Brand Identity StandardsTI.3.0

identity standards TI 3.0
The fundamentals
of our brand
X
X

X
X
Introduction
our Mission
To create a significant competitive advantage and market dominance for our
clients by providing unsurpassed logistics expertise and technology.
our Vision
To be the World’s leading provider of value-based logistics services.
our Values
Transportation Insight values its integrity, the pursuit of excellence, and an
uncompromising commitment to quality in serving its clients.
XXX
1
our Brand

X
X X
Our brand identity standards
Contents
> About Our Brand
> Our New Brandmark
> Core Values
> Design Philosophy
> Our Voice
> Signature
> Tag Line
> Symbol
> Logo Type
> Space & Size
> Corporate Colors
> Typography
> Business System – Letter head, envelope, BC
> Presentations PPT
> Email Signature
> Logo and Tag line usage on specialty items
32

X
X X
About our brand
As Transportation Insight transforms its business, we take this opportunity to
better define our identity and brand promise to our clients. Our core identity
remains the same.We are still the trusted partner working to provide our
clients the best solutions and discovering continuous improvements to give
our clients a competitive advantage to help them dominate their market.To
reinforce this identity, we have focused our core philosophy on becoming
a trusted partner with our clients.We have made a commitment to deliver
innovative, results-oriented solutions.The total integration of our identity,
behavior, and core values will allow us to uphold the essential promise of our
brand: to provide best-practices in every pillar of our offerings. In one sentence,
this is what we and our brand are all about.
This book has been created to reveal our newly refined identity, and introduce
you to the personality, appearance, and voice of the new Transportation Insight
brand.The standards within were created to give you a technical understanding
of the components and structure of our new image. Keep in mind that this is a
living document and look for electronic updates and additions as we grow.
I invite you to read and see for yourself the beginning steps of the new
Transportation Insight brand.With your attention and support we will
continue to prove to our clients that they can always count on Transportation
Insight.
Sincerely,
Chris Baltz
Chief Strategic Officer
5
Core values
The defining pillars of the Transportation Insight brand are the values that we
continuously strive to manifest through our work.Throughout this book, both
in language and design, we have sought to simultaneously demonstrate and
describe the composition, character, and integrity of our new identity.The basic
values invigorating our brand are described below.
Client-driven
“Every decision we make will be based on being “Tuned In”(listening) to,
and responding to, client needs”(Paul Thompson, CEO).We know that our
success depends on consistently providing value for our clients. Consequently,
we must always strive to be attentive listeners, (to be Tuned In) able to respond
compassionately, quickly, and decisively.
Trust
“The greatest quality is to be considered dependable” (anonymous).Trust is earned
through the consistent display of attentive consideration and delivery of
effective solutions. By listening to clients, we show we care. By responding
effectively to what we hear, we are dependable.
Innovation
To be considered innovators, we have to stay a step ahead of the ever changing
market, evolving technology and business insight.To achieve this, we must
focus on anticipating new developments and problems before they arise. Our
reputation for innovation will emerge from our intuitive understanding of what
will be needed before it is asked for.
Action
Our success will flow from the innovation and effectiveness of our services.
Effectiveness stems from the provision of appropriate, intelligent, responsive,
and proactive solutions that provide continuous improvement opportunities to
every client we serve.
4

X
X X
Design philosophy
In the reconstruction of our brand, we have tried to exemplify in every respect
a distinct identity and philosophy.
Throughout this book you will see and read about the exact guidelines
governing the use and implementation of our signature, language, and graphic
design.
Our signature was carefully crafted to encompass and represent our brand’s
philosophy. It embodies the idea that represents no beginning and no end
within the circle and illustrates movement and continuous improvements.
This also represents the three parts of our new tag line. Evaluate. Innovate.
Dominate.
In all of our communications and graphics, it is our wish to radiate
a simple sense of elegance, sophistication, and innovation.
7
Our voice
Usage
The Transportation Insight brand is a promise of integrity and respect in all
of our endeavors. Our values guide our behavior and the way in which we
communicate. Our attitude is reflected through the usage and tone of our
language.
Please follow these guidelines for communication:
> Use a Tuned In mindset and “listen”to clients needs before offering solutions
> Be knowledgeable, never arrogant, patronizing or dogmatic
> Speak clearly and concisely to demonstrate intelligence, honesty and integrity
> Use factual evidence in supporting strong claims
> Demonstrate loyalty, understanding and compassion
Tone
Our tone of voice conveys the attitude, integrity and demeanor of our
personality.
Our preferred tone stems from our values:
> Empathetic, understanding, polite, positive, respectful
> Consistently portray Transportation Insight as the insightful business partner
> Adopt a friendly and approachable manner that will encourage interest
6

