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Su Lee // Aaron Bermudez

Brand book

TABLE of CONTENTS
3. Introduction 18. 19. 20. 21. 22. 23. 24. 25. 26. 27. 28. Tickets Poster Map Screen Pages Envelope Letterhead Business Card App Website Iconography Back cover 4-7. Logo 8-9. Typography 10. Primary Color 11. Secondary Color 12. Tone 13. Brochure 14. 15. 16. 17. Infographic BART Name Incorrect Name Photography

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INTRODUCTION
The Bay Area Rapid Transit authority has become a part of the Bay Area in such a way that BART itself is a word for confidence in travel Connecting commuters to where they need to be in a peaceful and professional atmosphere. The commute itself becomes a break to finish work or relax. Inside this book are some clear rules for designers to follow to encourage the BART brand as a unified reliable source for geting there.

BART LOGO
Print and Screen Logo: The BART logo must be used for all publications print or web The BART logo draws its design from our unique train profiles. The outline being unlike any other rapid transit car design Logo colors must be one of the two approved Primary colors shown. Shapes within must be one of the two Primary colors shown matched with background color shown Border space must be maintained unless the BART name is within

B A R T

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LOGO PROCESS
This is the work that took place prior to coming up with the final logo. We experimented with different shapes and colors, and decided to go with the simpler design.

incorrect logo usage

Please Do Not: Crop logo dimensions or change orientation Add color filters, textures, filters or images/photography to logo Skew, tile, duplicate/repeat, or distort logo Use solid colors or matching color for background and shapes

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Incorrect logo usage

Please Do Not: Change the logos colors. Refer to Pg. 11 for the exact color scheme Use a pixelated or distorted logo Place the logo on top of photography Use the logo as a repeated pattern Alter the logos orientation

TYPOgRAPHY
Headline usage must be Homestead Body copy and all other type may be Miso Regular or Miso Light Size may be at your discretion but Kerning must remain standard and professional Color of all text must be CMYK listed Black or if dark background CMYK listed Cream Exception being the BART name which has rules to follow

Homestead

A b c d e f g h i j k l m n o p q r s t u v w x y z 1 2 3 4 5 6 7 8 9 0
Miso Regular

Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 1234567890
Miso Light

Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 1234567890

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TYPOgRAPHY: web Rokkit

For web applications, use Rokkit as a Slab Serif, and Gotham as a font for body copy. Rokkit is a web-safe Slab Serif, used for headlines Headers must use Rokkit as a Slab Serif Color must be RGB Black or RGB Cream Paragraph text and links must be Gotham Book and or Gotham Light Text other than headers may be Primary colors listed or secondary colors listed

Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz
Gotham Book

Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz
Gotham Light

Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz

Primary Color
Primary colors must follow the three colors as specified in CMYK and RGB We feel these colors represent our dedication to getting the commuter there. Speeding along passengers as they relax in a proffesional competent atmosphere C: 64% M:14% Y: 27% K: 0% R: 87 G: 173 B: 184 C: 9% M: 7% Y: 12% K: 0% R: 229 G: 228 B: 219 C: 72% R: 39 M: 64% G: 41 Y: 64% B: 40 K: 68%

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Secondary COLOR
Secondary colors must follow the four colors listed as CMYk or RGB Secondary colors are encouraged for use only as a highlight or contrast when Primary colors visually fade with backgrounds
C: 6% M:87% Y: 23% K: 0% R: 226 G: 71 B: 127 C: 68% M:19% Y: 82% K: 3% R: 94 G: 156 B: 92 C: 7% M: 59% Y: 96% K: 0% R: 229 G: 128 B: 44 C: 17% M:13% Y: 91% K: 0% R: 87 G: 173 B: 184

Tone
Tone shall be brief but welcoming. Authority must be conveyed to embue a sense of confidence in travel in our passengers. BART ADVISORY: ONLY DESIGNATED CARS ARE ALLOWED TO CARRY BICYCLE PASSENGERS. FINES OF UP TO $100 MAY BE ISSUED TO PASSENGERS WITH A BICYCLE IN NON DESIGNATED CARS.

