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Branding Guidelines Division Division of Transportation Planning (DOTP) Design PM² Communications Office Updated 12/2023

DOTP

Branding Guidelines

Foreword

These branding guidelines outline how to use the DOTP visual identity with confidence and clarity. The guidelines have been designed to ensure consistency within the DOTP brand, helping to create strong, recognizable, and innovative communications. For questions, please contact: Graphic Design Branch: kaitlin.tichansky@dot.ca.gov Communications Office: brandon.shoemaker@dot.ca.gov

DOTP

Branding Guidelines

Table of Contents

Overview

Graphic Design

Logo

Color Palette

Typography

Shapes & Patterns

Photography

Iconography

Branded Assets

Communications

Voice

Tone

DOTP

Overview & Vision

Branding Guidelines

DOTP

Branding Guidelines

Overview

The California Department of Transportation’s (Caltrans’) mission is to provide a safe and reliable transportation network that serves all people and respects the environment. Caltrans carries out its mission through its programs. The Division of Transportation Planning (DOTP) is overseen by Planning & Modal Programs (PMP). The following divisions are currently part of PMP: • Data and Digital Services (DDS) • Local Assistance (DLA) • Planning and Modal Program Management (PM²) • Transportation Planning (DOTP) • Research, Innovation and System Information (DRISI) The PM² Communications Office supports graphic & branding needs, communication needs, web management, and ADA compliance throughout PMP. To work with the PM² Communications Office, please submit a request through the PM² Communications Office Service Request Form. The request will be assigned to a team member who will get in contact within 24 hours.

DOTP

Graphic Design

Branding Guidelines

DOTP

Logo

Branding Guidelines

DOTP

Branding Guidelines

Logo

Full Color (light background)

Full Color (dark background)

Black Version

White Version

There are four versions of the DOTP logo. Two for use on a white or light-colored background and two for use on a black or dark-colored background. The DOTP logo has three components: (1) The primary name (also referred to as a logotype or wordmark); (2) the emblem (also referred to as a logomark); and (3) the division name along the bottom. These components have been carefully drawn and proportioned and should never be redrawn, altered, or distorted.

DOTP

Acceptable & Unacceptable Logo Usage

Branding Guidelines

Do not rearrange the logo elements

Do not rearrange or rotate the logo elements

Do not change logo proportions

Do not change the logo colors

DOTP

Safe Zone & Size Clear space creates breathing room for the logo. It prevents the logo from becoming crowded by images, text, or other graphics that can lessen its impact and visibility. The clear space is derived from X, which is measured by the cap height of the division acronym, DOTP, in the logo. Clear space should always be at least 1x on all sides of the logo. This amount of space should be increased whenever possible. Clear-space requirements are the same for all versions and configurations of the logo. The minimum size of the full-color logo is measured by the horizontal width, which should not be reduced smaller than 0.75 inches wide (54 px for digital).

Branding Guidelines

DOTP

Logo Usage: Co-Branding For external communications, only the Caltrans logo should appear on the cover or first page of a document; however, the DOTP logo can appear alongside the Caltrans logo in interior or subsequent pages. For most internal communications, the DOTP logo should appear alongside the Caltrans logo. Logo arrangement should consider the relative size, spacing, and alignment of the two logos. In both the horizontal and vertical arrangement, the vertical Caltrans logo should be used. In a vertical arrangement, the Caltrans logo must be spaced 1x the height of the DOTP logomark and be placed above the DOTP logo. The logos should be left-aligned. The logos should be the same width in this arrangement. In a horizontal arrangement, the Caltrans logo must be spaced 1x the height of the DOTP logomark and be placed to the left of the DOTP logo. The logos should be the same height in this arrangement.

Branding Guidelines

Vertical Arrangement

Horizontal Arrangement

DOTP

Color Palette

Branding Guidelines

DOTP

Branding Guidelines

Primary Color Palette The primary color palette is composed of nine colors that can be applied to all materials, including core branded assets (e.g. DOTP PowerPoint Template, DOTP Stationary, etc). Always ensure the selected color supports the content and maintains both readability and legibility. Text and imperative (non-decorative) graphics must pass minimum color contrast threshold (WCAG 2.1, Level AA) for ADA accessibility.

