Massachusetts Bay Transportation Authority

Official Websites

• https://www.mbta.com
• https://www.mbta.com/fares/the-ride
• https://www.mbta.com/schedules/commuter-rail
• https://www.mbta.com/ferries
• https://www.mass.gov/orgs/massachusetts-bay-transportation-authority
• http://www.mbta.com

Brand Guidelines

2020

Brand Summary

Mission

• The MBTA is a dedicated world class transit system built upon customer service excellence, accessibility, reliability, state of the art technology and a diverse workforce that reflects our commitment to the communities we serve [^1].

Core Values

• Respect
• Integrity
• Diversity
• Honesty
• Pride
• Fairness [^2]

Target Audience

• Residents and visitors in Massachusetts, including a diverse range of internal and external audiences, with a focus on connecting people and communities [^3].

Personality Traits

• Helpful
• Clear
• Informative
• Friendly but not personal
• A little bit of fun
• Modern
• Inclusive [^4]

Visual Identity Overview

• The MBTA visual identity is centered around the iconic ‘T’ logo, a minimalist and modern symbol used consistently across communications. The brand uses a distinctive color palette representing transit lines, clear and accessible typography, and real, authentic imagery that projects a positive, diverse, and modern experience [^5].

Categories

Brand Voice

• The MBTA speaks in a voice that is helpful, aware that people have a great deal going on in their lives, and our job is to help people get where they need to go. The language we use is simple, direct and widely understandable. One way to think of this voice is the public announcements throughout the system. The clear, informative style and tone of announcements reflect the overarching tone of the brand.
• Easily understood.
• Very clear and informative.
• Friendly but not personal.
• A little bit of fun, always remembering how difficult and important is the work of the T.

Brand Imagery

• Photography is a very powerful means of communication and subsequent connection and understanding.
• The quality that defines the photography we use is realness. Images should always be crisp, clear accounts of a world of progress within the T. Photography should always project a positive experience for the potential T customer. Use real MBTA employees doing real jobs, and show a wide range of job functions and system locations.
• Look for: Authentic, Clear, Modern, Culturally diverse, Clean, Editorial, Natural
• Avoid: Dark, Stale, Frivolous, Complex, Artificial, Overproduced, Silly, Grainy, Washed out
• Any customer-facing creative concepts that require use of images/photography need to be vetted and approved by the Customer Experience department, which can recommend appropriate resources for procuring those files. This is also applicable to the creation of iconography and illustrations.
• No images that are sourced as free are to be used in advertising or communication material, no matter the communication platform.
• It is important to fully understand the terms and conditions when selecting and using stock imagery. The terms should be dissected by the appropriate team to ensure proper permissions are obtained prior to any use. It is important to make sure you obtain the rights associated with the images you wish to use by working with the image owner directly, as well as contacting the people in the image.
• Please note there are sites that offer strong indemnifications to their end users.
• A few sites we suggest sourcing from include: Getty Images, gettyimages.com, Plain Picture, plain picture.com, The Noun Project, thenounproject.com

