California Transit Association

📋 1 Guidelines

🔗 Connections

Sector

Public transportation Ngo

Region

Usa

Guideline Year

2013

Language

English

Tags

Transport

Official Websites

Brand Guidelines

2013

Brand Summary

Mission
  • To influence state government in support of public transit systems and the riders they serve, advocating for transit as an essential service that improves communities, stimulates economies, and protects the environment [^1].
Core Values
  • Advocacy for public transit
  • Collaboration and unification
  • Education and training
  • Improving quality of life
  • Inclusivity (serving all citizens, not just riders)
Target Audience
  • State government, transit agencies, association members, community stakeholders, businesses, and the public at large [^2].
Personality Traits
  • Professional
  • Energetic
  • Contemporary
  • Authentic
  • Aspirational
Visual Identity Overview
  • The brand uses a dynamic, modern visual language with clean, professional imagery, geometric shapes, and a color palette inspired by California’s landscapes. The logo features contemporary typography and swooping shapes, emphasizing collaboration and movement. Visual elements are unified across applications, with consistent use of color, typography, and imagery that reflects transit in motion, people, and context [^3].

Categories

Brand Imagery
  • Imagery is a key component in conveying the energy and relevance of an organization. It is an opportunity to reinforce our belief in transit’s ability to improve the quality of life for all. Our photography should speak to the breadth and depth of California’s transportation modes -and do so in a way that is authentic, confident and inspirational.
  • Consider the following rules of thumb for image selection: (1) As a membership-based organization, photography should accurately reflect the diversity of our transit system members, their modes of transportation and their locales. (2) Image selection should prioritize portraying our members’ public transit systems over stock photography solutions. Stock photography conveying public transit in a non-descript manner is acceptable, but use with restraint. Avoid images of transit systems recognizable as being outside of our state or membership base. (3) Photography style matters. Imagery should feel authentic, but remain simple and uncluttered. Avoid overly posed photos. Consider unique crops or photos taken from interesting perspectives.
  • We are moving transit forward and our imagery should reflect the momentum of our organization. Depicting modes of transportation in motion is one way to add energy to our brand. A preferred transit image would include a natural “motion blur” that still allows the audience to understand what is being depicted. Avoid overly hazy or distorted images. Identification of the specific transit system in the photography is permissible, but generally not required.
  • Images of people are an important way to demonstrate the vitality of public transit in our communities and the role transit plays in people’s lives. Candid shots should be selected to bring a sense of realism to our communications. Consider depth of field and interesting crops for added photographic interest. Similar to our approach with transportation vehicles, images of people in motion support our position as a dynamic association supporting an essential service.
  • Highlighting the environment or locale of a transportation mode helps to reinforce the convenience and relevance of public transit. It also serves as an opportunity to feature the facilities and environments of our member systems. Environmental photography should convey transit in an uncluttered and positive manner.
  • The presence of transit riders within the environment brings a human element to the shot, but people are not required for images intended to showcase transit within a specific context.
  • Public transit is in many ways an unseen industry. The planning, managing and maintaining of transit services -from funding negotiations at the state level to local regulatory compliance to daily vehicular maintenance -play a large role in keeping transit in motion. While these images may not be the expected “face” of transit, they have a place in our brand as a way to reiterate what it means to advocate for, and operate, an essential service.
Color Palette
  • Consistent use of color will help unify all applications of the brand, connecting them to our logo from which our color palette originates. The hues form a distinctively fresh palette inspired by the natural landscapes of California while maintaining a professional feel appropriate for a trade association.
  • The primary palette consists of the dominant colors derived from our logo. The secondary palette includes a supporting blue tone, plus a neutral gray. While all four colors may appear within the same application, use color with restraint. Our brand commonly uses color in a supportive manner and frequently as a graphic device (replicating the geometric shapes of logo).
