Brand Guidelines !
Our Brand
This document is a guide to the branding and style of communication of Icons Of Steam.! To grow our message it is essential that our brand is applied consistently throughout our operation and by those using our engines, so that everyone exposed to our locomotives know who we are.! These guidelines should be followed whenever designing or delivering communications that represent Icons Of Steam and the locomotives we operate. ! Icons Of Steam
Icons Of Steam is a brand of Locomotive Services Limited, created for the purposes of public engagement.!
Locomotive Services Limited
Locomotive Services Ltd. is the operating company responsible for the operation, maintenance and LOCOMOTIVE restoration of locomotives for mainline use. It also SERVICES LIMITED undertakes to operate its own railtours and other public engagement activities through the Icons Of Steam identity.!
Royal Scot Locomotive & General Trust
The Royal Scot Locomotive & General Trust (RSLGT) was formed in 2009 to protect for the ROYAL SCOT long term a representative group of steam LOCOMOTIVE & GENERAL TRUST locomotives capable of hauling passenger trains on both the mainline and on heritage railways. !
Brand clarity
Icons Of Steam is the public brand of Locomotive Services Limited.! When communicating with regard to the operation of our locomotives, only the Icons Of Steam brand should be used.! When engaging with the public, the Icons Of Steam identity should always be used in place of Locomotive Services Ltd.! The Royal Scot Locomotive and General Trust branding should be used in conjunction with the Icons Of Steam identity, regarding locomotives owned by the trust.! Avoid using Locomotive Services Ltd as our identity in communications targeted at the general public. Our logo Silver master titles for use on white backgrounds
! Our logo White master titles for use on black, coloured and photographic backgrounds
! Our logo Master titles and logos with backgrounds overlaying photography Loco glyphs Using our locomotive glyph
!
ICONS OF STEAM
If the glyph is big enough we’d prefer it to feature our logo or website as well Royal Scot Locomotive & General Trust logo
!
ROYAL SCOT LOCOMOTIVE & GENERAL TRUST
Its important to always use this identity whenever promoting a locomotive owned by the trust! Both Icons Of Steam and the Royal Scot Locomotive & General Trust identities should be used together Website Our online presence !
We’d prefer our website address to only be written like this! Always keep the www. and .com, keep everything in lower case and please don’t change the font Using our logos Exclusion zone !
Its best to leave an engine of space between our logo and other elements! With our other logos, leave about a third of the height between them and other elements
30%
30% 30% 30% 30%
30%
We’re being specific here, we’ll be happy with your best approximate Using our logos Minimum sizes !
50mm (150px)
ROYAL SCOT LOCOMOTIVE & GENERAL TRUST
60mm (180px) 60mm (180px)
20mm (80px) 35mm (120px)
Again we’re being particular, so long as the engine is clear and any text is easily readable, we’re good Do nots How not to use our logos !
Please don’t change the elements of our logos Please don’t change the colours of our logos
Icons Of Steam
Please don’t try and recreate our logos Please don’t squash our logos Do nots How not to use our logos !
Please try not put our logos on overly complicated backgrounds where they will become illegible
Please don’t put our logo inside a box or any other shape In writing Conveying our identity in plain text rather than embedding our logo ! Icons Of Steam Icons Of Steam
IconsOfSteam Icons Of Steam
Icons of Steam Icons of Steam
icons of steam Icons Of Steam
www.iconsofsteam.com iconsofsteam.com
Keep things simple and don’t use complex or comical fonts Colours Using colours to convey our message !
Grey! PANTONE - 877 C! Black RGB - 153/153/153! White CMYK - 0/0/0/40! HEX - 999999
Red! Blue! PANTONE - 200 C! PANTONE - 300 C! RGB - 180/15/15! RGB - 20/110/180! CMYK - 0/92/92/29! CMYK - 89/39/0/29! HEX - B50E0E HEX - 146EB5 Typography We’ve tried to keep things simple and flexible ! Museo Sans 500 - Headings Only ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 !@£$%^&*()
Gill Sans Light! ABCDEFGHIJKLMNOPQRSTUVWXYZ! abcdefghijklmnopqrstuvwxyz 1234567890 !@£$%^&*()
Helvetica Neue Light Verdana ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz 1234567890 !@£$%^&*() 1234567890 !@£$%^&*()
These are listed in order of preference, try and stick to them and avoid using bold fonts Formatting Using fonts correctly
Headings should be in non capitalised Museo Sans Headings may also use Gill Sans Light, but don’t mix and match! ! Body text should be in Gill Sans Light!