Pantone CMYK RGB Hex

PMS 317 18, 0, 8, 0 177, 228, 227 #b1e4e3

PMS 299 85, 19, 0, 0 0, 163, 224 #00a3e0

PMS 3105 43, 0, 12, 0 103, 210, 223 #67d2df

Pantone CMYK RGB Hex

PMS 326 87, 0, 38, 0 0, 178, 169 #00b2a9

PMS 7468 100, 10, 0, 28 0, 115, 152 #007398

PMS 631 67, 0, 12, 2 62, 177, 200 #3eb1c8

Pantone CMYK RGB Hex

PMS 327 100, 0, 44, 17 0, 134, 117 #008675

PMS 7540 0, 0, 0, 72 75, 79, 84 #4b4f54

PMS Cool Gray 1 0, 0, 0, 6 217, 217, 214 #d9d9d6

DOTP

Branding Guidelines

Expanded Color Palette The expanded color palette includes the primary color palette colors, but allows for more flexibility with the addition of lighter tints, darker shades, and complementary colors. It is important to note that the colors in this expanded palette should be used as accents or contrast to the primary colors and should not dominate a design. The expanded color palette may be used on custom reports, plans, or templates, but should not be used on core branded assets.

Pantone CMYK RGB Hex

PMS 326 87, 0, 38, 0 0, 178, 169 #00b2a9

PMS 299 85, 19, 0, 0 0, 163, 224 #00a3e0

PMS 3105 43, 0, 12, 0 103, 210, 223 #67d2df

PMS 317 18, 0, 8, 0 177, 228, 227 #b1e4e3

PMS 1235 0, 31, 98, 0 255, 184, 28 #ffb81c

Pantone CMYK RGB Hex

PMS 327 100, 0, 44, 17 0, 134, 117 #008675

PMS 7468 100, 10, 0, 28 0, 115, 152 #007398

PMS 631 67, 0, 12, 2 62, 177, 200 #3eb1c8

PMS 563 52, 0, 32, 1 107, 187, 174 #80c7c4

PMS 151 0, 48, 95, 0 255, 130, 0 #ff8200

Pantone CMYK RGB Hex

PMS 342 100, 0, 71, 43 0, 103, 71 #006747

PMS 433 33, 3, 0, 95 22, 41, 51 #162933

PMS 7540 0, 0, 0, 72 75, 79, 84 #4b4f54

PMS Cool Gray 1 0, 0, 0, 6 217, 217, 214 #d9d9d6

PMS 1595 0, 59, 100, 0 216, 96, 24 #d86018

DOTP

Branding Guidelines

Typography

DOTP

Branding Guidelines

Typography

Primary

Century Gothic Pro is the official typeface for DOTP. In the event that Century Gothic Pro is unavailable, Century Gothic may be used as an alternative. For usage in a headline or subhead, use Bold. For usage in body copy, use Regular. Century Gothic Pro can be used in sentence case, lower-case, and all caps. Headlines primarily use sentence case and lowercase. This typeface works well with long sentences. Headlines and subheads look best tracked out at 25-50 pts.

Aa Aa

Century Gothic Pro/Centrury Gothic Bold AaBbCcDdEeFfGgHhIiJjKkLlMmNn OoPpQRrSsTtUuVvWwXxYyZz 1234567890 !¡”#%&’()*+÷-±,./|\:;<=>¿?@ “‘~`-[\]^_{|}€§°•≤≥¯Æ’”±—‚·°‡flfi›‹€ Century Gothic Pro/Century Gothic Regular AaBbCcDdEeFfGgHhIiJjKkLlMmNn OoPpQRrSsTtUuVvWwXxYyZz 1234567890 !¡”#%&’()*+÷-±,./|\:;<=>¿?@ “‘~`-[\]^_{|}€§°•≤≥¯Æ’”±—‚·°‡flfi›‹€

DOTP

Branding Guidelines

Typography

Web-Safe Font

In the event that Century Gothic Pro is unavailable on a web-based application, an alternative web-safe font may be used. This font should only be used if Century Gothic is unavailable. The approved web-safe font is Arial.