  • See pages 23–35 for sample layouts demonstrating our brand’s approach to color. Adhere to the color specifications outlined here and use qualified vendors and reliable reproduction methods to ensure color consistency.
  • Pantone 2925 C=80 / M=27 / Y=00 / K=00 R=00 / G=150 / B=218 HEX #0096DA
  • Pantone 124 C=07 / M=34 / Y=100 / K=00 R=237 / G=171 / B=00 HEX #EDAB00
  • Pantone 292 C=58 / M=17 / Y=00 / K=00 R=97 / G=175 / B=225 HEX #63AFE1
  • Cool Gray 10 C=61 / M=53 / Y=50 / K=22 R=98 / G=98 / B=101 HEX #626265
Typography
  • Maintaining typeface consistency helps create the distinctive look of our communications. Gotham is our brand’s preferred font for larger, display type such as headlines, subheads and introductory copy. Gotham is a contemporary sans serif font inspired by architectural letterforms found on directional street signs and other public signage of the 1920s. Univers, our brand’s secondary font, complements Gotham and is recommended for body copy and other lengthy text due to its legibility at smaller point sizes.
  • Use Gotham and Univers for all California Transit Association printed communications where possible. When use of Gotham or Univers is not possible, use the recommended web typefaces (see page 14).
  • California Transit Association Typeface Gotham
  • California Transit Association Typeface Univers
  • California Transit Association’s web typefaces are Proxima Nova and Arial. Use Proxima Nova for larger, display type such as headlines, subheads and introductory copy only when Gotham is not available. Use Arial for body copy and other lengthy text only when Univers is not available.
  • Situations where Proxima Nova and Univers cannot be used include but are not restricted to: Microsoft PowerPoint, Microsoft Word documents, or HTML content on web applications.
  • California Transit Association Typeface Proxima Nova
  • California Transit Association Typeface Arial
Logo Usage
  • Our logo is the most highly visible graphic element of our brand and should be used with great diligence. Contemporary typography combined with swooping geometric shapes present our Association as an active, modern and engaging organization. The converging geometric shapes are emblematic of collaboration and bringing a shared vision of transit together. The logo’s color scheme is intended to bring a balanced emphasis to both California and Transit, and was inspired by hues found throughout our state’s naturally diverse landscapes. While use of the full color logo is preferred, several approved alternates are available for when black and white or one-color application is required.
  • Maintaining the proper distance between our logo and other items allows us to clearly convey our brand’s authority over, or endorsement of, neighboring information. The protected area around the logo should be no less than the height of X -with X being equal to the distance that is measured from the top of the type to the top of the upper blue arc as illustrated here. This space should be protected around the entire perimeter of the logo.
  • To ensure legibility and brand recognition, the logo should never be reduced to a size smaller than 3/8" measured in height from the base of the logo to the top of the blue geometric shape as illustrated here.
  • To determine the size of X, measuring the distance between the top of the letters in our name and the top of the upper blue arc shape. Maintain clear space the height and width of X around the entire perimeter of the logo.
  • Logo minimum size (vertical height) : 3/8"
  • Consistent use of color will help unify all applications of the brand, connecting them to our logo from which our color palette originates. The hues form a distinctively fresh palette inspired by the natural landscapes of California while maintaining a professional feel appropriate for a trade association.
  • The primary palette consists of the dominant colors derived from our logo. The secondary palette includes a supporting blue tone, plus a neutral gray. While all four colors may appear within the same application, use color with restraint. Our brand commonly uses color in a supportive manner and frequently as a graphic device (replicating the geometric shapes of logo).
  • Adhere to the color specifications outlined here and use qualified vendors and reliable reproduction methods to ensure color consistency.
  • Pantone 2925 C=80 / M=27 / Y=00 / K=00 R=00 / G=150 / B=218 HEX #0096DA
  • Pantone 124 C=07 / M=34 / Y=100 / K=00 R=237 / G=171 / B=00 HEX #EDAB00
  • Pantone 292 C=58 / M=17 / Y=00 / K=00 R=97 / G=175 / B=225 HEX #63AFE1
  • Cool Gray 10 C=61 / M=53 / Y=50 / K=22 R=98 / G=98 / B=101 HEX #626265
Tone And Messaging
  • The overall tone should be professional, energetic, and contemporary, suitable for a corporate branding guide related to transportation or infrastructure.
