ATL

📋 1 Guidelines

🔗 Connections

Sector

Public sector Public transportation

Region

Usa

Guideline Year

2019

Language

English

Tags

Transport

Official Websites

Brand Guidelines

2019

Brand Summary

Mission
  • To provide an integrated and convenient transit experience and an expanded long-term solution to the region’s traffic issues, creating a more comprehensive, reliable, and connected transit network across a 13-county region of metro Atlanta [^1].
Core Values
  • smart
  • optimistic
  • harmonious
  • innovative [^2]
Target Audience
  • Metro Atlanta residents and business owners frustrated with growing traffic issues and siloed transit options [^3].
Personality Traits
  • smart
  • optimistic
  • harmonious
  • innovative [^2]
Visual Identity Overview
  • The ATL brand visual identity is modern, geometric, and stylized, featuring a logo with alternating red and blue branches in a snowflake/star pattern. The logo projects strength in simplicity, inclusivity, and progress, with clear guidelines for color usage and logo orientations to ensure consistency and legibility across all applications [^5].

Categories

Brand Voice
  • SMART / OPTIMISTIC / HARMONIOUS / INNOVATIVE
Brand Imagery
  • The primary ATL logo colors are ATL Phoenix and ATL Twilight. Pantone colors (PMS) are for PRINT ONLY and should never be used in web or digital placements. RGB and HEX are the only appropriate color formats for digital use. When the 2-color ATL logo is used, the letters “ATL’’ or the words “Atlanta­Region Transit Link Authority” should appear in ATL Twilight. To maintain the integrity of the brand, the ATL logo should be used appropriately and in strict accordance with the usage specifications outlined in this document. Deviation from these guidelines is not recommended.
  • ATL PHOENIX PANTONE 1787C CO M90 Y70 K0 R238 G64 B74 HEX #ee404a
  • ATL TWILIGHT PANTONE 293C C100 M70 Y0 K14 R0 G79 B150 HEX #004f97
  • The ATL logo has vertical and horizontal orientations. Certain orientations will be better suited for particular layouts and applications. Please use them accordingly.
  • All ATL logo orientations are available with and without the full acronym, Atlanta-Region Transit Link Authority.
Color Palette
  • The primary ATL logo colors are ATL Phoenix and ATL Twilight.
  • Pantone colors (PMS) are for PRINT ONLY and should never be used in web or digital placements. RGB and HEX are the only appropriate color formats for digital use.
  • When the 2-color ATL logo is used, the letters “ATL’’ or the words “Atlanta­Region Transit Link Authority” should appear in ATL Twilight.
  • To maintain the integrity of the brand, the ATL logo should be used appropriately and in strict accordance with the usage specifications outlined in this document. Deviation from these guidelines is not recommended.
  • ATL PHOENIX PANTONE 1787C CO M90 Y70 K0 R238 G64 B74 HEX #ee404a
  • ATL TWILIGHT PANTONE 293C C100 M70 Y0 K14 R0 G79 B150 HEX #004f97
Logo Usage
  • The purpose of this guide is to ensure proper usage of the ATL logo so that a consistent, well-recognized brand identity can be maintained. The guidelines contained in this document should be applied, without exception, to all visual materials produced and printed for and about the ATL.
  • The Atlanta-Region Transit Link Authority (the ATL) logo and other visual materials may not be used without written permission from the Authority. Use of the logo on digital and printed material and transportation assets such as buses, rail cars and similar vehicles is subject to review and prior approval must be obtained. Unauthorized reproduction of the ATL logotype or its elements is a violation of law and subject to penalties. The guidelines contained in this document should be applied, without exception, to all visual materials produced and printed for and about the ATL. Please contact Ericka Davis, Chief Communications Officer, edavis@srta.ga.gov or 404-893-3033 to obtain permission.
  • The primary ATL logo colors are ATL Phoenix and ATL Twilight.
  • Pantone colors (PMS) are for PRINT ONLY and should never be used in web or digital placements. RGB and HEX are the only appropriate color formats for digital use.
  • When the 2-color ATL logo is used, the letters “ATL’’ or the words “Atlanta­Region Transit Link Authority” should appear in ATL Twilight.
  • To maintain the integrity of the brand, the ATL logo should be used appropriately and in strict accordance with the usage specifications outlined in this document. Deviation from these guidelines is not recommended.
  • The ATL logo has vertical and horizontal orientations. Certain orientations will be better suited for particular layouts and applications. Please use them accordingly.
  • All ATL logo orientations are available with and without the full acronym, Atlanta-Region Transit Link Authority.
  • When possible, the two-color version of the logo in ATL Pheonix and ATL Twilight should be used.