X
X X
This new Transportation Insight signature is the graphic
representation of our company and the values for which it
stands. It identifies us to the world, displaying an image that is
both strong and unique.
The Transportation Insight signature combines the two most
important visual elements of our brand, the Transportation
Insight logotype and the symbol.The diagram to the left
illustrates the recognizable graphic features that make the
Transportation Insight signature unique.
The Transportation Insight signature elements should never
be separated. Position, size, and color, along with the spatial
and proportional relationships of the Transportation Insight
signature elements are predetermined and should not be altered.
To ensure consistent representation of our brand identity always
use high-quality vendors and reproduction methods.
To obtain electronic master signature artwork,
go to our Share Point portal at
http://share.t-insight.com/intranet/community/doclib/
Marketing/Forms/AllItems.aspx
TI Signature
symbol TI logotype
TI signature
8 9

X
X X
The new Transportation Insight tag line defines where we are
going in TI 3.0.What sets us apart and will resonate with our
prospects and clients.
Evaluate. Transportation Insight takes a continuous
improvement approach to world-class supply chain
management. We carefully analyze a client’s current supply
chain state when evaluating potential for strategic partnership.
As a 3PL, we provide freight data analysis, on-site operational
assessment and one-of-a-kind solutions. Our recommendations
are designed to help clients save money and improve control and
productivity in the future state of their logistics operations.
Innovate. Innovation flourishes as our logistics professionals
collaborate and create unique supply chain solutions. We
use industry expertise and intellectual capital to create new,
customized ways to help our clients meet their business goals.
In addition to our top talent in logistics engineering, financial
analytics and cutting-edge technology,Transportation Insight
employs business and operational professionals from many
industries. We assimilate enterprise-wide knowledge to create
distinctive, best-in-class transportation solutions.
Dominate. With leaders strong in carrier knowledge,
Transportation Insight is successful in helping our clients
go beyond creating and sustaining competitive advantage to
helping them dominate their markets in the way they desire!
Some clients may want to dominate as #1 in their market space.
Others may want to be a solid #2 in market position but the best
in customer service. The key is our strategic, ongoing efforts to
make our clients more profitable and efficient. By providing
continuous improvement to help our clients dominate their
markets, we’ll dominate ours.
Tag line
10 11

X
X X
The unique Transportation Insight symbol stands for the three
components of our tag line. Evaluate. Innovate. Dominate.
It represents our new process of assessment, to evaluate before
we begin.Then using our innovation, integrating diverse ideas
to solving complex problems within the supply chain, leading to
excellence that will help our clients dominate their market.
The diagram to the left demonstrates the origin of the
Transportation Insight symbol design and construction. It is
meant as historical information only, and does not imply that the
symbol can in any way be manipulated.The importance of this
cannot be stressed strongly enough; modification or
re-treatment of the TI symbol will detract from the integrity of
the TI signature and, more importantly, the value of the
TI brand.
12 13
Symbol
Evaluate
Innovate
Dominate
Continuous Improvement

X
X X
The Transportation Insight logotype was created as a specific
artistic style to convey the personality and voice of the TI brand.
The san-serif style was favored for its flowing quality and ability
to render a balance and symmetry that is complementary to the
Transportation Insight symbol. In order to protect the integrity
of our brand, the logotype must never be altered or replaced by
any other type.
Logo type
14 15
Logo Type Style
Insignia LT Std

X
X X
Clear space refers to a distance of “X”, as a unit of
measurement, surrounding each side of the TI signature.“X”
equals the height of the letter “n”of the TI logotype. A minimum
clear space requirement has been established to ensure the
prominence and clarity of the TI signature. It is essential that the
TI signature remains free of all graphics, identities, photography,
and typography.
Minimum size refers to the smallest size at which the
TI signature may be reproduced to ensure its legibility.The
minimum reproduction size of the TI signature is 3.25”wide,
based on the length from the left edge of the circle to the right
edge of Transportation Insight® logotype outer edge of the
register mark. However, when space limitations dictate the use
of a reproduction size that is smaller than the recommended
minimum, we have developed a stacked version of the
signature to use. (See next page for sample of stacked version
of Transportation Insight signature). Otherwise contact the
Transportation Insight corporate marketing department for
approval of those special applications. Observe the reproduction
size requirements of the signature to avoid poor quality or
distortion.
The register symbol
®is a legal component of the
Transportation Insight® signature and must always be present
to protect our identity. Contact the Transportation Insight
corporate marketing department for approval any re-sizing of
the register symbol ®.
Space and size
16 17
X
X
3.25” Minimum size based on width of logo
X
X X
X
“n” height = x
x = clear space around signature

X
X X
The intended use of the stacked or vertical logo is to allow
flexibility in narrow spaces to keep our brand dominant and the
tag line easy to read.
This stacked version of the Transportation Insight signature is to
only be used by the Transportation Insight corporate marketing
department. All others should make a request for approval of any
special applications that may be needed in the event the single
line signature will not work. One example of that would be in a
one color use. (See example on left).
Optional vertical logo for smaller
applications & one color usage
Stacked signature
18 19
Evaluate. Innovate. Dominate.
One color use

