L I N K I N G
T H E
M E T R O
INSPIRATION
These images capture everything TransLink strives to be. As a company we wanted this transportation system to reach out to all demographics of people from Council Bluffs, Omaha, and Lincoln. We wanted the people of the metro area to have a clean, safe environment for public transportation. We also wanted to represent a company that is easy and efficient for those who use it. We are representing cleanliness and classiness of a railway environment, compared the stigma public transportation has of a grungy and dated environment. We also kept the boards in a grid-like fashion to echo the grid system used to lay out Omaha’s streets.
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TABLE OF CONTENTS
7 9-21 23 25 27-29 31 33 35-37 39-41 43 45 47-53 55-59 63 65 67
Mission and Values Demographics Logotype Color palette Iconography Fabrics and Textures Photo Library Type Hierarchy Grid System Stationary Packaging Web Pages Advertising Commercial Photo Credits Contacts 5
MISSION & VALUES
MISSION TransLink will provide a safe and reliable way to travel through the city of Omaha, as well as the connecting Council Bluffs and Lincoln metro areas. It will encourage others to choose an alternative environmentally friendly way of transit as well as saving money on i ndividual transportation. With the Omaha metro growing at an exponentially fast rate, we will help the area continue to flourish.
VALUES Accountability TransLink will maintain all responsibility for maintenance and upgrades in order to ensure the individual has a safe and comfortable experience.
Efficiency There will be organization and regulation to the system so that the public can trust it. The riders will be able to rely on the transportation.
Communication Anything that needs to be communicated to the public will be. Used will be aware of changes, special promotions and events going on.
Safety The transit system will use the highest rated safety equipment. Strict rules will be enforced and extra precautions will be taken to assure safety.
Sustainability The system will promote a clean environment. The highest quality materials and the best technology will be used to reduce repairs.
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DEMOGRAPHICS
MILITARY AVE
ELKHORN BENSON
WEST OMAHA
VILLAGE POINTE
WEST ROADS
EPPLY AIRFIELD Century Link
CROSS ROADS
THE OLD MARKET
COUNCIL BLUFFS
UNO HENRY DOORLY ZOO OAKVIEW MALL METRO CROSSING
RALSTON ARENA FORT CROOK
NEBRASKA CROSSING
ASHLAND
LINCOLN
Wallnut Creek
SHADOW LAKE
OUFFIT AFB
With a large demographic spectrum, we wanted to cover each range: elderly, people who love to drive yet feel the metro would be a good thing to use on college, college student commuting, those conscious about the economy, those who can’t afford a car, and those who feel it would help the area. We chose to incorporate a thin line to give a sense of movement and to take you on a journey. We start in Council Bluffs and travel our way to Omaha and then Lincoln through the various demographics. 9
“I am all about anything and everything that could help out our environment. I would absolutely love knowing that, as a metro we are helping out our planet in some way.�
FELICIA JONES Twin City, CB 42 | Married | $75,000 | Insurance Agent | College Graduate | UNL African American | 5 bedroom home | 3 children | 2 dogs | Girl Scouts
Morning 7:45am Wakes up and gets dressed, and swings by Starbucks on the way
Environment
to work.
Felicia believes we should leave the
9:00am Once she gets to work she
earth cleaner than how we found it.
starts up the Microsoft programs.
Afternoon
Reliable
11:30am Grabs a bit to eat at
She is always there when she is needed.
Panera for a light lunch. 4:55pm Heads home from
Successful
work during rush hour.
She has been promoted to one of the
Evening
highest consultants in the company.
6:00pm She hops on her HP computer to work on a report. PROFESSIONAL OUTGOING DEDICATED
TRUSTWORTHY FRIENDLY
PREPARED TECH-SAVVY SUCCESSFUL CONFIDENT
PERSISTENT
8:55pm She checks her Linkedin page one last time before bed.
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“My ‘96 Ford pick-up truck doesn’t get the greatest gas mileage. I would love a means of transportation that gets me from A to B witout breaking the bank.
