SuperShuttle Brand Manual

VERSION 1.0

A guideline for the usage and reproduction of SuperShuttle Inc. and brand logo, identity system,

2018

applications, and multimedia.

Brand Identity Manual

SuperShuttle Brand Guidelines

Version 1.0 2018

From the President

SuperShuttle offers airport shuttle service in 48 cities across the world. SuperShuttle has become a household name for airport transportation. AirportShuttles.com has been offering online SuperShuttle reservations for over 12 years. We’ve had thousands of satisfied customers compliment their courteous drivers and on time pick up and drop off service over the years. Taking a shared ride shuttle with SuperShuttle can save you money without sacrificing service. In many cases SuperShuttle will cost you less than taking a taxi, a private car or a limousine.

SuperShuttle has strived to embrace core values that promote safe and punctual shuttles, friendly and professional services and innovative, efficient operations. These core values not only apply to our shuttle services, but to every touchpoint in which a customer comes in contact.

All of us in the SuperShuttle family share a deep pride in our company and its services. We can and should communicate that pride with every contact we make ny using printed and digital materials that appropriately reflect our image. A consistent visual message on printed and electronic materials helps us establish the cohesive identity that is presented to the public.

You play a vital role in conveying the company’s image. We appreciate your cooperation and assistance in helping us continue the process toward a consistent and coordinated public identity. A unified image has increasing importance to continuing our growth.

Sincerely,

Brian Wier SuperShuttle Chairman

SuperShuttle Brand Guidelines

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Our Brand

ABOUT

SuperShuttle has been providing airport transportation for over 30 years!

This creates many memories for the blue shuttle service and for passengers.

Throughout the years, SuperShuttle has grown worldwide in airport transportation. From airline partnerships to an online presence, and SuperShuttle has developed different ways to reach customers and provide them the highest quality of service. SuperShuttle can be a memorable part of your journey and we wanted to let you know our memories. Thank you for traveling with us!

At SuperShuttle our brand identity embodies who we are and what we stand for as a company. It shapes the products and services we offer and the value we deliver to millions of people around the world.

The following guidelines contain the elements required for expressing our brand and sparking curiosity in everyone and everywhere. Upholding these guidelines with consistency will foster recognition and trust in SuperShuttle.

By communicating with a brand voice that is bold and uniquely ours, we delight customers, create advocates, attract new audiences, extend our competitive advantage in the marketplace.

/4

BRAND VISION

States where we are going as a company and what we want to be:

The most trusted and highest quality of service airport transportation company in the world, SuperShuttle is a leader in airport transportation.

BRAND STANCE

The single idea we want to own in our customers’ minds:

SuperShuttle = Airport rides made simple

BRAND ATTRIBUTES

The characteristics we want associated with SuperShuttle. We are proud to offer service to all customers and we know that these are all characteristics that they believe are important and that could value our audiences.

Reliable Effortless Simple Convenient

SuperShuttle Brand Guidelines

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Brand Experience

The SuperShuttle brand experience defines our customers’ interaction with our company, its services, people, and communications. When our customers interact with SuperShuttle we want their experience to be:

Effortless

Reliable

The experience should make customer’s life easier through its straightforward, friendly approach.

The experience should have additional customer appeal, through higher quality, faster service, lower support cost.

Exceptional

Convenient

The experience should delight our customers by providing unrivaled quality that exceeds their expectations.

The experience should have versatile transportation solutions to fit every situation and budget, be able to book from any device.

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Our Customer

No matter our customer travel needs, SuperShuttle has versatile transportation solutions to fit every situation and budget! Groups large and small, families, and business travelers – we make airport rides easy for all customers!

“I’d definitely recommend taking SuperShuttle if you need to get to the airport alone. Fast, convenient, and safe!”

“We brought our car seat for our toddler and the driver was very patient while we put the car seat into the shuttle.”

Karen T.

Shayna R.

SuperShuttle Brand Guidelines

“The advantage of SuperShuttle is the technology –check in, van number, and text messages.”

Rob G.