Color Palette

• Color is a central means of communication on the T, representing different lines and modes of transportation. Occasionally a specific color will be used around a large project or event.
• Green Line PMS: 348 Green CMYK: 100.0.54.48 RGB: 0.132.61 Hex: 00843D
• Red Line PMS: 485 Red CMYK: 0.81.87.15 RGB: 218.41.28 Hex: DA291C
• Brand Bus PMS: 1235 Yellow CMYK: 0.28.89.0 RGB: 255.199.44 Hex: FFC72C
• Ferry PMS: 3135 Aqua CMYK: 100.0.22.10 RGB: 0.142.170 Hex: 008EAA
• THE RIDE PMS: 2227C CMYK: 60.0.16.0 RGB: 89.190.201 Hex: 59BEC9
• Orange Line PMS: 144 Orange CMYK: 0.49.100.0 RGB: 237.139.0 Hex: ED8B00
• Blue Line PMS: 293 Blue CMYK: 100.76.0.9 RGB: 0.61.165 Hex: 003DA5
• Silver Line PMS: 430 Gray/Silver CMYK: 50.34.27.11 RGB: 124.135.142 Hex: 7C878E
• Commuter Rail PMS: 249 Purple CMYK: 43.100.0.17 RGB: 128.39.108 Hex: 80276C
• In addition to the colors we use across the system to represent lines and modes of travel, different initiatives and projects sometimes have a specific color assigned to them. These colors, much like the system colors, aid in quick communication and extend understanding.
• SWA Blue PMS: 306 C CMYK: 76.0.0.0 RGB: 0.181.226 Hex: 00B5E2
• MBTA Gray Dark PMS: 419 C CMYK: 76.65.66.90 RGB: 33.35.34 Hex: 212322
• Dark Winter Blue PMS: 2767 C CMYK: 100.71.0.66 RGB: 19.41.75 Hex: 13294B
• Midwinter Blue PMS: 2172 C CMYK: 81.43.0.0 RGB: 20.123.209 Hex: 147BD1
• In addition to the colors, tints of the colors created by adding white can be used. Any percentage of tint may be used.
• Tint colors’ intended use is for backgrounds, and there should always be high contrast between typography and the background color to ensure maximum readability.
• The strategic use of system colors appears frequently in our communications. When used, the color reflects the content of the communication. For example: orange when the subject is the Orange Line, multicolor when the subject is numerous lines. This can be used in type, background or border. For type, use color sparingly.
• We use line colors to represent the lines.
• Avoid using red and green combinations, as their pairing’s assocation with Christmas can be distracting.
• When the communication is about more than one line, mix line colors in the headline and/or CTA.
• Use these color choices with restraint. Make sure there is enough contrast between the background and foreground, as well as between adjacent colors.

Typography

• Typography is an important element in how we present our brand. Our logo font is highly distinctive and instantly recognizable. The Typography secondary font is used for body copy and subheads. Both are print-and digital-friendly typefaces, to be used across all communications.
• Helvetica Neue This typeface, designed by Max Miedinger and other project members at the Haas’sche Schriftgiesserei, has become one of the most famous and popular typefaces in the world, thanks to the marketing strategy of Stempel and Linotype. It forms an integral part of many printers and operating systems. The original letterforms of Helvetica had to be modified for the Linotype system. Over the years, Helvetica was expanded to include many different weights, but these were not coordinated with each other. In 1983, D. Stempel AG redesigned and digitized the “Neue Helvetica” typeface for Linotype and made it a self-contained font family. Today, this family consists of 51 different font weights. The Neue Helvetica typeface sets new standards in terms of its form and number of variants. It is the quintessential sans serif font, timeless and neutral, and can be used for all types of communication. Via: myfonts.com/fonts/linotype/neue-helvetica Helvetica Neue Light ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 Helvetica Neue Light Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 Helvetica Neue Regular ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 Helvetica Neue Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 Helvetica Neue Medium ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 Helvetica Neue Medium Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 Helvetica Neue Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 Helvetica Neue Bold Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789
• Inter Inter is a typeface carefully crafted and designed for computer screens. It features a tall x-height to aid in readability of mixed-case and lowercase text. Several OpenType features are provided as well, like contextual alternates that adjust punctuation depending on the shape of surrounding glyphs, slashed zero for when you need to disambiguate “0” from “o,” tabular numbers, etc. Via: https://rsms.me/inter/ Inter Light ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 Inter Light Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 Inter Regular ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 Inter Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 Inter Medium ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 Inter Medium Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 Inter Semi Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 Inter Semi Bold Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 Inter Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 Inter Bold Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 Inter Black ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 Inter Black Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789
• Arial This PowerPoint-safe font is simple, clean and very versatile. Via: https://www.fonts.com/font/monotype/arial Arial Regular ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 Arial Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 Arial Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 Arial Bold Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789
• Eyebrow: Type: Helvetica Neue Bold Color: Silver Line Tracking: -20 Headline: Type: Helvetica Neue Bold Color: MBTA Gray Dark Tracking: -20 Body: Type: Helvetica Neue Bold Color: Silver Line Tracking: -20 Capsules: Colors: MBTA line colors Detail Header: Type: Helvetica Neue Bold Colors: MBTA line colors Tracking: -20 Detail Body: Type: Helvetica Neue Regular Color: MBTA Gray Dark / G220 Tracking: -20 Signoff: Logo with Building a Better T Border: Color: MBTA Subway Silver 20% Tint
• Tint colors’ intended use is for backgrounds, and there should always be high contrast between typography and the background color to ensure maximum readability.
• For type, use color sparingly.
• Avoid using red and green combinations, as their pairing’s assocation with Christmas can be distracting.
• Use these color choices with restraint. Make sure there is enough contrast between the background and foreground, as well as between adjacent colors.

