MAP
ARRIVE
PLAN
RIDE
METRO ACCESS PASADENA
MAP
ARRIVE
PLAN
RIDE
IDENTITY GUIDELINES
ABOUT
MAP, short for Metro Access Pasadena, is the rebrand of the existing Pasadena Area Rapid Transit System, the local bus service provided for Pasadena, CA. Since forming in the mid- 90’s, it has taken on a few di!erent faces over the years. From full vehicle wraps to simplified versions of city imagery, the goal has remained consistent to having a friendly, safe, easy to use and engaging atmosphere for the riders. This rebranding continues to focus on those qualities, while creating an identity that is also seen as legible, iconic and simple. Inspiration from the city itself and three specific colors are used to emphasize an inviting, dependable, yet practical city bus that will allow people to find their way through Pasadena.
Whatever way of living Pasadena’s riders come from, the feeling of MAP works to accomodate everyone and gives back the respect, joy and sense of community that has been received. With this rebrand, the hope is that the people of Pasadena will not only see the importance of being a smart, responsible city and consider how they will find their way into their city, but feel a direct connection to their contribution to Pasadena. These guidelines will help you introduce the new identity for Pasadena’s transit system. Here you will find guidelines for the logo, color, typography, application and media usage.
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BRAND VALUES
KEY WORDS
POSITIONING STATEMENT
find your way
!EngagingClearEasy to use
Simple Friendly Safe
IDENTITY GUIDELINES
CONTENTS
ABOUT
LOGO
APPLICATION
About IdentityBrand Values
Lock-up and SignatureBlack and WhitePreferred Color VariationsTypographyThings to Avoid
Route SignageVehiclesBus ShelterMedia
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LOCK-UP AND SIGNATURE
Inspired by the lines painted on all streets, the MAP logo takes on letterforms that mimick those lines to give the feeling of guidelines that help find your way through the streets. To further that idea, the circle form takes the lines from each letterform to make up a sort of abstract map, all leading to the center, a dot on the map. The colors used all respond words that correlate with the bus system: in-viting, dependable and practical. The freedom with the logo is that it does not need to be used together at all times, it has the ability to funtion in parts as well.
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Measured in inch/decimal incriments to give a visual of size relationship. The circle portion of the logo uses the same language that the letterforms pick up from the street lines, and can be used separate or in conjunction with the logo and secondary typography.
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BLACK AND WHITE
Measured in inch/decimal incriments to give a visual of size relationship. The circle portion of the logo uses the same language that the letterforms pick up from the street lines, and can be used separate or in conjunction with the logo and secondary typography.
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BLACK AND WHITE
Measured in inch/decimal incriments to give a visual of size relationship. The circle portion of the logo uses the same language that the letterforms pick up from the street lines, and can be used separate or in conjunction with the logo and secondary typography.
GRAYSCALE
Measured in inch/decimal incriments to give a visual of size relationship. The circle portion of the logo uses the same language that the letterforms pick up from the street lines, and can be used separate or in conjunction with the logo and secondary typography.
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PREFERRED COLOR VARIATIONS
PANTONE Process CyanC !" M #$ Y " K "HEX %""A&D&
PANTONE Black !C " M " Y " K '"HEX %(#("()
PANTONE #!#C " M !$ Y #"" K "HEX %FB&$)F
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PREFERRED COLOR VARIATIONS
PANTONE Process CyanC !" M #$ Y " K "
HEX %""A&D&
PANTONE Black !C " M " Y " K '"
HEX %(#("()
PANTONE #!#C " M !$ Y #"" K "
HEX %FB&$)F
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TYPOGRAPHY
!"The main typography used for the logo is AW Conqueror Inline and in the same family, AW Conqueror Sans, a contemporary sana serif, works as the secondary typography, working in conjunction with the inline version. The secondary typography can be found just under the logo, aligning with the begining of the capital M and ending at the start of the capital P. It can also be found on the website, app, signage and collateral.
abcdefghijklminopqrstuvwxyz
PRIMARY TYPOGRAPHY AW CONQUEROR INLINE
ABCDEFGHIJKLMNOPQRSTUVWXYZ0123456789!@#$%&*( ) [ ]
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abcdefghijklminopqrstuvwxyz
SECONDARY TYPOGRAPHY
AW CONQUEROR SANS
ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz!"#$%&'()*!+,-%&*. / 0 1 ")PT
ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz!"#$%&'()*!+,-%&*. / 0 1 "%PT
ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz!"#$%&'()*!+,-%&*. / 0 1 "!PT
ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz!"#$%&'()*!+,-%&*. / 0 1 )PT
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ABCDEFGHIJKLINOPQRSTUvwxyz
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FGHIJKLI
RSTUDON’T DO
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DON’T DO
ENVIRONMENTAL SIGNAGE
This is what a general layout for the route signs would look like. Using di!erent imagery to add at the bottom of the sign to break up the all vector logo, circles for route numbers and continued use of secondary typgra-phy all make up the exterior wayfinding.
LINDA VISTA / ART CENTERMON-FRI
ROSE BOWLSAT ONLY
LINDA VISTA / JPLMON-FRI RUSH HOURS
CITYOFPASADENA.NET "#" $%% %&''
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BRT EXTERIOR
Both buses incorporate the use of imagery found around Pasadena, focusing on details, people and wayfinding. The colors and images can be interchanged as well for a variety with the vehicle wraps.
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METRO ACCESS PASADENA
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STARCRAFT EXTERIOR
Both buses incorporate the use of imagery found around Pasadena, focusing on details, people and wayfinding. The colors and images can be interchanged as well for a variety with the vehicle wraps.
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BUS SHELTER
This is an example of the kind of bus shelter poster to be used. Again, using the main imagery, secondary typography and icons used from the app.
METRO ACCESS PASADENAFor route schedules and more info visit CITYOFPASADENA.NET
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MEDIA
Four simplified icons are used to define di!erent parts of the media to work with MAP’s ease of use. You will find an app icon, the app in context, as well as the website in context. They have been formed to have a cohesive feel in order to create a consistency in finding your way round Pasadena.
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APPLICATION
The app allows for riders to easily plan their trip, map our their destination, find time tables specifically for the MAP buses and the option to pay their fares if desired.
MAP
metr o ac ce ss pasa dena
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HOME PAGE
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MAP
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PLAN
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CONTACT
TRANSIT DIVISIONDespartment of TransportationCity of Pasadena!!" East Walnut Street, Suite "##Pasadena, CA #""$"%!% &'' '$((cityofpasadena.net/artbus
Identity and book designed by Alex Ascencio for Identity Systems, Spring !$"!Art Center College of Design
&%$ #)( $&#[email protected]