Monroe County Transit Authority Style Guide

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Brand Book and Style Guide

©2017 Monroe County Transit Authority Prepared by Cassidy Communications, Inc.

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September 2017

MCTA

Dear Monroe County Transit Authority Family:

134 MCTA Drive Swiftwater, PA 18370

(570) 839-6282 Website: Gotcha.coma Phone:

With the help of MCTA staff and leadership, we have embarked on a quest to freshen the MCTA/Pocono Pony brand. Like many successful organizations, we understand that our brand is a strategic asset — one that has been well established and well received in the Monroe County region and beyond. Now it is time to take our brand’s success even further.

Social Media:

@Pogonotomy @Pogonotomy @PonyAlerts

Monroe County Transit Authority (MCTA): Home of the Pocono Pony …

Giddy Up & Go The refreshed brand is intended to bring consistency to MCTA/ Pocono Pony internal and external communications, media and marketing channels. A commitment to consistent brand implementation will raise awareness of MCTA services; provide a foundation for cohesive messaging; and emphasize our proactive approach to serving regional communities.

We hope everyone will share our enthusiasm for moving forward.

We intend to provide tools, through the branding effort, to present MCTA and the Pocono Pony in a fresh, forward-looking, new light.

Thank you.

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Chapter 1 • Introduction

Contents

Focusing on the Brand Defining the Brand Concept Changing for the Better Three Areas of Change

1.1 1.1 1.2 1.2

Establishing a Resource Providing a Reference Offering Guidance

2.1 2.2 2.2

Communicating a Common Message Defining Our Purpose

3.1 3.1

Introducing the Logo and Message

4.1

Establishing the Multi-Element Logo Standard Color Pallet Using the Logo Graphically

5.1 5.1 5.2

Establishing the Multi-Element Logo Using the Logo Graphically

6.1 6.2

Adding Typography Using Color URL Usage

7.1 7.2 7.3

Copyright File Names Codes

8.1 8.1 8.1

Chapter 2 • Brand Guide

Chapter 3 • Purpose, Vision and Core Values Chapter 4 •Brand Elements

Chapter 5 • Organization Logo Standards Chapter 6 • “Pocono Pony” Logo Standards Chapter 7 • Communications Materials Chapter 8 • Protecting Assets Appendix A • Giddy Up & Go Appendix B • Use Cases

A.1 B.1

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1.1

Chapter 1 • Introduction Focusing on the brand

Why is it important to focus on the MCTA/ “Pocono Pony” brand?

Reinvigorating MCTA’s brand is more than creating a refreshed name and logo. Our recent Strategic Plan identified “enhancing the awareness and perception of MCTA and its services” as a key initiative. The MCTA/“Pocono Pony” brand is a relationship between MCTA and everyone who lives or works in Monroe County and the surrounding area. The brand establishes consumers’ expectations of MCTA by the way the organization appears and interacts with riders and stakeholders. The icons and messaging are the foundation of the legacy, reputation, and future of the organization.

Branding offers several short-term and long-term advantages for MCTA. • • • •

Branding increases the awareness of our vision, mission, actions and activities.

Branding guides a cohesive approach to all communications materials.

Branding generates consistent messages and experiences for stakeholders.

Branding provides organization differentiation in a crowded marketplace for funding sources.

Defining the brand concept

What are the core concepts behind a brand?

Although every brand is a product or service, not every product or service is a brand.

A brand is a relationship between a service and its users. A service does not become a brand until it has earned a significant place in the lives of the users. MCTA has achieved this place.

Understanding MCTA’s services in the context of a rider’s life helps to define the brand.

For MCTA the brand is primarily a relationship with those who are served. However, it is also a relationship with government agencies, community leaders, social service agencies, environmental advocates, local businesses and staff members.

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1.2

Changing for the better

Why do we need to change?

The marketing and communication landscape has evolved and changed since 2004-5. Since that time the iPhone was introduced, Twitter and Facebook became public social networks, and personal utilization of mobile apps has become part of the daily routine. It’s critical for MCTA to leverage a brand strategy to stay current with evolving and emerging technologies.

In addition, a long-standing business/organization needs to periodically evaluate its brand’s maturity model. Is the brand perceived to be on the rise, static or in decline. After evaluating whether the brand is “dated,” “traditional,” “boring,” “nostalgic,” “progressive,” “visionary,” etc., it was determined that the “Pocono Pony” brand is mature in that it has achieved customer meaning and value. The brand, however, should be carried further and freshened to ensure that the look and style are consistent, relevant and engaging. The updates to the MCTA/Pocono Pony brand maintain the original “pony” theme, and standardize it for multi-channel use across the organization.