Or it may be in Helvetica Neue Light
Online and print body text may be in Verdana if other fonts are unavailable ! PLEASE DON’T USE FULL CAPITALISATION ONLY OUR LOGOS USE BLOCK CAPITALS!
Locomotive names like Britannia should be italicised in body text Styling Whats good and bad !
Simple colours and shapes are best, don’t over complicate! Avoid drop shadows, dull borders and high contrast colours Imagery Using simple, elegant and engaging imagery. Remember our engines are our greatest asset
Be imaginative and clever, use computer effects to enhance and not overpower images Imagery Its pretty simple, don’t use images you don’t like
Dull, blurry and uninspiring images are no fun. Be imaginative and creative Our Locomotives !
Locomotives
Here we will cover how to incorporate locomotives into our brand and how to refer to them in a consistent and accurate manner.! Our mainline fleet currently consists of four operational locomotives. A further two engines are operated by preserved railways.! There are currently four engines at various stages of restoration to mainline running condition.! For detailed information on our locomotives and what they are doing visit www.iconsofsteam.com! Whats what? !
The name of the engine! The locomotive or engine The Carriages ‘Braunton’
The name of the train! The locomotive number!
‘Torbay Express’ ‘34046’
The train is everything you see. Its pretty simple really, stick to these and you won’t go wrong Locomotives in titles and headings ! No. 70000 | Britannia No. 70000 - Britannia
We don't like to use italics in titles, it doesn't look too good! We prefer to keep the name and number separate too, with vertical separators not hyphens
Bittern BITTERN
We don't like too many capital letters in our titles! An engines name alone is ok for a title, but please don’t use a number on its own
Do remember that we like some capital letters! Stick with these guides and we’ll be happy with your work Talking about locomotives How to refer to our engines in normal writing. Remember names should be italicised in body text
! No. 70000 seen here today… Train 70000 seen here today…
Britannia seen here today… Britannia seen here today…
Bittern, a steam locomotive… The Bittern, a steam train…
The Talisman was hauled by Bittern… The Talisman steam train…
No. 5029 operated by Icons Of Steam - ! No. 5029 operated by! Locomotive Services Ltd. Locomotive Services Limited
In some cases its ok to refer to us as Icons Of Steam - Locomotive Services Ltd. when people expect to see the latter! Never refer to us solely as Locomotive Services Ltd. though, as this will make it hard for the public to communicate with us Talking about locomotives Getting the technical side of things right
Company Class Number Name
B.R. British Railways Standard Class 7MT No. 70000 Britannia
L.N.E.R. London North Eastern Railway A4 Class No. 4464 Bittern
B.R. British Railways Rebuilt West Country Class No. 34046 Braunton
B.R. British Railways 4073 ‘Castle’ Class No. 5029 Nunney Castle
L.M.S. London Midland & Scottish Railway Royal Scot Class No. 6100 Royal Scot
G.W.R. Great Western Railway 6000 ‘King’ Class No. 6024 King Edward I
S.R. Southern Railway Rebuilt Merchant Navy Class No. 35022 Holland America Line
S.R. Southern Railway Rebuilt Merchant Navy Class No. 35027 Port Line
G.W.R. Great Western Railway 6900 ‘Modified Hall’ Class No. 6960 Raveningham Hall
B.R. British Railways Standard Class 9F No. 92212 ! Locomotive numbers and names can be used on their own or together! The class can be used only with both the number and the name! The company should only be used with all three of the others, class, number and name! Only use the elements in the order prescribed here and in the format given Operational mainline locomotives !
No. 70000! No. 34046! B.R. Standard Class 7MT! B.R. Rebuilt West Country Class! Britannia Braunton
ROYAL SCOT Privately owned LOCOMOTIVE & GENERAL TRUST
No. 4464! No. 5029! L.N.E.R. Gresley A4 Class! G.W.R. 4073 ‘Castle’ Class! Bittern Nunney Castle
Privately owned Privately owned Operational locomotives residing on preserved railways !
