L.A. Metro

📋 1 Guidelines

🔗 Connections

Sector

Public sector Public transportation

Region

Usa

Guideline Year

2012

Language

English

Tags

Featured Transport Signage

Official Websites

Brand Guidelines

2012

Brand Summary

Mission
  • Metro’s graphic identity aims to increase the consistency of its public image and reinforce its reputation for quality, efficiency, and safety in public transportation. The visual identity embodies high standards and professionalism, supporting clear, consistent, and thoughtfully designed communication for the benefit of all stakeholders.
Core Values
  • quality
  • efficiency
  • safety
  • professionalism
  • consistency
Target Audience
  • Riders and stakeholders of Los Angeles County public transportation, including those seeking clear, accessible, and reliable transit information.
Personality Traits
  • efficient
  • accessible
  • professional
  • honest
  • friendly
Visual Identity Overview
  • Metro’s visual identity is defined by a consistent use of logo, color palette, typography, and iconography. The brand uses bold, modern, and highly legible design elements, including the Metro ‘M’ logo, specific color palettes for different transit lines, and custom icons and pictograms. Typography is carefully selected for clarity and accessibility, and signage layouts emphasize contrast, spacing, and readability. All visual elements are designed to be professional, modern, and easily recognizable, supporting a cohesive and award-winning public communication system.

