METRO TRANSIT
BRAND IDENTITY
& STYLE GUIDE
last updated 06/06/23
Through our Strategic Plan, we focus on four goals:
We provide
service that is
resilient, reliable,
and easy to use.
We provide
service that is safe,
welcoming, and
comfortable.
We are a great
place to work and
build a career.
We make our
region more
environmentally
sustainable.
c
METRO TRANSIT COLOR STANDARDS
Metro Transit Brand Standards
The brand standards in this guide have been devised to ensure that Metro Transit remains true to its
core values and to the people, products and services the company represents.
Use this information to protect the Metro Transit brand in all applications, in all market segments and
across every geography. Please read these guidelines carefully, implement them faithfully and partner
with Metro Transit Creative Services for support in harnessing this tool to consistently portray the
power of the Metro Transit brand as an important business asset.
A consistent, clear brand identity not only gives us strong recognition among our customers and
potential riders but also presents a professional image that helps the public, stakeholders, business
partners and legislators view Metro Transit as a valuable community asset.
Contact
If you have questions about use of the Metro Transit logo or need help incorporating branding into a
project, contact branding@metrotransit.org.
Specific style guides for signage, vehicle graphics and web are available on MetNet.
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METRO TRANSIT COLOR STANDARDS
Table of Contents
BRAND STRATEGY.......................... 1
IDENTITY ELEMENTS ..................... 2
o
Service Mark ................................... 2
o
Service Mark Usage ......................... 3
o
Metro Transit Logo .......................... 4
o
Color ............................................... 10
o
Icons ...............................................11
o
Typography ....................................12
o
Trademarks ..................................... 13
o
Imagery ..........................................14
BRAND FAMILY ............................. 15
o
Regional Transit Brands .................. 15
o
METRO System ..............................16
o
Go-To Payment System .................21
BRAND USAGE ............................. 22
o
PowerPoint Template .....................23
o
Word Template ............................... 24
o
Other ..............................................25
1
METRO TRANSIT COLOR STANDARDS
Brand Strategy
The Metro Transit brand is one of our most
important business assets.
A strong Metro Transit brand influences preference and loyalty in customers—key for retaining and
building ridership. By managing our brand identity consistently and fluidly, we protect and grow our
ability to build ridership and increase revenue.
The Metro Transit brand experience
Our brand is the sum of our customers’ experiences. This experience is created through our
performance, responsiveness, support and reputation.
By consistently demonstrating a better understanding of our customers’ motivations in our
communications, we make good on our promise to “go beyond the expectations of our
customers to deliver a convenient, comfortable and dependable experience.”
2
METRO TRANSIT COLOR STANDARDS
Identity Elements
Service Mark
What is a service mark?
A service mark (like a trademark) is a word,
phrase, symbol, logo, etc., that identifies one’s
brand of service and distinguishes it from the
services of others.
The Metro Transit brand is what distinguishes
our services from other transportation services.
Why is a service mark so important?
A service mark identifies and protects a
service and must be used continuously and
consistently to maintain its legal standing.
How to use the service mark
To help protect and maintain the Metro Transit
service mark, we ask that you observe the
following guidelines when listing Metro Transit
in any advertising literature, displays and signs,
promotional items or business documents,
correspondence and promotional items.
3
METRO TRANSIT COLOR STANDARDS
Service Mark Usage
Never add an “s” to the Metro Transit name.
Right: Metro Transit offers a
reliable, environmentally sustainable
transportation method.
Wrong: All Metro Transits provide a safe
and secure environment for our customers.
When the Metro Transit brand is used in text, it is always used as two capitalized words,
never abbreviated.
Right: Metro Transit Wrong: Metrotransit, MetroTransit,
metrotransit, metro transit, Metro-Transit,
Met Transit, MT
Any Metro Transit phone number should always be separated with dashes, never with
periods, spaces or brackets.
Right: 612-373-3333 Wrong: (612)373-3333,
612.373.3333, 612 373 3333
The web address in text, the web address is always lowercase and without the “www.”
Right: metrotransit.org Wrong: www.metrotransit.org,
WWW.METROTRANSIT.ORG, www.