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BROCHURE
tickets hours
Weekdays (4:00 am - Midnight) Saturday (6:00 am - Midnight) Sunday (8:00 am - Midnight)

This sample brouchure is a perfect example of the dominant use of the aproved Primary Colors with highlights and contrast of the pre-approved Secondary Colors.

A RIDERS GUIDE TO
B A R T

c ontact
standard disabled seniors students

BART Blue High Value Ticket A 6.25% discount in two denominations: a $48 ticket for $45; a $64 ticket for $60 BART Green* Ticket A 62.5% discount for seniors 65 years and older: $24 ticket for only $9 BART Orange Ticket A discount for middle and secondary school students. Special purchasing restrictions apply. More about BART Orange >> BART Plus Ticket A flash pass for other transit operators. More about BART Plus >> BART Red* Ticket A 62.5% discount for persons with disabilities, Medicare cardholders and children 5-12 years old: $24 ticket for $9

Local Telephone Numbers Oakland/Berkeley/San Leandro 510 465-2278 San Francisco/Daly City 415 989-2278 South San Francisco/San Bruno/San Mateo 650 992-2278 Concord/Walnut Creek/Lafayette/ Antioch/Pittsburg/Livermore/Orinda 925 676-2278 Hayward/San Leandro/Fremont/ Union City/Dublin/Pleasanton 510 441-2278 Richmond/El Cerrito 510 236-2278 All other locations 510 465-2278 Lost $ Found 510 464-7090 www.bart.gov/lostandfound

Bay Area Rapid Transit (BART) connects the San Francisco Peninsula with Oakland, Berkeley, Fremont, Walnut Creek, Dublin/Pleasanton and other cities in the East Bay. For more than 40 years BART has provided fast, reliable transportation to downtownoffices, shopping centers, tourist attractions, entertainment venues, universities and other destinations for Bay Area residents and visitors alike.

Infographic
As a sample infographic shows the colors, logo, and typefaces intigrate well for a welcoming feel while inspiring confidence in travel. To view the full infographic, visit https:// www.dropbox.com/s/wht7aevbz6h09kn/ Bart_Infographic.pdf

A RIDERS GUIDE TO
Serving the bay area since septetember 11, 1972

Bay Area Rapid Transit (BART) is a rapid transit system serving the San Francisco Bay Area. The heavy-rail public transit and subway system connects San Francisco with cities in the East Bay and suburbs in northern San Mateo County. BART is the fifth-busiest heavy rail rapid transit system in the United States.

bart operates 5 lines across 104 miles

80 mph

max speed

33 mph

Average speed

20 sec

STation stops

WHY
TAKE
BART ?

Avoid the high costs of driving, sitting in traffic, and parking. Get where youre going on time. Help improve air quality and minimize energy consumption. Relax while we get you to your destination.

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Bart name
The BART name is an acronym for Bay Area Rapid Transit Authority. BART has become part of the Bay Area experience and so is treated as a Logo itself There is no font for BART All letters must be capatilized without periods seperating letters Only one of the three Primary Colors may be used for the BART name BART is to be used as a noun and may be used in sentances as a logo

BART BART BART

BArt name incorrect usage

BART: Must remain centered within shapes Must remain one of the two approved colors stated on pg. 10 Must remain as the same color throughout the entire name Is an acronym but periods may not be used May not be bordered by other colors May not be used as a verb

Bart BART B.A.R.T

B A R T

BART
B A R T

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Photography
Please Do Not:

Stretch or distort our photography Crop our photos Add color filters or alter our photography in any way

tickets
Tickets are redesigned with a modern look that allows quick visual access to information to allow quick access to transportation Color coded tickets facilitate this where special colors address special ticket holders BART logo shape must be displayed as shown and addressed without BART name

Standard Pass
$25 $19.15 $15.75
INSERT THIS SIDE UP

Disability Pass
$25 $19.15 $15.75
INSERT THIS SIDE UP

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Poster Guidelines
Headlines must follow print guidelines with clear headline displayed above all else Background colors must be CMYK Cream color as specified If using graphics or photos they must be centered between headline and main body copy text All following body copy must use Miso Light All BART posters must include BART logo on bottom right in a .25 inch border from edge and BART name is optional in Logo

BART SAFETY TIPS

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Donec vel commodo odio. Nunc mauris nibh, tristique ac venenatis ac, ultricies a urna. Phasellus vehicula orci non nulla hendrerit porta. Vivamus eget nisl a arcu molestie pulvinar a a ligula. Praesent molestie, ante quis aliquet pharetra, massa augue eleifend sem, sit amet dignissim nunc eros in lectus. Sed at hendrerit lorem. Donec eu ligula libero. Morbi laoreet turpis a mauris fermentum sit amet auctor purus accumsan.

