A brand guideline I have created for Modeshift - not for profit membership organisation funded by the public, private and community sectors in the United Kingdom for promoting active and sustainable travel. I was also involved in designing of their identity.

1. IDENTITY STYLE GUIDE
Guidelines for correct usage

2. CONTENTS INDEX
WELCOME
Logo guidance
The look ................................................................. 3
Correct / incorrect use ........................................... 4
Clear space + minimum size requirements ............ 5
Co-branding clear space requirements .................. 6
Strapline ................................................................. 7
Colours
Print colours + references ...................................... 9
Use of typography: our typeface
Our typeface ......................................................... 11
Usage examples:
online communications + social platforms
Use of logo online + social media ........................ 13
Usage examples: printed communications
Printed communications ...................................... 15
Usage examples: printed communications
Newsletter ............................................................ 17
Usage examples: printed communications
advertising
Poster + leaflets .................................................... 19
Usage examples: printed communications
Stationery
Compliment slip + business card ......................... 21
Joint branded business card ............................... 22
Letterhead ............................................................ 23
Usage examples: presentation
Presentation ......................................................... 25
Usage examples: online communications
Email signature .................................................... 27
Imagery: photography
Photography ........................................................ 29
Branded merchandise
Promotional items ................................................ 31
Code names and team names on
branded merchandise / clothing
Branding on clothing ............................................ 33
Usage examples: trade-show graphics
Pop-up banner ..................................................... 35
A FINAL NOTE

3. 1 MODESHIFT IDENTITY STYLE GUIDE | Guideline for proper use
WELCOME TO OUR
NEW IDENTITY STYLE GUIDE
This guide is intended to provide a visual reference on how to
correctly use the Modeshift and Modeshift STARS identities in
all situations.
The Modeshift brand statement
Modeshift is a national membership organisation that
specialises in active and sustainable travel and provides
behaviour change support for those working with children,
young people, families, school communities, educational
establishments and places of work.
Modeshift also seeks to influence national debate, government
policy and public opinion - and works with other organisations to
achieve common goals.
Our vision
Modeshift’s vision is for a society in which active and
sustainable travel is the preferred mode of transportation,
creating healthier spaces, healthier people and healthier
communities.

4. 2 MODESHIFT IDENTITY STYLE GUIDE | Guideline for proper use
Logo guidance

5. 3 MODESHIFT IDENTITY STYLE GUIDE | Guideline for proper use
The look
The MODESHIFT logo
The logo has been mindfully designed to
meet the Modeshift brand objectives and
we believe it embodies the personality we
are trying to communicate to our target
audiences. Its role in bringing our message
of active and sustainable travel to the world
makes it an integral part of our mission
to build and maintain equity in our brand.
As such, its appearance must be uniform
throughout all applications, and the graphic
integrity of the logo and identity elements be
governed by the consistent use of established
standards, observed in all communications
with our vendors, affiliates and the general
public.
Any alterations to the logo are prohibited.

6. 4 MODESHIFT IDENTITY STYLE GUIDE | Guideline for proper use
Correct / incorrect use
Right colour, right place
Although the standard colour version of the
Modeshift logo is always preferred, there may be
situations, such as the use of the logo over an
unsuitable background, (for example, a colour
element already in the logo, such as cyan, white or
black) that dictate the use of a reverse colour logo.
Any solid colour without gradients, tints, effects or
embedded photos within the allowed proximity of the
logo may be used. In these situations, only the white
Modeshift logo is allowed to be used. Black out or
colour version logo can be used when it is placed
over pale tint background, a transparent image or
image where there is clear space or no clatter. The
two-tone logo is not allowed. No solid background is
to be allowed where the contrast between the white
Modeshift logo and the background is less than 50%.
01
02
04
03
05
06
07
08
01. The logo should sit on a white background with the minimum space around it as indicated later in
the Modeshift Identity Guide. 02. When the logo is placed on a solid contrasting colour background,
the white-out logo must be used as shown. 03. When the black out logo is placed on a lighter coloured
background ( tint of 20% or less recommended ), the black-out logo must be used as shown. 04. Do not
use the reverse colour logo on lighter coloured background ( with contrasts of less than 50% ). 05. The
full colour Modeshift logo must not be shown on a coloured background. 06. When you are placing the
logo on a photo, the white out logo cannot be placed on a white area where there is no contrast and
it cannot be seen. Conversely, if using the black-out logo it cannot be placed on a black area where
there is no contrast and it cannot be seen. If the photo is so mixed with white and black that it cannot be
contrasted, then a white or black box must be created for the logo to sit inside, as a reverse colour of that
box. 07. Do not rotate the logo. 08. Do not shadow, emboss, or modify the shape of the logo in any way.