MetroTransit.org
Care should be taken to avoid including lengthy URLs in print. If you need to easily direct
a large number of people to a specific page, contact Creative Services who can provide
a shortened URL.
Right: metrotransit.org/register Wrong: https://store.metrotransit.org/
registerfarecard.aspx
4
METRO TRANSIT COLOR STANDARDS
Metro Transit Logo
The Metro Transit logo is the single most
visible symbol of our company. You are
expected to preserve its value as a brand and
trademark with correct and consistent usage.
The logo has been carefully designed for
spacing, proportion, and balance. It is
crucial to maintain these settings. Using our
logo correctly and consistently ensures the
visual impact and overall integrity are not
compromised or diluted.
See “Metro Transit Logo Usage Guidelines” on
page 8 for how to and how not to use the
logo, followed by illustrated examples.
Spacing and proportion settings
Current downloadable logo files are located on metrotransit.org/images
5
METRO TRANSIT COLOR STANDARDS
Primary Logo
2-color Logo
The 2-color logo is the preferred logo
treatment. It uses the colors Transit Blue and
Transit Red (see color codes on the right).
The logo should be reproduced only on
a white or very light background. Use an
approved alternate logo if background
cannot be altered.
Alternate Logos
2-color Logo Alternate
The 2-color logo can be semi-reversed on
darker colors. This logo retains the red “T”
icon, with the rest of the logo reversed
to 100% white.
Use this version only when the background is
dark and cannot be altered.
1-color Logo
The 1-color logo is to be used only when the
2-color logo cannot be used. It can be in 100%
black on a light color or white on a dark color.
Transit Red
PMS 485
CMYK: 0/100/91/0
RGB: 237/27/46
HEX: ED1B2E
Transit Blue
PMS 287
CMYK: 100/72/0/6
RGB: 0/83/160
HEX: 0053A0
Reversed out of 100% Black
with Transit Red icon
100% Black
Reversed out of PMS 287
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METRO TRANSIT COLOR STANDARDS
Spacing and proportion settings
Logo lock-ups
Full logo lock-up
When the full logo needs to be accompanied
with the website URL and/or phone number
on marketing materials, the information can
be stacked below the logo. In this example,
the width of the logo is 1.75” and the contact
information is typeset at 10 pt Avenir 55
Roman in the color Transit Blue.
Circle “T” icon logo lock-up
When there is limited space, the circle “T” icon
with a URL is an accepted use of showing our
logo and URL together.
metrotransit.org
612-373-3333
metrotransit.org
612-373-3333
metrotransit.org
metrotransit.org
7
METRO TRANSIT COLOR STANDARDS
Circle “T” Icon
The Circle “T” is the single most important
icon that represents Metro Transit. It has
become a regionally recognizable symbol for
public transportation in the Twin Cities metro
area—seen on buses, trains, signs, shelters
and facilities.
It is crucial to use the mark correctly and
consistently. This is a stand-alone symbol and
Metro Transit should not appear below it. See
“Metro Transit Logo Usage Guidelines” on
page 8 for additional information.
Approved Uses for Stand Alone Icon
• May tastefully be used as an additional
graphical element on printed materials,
signs or building facades. If possible,
the whole Metro Transit logo must also
be present.
• May use to represent Metro Transit
facilities on a map.
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METRO TRANSIT COLOR STANDARDS
Metro Transit Logo Usage Guidelines
Color Usage
Do not set the logo on a background that
overpowers the logo. A minimum contrast ratio
of 3:1 is recommended to ensure readability
by those with moderate low vision and those
who have color deficiencies. Use an approved
alternate logo if background cannot be altered.
The 2-color logo should be reproduced only
on a white or very light background.
Clear Space
To secure legibility and impact, the Metro
Transit logo should be surrounded by a
minimum percentage of clear space equal to
the x-height of the lowercase letters in the
logo. This area separates the logo from other
elements, such as headlines, text, imagery and
the edge of the document. Too little space
can lead to confusion between the logo and
outside elements, resulting in difficulties with
legibility and communication.
Size
The size of the logo may be changed as
required, provided that its original proportions
are maintained. To preserve legibility, the
Metro Transit logo should never be scaled
smaller than 1.375”. When accompanied by the
tag line, the minimum scale size is 1.75”.
