Columbus Moves: the Design of Urban Transportation

Katherine Hickey [email protected] Design 662.02, Spring Quarter 2008 The Ohio State University

Columbus Moves: The Design of Urban Transportation

Contents Chapter Listing

4 Contents 6 Introduction 12 Schedule 14 Background 18 Primary Research 28 Secondary Research 46 Name 48 Brand Vision 56 C�Rail Mark Development 60 C�Rail Mark 66 Type and Color Studies 72 C�Rail Color Palette 76 Tram Line Categorization 80 Tram Vehicle Signage 84 Tram Station Signage 94 Elements of a Tram Stop 98 Map Coverage 100 Corporate Print Materials 106 Public Print Materials 114 Conclusion 116 Acknowledgements

4 Introduction Overview Objective Project Introduction

Instead of escaping to cities like Through this research, I continued When people ask me directions Whether people are walking, driving a in the long run. Citizens of Columbus Chicago and New York City to with my studies in information design around downtown Columbus, I usually car, or taking a plane, everyone in the need to be familiar with the project so experience a great downtown, it and visual wayfinding systems that I ponder for a while before struggling city faces transportation issues daily. that when they vote they can make would be favorable to transform the began last fall in Zürich, Switzerland. to give an answer. After living in the As the means for travel become more a well-informed decision on issues downtown of Columbus into a more This thesis looks at the visual identity city for over twenty years, I seem expensive, the future of transportation regarding the streetcar. A proposal welcoming space for all citizens. With of a Columbus tram proposal that will to have a problem knowing where becomes questionable. Implementing that no one understands will certainly an effective visual campaign, Central both rejuvenate Columbus and sustain things are in my own downtown. new transportation opportunities takes fail. The streetcar project deserves to Rail System has a great potential to further growth. A visual representation The reason for my unfamiliarity with time and money, but the benefits of be given a chance. act as a viable transportation network of the tram materials has a role in the area is that besides the theaters, new innovations can be very profitable. solution that helps to encourage the planning, advertisement, and decaying shopping mall, and a few Only a few public transportation economic development. Design implementation of the project in the good restaurants, there are not many The objective of this research is means exist around Columbus, can help aid the goal of the rail community in the coming years. reasons for me to venture into the to utilize visual communication to and none of them are as unique or project in establishing a strong public city. Though it seems like downtown is increase awareness about the streetcar rewarding like streetcars. With a transportation system in Columbus. mainly comprised of business offices proposal. Visual communication strong public transportation system, A tram system would reduce traffic and frustrating one-way streets, will help translate this problem into the city could reduce traffic congestion congestion from cars and provide development projects could help give information the general public can from cars and citizens of disability citizens of disability with a more equal more citizens a reason to start heading understand. With more transportation, would find a more equal opportunity opportunity for getting around town. into the heart of the city. business, events and residents, the for getting around town. Using A visual representation of the development of downtown Columbus the streetcar to get more people Columbus Streetcar project can help can soar. The goal is to start small into downtown, there would be an demonstrate that the streetcar is worth and take environmental planning increase in sales revenue, housing and investing in for anyone who cares seriously with steps to reduce cars, gas employment opportunities in the area. about the future of his or her city. consumption and pollution in the city

6 7 Research Overview Initiative Narrative Research Guidelines Sparking Columbus Moves

The research for this project will Columbus Moves is a project a working clock, I asked the man what minutes before it was time to transfer. draw on design topics including stemming from Switzerland. After time the bus came. Not knowing when the next bus would branding, information design, signage, studying abroad in Zürich last fall, I arrive and unwilling to wait another typography, visual identity systems, was deeply energized by the vigor and ...He didn’t know. 20 minutes in the cold, I impatiently and wayfinding management. strength of the Swiss transit system. started trudging to my parents house. Research focus will be put on the I wanted to come back to Ohio and So we both stood there at the bus Two minutes later the bus came and history of the streetcars in Columbus, start a revolution! Having lived all my stop, with only a cold metal poll passed me by. I burned from the how they used to work, and why life in Columbus, I was disappointed bearing the Cota logo giving us missed opportunity and arrived at my they fell out of use. Studies of that my city’s transportation system hope of a warm ride somewhere mother’s house 30 minutes later as a transportation systems in other seemed so outdated. else. Every moment I waited in the numb, angry, and soaked mess. cities and countries will provide cold I wondered how much longer groundwork for what would be Shortly after arriving home to the I could last before I had to start possible in Columbus. Public opinion United States, my displeasure walking somewhere. I couldn’t believe on transportation and the streetcar culminated one frigid day in someone else was at the same stop as will be important to find out about December when I found myself locked me and decided to just wait there in how people currently feel about the out of my house without car keys, a the awful cold without knowing when streetcar. Lastly, integration of the bike or a cell phone. the bus came. It infuriated me to feel streetcar among automobiles will be so clueless as I waited for my only studied to understand how streetcars Knowing there were two bus routes source of transportation. can be introduced discreetly and and a short transfer to get to my effectively into a very car-oriented parents house for help, I walked to When the bus came after over 20 society. the nearest bus stop where another minutes of standing in the bitter cold, man was already waiting. Not having I welcomed the warm ride for all of 6

8 9 Initiative Narrative Sparking Columbus

I decided then that Columbus’s All of this influenced my decision to transportation system was missing focus my senior thesis on Columbus some key points. Most of all it seemed, transportation. Because moving I valued knowing when the bus would is something people do every day, come. Most bus stops have so little transportation is not only a vital part information on them it is hard to of our lives but also a large part of know anything beyond which bus our city’s economic development. line is stopping. Zürich had spoiled Transportation gets you to your job, me with it’s luxurious tram stops, house, around town for fun. People delighting me with all the information live their lives going places, and I I needed to get from point A to B. I wanted to help people do just that. also wanted to know where the Cota bus was traveling without having to tote around my individual schedules for each route. I can’t tell you how many #7 and #18 schedules I have stashed away in purses, backpacks, and around my house and work places. I wanted simplicity. I wanted to see the transportation in Columbus thought out and designed with the user in mind.

10 Schedule Spring Quarter Deadlines Week 1 Research and data collection, Identity development sketches T: Introduction/Individual Meetings R: Thesis topic and Research Process Presentation Week 7 Output and Printing for Denman Forum, further Application Development Week 2 Research and data collection wrap up, Research Review, continue Identity development T: Individual Meetings with Advisor sketches R: Individual Meetings with Advisor T: Discussion/Individual Meetings R: Individual Meetings with Advisor Week 8 Finish preparing and present at the Denman Forum, Finish Application Development Week 3 Finish Research Review, Continue Identity Development, narrow to 2-3 Concepts T: Work day/discussion T: Work day/group meeting R: Individual Meetings with Advisor R: Individual Meetings with Advisor Week 9 Visual Materials Finalization/Refinements, Week 4 Choose one Identity concept to refine, start definingapplications research synthesis and presentation T: First intermediate critique: Design concepts T: Work day/discussion R: Individual Meetings with Advisor R: Individual Meetings with Advisor

Week 5 Finalize identity and application concepts, prepare research review for Denman Week 10 Output and Printing T: Discussion/individual meetings T: Final Presentation Group A R: Individual Meetings with Advisor R: Final Presentation Group B