Logo Usage

• The MBTA logo is a cultural icon. And it is because of this universal appeal and extraordinary strength that the logo must be used judiciously and responsibly. The logo is an important mark that instantly identifies the organization wherever it appears. It deserves to be treated with respect and used in a manner that doesn’t alter or diminish its equity.
• The T logo was designed in 1964 by Cambridge Seven Associates, and is an enduring classic. For T customers and employees, this icon visually communicates what the T is all about: simple, efficient transit. Direct transportation. This is serious, professional-grade transport on a metropolitan and regional scale.
• The words “Massachusetts Bay Transportation Authority” are secondary to the T icon. It is an economical decision—dispensing with extraneous words and focusing on the central premise: T. Transit. Transport. Transportation.
• OUTSIDE DIAMETER = 100%
• 15.9%
• 63.2%
• 4.4%
• 27.7%
• 54.7%
• 17.6%
• The MBTA logo and the brand’s subordinate logos can be used knocked out of dark colors. The iconic nature of the T logo allows it to be used on its own without the full name attached.
• There is a formal version of the logo suitable for official, formal or other situations where it is appropriate.
• The clear space around the logo allows it to stand apart from any competing graphic elements or text.
• The clear space is obtained from the relative length of one of the “arms” in the T, as shown here.
• The MBTA logo deserves to be treated with respect and used in a manner that doesn’t alter or diminish its equity.
• Do not stretch the logo.
• Do not use elements in the logo outside of the container.
• Do not add gradient.
• Do not alter the content of the logo.
• Do not flip the logo.
• Do not change the typeface.
• Do not change the weight of any of the elements.
• Do not add elements to the logo.

Tone And Messaging

• The MBTA speaks in a voice that is helpful, aware that people have a great deal going on in their lives, and our job is to help people get where they need to go. The language we use is simple, direct and widely understandable. One way to think of this voice is the public announcements throughout the system. The clear, informative style and tone of announcements reflect the overarching tone of the brand.
• Easily understood.
• Very clear and informative.
• Friendly but not personal.
• A little bit of fun, always remembering how difficult and important is the work of the T.
• When communicating with the communities we serve, extra care should be taken to ensure the tone and sentiment of the communication reflect our attitude of always acting “in service” of others.
• Social media requires a level of transparency, sharing bad news along with the good and acknowledging and owning problems. We communicate clearly and succinctly, with context and empathy for the journey of our riders.

Brand Values

• Respect is the guiding principle of the MBTA. It is a drive and a willingness to show consideration and appreciation to our employees and riders.
• Integrity is our continued commitment to the highest standards of moral and legal behavior in public service.
• Diversity allows us to unleash our fullest potential as we work together and recognize everyone’s contribution of skills, personalities and backgrounds.
• Honesty demands we always be truthful, and is the most effective way to inspire confidence.
• Pride is being proud of our achievements. It drives our pursuit of excellence.
• Fairness is the essence of our credibility, influencing all of our actions and decisions.

