drs corporate identity - directrailservices.com corporate id i1.pdf · in many cases bespoke...

safe secure reliable

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Direct Rail Services: Corporate Identity Guidelines Issue One December 2012

DRS Corporate Identity Guidelines for use

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Direct Rail Services: Contents

Contents safe secure reliable

3 Our Brand4 The Masterbrand Logo8 Use of the Flying Compass10 Corporate Strapline11 Correct Usage of the Logo14 Colour Palette 15 Corporate Typeface16 Supporting Typefaces17 Corporate Stationery19 Corporate PowerPoint20 Corporate Tender Style

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Direct Rail Services: Our Brand

Our Brand

This document is a guide to the brand communication style for Direct Rail Services.

It explains what our brand stands for, how it’s expressed, and how the creative elements fit together in all our communications.

The guide should be followed when commissioning, designing or delivering any kind of communications.


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Direct Rail Services: Masterbrand Logo

The Masterbrand Logo

Our Brand… More than Logo

A strong brand is a powerful asset. It provides immediate visual recognition, and more importantly is a symbol of what we stand for.

Central to the DRS offer is the promise to be Safe, Secure & Reliable. It is important that we continue to reinforce this message.

In addition, providing “Critical & Bespoke” transport is at the heart of the DRS strategy. We are recognised for going that extra mile to satisfy our customers’ specific needs. This ability to tailor our service is reflected in a brand design that can be used in a wide range of situations.

Everyone has a part to play in bringing our brand to life. These guidelines are designed to help you represent the brand consistently.


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While the default colour for the logo is green and white on a grey background, a range of colour variations are available to allow for the logo to be applied effectively in different situations.

This allows for the logo to be strongly presented on white backgrounds or in black and white.

The Masterbrand Logo safe secure reliable


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Direct Rail Services: Masterbrand Logo - Black and white

The Masterbrand Logo - Black and White

Presenting the logo in black on white or white on black provides an opportunity to make a strong statement.

It allows for the logo to be effectively used when only black and white printing is available, or on items such as clothing.


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The Masterbrand Logo

This version of the masterbrand gives us flexibility when printing on a white background, when there are print limitations or for design considerations.


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Direct Rail Services: DRS Flying Compass

Use of the Flying Compass

The core element of the DRS logo is the Flying Compass.

This can be used independently, for example, on the inner pages of a document or on the arm of a jacket.

On White

DRS Corporate Grey On Black


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Direct Rail Services: DRS Flying Compass

Use of the DRS Flying Compass

This design is reserved for clothing or situations where the full logo cannot be applied.

If in doubt email [email protected] for advice.


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Direct Rail Services: Correct Corporate Usage

Correct use of the DRS Strapline

Safe Secure Reliable

The principle logo is to use the strapline Safe Secure Reliable at all times. The only exception is when Safe Secure Reliable are otherwise incorporated into the design of a document.

This can be seen in the PowerPoint slide and a Proposal Template.

Correct use of the masterbrand logoAs used on the email signature.✓

Correct use of the masterbrand logo where grey panel width exceeds standard shown above.✓ It is permissable to move safe secure reliable away

from the mark for design reasons.✓

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safe secure reliablesafe secure reliable


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Direct Rail Services: Avoiding Incorrect Corporate Usage

Avoiding Incorrect Use of Logos

Correct use of the logo is essential to maintain the strength of the core identity.

Your attention to every detail is key to strengthening our brand recognition.

A wide range of logos, useful documents and presentation templates can be found on the shared “M Drive” on all DRS computers.

Additional versions and formats of DRS logos are available on request from DRS Marketing for use when briefing graphic designers and 3rd party agencies.



safe secure reliable safe secure reliable

Do not alter the relationship between the mark and the safe secure reliable lettering✗ Do not distort the masterbrand logo✗

Do not try to recreate the masterbrand logo✗ Do not put the masterbrand logo in a box or any other shape✗

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safe secure reliablesafe secure reliable

Direct Rail Services: Avoiding Incorrect Corporate Usage

Avoiding Incorrect Use of Logos

Correct use of the logo is essential to maintain the strength of the core identity.

Your attention to every detail is key to strengthening our brand recognition.



Do not use the masterbrand logo in other colours (that have not been specified in these guidelines)✗ Do not ‘squash’ the masterbrand logo✗

Do not add a suffix to the masterbrand logo✗Do not ‘squash’ the masterbrand logo✗

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safe secure reliableand direct


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Direct Rail Services: Exclusion Zone and Minimum Sizes

Masterbrand Logo - Exclusion Zone & Sizes

The masterbrand logo should always have breathing space. This can be determined by the width of the ‘D’.

The standard recommended small size for the masterbrand logo is 38mm wide.



If you have any questions or are struggling, email [email protected].