Categories

Brand Imagery
  • Because the integrity of any logo depends on consistent usage, the alignment and proportions of this logo may not be altered in any way.
  • The Metro logo must have a “buffer” space around it maintain visual impact and legibility. No other elements: typography, lines, photos, or other elements must infringe on this clear space. The minimum space needed is proportional to the size of the M.
  • The alternative vertical and horizontal logo applications, shown on the following page, also follows this rule.
  • The Metro logo is a unique design and cannot be accurately reproduced with any existing typeface. It may not be hand-drawn, scanned or modified in any way.
  • All signage and graphics must be submitted to Metro Creative Services for review and approval.
  • The Metro logo should always be set apart from its background with a high degree of contrast. In background environments of up to 40% in value, the logo should be rendered in black. Reverse the logo to white against backgrounds of a value of 40% or darker.
  • In situations where a colored background is appropriate, such as safety signage, it may be acceptable to drop out the Metro “M” in white while keeping the logotype, “Metro” in black. A background of no greater than 40% value must be used in these situations. These applications will need approval by Metro Creative Services.
  • In all cases, care should be taken to allow the Metro logo to remain as visible as possible by providing maximum contrast.
  • The design integrity and familiar legibility of the Metro logo is something that our colleagues and our riders expect and depend upon.
  • It is very easy to modify an image with common software filters and special effects. The images to the right illustrate some of the most obvious examples of the misuse of the Metro logo.
  • These and other alterations must be avoided at all times. None of them are acceptable.
  • Alterations to the Metro logo, no matter how minimal or carefully made, erode that confidence.
Color Palette
  • Color is an essential component to the brand identity and services provided by Metro. The following colors identified in this section contain palettes repesentative of Metro Bus, Metro Rail, Metro Transitway and a limited corporate palette.
  • Metro uses the Pantone Matching System. Color equivalents for each swatch have been defined for CMYK (4/C process) and Matthews Acrylic Polyurethane (paint). Please contact Metro Creative Services for 3M Controltac Plus & Scotchlite Plus Films (vinyl) equivalents.
  • Quality control is vital to maintain a consistent look among all Metro services. Metro Creative Services will require quality checks during fabrication and upon delivery of signs.
  • PMS 300 C is required for all ADA-accessible symbols
  • Black Metro C 6 Black Pantone CMYK: 100-35-0-100 Matthews Paint: Satin VOC, SV923 3M Gerber 280i Reflective Black Vinyl 3M Controltac 180C-12 Black Vinyl (Non-Reflective)
  • Blue ADA Metro C 300 Pantone CMYK: 100-44-0-0 Matthews Paint: MP00366 3M Gerber 220 Series “Intense Blue”
  • WhiteMetro CWhitePantone CMYK: 0-0-0-0 Matthews Paint: Satin VOC, SV202 3M Gerber 280i Reflective White Vinyl 3M Gerber High Performance Series 220 White (Non-Reflective)
  • YellowSafetyMetro EmergencyMetro Red C200Pantone C116Pantone C2945Pantone CMYK: 0-100-63-12 Matthews Paint: MP00239 3M Scotchlite: Reflective Graphic Film 680-82 “Ruby Red” CMYK: 0-16-100-0 Matthews Paint: MP00127 3M Gerber 280i Reflective Vinyl, “Lemon Yellow” 3M Controltac: CMYK: 100-57-0-2 Matthews Paint: MP00911 3M Scotchlite: 3M Controltac:
  • Poppy Local Metro C 158 Pantone CMYK: 0-60-80-0 Matthews Paint: MP00176 3M Scotchlite: 3M Controltac:
  • RedRapidMetro C193Pantone CMYK: 0-100-80-10 Matthews Paint: MP18644 3M Gerber 280i Reflective Vinyl, “Ruby Red”
  • BlueExpressMetro C286Pantone CMYK: 100-70-0-0 Matthews Paint: MP00352 3M Scotchlite: 3M Controltac:
  • SilverLinerMetro C8401Pantone (Metallic) CMYK: 0-0-0-50 Matthews Paint: MP21194 Centary 6000 Dark Silver Standard (2004.12.07) 3M Scotchlite: 3M Controltac:
  • Silver fleet Bus (Metallic) C 877 Pantone CMYK: 0-0-0-30 Matthews Paint: MP20934 Centary 6000 Light Silver Standard (2004.12.07) 3M Scotchlite: 3M Controltac:
  • Red Rail Metro C 185 Pantone CMYK: 0-100-100-0 Matthews Paint: MP00224 3M Gerber 280i Reflective Red Vinyl
  • PurpleRailMetro C2582Pantone CMYK: 40-75-0-0 Matthews Paint: MP00881 3M Scotchlite: 3M Controltac:
  • BlueRailMetro C285Pantone CMYK: 100-50-0-0 Matthews Paint: MP00351 Translucent paint on 3M Gerber 280i White Reflective Vinyl
  • GreenRailMetro C360Pantone CMYK: 60-0-80-0 Matthews Paint: MP00468 3M Scotchlite: 3M Controltac:
  • Gold Rail Metro C 130 Pantone CMYK: 0-30-100-0 Matthews Paint: MP00141 3M Scotchlite: 680-71 Reflective Yellow Vinyl 3M Controltac:
  • ExpoRailMetro C2995Pantone CMYK: 50-5-25-0 Matthews Paint: MP67728 Translucent paint on 3M Gerber 280i White Reflective Vinyl 3M Controltac:
  • Transitway Metro Orange C 1655 Pantone CMYK: 0-65-100-0 Matthews Paint: MP00197 3M Gerber HP Series 280i Reflective “Orange” Digital print to match on 3M Gerber 220 White Non-Reflective Vinyl
