Modeshift Stars Brand guide 1.1

MODESHIFT STARS
Guidelines for correct usage

CONTENTS INDEX
MODESHIFT STARS
Logo guidance
The look ................................................................. 2
Correct / incorrect use ........................................... 3
Clear space + minimum size requirements ............ 4
Co-branding clear space requirements...................... 5
Partnership badges ................................................ 6
Using the badges ................................................... 7
Logo variations (awards) ....................................... 8
Colours
Print colours + references .................................... 10
Use of typography
Our typeface ......................................................... 12
Usage examples:
online communications + social platforms
Use of logo online + social media ........................ 14
Usage examples: printed communications
Printed communications ...................................... 16
Newsletter ............................................................ 18
advertising
Poster + leaflets .................................................... 20
Stationery
Compliment slip + business card ......................... 22
Joint branded business card ............................... 23
Letterhead ............................................................ 24
Usage examples: presentation
Presentation ......................................................... 26
Usage examples: online communications
Email signature .................................................... 28
Imagery: photography
Photography ........................................................ 30
Branded merchandise
Promotional items ................................................ 32
Code names and team names on
branded merchandise / clothing
Branding on clothing ............................................ 34
Usage examples: trade-show graphics
Pop-up banner ..................................................... 36
Usage examples: other tools
Modeshift STARS awards plaques ....................... 38
Brand images
Modeshift STARS illustrations ............................. 40
Modeshift STARS illustrations continued ............. 41
A FINAL NOTE

1 MODESHIFT STARS IDENTITY STYLE GUIDE | Guideline for proper use
MODESHIFT STARS
The National School Travel
accreditation scheme
Modeshift STARS is a national schools
awards scheme that has been established
to recognise schools that have
demonstrated excellence in supporting
cycling, walking and other forms of
sustainable transport.

The look
MODESHIFT STARS Logo
The logo has been mindfully designed
to meet the Modeshift STARS 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.

Correct / incorrect use
Right colour, right place
Although the standard colour version of the Modeshift
STARS 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
STARS 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 STARS
logo and the background is less than 50%.
01. The logo should sit on a white background with the minimum space around it as indicated later in the
Modeshift STARS 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
STARS 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.
01 05
08
0602
07
04
03

Clear space +
minimum size requirements
Even sisters need space
away from each other
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 maximum legibility, please do not
reproduce the logo smaller than indicated in
this diagram.
For print : No less than 30mm.
For pixel sizing:No less than 130 pixels wide.
X = “S” type height
30 mm 130 pixel
MInimum size for print MInimum size for Pixel/web

Co-branding
clear space requirements
Give our STARS logo
some personal space
Please use this reference as a guide when
placing other corporate identities near the
STARS logo.

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laccab ipsanto taquidunt evellup tatur? Quo te labo.
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mo ea velendit que provitas prae simi, consenduci
conIdunt aut pereiciam inci dolestr umquunt.
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quaerch itatecum verum earci volorios aut abo.
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voluptat preptis volor sum atis poritia dolessita
pore porupta velitissum volore ma volorem harum
rem et volupta comnis nonsequamus moluptata
dolor aris venimpor aut quia illat hilit aspe voluptas
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quasper spidebitis nia dest atum laccab ipsanto taquidunt evellup
tatur? Quo te labo. Loriae sit rerfere ruptiore officimus maximil
liquid mo ea velendit que provitas prae simi, consenduci conIdunt
aut pereiciam inci dolestr umquunt.
Lum laborum fuga. Periatur aut est, omnihitam quaerch itatecum
verum earci volorios aut abo. Lorecto repellorro quae preptis
volupiet aut que voluptat preptis volor sum atis poritia dolessita
pore porupta velitissum volore ma volorem harum rem et volupta
comnis nonsequamus moluptata dolor aris venimpor aut quia illat
hilit aspe voluptas ventem nimi, natem vernatur apedit elestru
Youth Travel Safer Travel
Partnership badges
Badge for our friends
Approved Modeshift Partner who need an
identity will have a badge created as shown on
the right. These badges are used to indicate
that they are partnered with Modeshift STARS;
a product / initiative that they are providing is
officially linked with the STARS scheme. The
badges are used on online or offline platforms
such as websites or promotional literature of a
product / initiative.
The badges can either be used alongside the
partner's logo or use it as a stand alone logo;
Do not re-create your own badges, logos, or
other identities.
Examples of
badge usages