  • We are champions of public transit.
  • We believe that public transit is beyond discretionary, that it is essential. Our claims do not come without detractors, and we must convincingly reiterate that transit, indeed, matters.
  • We have a powerful story to tell, and now a bold, new brand through which to share it.
  • If we do not define our brand, others will define it for us. We must be certain about what we stand for and claim it at every touch point.
  • Consistent delivery of our brand – from the words we use to describe the Association to the presentation of our materials – builds a familiarity with key audiences, allowing us to communicate with greater persuasiveness and clarity.
  • Our brand is anchored by a strategic position and illuminated by a comprehensive messaging platform and inspiring visual elements. Working together, these brand assets convey our Association – and transit as a whole – in a more significant, contemporary and relevant manner.
  • The California Transit Association believes public transit is an essential service that is good for all citizens, communities, economies and overall quality of life. We are known as advocates for public transit resources and for guiding a shared vision among transit agencies. This allows California to develop efficient and effective public transit.
  • By claiming public transit is good for all citizens, communities and economies, we are expanding the role and importance of transit to include non-riders, community stakeholders, businesses and the public at-large. It requires a compelling story to effectively accentuate this to everyone. And that’s what our brand is set up to do.
  • Elevating transit to this degree is both authentic, reflecting the passion found within our organization, and aspirational as we heartily commit to defending and promoting a critical component of our state’s well being.
  • Promoting an expanded value of transit, unifying and strengthening advocacy, teaching others in our industry – this is what our Association is about and this is what our brand is built to represent.
  • A brand is strengthened when its messages are adopted and broadcasted back by an intended audience. That’s our goal, and it’s realized by consistent delivery of our external messages.
  • Our tagline embodies the essence of our brand position and is intended for display to external audiences. The Association’s new tagline, Connecting us, works seamlessly with the new visual identity to convey the spirit and purpose of not only our Association, but also transit in general. We connect riders to destinations, communities to economic progress, Association members to lawmakers, industry professionals to like-minded industry professionals. We believe public transit is beyond discretionary – that it is essential – and serves as a vital connection to a better qualify of life for all. For proper use of the tagline, Connecting us, always lower case the ‘u’ and include a period at the end.
  • Connecting us.
Brand Values
  • Public transit improves communities, stimulates economies and helps protect our environment. It benefits even those who never use it. We believe that public transit is beyond discretionary, that it is essential. Our claims do not come without detractors, and we must convincingly reiterate that transit, indeed, matters. We are the California Transit Association. We have a powerful story to tell, and now a bold, new brand through which to share it.
  • Underlying our actions is a core belief that transit’s value extends well beyond moving people from place to place. The spirit in which we advocate for transit is grounded in the idea that with better transit comes better qualify of life for all. This is part of our value proposition and it is embedded in everything we do.
  • How we wish our organization to be perceived is articulated in a brand positioning statement. The statement includes a concise description of what makes us unique, the key value we provide and what this allows our audience to achieve. It is intended as a guidepost for our stakeholders, so that everyone is working to promote the Association in the same manner. It is not a public statement, but influences the decisions we make and will ultimately shape how others experience our brand.
  • The California Transit Association believes public transit is an essential service that is good for all citizens, communities, economies and overall quality of life. We are known as advocates for public transit resources and for guiding a shared vision among transit agencies. This allows California to develop efficient and effective public transit.
  • By claiming public transit is good for all citizens, communities and economies, we are expanding the role and importance of transit to include non-riders, community stakeholders, businesses and the public at-large. It requires a compelling story to effectively accentuate this to everyone. And that’s what our brand is set up to do. While some people embrace transit as essential, others need to better understand transit’s role or simply need more convincing.
