Levrail Branding Guideline

Graphics Standards Guide

Table of ContentsIdentity

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 32

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.

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Brand OverviewThe 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.

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 trans-port 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, per-formance, 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.

Identity

LogoLevrail’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.

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Safety AreaTo 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 wher-

ever it appears. Where possible, allow even more space around the logo for increased

visual impact.

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 larg-er 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.

1/4x x

1/4x

1/4x

Logo MisuseWhen 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

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LEVRAILDo not use the logo as a pattern

Do not use unapproved colors

Do not apply a drop shadow

Do not make the logo a solid form

Do not remove the logo’s rigidity

Do not use alternate shapes for the logo

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 thelogo 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: 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

Pantone: 419PC, CMYK: 87/74/63/95, RGB: 0/0/0, Web: 000000

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Usage onDifferent 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.

Typography

Primary TypeGotham

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 web-site as the standard font for subheads. The font is additionally the basis of the logo’s structure.

Gotham (light)ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890!@#$%^&*()_?>

Gotham (book)ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890!@#$%^&*()_?>

Gotham (medium)ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890!@#$%^&*()_?>

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Avenir 35 Light ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyzv1234567890!@#$%^&*()_?>

Droid Sans (bold)ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz1234567890!@#$%^&*()_?>

Arial (regular)ABCDEFGHIJKLMNOPQRSTUVWXYZ


Avenir 35 LightAvenir 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.

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.

Secondary TypeHelvetica 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)ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890!@#$%^&*()_?>

Helvetica Neue (Medium)ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890!@#$%^&*()_?>

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Futura (light)ABCDEFGHIJKLMNOPQRSTUVWXYZ


Futura (light)ABCDEFGHIJKLMNOPQRSTUVWXYZ


Futura (medium)ABCDEFGHIJKLMNOPQRSTUVWXYZ


System Type

Futura

It is safe to assume that there will be comput-ers 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.

Promotional

Small-Size Logo

When creating business cards, stationery, or any other application that requires the logo to be downsized significantly, use the modified ver-sion 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 logoBottom: Regular logo

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Stationery Suite

Business Card

3.5” x 2”

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.

0.34

”1.

31”

0.17”

0.25

”0.

22”

0.31

”

1.22” 0.25”

Envelope

4.125” x 9.5”


Type Specifications:Return address in 9pt Gotham Light Italic. Mailing address in 18pt Gotham Light.

Levrail1234 Railroad aveWashington DC 20001

Randall Parrish4450 Rivanna WayPMB 4575Fairfax VA, 22030

2.5” 3/4” 2”1/4”

1/4”

0.44

”1”

5/8”

25

Letterhead

8.5” x 11”


Type Specifications:Address is set in 10pt Gotham Book.

Electronic Letterhead:A Microsoft Word template with the

logoand address line embedded, is avail-able for use when an emailable letter is

necessary or when printing in house

Levrail1234 Railroad ave

Washington DC 20001

1/2

“

1/4”

1/2

“

AdvertisingWhen 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 back-grounds with short, bold statements to empha-size speed. Keep the phrasing five words or less.

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Web ImageryImage 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.

Touch PointsLevrail’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 smart-phones 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.

iPad Interface

iPad ApplicationLevrail’s iPad application is built for ease, func-tionality, 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 cre-ate 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-to-use ticket purchasing.

Levrail Branding Guideline

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