NATE UNDERWOOD Council Bluffs 25 | Married | $45,000 | Construction Worker | Some College | IWCC Caucasian | 2 bedroom home | Expecting Child | No Pets
Morning 5:45am Wakes up and gets ready for work at Kewit.
Enthusiastic With a child on the way, he is full
10:05am Takes a 15 minute break from work to drink a Pepsi.
of energy and excitement.
Healthy Nate is very healthy and works out on a regular basis.
Afternoon 12:15am Takes his lunch break. 4:55pm Gets off work and heads home in his Ford pick-up truck.
Trustworthy He is always reliable, and honest.
Evening 6:30pm Makes a healthy dinner for is expecting wife, and himself.
ENERGETIC HELPFUL OUTGOING HEALTHY PASSIONATE
9:15pm Takes a quick shower
MOTIVATED HANDY FUNNY POSITIVE PERSEVERING
before heading to bed.
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“At my age I would love a form of transportation that would be efficient to get me to the places I need to go, and that would keep me safe on the way there.�
KARL ULMER Ralston 67 | Widowed | Retired | High School Graduate | Caucasian | 3 bedroom home | 4 kids (grown) | Air Force Veteran | VFW
Morning 5:00am Wakes up early then makes coffee with breakfast.
Integrity
7:45am He heads out to Ouffit Air force Base, to get groceries.
He values honesty and strong moral values.
Courage Karl is a very strong person and willing to do things that others are not.
Health Karl is very conscious about his health and wants to live life to its fullest.
Afternoon 11:35am Grabs an early lunch on his way home from Ouffit. 2:00pm Heads home to relax while watching some golf on TV.
Evening 6:25pm Goes and visits one of his four children and their families.
WISE BRAVE EXPERIENCED POLITE HEALTHY CURIOUS
8:55pm He says his daily prayers
EASY-GOING FRIENDLY GENEROUS LOGICAL
before he goes to sleep.
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“Don’t get me wrong I love driving my car but paying for all the maintenance is expensive. I would love for some type of transportation that will save me money.”
THERESA WILLIAMS Elkhorn 36 | Married | $27,000 | Child Care | Early Childhood Education Degree | MCC | African American | Rents 3 Bedroom house 3 children | No pets | Red Cross Volunteer
Morning 4:30am Gets all her kids ready for school before going to work.
Creativity She loves DIY projects and doing crafts at the daycare with the kids
Patience
5:45am Stops at the gas station for a quick cup of coffee.
Afternoon 12:00am Makes lunch for all
Theressa takes time and finds
of the kids at the daycare.
solutions to problems.
4:00pm Gets off work and heads
Caring
to her kids soccer practice.
She loves to help and nurture children.
Evening 6:55pm Makes dinner for the family.
FAMILY ORIENTED ARTISTIC LOVING SMART GIVING
8:55pm Bathes her kids
GENTLE BUSY PLAYFUL MOTHERLY OPTIMISTIC
and gets them ready for bed.
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“I do a lot of driving. I mean I don’t mind because it gives me some time to just breathe but I would really love a form of transportation that was accessible for me to get from Gretna to Omaha and all the various piano lessons I go to teach.�
LILLY SUE Gretna 42 | Divorced | $42,000 | English Teacher | Master’s Degree | UNL Asian American| 2 bedroom home | 2 cats | Music for Kids
Morning 5:55am Gets ready early to commute to Omaha for
Musical
her job.
Lily believes music helps to brighten her life.
English class of the day.
Intelligent
Afternoon
7:55am Prepares for her first
She thinks that being able to increase
2:55am Heads back to Gretna
her knowledge will increase her life.
onces school lets out. 4:45pm Teaches piano at students
Cultured Lily loves to experience and learn about other cultures.
houses around the metro area.
Evening 7:35pm Stops to grab a bite to eat on her way home from piano class.
WELL TRAVELED CURIOUS WISE ADVENTUROUS HARMONIOUS
9:55pm Checks her emails before
GENEROUS PUNCTUAL GIVING CREATIVE RELIGIOUS
heading to bed to watch TV.