Three areas of change: 1. Main Organizational Logo/Identity 2. Pocono Pony Logo/Identity 3. Pocono Pony Campaign Theme The organization brand and the “pony” brand are covered in this guide. Samples of theme use are included in the appendix.

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2.1

Chapter 2 • Brand Guide Establishing a resource

Why do we need a Brand Book and Style Guide?

This Brand Book and Style Guide is designed to continue to grow and reinforce MCTA/ Pocono Pony as an identifiable, regional brand. This goal can only be accomplished by clearly defining the brand and working together with a unified vision of what MCTA offers today and for the near future. The result is a brand that coincides with the mission.

The mission of Monroe County Transit Authority is to enhance the mobility of the people who live, work or visit Monroe County, Pennsylvania for the purposes of offering all individuals access to quality-of-life activities, including, but not limited to, health care, shopping, education, recreation, public services and employment. Our commitment to our community is continuing to serve everyone equally regardless of their gender, age, denomination, national origin, race, or creed.

The Brand Book’s objectives: • To establish an understanding of why change is needed.

• To introduce the refreshed MCTA/“Pocono Pony” brand.

• To establish guidelines to use the brand effectively.

• To provide the tools needed to implement the brand in development of marketing and communication materials.

In essence the Brand Book and Style Guide is a resource to clarify and reinforce the way MCTA and the Pocono Pony are communicated to audiences throughout the region.

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2.2

Providing a reference

Whom is this book for?

This book benefits anyone involved in communicating the MCTA/“Pocono Pony” brand internally or externally. It should be used by anyone who has contact with MCTA’s stakeholders.

Offering guidance

What will this book do?

Above all, this book is designed to make everyone’s job easier.

The information presented establishes a single set of guidelines for working with the brand.

By eliminating confusion or ambiguity, this approach helps to develop and promote distinctive and effective communications for and about MCTA. By getting everyone “on the same page,” MCTA is able to keep costs down and improve the stewardship of the organization.

This book is not intended to provide an endless set of rules to be followed. Additionally, it will not answer every question about the MCTA/“Pocono Pony” brand. Instead, it offers a set of tools to help apply the spirit and principles that the MCTA/“Pocono Pony” brand offers.

The information presented is intended to maintain brand consistency, while retaining personal expression and creativity. It helps capture the value of positive, energetic MCTA/Pocono Pony perceptions and uses them as a platform from which to create forwardlooking cohesive messages. The focus is on the consistency of the MCTA/“Pocono Pony” brand — that is the relationship of MCTA/“Pocono Pony” with its constituencies on all levels.

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3.1

Expressing our values through actions

What are our principles?

Standards of Business Conduct MCTA employees treat each other and those with whom they do business in a professional manner.

MCTA strives to maintain accuracy when maintaining data, information, records and reports.

MCTA strives to assist employees in resolving problems in their areas of concerns.

Each employee is responsible and accountable for working safely as well as for the quality of their product or service.

MCTA employees are committed to a high quality of customer service.

As a matter of principle, we conduct our business as a company with integrity, as a concerned corporate citizen, and as a good neighbor in the communities in which we do business.

We require a conscious dedication to integrity by all MCTA employees and we will endeavor to provide MCTA employees with opportunities for personal achievement of our company’s goals.

We will deal honestly with those whose interest we affect and treat them respectfully.

We will forego any business opportunity that requires a violation of the law or these principles and we will undertake only those business activities that would withstand public ethical review.

We will refrain from any business related act if we are in doubt regarding its legality or ethical appropriateness.

We support open communications and exchange of ideas at all levels of the organization without fear of reprisal.

MCTA values and respects the privacy and diversity of employees.

Every employee is responsible for weighing the balance of cost, quality, volume, safety and other factors to make decisions that maintain and enhance the reputation and success of MCTA. MCTA values and respects all employee and business relationships; we expect honesty, fairness and ethical behavior in order to create effective and lasting relationships.

Confidential information regarding MCTA will not by shared by its employees or its clients.

MCTA employees will not share confidential information about their clients or employees to any unauthorized individual.

MCTA employees will honor laws and agreements including contracts, copyrights, patents, software, and other licenses.

MCTA employees will not abuse or misuse company equipment, materials or facilities.

We support the rights of all employees, citizens and businesses through our Equal Employment Opportunity Program, Title VI and Disadvantaged Business Enterprise Programs.

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4.1

Chapter 4 • Brand Elements Introducing the logo and message

Why was this design chosen?