  • When a one-color version is needed on a light background, the ATL logo should appear in either ATL Twilight (blue), ATL Iron (dark grey) or ATL Silver (light grey.)
  • When using the logo on a dark background, choose the appropriate version that maintains enough contrast and legibility. Whenever possible, use the ATL Pheonix (red)+ white version of the logo on dark backgrounds. Note that this version of the logo is technically only one­color for printing purposes unless white ink is being used.
  • Alternatively, the one-color White or ATL Silver (light grey) can be used.
  • Pantones (PMS) are for PRINT ONLY and should never be used in web or digital placements. RGB and HEX are the only appropriate color formats for digital use.
  • The ATL logo should not be used in any circumstance where the vertical version of the logo is shorter than .5” or 35 pixels high or any of the horizontal versions of the logo shorter than .25” or 17 pixels high. Producing the logo at a size smaller than this will jeopardize the integrity of the ATL brand.
  • In order to give the ATL logo maximum legibility and exposure, please allow for an area of clearance from other graphic elements around the logo. The distance of clearance should be the width of the A on all sides. This will give the logo prominence and ensure that it will not be obscured or diminished.
  • Illustrated below are several examples of ways NOT to use the ATL logo. Using the logo in any way other than the proper usage will undermine the integrity of the ATL brand.
  • Never use Pantone (PMS) or CMYK in web or digital placements. Pantone colors are for PRINT USE ONLY.
  • RGB and HEX are the only appropriate color formats for digital use.
  • Never place the logo on top of a background when there is not sufficient contrast to see the logo clearly.
  • Use the appropriate color version of the logo and/or adjust the background to create sufficient contrast.
  • Never place the logo against a drop shadow.
  • Never stretch the logo or logotype.
  • Never place any borders around the logo.
  • Never change the logo color.
  • Never rotate or slant the logo.
  • Never typeset the logo type.
Tone And Messaging
  • A brand is more than a logo. It’s a set of ideas and convictions, an attitude and a style. As the ATL establishes itself as the Atlanta-Region Transit Link Authority and aims toward the vision of a unified transit system, we deliver this brand book as a tool for creating brand consistency. The following pages summarize what the ATL brand stands for and provide guidance on how to bring the brand to life.
  • For metro Atlanta residents and business owners frustrated with growing traffic issues and siloed transit options, the ATL is a regional solution that provides improved connectivity, a seamless and convenient transit experience and continued economic growth and development across the designated 13-county region.
  • The Atlanta-Region Transit Link Authority (the ATL) is a regional transit governance and funding structure created by the Georgia State Legislature to provide an integrated and convenient transit experience and an expanded long-term solution to the region’s traffic issues. The leading focus of the organization is to create a more comprehensive, reliable and connected transit network across a 13-county region of metro Atlanta. To achieve the stated goals, the ATL will first need to establish trust with key audiences by building a strong brand foundation through comprehensive and transparent communication. The ATL will grow brand awareness to increase reach to key audiences throughout the region.
  • SMART / OPTIMISTIC / HARMONIOUS / INNOVATIVE
Brand Values
  • It’s a set of ideas and convictions, an attitude and a style. As the ATL establishes itself as the Atlanta-Region Transit Link Authority and aims toward the vision of a unified transit system, we deliver this brand book as a tool for creating brand consistency. The following pages summarize what the ATL brand stands for and provide guidance on how to bring the brand to life.
  • For metro Atlanta residents and business owners frustrated with growing traffic issues and siloed transit options, the ATL is a regional solution that provides improved connectivity, a seamless and convenient transit experience and continued economic growth and development across the designated 13-county region.
  • The Atlanta-Region Transit Link Authority (the ATL) is a regional transit governance and funding structure created by the Georgia State Legislature to provide an integrated and convenient transit experience and an expanded long-term solution to the region’s traffic issues. The leading focus of the organization is to create a more comprehensive, reliable and connected transit network across a 13-county region of metro Atlanta. To achieve the stated goals, the ATL will first need to establish trust with key audiences by building a strong brand foundation through comprehensive and transparent communication. The ATL will grow brand awareness to increase reach to key audiences throughout the region.
