note
Use of the repeat pattern should be limited.
70