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Contents

SECTION 1

1.0

Identity System

SECTION 2

2.0

Graphic System

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1.1

Logo Overview

12

1.2

Configuration

13

1.3

Clear Space

14

1.4

Sizing Limit

15

1.5

Color Palette

16

1.6

Color Usage

17

1.7

Incorrect Usage

18

2.1

Typography

22

2.2

Hierachy

24

2.3

Photography

26

2.4

Style Choices

28

2.5

Element

30

2.6

Element Usage

31

2.7

Background

32

2.8

Background Usage

33

SECTION 3

3.0

Application System

SuperShuttle Brand Guidelines

3.1

Stationery System

36

3.2

Business Card

38

3.3

Letterhead

39

3.4

Envelope

40

3.5

Mailing Label

41

3.6

Vehicle Exterior

42

3.7

Vehicle Interior

44

3.8

Keychain

45

3.9

Staff ID

46

3.10

Uniforms

47

3.11

Water Bottle

48

3.12

Tissue

49

3.13

Luggage Tag

50

3.14

Coffee Cup

51

3.15

Website

52

3.16

Mobile App

53

3.17

Building signage

54

3.18

Merchandise

55

3.19

Brochure

56

3.20

Billboard

57

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SECTION 1

1.0

Identity System

SuperShuttle Brand Guidelines

1.0 Identity System

1.1

Logo Overview

12

1.2

Configuration

13

1.3

Clear Space

14

1.4

Sizing Limit

15

1.5

Color Palette

16

1.6

Color Usage

17

1.7

Incorrect Usage

18

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1.1 Logo Overview SUPERSHUTTLE BRAND IDENTITY SYSTEM

The SuperShuttle logo should work across all media.

The style you choose will depend on the environment in which the logo appears. To ensure the expression of the logo is right for its context, we’ve created a system that includes PANTONEŽ color, and an extended palette of solid colors as well as reversed

Preferred Edition The SuperShuttle logo is the cornerstone of our brand and symbolizes the integrity of our company and services. It should be used and displayed correctly and consistently.

Previous Edition The logo is the single visible representation of company.

It is used to identify our employees, communications, products, and facilities. Used effectively, our logo will help build greater awareness and understanding of company.

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logo treatments. So whether the SuperShuttle logo appears on packaging, the Web, TV, in print, on screen, or on a product, you have near infinite design flexibility to adapt the logo to its appropriate design context.

1.2 Configuration WHICH VERSION?

For all sites and properties, CRM, and secondary mentions, the symbol can be used itself as a mobile icon, otherwise it can not be used without the logotype. In most instances, the horizontal logo lockup is preferred. It is OK to use the vertical logo lockup in certain co-branding situations.

Horizontal Version / Preferred On the most occasions, prefer to use this vertical lockup.

Vertical Version / Accepted On very rare occasions, when limited by space, use this vertical lockup.

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1.3 Clear Space LOGO CLEAR SPACE

DETERMINATION

There must always be sufficient space surrounding the logo to avoid competition from other visual elements and to maintain its visual impact.

The area of isolation represents the minimum clear space that mustbe provided at all times. This are is determined by the cap height (X) and x-height (Y) of the letter forms in the SuperShuttle logo and is proportional, regardless of logo size.

Horizontal Version / Preferred The area of isolation represents the minimum clear space that mustbe provided at all times. This are is determined by the cap height (X) in the SuperShuttle logo and is proportional and regardless of logo size.

X

X

X

X

Vertical Version / Accepted The area of isolation represents the minimum clear space that mustbe provided at all times. This are is determined by the cap height (X) in the SuperShuttle logo and is proportional and regardless of logo size.

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X

X

X

X

1.4 Sizing Limit WHICH VERSION?

The standard and minimum logo sizes described below help to ensure the logo reproduces with the optimal legibility.

Maximum Size The maximum logo size relates to print material and can be larger depending on application.

Minimum Size To ensure that the logo is sharp and recognizable, it must be reproduced with a minimum width. The symbol will not reproduce legibly when the logotype at any size smaller than 1 1/5”.

