Transport for London
London Buses
Corporate identity
Basic elements
Getting around MAYOR OF LONDON
London Buses corporate identity - Basic elements standards
Contents Foreword Introduction Glossary Colour glossary Corporate typeface
London Buses Roundel usage Exclusion zones Colours Mark references Roundel references Plain roundel references
Secondary identities London Travel Information Textphone
1 1.1 1.2 1.3
2 2.1 2.3 2.4 2.5 2.6 2.7
3 3.1 3.3
London Buses corporate identity - Basic elements standards
4
A well designed, confident and consistent visual identity is highly effective in communicating the strengths of our organisation. It is essential that London Buses maintains a high standard for co-ordinated design in every aspect of our operations.
With over million passengers every day, Transport for London runs one of the busiest and most complex transportation systems in the world. This document gives guidance on the basic elements that make up the London Buses visual identities. The information covers the corporate typeface, the visual identity of London Buses and the corporate colours. Guidance on design applications can be found in separate documents provided by Transport for London (TfL).
Charles Monheim Director, Customer Relations
London Buses corporate identity - Basic elements standards
Introduction This section explains the generic terms used to describe elements of the London Buses corporate identity. Some of the terms are industry standard, whilst others are specific to TfL.
1
London Buses corporate identity - Basic elements standards
1.1
Glossary The main terms used in these guidelines are as follows: Mark A combination of a roundel or symbol with a logotype in a fixed relationship as shown below.
Plain roundel A version of London Buses’s roundel without the mode appearing in the bar. This is used for reproduction at small sizes where the name would be illegible or difficult to reproduce cleanly.
London Buses
London Buses Roundel The visual identifiers based on an open circle and a bar used by London Buses. The London Buses mode is displayed in white on the bar.
Exclusion zone The minimum area around marks, roundels or symbols that must be kept free of other graphic elements. This is to ensure that they are reproduced clearly and legibly without interference from other visual devices.
Symbol Other visual identifiers used by London Buses.
Logotype The title of London Buses set in New Johnston Medium upper and lower case type. Logotypes are used with roundels or symbols in a fixed relationship to form Marks, but can also be used in a looser relationship such as that used on stationery (see the Stationery standards).
London Buses
London Buses corporate identity - Basic elements standards
1.2
Colour glossary Print specifications
Screen specifications
Paint specifications
PMS An abbreviation of Pantone Matching System. This system is used to specify spot colours (ie individually mixed colours) for printing.
RGB An abbreviation of Red-Green-Blue, indicating the primary colours of light. For reproduction on screens and other electronic systems, combinations of these three colours are used to match to the Transport for London colours.
NCS An abbreviation of Natural Color System. This provides a wide range of colour specifications applicable to paints and other materials. There are colour-matches in this system for all the Transport for London colours specified in these guidelines.
The letter ‘C’ after the specification indicates a colour’s appearance on coated paper stock. The letter ‘U’ after the specification indicates a colour’s appearance on uncoated paper stock. CMYK Initials representing the four colours - Cyan, Magenta, Yellow and Black (Kohl) - used in the four-colour printing process. Different combinations and proportions of these four colours are used to achieve matches to the spot colours.
Web To achieve colours that can be reproduced satisfactorily on internet and intranet sites, Web safe colours should be specified. These provide a greater degree of consistency than RGB colours when there is no control over the equipment used to view the site.
Other specification systems such as RAL or British Standard BS4800 have only a very limited number of acceptable colour-matches to Transport for London colours. Please do not use these systems without first obtaining the approval of TfL Corporate Design.
London Buses corporate identity - Basic elements standards
1.3
Corporate typeface London Buses’s primary typeface is New Johnston Medium, upper and lower case. It is one of the family of New Johnston typefaces owned exclusively by TfL.
New Johnston ABCDEFGHI JKLMNOPQR STUVWZYZ abcdefghijklm nopqrstuvwxyz 1234567890% (,.-:;!?_){‘“”,.} [+-=/@£$^&*] ÅÁÂËÈÊÍÎÏÌ ÓÔÒØŒÙÛÇ àäâèëêìíî òóöôøùúûü
Ab
It is a requirement that body text is to be set at a minimum of 12pt in New Johnston Book. Headings and sub headings should be set in New Johnston Medium. Italics and bold are only to be used for emphasis and short phrases.