7. 5 MODESHIFT IDENTITY STYLE GUIDE | Guideline for proper use
Clear space +
minimum size requirements
We all need some space,
and our logo is no different
Clear space around the logo amplifies its
significance and enhances its appearance.
To preserve its visual integrity and avoid
diminishing its impact, it must never be
crowded by extra elements such as text,
photography, background patterns, or other
symbols or logos. In all print applications,
please surround the logo type with at least
the minimum amount of clear space as shown
by this diagram.
Minimum size
For legibility do not reproduce this logo
smaller than indicated in this diagram.
For Print : No less than 30mm wide and 50mm
with the strapline.
For Pixel sizing :No less than 75 pixels wide.
X = logo type height
X = logo type height
30 mm
Logo with the strapline
MInimum size for print
MInimum size for print with the strapline
MInimum size for Pixel/web
Logo without the strapline
75 pixel
50 mm

8. 6 MODESHIFT IDENTITY STYLE GUIDE | Guideline for proper use
Co-branding
clear space requirements
Space between logos
Please use this reference as a guide when
placing other corporate identities near the
Modeshift logo.
X = logo type height
X = logo type height
Logo with the strapline
Logo without
the strapline

9. 7 MODESHIFT IDENTITY STYLE GUIDE | Guideline for proper use
Strapline
How and when to use
Our brand strapline is “Supporting
Sustainable Travel”. This strapline
encapsulates the ethos and spirit of Modeshift
organisation.
When you are using our strapline, it must
always be in the same position as shown
here. That position is set by X (shown by
this diagram) and exactly aligned with the
Modeshift logo above. The Modeshift strapline
should always be precisely X distance below
the Modeshift logo. This also applies to the
sizing of the strapline: it must always be in
the same proportion to the Modeshift logo.
The strapline is added to the logo when it
is readable. If it is scaled down too small,
we recommend removing the strapline and
adding it in a separate place where there
is space. However, it must be printed in the
Modeshift corporate typeface.
X = 1 / 5 T-arrow width
X

10. 8 MODESHIFT IDENTITY STYLE GUIDE | Guideline for proper use
Colours

11. 9 MODESHIFT IDENTITY STYLE GUIDE | Guideline for proper use
Print colours + references
Our colours are our personality
These colours should always be used.
• PMS spot colours are used as first choice
when available. It is the most consistent option.
• When PMS Spot colours are not available,
please match CMYK printing to PMS Spot
Colour.
• HEX and RGB are not applicable for printing.
These can be used for digital or non-screen
formats only.
BLUE
Pantone Pro.
Cyan C
CMYK 100 / 0 / 0 / 0
RGB 0 / 173 / 239
HEX # 00adef
GRAY
Pantone P
172 - 13C
CMYK 60 / 54 / 48 / 35
RGB 86 / 84 / 88
HEX # 565458
NAVY
Pantone P
114 -16 C
CMYK 100 / 18 / 0 / 60
RGB 0 / 77 / 116
HEX # 004d74
BLACK
Pantone P
Process Black C
CMYK 0 / 0 / 0 / 100
RGB 35 / 31 / 32
HEX # 231f20
Our primary colours for text and headers
Our secondary
colour

12. 10 MODESHIFT IDENTITY STYLE GUIDE | Guideline for proper use
Use of typography

13. 11 MODESHIFT IDENTITY STYLE GUIDE | Guideline for proper use
Our typeface
Arial
Arial is our preferred corporate
font and should be used for official
communications. This font should
always be used including headers and
text.
We have a typeface system for use in
all forms of brand communication. By
following these rules we can ensure
that the fonts we have chosen work
effectively.
Aa AaABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
0123456789.,!?
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
0123456789.,!?

14. 12 MODESHIFT IDENTITY STYLE GUIDE | Guideline for proper use
Usage examples:
online communications
+ social platforms