  • In essence, we are distinguishing and defining our organization as proponents of a cause – the cause of underserved public transit systems – and by doing so we are establishing ourselves on the forefront of the conversation about transit’s true value. This positions our organization, particular in regards to our interactions with the state’s legislature, as proponents for a better society and not simply proponents for those with a vested interest in public transit.
  • Elevating transit to this degree is both authentic, reflecting the passion found within our organization, and aspirational as we heartily commit to defending and promoting a critical component of our state’s well being.
  • Our organization is also unique and significant for its ability to facilitate collaboration, to unify transit systems for a stronger voice, and the education and training we provide our membership so that member agencies may learn and grow from each other.
  • Promoting an expanded value of transit, unifying and strengthening advocacy, teaching others in our industry – this is what our Association is about and this is what our brand is built to represent.
  • The process of determining our brand positioning statement included analyzing and documenting the many ways our Association delivers value. These value points support our positioning statement and can serve as key messages (talking points) in our communications. A brand is strengthened when its messages are adopted and broadcasted back by an intended audience. That’s our goal, and it’s realized by consistent delivery of our external messages.
  • Our tagline embodies the essence of our brand position and is intended for display to external audiences. The Association’s new tagline, Connecting us, works seamlessly with the new visual identity to convey the spirit and purpose of not only our Association, but also transit in general. We connect riders to destinations, communities to economic progress, Association members to lawmakers, industry professionals to like-minded industry professionals. We believe public transit is beyond discretionary – that it is essential – and serves as a vital connection to a better qualify of life for all. For proper use of the tagline, Connecting us, always lower case the ‘u’ and include a period at the end.
Visual Style
  • Our logo is the most highly visible graphic element of our brand and should be used with great diligence. Contemporary typography combined with swooping geometric shapes present our Association as an active, modern and engaging organization. The converging geometric shapes are emblematic of collaboration and bringing a shared vision of transit together. The logo’s color scheme is intended to bring a balanced emphasis to both California and Transit, and was inspired by hues found throughout our state’s naturally diverse landscapes. While use of the full color logo is preferred, several approved alternates are available for when black and white or one-color application is required.
  • Maintaining the proper distance between our logo and other items allows us to clearly convey our brand’s authority over, or endorsement of, neighboring information. The protected area around the logo should be no less than the height of X -with X being equal to the distance that is measured from the top of the type to the top of the upper blue arc as illustrated here. This space should be protected around the entire perimeter of the logo.
  • To ensure legibility and brand recognition, the logo should never be reduced to a size smaller than 3/8" measured in height from the base of the logo to the top of the blue geometric shape as illustrated here.
  • To determine the size of X, measuring the distance between the top of the letters in our name and the top of the upper blue arc shape. Maintain clear space the height and width of X around the entire perimeter of the logo.
  • Consistent use of color will help unify all applications of the brand, connecting them to our logo from which our color palette originates. The hues form a distinctively fresh palette inspired by the natural landscapes of California while maintaining a professional feel appropriate for a trade association.
  • The primary palette consists of the dominant colors derived from our logo. The secondary palette includes a supporting blue tone, plus a neutral gray. While all four colors may appear within the same application, use color with restraint. Our brand commonly uses color in a supportive manner and frequently as a graphic device (replicating the geometric shapes of logo).
  • Adhere to the color specifications outlined here and use qualified vendors and reliable reproduction methods to ensure color consistency.