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“Since I commute everyday from Lincoln to Omaha for school I would love to have a communal form of transportation that could save me money and wear and tear on my car.�
ALBERT VARGAS Lincoln 19 | Single | $16,000 | Server/Student | Engineering Major | UNO Latin American | Two bedroom apartment | 2 cats | Student Council
Morning 6:00am Travels to the University
Responsible When he has an obligation he always fulfills it to his best ability.
Compassionate He always tries to help those around him.
Independent He always figures out ways to get things done without help.
of Nebraska in Omaha from Lincoln. 9:00am Takes notes in class on his Mac Pro laptop.
Afternoon 2:15am Heads back to Lincoln after finishing classes for the day. 3:55pm Gets home, grabs a snack and gets started with homework.
Evening 6:45pm Finishes his homework and grabs a bite to eat for dinner.
TECH-SAVVY DETERMINED FUN ACTIVE HEALTHY
10:25pm Lays down and watches
RESPONSIBLE SHARP BALANCED THOUGHTFUL LIVELY
some Netflix before bed.
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LOGO DESIGN
L I N K I N G
T H E
M E T R O
L I N K I N G
3 inches L I N K I N G
M E T R O
3 inches T H E
M E T R O
1.5 inch L I N K I N G
T H E
T H E
M E T R O
M E T R O
0.75 inch L I N K I N G
T H E
L I N K I N G
T H E
M E T R O
3 inches L I N K I N G
T H E
M E T R O
1.5 inch
1.5 inch L I N K I N G
M E T R O
3 inches
T H E
L I N K I N G
T H E
M E T R O
0.75 inch
L I N K I N G
T H E
M E T R O
1.5 inch L I N K I N G
T H E
M E T R O
0.75 inch L I N K I N G
T H E
M E T R O
0.75 inch
We wanted to show the functionality and illustrate the speed, efficiency, and technology of the metro by linking the letter “s” to the side letters, “n and l” in all of our designs. TransLink will be used to “link” together Omaha, Lincoln, and Council Bluffs. We chose to use the sans serif typeface Venera, because we felt it gave the sleek and modern look we were going for with curvilinear edges to it. We feel this design encompasses a sleek and modern feel that we are striving for. 23
COLOR PALETTE
PRIMARY PMS 92-8 C M Y K
53 83 0 21
SECONDARY PMS 123-6
PMS 10389
PMS 174-1
C M Y K
C M Y K
C M Y K
56 0 16 28
53 43 41 7
32 23 18 0
TERTIARY PMS 76-8 C-0 M-100 Y-0 K- 23
PMS 46-16 C-0 M-91 Y-92 K- 33
PMS 24-8 C-0 M-57 Y-100 K- 0
PMS 1-8 C-0 M-0 Y-100 K- 0
PMS 148-8 C-80 M-0 Y-100 K- 0
The primary colors are the main colors that will be used to showcase our brand. The colors that would be found on the logo, uniforms, trains, ads, etc. The purple signifies high class and royalty. The teal is a combination of both green and blue, both colors are known to have calming effects, which is beneficial for those who utilize public transit. The secondary colors are solid, bright colors. These colors will be used along with black and white in smaller sections of advertisements, the website, and most importantly, they will be used to distinguish between lines. We’re displaying them as circles to echo the icon that will be used for station stops. 25
ICONOGRAPHY
For the icons we wanted to keep the design clean and the message clear. The design for each icon features straight corners and only a single solid color to keep them from becoming too busy. They are also designed so they could be displayed very small but still maintaining detail, which is important for those who may have poor eyesight. The icons are all deliberately chosen because they are universally recognized icons. 27
WEB ICONOGRAPHY
For our web icons we wanted to make sure they kept the same hexagon shaped design to be easily recognizible for the consumers. Some of the icons are used in both web and print as well.