Aa Aa Aa

Arial Black AaBbCcDdEeFfGgHhIiJjKkLlMmNn OoPpQRrSsTtUuVvWwXxYyZz 1234567890 !¡”#%&’()*+÷-±,./|\:;<=>¿?@ “‘~`-[\]^_{|}€§°•≤≥¯Æ’”±—‚·°‡flfi›‹€ Arial Bold AaBbCcDdEeFfGgHhIiJjKkLlMmNn OoPpQRrSsTtUuVvWwXxYyZz 1234567890 !¡”#%&’()*+÷-±,./|\:;<=>¿?@ “‘~`-[\]^_{|}€§°•≤≥¯Æ’”±—‚·°‡flfi›‹€ Arial Regular AaBbCcDdEeFfGgHhIiJjKkLlMmNn OoPpQRrSsTtUuVvWwXxYyZz 1234567890 !¡”#%&’()*+÷-±,./|\:;<=>¿?@ “‘~`-[\]^_{|}€§°•≤≥¯Æ’”±—‚·°‡flfi›‹€

DOTP

Shapes & Patterns

Branding Guidelines

DOTP

Shapes Diamonds are the primary shape in the DOTP brand and may be used to add visual interest to a layout. They should be evenly spaced, but may vary in size. Because these shapes work in tandem with photography, it helps to figure out which mask arrangement works best within the layout and to select photography that fits best within the shape.

Branding Guidelines

DOTP

Branding Guidelines

Patterns

Angular Shapes

DOTP branding includes three patterns that can be used in division materials to add visual interest to a layout: Angular Shapes, Connection Dots, and Street Plans. Angular Shapes is used in materials throughout Planning & Modal Programs, whereas the other two patterns are specific to DOTP. The angular shapes element uses angular lines to build shapes that have a dynamic quality. These shapes can be useful in headers and section dividers where text appears. Angles in this shape are typically at a 45 or 90 degree angle with rounded corners. Specific instructions on constructing this pattern can be found in the Angular Shapes style guide. The connection dots pattern is a versatile element that reflects the interconnectedness of the California transportation system. It is composed of two parts – straight angular lines and circles – that typically take on an organic outline. Specific instructions on constructing this pattern can be found in the Connection Dots style guide. There are 13 street plan arrangements: one for each district office and headquarters. Each pattern is a street map of each office location and may appear in either a light-background or dark-background variation.

Connection Dots

Street Plans

DOTP

Branding Guidelines

Photography

DOTP

Photography The imagery used by DOTP branding should depict California-based transportation and locations. Photos should be professionally shot and of the highest quality/ resolution (no less than 150 dpi and up to 300 dpi).

Branding Guidelines

DOTP

Branding Guidelines

Iconography

DOTP

Branding Guidelines

Iconography DOTP utilizes a simplistic, single-color, lined icon style. The icons must meet the following parameters: • • • •

Single-color (white or black) Lined style Simplistic 0.5 x 0.5 inches actual size

height

*Acronyms may be used for custom department/program sub-branding icons, but may not be used for the standard icons. Ideally, icons should fill the entire 0.5 x 0.5 inches active area; however, that may not always be possible. At minimum, the icon must fill either 0.5 inches height or 0.5 inches width. Icons should maintain a clear space equal to 1/4 the height or width (whichever is greater). For more information about designing icons, please refer to the PMP Icon Design Standards.

.5 inches

DOTP

Icon Examples Additional icons are available on the PMP website in white or black, on transparent backgrounds.

Branding Guidelines

DOTP

Branding Guidelines

Program / Department Icons

Examples

Program and department icons provide offices the ability to implement subbranding on materials. These icons follow the same style as standard DOTP icons, but must (1) be used in conjunction with division or Caltrans branding and (2) take a secondary and less prominent position as Caltrans/division branding on assets. These icons must meet all icon parameters outlined on page 24, but may include an acronym. Current program and department sub-branding icons are available on the internal (OnRamp) website.