The MCTA/“Pocono Pony” logo was initially established in 2005. Over the years, many variations of the logo emerged incorporating an array of colors and styles. In order to establish visual consistency, the logo to the right was selected as Monroe County Transit Authority’s primary organizational logo. The logo provides a clear connection between MCTA and the “Pocono Pony.” The pony image draws from the original design, but streamlines and simplifies the artwork. The horizontal format lends well to print and digital usage; the rich colors are utilized to reinforce a polished, professional look.

The secondary brand icons use “Pocono Pony” as a standalone component of the brand or pair the “Pocono Pony” text with the pony image from the main organizational logo. The colors depart from the main logo using a less “corporate-looking” and more engaging combination.

PMS 2935

PMS 347

The message to carry the brand forward is “Giddy Up & Go.” This theme dynamically promotes eight MCTA target markets: Work, Health, Study, Trips, Splash, Paddle, Bike, and Shop (Sample usage is shown in Appendix A-1).

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Chapter 5 • Organization Logo Establishing the main identity multi-element logo MCTA’s official organization logo offers four options: A two-color version and black version including the website url; or a two-color version and black version without the website url. The selected colors tested well with a majority of print and digital media. They are intended to reflect a clean and consistent approach with positive, professional and inviting attributes (Sample usage is shown in Appendix B-1).

Website tag included:

Without website tag:

Standard color pallet Consistent color reproduction is an important part of reinforcing the brand. All materials must use the full multi-element logo using the assigned colors or black. For single PMS color use, the black logo may be printed in PMS 349 (Green) or PMS 289 (Blue).

Green PMS 349 C 90, M 34, Y 100, K 27 Web Color 006633

Blue PM 289 C 100, M 64, Y 0, K 60 Web Color 003366

5.1

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5.2

Using the logo graphically

What are some guidelines for general use of the logo?

To continually maintain the integrity of the brand, consistent treatment of the logo should be maintained.

Clear Space: It is important for the logo to have clear space around it, separating it from other graphic elements. As shown in the diagram the logo should sit in an amount of clear space at a minimum of .25”. It is desirable to have more space if design and media allow.

X

X

X

X

X

X X

X

Type Proportion: The “M” in Monroe is 1/2 the size of the “P” in Pony.

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Logo Size: The logo is designed to accommodate reduction and enlargement. The best enlargement of the logo will be made from an EPS file format. The native EPS file contains vectors that will allow for smooth, quality enlargements.

EPS files also work best with reduction. However JPG, TIF and PNG files may be able to accommodate quality reduction in most cases. These files do not contain vectors, but vectors may not be necessary for all media. Optimized JPG or PNG files are recommended for digital/web use. PNG files accommodate transparent backgrounds.

The diagram below shows the size of the smallest reproduction recommended (2 inches).

Usage Tips For best reproduction use the following guidelines.

• Enlargements - use EPS file format • Websites - use optimized JPG or PNG file formats • For printing from personal printer (ink jet) - use JPG, TIF formats • For commercial printing - use TIF or EPS formats • For screen printing - use EPS format

total width 2”

Logo Proportion: The complete logo should always be used in correct proportion.

Unacceptable

Acceptable

5.3

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Backgrounds: If the logo can be seen clearly on a color, pattern or photo background, its use is acceptable. If the logo is diminished by using a pattern, color or photo background, the logo should appear as a reverse or in a white box with no rule around it. It should follow the clear space guidelines previously mentioned.

X

X

X

X

X

X X

X

Watermarks: The main organization logo should never be used as a watermark on any promotional materials, or documents. Background elements, or watermarks may be derived from standalone “Pocono Pony” text or secondary “Pocono Pony” logo. Please see section 6.3 for background element usage.

5.4

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6.1

Chapter 6 • “Pocono Pony” Logo Establishing the “Pocono Pony” logo MCTA’s secondary logo — Pocono Pony — offers two distinct formats. The “Pocono Pony” words in a standalone format and the “Pocono Pony” words combined with the pony image from the organization logo. The secondary logo offers an inviting blue and green that departs from the corporate look.

PMS 2935

PMS 347

C: 100, M: 65, Y: 2, K: 0

C: 98, M: 9, Y: 100, K: 1

Web: 005abb

Web: 009a49

100% Black

White (for use on dark backgrounds)

The standalone “Pocono Pony” words can be utilized in blue, green, black and white. The chart on the left outlines the color values for each format.