New Johnston Light New Johnston Light Italic New Johnston Book New Johnston Book Italic New Johnston Book Bold New Johnston Book Bold Italic New Johnston Medium New Johnston Medium Italic New Johnston Bold New Johnston Bold Italic
New Johnston
London Buses corporate identity - Basic elements standards
2
London Buses This section is concerned with the identity for London Buses. It is important to observe the standards for reproducing the roundel and mark in all applications to maintain consistency and to preserve the integrity of the identity.
London Buses Artwork references The master artworks for the London Buses identity are supplied separately as digital artwork to support these printed guidelines. These can be identified by the reference numbers found on pages 2.5 to 3.4.
London Buses corporate identity - Basic elements standards
2.1
Roundel usage Acceptable The examples shown here make up the acceptable applications of the London Buses roundel.
1 colour roundel.
Reversed roundel
Black roundel
The roundel can be applied to flat background colours as long as they provide sufficient contrast.
Note: The squares are used as examples of background colours and are not part of the design.
The roundel can also be embossed out of any material.
London Buses corporate identity - Basic elements standards
2.2
Roundel usage continued Unacceptable The roundel must not be re-drawn, distorted or modified in any way. It must not be placed on a background that impairs legibility.
BUSES
BUSES
BUSES
BUSES
Pattern backgrounds which interfere with the roundel must not be used. Note: The squares are used as examples of background colours and are not part of the design.
BUSES
BUSES
BUSES
BUSES
London Buses corporate identity - Basic elements standards
2.3
Exclusion zones Exclusion zone for the mark The orange box indicates the exclusion zone where no other graphic elements should be placed.
.25x
x
.25x .25x
London Buses
The exclusion zone is always one quarter of the width of the roundel bar.
.25x
Exclusion zone for the roundel The orange box indicates the exclusion zone where no other graphic elements should be placed.
.25x
x
.25x .25x
.25x
London Buses corporate identity - Basic elements standards
2.4
London Buses colours Depending on the systems used, the examples shown here are the only acceptable combinations. Print
PANTONE®
PANTONE®
072C
485C
PMS Colour reproduction using Pantone Matching System on coated paper.
PANTONE®
PANTONE®
072U
485U
PMS Colour reproduction using Pantone Matching System on uncoated paper.
Screen
0R 45G 115B
223R 0G 44B
RGB Colour reproduction using red, green and blue values.
00 33 99
Paint
S 3560-R80B
S 1085-Y80R
NCS Colour reproduction using Natural Colour System.
CC 00 33
web Colour reproduction using Web safe colours.
C:100 M:79
M:100 Y:91
CMYK Colour reproduction using Four colour process.
London Buses corporate identity - Basic elements standards
2.5
Mark artwork references
London Buses PMS/CYMK Folder ref: Artwork ref:
2 colour mark BusMark BusMark.eps BusMark.wmf
London Buses RGB Folder ref: Artwork ref:
London Buses PMS/CYMK Folder ref: Artwork ref:
1 colour mark BusMark BusMark1Col.eps BusMark1Col.wmf
2 colour mark BusMark BusMark.jpg BusMark.gif
London Buses RGB Folder ref: Artwork ref:
1 colour mark BusMark BusMark1Col.jpg BusMark1Col.gif
London Buses Black mark Folder ref: Artwork ref:
BusMark BusMarkBW.eps BusMarkBW.wmf
London Buses Reversed mark Folder ref: BusMark Artwork ref: BusMarkWhite.eps
London Buses corporate identity - Basic elements standards
Roundel artwork references
PMS/CMYK Folder ref: Artwork ref:
1 colour roundel BusRoundel BusRoundel1Col.eps BusRoundel1Col.wmf
Black roundel Folder ref: BusRoundel Artwork ref: BusRoundelBW.eps BusRoundelBW.wmf
RGB Folder ref: Artwork ref:
1 colour roundel BusRoundel BusRoundel1Col.jpg BusRoundel1Col.gif
Reversed roundel Folder ref: BusRoundelWhite Artwork ref: BusRoundelWhite.eps
2.6
London Buses corporate identity - Basic elements standards
Plain roundel artwork references
PMS/CYMK Folder ref: Artwork ref:
1 colour roundel BusPlainRoundel BusPlainRoundel1Col.eps BusPlainRoundel1Col..wmf
Black plain roundel Folder ref: BusPlainRoundel Artwork ref: BusPlainRoundelBW.eps BusPlainRoundelBW.wmf
RGB Folder ref: Artwork ref:
1 colour roundel BusPlainRoundel BusPlainRoundel1Col.jpg BusPlainRoundel1Col.gif
Reversed plain roundel Folder ref: BusPlainRoundel Artwork ref: BusPlainRoundelWhite.eps
If using either the plain black or reversed roundels, then the operating name London Buses must also be displayed Please note the plain roundel is only for use when the roundel bar width falls below 14mm.