Visual Style

• The MBTA logo is a cultural icon. And it is because of this universal appeal and extraordinary strength that the logo must be used judiciously and responsibly. The logo is an important mark that instantly identifies the organization wherever it appears. It deserves to be treated with respect and used in a manner that doesn’t alter or diminish its equity.
• The T logo was designed in 1964 by Cambridge Seven Associates, and is an enduring classic. For T customers and employees, this icon visually communicates what the T is all about: simple, efficient transit. Direct transportation. This is serious, professional-grade transport on a metropolitan and regional scale.
• The words “Massachusetts Bay Transportation Authority” are secondary to the T icon. It is an economical decision—dispensing with extraneous words and focusing on the central premise: T. Transit. Transport. Transportation.
• OUTSIDE DIAMETER = 100%
• 15.9%
• 63.2%
• 4.4%
• 27.7%
• 54.7%
• 17.6%
• The MBTA logo and the brand’s subordinate logos can be used knocked out of dark colors. The iconic nature of the T logo allows it to be used on its own without the full name attached.
• There is a formal version of the logo suitable for official, formal or other situations where it is appropriate.
• The clear space around the logo allows it to stand apart from any competing graphic elements or text.
• The clear space is obtained from the relative length of one of the “arms” in the T, as shown here.
• The MBTA logo deserves to be treated with respect and used in a manner that doesn’t alter or diminish its equity.
• Do not stretch the logo.
• Do not use elements in the logo outside of the container.
• Do not add gradient.
• Do not alter the content of the logo.
• Do not flip the logo.
• Do not change the typeface.
• Do not change the weight of any of the elements.
• Do not add elements to the logo.
• Typography is an important element in how we present our brand. Our logo font is highly distinctive and instantly recognizable. The Typography secondary font is used for body copy and subheads. Both are print-and digital-friendly typefaces, to be used across all communications.
• Helvetica Neue
• Inter
• Arial
• Eyebrow: Type: Helvetica Neue Bold Color: Silver Line Tracking: -20 September Headline: Type: Helvetica Neue Bold Color: MBTA Gray Dark Tracking: -20 —-to Report our riders. We continue to Build a Better T. The work we are doing follows a long-range plan. And at the center of that plan is a Body: Type: Helvetica Neue Bold commitment to a safe, reliable and more accessible transit Color: Silver Line system. As work continues and progress is achieved, we will Tracking: -20 be providing monthly updates, like these, to explain how what you’ve experienced as a rider is creating a better system. We feel that the monthly report is the clear communication. Capsules: Colors: MBTA line colors I133909» 90So Anti-flooding measures, track Track maintenance and signal work, and more. and replacement. This September, we began work on We conducted important track Detail Header: Type: Helvetica Neue Bold important anti-flooding measures to maintenance work, including replacing protect the Green Line Fenway Portal hundreds of feet of old rail for a faster, Colors: MBTA line colors tunnel from severe weather. We replaced more efficient Blue Line. Tracking: -20 over 24,000 feet of track and 6.5 miles of signals on the D Branch to ensure a 2,173529 comforlable,reliableGreenLine.Wealso Safety improvements replaced dozens of intersections and 7,000 feet of track to reduce slowdowns To further our goal of safe transportation, and delays and improve access for our crews worked on installing the pedestrians, cyclists, and drivers around Commuter Rail Positive Train Control Detail Body: Typec HOvetica Ne,e Reg,lacthe intersections. system. We installed new signal systems, underground cable, and signal houses, Color: MBTA Gray Dark / G220 as well as drilled rail for track circuitry. This will allow monitoring of Commuter Tracking: -20 Track maintenance Rail trains and manual control in and replacement. emergency situations, increasing the This month, we stockpiled 13,000 feet of safety of our passengers. track and hundreds of track ties to allow our crews to keep the Red Line running smoothly al Cabot Yard. Al Columbia Signoff: Logo with Building a Better T Junction, we completed repairs of the signal control on the Ashmont branch to lockup and electrical repairs. Border: Color: MBTA Subway Silver components and 3,100 feet of rail. We 20% Tint –also made important waterproofing and electrical repairs. All of this helps your ride be faster, smoother, and safer. Building a better T.