Using the badges
Minimum Clear Space +
Minimum Size requirements
Please use this diagram reference on the right
as a guide for minimum space requirements. The
minimum clear space around the badge is equal
to half the height of S mark icon. To create the
greatest impact, allow even more space around
your badge. Do not allow photos, typography,
or other graphic elements to enter the minimum
clear space area.
The minimum signature size should be used
only when layout space is extremely limited. Use
the badges at a larger size whenever possible.
Make sure the badges are smaller than partners
identity when placed next to each other.
Badge colour
Partnership badge can be displayed only in all-
STARS Blue or all-white. When placing a badge
on black or dark colour backgrounds, use an
all-white badge reversed out of the background
colour. Never place a STARS partner badge on a
visually cluttered or patterned background.
X
0.5 X 0.5 X
0.5 X0.5 X
For all STARS partnership badges, the minimum size is 8 mm in print
and 35 pixels on screen, measuring the height of the STARS badge.
Allow minimum clear space as shown.
8 mm
35 px

Logo variations
(awards)
Logo typemark with
different awards + years
The STARS logo comes in a variety of
forms for different use cases. These
logos must be used as stated in page
3, 4 and 5 of this style-guide.
Schools can achieve three levels of
accreditation: Bronze, Silver and Gold.
There are also various awards, for
which we have specifically adapted
logos: 'Modeshift STARS Regional
School of the Year', 'Modeshift
STARS National School of the Year'
and different years, as shown in the
examples. Minimum size guide is set
to the same as our standard STARS
logo which can be found on page 4.
R S  YT NSTA N S  Y
Official award logos
Regional School of the YearThe National School Travel Awards
Official award logos with years
National School of the Year

Colours

Print colours + references
Our colours are our
personality
These colours should always be used.
In addition, the STARS identity has
gradient and award colours. The award
colours are to be used for award titles.
• 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. STARS Bronze
CMYK 25 / 45 / 65 / 15
RGB 170 / 128 / 91
HEX # aa805b
STARS Silver
CMYK 10 / 5/5 / 25
RGB 178 / 183 / 186
HEX # b2b7ba
STARS Gold
CMYK 0 / 10 / 60 / 10
RGB 233 / 204 / 117
HEX # e9cc75
STARS Gradient
CMYK 100 / 0 / 0 / 0
RGB 0 / 173 / 239
HEX # 00adef
CMYK 70 / 10 / 0 / 65
RGB 0 / 84 / 113
HEX # 005471
BLUE
Pantone Pro.
Cyan C
CMYK 100 / 0 / 0 / 0
RGB 0 / 173 / 239
HEX # 00adef
NAVY
Pantone P
114 -16 C
CMYK 100 / 18 / 0 / 60
RGB 0 / 77 / 116
HEX # 004d74
Primary colours for text and headers

Use of typography

Our typeface
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abcdefghijklmnopqrstuvwxyz
0123456789.,!?
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
0123456789.,!?
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.

Usage examples:
online communications
+ social platforms

Use of logo
online + social media
Modeshift STARS icon
The Modeshift STARS icon (‘S’ mark) is used
throughout online platforms. It must consist of
the PMS colours as already stated on page 10
of this style guide. We recommend using the
appropriate sized mark to avoid a distorted
appearance.
• Use these marks in a readable size.
• Maintain empty space equal to at least
quater of the icon height on all sides.
• Keep icons straight and free of filters and
effects.
‘S’ mark
The ‘S’ mark 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 height
of the ‘S’ mark. The minimum clear space of ¼x should always be
applied. Try to maximize clear space whenever possible.
When it is not possible to recreate the colour icon, use the white-out
version as illustrated above. The square surrounding the ‘S’ mark icon
may be black, grey, or Modeshift STARS Blue. If you are using it online
in a small size, we recommend using a png. file to avoid blurring.
X
Keep some space when placing with other social icons.
¼ X

