brand elements 2018 / june 13 - whatdotheyknow

BRAND ELEMENTS 2018 / JUNE 13

© LONDON NORTH EASTERN RAILWAY 2018

TYPE STATIONERY PRINT TOV LIVERY UNIFORMS DIGITAL CONTACT

2 2BRAND GUIDELINES

BASIC ELEMENTS

LNER – four initials that once represented the golden age of rail travel – The Flying

Scotsman was the nation’s favourite locomotive, the futuristic Mallard painted in its

distinctive garter blue livery, red wheels and steel rims was the world’s fastest train,

a blur along the east coast route, reaching speeds of up to 126mph.

Every summer thousands of holidaymakers travelled by LNER trains, enticed by

beautiful posters created by the country’s top artists and designers. In the public’s

imagination, LNER became associated with glamour, fast trains and sophisticated

destinations.

The London North Eastern Railway was a huge operation, with over 6,500 miles

of track, nearly 8,000 locomotives and 20,000 coaching vehicles, making it the

second largest railway in Britain. LNER also owned over 40 steamships, docks and

harbours, tramways, buses and even hotels – wherever the public travelled on the

east coast it was likely to be with LNER.

Today LNER returns to the livery of trains on the East Coast route. The past was

an exciting time for LNER, our vision for the future is to build on the history and

reputation of this famous name. We will continue the LNER tradition for innovation

when we introduce our 21st century versions of the Flying Scotsman and Mallard

with our super fast Azuma fleet. Our service will set the standard for rail travel.

LNER – the start of an exciting journey.

LNER / STORY



3 3

BASIC ELEMENTS

BASIC ELEMENTS

Logos

Descriptor

Colour

Azuma

Clearspace

Corner

Avatars

Colour

Fonts

System

Letterheads Leaflets

Timetables

Onboard

Posters

Misc

Messaging

HST

Electric

Azuma

Lounges

Ticketing

Lanyard

Badge

App

Social Media

Website

Email

Brand Team

TYPE STATIONERY PRINT LIVERY STATIONS UNIFORMS DIGITAL CONTACT

A Z

CONTENTS

BRAND GUIDELINES


BRAND GUIDELINES


4 4

BASIC ELEMENTS

BASIC ELEMENTS



5 5BRAND GUIDELINES

BASIC ELEMENTS

LOGO

The bold NE highlights the outreach of our service.

Our Logo has been specially drawn and should not been represented with any other typeface.

Available in various formats from our Brand Team.



6 6BRAND GUIDELINES

BASIC ELEMENTS

LOGO / REVERSED OUT

Our Logo reversed out of Pantone 186C – one of our Primary Colours

Our Logo can also be reversed out of a colour or image



7 7BRAND GUIDELINES

BASIC ELEMENTS

DESCRIPTOR

At the launch not everyone will know what LNER stands for, so early applications of the branding will need to be accompanied by a descriptor.

The type descriptor has been specially drawn and should not be represented in any other way.



8 8BRAND GUIDELINES

BASIC ELEMENTS

LOGO + DESCRIPTOR

The Logo and Descriptor can be used separately but when used together should be used as illustrated.

MINIMUM SIZE

25mm/ 70px wide



9 9BRAND GUIDELINES

BASIC ELEMENTS

LOGO + DESCRIPTOR REVERSED

The Logo and Descriptor can be used separately but when used together should be used as illustrated.


BRAND GUIDELINES


10 10

BASIC ELEMENTS

LOGO REVERSED / 2 COLOURS

Reversed out of Pantone 7645C and Pantone 186C


BRAND GUIDELINES


11 11

BASIC ELEMENTS

LOGO REVERSED / 2 COLOURS

Reversed out of Pantone 7645C and Pantone 186C


BASIC ELEMENTS TYPE STATIONERY PRINT TOV LIVERY UNIFORMS DIGITAL CONTACT

12 12BRAND GUIDELINES

CONTACTPRINTSTATIONERYTYPEBASIC ELEMENTS

AZUMA LOGO

The new IEP rolling stock is known as AZUMA

AZUMA is Japanese for EAST

N from our logo + AZUMA = NORTH EAST


STATIONERY PRINT TOV LIVERY UNIFORMS DIGITAL CONTACT


BASIC ELEMENTS TYPE

AZUMA LOGO / 2 COLOURS

The Azuma logo can also be used horizontally as featured on the livery




BASIC ELEMENTS

AZUMA + LNER

Used vertically on banners




BASIC ELEMENTS

LOGO / MINIMUM CLEARSPACE

To protect the clarity and visual Integrity of our logo, it needs to be surrounded by clear space.