Map
richmond
el cerrito del norte el cerrito plaza north berkeley downtown berkeley ashby lafayette orinda rockridge macarthur (transfer station) 19th st/oakland concord pleasant hill walnut creek

pittsburg/ bay point

north concord/martinez

EM BA

ES

M ON TG OM Y ER ST PO L EL W IC V CI ST

A RC DE RO

OA KL A N D

12th st / oakland city center (transfer station) Lake merritt fruitvale coliseum / oakland airport san leandro

16 TH

N CE

Balboa park (transfer station) daly city colma South San Francisco San Bruno (Transfer Station)

T 24 H ST EN GL PA

ST M IS S IS M N IO RK

R TE
bay fair )transfer station) oakland international airport CASTRO VALLEY HAYWARD

SI ON

DUBLIN/ PLEASANTON

sAN FRANCISCO INTERNATIONAL AIRPORT (SFO)

SOUTH HAYWARD

UNION CITY

Millbrae FREMONT

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Screen Pages
Screen images must rely primarily on infographics for ease of use
Embarcadero New Montgomery Powell

Secondary colors are encouraged for use in icons, objects, shapes, etc All text must be in one of the aproved Primary Colors and line colors must use secondary colors
Embarcadero New Montgomery Powell

Embarcadero

New Montgomery

Powell

Envelope
Stationary must display the BART logo without BART name showing
Aaron Bermudez
Account Planner

Logo must be justified to the left before the text appears

999 Market street San Francisco, CA 94105

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Letterhead
Stationary and letterheads must display Logo as shown in upper lefthand corner Upper right corner must display the lines in order of Name, Title, Primary Number, and email address Paper must be stock weight and plain white Text must be aproved print fonts and in Black CMYK Primary Color

Aaron Bermudez
999 Market street San Francisco, CA 94105

Train Operator

Business cards
Cards may be either Cream CMYK Primary Color or Black CMYK Primary Color listed above. Blue CMYK Primary Color is the only aproved color for BART logo shapes and shape must remain centered as shown Format for Name, Title, Primary Number, and email must be displayed only as shown Back of card must be left blank or with train profile shown as on stationary

Aaron Bermudez
Account Planner

(415) 617-5342 A.Bermudez@BART.gov

Art director

su lee

(415) 617-5342 S.Lee@BART.gov

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App
Mobile applications must follow Web Design rules as stated with exceptions below: Primary colors must be used solely to create a uniform quick access interface BART as a logo must be integrated with titles of the App
bart trip planner
West Dublin Montgomery

$5.50
One Way

$11.00
Round Trip

Select Card Type

Expiration Date

Line: Green
Estimated Time: 45 Minutes Zip Code Next Train: 11:13 AM 11:27 AM 11:40 AM 11:56 AM

Promo Codes

Scan Now

website
Websites must display BART logo with name in approved colors as Home icon in upper left corner Only web fonts approved may be used with colors following Primary for Headers and all other copy in Primary RGB colors or Secondary RGB colors Icons and graphics inlayed within the webpage design must follow secondary or Primary color guidelines Images displayed may be any color but must follow photography guidelines as stated
Bart
Bay Area Rapid Transit (BART) connects the San Francisco Peninsula with Oakland, Berkeley, Fremont, Walnut Creek, Dublin/Pleasanton and other cities in the East Bay.

About

Rider Guide

News

Contract

Quick Planner Depart

stations

schedule Arrive start search

tickets

Follow

Contact
Bay Area Rapid Transit District P.O. Box 12688 Oakland CA 94604-2688 510 465-2278

Language

f
t
p

Facebook Twitter Pinterest

info@bart.gov

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iconography