Week 6 Complete Boards for Denman, Identity Concept Final Refinements Week 11 Gallery set up T: Second intermediate Critique: Design Refinement T: Spring show opening R: Second intermediate Critique: Design Refinement R: Spring show professional night

12 Background Background Columbus Street Railroad Company Columbus Street Railroad Company

The arrival of C�Rail trams to The Columbus Street Railroad The switch to buses powered by Columbus would not be the first time Company was first formed in 1854, electricity or gasoline began in 1933 the city has seen rail. Columbus has an with the first street cards powered by and was completed in 1948. old history of trolley cars dating back horses in 1863. to the 1800s up until the mid 1950s. Many current COTA buses run the In 1888, the first electric powered same routes as the former streetcars. streetcar ran on Chittenden Avenue Bus route numbers 1, 2, 4, 6, 7, 8, 10, from High Street to the current site of 11, 15, 16, 19, and 54 deviate very little the Ohio State Fair. from the path taken by their railed predecessors. However, a lack of investment in maintenance of the rails, as well as the age of the automobile slowly brought the demise of the system.

Columbus’ streetcars were eventually abandoned in favor of diesel buses (and gas-powered cars), but the transition also included electric trolleybuses, powered by overhead lines.

14 15 Background Primary Research Columbus Transit History Findings from the People

1891 - Columbus Consolidated Street Railway Co. begins operation. 1892 - Columbus Consolidated Street Railway Co. sold to Columbus Street Railway Co. 1893 - Crosstown Street Railway begins operation, leased to Columbus Street Railway Co. 1896 - Columbus Central Railway Co. begins operation. 1899 - Columbus Street Railway Co., Crosstown Street Railway, Columbus Central Railway Co. merged into Columbus Railway Co. 1902 - Central Market Street Railway begins operation. 1903 - Columbus Railway & Light Co. formed as a holding company, acquires Columbus Railway Co. and electric utility Columbus Edison Co. 1907 - Central Market Street Railway sold to Columbus Traction Co., newly formed subsidiary of Columbus Railway & Light Co. 1913 - Columbus Traction Co. reorganized as Columbus Railway Power & Light Co. 1914 - Columbus Railway Co. merged into Columbus Railway Power & Light Co. 1924 - Columbus Railway Power & Light Co. becomes subsidiary of United Light & Power Co. 1926 - First bus route in Columbus introduced on 5th Ave. 1933 - Cleveland Ave. is first streetcar route to be replaced with trolleybuses 1937 - Columbus Railway Power & Light Co. renamed Columbus & Southern Ohio Electric Co. 1945 - Columbus & Southern Ohio Electric Co. becomes separate new company. 1948 - Last streetcars replaced with trolleybuses. 1949 - Columbus Transit Co. formed as subsidiary of Columbus & Southern Ohio Electric Co., to operate transit system. 1965 - Trolleybuses discontinued in Columbus. 1974 - Columbus Transit Co. becomes publicly owned Central Ohio Transit Auvthority.

16 17 Primary Research Interviews Findings from the People Interviewing Romanians, Germans, and Canadians

Primary research will include Mihai: “Yes, the car is a status Anca: “In Toyko, all types of people Bridget: “To have the option of observational study of the symbol.” ride the tram. 1 out of 13 convenient transportation transportation system, user testing, people in my work group is SO different than the interviews, and questionnaires. “The tram should be would park a car. In Zuri, cities that are void of it. It is available, but not imposed.” they also discourage people essential.” to drive a car and to take a “In Romania, when I use tram instead.” public transportation I feel like a vagrant. Everyone “They always announce who uses it is poor, so I feel when there is an accident poor too. In Zürich, people blocking a tram stop, and who ride the tram are on have buses to connect the the same level as me, so it stations. They have really is not a problem.” good coverage from one place to another.”

Marcus: “They should put the times in when the stops are coming” [speaking about the Zürich tram system]

18 19 SurveyMonkey - Survey Results http://surveymonkey.com/MySurvey_Responses.aspx?sm=dfgi%2fYG%2b9GVlhC6g9sOk...

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Columbus sees most seasons, from Zurich has milder weather than People have access to cars. 1. Do you have access to a car? extremely cold to extremely hot, with Columbus, ranging from fairly warm to SurveyMonkey - Survey Results http://surveymonkey.com/MySurvey_Responses.aspx?sm=dfgi%2fYG%2b9GVlhC6g9sOk..Response Response . a lot of rain in between. rather cold. It is generally a bit colder People do not rely on public Percent Count than Columbus, but it rains less. transportation. Yes 82.0% 82 Many people are noted waiting at bus 2. Do you use public transportation to get around town? (Buses, taxies, etc) SurveyMonkey - Survey Results No http://surveymonkey.com/MySurvey_Responses.aspx?sm=dfgi%2fYG%2b9GVlhC6g9sOk..18.0% 18 . stops, many without shelters for cover, The bulk of bus and tram stops have People are not satisfied with Response Response Percent Count without knowledge of when the next shelter covering them and each and Columbus public transit. answered question 100 2. Do you use public transportation to get around town? (Buses, taxies, etc) bus will come. When asked when every stop has both a map of the All the time 14.1% 14 skipped question 0 the bus is coming, one man responds routes and a timetable for the stops. Response Response Some of the time 25.3% 25 “Soon, I hope.” “The Züri tram is always on time,” says Percent Count Rarely 35.4% 35 Ruedi Rüegg. All the time 14.1% 14

While waiting for a bus, it is not No 25.3% 25 1 of 4 Some of the time 25.3% 4/15/0825 12:13 AM uncommon for panhandlers to come Panhandleing is very uncommon in answered question 99 around the stop and beg for change. the city of Zürich, but it is likely that Rarely 35.4% 35 skipped question 1 you’ll be asked for change at the main No 25.3% 25 Buses come as many as 10 minutes early train station, where less prosperous answered question 99 and 20 minutes late. A person can be folk gather. 3. Does Columbus have a good transportation system? skipped question 1 expected to wait as many as 30 minutes Response Response even when they know the correct tim Trams usually come within a minute Percent Count 3. Does Columbus have a good transportation system? the bus is supposed to arrive. of their specified time. Any ride Yes 13.0% 13

that is more than a minute late is Response Response No 58.0% 58 irresponsible. Percent Count Not sure 29.0% 29 Yes 13.0% 13

answered question 100 No 58.0% 58

skipped question 0 20 21 Not sure 29.0% 29

answered question 100

skipped question 0

2 of 4 4/15/08 12:13 AM

2 of 4 4/15/08 12:13 AM SurveyMonkey - Survey Results http://surveymonkey.com/MySurvey_Responses.aspx?sm=dfgi%2fYG%2b9GVlhC6g9sOk... Survey Notes from Columbus Streetcar Working Group 4. Are cars a sign of wealth? SurveyMonkey - Survey Results http://surveymonkey.com/MySurvey_Responses.aspx?sm=dfgi%2fYG%2b9GVlhC6g9sOk... 100 Persons Polled “Not only are street cars feasible, they are desired.” -Mayor Coleman Response Response Percent Count 4. Are cars a sign of wealth? Cars aren’t necessarily seen as a sign - Demonstrating Economic Yes 47.0% 47 Response Response of wealth in the US. Development Annual Requirement No 46.0% 46 Percent Count - Done without a city wide Captial Startup: $103 million $6.9 Million I don't know 7.0% 7 Yes 47.0% 47 Using public transportation makes tax increase Operating costs17hr day, $4.5 million No answered question46.0% 10046 people feel a little poor. - “The time has come for rail in 5-10 min service core I don't know skipped question7.0% 07 Columbus” answered question 100 People will only use transporation if it - Sleek Street Car along the Total $11.4 million 5. If you have used public transportation, does it make you feel lower class while using it? skipped question 0 is cheap or convenient, regardless of city’s spine Response Response Percent Count whether it benefits the environment. 5. If you have used public transportation, does it make you feel lower class while using it? Yes, it does 8.0% 8 Cost of living keeps rising: Response Response Kind of Percent41.0% Count41 - Preparing the city for the coming