Right
Wrong
x
x
x
1.75" minimum
1.375" minimum
9
METRO TRANSIT COLOR STANDARDS
Acceptable Uses
• Use the appropriate file format for your
specific application (see “Recommended
File Formats” on page 13 for examples).
• Produce the logo from approved
electronic artwork.
• Place logo on a background with
adequate contrast.
Unacceptable Uses
• Condense, expand, or otherwise distort it
beyond its original proportions.
• Attempt to redraw or alter the symbol.
• Change the colors of the logo to anything
non approved.
• Apply other typefaces or alter the typeface
defined for the logotype.
• Use circle “T” icon after or under
“Metro Transit.”
• Use retired tag lines (example: “Hop on.”)
• Place logo on a background without a
sufficient contrast ratio.
Hop on.
MetroTransit
10
METRO TRANSIT COLOR STANDARDS
Color
Primary Brand Color Palette
Color is among the strongest elements of any visual system, providing a recognizable brand cue.
Metro Transit uses a primary palette of three colors—blue, red and yellow—that convey energy
and reliablility.
whiteTransit Red
PMS 485
CMYK: 0/100/91/0
RGB: 237/27/46
HEX: ED1B2E
Transit Blue
PMS 287
CMYK: 100/72/0/6
RGB: 0/83/160
HEX: 0053A0
Transit Gold
PMS 116
CMYK: 0/16/100/0
RGB: 255/210/0
HEX: FFD200
An expanded set of color guidelines are located on the
Creative Services MetNet page (an employee SharePoint site).
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METRO TRANSIT COLOR STANDARDS
Icons
The Metro Transit icon set is used to easily identify our specific services in promotional items, routes
and maps. The color palette guidelines apply when incorporating these into documents and should
never be recreated or modified.
12
METRO TRANSIT COLOR STANDARDS
Typography
Typography is an essential component of
the Metro Transit brand. A disciplined use of
typographic standards helps maintain a strong
and effective brand identity. Typography
standards also add consistency to Metro
Transit communications in all forms.
The preferred typeface for use in Metro Transit
online and printed documents is Avenir.
This is a paid-licensed font and cannot be
distributed freely. Metro Transit will not provide
the font files.
For Microsoft files, please use the font Tenorite
as a comparable alternative to Avenir.
Avenir Book / Book Oblique
abcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZ1234567890
abcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZ1234567890
Avenir Roman/ Oblique
abcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZ1234567890
abcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZ1234567890
Avenir Medium/ Medium Oblique
abcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZ1234567890
abcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZ1234567890
Avenir Heavy/ Heavy Oblique
abcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZ1234567890
abcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZ1234567890
Avenir Black/ Black Oblique
abcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZ1234567890
abcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZ1234567890
13
METRO TRANSIT COLOR STANDARDS
Trademarks
Metro Transit Logo
The Metro Transit logo is a registered
trademark of the Metropolitan Council.
This trademark may not be used in connection
with any product or service not belonging to
Metro Transit, in any manner likely to cause
confusion among customers, or in any manner
that disparages or discredits Metro Transit.
Recommended File Formats
To achieve optimum reproduction quality of
the Metro Transit logo, please refer to the
chart to the right to determine which file
format is best suited for your application.
Application File Format
Viewable files only .pdf
Word
®
.png
Excel
®
.png
Powerpoint
®
.png
Web .svg
Illustrator
®
.ai
Photoshop
®
.psd
InDesign
®
.ai
Current downloadable logo files are located on metrotransit.org/images
14
METRO TRANSIT COLOR STANDARDS
Imagery
When looking for images, be sure to consider
the tone and feeling we want to establish.
Photography should reflect current fleet,
technology, include people and ensure
a mixture of diversity representative of
the Twin Cities.
Images provided by Metro Transit may not be
used in any manner likely to cause confusion
among customers, or in any manner that
disparages or discredits Metro Transit. Images
may not be modified in any manner that
substantially alters the content, subject or
meaning of the image.
Any use of an image must be accompanied by
a photo credit to “Metro Transit.”
