Central Arkansas Transit Authority. April Brand Introduction

Transcription

1 Central Arkansas Transit Authority April 2015 Brand Introduction

2 The renaming of the Central Arkansas Transit Authority to the Rock Region Metropolitan Transit Authority is one element of comprehensive effort to reframe the perception of transit. Rock Region METRO serves a diverse region and addresses the needs of many different markets. The new name captures Central Arkansas s importance as a regional center with Little Rock at its core: thriving urban, suburban and rural communities are all linked as part of an expanding metropolitan area transit network. The new fleet of natural gas buses will sport the Rock Region METRO brand when they are introduced to the system this fall. Eventually, all vehicles, signs, brochures and transit centers will have a consistent, bold, updated look to showcase an effective and responsive transit system that reflects a forward-thinking region and a broader group of markets and customers. A limited set of standard colors has been developed to create a consistent look and feel for all Rock Region METRO products. The standard color palette consists of a green, blue, and gray. An addtional orange color may also be used as a highlight color. Variations on these colors will be developed as needed. Standard Colors GRAY BLUE GREEN ORANGE CMYK 64/55/52/27 RGB 89/90/93 CMYK 82/40/0/0 RGB 18/131/198 CMYK 45/0/99/0 RGB 154/202/61 CMYK 3/45/90/0 RGB 241/155/53

3 Logo on Light Background To maintain a consistent look across all mediums the logo has been designed to provide flexibility across different applications. The standard logo should be used at all times, unless space and/or background color constraints require the use of a different option. The information can be downloaded from the Rock Region METRO server. Standard Logo Standard Logo (Space Constrained)

4 Logo on Colored Background Use the white version of the logo when combined with a dark background or photo. Use the horizontal logo when space is constrained. The white version of the logo is designed to be placed on the gray or blue background, but may be placed on other dark backgrounds as necessary. Standard Logo Standard Logo (Space Constrained)

5 Typography Rock Region METRO is to be written such that only METRO is in ALL CAPS, while only the Rs in Rock Region are capitalized. The organization may be abbreviated as METRO in most electronic or printed documents if the full name, Rock Region METRO, has been used earlier in the document. In simple presentations of the logo, the RR METRO indicator may be used, with a vertical line between the RR and METRO. The Rock Region METRO logo uses the font Nexa in the bold weight setting. Nexa Bold should be used for main titles/headings and Nexa Light should be used for subheadings. The default body text font proposed is Myriad Pro of Minion Pro for documents. The hierarchy is illustrated below: HEADING (28-36 pt) Sub-Heading (18-24 pt) Body text (10-14 pt) Body text (10-14 pt)

6 Proper Use and Sizing of Logo The logo should always be scaled proportionately. Do not redraw, distort, or modify the logo in any way. Always use the original logo file for placement in printed and web materials. Skewed Logo The logo should not be stretched. SIze To ensure the logo is readable, do not scale below this threshold. 1/2 2 Difficult-to-Read Backgrounds/Off-Center Postion The logo should not be placed on certain background colors and patterns if it will not be readable. Allot space around the outside of all dark backgrounds.

7 Service Categories Each of the services offered by Rock Region METRO has its own name. For each name, one design is proposed for display on verhicles and in public information materials. It is assumed that METRO Rapid services will bring in the orange color as a means of illustrating the distinctiveness of the service. METRO Local, Streetcar and Links services are illustrated on the following pages.

8 METRO Local services are standard bus services. These represent the majority of services operated by Rock Region METRO rockregionmetro.org Stop ID 6498

9 D Alternative Color Schemes/Lettering Schemes: C D B -B-E8 -B-E- 90 -E-B6 7 -C-D C D A rockregionmetro.org Stop ID 6498 REV BY : BJM REV D DWN BY : BJM SCAL CHKR : DATE DSGN BY : 3RD A ALL TOLERANCES PER GOMACO GS2 B -B-E- 90 IDA GROVE, IOW 7 8 -B-E E-B C-D- C A REV BY : BJM REV D DWN BY : BJM SCAL CHKR : DATE DSGN BY : 3RD A ALL TOLERANCES PER GOMACO GS2 B 8 7 -B-E- -B-E E-B- 4 -C-D- IDA GROVE, IOW 3 2