No,Yes, not it atdoes all 44.0%8.0% 448 trends SurveyMonkey - Survey Results http://surveymonkey.com/MySurvey_Responses.aspx?sm=dfgi%2fYG%2b9GVlhC6g9sOk... NotKind sure of 41.0%7.0% 417 - Thinking green

No, not at all answered question44.0% 10044 - Making conservative predictions: 6. Would you use public transportation to benefit the environment? Not sure skipped question7.0% 07 Thousands of new jobs in the Response Response answered questionPercent Count100 “benefit zone”

Yes, I would like to help the skipped question 0 30.0% 30 environment. 1 million people visit the city from Yes, but only if it was 3 of 4 59.0% 4/15/0859 12:13 AM convenient/cheap. outside every year.

No, I would ride it anyway... the 152,000 sq feet of vacant retail space environment doesn't have anything 9.0% 9 35 Acres of underutilized space 3 of 4 to do with it. 4/15/08 12:13 AM

No, I would not ride public 2.0% 2 transportation.

answered question 100

skipped question 0 22 23

4 of 4 4/15/08 12:13 AM Notes from Columbus Streetcar Working Group Notes on Transportation Findings from the People Observation on the Streets of Zürich

Benefit Zone- 80% goal Greater Community- 20% goal Zigzag line represents no-car zone. Cars must stop when tram is Charge on paid off-street parking at 4% $1.1 million MORCP- Annual Payments from 2010-2019 $2 million approaching so passengers have a safe Osu Contributions $.5 million Advertising and short term naming rights $ .1 million area to board the tram. Charge of paid admissions $3.8 million Federal formula funds $.1 million Fares (average $1 per ride) $.7 million Rate increase on meter parking $.8 million Existing meter parking revenues $3.6 million Total Benefit Zone $ 10.5 million Total Greater Community $2.2 million

24 25 Notes on Transportation Observation on the Streets of Zürich

Buttons are marked on trams with lights.

Press to open the doors.

Coins operate the ticket booth by each tram shop, with codes to specific places if a day ticket does not suffice.

26 Secondary Research Proposed Plans for the Streetcar Findings from the People Once Removed Columbus Streetcar - Economic Impact Study

Secondary research will include market • 6,400 -7,200 rides per day after OHIO STATE UNIVERSITY CAMPUS OSU GATEWAY research, ethnography study, historical five years ELEVENTH AVE. TENTH AVE.

NINTH AVE. background collection, cartography study, • 3,000 jobs downtown - $2.7 million in EIGHTH AVE. 1 Columbus and data collection. income tax collections KING AVE. Streetcar Map 2 Government/Business • 1,500 additional housing units 1. Nationwide Headquarters 2. City Hall VICTORIAN ITALIAN VILLAGE 3. Rhodes Tower VILLAGE 4. Ohio Statehouse • 90,000 additional convention visitors 5. Huntington Center 6. Riffe Center 3 7. New Courthouse spending $52.8 million over five years 8. County Offices Attractions/Destinations 1. Kroger 4 2. The Jackson • 300 new hotel rooms 3. The Dakota 4. Bollinger Tower

RK 5. Cap at Union Station 6. North Market • $674-$764 million in economic 7. Greater Columbus Convention Center GOODALE PA GOODALE 5 8. Nationwide Arena 9. Huntington Ball Park impact after five years 10. Lifestyle Communities Pavilion 1 11. Palace Theatre 12. Veterans Memorial 6 13. Santa Maria 14. COSI 7 15. Ohio Theatre 9 16. City Center 10 8 2 3 17. Miranova 18. Cultural Arts Center 1 4 5 19. Southern Theatre 20. Main Public Library 1 21. Columbus Museum of Art 6 Hotels 1. Hampton Inn 2. Hyatt Regency 3. Drury Inn N O 7 R T 2 4. Crowne Plaza H B A 8 5. Red Roof Inn N K 21

12 13 P 6. Courtyard Marriott A 2 11 3 R K 7. Residence Inn

8. Renaissance 4

5 9. Doubletree S

I O 6 20 10. Hyatt on Cap Square

14 O 11. Holiday Inn

M 9 12. Westin I 10

L 15

E 11 16 Education 1. Columbus State Community College 7 3 2. Columbus College of Art & Design 17 18 12 19 3. Franklin University 4. New Columbus High School

8 4 Proposed Routes

Red Line Green Line Blue Line

FRANKFORT ST.

= Approximately 10 Minute Walk N

28 29 Typography Studies Names and Marks Type Use in Other Systems Symbols and Logotypes

30 31 Names and Marks Color Studies Symbols and Logotypes Color Use in Other Systems

32 33 News News Transportation Articles Transportation Articles

Many articles summarize the financial AIAColumbus plan for the streetcar, the mayor’s A Chapter of The American Institute of Architects A monthly design journal connecting Central Ohio architects and the community desire to bring the streetcar back, and Columbus Streetcars will provide benefits to the economy the possiblity of them becoming a