• Color is a central means of communication on the T, representing different lines and modes of transportation. Occasionally a specific color will be used around a large project or event.
• Green Line PMS: 348 Green CMYK: 100.0.54.48 RGB: 0.132.61 Hex: 00843D
• Red Line PMS: 485 Red CMYK: 0.81.87.15 RGB: 218.41.28 Hex: DA291C
• Brand Bus PMS: 1235 Yellow CMYK: 0.28.89.0 RGB: 255.199.44 Hex: FFC72C
• Ferry PMS: 3135 Aqua CMYK: 100.0.22.10 RGB: 0.142.170 Hex: 008EAA
• THE RIDE PMS: 2227C CMYK: 60.0.16.0 RGB: 89.190.201 Hex: 59BEC9
• Orange Line PMS: 144 Orange CMYK: 0.49.100.0 RGB: 237.139.0 Hex: ED8B00
• Blue Line PMS: 293 Blue CMYK: 100.76.0.9 RGB: 0.61.165 Hex: 003DA5
• Silver Line PMS: 430 Gray/Silver CMYK: 50.34.27.11 RGB: 124.135.142 Hex: 7C878E
• Commuter Rail PMS: 249 Purple CMYK: 43.100.0.17 RGB: 128.39.108 Hex: 80276C
• In addition to the colors we use across the system to represent lines and modes of travel, different initiatives and projects sometimes have a specific color assigned to them. These colors, much like the system colors, aid in quick communication and extend understanding.
• SWA Blue PMS: 306 C CMYK: 76.0.0.0 RGB: 0.181.226 Hex: 00B5E2
• MBTA Gray Dark PMS: 419 C CMYK: 76.65.66.90 RGB: 33.35.34 Hex: 212322
• Dark Winter Blue PMS: 2767 C CMYK: 100.71.0.66 RGB: 19.41.75 Hex: 13294B
• Midwinter Blue PMS: 2172 C CMYK: 81.43.0.0 RGB: 20.123.209 Hex: 147BD1
• In addition to the colors, tints of the colors created by adding white can be used. Any percentage of tint may be used.
• Tint colors’ intended use is for backgrounds, and there should always be high contrast between typography and the background color to ensure maximum readability.
• The strategic use of system colors appears frequently in our communications. When used, the color reflects the content of the communication. For example: orange when the subject is the Orange Line, multicolor when the subject is numerous lines. This can be used in type, background or border. For type, use color sparingly.
• We use line colors to represent the lines.
• Avoid using red and green combinations, as their pairing’s assocation with Christmas can be distracting.
• When the communication is about more than one line, mix line colors in the headline and/or CTA.
• Use these color choices with restraint. Make sure there is enough contrast between the background and foreground, as well as between adjacent colors.
• The graphic should be simple, clean and modem, reflecting the aesthetic sensibility of the brand.
• The best graphic is built for speed in that it is instantly recognizable. It is easy to decode and gets right to the point. Like our T logo itself, it has a straighforward, modernist timelessness.
• Literal illustration is not what we’re after. We are not attempting to depict the world. Pictograms help our riders navigate and use our system as smoothly and quickly as possible.
• Photography is a very powerful means of communication and subsequent connection and understanding.
• The quality that defines the photography we use is realness. Images should always be crisp, clear accounts of a world of progress within the T. Photography should always project a positive experience for the potential T customer. Use real MBTA employees doing real jobs, and show a wide range of job functions and system locations.
• Look for: Authentic, Clear, Modern, Culturally diverse, Clean, Editorial, Natural
• Avoid: Dark, Stale, Frivolous, Complex, Artificial, Overproduced, Silly, Grainy, Washed out
• Any customer-facing creative concepts that require use of images/photography need to be vetted and approved by the Customer Experience department, which can recommend appropriate resources for procuring those files. This is also applicable to the creation of iconography and illustrations.
• No images that are sourced as free are to be used in advertising or communication material, no matter the communication platform.
• It is important to fully understand the terms and conditions when selecting and using stock imagery. The terms should be dissected by the appropriate team to ensure proper permissions are obtained prior to any use. It is important to make sure you obtain the rights associated with the images you wish to use by working with the image owner directly, as well as contacting the people in the image.

