‘it’s everyone’s journey’ brand book · ‘it’s everyone’s journey’ brand book 25 Partner logo positioning ‘A’ size Size We use a flexible system to accommodate

‘it’s everyone’s journey’ brand book

‘it’s everyone’s journey’ brand book 2

Who this document is for

It will take you through the brand identity and demonstrate how you can use it in your own communications.

If you need any further advice on the practical application of the brand, please contact: [email protected]

This brand book is for all partners supporting and creating communications with ‘it’s everyone’s journey’.


Contents

Overview- Our aim

- How we’re tackling the issue

- The strategy

- What ‘it’s everyone’s journey’ means

Background to campaign- Campaign themes

- Our tone

Basic elements- Brand colours

- Font

Branding- Logo

- Logo - Colourway - Main core logo

- Logo - Colourways

- Logo - Social icons

- Logo - Legibility

- Logo - Minimum sizes - Print and digital

- Logo - Size and positioning for print

- Logo - Size and positioning for digital

Partner Guidelines- Logo positioning

- Partner logo positioning ‘A’ size

Queries- Contact details


Our aim

The campaign aims to enable disabled people to travel with confidence through sharing the improvements being made on the ground and creating a more considerate and supportive travel environment for everyone.

Transport is at the heart of how we live our lives. It helps us get to work, stay in touch with friends and family, contribute to society and access vital services like healthcare and education.

Disabled people travel up to a third less than non-disabled people. This has an impact on access to employment, healthcare, education and social activities 1.

One in four disabled people say negative attitudes from other passengers prevent them from using public transport 2.

Improvements to infrastructure alone won’t fix the problem and will take time.

We want to make sure that disabled people have the same access to transport as everyone else, and are able to travel easily, confidently, and without extra cost.

1 Transport the Most Important Concern Of Disabled People, DPTAC, 2002

2 Independent, Confident, Connected Report, SCOPE 2018

The ‘it’s everyone’s journey’ campaign forms part of the Department for Transport’s Inclusive Transport Strategy and supports our ambition of achieving equal access for all on public transport.


How we’re tackling the issue

With your support the campaign will increase awareness of some of the issues faced by disabled travellers on public transport and provide clear advice and actions to improve

the experience for everyone.

From improving the physical barriers on the ground to addressing those barriers that may not be so obvious.

In order to unite all the work being done we have created

a brand that all our partners can use.

An advertising campaign is planned for early 2020 which will build awareness amongst the travelling public. It will challenge

how we all use public transport and encourage everyone to reflect on how common behaviours can negatively impact others. The changes in behaviour required are often small

but if we all do our bit then collectively we can make a big difference.


The strategy

What we need to change

Why we exist

Who we are talking to

How we do it

To help achieve our ambition of equal access for all on

public transport and to share the improvements being made across the country

to help make this a reality.

We need to improve the confidence of disabled people

when using public transport and create a more considerate and supportive transport

environment.

By raising awareness of the varied, and often non-visible,

needs of disabled people when using public transport.

Encouraging everyone to reflect on how common,

and often unconscious, travel behaviours can

impact others.

All current or potential public transport users, businesses, transport operators or any

other organisation who represents and supports

disabled people.


What ‘it’s everyone’s journey’ means

“it’s everyone’s journey”. Three words we can all agree on when it comes to public transport. Yet, for the millions of disabled people that lack confidence to travel, there’s still a lot to be done to make

it a reality.

Sure, we’ve seen improvements over the last 10 years in making public transport more accessible, but we all still have a big role

to play in making it easier for all passengers to use.

As the saying goes, many hands make light work, and by all playing our part as a community, we can make travel a little

easier for everyone.

We forget that our actions within the travel environment can make a big difference to the journeys of those around us. Those that may need our seat, a bit of space getting on the carriage, some patience

at the ticket barriers or to be offered help when things go wrong. We’re sometimes guilty of travelling with our blinkers on and

not thinking about the needs of others.

The changes are small but if we all do our bit collectively, to be more mindful of other passenger’s needs, we can

make a big difference.

Because, “it’s everyone’s journey”.


Campaign themes

Inclusivity

Remind the travelling public that public transport is everyone’s right. We all need to do more to break out of our travel bubble on public transport and

be more mindful and considerate towards those around us. Remember not all impairments are visible. Simple actions can make or break a journey for others.

Community

Show that we can all play a part in making public transport more inclusive. It isn’t just one issue that is stopping disabled people from using public transport, there are a

myriad of barriers, both physical and emotional. Whether you’re a transport operator, bus driver or commuter, we all have a role to play in making transport truly inclusive.

Progress

Improvements in accessibility and reliability are collectively helping to make a difference. We’re not there yet, but we’re on track to make

public transport inclusive for everyone.


Our tone

We are Which ensures And we never

Mindful

Optimistic

Down to earthWe understand public transport can be tough, but we try to lead change

We invite positive support, debate and participation

We are empathetic and understanding of everyone’s needs Judge anyone, for anything

Crusade, finger point or demonise

Give off a saviour complex

1

2

3

Our basic elements


Colours

Yellow / Black / Blue These brand colours have been chosen because

they benefit people with visual impairments as

well as being bright and engaging.

This colour palette provides flexibility and

ensures stand out on a variety of backgrounds.

R-0 G-0 B-0R-255 G-234 B-15

C-0 M-8 Y-100 K-0

#FFEA0F

R-52 G-46 B-251

C-30 M-30 Y-30 K-100

#000000

C-83 M-75 Y-0 K-0

#342EFB


Font

BlackExtra BoldRegular

abcdefghijklmnopqrstuvwxyzabcdefghijklmnopqrstuvwxyzabcdefghijklmnopqrstuvwxyz

Anaheim

Branding

‘it’s everyone’s journey’ brand book 14‘it’s everyone’s journey’ brand book

If you are an organisation that wants to co-brand with the ‘it’s everyone’s journey’ campaign, please use the following guidelines.


Logo

To be used as the lead brand or in conjunction

with the partner brand on all external consumer

facing activity.


Logo - Colourway - Main core logo


Logo - Colourways

Primary Secondary Black & White


Logo - Social icons


Logo - Legibility

To make sure it always stands out wherever we’re using it

keep it visible and easy to see by using the exclusion zones.


Logo - Minimum sizes - print and digital

40mm width

150px width

= 5.75pt strapline text size at 40mm width.

= 150px width.

Print

Digital


Logo - Size and positioning for print

1/20

1/5

Typical ‘A sized portrait format

Typical ‘A sized portrait format

1/20

1/5

48 Sheet Billboard

1/20

1/6

SizeWe use a flexible system toaccommodate our wide variety of formats. The logo should be a fraction of the format’s longest width.For example, on a typical A0 portraitposter, the logo would be 1/5 of theposter’s height.

PositionWe always sign off with our logo -so it appears at the bottom of theformat, either on the left or right.Choose whichever works bestwith your design.

MarginsWe set our margins to 1/20 of thecommunication’s longest edge.


Logo - Size and positioning for digital

1/5

Wide skyscraper(160x600px)

MPU(300x250px)

1/4

1/1

Leaderboard (728x90px)

SizeJust like for print communications weuse a flexible system to accommodatea wide variety of formats. The logoshould be a fraction of the formatsheight or width. For example, on a typical wide skyscraperportrait the logo would be 1/5 the height of the banner.

PositionThe call-to-action button is the mostimportant part of digital advertising. So the logo always goes on the opposing end or corner.

MarginsMargins on digital advertising should be a minimum of 20px.

Alt. text for digital logo use “It’s Everyone’s Journey Logo”

Partner guidelines


Logo positioning

The logo should be positioned to the side of, or below the partner logo.

They should be approximately the same size and should adhere to the minimum safety exclusion area (page 13) and the minimum size requirements. The appropriate logo for the colour of thebackground should be used.

When applying the logo, select a colour variant that works best with your logo.

Email Signature


Partner logo positioning ‘A’ size

SizeWe use a flexible system toaccommodate our wide variety of formats. The logo should be a fraction of the format’s longest width.For example, on a typical A0 portraitposter, the logo would be 1/5 of theposter’s height.

The ‘it’s everyone’s journey’ logo is recommended to be 1x height of the partner logo. Choose a size that works best.

PositionWe always sign-off with our logo so that it appears to the right of the partner logo(s).Choose whichever works best with your design.

MarginsWe set our margins to 1/20 of thecommunication’s longest edge.

‘it’s everyone’s journey’ brand book

Typical ‘A sized portrait format Typical ‘A sized portrait format

1/20 1/20

1/7 1/7

YOUR LOGO HERE

YOUR LOGO HERE

YOUR LOGO HERE

YOUR LOGO HERE


Partner logo positioning ‘A’ size

48 Sheet Billboard 48 Sheet Billboard

1/20 1/20

1/6 1/6

YOUR LOGO HERE

YOUR LOGO HERE

YOUR LOGO HERE

Any queries concerning these guidelines should be directed to:

[email protected]

Queries

Documents

‘it’s everyone’s journey’ brand book · ‘it’s everyone’s journey’ brand book 25 Partner logo positioning ‘A’ size Size We use a flexible system to accommodate