72 offices to 3 downtown transit stops, Reconnecting Columbus solving their workforce commuting By Scott Bernstein problem by bringing “jobs to people.” reality. • Arlington, Virginia’s corridor housing Building the Columbus five transit stops produces 33 percent Streetcar now, provides direct of the County’s property tax revenue economic benefits—cost-of- from 7.6 percent of its land, yielding living reduction, new real the lowest tax rate for any northern estate investment leading to Virginia town. area-wide tax stabilization, reduced street wear, and Most Columbus families own two cars, an Some articles are positive, while others improved reputation from annual tab of $11,000, a fifth to a third of amenities that work for every- disposable income for those earning less one. And this is the kind of than $50,000 per year. Residents spend catalyst that’s worth even $3 Billion on getting around, and region- are negative and think the streetcar more than such stand-alone trophies as stadiums, that ally, that figure soars to $7 Billion. helps bring the city and the region together, and in Metropolitan households and businesses time for the city’s Bicentennial in 2012. Here’s why. will spend $300 Billion in the next 30 years. Most of this bleeds out; 20 percent Minding the Gaps is for increasingly pricey and polluting will flop. Columbus is challenged by a new economy, demo- energy, and all of it for short-lived vehi- Streetcars at Broad and High Streets graphic trends, and a legacy of forgotten assets. cles instead of wealth-producing home- Crossing east-to-west yields a sense of disconnection, ownership or job creation. money from highways to transit. Governor Strickland, downtown is anything but pedestrian, alleys are committed to a more urban focus than his predeces- blocked for bus stops, and traffic limits convenience in Helping people lower the cost-of-living and doing sor, can help guide this decision. Ignoring flexibility the name of mobility. High taxes result from regional business is a worthy goal. Maybe there’s no such thing costs the state and its regions dearly as Congress housing oversupply. The I70/71 split prevents sensible as a free lunch, but this may be the gift that keeps on backtracks to pay for its “earmarks” and for shortfalls reconnection, and using central land for highways giving. from people reacting to higher gas prices. Using local keeps this asset untaxed. Business needs to know that sources (flexible state funds, parking fees, naming people can get to work and that each car has a place Today’s Bridge to Tomorrow’s Columbus rights, transit passes that come with your home or job, to park (each space costing $10-$50,000), further Streetcars alone won’t solve Columbus’s challenges. or selling local shares) and fares, no federal approval reducing the tax base, leading to publicly-supported Streetcars work for “last-mile” access, and it will pay to is needed to start groundbreaking. parking. The Strategic Downtown Plan notes the cost ensure direct connections to nearby activity centers to develop a unit of housing exceeds value by such as OSU, the Arena District, and to traditional “vil- In 1920, Williams Jennings Bryan thundered, “The $20,000; the city has helped fund the gap, instead of lages” and such new ones as Jeffrey Place. It will take streetcar is the apostle of democracy!” to a thrilled bridging it by increasing value through better transit better buses, local shopping, car-sharing, regional rail, crowd and he had it right. Recent critiques fail to look and better urban quality. and the “Ohio Hub” to get deeper vehicle reductions. at the evidence. Let’s achieve a world-class Columbus that works for everyone by being more economical Investors know that quality isn’t a cost, but an invest- But invest in streetcars now, and you catalyze these with our community wealth, and less economical with ment that returns dividends. PriceWaterhouseCoopers’ expansions, downtown transformations, and the cir- the truth. survey of managers who invest $350 Billion annually culation needed to keep neighborhoods vibrant and finds their top pick is “mixed-use, transit-oriented growing. You can “boulevard” over the 70/71 split, Scott Bernstein is President of the Center for development,” but only 5 percent goes to mixed-use as Mayor Coleman proposed, as other cities have Neighborhood Technology in Chicago. He co-authored projects, too much money chasing too few deals. done (Milwaukee, Portland, San Francisco, Street Smart: Streetcars and Cities in the 21st Century Philadelphia and New York) and are planning (2006, www.reconnectingamerica.org and can be Columbus is not a recommended pick, but it could be. (Cleveland, Seattle, Buffalo, Grand Rapids), among reached at [email protected]. And the easiest way to get on the path is to proceed other signature re-designs. And you’ll learn how to with the Columbus Streetcar. build out the bigger asset that’s needed. For the full article visit www.aiacolumbus.org.

What’s the Business Case for Proceeding Many believe that Consider recent experience— streetcars need fed- Join us for three community design forums to generate discussion about • Kenosha built a $6.2 million streetcar to link eral help, but consid- multimodal transit facilities and possible solutions for central Ohio. The reclaimed lakefront to their downtown, resulting in er—the President results of these community charrettes will help form an international $150 million invested nearby. signed a bill slashing Visons for Intersections competition of design ideas at these sites to be held this spring. • Little Rock’s $19.6 million streetcar to the Clinton funding this week; Presidential Library captured $200 million in project screening is Community Charrette 1 Community Charrette 2 Community Charrette 3 SURBURBAN CONNECTOR: URBAN NEIGHBORHOOD: CENTRAL HUB: investment; biased against urban LINWORTH FAIRGROUNDS/OSU CAMPUS DOWNTOWN • Portland Oregon’s initial (2001) $55.2 million system development, and connecting the Pearl District to downtown gathered federal requirements Sunday, March 4, 2007 Tuesday, March 6, 2007 Monday, March 12, 2007 $1.05 Billion, and its new South Waterfront add years to project 2:30 to 5:00PM 6:00 to 8:00PM 5:00 to 7:30PM extension, another $17.8 million, for additional completion. investments worth $1.35 billion. Lord of Life Lutheran Church Martin Janis Senior Center Arena Grand Theater • Grand Rapids’ civic and elected leaders, needing to Streetcars use cre- 2480 W. Dublin Granville Rd. 600 East 11th Avenue 175 W. Nationwide Blvd. attract a young workforce raised money to make ative financing. Columbus, Ohio 43235 Columbus, Ohio 43211 Columbus, Ohio 43215 Grand Rapids “cool,” is planning for new streetcars ODOT, whose federal Look for these events as well as other programs and activities at: to meet these goals. funds are block www.aiacolumbus.org • Atlanta’s Bell South relocated 10,000 workers from AIAColumbus grants, can shift A Chapter of The American Institute of Architects 21 West Broad St., #200 • Columbus, OH 43215 • 614-469-1973

For more information visit our website at www.aiacolumbus.org or call 614.469.1973.

Special Advertising Feature

34 35 News News Transportation Articles Transportation Articles

36 37 News News Transportation Articles Transportation Articles

38 39 News News Transportation Articles Transportation Articles

40 41 18

The ZVV’s success factors

The ZVV copes with around 35% of the commuter volume, and even its share in travel for leisure and shopping is an appreciable 22%. It is the following five factors that make the essential contribution to these felicitous results:

One ticket for everything The main message lodged in the minds of the ZVV’s customers is “one ticket for everything”. The ZVV has divided its overall territory into 45 zones. Passengers buy tickets either for just one zone or for several zones and, within the territorial validity, they can use all the available public-transport services, regardless of whether they are by rail, tram, bus or boat. It took a very considerable time for this system, which worked perfectly within the borders of Canton Zurich, to be extended to services into the neighbouring cantons. It used to be the case that inbound commuters coming to Zurich had to buy as many as three tickets. That was contrary to the reality of life in the Greater Zurich region and also to the whole concept of integrated public transport. It led to the development of a new season ticket called the Z-Pass, with the participation of the ZVV, the tariff communities of the neighbouring cantons of News Websites Transportation Articles Transportation Online here are more questions than answers the Franklin County Courthouse on Coleman would like them in time for The VBZ, ZVV, and SBB sites are very Kilometres travelled by commuters each right now about the plan to bring the south end of Downtown to 12th the city’s bicentennial in 2012, but that’s FEUERTHALEN helpful in figuring out the ins and outs of day: streetcars back to Columbus, even Avenue on the campus of Ohio State ambitious. Portland, Ore., took two FLURLINGEN16 Swiss transportation. They have many SCHLOSS LAUFEN A. RH. among the people pitching the idea. University. years and two months to build its first DACHSEN links to information about the system streetcar line, which began running in of transportation including pictures of 2% RHEINAU 6% STAMMHEIM After the City Council balked earlier • It would cost $103 million -- $11.4 2001. Nine years of planning came first, MARTHALEN trams, maps, timetables, explainations Miscellaneous though. OSSINGEN 62 34% On foot this month at approving $2 million to million annually for the next 25 years, of using theOBERSTAMM- system, and more. design a system its members haven’t including interest -- to lay the tracks, Isn’t $103 million a little expensive? 15 61 HEIM Public transport or by bicycle OBERNEUNFORN WIL ZH RAFZ yet approved, Mayor Michael B. build the stops, buy the trains and get HÜNTWANGEN KLEINANDELFINGEN 14 ANDELFINGEN Coleman acknowledged “Our public them running. For 5.6 miles of trackWASTERKINGEN -- there wouldHÜNTWANGEN- RÜDLINGEN WIL 24 60 FLAACH THALHEIM-ALTIKON KAISERSTUHL AG BUCHBERG needs more information.” be one 2.8-mile set running 13in each ALTIKON HENGGART ZWEIDLEN ELLIKON • The money to pay for it all would direction -- the cost of getting a EGLISAU DINHARD AN DER THUR TEUFEN 63 GLATTFELDEN HETTLINGEN A funding proposal, he has said, is “ come mostly from workers and visitors streetcar line18 up and running comes out SEUZACH RICKENBACH-ATTIKON STADEL NEFTENBACH REUTLINGEN GUNDETSWIL a financial scenario, not the financial within a three-block zone on either to $290.29 per inch. TheBEI NIEDERGLATT cost includesBÜLACH 23 WALLRÜTI scenario” -- meaning it’s all subject to side of the line, including large portions the trains, a maintenanceBACHS facility and WIESENDANGEN EMBRACH- PFUNGEN- OBERWINTERTHUR ELSAU HÖRI RORBAS NEFTENBACH ELGG change. of Downtown, the Arena District, the shelters.NIEDERWENINGENNIEDERWENINGENDORF InSCHÖFFLISDORF- Cincinnati, a proposed GRÜZE OBERWENINGEN 12 WÜLFLINGEN STEINMAUR WINTERTHUR RÄTERSCHEN SCHOTTIKON NIEDERGLATT OBEREMBRACH TÖSS Short North and the University District. 4-mile loopSCHLEINIKON has been estimated at $102 SEEN ELGG DIELSDORF * EIDBERG 64 REGENSBERG NIEDERHASLI BRÜTTEN After two years of study by consultants million. 20 SCHLATT BEI 58% 17 ZÜRICH SENNHOF-KYBURG BOPPELSEN FLUGHAFEN 21 WINTERTHUR KLOTEN and community members, here’s what But there are still a lot of unknowns. The BUCHS- KOLLBRUNN Moped/motorbike/motorcar/school DÄLLIKON NÜRENSDORF KYBURG OTELFINGEN OBERGLATT RÄMISMÜHLE- RÜMLANG KEMPTTHAL ZELL we do know: Dispatch posed the most frequently TURBENTHAL RIETHOLZ 11 BALSBERG RIKON bus or company bus HÜTTIKON GLATTBRUGG WEISSLINGEN asked questions to city officials, REGENSDORF- BASSERSDORF OETWIL AN WATT AFFOLTERN OPFIKON DIETLIKON SITZBERG DER LIMMAT 22 70 71 • Modern, electric-powered trains consultants, experts and others: WALLISELLEN WILDBERG SPREITENBACH SEEBACH WILA SHOPPING CENTER GEROLDSWIL EFFRETIKON ILLNAU UNTERENGSTRINGEN * would run along High Street from When would streetcars start running? DIETIKON 10 OERLIKON 84 SCHLIEREN ALTSTETTEN 21 VOLKETSWIL 35 STELZENACKER WIPKINGEN DÜBENDORF RUSSIKON SALAND STERNENBERG GLANZENBERG HARDBRÜCKE STETTBACH FEHRALTORF BERGDIETIKON URDORF ZÜRICHHB 30 HITTNAU WIEDIKON SCHWERZENBACH ZH REPPISCHHOF SELNAU BAUMA STADELHOFEN NÄNIKON-GREIFENSEE UITIKON 42 43 WEIHERMATT FÄLLANDEN WALDEGG PFÄFFIKON ZH GIESSHÜBEL BIRMENSDORF ZH ENGE REHALP 31 STEG TIEFENBRUNNEN USTER UETLIBERG ZOLLIKERBERG 72 ZOLLIKON AATHAL BÄRETSWIL 54 WOLLISHOFEN 30 KEMPTEN FISCHENTHAL ZUMIKON MAUR BONSTETTEN- LEIMBACH GOLDBACH WETTSWIL 40 73 KILCHBERG WETZIKON KÜSNACHT FORCH GOSSAU ZH RINGWIL GIBSWIL MÖNCHALTORF OBERLUNKHOFEN SOOD- ZH ERLENBACH ZH OBERLEIMBACH WINKEL EGG RÜSCHLIKON AM ZÜRICHSEE 32 HINWIL 55 ADLISWIL HEDINGEN 50 HERRLIBERG- 33 SIHLAU FELDMEILEN ESSLINGEN 34 THALWIL GRÜNINGEN OBERDÜRNTEN OTTENBACH WILDPARK-HÖFLI BUBIKON 41 42 WALD FALTIGBERG AFFOLTERN LANGNAU-GATTIKON MEILEN OETWIL OBERRIEDEN UETIKON 43 TANN-DÜRNTEN AM ALBIS OBERRIEDEN DORF AM SEE HORGEN HOMBRECHTIKON OBFELDEN AEUGST HORGEN OBERDORF MÄNNEDORF 33 RÜTI ZH AM ALBIS SIHLBRUGG KEMPRATEN 56 AU ZH METTMENSTETTEN HAUSEN 51 AM ALBIS STÄFA UERIKON FELDBACH JONA 80 WAGEN MASCHWANDEN WÄDENSWIL KNONAU KAPPEL 52 RAPPERSWIL BLUMENAU AM ALBIS HURDEN HIRZEL 83 BURGHALDEN RICHTERSWILBÄCH FREIENBACH 82 PFÄFFIKON 53 GRÜNENFELD FREIENBACH SCHÖNENBERG ZH WOLLERAU SAMSTAGERN SZ

SOB HÜTTEN SCHINDELLEGI- 81 FEUSISBERG

The ZVV’s zone system Websites Transportation Online

44 Name Defining the Tram

Like: Not: Possibilities: Pulse Streetcar The Rail Heart beat of Trolley Columbus Streetcar-CS Columbus Old timey Columbus Tram- CT Smart Kitschy Columbus Transportation Line- CTL Fast Columbus Transportation Tram- CTT New Columbus Metro- CM Dependable Columbus Metro Tram- CMT Central Tram Columbus- TC Mobility Clear Tram Transportation Columbus Streetcar Society- CSS Streetcar Columbus- SC CRS: Columbus Rail System Seerail CTA-Central Tram Authority Columbus Central Rail Circle Down Greenrail Greyrail DTC- Downtown Columbus CRT- Central Rail Transit Metro Rail Transist C-Tram

46 Brand Vision Mood Company Statement Initial Look and Feel

C�Rail: Central Rail System is a company that cares about Columbus.