2.7
London Buses corporate identity - Basic elements standards
Secondary identities There are occasions when a roundel will need to be supported by a secondary TfL identity. Guidelines on how secondary marks are used can be found in the ‘Information and publicity standards’ and the ‘Advertising guidelines’. The secondary identities are shown on the following pages with their artwork references.
3
London Buses corporate identity - Basic elements standards
3.1
Information ‘i’ symbol artwork references
PMS/CYMK Folder ref: Artwork ref:
Grey symbol InfoSymbol InfoSymbolGrey.eps InfoSymbolGrey.wmf
RGB Folder ref: Artwork ref:
Grey symbol InfoSymbol InfoSymbolGrey.jpg InfoSymbolGrey.gif
Black symbol Folder ref: InfoSymbol Artwork ref: InfoSymbolBW.eps InfoSymbolBW.wmf
PMS/CYMK Folder ref: Artwork ref:
Blue symbol InfoSymbol InfoSymbolBlue.eps DLRInfoSymbolBlue.wmf
RGB Folder ref: Artwork ref:
Blue symbol InfoSymbol InfoSymbolBlue.jpg InfoSymbolBlue.gif
Reversed symbol Folder ref: InfoSymbol Artwork ref: InfoSymbolWhite.eps
London Buses corporate identity - Basic elements standards
3.2
Information ‘i’ symbol artwork references
PMS/CYMK Folder ref: Artwork ref:
Grey symbol InfoSymbol InfoSymbolGrey.eps InfoSymbolGrey.wmf
RGB Folder ref: Artwork ref:
Grey symbol InfoSymbol InfoSymbolGrey.jpg InfoSymbolGrey.gif
Black symbol Folder ref: InfoSymbol Artwork ref: InfoSymbolBW.eps InfoSymbolBW.wmf
PMS/CYMK Folder ref: Artwork ref:
Blue symbol InfoSymbol InfoSymbolBlue.eps DLRInfoSymbolBlue.wmf
RGB Folder ref: Artwork ref:
Blue symbol InfoSymbol InfoSymbolBlue.jpg InfoSymbolBlue.gif
Reversed symbol Folder ref: InfoSymbol Artwork ref: InfoSymbolWhite.eps
London Buses corporate identity - Basic elements standards
3.3
Textphone mark artwork references
PMS/CYMK Folder ref: Artwork ref:
2 colour mark TextMark TextMark.eps TextMark.wmf
RGB Folder ref: Artwork ref:
2 colour mark TextMark TextMark.jpg TextMark.gif
Black mark Folder ref: Artwork ref:
PMS/CYMK Folder ref: Artwork ref:
Blue Mark TextMark TextMark1Col.eps TextMark1Col.wmf
RGB Folder ref: Artwork ref:
Blue mark TextMark TextMark1Col.jpg TextMark1Col.gif
Reversed mark Folder ref: TextMark Artwork ref: TextMark1White.eps
TextMark TextMarkBW.eps TextMarkBW.wmf
London Buses corporate identity - Basic elements standards
3.4
Textphone symbol artwork references
PMS/CYMK Folder ref: Artwork ref:
Magenta symbol TextSymbol TextSymbolMagenta.eps TextSymbolMagenta.wmf
RGB Folder ref: Artwork ref:
Magenta symbol TextSymbol TextSymbolMagenta
Black symbol Folder ref: TextSymbol Artwork ref: TextSymbolBW.eps TextSymbolBW.wmf
PMS/CYMK Folder ref: Artwork ref:
Blue symbol TextSymbol TextSymbolBlue.eps TextSymbolBlue.wmf
RGB Folder ref: Artwork ref:
Blue symbol TextSymbol TextSymbolBlue.jpg TextSymbolBlue.gif
Reversed symbol Folder ref: TextSymbol Artwork ref: TextSymbolWhite.eps
For further information: These standards intend to outline basic principles and therefore cannot cover every application or eventuality. In case of difficulty or doubt as to the correctness in the application of these standards, please contact TfL Corporate Design. Telephone: 020 7941 4481 (auto 688 4481) Suggestions for improving this document should be directed through the change control process. Contact TfL Corporate Design. www.tfl.gov.uk/corporatedesign
Issue 1 February 2003 Designed by Fitch and Real451 © Transport for London