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11 Prepare RFB or RFP for vehicle repainting/decals Select contractor to repaint and decal vehicles Keep public updated about % of fleet that has been repainted Uniforms Deploy newly rebranded RR METRO vehicles Consider update to look of driver uniforms (colors, styles) Design and order new patches and/or new driver uniforms Design and order new lapel pins Implementation Timeline Document Templates Administrative Needs Graphics Standards Update all document templates for training manuals, investigated complaints, business letters, reports, spreadsheets, presentations, etc. in PowerPoint, RouteMatch, MS Word, MS Excel, and graphics software. Preliminary cost projections were developed to rebrand existing CATA assets as Rock Region Prepare suggested METRO guidance for staff on answering assets. phones Telephone Adopt graphics standards Host standards, logos, and templates in a readily accessible location on the server Update phone listing with carrier and seek out internet telephone listing sites to make updates Update all voic boxes Update recorded greetings to callers Update background music/recording while caller is on hold Rebranding Implementation (Start Date Sept 2015) Launch Launch Update phone accounts and RR METRO caller ID for outgoing calls Accounts Update name with business licensing, local funders, banks, State of Arkansas, FTA Change addresses to rockregionmetro.org or rrmetro.org Update outgoing signatures Send s to all agency contacts informing them of the new website and addresses, and ask them to update RR METRO's contact information Office Supplies Design and order RR METRO business cards, letterhead, Rebranding Implementation envelopes, (Start mailing Date labels, lbl Sept stamps, 2015) imprints, i FAX cover sheets, binders, folders, and other office tools Launch Launch Inventory and Budgeting Inventory and Budgeting Assets Facilities Bus Stops Vehicles Uniforms Administrative Needs Document Templates Graphics Standards Telephone Accounts Office Supplies Complete inventory of items to rebrand and update the Rebranding Costs spreadsheet Update exterior signage on all facilities Update interior signs, logos, decals and references to former system name Finalize design of bus stop signs Order temporary stickers/postings indicating the name of the system is changing but the stop will remain the same Order new bus stop signs to replace existing signage Replace CAT bus stop signs with RR METRO signs Order bus shelter decals Replace CAT shelter decals with RR METRO decals Replace River Rail signage with updated METRO Streetcar signage Order temporary decals/postings indicating the name of the system is changing and buses may look like CAT or RR METRO buses in the short term; affix to buses Identify vehicles for short term retirement for simple decal/paint changes Finalize repainting/decal designs Prepare RFB or RFP for vehicle repainting/decals Select contractor to repaint and decal vehicles Keep public updated about % of fleet that has been repainted Deploy newly rebranded RR METRO vehicles Consider update to look of driver uniforms (colors, styles) Design and order new patches and/or new driver uniforms Design and order new lapel pins Update all document templates for training manuals, investigated complaints, business letters, reports, spreadsheets, presentations, etc. in PowerPoint, RouteMatch, MS Word, MS Excel, and graphics software. Adopt graphics standards Host standards, logos, and templates in a readily accessible location on the server Update phone listing with carrier and seek out internet telephone listing sites to make updates Update all voic boxes Update recorded greetings to callers Update background music/recording while caller is on hold Prepare suggested guidance for staff on answering phones Update phone accounts and RR METRO caller ID for outgoing calls Update name with business licensing, local funders, banks, State of Arkansas, FTA Change addresses to rockregionmetro.org or rrmetro.org Update outgoing signatures Send s to all agency contacts informing them of the new website and addresses, and ask them to update RR METRO's contact information Design and order RR METRO business cards, letterhead, envelopes, mailing labels, lbl stamps, imprints, i FAX cover sheets, binders, folders, and other office tools Responsibility Apr May June July Aug Sept Oct Nov Dec Jan Feb Consumer Forms Prepare revised forms for public including order forms, paratransit registration forms, complaint/comment forms, Public Inventory Information and Budgeting and Outreach Public Inventory Outreach and Budgeting Kiosk Update Complete any inventory displays of to items reflect to RR METRO rebrand and update the Design Rebranding order Costs new spreadsheet tablecloths Printed Assets Materials Facilities Prepare distribution list for printed materials (schools, Update hospitals, exterior businesses, signage tourist on all destinations, facilities etc.) Update/redesign, interior signs, print, logos, and distribute decals and maps references to include to former new system service designations name and names Bus Stops Finalize Update, design print and of bus distribute stop signs route brochures Update, Order temporary print and stickers/postings distribute METRO indicating Links brochures/materials the name of the system is changing but the stop will remain the same Update, print and distribute METRO Streetcar brochures Order new bus stop signs to replace existing signage Replace Design, print CAT bus and stop distribute signs with pocket RR METRO maps signs Order Confer bus with shelter local chambers decals and CVB to ensure updates to Replace brochures/materials CAT shelter decals printed with by other RR METRO parties decals (especially for Replace METRO Streetcar) River Rail signage with updated METRO Streetcar Promotional items (pens, signage Design and order RR METRO promotional items Vehicles notepads, etc.) Order temporary decals/postings indicating the name of the system Distribute changing RR METRO and promotional buses may look items like at CAT events or RR METRO and buses activities in the short term; affix to buses Press Kit/Media Kit