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FABRICS & TEXTURES
With our fabrics we want to use chic and modern designs to give a clean and presentable mode of transportation since most think of the metro as being unclean and dingy. 31
PHOTO LIBRARY
This design and photo library is laid out to show how efficient and clean we are shooting for our metro to be. Our photos represent the atmosphere we want to have and want to obtain for years to come after the metro station is up and running. 33
TYPE HIERARCHY
ELKHORN BENSON
WEST OMAHA
VILLAGE POINTE
WEST ROADS
CROSS ROADS UNO
OAKVIEW MALL
RALSTON ARENA
The typefaces that represent TransLink are Venera and Avenir. Presented here are examples of how these SHADOW typefaces should LAKE
Wallnutcan be set in black, reverse, or in one be used. These typefaces NEBRASKA CROSSING
Creek
of the colors approved.
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PUOR AUTEM Logotype, 48/57.6, Venera
IPUAM, AM Heading 1, 60/57.8, Sansumi Ultra-Light
NECAE PRE PUIS Heading 2, 36/43.2, Sansumi Ultra-Light
Aboreium Ad Qwuaepe Alitas Subheading 1, 24/34, Avenir Medium
TEM IN ESTI QUIS SOLUPTA Subheading 2, 20/30, Avenir Heavy all caps
Toluptassusa quis esed Subheading 3, 16/26, Avenir Medium
Vid ma consequo cus restqui cuscimo loreperes magniendias ditatur autem ipsapernam quunt volenet esto corum essunt officia elique ni ommolup taquasit aruptatus deliqui aut officium fuga. Musa et duntum qui voloria as
Body Copy, 11/18, Avenir Book Qui nim estis aut etur, omnim rerfera dolorep erisciumque doluptaque platia sapis evenist deliminvenessi re dolorestrum eum fugit et doloria Emphasis, 12/16 Avenir Black Am ipsus, que cus, iliquiatur ape ne corehenis maxim que pere nis sectecus, volorror sed erum deliquo ipic tetur aspissit am samet quis maximus estissuntem quod et, sitis nobis eaturep udaectin cus. Chart Label, 12/16, Avenir Roman Ratur res debitam accusdaest que volum archil et, omnia con nectore nissimp ossimus, cus si ut um fuga. Ximus es nam faccusd anient accuptatur sero corum faccuptat liam fuga. Unt aut inctest endeliquia nus dunt.
Chart Text, 10/14 Avenir Light Rit, none escil id molessequi occum quid experov idelecepudi to te nulluptat molumquos erchilitate con porerita core voluptia cum
Note/ Copy Text, 8/12 Avenir Light • Mus venimolupit, consequatur aciis quam, omnimus ulla • Ficiditat laceaqui dit apitate vid qui unt.
Bullet Text 10/14 Avenir Light
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GRID SYSTEM
1/2 inch margins around entire page
8.5 inches width 1.0429 inch width .9821 height
Blank space on all of the pages
.125 inch gutter between each column and row
11 inches width
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Vid ma consequo cus restqui cuscimo loreperes magniendias ditatwur autem ipsapernam quunt Musa et duntum qui voloria as ipsam que dolorrum aut ped que por ad quiCum re pro consed quatiae net ute cuptatis aliquae con et faceris cipieni maximus di remolorem nusa dolora dolo.
Maion none poresti bustrup tatasita non prae nusam solum nam rest, odis eaqui non evel mint volupture et in non evelique pere nonsedi geniment labore sequiat issit, undit, serum vent.
MAGLEV SYSTEM
evel mint volupture et in non evelique pere nonsedi z nonsedi geniment l non prae nusam solum nam rest, odis eaqui non evel mint volupture et in non evelique pere nonsedi geniment l abore sequiat issit, undit, serum vent, ulluptam.