Current downloadable files are located on flickr.com/photos/metrotransitmn
Approved, searchable images are available to all Metropolitan Council employees
at metc.intelligencebank.com
15
METRO TRANSIT COLOR STANDARDS
Brand Family
Metropolitan Council Regional Transit Brands
Ser vice Type Name Logo
LRT & BRT METRO
Local, Limited, Express Bus Metro Transit
Commuter Rail Metro Transit Northstar
Regional ADA Metro Mobility
Regional Dial-A-Ride Transit Link
Regional Vanpool Metro Vanpool
Note: All use the regional transit blue and red.
16
METRO TRANSIT COLOR STANDARDS
METRO System
METRO Brand and Logos
The METRO system is a regional network of
transitways that offer frequent, all-day service
between stations with enhanced amenities.
The METRO brand supercedes the “operating
service brand” (i.e. Metro Transit or MVTA).
The METRO logo is made up of the Circle “T”
icon and METRO in all caps. The elements are
vertically centered. Do not recreate the logo
with any other font or use a shortened version
of the Metro Transit logo. In writing, METRO
should always be in uppercase.
The METRO logo can be used when referring
to the entire system of lines and should appear
on a white or yellow background. When not
possible, a reverse logo may be used.
Preferred CMYK logo
Approved alternate logo:
reversed out on dark background
17
METRO TRANSIT COLOR STANDARDS
METRO Brand Color Palette
The METRO brand uses the regional colors of
blue/yellow and red. In addition/each METRO
light-rail and highway bus rapid transit line
is assigned a specific color and the lettered
lines (arterial bus rapid transit) are assigned
a singular gray color. The Blue Line/Red Line
and Gold Line use the regional transit blue/red
and gold (yellow). The Green Line and Orange
Line add their own unique swatch to the color
palette. Only these colors are to be used to
represent the colored METRO lines.
Transit Red
PMS 485
CMYK: 0/100/91/0
RGB: 237/27/46
HEX: ED1B2E
METRO Green
PMS 348
CMYK: 97/23/100/10
RGB: 0/130/68
HEX: 008144
Transit Gold
PMS 116
CMYK: 0/16/100/0
RGB: 255/210/0
HEX: FFD200
METRO Orange
PMS 151
CMYK: 0/55/100/0
RGB: 255/115/0
HEX: FF7300
METRO Purple
PMS 2603
CMYK: 70/100/0/5
RGB: 107/31/124
HEX: 6B1F7C
METRO Gray
PMS 430
CMYK: 55/40/35/5
RGB: 122/134/144
HEX: 7A8690
Transit Blue
PMS 287
CMYK: 100/72/0/6
RGB: 0/83/160
HEX: 0053A0
Blue Line
Red Line
Green Line
Gold Line
Orange Line
Purple Line
Lettered Lines
18
METRO TRANSIT COLOR STANDARDS
Individual METRO line logos
Individual METRO lines are named by colors
and have their own logos made up of the
METRO logo plus a color bar with the line
name. All METRO line logos are available as
artwork and should not be recreated.
Note: The “line” name is in Gill Sans Italic
font and should be sized and spaced
as shown above.
19
METRO TRANSIT COLOR STANDARDS
METRO Logo Usage Guidelines
Color Usage
Do not set the logo on a background that
overpowers the logo. The full color logo should
be reproduced only on a white or very light
background. A minimum contrast ratio of 3:1 is
recommended to ensure readability by those
with moderate low vision and those who have
color deficiencies. Use an approved alternate
logo if background cannot be altered.
Minimum Bar Length
METRO line logos must have a minimum bar
length to balance the logo. The minimum
length is determined by having an equal space
to the left and right of the word “METRO”.
Clear Space
To secure legibility and impact, the METRO
logo should be surrounded by a minimum
percentage of clear space equal to the x-height
of the lowercase letters in the logo. This area
separates the logo from other elements, such
as headlines, text, imagery and the edge
of the document. Too little space can lead
to confusion between the logo and outside
elements, resulting in difficulties with legibility
and communication.
equal space to left and right of METRO
= minimum bar length
20
METRO TRANSIT COLOR STANDARDS
Stacked METRO Line Logos
The stacked logo should be used whenever
possible for specific METRO lines. In addition
multiple line names can be stacked in
combination if necessary (e.g. on shared
signage or brochures). Limit the number of
stacked lines to 5.