The symbol can be used itself as a mobile icon. The width of the symbol can not smaller than 1/5”.

SuperShuttle Brand Guidelines

1 1/5”

1.0 Identity System

1 1/5”

1/5”

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1.5 Color Palette COLOR PALETTE

When it comes to communication the SuperShuttle brand, color is quintessential. The following color groupings show how SuperShuttle color Palette can be built to remain harmonious. Working from these grouping will yield rich results that marry well with SuperShuttle’s visual language.

Primary Color Color is a powerful component of the SuperShuttle identity system. We have carefully chosen its color palette to create a cohesive identity for all of brand communications.

The primary color palette consists of brand significant blue and sky blue.

PMS HEX CMYK RGB

2132C 2D558E 91% 73% 18% 4% 45 85 142

PMS HEX CMYK RGB

137C FBAA19 0% 38% 100% 4% 251 170 25

PMS HEX CMYK RGB

BLUE 0821C 68BEDE 55% 7% 7% 0% 104 190 222

Secondary Color Color is a powerful component of the SuperShuttle identity system. We have carefully chosen its color palette to create a cohesive identity for all of brand communications.

The secondary color palette consists of SuperShuttle yellow, muted blue, gray.

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PMS 545C HEX C0D7E6 CMYK 24% 7% 5% 0% RGB 192 215 230

PMS HEX CMYK RGB

7545C 586775 24% 7% 0% 65% 188 103 117

1.6 Color Usage COLOR COMBINATION

We strongly prefer to use either the SuperShuttle Blue PMS 0821C on the symbol and PMS 2132C on the logotype or Blue PMS 0821C on the symbol and white logotype. The combination relates to background color and can be depending on application. Please note that these examples are intended only to illustrate color

combinations and are not meant to imply that the logo should be boxed. When a co-branding situation requires it, the logo can be placed on a third- party color. Use either the black or white logo, for maximum contrast.

Prefered Color Usage The SuperShuttle logo should work across all media. The style you choose will depend on the environment in which the logo appears. To ensure the expression of the logo is right for its context, the system that includes solid colors and reversed logo treatments.

Acceptable Color Usage On very rare occasions, when limited by the background, use these color combinations.

Black & White Color Usage The SuperShuttle logo should work across all media. The style you choose will depend on the environment in which the logo appears. The logo should work well on black and white too.

SuperShuttle Brand Guidelines

1.0 Identity System

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1.7 Incorrect Usage UNACCEPTABLE USAGE

Inconsistent use of the SuperShuttle logo detracts from our brand equity and recognition. Altering or recreating the SuperShuttle logo in any way negates the consistency we strive to achieve. The examples below illustrate incorrect uses of SuperShuttle logo.

Never to Do 1. Do not condense the logo.

1

2.

3.

4.

5.

6.

7.

8.

2. Do not extend the logo.

3. Do not change the scale of the symbol or logotype to any size.

4. Do not outline the logo.

5. Do not change the orientation of the brand identity elements.

6. Do not rotate the logo to any degree.

7. Do not switch the color.

8. Do not change the original logo lock-up.

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UNACCEPTABLE USAGE

(Continued)

Never to Do 9. Do not use opacity on the logo.

9.

10.

11.

12.

13.

14.

15.

16.

10. Do not extend the logo.

11. Do not add graphic elements to the logo.

12. Do not apply a gradient or split fountain on the logo.

13. Do not create a photo or texture mask with the logo.

14. Do not apply drop shadows or other effects to the logo.

15. Do not use the logo as pattern.

16. Do not use the logo on a complicated background.

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1.0 Identity System

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SECTION 2

2.0

Graphic System

SuperShuttle Brand Guidelines

2.0 Graphic System

2.1

Typography

22

2.2

Hierachy

24

2.3

Photography

26

2.4

Style Choices

28

2.5

Element

30

2.6

Element Usage

31

2.7

Background

32

2.8

Background Usage

33

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2.1 Typography TYPOGRAPHY OVERVIEW

To help you communicate quicky and simply without distracting from your message, we've created a systematic approach to SuperShuttle typography using Sofia Pro as our primary typeface and Alda OT CEV as our secondary typeface.