  • Pantone 2925 C=80 / M=27 / Y=00 / K=00 R=00 / G=150 / B=218 HEX #0096DA
  • Pantone 124 C=07 / M=34 / Y=100 / K=00 R=237 / G=171 / B=00 HEX #EDAB00
  • Pantone 292 C=58 / M=17 / Y=00 / K=00 R=97 / G=175 / B=225 HEX #63AFE1
  • Cool Gray 10 C=61 / M=53 / Y=50 / K=22 R=98 / G=98 / B=101 HEX #626265
  • Maintaining typeface consistency helps create the distinctive look of our communications. Gotham is our brand’s preferred font for larger, display type such as headlines, subheads and introductory copy. Gotham is a contemporary sans serif font inspired by architectural letterforms found on directional street signs and other public signage of the 1920s. Univers, our brand’s secondary font, complements Gotham and is recommended for body copy and other lengthy text due to its legibility at smaller point sizes.
  • Use Gotham and Univers for all California Transit Association printed communications where possible. When use of Gotham or Univers is not possible, use the recommended web typefaces (see page 14).
  • California Transit Association’s web typefaces are Proxima Nova and Arial. Use Proxima Nova for larger, display type such as headlines, subheads and introductory copy only when Gotham is not available. Use Arial for body copy and other lengthy text only when Univers is not available.
  • Situations where Proxima Nova and Univers cannot be used include but are not restricted to: Microsoft PowerPoint, Microsoft Word documents, or HTML content on web applications.
  • A new set of icons has been designed to work in harmony with the new visual language. The default size is 37px and icons should be used with the flat button container. These can be used in any color unless otherwise specified.
  • Icons are primarily used in web applications. For more information or for the full set of icons contact the California Transit Association’s communication department at (916) 446-4656.
  • Imagery is a key component in conveying the energy and relevance of an organization. It is an opportunity to reinforce our belief in transit’s ability to improve the quality of life for all. Our photography should speak to the breadth and depth of California’s transportation modes -and do so in a way that is authentic, confident and inspirational.
  • Consider the following rules of thumb for image selection: (1) As a membership-based organization, photography should accurately reflect the diversity of our transit system members, their modes of transportation and their locales. (2) Image selection should prioritize portraying our members’ public transit systems over stock photography solutions. Stock photography conveying public transit in a non-descript manner is acceptable, but use with restraint. Avoid images of transit systems recognizable as being outside of our state or membership base. (3) Photography style matters. Imagery should feel authentic, but remain simple and uncluttered. Avoid overly posed photos. Consider unique crops or photos taken from interesting perspectives.
  • We are moving transit forward and our imagery should reflect the momentum of our organization. Depicting modes of transportation in motion is one way to add energy to our brand. A preferred transit image would include a natural “motion blur” that still allows the audience to understand what is being depicted. Avoid overly hazy or distorted images. Identification of the specific transit system in the photography is permissible, but generally not required.
  • Images of people are an important way to demonstrate the vitality of public transit in our communities and the role transit plays in people’s lives. Candid shots should be selected to bring a sense of realism to our communications. Consider depth of field and interesting crops for added photographic interest. Similar to our approach with transportation vehicles, images of people in motion support our position as a dynamic association supporting an essential service.
  • Highlighting the environment or locale of a transportation mode helps to reinforce the convenience and relevance of public transit. It also serves as an opportunity to feature the facilities and environments of our member systems. Environmental photography should convey transit in an uncluttered and positive manner.
  • The presence of transit riders within the environment brings a human element to the shot, but people are not required for images intended to showcase transit within a specific context.
  • Public transit is in many ways an unseen industry. The planning, managing and maintaining of transit services -from funding negotiations at the state level to local regulatory compliance to daily vehicular maintenance -play a large role in keeping transit in motion. While these images may not be the expected “face” of transit, they have a place in our brand as a way to reiterate what it means to advocate for, and operate, an essential service.
Iconography
