Kansas City Streetcar

Official Websites

• https://kcstreetcar.org
• https://ridekc.org

Brand Guidelines

2015

Brand Summary

Mission

• To provide a unified, modern, and accessible public transportation system for the Greater Kansas City Area, connecting various modes of transit under the RideKC brand and enhancing mobility for all residents and visitors [^1].

Core Values

• connectivity
• accessibility
• regional unity
• modernity
• community pride

Target Audience

• Residents and visitors of the Greater Kansas City Area seeking efficient, recognizable, and integrated public transportation options [^2].

Personality Traits

• open
• friendly
• modern
• recognizable
• community-oriented

Visual Identity Overview

• The visual identity features a classic logotype paired with a proprietary icon inspired by international rail symbols, uniquely adapted for Kansas City. The brand uses a consistent blue color palette, clean and modern typography, and a visual language that emphasizes clarity, unity, and pride. Iconography and logo marks are carefully crafted for maximum readability and impact, with strict guidelines for usage, clear space, and contrast. The heart element and pride marks reinforce community connection and excitement [^3].

Categories

Brand Imagery

• The excitement is then layered on top of this more functional logo and mark with a visual brand language that is unique to the streetcar communications.
• The KC Streetcar logotype and symbol are only used together without the regional brand as the secondary logo. See page 12 for usage.
• This is the primary logo. See pages 10-12 for usage.
• Note: The squares used are examples of background colors and are not part of the design.
• BLACK AND WHITE
• ONE COLOR (REVERSED OUT PMS COLOR THAT PROVIDES HIGH CONTRAST)
• This icon is used for wayfinding applications such as signage and mapping. Universal icons are a proven way to help people from all over the world identify transportation.
• Our KC Streetcar icon is based on the universal icon for rail transit, but has been modified to feel more like our streetcar and also to make it unique to Kansas City.
• This icon has been carefully crafted for maximum readability and impact. It should not be altered in any way.
• • On wayfinding signage and mapping.
• • Can be used as a design element in branded communications when accompanying a primary or secondary logo. (See Wild Posting sample, page 49.)
• The double lines symbolize the streetcar track.
• This should be used on promotional materials, social media and other items that build excitement, pride and interest in the KC Streetcar.
• • Informal spirit-related communications such as social media, apparel for supporters, buttons, etc.
• • Never use alone in communications that might go to anyone who is not familiar with the brand. For example, it works on at-shirt because the wearer will be an advocate and share the story if asked. It does not work on an advertisement without support of the primary or secondary logo because people who are not familiar might not understand.
• • Use on construction communications, buttons and social media in places where the heart doesn’t give enough information.
• Listed are the minimum sizes for the KC Streetcar family of marks.
• NOTE: All minimum sizes should be determined by the total height of the mark.
• .25 IN MINIMUM SIZE
• .25” MINIMUM SIZE
• 0.25” MINIMUM SIZE
• .15” MINIMUM SIZE
• .75” MINIMUM SIZE
• The KC Streetcar logotypes retain their visual impact in a wide range background colors. However at certain levels of contrast the logo does not retain the visual impact that it needs to communicate effectively. This diagram shows ideal contrast levels for maximum logo impact. These percentages are not guidelines; they are merely to illustrate the most effective levels on contrast.
• The minimum area around marks or icons 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.
• A,B,C: Space is equal to the size of the K in KC
• A, B: Space is equal to the size of the K in KC
• C, D: Space is equal to the size of the Streetcar wind­shield height
• E, F: Space is equal to the size of K in KC
• The unregistered trademark symbol “TM” will need to be resized for small, large and item specific usage. It should be resized to be barely legible based on the logo size. Please follow the following diagrams for proper align­ment.
• Incorrect use of the KC Streetcar logo compromises its integrity and effectiveness. The examples of logo misuse below are not comprehensive; they are only a small sample of possible misuses of the KC Streetcar logo. To ensure accurate, consistent reproduction of the KC Streetcar logo, never alter, add to or attempt to rec re ate it.
• Always use the approved digital artwork, available from the KC Streetcar Authority.
• Don’t change the color of the logos or individual elements within.
• Don’t change the proportions of the logo elements.
• Don’t combine the logos with other text unless specified.
• Don’t rearrange the logos.
• Don’t stretch the logos disproportionately.
• Don’t change the spacing of the KC in the logo.
• Don’t fill the logos with patterns or photographs.
• Don’t set KC in a different font.
• Don’t alter the streetcar icon.
• The Streetcar logo should not be paired with .com or other web address. Today’s modern web browsers and search engines make this unnecessary and the .com also compromises the brand’s modern look. Users can easily find our website and information by searching RideKC or KC Streetcar in their web browser.