C�Rail cares about the well being of the city and the residents that live in it. The company aims to revolutionize Columbus transportation and bring the city into the new generation of economic development and productivity.

C�Rail values the customer’s experience using public transportation and the impact it makes on their daily lives. They care about keeping the streets clean, organized and traffice flowing smoothly.

48 49 Mood Target Customer Initial Look and Feel The Ideal Demographic

While trying to satisfy all of greater Columbus, C�Rail is especially concerned with promoting ridership among the young professionals of Columbus who have recently graduated from school. Mayor Coleman thinks it is important to keep these valuable graduates from leaving the city. In addition to the young professionals, C�Rail also is working for the following people:

51,000 residents – in downtown, Italian and Victorian Village, University area

141,000 workers at 6,000 businesses in downtown, along High St up to campus

2.3 million – attend conventions/ meetings at convention center in 2007

50,000+ students at OSU

50 51 Visual Mood Mood Strategy Overview The Spirit of C�Rail Core Attributes

The following images represent the The following are some core mood that C�Rail aspires to fulfill. attributes of C�Rail to help the brand Brand standards must be kept align with communicate the right message with photographic images used throughout the right mood. C�Rail materials in order to maintain a clean and smart representation. Clean- C�Rail is a green company. Honest- C�Rail is an upstanding By providing alternate means of company that values the trust of its transportation and keeping a watch customers. on resources, C�Rail hopes to keep environmental concerns like pollution, Fast- Using the tram is quick and global warming and consumption to a convenient. It takes you where you minimum need to go on time and in style.

Smart- Using the rails makes sense. Competitive- C�Rail is a strong It is more affordable than a car and combative within the transportation makes it easier to get down town realm. It is a force to be reckoned without paying huge parking fees and with and is to be taken as a serious worrying about a car. alternative to cars.

Friendly- C�Rail is careful and concerned for all its customers.

52 53 Positioning Framework Core Attributes

Clean Smart Environmental Adaptable Organized Modern

Friendly Honest Reliable takes you there Reputable Attentive Trustworthy

Fast Competitive Convenient Fierce Express Strong

54 C�Rail Mark Development C�Rail Mark Development Sketches and Development Sketches and Development

The C�Rail mark developed from complex train rails to extremely simple shapes until it morphed into the straight forward mark it is today. Visually based around the arrow, C�Rail is meant to be a catchy nickname for the Central Rail System.

56 57 C�Rail Mark Development Sketches and Development

Set in Verlag type, the mark has been fit to work with the custom �C symbol that points Columbus in the right direction. The arrow rests in the middle of the ‘C’ acting as a hyphen between ‘C’ and ‘Rail’. It carefully aligns with the round edges of the ‘C’ and visually, but not physically touches the ‘R’ in ‘Rail’.

58 C�Rail Mark Color Usage Visual Mark Overview Color preferences for Mark

The C�Rail mark acts as an emblem The C�Rail Mark is a one color mark. It of modern transportation. Bold can be displayed in three colors. lettering and a forward arrow push the C�Rail logo to be a mark recognized • C�Rail Pantone 286 Blue as the sign of safe, reliant and fast • 100% Black transportation. The weight of the mark • 100% White represents stability of the C�Rail brand while the C and arrow interacts to If the Mark cannot be displayed in form a symbol pointing to the future. either the C�Rail blue or 100% black Citizens of Columbus are on the move then it must be reversed to white and and C�Rail is out to prove it. set on a C�Rail brand color.

C�Rail blue: 95 Cyan 68 Magenta 2 Yellow 0 Black

60 61 Mark Reproduction Compact Logo Materials, proportions, alternatives Special Application of Mark

The C�Rail logo may also be In some cases the C�Rail mark is embossed, engraved, or printed in allowed to be broken up and just the metallic inks of silver, black or blue. C� can be applied. Caution should be exercised when using this form in The spacing around C�Rail must special circumstances. always be equal to the height of the arrow inside the C. See example for the defined space limits.

Text Alternatives: C�Rail C-Rail

If the logo cannot be set into text, it should be written as C�Rail in body copy of Verlag. The arrow symbol should be used when available and kerned inside of the C while almost but not touching the R. If the arrow symbol is not available, a hyphen may be used between C and Rail to separate them.

62 63 Unacceptable Logo Usage Examples of Incorrect Marks

Incorrect spacing around C�Rail If the C�Rail should always be used at 100% width and height. The mark is not to be stretched, distorted, discolored, or altered beyond the guidlines of this brand manual.

Incorrect Color Usage

Distorted Mark

Mark should not be screened

64 Type and Color Studies Type Studies Typography and color Visual Identity Development

Chosen for its legibility in distance and versatile weight range, Verlag stands as the official typeface for �C Rail. As a modern sans serif, Verlag sets itself apart from other signage around Columbus by offering a spice of typography not yet seen.

66 67 Color Studies C�Rail Typeface Visual Identity Development “Verlag, the affable Modernist.”

The second blue eventually had to From out of the six typefaces originally From the rationalist geometric designs be dropped from the color palette created for the Guggenheim Museum of the Bauhaus school, such as Futura because it did not contrast enough comes Verlag, a family of 30 sans (1927) and Erbar (1929), Verlag gets its from the C�Rail blue. serifs that brings a welcome eloquence crispness and its meticulous planning. to the can-do sensibility of pre-war Verlag’s “fairminded” quality is rooted Modernism. in the newsier sans serifs designed for linecasting machines, such as Ludlow Originally envisioned as a riff on Tempo and Intertype Vogue (both the Guggenheim’s iconic Art Deco 1930), both staples of the Midwestern lettering, Verlag developed into its own newsroom for much of the century. family of versatile typefaces in order But unlike any of its forbears, Verlag to suit the needs of a modern identity includes a comprehensive and complete program. Because the fonts would range of styles: five weights, each in ultimately represent a range of individual three different widths, each including artistic voices — from Cézanne to the often-neglected companion italic. Kandinsky to Matthew Barney — Verlag was carefully planned so that its distinct -Hoefler & Frere-Jones personality would be checked by a sense of objectivity.

68 69 C�Rail Typeface Verlag Type weights

70 C�Rail Color Palette Color Guide Rail Colors Pantone and CMYK

The color palette of the C�Rail lines Pantone 286 Pantone 109 Pantone 1375 has been chosen to provide a wide 95 Cyan 0 Cyan 0 Cyan range of colors for tram application. 68 Magenta 10 Magenta 40 Magenta The colors selected had to be distinct 2 Yellow 100 Yellow 90 Yellow from one another in order to separate 0 Black 0 Black 0 Black the tram lines visually. While the brand colors may be used for more than one tram in the system, the tram lines are Pantone 355 Pantone 252 Pantone 1788 organized in a manner so that route 84 Cyan 24 Cyan 0 Cyan colors never overlap on the map. 4 Magenta 56 Magenta 84 Magenta 98 Yellow 0 Yellow 88 Yellow 0 Black 0 Black 0 Black

Pantone 266 Pantone 731 79 Cyan 33 Cyan 90 Magenta 68 Magenta 0 Yellow 100 Yellow 0 Black 29 Black

72 73 Color Usage Color patterns and unacceptable usage

Brand colors are not to be tinted or shaded from the preset Pantone values. Colors are to remain solid in all sign and tram applications. Color patterns are applicable in some print and corporate materials

Brand Patterns

74 Tram Line Categorization Tram Line Categorization Numeral System Explorations

C�Rail lines are set up with numeral designations for tram lines.