Identify Prepare vehicles and distribute for short term monthly retirement press releases for simple on progress of decal/paint service changes changes and rebranding Finalize repainting/decal designs Prepare RFB a press or RFP kit with for vehicle an overview repainting/decals of RR METRO and system Select history; contractor high resolution to repaint images and of decal logo, vehicles buses, and staff; a Keep transit public system updated fact sheet; about a press % of fleet release that about has been the unveiling repainted of new buses, introduction of new service and rollout of new Deploy brand; sample newly rebranded promotional RR METRO materials, vehicles a staff overview, and Uniforms updated contact information Consider Develop presentation update to look or of Video driver about uniforms RR METRO (colors, styles) Website Revise website design Design Update and website order content new patches and images and/or new driver uniforms Design Direct URLs and order for RR METRO new lapel to pins live site Administrative Needs Document Templates Update information on website registry for search engine Update optimization, all document including templates name of for system, training descriptions, manuals, key words, investigated etc. complaints, business letters, reports, Update spreadsheets, RR METRO presentations, listing web etc. in directories PowerPoint, RouteMatch, MS Update Word, website MS Excel, linksand graphics software. Inventory external links to existing webpage and contact Graphics Standards Adopt owners graphics of external standards sites to update links Prepare Posters Host Develop standards, posters logos, to announce and templates the changes in a readily to transit accessible in the location Rock Region. the server Telephone Update Print and phone post throughout listing with carrier service and area. seek out internet Advertisements/PSAs telephone Develop and listing produce sites radio to make and updates television advertisements or Update updates all voic boxes Rider Newsletter Update Prepare recorded rider newsletter greetings introducing to callers service changes and new Update brand background music/recording while caller is on hold Print and distribute Social Media Prepare Secure new suggested Facebook guidance Pages and for staff Twitter on answering handles, migrate phones existing followers to new pages/handles Update phone and post accounts information and RR METRO relevant for caller migration ID for to outgoing calls RR METRO Accounts Update name references with business to CATA on licensing, other social local media funders, platforms: banks, YouTube, State of Arkansas, Instagram, FTA LinkedIn, Google+ Special Events Conduct Change public addresses meetings to about rockregionmetro.org planned changes or to transit rrmetro.org services and system name Update Plan for outgoing and conduct kick off signatures event to introduce new buses Send into RR METRO s to all transit agency service contacts informing them of the new website and addresses, and ask them to update RR METRO's contact information Office Supplies Design and order RR METRO business cards, letterhead, envelopes, mailing labels, lbl stamps, imprints, i FAX cover sheets, binders, folders, and other office tools Responsibility Apr May June July Aug Sept Oct Nov Dec Jan Feb Consumer Forms Prepare revised forms for public including order forms, paratransit registration forms, complaint/comment forms, Public Information and Outreach Public Outreach Kiosk Update any displays to reflect RR METRO Design and order new tablecloths Printed Materials Prepare distribution list for printed materials (schools, hospitals, businesses, tourist destinations, etc.) Update/redesign, print, and distribute maps to include new service designations and names Update, print and distribute route brochures Update, print and distribute METRO Links brochures/materials Consumer Forms Prepare revised forms for public including order forms, paratransit registration forms, complaint/comment forms, Public Information and Outreach Public Outreach Kiosk Update any displays to reflect RR METRO Design and order new tablecloths Printed Materials Prepare distribution list for printed materials (schools, hospitals, businesses, tourist destinations, etc.) Update/redesign, print, and distribute maps to include new service designations and names Update, print and distribute route brochures Update, print and distribute METRO Links brochures/materials Update, print and distribute METRO Streetcar brochures Update, print and distribute METRO Streetcar brochures Design, print and distribute pocket maps Confer with local chambers and CVB to ensure updates to brochures/materials printed by other parties (especially for METRO Streetcar) Promotional items (pens, Design and order RR METRO promotional items notepads, etc.) Distribute RR METRO promotional items at events and activities Press Kit/Media Kit Prepare and distribute monthly press releases on progress of service changes and rebranding Design, print and distribute pocket maps Confer with local chambers and CVB to ensure updates to brochures/materials printed by other parties (especially for METRO Streetcar) Promotional items (pens, Design and order RR METRO promotional items notepads, etc.) Distribute RR METRO promotional items at events and activities Press Kit/Media Kit Prepare and distribute monthly press releases on progress of service changes and rebranding Prepare a press kit with an overview of RR METRO and system history; high resolution images of logo, buses, and staff; a transit system fact sheet; a press release about the unveiling of new buses, introduction of new service and rollout of new brand; sample promotional materials, a staff overview, and updated contact information Develop presentation or Video about RR METRO Prepare a press kit with an overview of RR METRO and system history; high resolution images of logo, buses, and staff; a transit system fact sheet; a press release about the unveiling of new buses, introduction of new service and rollout of new brand; sample promotional materials, a staff overview, and updated contact information Develop presentation or Video about RR METRO