Primary Typeface Our primary typeface is Sofia Pro. As a primary typeface, it is important that most SuperShuttle communications use Sofia Pro. The default weight to use is Sofia Pro Regular. In cases where legibility is an issue, use Sofia Pro Medium. The weight of headings, subheads, and captions to use are Sofia Pro Bold and Semi Bold.

Sofia Pro Regular

Aa

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890

Sofia Pro Medium

Aa

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890

Sofia Pro Semi Bold

Aa

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890

Sofia Pro Bold

Aa / 22

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890

TYPOGRAPHY OVERVIEW

(Continued)

Secondary Typeface Our psecondary typeface is Alda OT CEV. As secondary typeface, it used in formal document, such as letterhead, powerpoint, and so on.

Alda OT CEV Regular

Aa

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890

Alda OT CEV Regular Italic

Aa

SuperShuttle Brand Guidelines

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwx yz 1234567890

2.0 Graphic System

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2.2 Hierarchy TYPE SETTING

The general rule for typographic hierarchy is to use Sofia Pro Bold for large headlines, to maintain a lightweight, technological feel. Ideally, headlines are about three to four times the size of body copy.

Sofia Pro Semi Bold, used in small blocks for subheads, adds contrast and emphasis. Ideally,

subheads are about two times the size of body copy, tracked to -5, with a leading of +30 percent.

Body copy can be either Sofia Pro Regular or Medium, depending on the amount, size of copy, and the background.

Multi-Level Setting 1. Display Headline: Sofia

1.

Pro Bold; Tracking is -10.

2. Subhead: Sofia Pro Semi Bold; Tracking is -5, Leading is +30 percent.

3. Body Text: This is body copy in 10pt Sofia Pro Regular set with -5 tracking and +30 percent leading.

Airport rides made simple 2.

SuperShuttle is a leader in airport transportation.

3.

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Phasellus tempor porttitor nisl uts faucibus. Fusce nisi lectus, fringilla vitae sem mattis, accumsan pharetra lorem. Duis metus neque, maximus augue imperdiet, convallis cursus libero. Cras sed lectus ut nisi sodales viverra. Nulla facilisi. Nunc urna tortor, rutrum non unvelit eget, sodales rhoncus ipsum.

Quisque ultricies orci nisl, viverra accumsan mauris volutpat et. Fusce vel pretium neque. Donec vitae gravida purus. Phasellus quam vitae massa sodales molestie et vitae risus. Praesent auctor turpis eu tortor porttitor interdum et et neque.

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TYPE SETTING

(Continued) A column width should be about 45–55 characters wide, and columns of text should have a gutter of two to three “n” spaces.

Using the relationships described here will ensure a consistent look, regardless of size.

Same-Level Setting This is body copy in 10pt Sofia Pro Bold and Regular set with -5 tracking and +30 percent leading.

Friendly Lorem ipsum dolor sit amet, consectetur adipiscing elit. Phasellus tempor porttitor nisl uts faucibus. Fusce nisi lectus, fringilla vitae sem mattis, accumsan pharetra lorem. Duis metus neque, maximus augue imperdiet, convallis cursus libero. Cras sed lectus ut nisi sodales viverra. Nulla facilisi. Nunc urna tortor, rutrum non unvelit eget, sodales rhoncus ipsum.

Quisque ultricies orci nisl, viverra accumsan mauris volutpat et. Fusce vel pretium neque. Donec vitae gravida purus. Phasellus quam vitae massa sodales molestie et vitae risus. Praesent auctor turpis eu tortor porttitor interdum et et neque.

Same-Level in one line This is body copy in 18pt Sofia Pro Bold and Regular set with -5 tracking and +30 percent leading.

SuperShuttle Brand Guidelines

SuperShuttle is a leader in airport transportation.