This is determined by the width of our distinctive letter N in our Logo.




BASIC ELEMENTS

LNER Corner showing minimum clearspace and bleed LNER Corner v.1

LNER Corner v.3LNER Corner v.2

LOGO / NE CORNER

On branded collateral such as posters and leaflets that need space for text and imagery, the LNER corner brands the collateral without dominating the space.

V.1 & V.2 in Pantone 7645C and Pantone 186C / CMYK

V.3 in Pantone 186C and 20% Black / CMYK

V.3 features on stationery and collateral where the background is White.




BASIC ELEMENTS

App Avatar Social Media Avatar / Twitter / Facebook

LOGO / AVATARS

The LNER Logo uses the split colour combination.Pantone 186C & Pantone 7645C


BRAND GUIDELINES


18 18

BASIC ELEMENTS

COLOUR




BASIC ELEMENTS

RED

PANTONE 186C

CMYK 12 / 100 / 81 / 3 RGB 206 / 14 / 45

HEX #ce0e2d

PAINT NCS: S1085-Y90R RAL: 3020 Traffic Red

VINYL Opaque: 3M Scotchal Opaque Tomato Red 100-13 Translucent: 3M Scotchal Translucent Red 3630-33 Reflective: 3m Scotchlite Plus Red Reflective 680-72

ACRYLIC Rohm Plexiglass Red 2758 or Ineos Perspex Red 440

LAMINATE Formica Colour Systems 4164 Pillarbox Red

SILVER

PANTONE 423C / 877C Metallic

CMYK 0 / 0 / 0 / 40 RGB 156 / 157 / 159

HEX #939393

PAINT RAL: 7045 Telegrey 1

OXBLOOD

PANTONE 490C

CMYK 46 / 98 / 78 / 71 RGB 68 / 15 / 17

HEX #440f11

PAINT RAL: ?

OLIVE

PANTONE 412C

CMYK 61 / 61 / 58 / 69 RGB 56 / 47 / 45

HEX #382f2d

PAINT NCS: S1085-Y90R RAL: 3020 Traffic Red

VINYL Opaque: 3M Scotchal Opaque Tomato Red 100-13 Translucent: 3M Scotchal Translucent Red 3630-33 Reflective: 3m Scotchlite Plus Red Reflective 680-72

ACRYLIC Rohm Plexiglass Red 2758 or Ineos Perspex Red 440

LAMINATE Formica Colour Systems 4164 Pillarbox Red

PRIMARY COLOURS


PRINT TOV LIVERY UNIFORMS DIGITAL CONTACT


TYPE STATIONERYBASIC ELEMENTS

B

TYPE




TYPEBASIC ELEMENTS

FONTS / LNER BOOK

The LNER font is based on Gotham but with certain characters redrawn to complement the style of the LNER Logo

Both fonts have been created for desktop and web

LNER BOOK abcdefghijklmnopq rstuvwxyz ABCEDEFGHIJKLM NOPQRSTUVWXYZ1234567890 #£$¢¥¤&@?!/+(.,:;)*abcdefghijklmnopqrstuvwxyz ABCEDEFGHIJKLMNOPQRSTUVWXYZ 1234567890 #£$¢¥¤&@?!/+(.,:;)*




TYPEBASIC ELEMENTS

FONTS / LNER BOLD

The LNER font is based on Gotham but with certain characters redrawn to complement the style of the LNER Logo

Both fonts have been created for desktop and web

LNER BOLDabcdefghijklmnopq rstuvwxyz ABCEDEFGHIJKLM NOPQRSTUVWXYZ1234567890 #£$¢¥¤&@?!/+(.,:;)*abcdefghijklmnopqrstuvwxyz ABCEDEFGHIJKLMNOPQRSTUVWXYZ 1234567890 #£$¢¥¤&@?!/+(.,:;)*




TYPEBASIC ELEMENTS

SYSTEM FONTS / ARIAL

For use on internal documents –Email/ / PowerPoints / Email etc.