  • TransitwayMetro Silver C7543Pantone CMYK: 7-0-0-30 Matthews Paint: MP03076 3M Scotchcal: Gerber HP Series 220/225 Traffic Grey 3M Controltac:
Typography
  • In addition to the logo, the typography Metro uses is a fundamental element in maintaining a clear graphic identity.
  • The typefaces (fonts) that Metro uses for all communication are the result of a great deal of research and deliberation. The two typefaces, DIN and Scala Sans, reinforce Metro’s image as efficient, accessible, and professional.
  • All Metro informational signage, maps and timetables use DIN, a font developed for the specific purpose of conveying information with high legibility.
  • DIN-Bold is used for primary headers on a sign and DIN-Medium or Regular for secondary messages. All text is flush left, without forced justification.
  • The Scala Sans font family reflects our honesty while hinting at our warm, friendly personality. Only used for station identification on canopies or primary signs.
  • Scala Sans is available in a variety of weights. For signage, Scala Sans Bold is used for primary station identification on overhead signs, walls, and platforms. Metro advertising, official written correspondence and materials all use Scala or Scala Sans as the text font.
  • Letterspacing should be optically consistent with existing Metro signage.
  • Under no circumstances should the width or propotions of lettering be manipulated to “fit” layouts or signage.
  • The US Department of Transportation [DOT] recommends a 1 •• cap height for every 50’ of viewing distance for optimal visibility.
  • Refer to Federal ADA guidelines for the most up-to-date information on cap height/legibility requirements, and California Title 24 requirements.
  • 5/8” minimum cap height requirement for all tactile/braille signs
  • Line spacing is based on the height of the upper case letter “x.” One x is the standard minimum between two lines of information. 1.5x is used to separate lines when one piece of information spans multiple lines.
  • In the case of overhead signs, where cap heights can exceed 3", one may increase multiple line information from 1.5x to 1.75x if legibility is a concern. This adjustment must be approved by Metro Creative Services.
  • Tactile/Braille signs require the use of all capital letters for CalDAG compliance. Use the DIN Bold font for all text in tactile/braille signs.
  • Line spacing is based on the height of the upper case letter “x.” One x is the standard minimum between two lines of information. 1.75x is used to separate lines when one piece of information spans multiple lines.
  • DIN: Line spacing is based on the height of the upper case letter “x.” One x is the standard minimum between two lines of information. 1.5x is used to separate lines when one piece of information spans multiple lines.
  • Wayfinding signs that require an unusual amount of content may be divided into categories for easy reading. Categories are separated using a keyline across the entire sign. The keyline is a 50% K (black) stroke.
  • Exit signs differ from other signage in that they depict text dropped out of a contrasting background. The example to the left shows black text dropped out of a white field on a standard black sign.
  • The use of the contrasting field gives Metro riders a quick and consistant method for recognizing the way out.
  • One character space’ and ‘+100pt kerning,’ indicating typographic spacing conventions.
  • DIN Bold+ Zapf Dingbats [solid dot or square) Formula: Cap height= x [Cap height is measured by Uppercase X) Dot/Square = 125% (horizontal/vertical scale in Illustrator Character menu); Baseline shift= x [in pts) * -.075 (calculate in baseline shift box in Illustrator Character menu)
  • Scala Sans Bold+ Zapf Dingbats (solid dot or square) Formula: Cap height= x (Cap height is measured by Uppercase X) Dot/Square = 116.5% (horizontal/vertical scale in Illustrator Character menu); Baseline shift= x (in pts) * -.075 (calculate in baseline shift box in Illustrator Character menu)
  • Minimum spacing between symbols= 1/4 of x. Larger signs may require spacing to be adjusted. Metro Creative Services to review and approve any adjustments made to our standards.
  • Arrows should be placed to the left of the text on signage, centered as indicated and set off from the text as shown.
  • Where a sign carries several messages of equal importance in the same direction, an arrow on the first line only should be used.
  • Where one sign message is subordinate to another and is in a smaller size of lettering, an arrow should be included only with the main message.
  • Overhead directional signage, such as signage on platforms, may show arrows placed to the right of the destination if the direction to that destination is to the right. These arrows will typically replace the arrows to the left of the text. It will be set off from the text by 1/2x.
  • x = cap height; Cap height is measured by Uppercase X
Logo Usage