2.0 Graphic System

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2.3 Photography PHOTOGRAPHY OVERVIEW

Photography is one of our most widely used and influential brand assets. High quality photos are critical to creating a genuine and authentic SuperShuttle communication. SuperShuttle photography is divided into two categories, Protrait and object. Photographs from each of category work together to tell a story.

Protrait Portraiture possesses an intimate quality. Whether portraitures or photo journalistic shots of people, there is a striking trait they share in common. Each embodies the person or people depicted, express genuine emotion. The portrait photography used should be direct and powerful. It should create a connection to the subject matter and be strong enough to stand alone.

The portrait imagery is the hero image. SuperShuttle is passenger focused, their stories are the heart and soul of our company

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When combined the imagery expresses the passenger to destination relationship and experience SuperShuttle offers.

PHOTOGRAPHY OVERVIEW

(Continued)

Object The imagery of the object alludes to the variety of destinations our passengers arrive at. This imagery also includes the arrow, road, deriction that help to explain the meaning behind the new identity.

The imagery can include architecture, floral, road sign, way finding, environment of urban city and airport, and any perspective.

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2.0 Graphic System

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2.4 Style Choices PHOTOGRAPHY STYLE

Apicture is worth a thousand words. SuperShuttle imagery should depict real people inreal sutuations in real environments. Never contrived, trite, or cliched, SuperShuttle imagery embodies a photo-journalistic eye to capture pure moments in the lives of the passenger, and their destination.

Authenticity and Natural Light When possible, capture people with genuine expressions. Authenticity is important and can be achieved by using as much natural light as possible.

Avoid candid photography.

Genuine emotion will be more impactful to our audience.

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PHOTOGRAPHY OVERVIEW

(Continued)

Depth of Field Depth of field simulates natural vision. It helps the viewer focus on an object or person and creates a more intimate and realistic image. Depth of field draws the viewer’s focus to a very specific point in the photo.

SuperShuttle Brand Guidelines

2.0 Graphic System

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2.5 Element EXPRESSIVE ELEMENT

Activating the expressive elements within the SuperShuttle logo brings heightened graphic energies to the SuperShuttle brand. Whether you use, combine, or integrate those elemengs, you can communicate a wide range of visually dynamic qualities. Loud or soft, each expression is applicable across every aspect.

Yellow Bar The yellow give a friendly message to our passenger.

Diagonal Stripe The diagonal stripe give a simple, fast, and convinient feeling to our passenger. We believe that SuperShuttle is the better way and the safe way.

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2.6 Element Usage APPLY THE ELEMENTS TO THE SYSTEM

Using the expressive elements on top of the your imagery. It helps to create varity to the SuperShuttle system. By using solid color element and 50 percent opacity element to give depth and build communication between each graphic expression.

Yellow Bar Usage Use the solid yellow bar on the bottom and on top of your working area. It is 100 percent opacity PMS 2132C.

Diagonal Stripe Usage You are able to apply the diagonal stripe on top of photography. Only allow to use exactly 45° degree diagonal stripe and set in 50 percent opacity, color PMS 545C.

SuperShuttle Brand Guidelines

2.0 Graphic System

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2.7 Background EXPRESSIVE BACKGROUND

To infuse backgrounds, photos, graphics, and interfaces with energy and motion, we’ve provided the current palette of textures. Use these elements in backgrounds, embedded as part of your artwork, or infused in photographs, video, or motion graphics to make your communication even more active and to

Logo Reference Pattern Background Simply connecting the symbol. (see the rule of combination on page 32) 1&2. Use solid PMS BLUE 0821C (PMS 2132C) as a background, and apply a logo reference pattern with 30 percent (50 percent) pure black color overlay on top.

3. Use solid PMS 2132C as a background, and apply a logo reference pattern with 30 percent pure white color overlay on top.

Photography Background In order to create obvious content on top of the photography. You should to add a 30 percent pure black color layer on top of the photo.

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1.

lend a tactile quality to your work. The current palette of textures is designed to evolve; over time we’ll be adding more backgrounds to our library of textures. You have two options to do the background.