ARIAL REGULAR abcdefghijklmnopqrstuvwxyz ABCEDEFGHIJKLMNOPQRST UVWXYZ1234567890 #£€$¢¥¤&@?!/+(.,:;)*abcdefghijklmnopqrstuvwxyz ABCEDEFGHIJKLMNOPQRSTUVWXYZ 1234567890 #£€$¢¥¤&@?!/+(.,:;)*

ARIAL BOLD abcdefghijklmonopqrstuvwxyz ABCEDEFGHIJKLMNOPQRSTUVWXYZ1234567890 #£€$¢¥¤&@?!/+(.,:;)*abcdefghijklmnopqrstuvwxyz ABCEDEFGHIJKLMNOPQRSTUVWXYZ1234567890 #£€$¢¥¤&@?!/+(.,:;)*


BRAND GUIDELINES

TYPE PRINT TOV LIVERY UNIFORMS DIGITAL CONTACT

24 24

STATIONERYBASIC ELEMENTS

STATIONERY


PRINT TOV LIVERY UNIFORMS DIGITAL CONTACT


STATIONERYBASIC ELEMENTS TYPE

STATIONERY / LETTERHEAD

SIZE A4 / 210 x 297mm

DESCRIPTOR 70mm across

LOGO 40mm across

COLOUR Pantone 186 + Pantone 412

MARGINS 15mm

ADDRESS 7pt LNER Book

LOGO LNER Red

REGISTERED DETAILS 6/8pt LNER Book

WORD TEMPLATE Available from Brand Team





STATIONERY / DfT LETTERHEAD

SIZE A4 / 210 x 297mm

DESCRIPTOR 70mm across

COLOUR Pantone 186 + Black

MARGINS 15mm

ADDRESS 7pt LNER Book

LOGO LNER Red

REGISTERED DETAILS 6/8pt LNER Book

WORD TEMPLATE Available from Brand Team


BRAND GUIDELINES

STATIONERY TOV LIVERY UNIFORMS DIGITAL CONTACT

27 27

PRINTBASIC ELEMENTS TYPE

PRINT





LNER.co.uk

June 2018

We’re committed to giving you the high quality service you deserve on our east coast route.

Passenger’s Charter

PRINT / DL LEAFLETS

SIZE THIRD A4 / 99 x 210mm

COLOUR Full Colour / CMYK

MARGINS 10mm

DOMAIN NAME 9pt LNER Bold & Book

HEADLINE 28/30pt LNER Book

TEXT 12/14pt LNER Book

PUBLICATION DATE 9pt LNER Bold & Book

LNER CORNER v.1 LNER Red / CMYK

TEXT AREA Colour: Pantone 7645 / CMYK 99 x 99mm

IMAGE AREA 99 x 111mm

IMAGE Red Duotone / CMYK

28

Welcome

Welcome to London North Eastern Railway.

We aim to deliver the highest levels of service

to one of the UK’s finest routes.

We are starting a journey to transform your travel

experience, by adding new destinations and more

frequent train services, introducing better ways to access

travel information and buy tickets.

From later this year we will be introducing the first of

65-new high-speed trains, which will transform the

journey experience on LNER. These state of the art trains

called Azuma, will deliver the highest levels of passenger

comfort, amenity and customer information fitting for

this prestigious route.

We will keep you fully informed of our progress on these

exciting changes to our services, in our six-monthly

customer report.

OUR PROMISE TO YOU

At London North Eastern Railway, we’re passionate

about creating the best possible travel experience for

you. This Passenger’s Charter sets out our commitments

to deliver a safe, reliable and high-quality service every

day. This document explains how to get the best out of

the services we offer. We review our Passenger’s Charter

every year in consultation with Transport Focus and

London TravelWatch, the rail industry’s watchdogs. We

are also delighted to hear from you directly, so if you

have any suggestions please feel free to contract me

directly, or any member of the London North Eastern

Railway team.

Our Passenger’s Charter is designed to be simple and

user friendly. The document covers the following key

areas:

• Our people

• Keeping you informed

• Buying your tickets

• Trains and stations

We hope you enjoy sharing your journey with us.