15. 13 MODESHIFT IDENTITY STYLE GUIDE | Guideline for proper use
Use of logo
online + social media
Modeshift icon
The Modeshift icon (‘T-Arrow’) is used
throughout the online platforms. It must consist
of the PMS colours as already stated on
the colour reference slide. Please follow the
guideline slides shown on pages 9 for correct
use of the colour. We recommend using the
appropriate sized mark to avoid a distorted
appearance.
• Maintain empty space equal to at least half the
height of the icon on all sides.
• Keep icons straight and free of filters and effects.
• As well as the coloured logo, a white logo with
coloured background can also be used as a badge.
Please follow the guidelines shown for a reference
of clear space around the mark.
T-arrow
The T-arrow icon must not be modified in any
way. It can be used in situations where there is
less space, such as the Twitter and Facebook
examples shown here.
The minimum clear space is defined as x, measured by the width of the
vertical stroke of the arrow. The minimum clear space of ¾x should always
be applied. Try to maximise clear space whenever possible.
When it is not possible to recreate the colour icon, use a one-colour version in cyan, black
or grey, as illustrated above. Alternatively, the circle surrounding the T-arrow icon may be
black, grey, or Modeshift cyan or Modeshift blue waith a white T-arrow within it. If you are
using the icon online in a small size, we recommend using a png. file to avoid blurring.
X
Keep some space when placing with other social icons.
¾ X
¾ X
As well as the coloured typemark logo, white with background can also be used
as a badge. Please follow the guideline page 5 and 6 for reference of clear space
around the mark.

16. 14 MODESHIFT IDENTITY STYLE GUIDE | Guideline for proper use
Usage examples:
printed communications

17. 15 MODESHIFT IDENTITY STYLE GUIDE | Guideline for proper use
MOVE
Usage examples:
printed communications
Positioning
In almost all instances, printed
communications coming from
Modeshift should use the standard
typemark logo.
To ensure our logo is always clearly
visible and readable it is placed in
positions of prominence. The logo
should appear in the top right-hand
corner. Where space is restricted the
logo should appear top centred or right
centred depending on the proportions.
Our standard logo should only appear
once on one side of a sheet of paper.
See examples.
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qui asin et am cus molorer ibeates adi alitatest latia cullo exces
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molut et quod ullaboreium quia prore, et mo dollestrum sincilica-
bor suntem rercium natus endit laborrum, qui oditatquias sequati
nonet, omniae voluptibus es duntur, unto voluptatem quiberi
busam, volut voloria nem as dolecae ptatium et quatis volorum
sequi reritibust assit laborest re nimus eum si bearchit ium dus
experis rehent.
Es sit fugiam, optae perestiore commos adipsapid et faccum
isiti omnis vent et et aut ellaborpost, aliquatia sincien ihicius,
ipsant aut venis moluptatiur? Quidis min re, sit es atus, same
nim que nobis qui ipisqua eratiusdae. Atectem que ne consed
endebit ioritaturest lautaquo etur, ute voluptius eaquost, qui bla
di solorep eliquatur?
Omnis des re, isime pa invel ipici con eicae. Et magnatur,
inimusam, num num accum es eum repudig endandi corempo
remquamet repelis volorio. Neque sinvent istius.
• Pellamus. Ilibus estrunt aut dolessunt quaestiume aut
Eriorrum re res etus explitam alit laboressi volor
as magnam ipsam apis ressundist autemque alit
quistotatati totatatur acculpa que laut aliti ut et es
t reUr millauditium re nos nonsequam
repellu ptatiis dolessu mendit
qui asin et am cus molorer ibeates adi alitatest latia cullo
exces sum lanihil lectur? Et omnis enim verumqu aectat
aut enis ersped molut et quod ullaboreium quia prore,
et mo dollestrum sincilicabor suntem rercium natus
endit laborrum, qui oditatquias sequati nonet, omniae
voluptibus es duntur, unto voluptatem quiberi busam,
volut voloria nem as dolecae ptatium et quatis volorum
sequi reritibust assit laborest re nimus eum si bearchit
ium dus experis rehent.
Es sit fugiam, optae perestiore commos adipsapid et
faccum isiti omnis vent et et aut ellaborpost, aliquatia
sincien ihicius, ipsant aut venis moluptatiur? Quidis
min re, sit es atus, same nim que nobis qui ipisqua
eratiusdae. Atectem que ne consed endebit ioritaturest
lautaquo etur, ute voluptius eaquost, qui bla di solorep
eliquatur?
Omnis des re, isime pa invel ipici con eicae. Et
magnatur, inimusam, num num accum es eum repudig
endandi corempo remquamet repelis volorio. Neque
sinvent istius.
• Pellamus. Ilibus estrunt aut dolessunt quaestiume aut aut est
as ad quas eum qui officiendus audis num qui nis dolorpo
• rporro maximus sim ilignihil magnia dollupt atibus, corem qui
t reUr millauditium re nos nonsequam
repellu ptatiis dolessu mendit
e nimus eum si bearchit ium dus experis
rehent.
Eriorrum re res etus explitam alit laboressi volor as
magnam ipsam apis ressundist autemque alit quistotatati
totatatur acculpa que laut aliti ut et es
Modeshift
PO Box 3122
Stafford ST16 9JN
admin@modeshift.org.uk
Eriorrum re res
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laboressi volor as
magnam ipsam
apis ressundist
autemque alit
quistotatati totatatur
acculpa que laut
Letterhead
Business Cards
Leaflets
Complimentary Slip
SHIFT

