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West Rail Line Brand Standards RTD Has Created a Unique Identifi Er to Signal the Opening of the West Rail Line

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West Rail Line Brand Standards RTD Has Created a Unique Identifi Er to Signal the Opening of the West Rail Line West Rail Line Brand Standards RTD has created a unique identifi er to signal the opening of the West Rail line. The logo, a modifi ed custom-font “W” in combination with four circles, is meant to convey the distinct geography where the W line runs, the unique populations it serves, the strength of its heritage, and to identify traditional western elements within a modern context through the use of unique linear and circular elements, combined with a modern (teal) and traditional (oxidized copper) color palette. The words directly underneath the logo (Denver, Lakewood, Golden) create an immediate recognition of the area served by the rail line. The four words within the circles (most ideally “RAIL”) are built with fl exibility and meant to change to generate excitement as opening nears. The opening word “RAIL” is meant to convey the exact nature of the service. Variations on this word may include “RIDE, WEST, OPEN” and others as opportunities permit. Logo variations will be created and distributed by RTD. The teal color will be associated with the W line permanently to depict the route the line travels. Logo Versions We have created several versions of the logo to ensure fl exibility in presentation. These include: Full horizontal presentation Modifi ed presentation (without DLG) Logo Usage Unless otherwise authorized, RTD requests use of the “full horizontal presentation” in all references and materials to create an immediate, comprehensive recognition. Logo Colors The “W” logo is created as four color process builds with the following formulas: Brown C=22, M=84, Y=91, K=30 Aqua C=80, M=19, Y=32, K=0 Minimum Size 1” To ensure readability and comprehension, we suggest a minimum logo size of no smaller than a width of 1” by a height of 9/16” (.55”). 9/16” (.55”) Naming conventions denver lakewood golden West Rail Line, West Line, W line These umbrella terms refer to the actual light rail line that extends from the Jefferson County Government Center • Golden Station to the Auraria West Station, continuing on to Union Station, as well as ancillary services (bus enhancements, Call-n-Ride, etc). These names will be used interchangeably during the opening campaign. Once the line is open, the light rail line itself will be known as the W line exclusively on maps, in collateral, and in other materials. 1600 Blake Street, Denver, Colorado 80202 • 303.299.6000 • rtd-denver.com Regional Transportation District Incorrect naming conventions West Rail, W Rail Line, W Rail The name of the West Rail Line should never end with ‘Rail’, and always include ‘Line’. The West Rail Line refers to a broad range of services, not just light rail. West Corridor (or any variation of the above with Corridor) The West Corridor refers to the entire RTD service area in the western region of the metro area. This includes bus, Call-n-Ride, light rail, stations, Park-n-Rides, etc. This phrase is primarily used internally at RTD and specifically when discussing service planning and should not be used in public forums (news articles, print ads, etc.). Incorrect Logo Usage • Do not skew the logo horizontally or vertically • Do not reorder elements of the logo • Do not use alternative colors File Formats We have provided logos in the following formats to enable ease of usage: • JPEG • TIF • EPS W Line Logo Duration This logo has been created by RTD to prepare for the opening of the West Rail Line, including all promotions and celebrations. The logo will be phased out immediately after opening and will fold into the base RTD system service under the RTD logo, and services (rail, Call-n-Ride, etc) will be delineated by their specific service type. Campaign Tag Lines The advertising materials for the opening of the West Rail Line will include several tag lines that will help brand the West Rail Line and raise awareness of the opening date. These tag lines are meant to pay homage to the iconic western culture in a modern way. These phrases will be used in all advertising/marketing materials leading up to the grand opening. Ride West. It’s an adventure. Union Station The adventure begins 4.26.13. Pepsi Center• Elitch Gardens Sports Authority Field at West Rail Line Map Mile High Auraria West Jefferson County Government DENVER Center•Golden Red r x Rocks Oak Perry Kno College arrison Lama Federal G Sheridan Decatur•Federal GOLDEN Center Lakewood•adsworth W LAKEWOOD Questions & Comments If you require additional formats or have questions about specific logo applications, please contact: RTD Brenda Tierney Email: [email protected] Phone: 303.299.2401.
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