Color Palette

• BLACK AND WHITE
• ONE COLOR (REVERSED OUT PMS COLOR THAT PROVIDES HIGH CONTRAST)
• ONE COLOR (BACKGROUND COLOR MUST PROVIDE HIGH CONTRAST)
• REVERSED
• WHITE (BACKGROUND COLOR MUST PROVIDE HIGH CONTRAST)

Logo Usage

• The KC Streetcar logotype and symbol are only used together without the regional brand as the secondary logo. See page 12 for usage.
• This is the primary logo. See pages 10-12 for usage.
• The primary logo should be used in most applications. This logo should always be the most prominent mark used.
• Note: The squares used are examples of background colors and are not part of the design.
• BLACK AND WHITE
• ONE COLOR (REVERSED OUT PMS COLOR THAT PROVIDES HIGH CONTRAST)
• This is an alternate version of the primary mark that will be used when the horizontal mark is size prohibitive.
• This is an alternate version of the primary mark that will be used when there is another cue to associated it with the streetcar and after people become more familiar with the streetcar symbol.
• • Use on Streetcar vehicle. We don’t need to put the word streetcar on what is obviously a streetcar.
• • Use when Streetcar language is visible elsewhere on communication.
• • Use in future when Streetcar Icon is established and consumers can identify the Icon without verbal cues.
• • Use when Primary Brand mark becomes smaller than minimum size.
• This is an alternate, horizontal version of the primary mark that will educate the public to associate the KC Streetcar proprietary icon with the streetcar. This mark will be used in the early roll-out of the streetcar brand before the system is operational and will eventually be replaced by the primary logo.
• • Use when Ride language is visible elsewhere on communication.
• • Use when the Authority is communicating solely about the Streetcar. For example, during the construction phase.
• This is an alternate version of the secondary usage that will pair with the KC Streetcar proprietary icon when the icon is used as a large design element. This mark may be used in the early roll-out of the streetcar brand and will eventually be replaced by the primary logo.
• • Use when Streetcar Icon is visible elsewhere on communication. (See Wild Posting example, page 46)
• • Use when Streetcar Icon becomes smaller than minimum size.
• This is an familiar version of the primary mark is an informal version that was created to be used only when the larger KC Streetcar message is very clear. It is a support logo primarily used for streetcar pride. It’s a shorthand.
• Use as simplified secondary element.
• Use as shorthand for Streetcar pride.
• Not for use for URL.
• Not for use as Primary Brandmark.
• KC BLACK AND WHITE KC ONE COLOR (PMS 2184 C)
• This icon is used for wayfinding applications such as signage and mapping. Universal icons are a proven way to help people from all over the world identify transportation.
• Our KC Streetcar icon is based on the universal icon for rail transit, but has been modified to feel more like our streetcar and also to make it unique to Kansas City.
• This icon has been carefully crafted for maximum readability and impact. It should not be altered in any way.
• • On wayfinding signage and mapping.
• • Can be used as a design element in branded communications when accompanying a primary or secondary logo. (See Wild Posting sample, page 49.)
• To support the immediate communications needs as construction begins and the community votes on expansion, the visual language has been extended to a heart element that draws on the growing culture of KC love and our heartland heritage.
• The double lines symbolize the streetcar track.
• This should be used on promotional materials, social media and other items that build excitement, pride and interest in the KC Streetcar.
• • Informal spirit-related communications such as social media, apparel for supporters, buttons, etc.
• • Never use alone in communications that might go to anyone who is not familiar with the brand. For example, it works on at-shirt because the wearer will be an advocate and share the story if asked. It does not work on an advertisement without support of the primary or secondary logo because people who are not familiar might not understand.
• ONE COLOR (BACKGROUND COLOR MUST PROVIDE HIGH CONTRAST)
• This stamp is an evolution of the stamp that was used during the early phases of the streetcar.
• • Use on construction communications, buttons and social media in places where the heart doesn’t give enough information.
• This mark is specifically for the Streetcar Authority and should only be used on corporate communications.
• • Used for business-to-business corporate communications initiated by the authority.
• The KC Streetcar logotypes retain their visual impact in a wide range of sizes. However, when the logo is reproduced too small, it no longer has the visual impact that it needs to be effective at communicating with users. Listed are the minimum sizes for the KC Streetcar family of marks.
• NOTE: All minimum sizes should be determined by the total height of the mark.
• .25 IN MINIMUM SIZE
• .25” MINIMUM SIZE
• 0.25” MINIMUM SIZE
• .15” MINIMUM SIZE
• .75” MINIMUM SIZE
• The KC Streetcar logotypes retain their visual impact in a wide range background colors. However at certain levels of contrast the logo does not retain the visual impact that it needs to communicate effectively. This diagram shows ideal contrast levels for maximum logo impact. These percentages are not guidelines; they are merely to illustrate the most effective levels on contrast.
• Note: This information applies to all logos and marks for the KC Streetcar this particular logo is merely used as an example.
• The minimum area around marks or icons 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.
• A,B,C: Space is equal to the size of the K in KC
• A, B: Space is equal to the size of the K in KC
• C, D: Space is equal to the size of the Streetcar wind­shield height
• E, F: Space is equal to the size of K in KC
• The unregistered trademark symbol “TM” will need to be resized for small, large and item specific usage. It should be resized to be barely legible based on the logo size. Please follow the following diagrams for proper align­ment.
• Incorrect use of the KC Streetcar logo compromises its integrity and effectiveness. The examples of logo misuse below are not comprehensive; they are only a small sample of possible misuses of the KC Streetcar logo. To ensure accurate, consistent reproduction of the KC Streetcar logo, never alter, add to or attempt to rec re ate it.
• Always use the approved digital artwork, available from the KC Streetcar Authority.
• Don’t change the color of the logos or individual elements within.
• Don’t change the proportions of the logo elements.
• Don’t combine the logos with other text unless specified.
• Don’t rearrange the logos.
• Don’t stretch the logos disproportionately.
• Don’t change the spacing of the KC in the logo.
• Don’t fill the logos with patterns or photographs.
• Don’t set KC in a different font.
• Don’t alter the streetcar icon.
• The Streetcar logo should not be paired with .com or other web address. Today’s modern web browsers and search engines make this unnecessary and the .com also compromises the brand’s modern look. Users can easily find our website and information by searching RideKC or KC Streetcar in their web browser.