Trams heading North and South typically have odd numbers, starting with Tram 1 that runs along High Street. Routes running East and West have even numbers. Tram 270 travels in a circle much like the highway, with A B LM connecting trams bringing citizens from the many suburbs of Columbus to the heart of the city by rail.

Tram numbers increase as the routes around the city expand and never repeat to avoid confusion among customers. T XZP

76 77 Tram Line Categorization Explorations 1 12 814 12 6113

78 Tram Vehicle Signage Tram Vehicle Signage Organization of Visual Information on Vehicles Front Vehicle

It’s important to show a strong Information on the front of trams gives presence of the C�Rail brand on tram a visual heirarchy to the tram number vehicles in order to help the public and the C�Rail mark to let passengers understand more about the rail cars know which line is coming and also and their new place in Columbus to reinforce the branding of the rail Transportation. Passengers need to company in its early stages. 1 know what C�Rail is and understand how to use it if the trams are to be of any service. Visual information has 2 3 been organized in a way to make it 7 helpful and straight forward.

4 5 8

80 81 Tram Vehicle Signage Side Vehicle

Tram informatiion on the side of type along with a list of important C�Rail vehicles is relatively simple in stations along the route that inform order to remain clear to passengers. passengers what direction the tram is headed to and where it will be stopping. The C�Rail mark is repeated again Lastly, the C� mark is turned on it’s side above passenger entry doors at the and used as an arrow to grab attention front and back end of the carrier. to the tram and visually push the tram Route numbers are displayed in large in a forward direction.

1 Lane 5th Goodale Broad Livingston

1 Lane 5th Goodale Broad Livingston 1 Lane 5th Goodale Broad Livingston

82 Tram Station Signage Sign Sketches Overview of Sign Components Signage Development

The station sign is the most important Core Sign Components: part of a tram stop. It displays all Name of Stop information relevant to the user that Map will help them determine where they Route are located, where they are headed, Schedule how long it will take, how much it will Purchase Point cost, and how to pay for it. Live Information

84 85 Sign Sketches Tram Station Signage Signage Development Individual Stop Names

Each station is marked with the name of the stop to help the user identify where they are. With a unique name, each stop has its own place on the route and its own schedules. Travelers can pick whatever stop they want to be their starting point and find out where to go from there. Broad Street

86 87 Tram Station Signage Tram Station Signage Maps Detailed Routes

Maps will be provided at every tram Complete routes are listed for all stop to help the user orient themselves the tram lines that run to a particular to the city. With a map, travelers station along with times marking how can see where the tram lines go and long it takes the tram to get from connections are made, making it easier one stop to the next. By providing to get to their correct destination. A complete route stops, C�Rail aims to complete map with all tram routes will help customers plan their rides with as be available at the C�Rail main office much ease as possible. and all sub offices.

88 89 Tram Station Signage Tram Station Signage Complete Schedules Purchase Points

Complete schedules are available on Tickets for the tram may be purchased Schedule times: signs at every tram stop. Whenever by cash or credit at each station. a person arrives at a tram stop, they By purchasing fares at the station, Hour Monday-Friday Saturday Sunday 5 21 28 46 28 46 46 are able to easily figure out when the departure time of the tram is greatly 6 03 12 31 48 56 31 56 12 31 56 next tram is coming. Schedules are increased. Passengers may enter at 7 05 14 19 25 33 42 51 59 14 19 33 51 59 14 19 33 42 59 also available online for customers to any door on the tram and take their 8 03 12 17 23 31 39 48 56 03 17 23 39 56 12 17 31 39 56 see and print out for their own records. seat immediately. 9 02 09 15 21 28 37 46 54 02 15 28 46 54 02 15 21 37 54 10 03 12 17 23 31 39 48 56 03 12 23 39 48 56 03 12 23 39 56 In order to cut down on printing costs 11 05 14 19 25 33 42 51 59 05 19 25 42 59 05 19 33 42 59 and wasted resources, C�Rail does not 12 03 17 23 31 39 48 56 03 17 31 39 56 03 23 39 48 56 supply printed schedules on any of its 1 02 09 15 21 28 37 46 54 09 21 37 46 54 09 15 21 28 46 2 03 12 17 23 39 48 56 03 12 23 39 56 03 17 23 39 56 trams. Customers without access to 3 05 14 19 25 33 42 51 59 14 19 33 51 59 05 14 19 25 51 the internet who wish to obtain a hard 4 03 12 23 31 39 48 56 03 23 39 48 56 03 12 31 39 48 56 copy of their schedule may stop by the 5 02 09 15 21 28 37 46 54 02 15 21 37 54 09 21 28 37 54 C�Rail main office and all sub offices broad street 1.00 1 2 3 6 03 12 17 23 31 39 48 56 03 17 23 39 48 56 12 17 23 31 48 56 7 05 14 19 25 33 42 51 59 14 19 25 42 59 14 25 33 42 59 to have specific schedules printed out 8 03 12 17 23 31 48 56 03 12 23 31 48 56 03 17 23 48 56 for a small cost. 4 5 6 9 02 09 15 21 28 37 46 54 02 09 21 28 46 02 21 28 54 10 03 12 17 31 39 56 03 17 39 56 03 17 31 56 11 05 19 33 42 59 05 19 33 42 59 05 19 42 59 7 8 9 12 12 23 31 48 12 23 31 48 12 31 48 1 19 42 59 19 42 59 19 enter 0 back 2 17 17

90 91 Tram Station Signage Live Information

In addition to schedules at stations, a news ticker shows live information on the location of trams and time until arrival. Traffic accidents and route change information is also available from the ticker.

#7 at 15th and high, arrives at 11:23. #11 at Lane and high...

92 Elements of a Tram Stop Branding a Tram Stop Going beyond the Sign The C�Rail Stop

C�Rail is transportation system for the Tram stops are color coordinated Station supports are brushed metal, Fully equipped tram stations people of Columbus. It pays attention with grey and blue, leaving the C�Rail unpainted to avoid chipping in the incorporate the C�Rail sign into the to detail, and when it comes to the logo to stand out as the largest white future. The display areas in the inside shelter and bench area. The back of tram stop, C�Rail doesn’t just stop at element at the stop. C�Rail is 1” thick, of the stop are a light grey set up to the C�Rail sign is generally an area for the sign. By paying attention to user made out of plastic, coated to be display various advertisements. The large advertisements. Trash receptacles experience and listening to what the reflective, and is held up with wiring to sign, seats, and station roof are all set are square bases with concrete and customer wants, C�Rail makes an minimize attention to the floating �‘ ’ to C�Rail blue. glass tiles featuring mosaic artwork effort to offer benches, overhead cover and dot on the ‘i’. produced by local artists. and trash receptacles at all of its stops.

94 95 Elements of a Tram Stop Standard Tram Situations and Alternatives

If C�Rail stops have no area to construct an overhead station, benches and trash receptacles will still be provided. C�Rail is a strong believer of providing maximum comfort for the rider and in doing its part to help the environment stay clean.