Vid ma consequo cus restqui cuscimo loreperes magniendias ditatur autem ipsapernam quunt volenet esto corum essunt officia elique ni ommolup taquasit aruptatus deliqui aut officium fuga. Musa et duntum qui voloria as ipsam que dolorrum aut ped que por ad quiCum re pro consed quatiae net. ute cuptatis aliquae con et faceris cipieni maximus di remolorem nusa dolora dolo maion none poresti bustrup tatasita non prae nusam solum nam rest, odis eaqui non. 41
STATIONARY
When designing the stationary for TransLink we wanted to keep it simple and clean to go with the overall brand. We wanted people to look at the stationary and know it was TransLink by our colors and logo. 43
PACKAGING
We wanted to create promotional packaging that we could hand out to the clients at events to get the TransLink name out. We focused on items that could be easily carried and people use normally when on the go. We incorporated our colors in the items so when people see them they think TransLink. 45
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WEB PAGES
49
51
53
55
ADVERTISING
For our advertising campaign, we wanted to create a cohesive idea of car trouble. This campaign features individuals having car trouble in different types of weather situations. With this idea, we wanted to show why TransLink would be beneficial for the great good of the Omaha Metro. 57
Airport Billboard
Traffic Billboard
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Magazine
Script:
Larry: I went jogging last week. I didn’t want to, my car broke down in a crappy neighborhood. Thank god for this futuristic train that came out of no where called TransLink because I didn’t seem to lose any time but I did lose my rims. {Laughter}
Celebrity Endorsement
61
COMMERCIAL
For our commercial, we wanted to focus on traffic in Omaha. We wanted to show how busy the traffic and a busy parking lot. By showing this we wanted to show why Translink would be beneficial to the Omaha Metro to help decrease traffic. 63
PHOTO CREDITS
http://cdn.moneycrashers.com/wp-content/uploads/2015/09/broken-down-car-engine.jpg http://cdn.net.outdoorhub.com/wp-content/uploads/2012/04/image3.axd_.jpg http://cdn.ph.upi.com/sv/upi/UPI-92871234450607/2009/1/505d3992bf50cf6262eb9a45d961f30e/ Larry-the-Cable-Guy-roast-planned_st_th.jpg http://cdn2-b.examiner.com/sites/default/files/styles/article_large/hash/e9/50/e950b23e005cdf6c 305226f2e9ada7b7.jpg?itok=_-FN1Y6e https://images.unsplash.com/photo-1427243713560-583403bf9987?ixlib=rb-0.3.5&q=80&fm=jpg&s=00a0585c1880a37e6f0cea54d05144a7 https://images.unsplash.com/photo-1446042833391-66c26bc1afce?ixlib=rb-0.3.5&q=80&fm=jpg&s=ee47c72e 5c37407292a8bd4015a05717 https://images.unsplash.com/photo-1445462474364-0955cb455316?ixlib=rb-0.3.5&q=80&fm=jpg&s=cc6dc7615d32a654e0a8aeed8778e51a https://naturalface.wordpress.com/beauty-tips/ http://gas2.org/wp-content/uploads/2014/01/super-maglev-train-620x350.jpg https://pixabay.com/en/professor-man-male-people-person-836151/ http://rulezlife.com/foto/110-rulezphotos-001.html https://upload.wikimedia.org/wikipedia/commons/b/b6/Christina_Jun_headshot_photo_by_Tim_Leyes.jpg http://westnorth.com/2013/10/ http://www.carlsbrown.com/my-blog/ https://www.flickr.com/photos/dougliz/18226878095/in/photolist-tLDvQT-fLCcXc-9hkVfa-6VgY3b-bwwaLE http://www.huffingtonpost.com/tony-lobl/ https://www.pinterest.com/pin/34691859601660703/ http://www.voguefabricsstore.com/Broadcloth-Poly-Cotton-Navy.html http://www.xpresswest.com/trains.html http://4.bp.blogspot.com/-LqBaeMaZ8aI/VEDb9q8SVzI/AAAAAAAAB5s/eKdUj0HWS5k/s1600/bigstock -Winter-Car-Breakdown-Woman-C-11607581.jpg
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CONTACTS
Lauren Wilson ljwilson@unomaha.edu (402)-960-4735 Annalise Adams amadams@unomaha.edu (402)-709-1354 Mallory Hrabanek mhrabanek@unomaha.edu (402)-640-8171 Art Director: Adam Casey 67