  • A new set of icons has been designed to work in harmony with the new visual language. The default size is 37px and icons should be used with the flat button container. These can be used in any color unless otherwise specified.
  • Icons are primarily used in web applications. For more information or for the full set of icons contact the California Transit Association’s communication department at (916) 446-4656.
Layout And Composition
  • Maintaining the proper distance between our logo and other items allows us to clearly convey our brand’s authority over, or endorsement of, neighboring information. The protected area around the logo should be no less than the height of X -with X being equal to the distance that is measured from the top of the type to the top of the upper blue arc as illustrated here. This space should be protected around the entire perimeter of the logo.
  • To ensure legibility and brand recognition, the logo should never be reduced to a size smaller than 3/8" measured in height from the base of the logo to the top of the blue geometric shape as illustrated here.
  • To determine the size of X, measuring the distance between the top of the letters in our name and the top of the upper blue arc shape. Maintain clear space the height and width of X around the entire perimeter of the logo.
  • Logo minimum size (vertical height) : 3/8"
  • Consistent use of color will help unify all applications of the brand, connecting them to our logo from which our color palette originates. The hues form a distinctively fresh palette inspired by the natural landscapes of California while maintaining a professional feel appropriate for a trade association.
  • The primary palette consists of the dominant colors derived from our logo. The secondary palette includes a supporting blue tone, plus a neutral gray. While all four colors may appear within the same application, use color with restraint. Our brand commonly uses color in a supportive manner and frequently as a graphic device (replicating the geometric shapes of logo).
  • See pages 23–35 for sample layouts demonstrating our brand’s approach to color. Adhere to the color specifications outlined here and use qualified vendors and reliable reproduction methods to ensure color consistency.
  • Gotham is our brand’s preferred font for larger, display type such as headlines, subheads and introductory copy. Univers, our brand’s secondary font, complements Gotham and is recommended for body copy and other lengthy text due to its legibility at smaller point sizes.
  • Use Gotham and Univers for all California Transit Association printed communications where possible. When use of Gotham or Univers is not possible, use the recommended web typefaces (see page 14).
  • California Transit Association’s web typefaces are Proxima Nova and Arial. Use Proxima Nova for larger, display type such as headlines, subheads and introductory copy only when Gotham is not available. Use Arial for body copy and other lengthy text only when Univers is not available.
  • Situations where Proxima Nova and Univers cannot be used include but are not restricted to: Microsoft PowerPoint, Microsoft Word documents, or HTML content on web applications.
  • The default size is 37px and icons should be used with the flat button container. These can be used in any color unless otherwise specified.
  • Layouts feature our Association logo within a calm, clean design that establishes our brand while naturally reserving areas for content. The geometric shapes from the logo are repeated as a secondary graphic device, adding uniqueness and interest to the layouts. Consistent design application across the collateral system enhances the recognition of, and confidence in, our brand.
  • Letterhead (8.5" x 11")
  • Paper: Mohawk Superfine Ultrawhite Smooth 28Ib text
  • No.10 Policy Envelope (9.5" x 4.125")
  • Paper: Mohawk Superfine Ultrawhite Smooth 80Ib text
  • Business Card * (3.5" x 2")
  • Paper: Mohawk Superfine Ultrawhite Smooth 130Ib cover
    • The union bug can be incorporated on the back lower left corner of the card but it is not mandatory.
  • Large Envelope (9.5" x 12.625")
  • Mailing Label (4.5" x 3")
  • Paper: Mohawk Superfine Ultrawhite Smooth Label 60Ib text
  • Card (5" x 7")
  • Paper: Mohawk Superfine Ultrawhite Smooth 1 00lb cover
  • A7 Envelope (5.25" x 7.25")
  • Custom Folder (9" x 12")
  • Paper: Mohawk Superfine Ultrawhite Smooth 120Ib cover
Planning And Organization
  • Public transit is in many ways an unseen industry. The planning, managing and maintaining of transit services -from funding negotiations at the state level to local regulatory compliance to daily vehicular maintenance -play a large role in keeping transit in motion. While these images may not be the expected “face” of transit, they have a place in our brand as a way to reiterate what it means to advocate for, and operate, an essential service.
🐛 Report