  • Metro adopted a new logo on January 1, 2004. Shown below, it consists of two elements: the M symbol and the Metro name.
  • The Metro logo is a copyrighted marque.
  • Because the integrity of any logo depends on consistent usage, the alignment and proportions of this logo may not be altered in any way.
  • The Metro logo must have a “buffer” space around it maintain visual impact and legibility. No other elements: typography, lines, photos, or other elements must infringe on this clear space. The minimum space needed is proportional to the size of the M.
  • The alternative vertical and horizontal logo applications, shown on the following page, also follows this rule.
  • The Metro logo is a unique design and cannot be accurately reproduced with any existing typeface. It may not be hand-drawn, scanned or modified in any way.
  • Digital files of approved versions of the Metro logo may be requested by contacting: Kim Bueno Signage Project Manager Metro One Gateway Plaza Mail Stop 99-19-1 Los Angeles CA 90012-2952 213.922.7695 (phone) 213.922.2719 (fax) buenok@metro.net
  • All signage and graphics must be submitted to Metro Creative Services for review and approval.
  • The Metro logo should always be set apart from its background with a high degree of contrast. In background environments of up to 40% in value, the logo should be rendered in black. Reverse the logo to white against backgrounds of a value of 40% or darker.
  • In situations where a colored background is appropriate, such as safety signage, it may be acceptable to drop out the Metro “M” in white while keeping the logotype, “Metro” in black. A background of no greater than 40% value must be used in these situations. These applications will need approval by Metro Creative Services.
  • In all cases, care should be taken to allow the Metro logo to remain as visible as possible by providing maximum contrast.
  • The design integrity and familiar legibility of the Metro logo is something that our colleagues and our riders expect and depend upon.
  • It is very easy to modify an image with common software filters and special effects. The images to the right illustrate some of the most obvious examples of the misuse of the Metro logo.
  • These and other alterations must be avoided at all times. None of them are acceptable.
  • Alterations to the Metro logo, no matter how minimal or carefully made, erode that confidence.
Visual Style
  • Because the integrity of any logo depends on consistent usage, the alignment and proportions of this logo may not be altered in any way.
  • The Metro logo must have a “buffer” space around it maintain visual impact and legibility. No other elements: typography, lines, photos, or other elements must infringe on this clear space. The minimum space needed is proportional to the size of the M.
  • The alternative vertical and horizontal logo applications, shown on the following page, also follows this rule.
  • The Metro logo is a unique design and cannot be accurately reproduced with any existing typeface. It may not be hand-drawn, scanned or modified in any way.
  • All signage and graphics must be submitted to Metro Creative Services for review and approval.
  • The Metro logo should always be set apart from its background with a high degree of contrast. In background environments of up to 40% in value, the logo should be rendered in black. Reverse the logo to white against backgrounds of a value of 40% or darker.
  • In situations where a colored background is appropriate, such as safety signage, it may be acceptable to drop out the Metro “M” in white while keeping the logotype, “Metro” in black. A background of no greater than 40% value must be used in these situations. These applications will need approval by Metro Creative Services.
  • In all cases, care should be taken to allow the Metro logo to remain as visible as possible by providing maximum contrast.
  • These and other alterations must be avoided at all times. None of them are acceptable.
  • Alterations to the Metro logo, no matter how minimal or carefully made, erode that confidence.
  • Color is an essential component to the brand identity and services provided by Metro. The following colors identified in this section contain palettes repesentative of Metro Bus, Metro Rail, Metro Transitway and a limited corporate palette.
  • Metro uses the Pantone Matching System. Color equivalents for each swatch have been defined for CMYK (4/C process) and Matthews Acrylic Polyurethane (paint). Please contact Metro Creative Services for 3M Controltac Plus & Scotchlite Plus Films (vinyl) equivalents.
  • Quality control is vital to maintain a consistent look among all Metro services. Metro Creative Services will require quality checks during fabrication and upon delivery of signs.
  • PMS 300 C is required for all ADA-accessible symbols
  • Letterspacing should be optically consistent with existing Metro signage.
  • Under no circumstances should the width or propotions of lettering be manipulated to “fit” layouts or signage.
  • The US Department of Transportation [DOT] recommends a 1 •• cap height for every 50’ of viewing distance for optimal visibility.