18. 16 MODESHIFT IDENTITY STYLE GUIDE | Guideline for proper use
Usage examples:
printed communications
newsletter

19. 17 MODESHIFT IDENTITY STYLE GUIDE | Guideline for proper use
Usage examples:
newsletter
Please use the correct template when
creating your newsletter.
InDesign template is available from the
resource department.
Newsletter
NEWS

20. 18 MODESHIFT IDENTITY STYLE GUIDE | Guideline for proper use
Usage examples:
printed communications
advertising

21. 19 MODESHIFT IDENTITY STYLE GUIDE | Guideline for proper use
Usage examples:
poster + leaflets
Typeface
Arial is Modeshift’s typeface and
should be used in all instances.
Endorsement styles
The following demonstrate the options
available for branding layouts on
advertising posters and leaflets.
Option 1 This option demonstrates the use
of a poster with no colour identity strip and
no secondary marks.
Option 2 This option demonstrates the use
of a full bleed image.
Option 3 This option demonstrates the use
of a poster showing contact information.
Option 4 This option demonstrates the use
of a poster that includes a colour identity strip
and logo, but with no secondary marks.
Option 5 This option demonstrates the use
of a poster that includes logos of partners at
the bottom.
Option 1 Option 2
Option 5
Option 3
admin@modeshift.org.uk @Modeshift1 0120 000 0000
Option 4
SUPPORTING SUSTAINABLE TRAVEL

22. 20 MODESHIFT IDENTITY STYLE GUIDE | Guideline for proper use
Usage examples:
printed communications
stationery

23. 21 MODESHIFT IDENTITY STYLE GUIDE | Guideline for proper use
Usage examples:
compliment slip +
business card
Compliment slip and business card
templates have also been created. Do
not attempt to adjust or re-create the
stationery templates. The business
card template has been developed in
print and is available from the resource
department.
All business cards produced should
contain the following information:
1. Correct logo / division logo
2. Name
3. Position within the company
4. Telephone number
5. Individual email address
6. Company website address
7. Address
Business Cards
Complimentary Slip

24. 22 MODESHIFT IDENTITY STYLE GUIDE | Guideline for proper use
Usage examples:
joint branded
business card
Joint branded business cards have
been created. Place your logo in the
given area. Please refer back to pages
5 and 6 for minimum clear space
guidelines. Do not attempt to adjust or
re-create the templates. The business
card template has been developed in
print and is available from the resource
department.
All business cards produced should
contain the following information:
1. Correct logo / Your brand logo
2. Name
3. Position within the company /
group name
4. Telephone number
5. Individual email address
6. Company website address
7. Address
Business Cards
align right
X = logo type height
YOUR LOGO
X

25. 23 MODESHIFT IDENTITY STYLE GUIDE | Guideline for proper use
Letterhead
Usage examples:
letterhead
Double-sided A4 letterhead templates
have been created. You must use
the correct logo on the letterhead for
the division. The letterhead template
opposite shows the layout for your
letter. Arial is recommended for all
letters. Do not attempt to adjust or re-
create the letterhead. The letterhead
template has been developed in print
and is available from the resource
department.
•
•

26. 24 MODESHIFT IDENTITY STYLE GUIDE | Guideline for proper use
Usage examples:
presentation

27. 25 MODESHIFT IDENTITY STYLE GUIDE | Guideline for proper use
Usage example:
presentation
On screen
PowerPoint templates have been
created and are available from the PR
and Communications team.
Guidance on text colour and text size
is shown. The empty belly template
should be white with the Cyan brand
strip running along the bottom. The
strip should contain the strapline,
‘Supporting Sustainable Travel’. Do
not attempt to change or re-create the
Corporate PowerPoint template.
Suporting SuStainable travel
thank you
Welcome

28. 26 MODESHIFT IDENTITY STYLE GUIDE | Guideline for proper use
Usage examples:
online communications

29. 27 MODESHIFT IDENTITY STYLE GUIDE | Guideline for proper use
Usage examples:
email signature
An email signature has been created
to bring consistency to all outgoing
electronic mail. This email template will
be set up for you by our IT department.
Do not attempt to re-create or
change the email signature. All email
signatures will contain the following:
1 Correct company logo
2 Name
3 Position within the company
4 Address
5 Telephone number
6 Individual email address
7 Company web address
Decisions on partner or third party logo
usage should be agreed with the PR
and Communications team.
John Smith
Your Title
PO Box 3122
Stafford, ST16 9JN
username@modeshift.org.uk
T +44 (0) XX XXXX XXXX
www.modeshift.org.uk