One is logo reference pattern, and another one is to use photography.

2.

3.

2.8 Background Usage BACKGROUND CONFIGURATION & COMBINATION

Using a dynamic backdrop for type and graphics effectively create movement, atmosphoere and mood.

Corporate a color overlay into photography will create depth and emotional power.

Logo Reference Pattern Background Usage

1.

2.

3.

To ensure that the contents on top of the pattern are sharp and recognizable, it must be produced with a white logo, white text set in Sofia Pro, or solid color overlay.

supershuttle.com

Photography Background Usage To ensure that the contents on top of the photography background are sharp and recognizable, it must be produced with solid color, text set in Sofia Pro, or used exactly 45° degree diagonal stripe and set in 50 percent opacity, color PMS 545C. .

SuperShuttle Brand Guidelines

supershuttle.com

2.0 Graphic System

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SECTION 3

3.0

Application System

SuperShuttle Brand Guidelines

3.0 Application System

3.1

Stationery System

36

3.2

Business Card

38

3.3

Letterhead

39

3.4

Envelope

40

3.5

Mailing Label

41

3.6

Vehicle Exterior

42

3.7

Vehicle Interior

44

3.8

Keychain

45

3.9

Staff ID

46

3.10

Uniforms

47

3.11

Water Bottle

48

3.12

Tissue

49

3.13

Luggage Tag

50

3.14

Coffee Cup

51

3.15

Website

52

3.16

Mobile App

53

3.17

Building signage

54

3.18

Merchandise

55

3.19

Brochure

56

3.20

Billboard

57

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3.1 Stationery System BUSINESS SYSTEM

The business system is the most widely used communucations tool at SuperShuttle. It is a formal representation of the brand used for both internal and external audiences. Each component of the business system (individually and as a whole) supports the impression of a visual identity for the institution.

/ 36

The complete stationery system consistes of business cards, letterheads, No.10 envelopes, and Crack & Peel mailing labels. This system has been designed to convey a clean and professional look.

Measurements and information placement for each

STATIONERY

item are detailed in Section 3.2 through Section 3.5.

Here are the overall dimensions for each item: Business Card – 3.5 inches wide/ 2 inches high; Letterhead – 8.5 inches wide/ 11 inches high; Envelope – 9.5 inches wide/ 4.125 inches high; Mailing Label – 8 inches wide/ 4.125inches high.

Mitch Rouse Relationship Manager

July 10, 2018

The Honorable Mayor McGinn The Paramount, 9th Floor 680 Mission Street

SuperShuttle Inc. 160 S. Linden Ave., South San Francisco, CA 94080

T: 1.800.258.3826 E: MitchR@super.com W: supershuttle.com

San Francisco, CA 94105

Dear Mr. Mayor McGinn, Until today, SuperShuttle has been in airport passenger pickup for more than 35 years. Thoughout the partnership, SuperShuttle converted nearly 100% of its vehicles to hybrids or compressed natural gas, and earned a reputation for its excellent customer service and safety, as well as its environmental stewardship.

Now, SuperShuttle is serving the airport. In order to fulfill its contractual commitments, including a maximum five-minute wait time for passengers, SuperShuttle is moving a large chunk of its fleet-with more City-licensed shuttles than any other shuttle company in San Francisco to SFO. Mayor McGinn, we are asking you to consider issuing city licenses to SuperShuttle on a permanent or temporary basis to replace the city licenses displaced by the Port contract. Presently, only 22 of Super Shuttle’s 185 shuttles have San Francisco licenses. The rest of our shuttles are county licensed and are not permitted to help meet the City’s demand for shuttle service. Unfortunately, the County market for the shuttle services is not enough to sustain these owner-operators who are no longer serving the airport.

Mayor McGinn The Paramount, 9th Floor 680 Mission Street San Francisco, CA 94105

The City of San Francisco currently issues a small number of new licenses each year through its lottery.

With SuperShuttle serving the Port now, many more City-licensed shuttle are needed to avoid a shortage of shuttle service in San Francisco.