  • Refer to Federal ADA guidelines for the most up-to-date information on cap height/legibility requirements, and California Title 24 requirements.
  • 5/8” minimum cap height requirement for all tactile/braille signs
  • Line spacing is based on the height of the upper case letter “x.” One x is the standard minimum between two lines of information. 1.5x is used to separate lines when one piece of information spans multiple lines.
  • In the case of overhead signs, where cap heights can exceed 3", one may increase multiple line information from 1.5x to 1.75x if legibility is a concern. This adjustment must be approved by Metro Creative Services.
  • Tactile/Braille signs require the use of all capital letters for CalDAG compliance. Use the DIN Bold font for all text in tactile/braille signs.
  • Line spacing is based on the height of the upper case letter “x.” One x is the standard minimum between two lines of information. 1.75x is used to separate lines when one piece of information spans multiple lines.
  • Wayfinding signs that require an unusual amount of content may be divided into categories for easy reading. Categories are separated using a keyline across the entire sign. The keyline is a 50% K (black) stroke.
  • Exit signs differ from other signage in that they depict text dropped out of a contrasting background. The example to the left shows black text dropped out of a white field on a standard black sign.
  • The use of the contrasting field gives Metro riders a quick and consistant method for recognizing the way out.
  • Metro’s transit system relies on a series of colored symbols and pictograms that help convey additonal information to transit riders.
  • Metro’s symbols and pictograms can be grouped into three main categories: Safety symbols. These symbols communicate key safety messages to riders and must conform to all juristictional requirements. Background, color, and specific shapes are used to communicate their importance.
  • Network symbols. These symbols, made up of simple geometic shapes, should always be displayed in the correct color, helping direct riders to connecting services and lines. Connections to other agencies· services are not part of this language.
  • Pictograms. These symbols help clarify directions for non-English speakers and symbolically represent services and behaviors that maintain efficiency and safety on Metro.
  • Icons. Metro has developed a custom symbolic language of icons that are found throughout the system. Like pictograms, they can reinforce written message, but they are proprietary to Metro.
  • The illustrations on this and the next page outline the method for providing clear and consistent service symbols.
  • Cap height= x [Cap height is measured by Uppercase X)
  • Dot/Square = 125% (horizontal/vertical scale in Illustrator Character menu);
  • Baseline shift= x [in pts) * -.075 (calculate in baseline shift box in Illustrator Character menu)
  • Minimum spacing between symbols= 1/4 of x. Larger signs may require spacing to be adjusted. Metro Creative Services to review and approve any adjustments made to our standards.
  • Arrows should be placed to the left of the text on signage, centered as indicated and set off from the text as shown.
  • Where a sign carries several messages of equal importance in the same direction, an arrow on the first line only should be used.
  • Where one sign message is subordinate to another and is in a smaller size of lettering, an arrow should be included only with the main message.
  • Overhead directional signage, such as signage on platforms, may show arrows placed to the right of the destination if the direction to that destination is to the right. These arrows will typically replace the arrows to the left of the text. It will be set off from the text by 1/2x.
  • x = cap height; Cap height is measured by Uppercase X
Iconography
  • Metro’s symbols and pictograms can be grouped into three main categories: Safety symbols. These symbols communicate key safety messages to riders and must conform to all juristictional requirements. Background, color, and specific shapes are used to communicate their importance. Network symbols. These symbols, made up of simple geometic shapes, should always be displayed in the correct color, helping direct riders to connecting services and lines. Connections to other agencies· services are not part of this language. Pictograms. These symbols help clarify directions for non-English speakers and symbolically represent services and behaviors that maintain efficiency and safety on Metro. Icons. Metro has developed a custom symbolic language of icons that are found throughout the system. Like pictograms, they can reinforce written message, but they are proprietary to Metro.
  • The illustrations on this and the next page outline the method for providing clear and consistent service symbols.
  • Formula: Cap height= x [Cap height is measured by Uppercase X) Dot/Square = 125% (horizontal/vertical scale in Illustrator Character menu); Baseline shift= x [in pts) * -.075 (calculate in baseline shift box in Illustrator Character menu)