30. 28 MODESHIFT IDENTITY STYLE GUIDE | Guideline for proper use
Imagery: photography

31. 29 MODESHIFT IDENTITY STYLE GUIDE | Guideline for proper use
Usage examples:
photography
Approved imagery
stock library
Photos should document the customer
and/or employee experience in an
authentic way that allows the viewer to
identify with the subject matter. When
using more than one photo on the
same page a variety of pictures should
be used. Never combine photos that
depict the same emotion and the same
camera angle together.
Check if the image resolutions are high
enough for print production. Images
with too low a resolution must not be
used in Modeshift documentation.
Image stock library is available from
the resource department.
SUPPORTING SUSTAINABLE TRAVEL SUPPORTING SUSTAINABLE TRAVEL

32. 30 MODESHIFT IDENTITY STYLE GUIDE | Guideline for proper use
Branded merchandise

33. 31 MODESHIFT IDENTITY STYLE GUIDE | Guideline for proper use
Usage examples:
promotional items
Typemark or T-arrow.
Novelty items may use either version
of the logo (standard colour version
or reversed logo) on a case-by-case
basis. Since there is usually not more
than one logo on an item, the primary
question is “Is there a space to place
the typemark logo?” Here are some
examples showing both the icon mark
and standard logos.
The strapline is added to the typemark
logo when it is readable. If it is scaled
down less than 50mm in width, we
recommend removing the strapline and
adding it in a separate place where
there is space. However, it must be
printed in the Modeshift corporate
typeface.
SUPPORTINGSUSTAINABLETRAVEL
Other Fonts
Do not alter the logo or
logos into other fonts.
Use the approved corpo-
rate logo or logos.
Tone on tone
The standard logo may
be recoloured to create a
tone-on tone effect on give-
aways.
Inappropriate items
Do not select items which
are connected with alcohol,
smoking or promote sex.
Small items
Small items such as pens use the standard logo set
horizontally for maximum legibility. The strap line can be
removed off and placed on another area of a product if it is
not suitable to place in its normal position.
Cups / Mugs
We recommend the typemark for coffee cups and
mugs, however, in some cases the T-arrow icon can
be used. In these instances, avoid matching with
background colours.
Caps
Our standard logo can be used in black or white. Use
appropriate tone version depending on the background
colour, e.g. black on light background, white on darker
background. Do not use the T-arrow icon mark.

34. 32 MODESHIFT IDENTITY STYLE GUIDE | Guideline for proper use
Code names and team names on
branded merchandise / clothing

35. 33 MODESHIFT IDENTITY STYLE GUIDE | Guideline for proper use
Branding on clothing
Using the logo correctly
When creating branded clothes such
as a T-shirt, we prefer to use the white
Modeshift logo on a darker garment
and the black Modeshift logo on a
lighter garment unless the clothing you
are placing the logo on is white. Do not
change the colour of the logo in any
way.
When it is necessary to place project
name or team name, ensure there is
adequate clear space between the
logo and the name or place it on a
separate area.
School Travel Advisor
SUPPORTING SUSTAINABLE TRAVEL

36. 34 MODESHIFT IDENTITY STYLE GUIDE | Guideline for proper use
Usage examples:
trade-show graphics

37. 35 MODESHIFT IDENTITY STYLE GUIDE | Guideline for proper use
Usage examples:
pop-up banner
When creating text to be displayed
on the pop-up banner, please refer to
pages 4 and 5 in this style guide for
correct/incorrect usage and guidelines
for clear space of the logo. There is no
maximum word-count, however, the
message should be succinct, easily
legible and displayed as close to eye
level as possible. The banner should
never be completely filled with text.
Suggested point sizes:
• Heading – 245 pt / 294 pt leading
• Subheading – 130 pt / 188 pt leading
• Body – 67 pt / 112pt leading
Opposite templates are available from
the resource department.
This is subheading
This is subheading
POP UP
BANNER
TITLE
POP UP
BANNER
TITLE
Subheading
Subheading
POP UP
BANNER
TITLE
Option 1 Option 2 Option 3
YOUR
IMAGE
HERE

38. 36 MODESHIFT IDENTITY STYLE GUIDE | Guideline for proper use
Requests for variation to
the use of the logos
and other parts of the
brand identity
Normally, there does not need to be
any reason why a variation is needed,
however, there may be an exceptional
circumstance. In this case, please
send your request, with an example,
to the Chair of Modeshift.
A FINAL NOTE