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38mm


D

DDD

D

Exclusion zone around masterbrand logo Standard small size for masterbrand logo

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Direct Rail Services: Corporate Colour Palette

While the primary colour palette is grey, green and white. A range of other colour ways variations have been selected to help develop a coherent look to all DRS communications.

Colour Palette - Primary & Secondary safe secure reliable

Primary Secondary

C0 M0 Y0 K90PANTONE 446C

Hex Black UR65 G64 B66

DRS CORPORATE DARK GREY

C84 M18 Y71 K4PANTONE 340 U/C

R0 G148 B110

DRS CORPORATE GREEN

C32 M24 Y28 K1PANTONE 421U

Cool Gray 6CR174 G176 B172

DRS CORPORATE GREY

C25 M2 Y0 K0PANTONE 290 U/CR185 G224 B247

C100 M90 Y10 K30PANTONE 2758CREFLEX BLUE U

R25 G43 B108

C87 M71 Y50 K48PANTONE

7547C 5463UR33 G51 B68


123C 109UR255 G203 B5

C75 M5 Y100 K0PANTONE 361 U/C

R65 G173 B73


339C 3405UR0 G169 B118


1495C 130UR117 G139 B31


COOL GREY 9CCOOL GREY 11UR117 G121 B123

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Direct Rail Services: Corporate Typeface

Corporate Typeface

Helvetica is to be used on all internal and external documents. The typeface was chosen for its clean contemporary appearance and versatility.

abcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZ






Helvetica Light

Helvetica Light Italic

Helvetica Regular

Helvetica Regular Italic

Helvetica Bold

Helvetica Bold Italic


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Direct Rail Services: Corporate Typeface

Support Typefaces

Arial is a universally available typeface, which can be used where Helvetica is not available. A good typeface for web and for bodycopy.

Franklin Gothic is a strong display font used for headlines, poster or banner work, as shown here.







Arial Regular

Arial Regular Italic

Arial Bold

Arial Bold Italic

ITC Franklin Gothic Demi

ITC Franklin Gothic Heavy


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Direct Rail Services: Corporate Stationery

Corporate Stationery

The application of a consistent design to all stationery ensures that DRS can be immediately recognised.

The DRS strapline of Safe, Secure, Reliable is clearly presented alongside the brand.

In addition to printed stationery, digital versions of the DRS letterhead can be found on the shared “M Drive”.

Further assistance on appropriate design for all DRS documents is available on request from [email protected].

DRS is certificated to lS0 9001, IS0 14001 and BS 0HSAS 18001 by BSl. DRS is Link Up approved.Registered Office: Herdus House, Westlakes Science and Technology Park, Moor Row, Cumbria, CA24 3HU. Registered Number; 3020822 England

Direct Rail Services LimitedKingmoor Depot, Etterby Road,

Carlisle, Cumbria, CA3 9NZTel: (01228) 406600

Fax: (01228) 406601 Web: www.directrailservices.com


Direct Rail Services LimitedKingmoor Depot, Etterby Road,

Carlisle, Cumbria, CA3 9NZTel: (01228) 406600

Fax: (01228) 406601 Web: www.directrailservices.com


With Compliments

Direct Rail Services LimitedKingmoor Depot, Etterby Road, Carlisle, Cumbria CA3 9NZt: 01228 406 600 f: 01228 406 601www.directrailservices.com

Chris Connelly

e: [email protected]

m: 07785 743 086 Direct Rail Services LimitedKingmoor Depot, Etterby Road, Carlisle, Cumbria CA3 9NZTel: 01228 406 600 Fax: 01228 406 601Web: www.directrailservices.com

Email: [email protected]

Mob: 07785 743 086Commercial & Business Development Director


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Direct Rail Services: Corporate Stationery: Business cards

Business Cards - Bespoke Items

The provision of “bespoke” solutions tailored to a client’s markets and their specific needs is a key differentiator that helps place DRS ahead of the competition.

So while the brand guidelines will always seek to ensure that DRS presents itself consistently and is always on message, a wide range of designs are available to ensure that documents and presentations are relevant to the markets served. Every detail matters, so even the backs of business cards will show a range of aspects the DRS service offer.

Examples of the bespoke business card designs showing the broad range of DRS services

Class 68 Passenger ServiceNuclear TransportNuclear TransportBulk Materials

Passenger Service Network SupportInfrastructure ProjectsFreight and MultimodalFreight and Multimodal


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Direct Rail Services: Corporate Powerpoint

Corporate Powerpoint

A range of corporate PowerPoint designs have been developed, recognising the benefits of being able to tailor the look of a presentation to match the subject or the interests of the audience. The designs shown across the page are two variations of a DRS template showing the new Class 68 locomotive.

A full range of templates can be found on the shared “M Drive”.

In many cases bespoke templates will be available to help ensure your presentation or document is fully relevant to its target audience, but, if it is important and you need a new design to meet your needs, email [email protected] and we will see what we can do.