California Freight Advisory Committee

Reconnecting Communities: Highways to Boulevards

DOTP

Branded Assets

Branding Guidelines

DOTP

Branding Guidelines

Business Documents

Stationary

DOTP business documents found on the internal (OnRamp) website include key deliverables, such as the division’s stationary and agenda/ minutes documents. Stationary: 8.5 x 11.5 inches Agenda/Minutes: 8.5 x 11.5 inches

Agenda/Minutes

DOTP

Presentation Deck The slides of the presentation deck follow the overall theme represented in the DOTP brand. The slides should always use Century Gothic typeface and the point size of the font should not be changed. If content does not fit on one slide, an additional slide should be added to continue the flow of text.

Branding Guidelines

DOTP

Branding Guidelines

Email Signature The DOTP email signature is designed to work in both Outlook regular and dark mode. The files and instructions for implementing into Outlook are available on the internal (OnRamp) website.

First Last Name [Working Title] [Branch] Division of Transportation Planning (xxx) xxx-xxxx Chat With Me on Teams!

DOTP

Virtual Meeting Backgrounds The DOTP virtual meeting backgrounds can be used in the Zoom, Microsoft Teams, and WebEx platforms. Files for each video conference platform are available on the internal (OnRamp) website.

Branding Guidelines

DOTP

Branding Guidelines

Communications

DOTP

Voice

Branding Guidelines

DOTP

Branding Guidelines

Voice

“Voice” is an organization’s unique personality or brand identity. It is the tone, style, and messaging an organization uses to communicate with both stakeholders and employees. Planning & Modal Program’s voice reflects Caltrans mission, vision, values, goals, and culture. Planning & Modal Program’s voice strives to be consistent across all communication channels for all divisions – from outreach materials to stakeholder interactions. Three keys to a strong and consistent voice: Create a memorable brand identity that stakeholders easily recognize and relate to. Build trust and loyalty with stakeholders to create a sense of reliability and dependability. Improve communication and collaboration within Planning & Modal Programs to have a clear understanding of how to represent products and services with stakeholders.

DOTP

Branding Guidelines

Voice cont.

To develop Planning & Modal Programs’ voice, employees must: • Clarify how the communication effort ties into Caltrans’ mission, vision, values, and goals • Identify the target audience, and • Determine the appropriate tone and style of communication. Each step should involve input from stakeholders, including employees, management, and partners so the voice is authentic and resonates with the intended audience. By developing a clear and consistent voice, Planning & Modal Programs can build trust and improve communication and collaboration within Caltrans and our external partners.

DOTP

Tone

Branding Guidelines

DOTP

Branding Guidelines

Tone

“Tone” is the expressive quality of communication and language. It is the way Planning & Modal Programs conveys its message and interacts with its audience. Tone can range from formal and professional to casual and conversational, depending on the situation and audience. It is important for Planning & Modal Programs to establish clear guidelines and training for employees on the appropriate tone to use in different situations. Planning & Modal Program’s tone should align with Caltrans’ mission, vision, values and goals. Per GOV 6219, Planning & Modal Program documents should be written in “plain, straightforward language and avoid technical terms as much as possible.” Inconsistencies in tone can lead to confusion or mistrust among stakeholders and can damage Planning & Modal Programs’ and Caltrans’ reputations.

DOTP

Branding Guidelines

Tone cont.

There are four different types of tone that Planning & Modal Programs’ employees may use in a business setting: Formal and Professional: Used in more formal settings such as contract negotiations, official communications, or legal documents. This type of tone is serious, respectful, and authoritative. Formal language and proper grammaris required. The goal is to convey professionalism, competence, and reliability. Conversational and Friendly: Used to create a relaxed and friendly atmosphere, such as in customer service or social situations. This type of tone is casual, empathetic, and informal. The goal is to create a sense of approachability, understanding, and relatability. Authoritative and Instructional: Used to provide clear and concise instructions or guidance in a business setting, such as training manuals, policy writing, or other types of technical instruction. This type of tone is authoritative, instructional and uses clear and direct language. The goal is to convey a sense of expertise, confidence, and clarity.

Inspirational and Motivational: Used to inspire and motivate employees or customers, such as in staff meetings, presentations or speeches, or in outreach. This type of tone is positive, uplifting, and encouraging. The goal is to create a sense of excitement, inspiration, and motivation.