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. g n i d n a r B a o c f ss o

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la c s s sine

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CONTENTS Brand 4 Identity 7 Overview 8 Logo 9 Elements 10 Colour 13 Type 13 Imagery 14 Print 18 Summary 20 Contacts 21


Brand. megabusGold is the business class of coach travel. Our brand has the fulfilment of modern passenger needs at its core. It represents a journey of finesse, where customers can expect to be served the way a passenger should be, by enjoying the strong product benefits of megabusGold, such as free wi-fi, complimentary refreshments and an onboard concierge. It understands that its customers have excellent value at the heart of their decision-making journey, but that they are prepared to pay a little more for that ‘cut above’ service. Our brand is clear in the difference between night and day services offered by megabusGold. Our brand shows that we aspire to turn coach travel into a luxury transport option of choice. You relax. We Serve.

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Identity. Our identity has been developed to communicate the essence of our brand. It is designed to encourage creativity and be flexible enough to allow us to be expressive, engaging and contemporary. It also enables us to develop different ‘faces’ to suit the audiences we’re targeting. Our identity should always be used in a way that focuses on outstanding service, passenger needs and luxury travel. This will create a strong, coherent and recognisable brand; a look and feel that helps us convey our messages effectively. Our brand identity is designed to strike a balance between creative freedom and the consistent application of elements such as our logo, core colours and typefaces, which gives us a distinctive and recognisable presence. 7


Overview. Logo

Alternative logo

Colour palette

Typefaces

Century Gothic

insignia

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Logo. Size Minimum size for use on A4 page format = 8mm high

Minimum size for use on A5/DL page formats = 6mm high

Positioning

Preferred colourways

Acceptable colourways

Gold logo on white or maroon

White logo on gold or maroon

Maroon logo on white or gold

On images

White or gold logo on deep image

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Elements. Slogans and straplines

You relax. We serve. Luxury travel day and night. The business class of coach travel. Headlines

Call me. Lols. Lullabye. Tweet. Feast. Sleepover. Home James. 10

A series of catchy headlines will be used to promote the megabusGold brand, each aiming to grab attention and provoke thought.


The diagonal straight ‘swoosh’

Diagonal line at 14.5 degrees

. e y b a l l Lu eper fast. e l s r u all o nd break n o ds fi a rd be free wia o Onb es with c serv i

. e y b a l l Lu eper fast. e l s r ou ak n all and bre o s d fi rd be free wia o Onb es with c serv i

Headline in gold Sub-head in white Both at 14.5 degrees White text should not touch the gold headline or the edge of the maroon box

White line at 14.5 degrees to sit between the maroon and image As a guide, the line should be 5pt thick when used in A4 page format

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The price roundel

Preferred colourway

Acceptable colourway

The following must be referenced in all price roundels: “from” before price “single” after price “+ 50p booking fee” after price

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Colour. Burgundy Pantone CMYK RGB HTML

505 35/100/65/65 123/20/54 #7B1436

Gold Pantone CMYK RGB HTML

871 27/32/72/12 171/149/89 #AC955A

The core palette should be accented with white.

Type. Main Typeface for marketing

Call me.

GLASGOW, LONDON, BRISTOL to, from, single + 50p booking fee

Century Gothic, Regular, 0 kerning, optical. Century Gothic, Bold, 0 kerning, optical. Century Gothic, Regular italic, 0 kerning, optical.

Main Typeface for logo and livery

luxury travel day and night

Insignia, 0 kerning, optical.

IMPORTANT NOTE: The insignia typeface used in the megabusGold logo has been modified. The logo should always be used as provided by the marketing team. Please do not attempt to recreate the logo using the typeface.

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Imagery. Onboard image examples

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The megabusGold image style megabusGold customers should be bathed in golden sunlight. A set of filters should be applied to images to ensure that the image has a warm, autumnal feel, reflective of the branding.

Original image

Guideline settings:

Stylised image

Contrast + 100, Brightness + 30, Colour balance, red + 20 IMPORTANT NOTE: Settings will differ depending on the lighting and contrast of the original image. Use the images on these pages as a reference point.

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Use of logos and type on imagery. In order to ensure the megabusGold brand remains strong, and to aid accessibility, logos and type must only be placed over images where they can be clearly read. On all examples shown in this guide, the images have been darkened in order for the logo and strapline to be clear enough to read easily.

You relax. We serve.

You relax. We serve.

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Logo and type on original image

Logo and type on treated image


You relax. We serve.


Print. Example A-format artwork

. e m l l a C

tar y men rd. i l p om oa nd c nts on b a e c r vi reshme f at se At-se ks and re c a sn

CARDIFF

er pow d n -fi a rd wi vices. a o b on ser Free ts on all e sock

GLASGOW

to LONDON

to LONDON

£25

£25

from

from

single + 50p booking fee

single + 50p booking fee

You relax. We serve.

You relax. We serve.

. s l Lo

. s l Lo

er pow d n fi a d wi- ices. r a o onb ser v Free ts on all e sock

GLASGOW

to LONDON

£25

from

single + 50p booking fee

You relax. We serve.

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. t e Twe

er pow d n fi a d wi- ices. r a o onb ser v Free ts on all e sock

GLASGOW

to LONDON

£25

from

single + 50p booking fee

You relax. We serve.


megabusGold marketing should reflect the quality of the product. As such, all marketing materials are to be printed using quality uncoated stock (minimum 170gsm) and use the pantone colours given. Where cost prohibitive, the CMYK values given can be used, provided the materials are printed using an approved print partner who is familiar with the brand and its colour palette.

. e . s y u i b n a l l e u G L er sleep ast. ll our d breakf a n o n s a d i be wi-f oard free Onb es with ser vic

GLASGOW

to LONDON

£25

from

single + 50p booking fee

You relax. We serve.

. r e v o p e Sle e h fre s wit rge. e ic v ie r er se conc sleep nboard r u o o ll d on a st an Beds breakfa wi-fi,

GLASGOW

to LONDON

£25

from

single + 50p booking fee

You relax. We serve.

. rning ht. e mo h ig t n st in nd akfa ay a i-fi d tar y bre w e Fre plimen Com

GLASGOW

to LONDON

£25

from

single + 50p booking fee

You relax. We serve.

. s e am J e Hom ry enta plim m o d c r vices. e an se er vic ts on all s t a e n s e t a m fresh wi-fi, Free ks and re c sna

CARDIFF

to LONDON

£25

from

single + 50p booking fee

You relax. We serve.

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Summary. Colour bar to be burgundy Headline to be gold Subheadline to be white Head and sub head must have full stop at the end

Price roundel to be positioned in bottom half of image either left or right

You Relax strapline to be positioned bottom left

. t e e Tw

wer o p d n a i f wi d r s. e a c o i b v r on se Free ts on all e sock

Photo to be treated as per image guidelines

GLASGOW to LONDON

ÂŁ25

from

single + 50p booking fee

You relax. We serve. Bottom of image to be darkened appropriately to ensure strapline and logo can be clearly read

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Horizontal colour bar, white line and all text at a 14.5 degree angle

Logo to be positioned bottom right


Contacts. All artwork MUST be signed off before being published or printed and all initial artwork requests MUST be channelled via: megabus.com UK Marketing Team Jodine Milne jodine.milne@stagecoachbus.com Senga Crosby senga.crosby@stagecoachbus.com 0191 566 0261

Artwork, elements and any specific branding queries once requests have been agreed MUST go through: AS Design North East Alan Sawyers alan@asdesignnortheast.co.uk 0191 495 6189

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MAY 2013

megabusGold.com Brand Guidelines  

Guidelines for use May 2013. Version 1.0.