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Your Seattle.

STYLE GUIDE


TABLE OF CONTENTS


04

WHO WE ARE

06

Our Character

07

Our History

08

Our Promise

09

Our Positioning

10

BRAND GUIDELINES

12

Logo

18

Color

22

Graphic Elements

28

Typography

30

Illustration

32

Photography

34

BRAND EXPRESSION

36

Tickets

37

Vehicles

38

Uniforms

39

Maps

40

Ads

42

Website

44

Environmental Graphics


WHO WE ARE


Sound Transit believes in providing dependable and efficient means of transportation that will meet the travel needs of commuters in our ever changing region. As a stress-free alternative to driving, we want to make this an enjoyable experience with accessible and frequent services to all the residents of Puget Sound. On delivering a reliable network of rail and bus connections independent of traffic, Sound Transit wants grow alongside the community that we serve.

WHO WE ARE

5


BRAND CHARACTER

DEPENDABLE INCLUSIVE PERSONABLE

6

WHO WE ARE


BRAND HISTORY In 1996, the plans for Sound Transit, which included the Commuter Rail, Light Rail, and Bus System, was approved The Sound Transit Express Bus was complete in 1998 with 26 routes established by 2015. The Commuter Rail line between Tacoma and Seattle was completed in 2000 and the line between Seattle and Everett in 2003. The Link Light Rail, which runs between downtown Seattle and SEA-TAC, was completed in 2009; there are plans for expansion through West Seattle, Northgate, Everett, and more through 2023 that will connect the expanding communities of Puget Sound.

WHO WE ARE

7


BRAND PROMISE Community is essential to the well-being of a growing city. As a reliable and stress-free option independent of traffic, we aim to be the link between the different communities that we serve. At the end of the day we’re just people supporting people.

8

WHO WE ARE


BRAND POSITIONING For the Puget Sound traveler, Sound Transit is a public transit service offering a reliable and accessible means of transportation at an affordable price to meet the needs of our rapidly growing region.

WHO WE ARE

9


BRAND GUIDELINES


The guidelines that follow are meant to show you how we wish to present ourselves as a company. They are the physical form of the core values and beliefs that we outlined in the previous section. If what we’ve talked about before is the heart and soul of our company, this section is about our face, and we sincerely hope to make it one of a good and true friend — one with a ready smile and laugh lines, with a gaze that’s expressive and attentive and steady.

BRAND GUIDELINES

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LOGO The Sound Transit Logo is the signature identifier of the brand. It is a combination mark that expresses a dependable, personable, and inclusive brand through the use of color, italics, the rounded word mark, and circular shapes within the logo. With Sound Transit being so integrated into the Puget Sound Region and having such a wide audience, this combination mark gives a more approachable feel while touching on the history of the company. The smallest side of the logo should never be smaller than 1 inch or 175 px for web. The logo should never be altered in a way outside of the brand guide to keep a consistent brand identity and should be present on all brand materials and assets as an identifier of brand presence.

≥ 1 in or 175 px

Horizontal | Primary

≥ 1 in or 175 px Vertical | Secondary

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BRAND GUIDELINES

≥ 1 in or 175 px Simplified | Secondary


LOGO CLEARSPACE The clearspace of the horizontal and vertical versions of the logo should be the cap height of the uppercase S in the wordmark. The clearspace of the simplified version of the logo should be the height of either the top or bottom section of the that logo. Clearspace should be absent of any additional graphics, text, or patterns.

Horizontal | Primary

Vertical | Secondary

Simplified | Secondary

BRAND GUIDELINES

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LOGO COLORS To maintain legibility, the logo should have high contrast with its background. Ideally, the logo should be depicted in our darkest blue, but the logo can also be used in white on certain background colors of the brand.

14

BRAND GUIDELINES


#efeaa7

#253370

#86d1d6

#2abec4

#bad3e8

#ed5528

BRAND GUIDELINES

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LOGO RESTRICTIONS

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DON’T add a stroke.

DON’T use on a background with low contrast.

DON’T rearrange elements.

DON’T squash or stretch.

DON’T tilt.

DON’T mix colors.

BRAND GUIDELINES


LOGO SUB BRANDS Since Sound Transit encompasses multiple branches of transportation, each branch has its own logo that should be used on the appropriate graphic applications. These branch logos have the same rules and limitations as Sound Transit’s main logo.