No. 92212! No. 6960! B.R. Standard Class 9F! G.W.R. 6900 ‘Modified Hall’ Class! ! Raveningham Hall!
Resides at the! Resides at the! Mid Hants Railway West Somerset Railway
Privately owned Privately owned Locomotives undergoing restoration !
No. 6100! No. 6024! L.M.S. Royal Scot Class! G.W.R. 6000 ‘King’ Class! Royal Scot King Edward I
ROYAL SCOT ROYAL SCOT LOCOMOTIVE & GENERAL TRUST LOCOMOTIVE & GENERAL TRUST
No. 35022! No. 35027! B.R. Rebuild Merchant Navy Class! B.R. Rebuild Merchant Navy Class! Holland America Line Port Line
ROYAL SCOT ROYAL SCOT LOCOMOTIVE & GENERAL TRUST LOCOMOTIVE & GENERAL TRUST In application Endorsing us
The Railtour Company Our Locomotive THE SUMMER SEASIDE EXPRESS SATURDAY 25TH APRIL
No. 70000 | Britannia!
Lorem ipsum dolor sit amet, consectetur adipiscing elit. Ut tortor velit, tincidunt a enim sit amet, tincidunt adipiscing eros. Curabitur blandit sapien id ultricies varius. Nullam ut vestibulum dui. Morbi dapibus condimentum quam, quis gravida turpis molestie vestibulum. Quisque rutrum faucibus eros, sit amet vehicula sem. Pellentesque non leo vestibulum, sollicitudin tellus sagittis, dignissim ante. Donec Steam in luxury to the ante purus, auctor condimentum quam at, auctor rhoncus elit.! Duis ullamcorper nec sem eu blandit. Phasellus malesuada urna vitae est gravida, ac ultrices erat pretium. Suspendisse sollicitudin in magna eu commodo. Donec seaside this summer… non sollicitudin diam. Mauris porta bibendum nisl, id tincidunt nulla congue vel. Etiam rutrum ultricies cursus. Suspendisse consequat, massa in aliquam ornare, sapien tortor egestas tellus, vel sagittis mauris est eget tortor. Proin vitae lacus quis mi cursus dignissim a sed elit. Quisque imperdiet, magna eu lacinia vestibulum, magna tellus pretium mi, in tempus leo orci ac odio. Brand architecture !
No. 6024 | King Edward I
Great Western Wonders
Built in June 1930, King Edward I was one of the largest locomotives built by the GWR and was one of the most powerful locomotives of its day. She spent most of her working life in Plymouth from where she worked the fastest express services to London. Branded clothing ! Legal Copyrights and Trademarks
* * ^ ! Icons Of Steam Locomotive Services Limited Royal Scot Locomotive & General Trust
^ * * No. 70000 Britannia No. 34046 Braunton No. 4464 Bittern
* ^ ^ No. 5029 Nunney Castle No. 6100 Royal Scot No. 6024 King Edward I
^ ^ * No. 35022 Holland America Line No. 35027 Port Line No. 6960 Raveningham Hall
* No. 92212
^ * * ROYAL SCOT LOCOMOTIVE LOCOMOTIVE & GENERAL TRUST SERVICES LIMITED
* * * Copyrights and Trademarks
!
Elements marked * © Locomotive Services Limited 2014!
Elements marked ^ © Royal Scot Locomotive & General Trust 2014! ! The Icons Of Steam Brand Pack contains:!
• Transparent Master Titles (White, Silver)!
• Master Titles with Background (White, Blue, Red)!
• Website Identity (White, Silver)!
• Icons Of Steam A4 Icon (White, Silver)! Files are provided in vector based and bitmap formats!
Always make use of our branding materials when promoting our locomotives! ! Please try and follow these guidelines when doing so and don’t pass of any of our work as your own!
Don’t use our locomotives, their likeness or representation for commercial gain without our permission!
Images in this document are used by kind permission of and are copyright Bob Green, Matt Veale & Geoff Griffiths!
This document is copyright Locomotive Services Limited 2014 - All Rights Reserved