SuperShuttle Inc.

With additional city licenses, SuperShuttle is ready provideAve., safe, reliable, professional service in its S. Linden 160 to San Francisco, South environmentally-friendly vehicles to San Francisco, creating a winning solution for for SuperShuttle and

the City and its hundreds of families. Thank youCA for94080 your time and consideration.

Yours Sincerely,

Mitch Rouse Relationship Manager

SuperShuttle Brand Guidelines

3.0 Application System

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3.2 Business Card BUSINESS CARD MEASUREMENT

The business card has been desined to convey a clean, professional look. This design can be adapted for use with personal information. Follow the measurements shown and the guidelines for information placement in this page. The overall size of the letterhead is 3.5 inches wide / 2 inches high.

.45 in

.45 in

.68 in

2 in

.5 in

.82 in

.45 in

.45 in

.42 in Mitch Rouse Relationship Manager

.23 in

SuperShuttle Inc.

.56 in

160 S. Linden Ave., South San Francisco, CA 94080

.28 in

3.5 in

/ 38

T: 1.800.258.3826 E: MitchR@super.com W: supershuttle.com

3.3 Letterhead LETTERHEAD MEASUREMENT

The letterhead has been desined to convey a clean, professional look. This design can be adapted for use with personal information. Follow the measurements shown and the guidelines for information placement in this page. The overall size of the letterhead is 8.5 inches wide / 11 inches high.

.5 in

1.38 in

.7 in

.7 in

.5 in 1 in

July 10, 2018

The Honorable Mayor McGinn The Paramount, 9th Floor 680 Mission Street San Francisco, CA 94105

Dear Mr. Mayor McGinn, Until today, SuperShuttle has been in airport passenger pickup for more than 35 years. Thoughout the partnership, SuperShuttle converted nearly 100% of its vehicles to hybrids or compressed natural gas, and earned a reputation for its excellent customer service and safety, as well as its environmental stewardship.

Now, SuperShuttle is serving the airport. In order to fulfill its contractual commitments, including a maximum five-minute wait time for passengers, SuperShuttle is moving a large chunk of its fleet-with more City-licensed shuttles than any other shuttle company in San Francisco to SFO. Mayor McGinn, we are asking you to consider issuing city licenses to SuperShuttle on a permanent or temporary basis to replace the city licenses displaced by the Port contract. Presently, only 22 of Super Shuttle’s 185 shuttles have San Francisco licenses. The rest of our shuttles are county licensed and are not permitted to help meet the City’s demand for shuttle service. Unfortunately, the County market for the shuttle services is not enough to sustain these owner-operators who are no longer serving the airport.

The City of San Francisco currently issues a small number of new licenses each year through its lottery.

With SuperShuttle serving the Port now, many more City-licensed shuttle are needed to avoid a shortage of shuttle service in San Francisco.

With additional city licenses, SuperShuttle is ready to provide safe, reliable, professional service in its environmentally-friendly vehicles to San Francisco, creating a winning solution for for SuperShuttle and the City and its hundreds of families. Thank you for your time and consideration.

Yours Sincerely,

Mitch Rouse Relationship Manager

SuperShuttle Inc.

.55 in

160 S. Linden Ave., South San Francisco, CA 94080

.55 in

1.88 in

SuperShuttle Brand Guidelines

T: 1.800.258.3826 E: Contact@super.com W: supershuttle.com

1.4 in

3.0 Application System

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3.4 Envelope ENVELOPE MEASUREMENT

The letterhead has been desined to convey a clean, professional look. This design can be adapted for use with personal information. Follow the measurements shown and the guidelines for information placement in this page. The overall size of the letterhead is 9.5 inches wide / 4.125 inches high.

9.5 in .68 in

4.125 in

.5 in .62 in

Mayor McGinn The Paramount, 9th Floor 680 Mission Street San Francisco, CA 94105

SuperShuttle Inc.