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Direct Rail Services: Corporate Tender

Corporate Tender

In addition to a range of corporate PowerPoint templates, a range of Word templates have been developed to ensure a consistent and professional presentation.

To find a template that is right for you please visit the shared “M Drive”.

If you require assistance or a bespoke template, email [email protected].


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Direct Rail Services: Corporate Tender: Partnered Tender

Joint Branding with Partners

It is important to continue to consistently present the DRS Brand when working with partners.

This is an example of how this can be effectively achieved.

Contact [email protected] for assistance if you are working on any important initiatives where you need to ensure that the DRS brand is effectively presented along side that of a partners.


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Direct Rail Services: Corporate Tender: Bespoke Tender

Bespoke Corporate Tender

This is an example of a bespoke template developed for a major infrastructure bid.

The design maintains the corporate feel, but includes images of the successful DRS led project to develop the Dounreay Rail Head as a way of demonstrating the core capability to support major infrastructure initiatives.

In many cases the shared “M Drive” will already contain a PowerPoint or Word template suitable for your needs, but if you need further advice or assistance contact [email protected]


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Direct Rail Services: Corporate Tender: Cover Guidelines

Key Documents - Guidelines

These accurate design guidelines are provided to help maintain a consistent presentation of the DRS Corporate Identity across all our documents.

This is an example of the layout for a Tender Document this can be applied to any document type to achieve a consistent look and feel.

Working with

Direct Rail Services

Provision of Carrier Services via Rail

Tesco & Stobart Group And Direct Rail Services Ltd.

Main HeadingTypeface Arial Bold 25pt. 80% Black.

With key words or phrases can be picked out in cyan.

Sub HeadingTypeface Arial Regular 10pt. 80% Black.

Guidelines on placing logos Logos of Tender partners should always appear at the base of the front right hand side of the document cover. Size of logo should not exceed the size of the type on the main DRS logo.

Logos must always be of the correct proportion and not be used stretched or squashed.

Please ensure that the image resolution of your logo is of acceptable quality.

If you need help contact marketing, we are here to help.

50mm

57mm

190mm

140mm

35mm

Partner & Partner GroupAndDirect Rail Services Ltd.


Rail Infrastructure Project Support

Area of DRS SpecialisationTypeface Arial Bold Regular 12pt. 80% Black.

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Main HeadingTypeface Arial Bold 12pt. Black.

Sub Heading and body copyTypeface Arial Regular 12pt.Black.

Guidelines on placing logos Logos of Tender partners should always appear at the top left hand side of the page. Size(s) of logos should be in proportion to the size of the type on the main DRS logo. (see above)

Logos must always be of the correct proportion and not be used stretched or squashed.

Please ensure that the image resolution of your logo is of acceptable quality.

If you need help contact marketing, we are here to help.

35mm

Direct Rail Services

I. DRS Markets & Key Customers

Direct Rail Services is an established national rail freight operator with a unique blend of skills and experience, benefiting from strong and diverse business portfolio.

• Specialist Freight

Direct Rail Services is the ONLY operator in the UK to have achieved approval to carry nuclear materials by rail, delivering Spent Nuclear Fuel, Decommissioning Waste and Nuclear Construction support.

The company impressive safety record is matched by its security and reliability record, with 100% delivery record in the nuclear sector.

DRS has unrivalled expertise in delivering tailor-made rail transport and associated services that meet the stringent safety and security demands of the nuclear industry and become the first choice provider for specialist transport solutions for many key organisations in the nuclear industry, such as Magnox Generation, EDF, INS, Sellafield Ltd and LLWR.

The Company’s long history in this most demanding of fields, backed up by the world-leading status of NDA parent company gives DRS an unequalled body of experience and expertise in the shipment of this most sensitive of loads.

• Intermodal Freight

The Company expertise in developing innovative, cost effective rail solutions, combined with its respected reputation for safe, secure and reliable services, and industry heading partnership approach, has resulted in a number of highly successful train services for UK’s leading logistics providers.

DRS developed and became part of fully integrated transport solutions for fast moving consumer goods (FMCG), high value products and time critical cargoes.

Direct Rail Services’ impressive performance is reflected in an industry-leading On Time Delivery record, placing DRS at the forefront in this critical sector. Through our road logistics partners (WH Malcolm, JG Russell and Stobart Rail) DRS is entrusted on a daily basis to deliver “just in time” cargos for high street retailers and supermarkets such as Tesco, ASDA, Morrison’s, Marks & Spencer, Ikea and Diageo to name a few.

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Direct Rail Services: Corporate Tender: Interior Guidelines

Corporate Tender - Guidelines

These accurate design guidelines are provided to help maintain a consistent presentation of the DRS Corporate Identity across all our documents.

This is an example of the layout for a Tender Document this can be applied to any document type to achieve a consistent look and feel.


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