John SmithManaging Director, London North Eastern Railway

Contents

Welcome 3

Our people 5

Bring your ticket 7

Our trains and stations 11

If you need extra help / Journey care 16

Service disruption 19

Refunds 21

Compensation 23

Lost and forgotten tickets 28

Comments and feedback 29

Network Map Back cover


TYPE STATIONERY TOV LIVERY UNIFORMS DIGITAL CONTACT


PRINTBASIC ELEMENTS

LNER.co.uk

24 June 2018

Helping older and disabled customers

Making Rail Accessible

LNER.co.uk

24 June 2018

Handling your complaints on our east coast route

Customer Complaints Handling Procedure

PRINT / DL LEAFLETS

SIZE THIRD A4 / 99 x 210mm




PRINTBASIC ELEMENTS

LNER.co.ukLNER.co.uk

PRINT / STATION POSTER

SIZE Double Crown 508 x 762mm 20mm margin3mm bleed





PRINTBASIC ELEMENTS

PRINT / STATION POSTER

SIZE Double Crown 508 x 762mm 20mm margin3mm bleed


LNER.co.ukLNER.co.uk




PRINTBASIC ELEMENTS

PRINT / 48 SHEET POSTER

BRAND AWARENESS

QUARTER SIZE1524 x 737.5mm





PRINTBASIC ELEMENTS

PRINT / 48 SHEET POSTER

DESTINATION AWARENESS




BRAND GUIDELINES

TYPE STATIONERY PRINT LIVERY UNIFORMS DIGITAL CONTACT

34 34

TOVBASIC ELEMENTS

MESSAGING / TONE OF VOICE




TOVBASIC ELEMENTS

MESSAGING / TONE OF VOICE Friendly but not over familiar

Simple but not patronising

Few words as possible

Active voice

Avoid clichés

Engaging

Informative




TOVBASIC ELEMENTS

LNER / BRAND LNER IS:

CONFIDENT

INNOVATIVE

SERIOUS

PLAYFUL

FRIENDLY

STYLISH

PROUD

LNER IS NOT:

RECESSIVE

PLODDING

BORING

FLIPPANT

DISTANT

BLAND

AWKWARD




TOVBASIC ELEMENTS

KEY WORDS

USING ‘NE’ FROM THE LOGO Other examples:

JOURNEY TIMENEW OPERATORNEXT STEPSNEARBYNEIGHBOURSNETWORK BUSINESS AS USUALPHONELINEPLANENEXT TIMETONE OF VOICEENGINEERING WORKSZONEGENETICWINNERCAFFEINECHAMPAGNECINEMACOASTLINECONNECTED

DESIGNEDDINEMAGNET ENERGYENTERTAINMENTEVERYONE ONEFORTUNEEXPLAINEDMAGAZINEGENERALGENUINEPIONEERNEVERNEEDSMONEYNEWNEWSHONESTYNEIGHBOURPARTNER HAPPINESS

MESSAGING / BRAND OWNERSHIP


BASIC ELEMENTS TYPE STATIONERY PRINT LIVERY UNIFORMS DIGITAL CONTACT


TOV

LONDON HULL RAILWAY

LONDON ABERDEEN RAILWAY

LONDON GLASGOW RAILWAY

LONDON INVERNESS RAILWAY

LONDON YORK RAILWAY LONDON PETERBOROUGH RAILWAY LONDON LEEDS RAILWAY

LONDON NEWCASTLE RAILWAY

DIGITAL / BRAND OWNERSHIP

PERSONALISING THE NETWORK

Replacing NE with abbreviations of every destination on the network




TOV

PRINT / DAY ONE POSTER

Every station on the network will have personalised posters that include the abbreviation of the city/town as part of the LNER Logo

WELCOME TO LONDON TO INVERNESS RAILWAYLondon North Eastern Railway, or LNER as you’ll come to know it, is your new operator for the East Coast line. A new operator but pretty much everything else stays the same. The same great team of people are running your services, on the same trains, to the same timetable, with the same high standards of customer service you are used to.

All of the tickets you have purchased are valid for dates indicated on the ticket. You can continue to buy tickets from us just as you have always done.

The LNER team will continue to develop your East Coast rail services, building on Virgin Trains East Coast’s successes. Our commitments include delivery of ongoing timetable improvements and launching the new Azuma trains that will revolutionise East Coast rail travel.

We are here for all of you who travel with us, connecting great towns and cities and supporting the communities you are part of.

LNER.co.uk

WELCOME TO LONDON TO ARBROATH RAILWAY

London North Eastern Railway, or LNER as you’ll come to know it, is your new operator for the East Coast line. A new operator but pretty much everything else stays the same. The same great team of people are running your services, on the same trains, to the same timetable, with the same high standards of customer service you are used to.

All of the tickets you have purchased are valid for dates indicated on the ticket. You can continue to buy tickets from us just as you have always done.

The LNER team will continue to develop your East Coast rail services, building on Virgin Trains East Coast’s successes. Our commitments include delivery of ongoing timetable improvements and launching the new Azuma trains that will revolutionise East Coast rail travel.

We are here for all of you who travel with us, connecting great towns and cities and supporting the communities you are part of.

LNER.co.uk




TOV

BREAKFAST MENU

MESSAGING / MISC

THIS CARRIAGE IS A PHONE-CALL FREE ZONE. IF YOU ARE USING MOBILE DEVICES PLEASE USE HEADPHONES.

