Background. Proper Color Usage

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1 Utah Tr ansit autho rit y G r a ph i c S ta n da r ds

2 Background The purpose of this guide is to ensure proper usage of the UTA logo so that a consistent, well-recognized brand identity can be maintained. The positioning of stripes within a circle suggests movement and progress. It also portrays connections and intermodal coordination - the linking of services, routes, and commuter transportation options. The guidelines contained in this document should be applied, without exception, to all visual materials produced and printed for and about UTA. Unauthorized reproduction of the UTA logotype or its elements is a violation of law and subject to penalties. Proper Color Usage The corporate colors for UTA are red and blue as shown. The logotype colors are Pantone 186 (red) and Pantone Reflex Blue. Applications featuring both colors are prefered, but if a sinlge-color application is desired, Pantone Reflex Blue should be used. Pantone (pms) Reflex Blue Pantone (pms) 186 red If a color logo is used and combined with the letters UTA or the words Utah Transit Authority, the letters should always be displayed in Pantone Reflex Blue. C: 100 M: 73 Y: 0 K: 2 C: 0 M: 100 Y: 81 K: 4 Acceptable color substitutes in lue of the Pantone matching Sysytem. R: 0 G: 85 B: 164 R: 227 G: 225 B: 55

3 Proper Logo Usage The examples shown here are acceptable uses of the UTA logo. The size ratios of the type and logo combinations shown here should never be changed. The letters UTA should always be the same height as the logos two shapes. A (prefered) B The proper typeface for the UTA logo whether using UTA or the words Utah Transit Authority, should always reflect the agency s selected typeface, which is Bitstream Geometric 415 Black. Both UTA and Utah Transit Authority versions of the logo are acceptable and either the horizontal or vertical (stacked) version may be used depending on space parameters. C Utah transit authority In black and white logo applications, the large red stripe should be printed as a 45% screen. If the color logo is printed against a dark blue background, it is acceptable to set off the logo with a white outline. D Utah transit authority When printing on a colored stock, or surprinting the logo on another color, do not leave a white stripe between the blue and red stripes. Simply allow the backgroud color to show. The exception to this guideline would include promotional material items such as patches, pins and signage that involves something other than the standard printing process. The white stripe is therefore permissible. Improper Logo Usage Do not extend stripes Do not revise Do not skew or tilt The logo may never be manipulated, tilted, condensed or stretched. Please refer to to the adjacent logos for unacceptable variations. The logo typeface may never be altered or used in italic form. Also never recreate the logo. Only use reproduction art available from UTA. Do not rearrange logo Do not reverse colors Do not change stripe width Do not stack Do not change proportions Do not distort

4 Proper Usage with Service Entity Names The logo application to various UTA service entities should be treated as depicted here either horizontally or vertically. Care should be taken to assure that letter spacing remains consistent with the examples shown. Fr o n tru n n e r, UTA s commuter rail system, features very specific logo requirements. FrontRunner is one word with all the letters capitalized. The letters F and R are slightly larger than the other letters. A service mark (SM) must be placed at the end of the word FrontRunner, and an approved TTX disclaimer must be included. *Used with permission of TTX Company, the registered owner of the FRONT RUNNER mark. BRT MAX. MAX is the name for UTA s bus rapid transit service. The colors are the same as for the UTA logo, with the word MAX always in blue with the letters capitalized. UTA s logo may be featured at the front of the MAX logo.

5 Corporate Identity materials All business cards, letterhead, envelopes and other materials are to be ordered through the UTA purchasing department. They have the correct templates for these items. These include all departments regardless of service entity. UTA no longer creates separate cards for TRAX, FrontRunner or other services. UTA is one company. Andrea Packer Vinyl Decal & Signage Applications Scotchlight reflective vinyl When vehicle and outdoor applications require vinyl decals the following colors are to be used. Blue Ruby Red White

6 Legal Mandatories The UTA logo is a registered service mark of the Utah Transit Authority, and may not be reproduced without permission. For legal purposes, the SM insignia must accompany the logo in every usage, positioned as illustrated by the examples in this document. Information For questions or additional details about logo and typeface usage, please contact: UTA PR/Marketing Department 3600 South 700 West Salt Lake City, UT Phone: