Visual Identity
Manual
Welcome
About this manual
1
Logotype
Introduction
2
Logotype variations
3
Safe area and minimum size
6
Visual identity
Introduction
7
Color palette
8
Primary and secondary typefaces
9
General photography guidelines
10
Corporate pattern
11
Brand name presentation
Writing our brand name correctly
13
About this manual
This visual identity manual contains
guidelines developed to ensure the clear
and consistent communication of the
ROADIS brand.
It provides a comprehensive overview
of the visual elements that make up our
brand identity as well as guidelines for
their use, all of which are essential to
building a strong, solid brand with a
unique and recognizable personality.
As such, it has been conceived to
serve as a reference tool for all those
professionals responsible for interpreting
and articulating our brand identity
in every type of context in which must
be implemented.
Welcome
1
Logotype
As a fundamental expression of our
brand identity, the ROADIS logotype
must always be treated with the highest
level of respect. This section provides
a detailed description of approved
variations and guidelines for their
application. All have been designed to
ensure the optimal visibility
of the logotype on any material.
The predetermined optimized
positioning and sizing of the ROADIS
logotype must never be modified
under any circumstances. You should
therefore never alter or attempt
to recreate the ROADIS logotype.
Always work with the approved vector
and bitmap files provided by
communication headquarters.
Logotype
2
Logotype variations
To the right are two examples of the
primary version of our logotype, the first
featuring blue lettering on a white
background and the second below
it featuring white lettering on a blue
background.
Never place the logotype over a
pill-shaped background. To ensure
that it is clearly visible, always position
the logotype on the upper part of the
material to which it must be applied.
Positive color version
Inverted color version
If you add the tagline Transportation to
the logotype, make sure that the size,
proportion, and placement of the tagline
conform to the specifications provided
in this manual.
Logotype
3
Logotype variations
Grayscale versions should conform to
the examples provided on the right-hand
side of this page: the ROADIS logotype
should be reproduced in black at 60%
and the tagline Transportation below it
reproduced in black at 40%.
Grayscale positive version
We recommend using this version for
specific black and white print applications
such as newspaper advertisements.
Inverted grayscale version
Logotype
4
Logotype variations
The ROADIS logotype may also
be reproduced in black and white as
seen in the examples to the right using
black at 100%.
Positive black and white version
This version should only be usedfor
exceptional applications that require
embossing or engraving or in preparing
mockups.
Inverted black and white version
Logotype
5
Safe area
and minimum size
Clear space and minimum size of logotype
A safe area adds visually clarity to a
logotype by isolating it from surrounding
images and text. Calculating the size of
this space is easy to do using the cap
height of the I in ROADIS as a reference: all four margins framing the logotype
must be equal to the height of this
letter. The same rule should be used in
calculating the clear space whenever
ROADIS is combined with the tagline
Transportation.
Minimum size specifications indicate
the minimum height the logotype must
have to be clearly legible. If the brand
name is used alone, this measurement
is 3 mm. However, when the name
ROADIS is combined with the tagline
Transportation, the minimum height of
the logotype must be increased to 8 mm
to ensure that both elements are legible.
3 mm
Clear space and minimum size of logotype and tagline combination
8 mm
Logotype
6
Introduction: Graphic design
and style elements
Three other elements in addition to our
logotype contribute to our corporate
identity.
This section lays out the guidelines that
must be followed when using each of
these elements of graphic design and
style. These rules have been devised to
help us project a unified and consistent
brand image and avoid making poor
design decisions or incorporating foreign
elements that could diminish the overall
effectiveness of our branding efforts.
Visual identity
7
Color palette
The ROADIS color palette is comprised
of Pantone Coated colors.
The primary colors of this palette are
blue 660 C and gray 431 C, which are
mainly reserved for blocks of text. Gray
431 C can also be used at 80% and
50% for titles and other elements that
would look better in a lighter shade. The
secondary colors are turquoise blue
631 C and teal 7474 C.
RGB color equivalents are to be used for
online communications and CMYK
equivalents for offline communications.
Nevertheless, whenever feasible, we
highly recommend using Pantone
Matching System (PMS) spot colors to
avoid undesired shifts in hue.
Primary colors
660 C
431 C
CMYK 80, 50, 0, 0
CMYK 45, 25, 16, 59
RGB 64, 126, 201
RGB 91, 103, 112
80%
50%
Secondary colors
631 C
7474 C
CMYK 74, 0, 13, 0
CMYK 96, 10, 34, 31
RGB 62, 177, 200
RGB 0, 116, 130
Visual identity
8
Primary typeface
The primary ROADIS typeface is Tahoma,
designed by Mathew Carter. It is a sans
serif font with regular and bold weigths.
Tahoma Font Family
Movement is tranquility
Stirling Moss, Race Car Driver
REGULAR
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn
Ññ Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz
0123456789 @?!%
BOLD
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn
Ññ Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz
0123456789 @?!%
Visual identity
9
General guidelines
for photography
Photography is a powerful tool of visual expression that
can be used to convey concepts in a more compelling
manner. These guidelines must be followed when selecting
photographs for publication to ensure the stylistic
consistency of all ROADIS communications.
Photographs used in ROADIS communications should
evoke movement, calmness, and a serene, gentle natural
vivacity. When choosing images, stick to clear, color frontal
shots depicting natural environments or happy people in
outdoor settings.
(All sample images reproduced on this page are from Getty
Images.)
Visual identity
10
Corporate pattern
The most distinctive graphic element in
our corporate visual identity toolkit is a
repeating grid pattern based on the
slanting letter O in the ROADIS logotype.
Pattern applied to a white background
Pattern placed over a light photograph
This visual device can be used in a
number of different ways. For example,
it can be reproduced in Pantone gray
431 C at 50% on a simple white
background or placed over a light,
uncluttered photograph to create a
pleasing “multiplier" effect.
Visual identity
11
Corporate pattern
The ROADIS pattern can also be applied
in white at 50% over saturated blocks of
background color or dark photographs.
Pattern over saturated color block
Pattern over a dark photograph
Visual identity
12
Writing our brand
name correctly
The ROADIS name must always be styled in upper case
letters, just as it appears throughout this manual. No
variations are permitted.
Whenever the tagline Transportation accompanies the brand
name, all of the letters in the word ROADIS must be upper
case, the initial T in Transportation must be capitalized, and
the rest of the tagline put in lower case letters. The proper
combination is ROADIS Transportation.
Brand name presentation
13
roadis.com