Visual Style

• The Streetcar logotype has a classic look and feel that is immediately recognizable, easy to understand and fits within the greater regional system.
• The streetcar symbol gives the international rail icon a uniquely Kansas City twist with an open, friendly feel. It also gives a nod to the sleek, modern look of Kansas City’s streetcar vehicles.
• The excitement is then layered on top of this more functional logo and mark with a visual brand language that is unique to the streetcar communications.
• The KC Streetcar logotype and symbol are only used together without the regional brand as the secondary logo. See page 12 for usage.
• The primary logo should be used in most applications. This logo should always be the most prominent mark used.
• Note: The squares used are examples of background colors and are not part of the design.
• BLACK AND WHITE
• ONE COLOR (REVERSED OUT PMS COLOR THAT PROVIDES HIGH CONTRAST)
• This is an alternate version of the primary mark that will be used when the horizontal mark is size prohibitive.
• This is an alternate version of the primary mark that will be used when there is another cue to associated it with the streetcar and after people become more familiar with the streetcar symbol.
• • Use on Streetcar vehicle. We don’t need to put the word streetcar on what is obviously a streetcar.
• • Use when Streetcar language is visible elsewhere on communication.
• • Use in future when Streetcar Icon is established and consumers can identify the Icon without verbal cues.
• • Use when Primary Brand mark becomes smaller than minimum size.
• This is an alternate, horizontal version of the primary mark that will educate the public to associate the KC Streetcar proprietary icon with the streetcar. This mark will be used in the early roll-out of the streetcar brand before the system is operational and will eventually be replaced by the primary logo.
• • Use when Ride language is visible elsewhere on communication.
• • Use when the Authority is communicating solely about the Streetcar. For example, during the construction phase.
• This is an alternate version of the secondary usage that will pair with the KC Streetcar proprietary icon when the icon is used as a large design element. This mark may be used in the early roll-out of the streetcar brand and will eventually be replaced by the primary logo.
• • Use when Streetcar Icon is visible elsewhere on communication. (See Wild Posting example, page 46)
• • Use when Streetcar Icon becomes smaller than minimum size.
• This is an familiar version of the primary mark is an informal version that was created to be used only when the larger KC Streetcar message is very clear. It is a support logo primarily used for streetcar pride. It’s a shorthand.
• Use as simplified secondary element.
• Use as shorthand for Streetcar pride.
• Not for use for URL.
• Not for use as Primary Brandmark.
• KC BLACK AND WHITE KC ONE COLOR (PMS 2184 C)
• This icon is used for wayfinding applications such as signage and mapping. Universal icons are a proven way to help people from all over the world identify transportation.
• Our KC Streetcar icon is based on the universal icon for rail transit, but has been modified to feel more like our streetcar and also to make it unique to Kansas City.
• This icon has been carefully crafted for maximum readability and impact. It should not be altered in any way.
• • On wayfinding signage and mapping.
• • Can be used as a design element in branded communications when accompanying a primary or secondary logo. (See Wild Posting sample, page 49.)
• To support the immediate communications needs as construction begins and the community votes on expansion, the visual language has been extended to a heart element that draws on the growing culture of KC love and our heartland heritage.
• The double lines symbolize the streetcar track.
• This should be used on promotional materials, social media and other items that build excitement, pride and interest in the KC Streetcar.
• • Informal spirit-related communications such as social media, apparel for supporters, buttons, etc.