When the pony image accompanies the “Pocono Pony” words, the brand offers two-color, black, and white formats. In the 2-color format, the “Pocono Pony” words always appear in green; the pony image aways appears in blue. The black logo may be printed in one-color blue or green if necessary, but the two-color logo is preferred for brand consistency (Sample usage is shown in Appendix B-2).

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6.2

Using the “ Pocono Pony” logo graphically

What are some guidelines for general use of the “Pocono Pony” logo?

The same rules apply to secondary logos as the main organization logo. Consistent treatment of the logo should be maintained.

Clear Space: The logo should be from other graphic elements with clear space. As shown in the diagram the logo should sit in an amount of clear space at a minimum of .25”. It is desirable to have more space if design and media allow.

X

X

X

X

X

X X

X

X

X

X

X

X

X X

X

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Logo Size: The logo is designed to accommodate reduction and enlargement. The best enlargement of the logo will be made from an EPS file format. The native EPS file contains vectors that will allow for smooth, quality enlargements.

EPS files also work best with reduction. However JPG, TIF and PNG files may be able to accommodate quality reduction in most cases. These files do not contain vectors, but vectors may not be necessary for all media. Optimized JPG or PNG files are recommended for digital/web use. PNG files accommodate transparent backgrounds.

The diagram below shows the size of the smallest reproduction recommended (2 inches).

Usage Tips For best reproduction use the following guidelines.

total width 2”

• Enlargements - use EPS file format • Websites - use optimized JPG or PNG file formats • For printing from personal printer (ink jet) - use JPG, TIF formats • For commercial printing - use TIF or EPS formats • For screen printing - use EPS format

Logo Proportion: The complete logo should always be used in correct proportion.

Unacceptable

Acceptable

6.3

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7.1

Chapter 7 • Communications Materials Adding Typography

What

about fonts and type styling?

Whether in print, electronic or video media, the typeface is as important as other graphic elements. Choosing the right typeface is based on the need to create a distinctive voice.

Body Text: In general, MCTA and the “Pocono Pony” will use the Times New Roman as a standard body text font. The body text of communications materials should use standard kerning and tracking. Body text should generally appear in black or MCTA colors (PMS 289 or 349) for official documents and “Pocono Pony” colors (PMS 2935 or 347) for marketing/ promotional use. If Times is not available, use Garamond.

• Times for all body text.

• Standard kerning and tracking • Body text should not be condensed or e x t e n d e d • Body text should not be smaller than 10 point

Headlines: In general, MCTA “Pocono Pony” will use the Myriad or PT Sans font families as the standard headline fonts. The headlines of communications materials should generally use standard kerning. Condensed tracking should be avoided. Extended tracking may be used sparingly. Headlines should generally be in black or MCTA colors (PMS 289 or 349) for official documents and “Pocono Pony” colors (PMS 2935 or 347). If Myriad or PT Sans is not available, substitute Helvetica or Arial.

• Myriad or PT Sans or Arial or Helvetica families or all headlines • Standard kerning only

MCTA in Text: When Monroe County Transit Authority appears in body text or web content, the first usage should always include the complete name. Subsequent uses may use MCTA. In all instances the “M”, “C”, “T”, “A” should be capitalized.

In body text or web content using small caps is acceptable: POCONO PONY. Also, “Pocono Pony” may appear as standard text with the “P”s capitalized. The selected style should remain consistent throughout the document.

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Using color In creating communications materials MCTA colors (PMS 289 or 349) for official documents and “Pocono Pony” colors (PMS 2935 or 347) along with black will be the dominant colors. However, other highlight colors may be needed to enhance a layout.

The recommended highlight color is orange (PMS 1495), neon green (PMS 381). Below are some combinations that work well together, PMS colors are shown.

100% K

WHITE

PMS 381

PMS1495

100% K

WHITE

PMS 381

PMS1495

Web Color Equivalents: Color system equivalents are provided for MCTA on page 5.1 of this guide. “Pocono Pony” color system equivalent are provided on page 6.1.

Companion Color Equivalents: PMS 1495 equivalents:

CMYK: C0, M52, Y86, K0 Web color: ff9933

PMS 381 equivalents:

CMYK: C26, M0, Y100, K0 Web color: c9dd0a

7.2

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7.3

URL Logos MCTA “Pocono Pony” offers a variety of programs to meet the needs of riders. Each of these carries the brand name and reinforces the brand in the marketplace. Likewise the website URL is an asset to reinforce the brand.

The MCTA URL should appear as: GoMCTA.com The www which was necessary in the past, is no longer required for the website address.