Iconography

• All vehicle icons should be sourced from the guidelines. They can effectively communicate how to navigate the system across cultural and language barriers.
• All wayfinding icons should be sourced from the guidelines. They can effectively communicate how to navigate the system across cultural and language barriers.
• In many forms of communication, we use pictograms (a pictorial representation of an object, place or item).
• Good pictograms should be literal and easy to understand no matter what the language or cultural differences. Often pictograms are combined to form simple instructions or messages.
• The best graphic is built for speed in that it is instantly recognizable. It is easy to decode and gets right to the point. Like our T logo itself, it has a straighforward, modernist timelessness.
• The graphic should be simple, clean and modem, reflecting the aesthetic sensibility of the brand.
• Literal illustration is not what we’re after. We are not attempting to depict the world. Pictograms help our riders navigate and use our system as smoothly and quickly as possible.
• Any customer-facing creative concepts that require use of images/photography need to be vetted and approved by the Customer Experience department, which can recommend appropriate resources for procuring those files. This is also applicable to the creation of iconography and illustrations.
• No images that are sourced as free are to be used in advertising or communication material, no matter the communication platform.

Layout And Composition

• The clear space around the logo allows it to stand apart from any competing graphic elements or text.
• The clear space is obtained from the relative length of one of the “arms” in the T, as shown here.
• Avoid crowding too much information on each slide. Use bullets rather than sentences. Use visuals and graphs.

Brand Architecture

• Everything the MBTA does is in some way an expression of our brand. The Red, Blue, Green and Orange Lines. The Reduced Fare programs. THE RIDE. The Perq program. All of the signage, communications, products and experiences we create must ladder up to the master MBTA brand. So these guidelines have far reaching implications.

Digital Guidelines

• Social media connects the MBTA with our riders directly and in real time. Using platforms such as lnstagram, Twitter and Facebook, we share news and service updates and provide helpful tips and information about special events. Social media requires a level of transparency, sharing bad news along with the good and acknowledging and owning problems. We communicate clearly and succinctly, with context and empathy for the journey of our riders.
• People posts: The Tis a people brand, and when we share posts featuring our people, we are showing our brand at its best. Humanizing and personalizing the relationship our riders have with us, often these posts are photography.
• System posts: Share new system enhancements and features. Announce holiday or special-event changes in service. Tum the steady progress, the rider-focused service and the focus on safety into a steady stream of content. Simple posts, videos and infographics all play a role here.
• News posts: Nothing communicates transparency more effectively than regular updates featuring news about the system. Not all news will be great news but, by telling our story truthfully, we are immediately part of the solution to the problems we report on. Video is a great way to tell longer, more involved stories.
• Social media buttons are rounded. The text is knocked out, left-aligned and centered vertically in the circle. In addition to pointing to another source of information, the platforms, Facebook, Twitter and Instagram, reinforce the rider-first orientation of our organization.
• CTAs (calls to action) lead our riders to the next point of communication. The MBTA utilizes URLs as CTAs. This directly connects the reader to the web address where they can take action or learn more. A URL is globally understood to point to an address on the Internet. By giving riders just the URL, we are acknowledging this fact and treating the rider intelligently. This also creates easy-to-remember links and links that clearly communicate what is waiting at that address. We capitalize the first word of each letter to make reading quicker.
• Examples: # MBTA.com/RideSafer MBTA.com/BuildingABetterT

