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IDENTITY GUIDELINES MAP MAP

PLAN PLAN

RIDE RIDE

ARRIVE ARRIVE

METRO ACCESS PASADENA


ABOUT

MAP, short for Metro Access Pasadena, is the rebrand of the existing Pasadena Area Rapid Transit System, the local bus service provided for Pasadena, CA. Since forming in the mid90’s, it has taken on a few different faces over the years. From full vehicle wraps to simplified versions of city imagery, the goal has remained consistent to having a friendly, safe, easy to use and engaging atmosphere for the riders. This rebranding continues to focus on those qualities, while creating an identity that is also seen as legible, iconic and simple. Inspiration from the city itself and three specific colors are used to emphasize an inviting, dependable, yet practical city bus that will allow people to find their way through Pasadena.

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Whatever way of living Pasadena’s riders come from, the feeling of MAP works to accomodate everyone and gives back the respect, joy and sense of community that has been received. With this rebrand, the hope is that the people of Pasadena will not only see the importance of being a smart, responsible city and consider how they will find their way into their city, but feel a direct connection to their contribution to Pasadena. These guidelines will help you introduce the new identity for Pasadena’s transit system. Here you will find guidelines for the logo, color, typography, application and media usage.


BRAND VALUES 2

KEY WORDS

POSITIONING STATEMENT

Engaging Clear Easy to use

Simple Friendly Safe

find your way


CONTENTS

ABOUT

LOGO

APPLICATION

About Identity Brand Values

1 2

Lock-up and Signature Black and White Preferred Color Variations Typography Things to Avoid

4 6 8 10 14

Route Signage Vehicles Bus Shelter Media

17 18 22 25

3


LOCK-UP AND SIGNATURE 4

Inspired by the lines painted on all streets, the MAP logo takes on letterforms that mimick those lines to give the feeling of guidelines that help find your way through the streets. To further that idea, the circle form takes the lines from each letterform to make up a sort of abstract map, all leading to the center, a dot on the map. The colors used all respond words that correlate with the bus system: inviting, dependable and practical. The freedom with the logo is that it does not need to be used together at all times, it has the ability to funtion in parts as well.


3.5x

5 1.0x

1.15x

0.1x 1.0x 2.5x Measured in inch/decimal incriments to give a visual of size relationship. The circle portion of the logo uses the same language that the letterforms pick up from the street lines, and can be used separate or in conjunction with the logo and secondary typography.


BLACK AND WHITE 6

Measured in inch/decimal incriments to give a visual of size relationship. The circle portion of the logo uses the same language that the letterforms pick up from the street lines, and can be used separate or in conjunction with the logo and secondary typography.


BLACK AND WHITE 6

Measured in inch/decimal incriments to give a visual of size relationship. The circle portion of the logo uses the same language that the letterforms pick up from the street lines, and can be used separate or in conjunction with the logo and secondary typography.


GRAYSCALE 7

Measured in inch/decimal incriments to give a visual of size relationship. The circle portion of the logo uses the same language that the letterforms pick up from the street lines, and can be used separate or in conjunction with the logo and secondary typography.


PREFERRED COLOR VARIATIONS 8

PANTONE 171

PANTONE Process Cyan

PANTONE Black 7

HEX #FB652F

HEX #00A6D6

HEX #414042

C 0 M 75 Y 100 K 0

C 70 M 15 Y 0 K 0

C 0 M 0 Y 0 K 90


PREFERRED COLOR VARIATIONS 9

PANTONE 171

PANTONE Process Cyan

PANTONE Black 7

HEX #FB652F

HEX #00A6D6

HEX #414042

C 0 M 75 Y 100 K 0

C 70 M 15 Y 0 K 0

C 0 M 0 Y 0 K 90


TYPOGRAPHY 10

The main typography used for the logo is AW Conqueror Inline and in the same family, AW Conqueror Sans, a contemporary sana serif, works as the secondary typography, working in conjunction with the inline version. The secondary typography can be found just under the logo, aligning with the begining of the capital M and ending at the start of the capital P. It can also be found on the website, app, signage and collateral.


abcdef ghijklmi nopqrst PRIMARY TYPOGRAPHY

AW CONQUEROR INLINE

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ABCDEFGHIJKLMNOPQRSTUVWXYZ 0123456789!@#$%&*( ) [ ]


SECONDARY TYPOGRAPHY

i tu 12

AW CONQUEROR SANS

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789!@#$%&*( ) [ ] 18PT

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789!@#$%&*( ) [ ] 14PT ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789!@#$%&*( ) [ ] 10PT ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789!@#$%&*( ) [ ] 8PT


ABCDEF GHIJKLI NOPQRST 13


DON’T DO 14

TU


DON’T DO 15


ENVIRONMENTAL SIGNAGE

LINDA VISTA / ART CENTER MON-FRI ROSE BOWL SAT ONLY

LINDA VISTA / JPL

MON-FRI RUSH HOURS

This is what a general layout for the route signs would look like. Using different imagery to add at the bottom of the sign to break up the all vector logo, circles for route numbers and continued use of secondary typgraphy all make up the exterior wayfinding.

CITYOFPASADENA.NET

626 744 4055

17


BRT EXTERIOR 18

Both buses incorporate the use of imagery found around Pasadena, focusing on details, people and wayfinding. The colors and images can be interchanged as well for a variety with the vehicle wraps.


19

METRO ACCESS PASADENA


STARCRAFT EXTERIOR 20

Both buses incorporate the use of imagery found around Pasadena, focusing on details, people and wayfinding. The colors and images can be interchanged as well for a variety with the vehicle wraps.

17


21


BUS SHELTER 22

This is an example of the kind of bus shelter poster to be used. Again, using the main imagery, secondary typography and icons used from the app.

For route schedules and more info visit CITYOFPASADENA.NET

METRO ACCESS PASADENA


MEDIA 25

Four simplified icons are used to define different parts of the media to work with MAP’s ease of use. You will find an app icon, the app in context, as well as the website in context. They have been formed to have a cohesive feel in order to create a consistency in finding your way round Pasadena.


APPLICATION 26

metr o ac ce ss pasa dena

MAP

The app allows for riders to easily plan their trip, map our their destination, find time tables specifically for the MAP buses and the option to pay their fares if desired.


27


HOME PAGE

28


MAP 29


PLAN 30


CONTACT

TRANSIT DIVISION Despartment of Transportation City of Pasadena 221 East Walnut Street, Suite 199 Pasadena, CA 91101 626 744 4055 cityofpasadena.net/artbus

Identity and book designed by Alex Ascencio for Identity Systems, Spring 2012 Art Center College of Design 760 985 0792 alxascencio@gmail.com


MAP Identity Guidelines Book  

MAP Identity Guidelines Book of Metro Access Pasadena

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