X
X X
Color provides a strong visual link to our brand identity across a
wide range of applications.TI yellow, blue and black serve as our
brand’s corporate colors for print, electronic and environmental
applications.
Transportation Insight yellow is Pantone 111, blue Pantone
302 and black. The color chips for the TI provided with these
standards are the Pantone color standards that all printed
materials should match.
The secondary color palette has been created for use in
presentations and other corporate materials.To find colors that
are consistent with the business needs of client, enterprise, and
online applications, please refer to the relevant style guides.
To ensure consistent representation of our brand identity always
use high-quality vendors and reproduction methods.
Corporate colors
20 21
secondary colors
to be selected

X
X X
Proper application of the Transportation Insight signature is
essential for promoting, maintaining, and protecting our brand.
Adhere to the specifications in these standards and use high-
quality vendors and reproduction methods to ensure consistent
representation of our brand.
The preferred color configuration of the Transportation Insight
signature is in full color (4 color process) and should be used
whenever possible. Based on the applications and reproduction
requirements, there are two ways to reproduce the TI symbol:
for applications such as collateral and presentations, the TI
symbol reproduces in four-color process. For applications such
as stationery, the TI symbol reproduces in three colors,TI yellow,
blue and black (for reproduction instructions, see diagram to the
left).
22 23
Signature colors
three and four-color reproduction
cmyk
four-color
process

X
X X
a 20% screen of
PMS 302 is used
to deﬁne word
Insight
or use stacked
signature, p. 16
The Transportation Insight signature must always appear clearly
and legibly on its backgrounds. Always observe clear space
specifications and use high-quality vendors and reproduction
methods.The preferred color configuration of the TI signature
in full color should appear on a white background whenever
possible or the tan background specified on the top left.
The Transportation Insight signature may also appear on some
dark-colored, and light-colored backgrounds as long as sufficient
contrast is provided. In situations where the background color is
a grayscale or a percent of a color somewhere between absolute
black and white, please observe the following recommendation:
when the background shifts to more than 50% gray in density,
the TI logotype must appear in white. A gray background
density of less than 50% requires the use of the full color TI
logotype.
When placing the signature on a background other than the
ones specified in these standards, use your best judgment to
determine whether full color or white TI logotype renders the
highest contrast.
Always ensure legibility by placing the signature in an area that
is simple and uncluttered leaving some white space around the
signature.
20
24 25
Signature backgrounds
tan background/4 color signature
tan background
C - 0
M - 0
Y - 8
K - 7
50% color background/4 color signature
100% background color/white signature
background
50% of PMS 302

X
X X
Our primary font family is Adobe Caslon Pro and it is widely
used in both internal and external TI communications as the
body of text (mostly print).This serif font is available in various
weights. For our purposes, however, the most commonly used are
Regular, Regular Italic, Bold, and Bold Italic.
Electronic communications (e.g.,Word templates & power
point) require the use of the TrueType version of this font.
Our secondary font family is Gotham.This san-serif font is
used to complement the primary font family as headlines, sub
heads and call outs.The most common used are Gotham Bold as
headline with and Gotham Light as sub-head or call outs.
Under no condition should the “logo”type be used for anything
other than the logo to preserve the integrity of our brand.
26 27
Corporate typography
Adobe Caslon Pro is the primary type style
the world leader in third party logistics - regular
the world leader in third party logistics - italic
the world leader in third party logistics - bold
the world leader in third party logistics - bold italic
Gotham is the secondary type style
the world leader in third party logistics - light
the world leader in third party logistics - italic
the world leader in third party logistics - bold
the world leader in third party logistics - bold italic

X
X X
328 First Avenue NW Hickory, NC 28601 • 828.485.5000 • TransportationInsight.com
328 First Avenue NW, Hickory • NC 28601328 First Avenue NW, Hickory • NC 28601
Letter head, envelope, business cards.
Business card art layout below:
Letterhead and business envelope art
will be provided for printing by marketing department.
Business system
328 First Avenue NW
Hickory • NC 28601
transportationinsight.com
828.485.5207 .o
828.322.8612 .f
704.839.6195 .c
bmorey@t-insight.com
Bret Morey
Marketing Manager
back
328 First Avenue NW
828.485.5207 .o
828.322.8612 .f
704.839.6195 .c
Bret Morey
Marketing Manager
back
28 29
328 First Avenue NW
828.485.5207 .o
828.322.8612 .f
704.839.6195 .c
Bret Morey
Marketing Manager
TI Signature centered
3.25” wide max.
Persons name
centered - 10pt
Gotham bold
10pt leading
Title - 8pt
Gotham light
centered
Address and
web address
ﬂush left - 8pt
Gotham light
9pt leading
1/8” from
edges
1/8” from
edges
type not to
drop below
Phone numbers
and email address
ﬂush right - 8pt
Gotham light
9pt leading
X
{{

X
X X
Power point presentations
30
Power Point Presentations (PPT)
31

X
X X
32 33
Email signature

X
X X
35
Logo and tag line usage
on specialty items
34

X
X X

Brand Identity StandardsTI.3.0

Recommended

Recommended

More Related Content

Viewers also liked

Viewers also liked (11)

Similar to Brand Identity StandardsTI.3.0

Similar to Brand Identity StandardsTI.3.0 (20)

Brand Identity StandardsTI.3.0