.53 in

160 S. Linden Ave., South San Francisco, CA 94080

.47 in .38 in 3.4 in

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1.8 in

3.5 Mailing Label MAILING LABEL MEASUREMENT

The letterhead has been desined to convey a clean, professional look. This design can be adapted for use with personal information. Follow the measurements shown and the guidelines for information placement in this page. The overall size of the letterhead is 7.3 inches wide / 4.125 inches high.

7.3 in .68 in

4.125 in

.5 in .62 in

Mayor McGinn The Paramount, 9th Floor 680 Mission Street San Francisco, CA 94105

SuperShuttle Inc. 160 S. Linden Ave., South San Francisco, CA 94080

.53 in

.47 in .38 in 3.4 in

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3.6 Vehicle Exterior EXTERIOR

This is an example of the SuperShuttle Vehicle. The SuperShuttle Vehicle represents the brand loud and clear, and stands out fron other airport transportation.

It consists of the brand identifier's colors: navy blue and sky blue. SuperShuttle is displayed in large form on the side of the vehicle.

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3.7 Vehicle Interior VEHICLE SEATS

This is an example of the brand logo in the vertical version is displayed on the vehicle seats. However, the principle should be applied across all implementations. In this example, the seat is in brand dark blue.

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3.8 Keychain CAR KEYCHAIN

This is an example of the vehicle keychain. However, the principle should be applied across all implementations. In this example, the brand logo in the vertical version is displayed on a brown leather.

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3.9 Staff ID ID BADGE

This is an example of a staff ID. Inthis example, the horizontal signature should be positioned in the lower left corner. The text should be set in Sofia Pro.

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3.10 Uniforms POLO SHIRT

This is an example of the SuperShuttle uniform. However, the principle should be applied across all implementations. The polo shirt for SuperShuttle driver is designed to be clean, and recognizable to our customers. It should follow the brand's color palette.

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CAP

This is an example of the SuperShuttle uniform.

However, the principle should be applied across all implementations. The cap for SuperShuttle driver is designed to be clean and recognizable to customers.

It should follow the brand's color palette.

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3.11 Water Bottle WATER

This is an example of the water bottle package.

However, the principle should be applied across all implementations. In this example, the brand logo in the vertical version is displayed on a clear bottle.

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3.12 Tissue FACIAL TISSUE

This is an example of the tissue package. However, the principle should be applied across all implementations. In this example, the brand logo in the vertical version is displayed on the tissue box.

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3.13 Luggage Tag LUGGAGE NAME TAG

This is an example of the luggage tag. However, the principle should be applied across all implementations. In this example, the brand logo in the vertical version is displayed on a solid brand blue color.

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3.14 Coffee Cup RECYCLED PAPER CUP

This is a example of SuperShuttle recycled coffee cup.

The SuperShuttle coffee cup should coporate the similar elements as those used in the print system.

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3.15 Website WELCOME PAGE

This is a example of SuperShuttle responsive website.

The SuperShuttle website should coporate the similar elements as those used in the print system.

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3.16 App MOBILE APP

This is a example of SuperShuttle app on mobile device. The SuperShuttle app should coporate the similar elements as those used in the print system.

SuperShuttle

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3.17 Building Signage BUILDING SIGNAGE

The specific guidelines for usage of typography, photography and branding will be applied across two column lengths. The specific guidelines for usage of typography, photography and branding will be.

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3.18 Merchandise OFFICE INTERIOR

This is an example of the SuperShuttle comany interior. The environment of the office represents the brand loud and clear.

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3.19 Brochure BROCHURE

This is an example of the brochure. However, the principle should be applied across all implementations. In this example, the brand logo in the vertical version is displayed on a pattern background. The brochure contains pictures and information about the SuperShuttle, deals, and our services.

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3.20 Billboard AIRPORT BILLBOARD

This is an example of the billboard. However, the principle should be applied across all implementations. In this example, the brand logo in the vertical version is displayed on a photography background. The billboard contains pictures and information about the SuperShuttle, deals, and our services.

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ABOUT THE PROJECT

This is a student project only. No part of this book or any other part of the project was produced for commercial use.