Further, “G” in Go should be capitalize to establish the word Go. The “M”, “C”, “T”, “A” should be capitals to remain consistent with brand usage. The URL should generally appear in MCTA colors (PMS 289 or 349) for official documents and “Pocono Pony” colors (PMS 2935 or 347). The font for standalone use is the Myriad family (or Arial or Helvetica families if Myriad is unavailable).

GoMCTA.com GoMCTA.com GoMCTA.com GoMCTA.com GoMCTA.com

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Chapter 8 • Protecting Assets Assets are original written work, layouts or designs

What is protected under copyright laws?

MCTA should place the copyright symbol on any original piece of work created for the organization. The normal format would be to include alongside the copyright symbol the year of first publication and the name of the copyright holder, however there are no particular legal requirements regarding this. MCTA style for copyright is: © 2017 Monroe County Transit Authority

Keeping Track of Assets

How do we organize assets (layout and

content) so we know when they were created and how to find them easily?

The most efficient way to keep track of assets is to incorporate naming conventions into file names and save creative and content files in an accessible location.

In the example on the right for the Where’s My Bus piece for the App promotion, the naming convention includes the year, month, two- or three-letter campaign abbreviation, piece name.

1711AP-WheresMyBusCard.(file

type – ex: doc, jpg)

In addition, each layout, promotional piece or should include a easy to reference code.

The code on a layout would follow the copyright information. © 2017 Monroe County Transit Authority 1711AP

8.1

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A.1

Appendix A• Giddy Up & Go The MCTA and “Pocono Pony” message

Sample usage for identified marketing targets:

Wo rkk Wo GoMCT TA.com

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B.1

Appendix B • Use Cases Putting it all together

So What? Now that the pieces are in place, what’s next?

To increase awareness and begin to develop unified and consistent brand messaging the following use cases have been crafted to illustrate real-world brand usage. These examples generally fall into two categories: MCTA official documentation and agency promotion.

Official Agency Documentation:

The MCTA letterhead and standard business envelope are examples of correct logo/brand usage. The icons are in correct proportion and are rendered in the official document colors.

The “Tripper” brochure is an example of official documentation because the “Tripper” program is presented in conjunction with outside organizations. Additionally, official funding source information is included.

The logo/icon style are correct for the piece.

The URL, however, is rendered improperly.

GoMCTA.com

The brochure should have a document code with appropriate naming convention.

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B.2

Agency Promotion: The prototype for the “Where’s My Bus?” App promotion follows correct brand standards.

It is solely a local promotion not related to other organizations. The URL would be included as one of the ways to get real-time information, so additional usage is omitted. The code and naming convention are correct.

The banner for the West End Fair promotion follows correct brand standards. It is a local promotion not in conjuction with other organizations. The URL appears in the correct format and colors. The Pocono Pony text logo appears in the correct proportion and in white for optimal viewing on a dark background.

Following is an integraphic which provides an overview of the appropriate logo styles for various situations. Although the illustration is not comprehensive, it categorizes usage for official documentation and agency promotion. It also highlight areas where logo icons maybe used in concert (ex: website).

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MCTA/Pocono Pony Logo usage guide

E Mail

Uniforms

staff acounts Ex: Signatures

official apparel Ex: Drivers

External Correspondence

Inter-Agency Collateral

with an official voice Ex: Official Letters

created outside of MCTA Ex: Park Service brochure

Agency Documentation with an official voice Ex: Regulatory, Safety, Compliance

Program Offerings with a marketing voice and official requirements Ex: Trippers, Daycare Program

with an official voice Ex: Contracts, Proposals

with an official voice Ex: HR, Directives, Policies, Training

Website with a marketing /info voice Ex: Header official/event page promotional

Social Media Local External Correspondence

Vendor Communications

Internal Correspondence

with engaging voice Ex: Facebook, Twitter

with a promotional voice Ex: Invitation

Alerts with an informational voice Ex: Route Info, Emergency Announcements

Annual Report with an informational voice Accomplishment & Analysis emphasis with official logo

with official information Ex: Fixed Route Time Tables

Apps with a marketing voice Information emphasis with official logo on landing pages

Vehicle Graphics paint and decals Ex: Bus Graphics

MCTA Event/Publicity MCTA-specific promotion Ex: Banners, Ads Signs, Games

Promotional Items

Internal Correspondence with a team building voice Ex: Holiday Party Announcement

Bus Schedules

Billboards with a marketing voice Ex: Giddy Up & Go message

Wayfinding Signs with an informational voice Ex: NCC signs

giveaways and prizes Ex: Pens, Totes, T-shirts

B.3