THANK YOU

AS USUAL




TOV

FLY BY RAIL FROM LONDON TO EDINBURGH

LNER.co.uk

FLY BY RAIL FROM LONDON TO GLASGOW

LNER.co.uk

MESSAGING / ADVERTISING

TRAIN v PLANE

INTERNATIONAL CITY CODES






TOV

MESSAGING / ADVERTISING

TRAIN v CAR



London North Eastern Railway, or LNER as you’ll come to know it, is your new operator for the East Coast line, from June 24th.

Buffer to Buffer. So much much better than Bumper to Bumper.


BRAND GUIDELINES

TYPE STATIONERY PRINT TOV UNIFORMS DIGITAL CONTACT

43 43

BASIC ELEMENTS LIVERY

LIVERY


BASIC ELEMENTS TYPE STATIONERY PRINT TOV UNIFORMS DIGITAL CONTACT


LIVERY

LIVERY / VTEC 2017755A


BASIC ELEMENTS TYPE STATIONERY PRINT TOV UNIFORMS DIGITAL CONTACT


LIVERY

LIVERY / VTEC 2303778A


BRAND GUIDELINES

TYPE STATIONERY PRINT TOV LIVERY DIGITAL CONTACT

46 46

UNIFORMSBASIC ELEMENTS

UNIFORMS / PLATFORM


BASIC ELEMENTS TYPE STATIONERY PRINT TOV LIVERY DIGITAL CONTACT


UNIFORMS

UNIFORMS / LANYARD / BADGE

LANYARD

SIZE Ribbon width is 20mm

The lanyard features a Step & Repeat of the Logo and Descriptor reversed out of Red

BADGE

MATERIAL Metal & Plastic

SIZE 75 x 30mm, 3mm corner radius

FULL NAME 16/18pt LNER Book

TITLES 10/12pt LNER Book

Hayley

Aleksander Przybyszewski

Aleksander Przybyszewski

Onboard Customer Service Assistant

Managing Director Managing Director




UNIFORMS

STATIONS / SIGNAGE The First Class Lounge features the LNER Corner v.2




UNIFORMS

STATIONS / TICKET MACHINES Ticket touchscreens feature the LNER Corner branding.


BRAND GUIDELINES

TYPE STATIONERY PRINT TOV LIVERY UNIFORMS CONTACT

50 50

DIGITALBASIC ELEMENTS

DIGITAL


BASIC ELEMENTS TYPE STATIONERY PRINT TOV LIVERY UNIFORMS CONTACT


DIGITAL

DIGITAL / APP

Based on the existing app.

Replace all branding with LNER

Use diagonal colour blocks as dividers between sections on the homepage




DIGITAL

SOCIAL MEDIA / ICONS

Twitter

Facebook

Linkedin

Youtube

Google+

Pinterest

Instagram




DIGITAL

SOCIAL MEDIA / TWITTER

Twitter page illustrates Avatar, Colour palette and imagery




DIGITAL

WEBSITE / HOME

Day 1 – current Virgin site with: all Virgin logos replaced with LNER Logos. All references/links/images to Virgin to be replaced.

TYPOGRAPHY

FONTNeo Sans

H1 STYLEfont-family: NeoSansItalic;font-size: 50px;line-height: 50px;letter-spacing -1.5px

H2 STYLEfont-family: NeoSans;font-size: 34px;line-height: 38px;letter-spacing -1px

H3 STYLEfont-family: NeoSans;font-size: 30px;line-height: 36px;letter-spacing -1px

LARGE INTRO STYLEfont-family: NeoSansLight;font-size: 34px;line-height: 38px;

LARGE INTRO SUB STYLEfont-family: NeoSans;font-size: 18px;line-height: 22px;




DIGITAL

John Smith Head of I.S. Service DeliveryLondon North Eastern Railway East Coast House, 25 Skeldergate, York YO1 6DHT: 07768 123456 M: 07768 123456 E: [email protected]

EMAIL / SIGNATURE

TEXT Arial Regular & Bold

COLOURS Match to Pantone 186C and Pantone 423C

SOCIAL MEDIA ICONS Match to Pantone 423C


BRAND GUIDELINES

TYPE STATIONERY PRINT TOV LIVERY UNIFORMS DIGITAL

56 56

CONTACTBASIC ELEMENTS

CONTACT

BRAND TEAM

@virgintrainseastcoast.com

brand elements 2018 / june 13 - whatdotheyknow

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