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

&%$ #)( $&#!alxascencio@gmail.com