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📋 1 Guidelines

🔗 Connections

Sector

Public sector Public transportation

Region

Usa

Guideline Year

2005

Language

English

Tags

Transport

Official Websites

Brand Guidelines

2005

Brand Summary

Mission
  • To establish guidelines that assure a consistent expression of Metro’s new visual identity, capturing the brand’s positioning, character, and uniqueness. The identity leverages attitude, emotional, and executional elements to express the brand’s distinctiveness [^1].
Core Values
  • consistency
  • distinctiveness
  • clarity
  • approachability
  • friendliness
Target Audience
  • Individuals and organizations responsible for creating or implementing Metro communication materials, as well as the broader public served by the Southwest Ohio Regional Transit Authority [^2].
Personality Traits
  • friendly
  • approachable
  • bold
  • modern
  • artistic
Visual Identity Overview
  • Metro’s visual identity centers on a stylized blue asterisk or flower, encircled by a vibrant lime-green brushstroke, with large amounts of white space. The preferred logo uses a watercolor effect, emphasizing vibrancy, artistic flair, and clarity. The brandmark is always paired with bold, uppercase ‘METRO’ type, and the color palette includes PMS 286 (blue), PMS 382 (lime green), Cool Gray 1, and white. Typography is based on Optima, chosen for its friendly and approachable qualities. The overall style is modern, clean, and dynamic, with consistent logo usage and staging guidelines [^3].

Categories

Brand Imagery
  • The image should feature a large, stylized blue flower with five broad petals, each with a slightly irregular, artistic edge, occupying a significant central portion of the image. Surrounding the flower, there should be a clean white background. Two curved, brushstroke-like green arcs should frame part of the flower, one at the top right and one at the bottom left, adding a dynamic, flowing element to the composition. These green strokes are thick, with a textured appearance and slight variations in tone, suggesting a hand-painted style. The overall composition should be vibrant and abstract, emphasizing the contrast between the vivid blue flower and the lively green arcs against the predominantly white background, evoking a fresh, artistic feel.
  • The new Metro brandmark is made up of two key elements, the circular burst and the Metro type. These two elements should be used together without modification as specified below.
  • The Primary Branding Unit is comprised of both the circular burst and the Metro type.
Color Palette
  • The primary color treatment of the Brandmark requires the circular burst to be printed using CMYK. The color targets that make up the essence of the brand are: PMS 286, PMS 382, and PMS Cool Gray 1. The key equity color is PMS 286. White is also a key equity color. Large amounts of white surrounding the brandmark is essential in capturing the brand’s character.
  • The primary color palette consists of these colors. Each color specifies the PANTONE® color system to be used as Target colors and may be substituted by 4-color (CMYK) process.
  • This color proof of the Metro Brandmark should serve as a color target for all applications.
  • The new Metro Brand mark should appear on a white background with large amounts of white surrounding.
  • The new Metro Brand mark should appear on a white background when possible. In specific instances (ie: hats and uniform jackets) when this is not possible, a white keyline has been added to the circular burst. White type should be substituted when on a dark background.
  • DO NOT let background color show through behind the circular burst. Ensure Metro type is legible.
  • Note consistent use of equity colors with large amounts of white where possible.
Typography
  • The typeface selected for the Metro Brand works with the logo to communicate friendliness and approachability. It is intended to enhance the overall identity. This section shows the correct nature in which to use these. OPTIMA -bold ABC DE FG HIJKLMNO PQ RSTU VWXYZ abcdefghijklmnopqrstuvwxy 123456789 OPTIMA -regular ABC DE FG H IJ KLM NO PQ RST UVWXYZ abcdefghijklmnopqrstuvwxy 123456789
  • Use of the font Optima for brand consistency.
Logo Usage
  • The new Metro brandmark is made up of two key elements, the circular burst and the Metro type. These two elements should be used together without modification as specified below.
  • The Primary Branding Unit is comprised of both the circular burst and the Metro type.
Visual Style
  • The new Metro brandmark is made up of two key elements, the circular burst and the Metro type. These two elements should be used together without modification as specified below.
  • Variaitons of the Metro Brandmark have been created for optimal use for specific applications. Refer to the following pages to select the correct logo for your needs. In all cases, the “watercolor” logo is preferred. When this is not possible a flat simplified logo can be substituted.
  • This “watercolor” effect logo is the preferred brandmark for all applications. It most accurately depicts the feeling we are trying to achieve.
  • This flat logo is a secondary alternative for the Metro brandmark when use of the “watercolor” logo is not possible (ie: embroidery).
  • The primary color treatment of the Brandmark requires the circular burst to be printed using CMYK. The color targets that make up the essence of the brand are: PMS 286, PMS 382, and PMS Cool Gray 1. The key equity color is PMS 286. White is also a key equity color. Large amounts of white surrounding the brandmark is essential in capturing the brand’s character.
  • The primary color palette consists of these colors. Each color specifies the PANTONE® color system to be used as Target colors and may be substituted by 4-color (CMYK) process.
  • This color proof of the Metro Brandmark should serve as a color target for all applications.
  • The new Metro Brand mark should appear on a white background with large amounts of white surrounding.
  • At least an “M” height f white space should surround the Metro Brandmark
  • The new Metro Brand mark should appear on a white background when possible. In specific instances (ie: hats and uniform jackets) when this is not possible, a white keyline has been added to the circular burst. White type should be substituted when on a dark background.
  • DO NOT let background color show through behind the circular burst. Ensure Metro type is legible.
  • Note consistent use of equity colors with large amounts of white where possible.
Layout And Composition
  • The new Metro brandmark is made up of two key elements, the circular burst and the Metro type. These two elements should be used together without modification as specified below.
  • The Primary Branding Unit is comprised of both the circular burst and the Metro type.
  • The new Metro Brand mark should appear on a white background with large amounts of white surrounding.
  • At least an “M” height f white space should surround the Metro Brandmark
  • The new Metro Brand mark should appear on a white background when possible. In specific instances (ie: hats and uniform jackets) when this is not possible, a white keyline has been added to the circular burst. White type should be substituted when on a dark background.
  • DO NOT let background color show through behind the circular burst. Ensure Metro type is legible.
  • This layout should be used for all bus signage. Adaptations may be necessary depending on size variations, but overall look should remain consistent.
🐛 Report