Side by Side METRO Line Logo
An optional horizontal side-by-side version
may be used in special circumstances when
there is not enough vertical layout space.
Accepted Uses of METRO Line Logos
The logo should be used on a white
background, and placement should be along
the right edge with the bar bleeding off the
page. The bar length may be adjusted for
layout balance.
21
METRO TRANSIT COLOR STANDARDS
Go-To Payment System
The Go-To brand is the regional
electronic fare system.
Go-To Logo
The 2-color Go-To logo is the preferred logo
treatment. This logo uses the colors Transit Blue
and Go-To Green (see color codes on the right).
The logo should be set on a white or lighter
color background. A minimum contrast ratio
of 3:1 is recommended to ensure readability
by those with moderate low vision and those
who have color deficiencies. Use an approved
alternate logo if background cannot be altered.
The Go-To logo is found on all Go-To Cards
and Passes, card validators and associated
informational materials.
Logo Alternate
A reverse color alternate is available when the
logo needs to be on a blue background.
1-color Logo Icon
If the logo cannot be printed in full color or
needs to be simplified to use at a very small size
(e.g. used on maps for indicating Go-To Card
retailers), a 1-color (green, blue or black) circle
icon with just the text can be used.
Transit Blue
CMYK: 100/72/0/6
RGB: 0/83/160
HEX: 0053A0
Go-To Green
CMYK: 100/72/0/6
RGB: 0/83/160
HEX: 0053A0
22
METRO TRANSIT COLOR STANDARDS
Brand Usage
Considerations
When creating branded content, consider the following when implementing:
• Design - clean, modern, vibrant, accessible
• Text/Tone - intelligent, direct, caring, good value
• Photography - should reflect current fleet, technology, include people and ensure a mixture of
diversity representative of the Twin Cities
23
METRO TRANSIT COLOR STANDARDS
PowerPoint Template
There are two specific templates that each
offer a variety of slide masters.
• The Metro Transit PowerPoint template
is to be used with all presentations
representing the Metro Transit brand.
• The METRO PowerPoint template is to
be used with METRO project specific
presentations.
Access council templates from your PowerPoint
application. Click on New, choose the
‘Metropolitan Council’ Tab, and then choose
‘Metro Transit.’
Guidelines
• Never place anything in the blue bar
• Leave clear space below the blue bar
(do not put headlines directly inside or
directly below the bar)
• Use the provided font styles (Tenorite)
• Consider font size and the environment
you will be presenting (example: small text
in a large room will not be readable; small
text presented in a virtual setting may be
acceptable.)
• CAPITALIZE only when necessary
24
METRO TRANSIT COLOR STANDARDS
Word Template
Several Word templates are available for both
Metro Transit and the METRO brand. Some
available templates include:
• Letterhead
• Agenda
• Internal Memo
• 5-point Memo
• Meeting Notes
• Report Summary
• Report - multi-page
• General
• Department-specific templates
Access council templates from your Word
application. Click on New, choose the
‘Metropolitan Council’ Tab, and then choose
‘Metro Transit.’ Choose the appropriate
template for your project.
Guidelines
• Use the most current templates; don’t
start from an older document
• Use paragraph styles (fonts) effectively; be
careful copying/pasting text. All templates
use Microsoft font Tenorite
• Ensure accessibility
25
METRO TRANSIT COLOR STANDARDS
Other
Metro Transit employees should use officially
branded materials whenever conducting
agency-sanctioned business.
Please follow Metro Transit templates or follow
the guidelines in this manual when developing
any materials that will use the Metro Transit or
METRO brand. Some examples would include:
• Apparel
• Email Signature
• Promotional Items
• Uniforms
• Badges
• Letterhead
• Business Cards
Creative Services must approve logo use
before products are produced. Email
branding@metrotransit.org to submit
items for approval.
METRO TRANSIT
560 Sixth Avenue North
Minneapolis, MN 55411
612-373-3333
metrotransit.org