Sounder Commuter Rail

Link Light Rail

Express Bus

BRAND GUIDELINES

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COLOR Seattle’s traditional pairing of teal and blue feature prominently in our color palette. We are, after all, proudly representing the Seattle region, and the colors, like the tranquil waters that surround us, evoke a sense of calm and trust that every rider can expect. An energetic orange and warm yellow complement our cool primary colors with their vibrant glow, a celebration of the sunny days that we’re always so grateful for here in Seattle and a testament to the vibrancy of the community we serve.

PRIMARY

18

BRAND GUIDELINES

SECONDARY


BASIC

G

B

C

M

Y

K

#ed5528

237 85

40

1

82 96

0

2-1-3C

#fdce07

243 227 96

6

5

75

0

100-1-3C

#069699

41

190 197

69

0

26

0

70-2-4C

#386fb5

56

111

82 56

1

0

160-1-2C

#98989b

152 152 155

Pantone

Hex

19-1-3C

R

181

43 35 34

1

BRAND GUIDELINES

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COLOR

LIGHT

Lighter and darker shads of the basic brand colors are provided to create contrast when using patterns and overlaying with text.

20

BRAND GUIDELINES

Pantone

Hex

19-1-1C

#f5b095

2-1-1C

R

G

B

C

M

Y

K

246 177 149

1

36 38

0

#efeaa7

239 235 167

7

2

42

0

100-1-1C

#86d1d6

134 209 214

45

0

17

0

76-1-1C

#bad3e8

187 211 233

25

9

2

0

70-2-2C

#85a8d6

134 169 214

47 25

1

0

160-1-1C

#c1c1c1

194 193 194

24 19

19

0


DARK

G

B

C

M

Y

K

#ed5528

237 85

40

1

82 96

0

2-1-6C

#fdce07

243 227 96

6

5

75

0

100-1-7C

#069699

41

190 197

69

0

26

0

70-2-5C

#386fb5

56

111

82 56

1

0

70-2-7C

#253370

152 152 155

43 35 34

160-1-4C

#626369

99

99 105

62 54 47 20

160-1-7C

#2a2a2f

42

43

73 67 59 63

Pantone

Hex

19-1-5C

R

181

47

1

BRAND GUIDELINES

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GRAPHIC ELEMENTS PATTERNS Our patterns provide texture to our brand, representing the diversity of the remarkable community we serve. The patterns themselves are orderly and systematic with a medium line weight, giving a feeling of stability without seeming very heavy. The rough texture of the lines brings the patterns to life, adding charm with their inexact rendering.

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BRAND GUIDELINES


DO place a pattern over a color field of the same hue.

DO offset a pattern from a color block of the same color.

DO place a color block over a pattern, but use this effect sparingly.

Your Seattle.

DON’T place a pattern over a color field without an roughened border.

DON’T place type on top of a pattern.

DON’T place a pattern over a field of a different color.

BRAND GUIDELINES

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GRAPHIC ELEMENTS MAP The usage of a simple map element represents the vibrant Seattle landscape that Sound Transit helps riders discover and traverse. These map elements would be simple shapes that roughly follow a grid and are separated with white lines. While about 60% of the map will be grey, patches of it should be a brand color, symbolically highlighting sections of the city that a rider might interact with most and attribute the most meaning to. One section in this patch would be patterned.

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BRAND GUIDELINES


DON’T make the map overly complicated.

DON’T use pattern on adjoining blocks.

Your Seattle.

DON’T let text overlap over borders or patterns on a map.

DON’T group many different colors on a map together.

BRAND GUIDELINES

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GRAPHIC ELEMENTS CURVES Our brand utilizes big, bold, round, geometric curves. These elements are reminiscent of the simple curves of our logo, that are soft but also stable and predictable.

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BRAND GUIDELINES


DO use a curve against a plain colored background.

DON’T place a pattern directly on a curve.

DON’T overlay solid colored curves.

DO offset a patterned curve off of a plain curve.

DON’T use a patterned curve on a curve of a different hue.

DON’T only use a patterned curve.

DO use a curve against a patterned background.

DON’T use a curve overlayed with an offset patterned curve over a complicated background.