Print Guidelines

• Typography is an important element in how we present our brand. Our logo font is highly distinctive and instantly recognizable. The Typography secondary font is used for body copy and subheads. \ Both are print-and digital-friendly typefaces, to be used across all communications.
• Helvetica Neue Light ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 Helvetica Neue Light Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 Helvetica Neue Regular ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 Helvetica Neue Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 Helvetica Neue Medium ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 Helvetica Neue Medium Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 Helvetica Neue Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 Helvetica Neue Bold Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789
• Eyebrow: Type: Helvetica Neue Bold Color: Silver Line Tracking: -20 September Headline: Type: Helvetica Neue Bold Color: MBTA Gray Dark Tracking: -20 —-to Report our riders. We continue to Build a Better T. The work we are doing follows a long-range plan. And at the center of that plan is a Body: Type: Helvetica Neue Bold commitment to a safe, reliable and more accessible transit Color: Silver Line system. As work continues and progress is achieved, we will Tracking: -20 be providing monthly updates, like these, to explain how what you’ve experienced as a rider is creating a better system. We feel that the monthly report is the clear communication. Capsules: Colors: MBTA line colors I133909» 90So Anti-flooding measures, track Track maintenance and signal work, and more. and replacement. This September, we began work on We conducted important track Detail Header: Type: Helvetica Neue Bold important anti-flooding measures to maintenance work, including replacing protect the Green Line Fenway Portal hundreds of feet of old rail for a faster, Colors: MBTA line colors tunnel from severe weather. We replaced more efficient Blue Line. Tracking: -20 over 24,000 feet of track and 6.5 miles of signals on the D Branch to ensure a 2,173529 comforlable,reliableGreenLine.Wealso Safety improvements replaced dozens of intersections and 7,000 feet of track to reduce slowdowns To further our goal of safe transportation, and delays and improve access for our crews worked on installing the pedestrians, cyclists, and drivers around Commuter Rail Positive Train Control Detail Body: Typec HOvetica Ne,e Reg,lacthe intersections. system. We installed new signal systems, underground cable, and signal houses, Color: MBTA Gray Dark / G220 as well as drilled rail for track circuitry. This will allow monitoring of Commuter Tracking: -20 Track maintenance Rail trains and manual control in and replacement. emergency situations, increasing the This month, we stockpiled 13,000 feet of safety of our passengers. track and hundreds of track ties to allow our crews to keep the Red Line running smoothly al Cabot Yard. Al Columbia Signoff: Logo with Building a Better T Junction, we completed repairs of the signal control on the Ashmont branch to lockup and electrical repairs. Border: Color: MBTA Subway Silver components and 3,100 feet of rail. We 20% Tint –also made important waterproofing and electrical repairs. All of this helps your ride be faster, smoother, and safer. Building a better T.
• Color is a central means of communication on the T, representing different lines and modes of transportation. Occasionally a specific color will be used around a large project or event.
• Green Line PMS: 348 Green CMYK: 100.0.54.48 RGB: 0.132.61 Hex: 00843D Red Line PMS: 485 Red CMYK: 0.81.87.15 RGB: 218.41.28 Hex: DA291C Brand Bus PMS: 1235 Yellow CMYK: 0.28.89.0 RGB: 255.199.44 Hex: FFC72C Ferry PMS: 3135 Aqua CMYK: 100.0.22.10 RGB: 0.142.170 Hex: 008EAA THE RIDE PMS: 2227C CMYK: 60.0.16.0 RGB: 89.190.201 Hex: 59BEC9 Orange Line PMS: 144 Orange CMYK: 0.49.100.0 RGB: 237.139.0 Hex: ED8B00 Blue Line PMS: 293 Blue CMYK: 100.76.0.9 RGB: 0.61.165 Hex: 003DA5 Silver Line PMS: 430 Gray/Silver CMYK: 50.34.27.11 RGB: 124.135.142 Hex: 7C878E Commuter Rail PMS: 249 Purple CMYK: 43.100.0.17 RGB: 128.39.108 Hex: 80276C
• In addition to the colors, tints of the colors created by adding white can be used. Any percentage of tint may be used. Tint colors’ intended use is for backgrounds, and there should always be high contrast between typography and the background color to ensure maximum readability.
• Avoid using red and green combinations, as their pairing’s assocation with Christmas can be distracting.
• Use these color choices with restraint. Make sure there is enough contrast between the background and foreground, as well as between adjacent colors.

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