• • Never use alone in communications that might go to anyone who is not familiar with the brand. For example, it works on at-shirt because the wearer will be an advocate and share the story if asked. It does not work on an advertisement without support of the primary or secondary logo because people who are not familiar might not understand.
• ONE COLOR (BACKGROUND COLOR MUST PROVIDE HIGH CONTRAST)
• This stamp is an evolution of the stamp that was used during the early phases of the streetcar.
• • Use on construction communications, buttons and social media in places where the heart doesn’t give enough information.
• REVERSED
• WHITE (BACKGROUND COLOR MUST PROVIDE HIGH CONTRAST)
• This mark is specifically for the Streetcar Authority and should only be used on corporate communications.
• • Used for business-to-business corporate communications initiated by the authority.
• The KC Streetcar logotypes retain their visual impact in a wide range of sizes. However, when the logo is reproduced too small, it no longer has the visual impact that it needs to be effective at communicating with users. Listed are the minimum sizes for the KC Streetcar family of marks.
• NOTE: All minimum sizes should be determined by the total height of the mark.
• .25 IN MINIMUM SIZE
• .25” MINIMUM SIZE
• 0.25” MINIMUM SIZE
• .15” MINIMUM SIZE
• .75” MINIMUM SIZE
• The KC Streetcar logotypes retain their visual impact in a wide range background colors. However at certain levels of contrast the logo does not retain the visual impact that it needs to communicate effectively. This diagram shows ideal contrast levels for maximum logo impact. These percentages are not guidelines; they are merely to illustrate the most effective levels on contrast.
• Note: This information applies to all logos and marks for the KC Streetcar this particular logo is merely used as an example.
• The minimum area around marks or icons 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.
• A,B,C: Space is equal to the size of the K in KC
• A, B: Space is equal to the size of the K in KC
• C, D: Space is equal to the size of the Streetcar wind­shield height
• E, F: Space is equal to the size of K in KC
• The unregistered trademark symbol “TM” will need to be resized for small, large and item specific usage. It should be resized to be barely legible based on the logo size. Please follow the following diagrams for proper align­ment.
• Incorrect use of the KC Streetcar logo compromises its integrity and effectiveness. The examples of logo misuse below are not comprehensive; they are only a small sample of possible misuses of the KC Streetcar logo. To ensure accurate, consistent reproduction of the KC Streetcar logo, never alter, add to or attempt to rec re ate it.
• Always use the approved digital artwork, available from the KC Streetcar Authority.
• Don’t change the color of the logos or individual elements within.
• Don’t change the proportions of the logo elements.
• Don’t combine the logos with other text unless specified.
• Don’t rearrange the logos.
• Don’t stretch the logos disproportionately.
• Don’t change the spacing of the KC in the logo.
• Don’t fill the logos with patterns or photographs.
• Don’t set KC in a different font.
• Don’t alter the streetcar icon.
• The Streetcar logo should not be paired with .com or other web address. Today’s modern web browsers and search engines make this unnecessary and the .com also compromises the brand’s modern look. Users can easily find our website and information by searching RideKC or KC Streetcar in their web browser.

Iconography

• Our KC Streetcar icon is based on the universal icon for rail transit, but has been modified to feel more like our streetcar and also to make it unique to Kansas City.
• This icon has been carefully crafted for maximum readability and impact. It should not be altered in any way.
• USAGE: • On wayfinding signage and mapping. • Can be used as a design element in branded communications when accompanying a primary or secondary logo. (See Wild Posting sample, page 49.)
• Note: The squares used are examples of background colors and are not part of the design.
• BLACK AND WHITE
• ONE COLOR (REVERSED OUT PMS COLOR THAT PROVIDES HIGH CONTRAST)
• Don’t alter the streetcar icon.

Additional Properties