  • Formula: Cap height= x (Cap height is measured by Uppercase X) Dot/Square = 116.5% (horizontal/vertical scale in Illustrator Character menu); Baseline shift= x (in pts) * -.075 (calculate in baseline shift box in Illustrator Character menu)
  • The illustration on this page shows some of the universal pictograms used by Metro. Note the order and proportions of the symbols shown. Pictograms are important assets in communicating with Metro’s riders. Artwork should be consistant at all times.
  • Minimum spacing between symbols= 1/4 of x. Larger signs may require spacing to be adjusted. Metro Creative Services to review and approve any adjustments made to our standards.
  • The illustration on this page shows some of the custom iconogrpahy developed by Metro for use within our transit system. This is by no means an exhaustive catalog. Icons play an important role in communicating with Metro’s riders. This is a proprietary asset and is central to the success of Metro’s award­winning public communication system.
  • New icons are being developed all the time. At this time, all new icons must be developed by Metro Creative Services to maintain consistency.
  • Digital files of approved versions of the Metro icons may be requested by contacting: a Kim Bueno Signage Project Manager Metro One Gateway Plaza Mail Stop 99-19-1 Los Angeles CA 90012-2952 213.922.7695 (phone) 213.922.2719 Ifax) buenok@metro.net
Layout And Composition
  • Because the integrity of any logo depends on consistent usage, the alignment and proportions of this logo may not be altered in any way.
  • The Metro logo must have a “buffer” space around it maintain visual impact and legibility. No other elements: typography, lines, photos, or other elements must infringe on this clear space. The minimum space needed is proportional to the size of the M.
  • The alternative vertical and horizontal logo applications, shown on the following page, also follows this rule.
  • Letterspacing should be optically consistent with existing Metro signage.
  • Under no circumstances should the width or propotions of lettering be manipulated to “fit” layouts or signage.
  • The US Department of Transportation [DOT] recommends a 1 •• cap height for every 50’ of viewing distance for optimal visibility.
  • Signage must take many variables into account.
  • Architectural features, lighting conditions, material choices, and other circumstances may affect the size of lettering that can be effectively used.
  • Refer to Federal ADA guidelines for the most up-to-date information on cap height/legibility requirements, and California Title 24 requirements.
  • 5/8” minimum cap height requirement for all tactile/braille signs
  • Line spacing is based on the height of the upper case letter “x.” One x is the standard minimum between two lines of information. 1.5x is used to separate lines when one piece of information spans multiple lines.
  • In the case of overhead signs, where cap heights can exceed 3", one may increase multiple line information from 1.5x to 1.75x if legibility is a concern. This adjustment must be approved by Metro Creative Services.
  • Tactile/Braille signs require the use of all capital letters for CalDAG compliance. Use the DIN Bold font for all text in tactile/braille signs.
  • Line spacing is based on the height of the upper case letter “x.” One x is the standard minimum between two lines of information. 1.75x is used to separate lines when one piece of information spans multiple lines.
  • Wayfinding signs that require an unusual amount of content may be divided into categories for easy reading. Categories are separated using a keyline across the entire sign. The keyline is a 50% K (black) stroke.
  • Exit signs differ from other signage in that they depict text dropped out of a contrasting background. The example to the left shows black text dropped out of a white field on a standard black sign.
  • The use of the contrasting field gives Metro riders a quick and consistant method for recognizing the way out.
  • Minimum spacing between symbols= 1/4 of x. Larger signs may require spacing to be adjusted. Metro Creative Services to review and approve any adjustments made to our standards.
  • Arrows should be placed to the left of the text on signage, centered as indicated and set off from the text as shown.
  • Where a sign carries several messages of equal importance in the same direction, an arrow on the first line only should be used.
  • Where one sign message is subordinate to another and is in a smaller size of lettering, an arrow should be included only with the main message.
  • Overhead directional signage, such as signage on platforms, may show arrows placed to the right of the destination if the direction to that destination is to the right. These arrows will typically replace the arrows to the left of the text. It will be set off from the text by 1/2x.
  • x = cap height; Cap height is measured by Uppercase X
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