  • SMART OPTIMISTIC HARMONIOUS INNOVATIVE
Visual Style
  • The visual identity outlined in the following pages is designed to express a consistent and cohesive brand story. The identity begins with visual style attributes, which serve as a foundation for creative direction.
  • The guidelines contained in this document should be applied, without exception, to all visual materials produced and printed for and about the ATL.
  • The Atlanta-Region Transit Link Authority (the ATL) logo and other visual materials may not be used without written permission from the Authority. Use of the logo on digital and printed material and transportation assets such as buses, rail cars and similar vehicles is subject to review and prior approval must be obtained. Unauthorized reproduction of the ATL logotype or its elements is a violation of law and subject to penalties. The guidelines contained in this document should be applied, without exception, to all visual materials produced and printed for and about the ATL.
  • The primary ATL logo colors are ATL Phoenix and ATL Twilight.
  • Pantone colors (PMS) are for PRINT ONLY and should never be used in web or digital placements. RGB and HEX are the only appropriate color formats for digital use.
  • When the 2-color ATL logo is used, the letters “ATL’’ or the words “Atlanta­Region Transit Link Authority” should appear in ATL Twilight.
  • To maintain the integrity of the brand, the ATL logo should be used appropriately and in strict accordance with the usage specifications outlined in this document. Deviation from these guidelines is not recommended.
  • ATL PHOENIX PANTONE 1787C CO M90 Y70 KO R238 G64 B74 HEX#ee404a
  • ATL TWILIGHT PANTONE 293C C100 M70 YO K14 RO G79 B150 HEX#004f97
  • The ATL logo has vertical and horizontal orientations. Certain orientations will be better suited for particular layouts and applications. Please use them accordingly.
  • All ATL logo orientations are available with and without the full acronym, Atlanta-Region Transit Link Authority.
Iconography
  • The symbol (AKA “logo”) is the centerpiece of the ATL’s visual identity. It is designed as an icon that projects strength in simplicity and is intended to represent the ideas of inclusivity and progress.
  • Shapes in the form of an “A” work like arrows spiraling around a central axis, symbolizing the freedom of movement provided to the Atlanta region. These arrows point both inward and away from the center, creating pulse-like movement and excitement for transit opportunities.
  • » The logo mark is reflective of a compass, providing clarity and guidance to transit users. It is also reminiscent of a star and stars have provided guidance to travelers for thousands of years.
  • » The distinctive A without a crossbar points upward, symbolizing the optimism and forward momentum of the ATL.
  • The primary ATL logo colors are ATL Phoenix and ATL Twilight.
  • Pantone colors (PMS) are for PRINT ONLY and should never be used in web or digital placements. RGB and HEX are the only appropriate color formats for digital use.
  • When the 2-color ATL logo is used, the letters “ATL’’ or the words “Atlanta­Region Transit Link Authority” should appear in ATL Twilight.
  • To maintain the integrity of the brand, the ATL logo should be used appropriately and in strict accordance with the usage specifications outlined in this document. Deviation from these guidelines is not recommended.
  • ATL PHOENIX PANTONE 1787C CO M90 Y70 K0 R238 G64 B74 HEX #ee404a
  • ATL TWILIGHT PANTONE 293C C100 M70 Y0 K14 R0 G79 B150 HEX #004f97
  • The ATL logo has vertical and horizontal orientations. Certain orientations will be better suited for particular layouts and applications. Please use them accordingly.
  • All ATL logo orientations are available with and without the full acronym, Atlanta-Region Transit Link Authority.
Layout And Composition
  • The ATL logo has vertical and horizontal orientations. Certain orientations will be better suited for particular layouts and applications. Please use them accordingly.
  • All ATL logo orientations are available with and without the full acronym, Atlanta-Region Transit Link Authority.
  • In order to give the ATL logo maximum legibility and exposure, please allow for an area of clearance from other graphic elements around the logo. The distance of clearance should be the width of the A on all sides. This will give the logo prominence and ensure that it will not be obscured or diminished.
  • The ATL logo should not be used in any circumstance where the vertical version of the logo is shorter than .5” or 35 pixels high or any of the horizontal versions of the logo shorter than .25” or 17 pixels high. Producing the logo at a size smaller than this will jeopardize the integrity of the ATL brand.
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