BRAND GUIDELINES

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TYPOGRAPHY Our primary typefaces are Rubik and Lato. Both typefaces are suitable for both print and web applications. Rubik is used primarily for signage and headlines. The recommended weight is medium, though it may be paired with lighter weights for contrast. Headlines are frequently styled with all uppercase letters and are tracked out slightly. Lato is used for body copy and captions.

Rubik

Rubik Light Rubik Light Italic Rubik Regular Rubik Regular Italic Rubik Medium Rubik Medium Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789

Lato

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789

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BRAND GUIDELINES


TONE OF VOICE We aim to put travelers at ease; after all, commuting can be tiresome enough as it is, and we’d never want to add to anyone’s troubles. The tone we set should be lively and bright, a friend who’s readily available for a laugh or as a shoulder to lean on.

Over traffic? Get under it instead. When traffic gets busy, get bus-y. Driving in the rain is hard. Riding on the train is not hard. We’ll let you take it from here.

BRAND GUIDELINES

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ILLUSTRATION Illustrations should use simple shapes and geometric curves.

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BRAND GUIDELINES


BRAND GUIDELINES

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PHOTOGRAPHY Our imagery should capture moments of joy. It should be straightforward, honest, and intimate, showcasing our deep investment in our community and the people in it. Compositions will be simple, with a central focal point that is well-lit and has high contrast against a neutral background. People that are photographed are happy and aware of the camera. Imagery should always be full color. Images may incorporate other brand elements; these elements may interact with objects within the composition.

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BRAND GUIDELINES


BRAND GUIDELINES

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BRAND EXPRESSION


So now you know what our values are and you’ve gotten to know our brand. Let us show you how our personality shines in the world. Seattle is at your fingertips, and we’ll show you how to make it yours.

BRAND EXPRESSION

35


UNIFORMS

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BRAND EXPRESSION


MAPS

A new Seattle. Make it yours.

Everett

Everett SR 526/Evergreen

SW Everett Industrial Center SR 99/Airport Rd

Mariner

Ash Way

West Alderwood Lynnwood City Center

Mountlake Terrace

Shoreline North/185th

Shoreline South/145th

NE 130th

Redmond

Northgate

Interbay Smith Cove

The Link Light Rail is coming to you.

Downtown Redmond

Roosevelt

Ballard

Seattle Center South Lake Union

U District SE Redmond

South Kirkland

University of Washington Capitol Hill

Redmond Technology Center

Wilburton

Overlake Village Bel-Red/130th

Westlake

Everett—Seattle—West Seattle

Pioneer Square

International District

Redmond—Seattle—Lynnwood

Judkins Park

Seattle

Ballard—Seattle—Tacoma Tacoma Dome—Tacoma Community College

Alaska Junction

Downtown Bellevue

University Street

Midtown

Mercer Island

Eastgate

Lakemont Mount Baker Columbia City

Issaquah—Bellevue—South Kirkland

Bellevue

Richards Rd South Bellevue

Stadium SODO Beacon Hill

Avalon Delridge

Spring District/120th East Main

Issaquah

S Graham St Othello Ranier Beach S Boeing Access Rd

International Blvd

SeaTac/Airport

Angle Lake

Kent/DesMoines

Tacoma

S 272nd

Federal Way

South Federal Way

With love,

Tacoma Dome Tacoma Community College

East Tacoma

Fife

BRAND EXPRESSION

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ENVIRONMENTAL GRAPHICS Wayfinding signage will utilize largely white or grey backgrounds, with pops of color and pattern that may overlap with and extrude from the edges of the signs. Each Link light rail station will have long lines (with their color corresponding to the color of the light rail line) plastered on the ground to help travelers navigate the station and find their departure zones.

Everett Station

B

5 min 15 min

Lynnwood Station

A

12 min 26 min

North Ballard Station

D

The map motif will play a large role in any Sound Transit wall graphics.

University of Washington Station

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BRAND EXPRESSION

4:05 PM

15 min 42 min

International District Station


BL

ine A L i

n e

A Line

B A

L

n i

e

e Lin A L n i e B

BL

e

i ne

n i

L

A Line

A Line B

B Line

e

Lin

e n

i L B

e

B Line

B Line

A Line

A Line

n

i L A

BRAND EXPRESSION

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Sound Transit Style Guide  
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