96 Map Coverage Proposed Routes for C�Rail

C�Rail aims to provide coverage In the coming years, C�Rail plans to across the entire area of greater expand the High Street route through Columbus. To start the rail system German Village and add additional and gain more public support, C�Rail routes around the city. Tram 270, is beginning with Tram 1 that will run which travels in a circle much like along High Street from Lane to Fulton, the highway, will have several lines stopping just before German Village connecting passengers to central to avoid construction on the highways Columbus. Working with Amtrak, in the time ahead. C�Rail hopes to develop an intercity rail system connecting major towns in Ohio together.

98 Corporate Print Materials Corporate Print Materials Overview Iterations

Corporate print materials are mainly to be used within the C�Rail offices. However, all contact with customers to send notices of fines, �C Rail cards and newsletters will be issued through CentralC al Rail System corporate letterhead and envelopes.

Kathrin Hecki-TanHecki-Ta 000 High Street Graphic Designer Columbus,olumbus, Ohio 43215 [email protected]@centralrailsyste Tel- 614-768-3045 www.centralrailcolumbus.comcentralrailcolumbu FFax-614-768-3046ax-614-768-3046

Central Rail System

Kathrin Hecki-Tan 000 High Street Graphic Designer Columbus, Ohio 43215 [email protected] Tel- 614-768-3045 www.centralrailcolumbus.com Fax-614-768-3046

100 101 Corporate Print Materials Corporate Print Materials Iterations Corporate Letterhead

The format shown here is meant If additional pages are needed, the text to help unify all C�Rail Group should continue one inch from the top. communication and reinforce the The format here is typeset in Verlag C�Rail Visual Identity System. Light in 12pt with 2pts leading. There should be no hyphenations in the text. All text has a one and a quarter inch left margin, a one inch right margin and is flushed left. Begin the letter two inches from the top, with the date, followed by one line space, then the address, another line space, then the salutation. The maximum line length should not exceed six and a quarter inches and the body should not go lower than 1 inch from the bottom of Central Rail System the page. Paragraphs are indicated by one line space, with no indentation. Kathrin Hecki-Tan Graphic Designer After the complementary close, allow [email protected] www.centralrailcolumbus.com four line spaces for the signature. 000 High Street Columbus, Ohio 43215 Tel- 614-768-3045 Fax-614-768-3046

102 103 Corporate Print Materials Corporate Business Cards

Business cards for C�Rail are plain and elegant. C�Rail isn’t putting on any show for people. The company is straight forward and honest and the business cards reflect this.

The cards are printed offset with Pantone 286 spot color. C�Rail is lightly embossed to show through the band between ‘Central Rail System’ and the contact info beneath it.

Central Rail System

Kathrin Hecki-Tan 000 High Street Graphic Designer Columbus, Ohio 43215 [email protected] Tel- 614-768-3045 www.centralrailcolumbus.com Fax-614-768-3046

104 Public Print Materials Public Print Materials Overview Iterations

It is the goal of print materials to strongly represent the C�Rail mark. Public print materials consist of tickets, metro cards, schedules, maps, newsletters, and various advertisements around the city.

106 107 Public Print Materials Public Print Materials Iterations C�Rail tickets

T ickets are printed from each tram the tram instead of taking time to stop on to preprinted C�Rail paper purchase tickets on board or wait with security features. A pattern of behind other passengers purchasing Central Rail System lines and the C�Rail mark are used before the tram takes off from the DAY- 7.14.08 TIME- 12:30PM to prevent counterfeiting as well station. Ticket inspectors do not Greater Columbus Map as reinforce the C�Rail brand with work on every tram all the time, but Experience Experience Columbus Columbus the mark. ‘Central Rail System’ is instead make random inspections. DAY TICKET Visitor Center Visitor Center Easton Town Easton Town displayed in large type along the top of Anyone caught without a ticket is Center Center the ticket as well as the C� mark on its subject to an $80 fine the first time. Broad and High own in the lower right hand corner. Second time offenders have $150 Zone 1 fines and third time offenders are Ticket information printed at the time subject to jail time. Not transferable of purchase includes the date, time, Please retain ticket for inspection type of ticket, name of stop, and what Backs of tickets have the C�Rail YOU ARE HERE YOU ARE HERE DOWNTOWN DOWNTOWN zone the ticket provides travel in. pattern continued, a large C� over

Once purchased, all tickets are non the whole ticket and a ‘Thank you Thank you for riding transferable. Tickets must be retained for riding C�Rail’ continuing down by the holder for inspection on trams. the ticket. Thank you for riding By using the tram inspection mode of checking for tickets, the customer Greater Columbus Map is able to make a quick entry onto Thank you for riding

108 109 Public Print Materials Public Print Materials Transit Metro Cards Tram Schedules and Map

The C�Rail card is a pass for the Tram schedules available at the C�Rail tram allowing users to purchase a set main office will be printed out from amount of rides for the tram. All users the online materials in order to keep have to do is swipe their card at a environmental waste down. purchase point to print out a ticket of their choice for the tram. Maps of the city will be available at the main office also. The main map Greater Columbus Map Experience In the future, C�Rail will offer tram will not be available after the first tram Columbus Visitor Center passes that can be renewed both is constructed, but instead will start Easton Town Center monthly and annually. These passes being offered after more lines are built. will have picture ID and allow the user The complete map will show all of to ride on the tram without visiting the the C�Rail lines, a night schedule, and purchase point first. some general locations of interest in the Columbus area.

YOU ARE HERE rd DOWNTOWN ca

110 111 Public Print Materials Advertisements

The C�Rail advertising campaign is geared to be bold and thought provoking. Because the first tram line is set to run along High Street, the campaign is targeted towards young professionals and college students. Ads are meant to be printed in large scale either as posters or billboards around downtown, bus stops, and campus areas.

112 Conclusion Reflecting on Columbus Moves

Columbus Moves was certainly an eye I believe I have gained a better opening experience for me. While I understanding of my local government feel I learned a great deal, this thesis and what it means to truly be a part also revealed a wealth of information of a city and the laws it enacts. It was that I had not calculated going into heartwarming to see citizens voice their a transportation plan. Only now opinion on an issue they cared so deeply can I truly appreciated an excellent for and encouraging to see support for transportation network for what it is the rail car at the public meetings. worth. The amount of engineering, urban planning, development and politics that goes into a tram system is almost too overwhelming. It is easy to see why Columbus has not pushed past the opposition and founded its first tram lines of the 21st century. Rail criticism is hard to conquer. I understand opposition viewpoints and know that trams instituted in cities do not always survive.

114 Acknowledgements Thank you

I would like to thank my thesis Additional thanks to Peter Megert, advisor, Paul Nini, and my committee Ruedi Rüegg, and Felix Rinderer members, Peter Chan and Brian R. for their sage Swiss advice and for Stone for their help with this project pointing me in the right direction. and all my other work at The Ohio State University. Without their And finally, thanks to the OSU Design guidance and advice, I probably would Class of 2008, whom with I could not not know what kerning or plaka is! have completed this thesis without.

116