Usage examples:
printed communications

Usage examples:
Positioning
In almost all instances, printed
communications coming from
Modeshift STARS 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 opposite.
t reUr millauditium re nos nonsequam
repellu ptatiis dolessu mendit
e nimus eum si bearchit ium dus experis
rehent.
Letterhead
Business Cards
Leaflets
Complimentary Slip
STARS
Modeshift STARS | PO Box 3122 | Stafford ST16 9JN | admin@modeshiftstars.org.uk
•
•
00 MAY 2015DATE

Usage examples:
newsletters

Bikeability
Balance
The BikeabilityBus
Bikeability Fix
Bikeability
Fun-Time
Bikeability on
Show
Bikeability Parents
Bikeability Primer
Bikeability
Recycled
Bikeability Ride
Bikeability School
Award
Bikeability
Transition
environment and their community.
MODESHIFT STARS
MODESHIFT STARS
Usage examples:
newsletter
Please use the correct template when
creating your newsletter.
InDesign template is available from the
resource department.
Newsletter
STARSSUMMER TERM 2015
MODESHIFT
Insert
mugshot
here
IInnsnsnsnsIIInsIIInsnInsnsIInsnsInnsnsIInsnsInIInInnnsnsssIIInInnnInInsssInnnnnInnsnnsnssInnnnsssssssssnsnsnsssnsnssssssssnnssssserterterterterterterterrrtrtertrtrtrterterterterreerterterrtrteerterrrrterertrrterrrrrrrerterrrrrrrerrrrrrrrrrrrrrrrrrrrrrrerrrrerrrrrrtrrrrerrrrttrttttttttttttt
mmmmmmmugmmumuuuugugugugugugugugugggmmmmuguguuggmmmmuuuuugugmmmuuuggugmmmmumumuuuguuuugugggggugmmmuuguuummmmmuuugmmugugmm gmmmugmm gmmmmmm gggmuumuugggssshohohhohoshoshoshohoshshshshshoshosshhsshssshhhshssssshhsssshsssshssshhs tttttttttt
hehhehehehhherereeeererherhheherererrrerereereeereeheheeerheererereeeerreeerehereeheeeeerereeeeerrererrrrrrreerrrrrrrrrrreeeeeeeeeeeeeeeeeeeeeeeeeeeeeeeeee
RESOURCES TO HELP YOU
ACHIEVE MODESHIFT STARS

Usage examples:
advertising

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 poster showing contact
information.
Option 3 This option demonstrates the
use of a poster that includes a colour
identity strip and logo, but with no
secondary marks.
Option 1 Option 2
Option 3
admin@modeshiftstars.org.uk @ModeshiftSTARS 0120 000 0000
THE NATIONAL SCHOOL TRAVEL AWARDS

Usage examples:
stationery

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

Usage examples:
joint branded
business card
Joint branded business cards have
been created. Place your logo in the
given area. Please refer back to the
guideline for minimum clear space on
page 5. Do not attempt to adjust or
re-create the templates. The business
card template has been developed in
print and is available from 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. At least one telephone number
5. Individual email address
6. Company website address
7. Address
Joint Branded
Business Cards
Align right
DIRECTOR XXXXXX GROUP
YOUR LOGO
X

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. Helvtica 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.
Modeshift STARS | PO Box 3122 | Stafford ST16 9JN | admin@modeshiftstars.org.uk
•
•
00 MAY 2015DATE

Usage examples:
presentation

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 NaTioNal School Travel awardS
ThaNk you
Welcome

Usage examples:
online communications

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 recreate or change
the email signature in any way. All
email signatures will contain the
following:
1 Correct company logo
2 Name
3 Position within the company
4 Telephone number
5 Individual email address
6 Company web address
John Smith
Your Title
username@modeshift.org.uk
T +44 (0) XX XXXX XXXX
www.modeshiftstars.org
T NSTA

Imagery: photography

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

Branded merchandise

Usage examples:
promotional items
Typemark or ‘S’ mark
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.
SUPPORTINGSUSTAINABLETRAVEL
Other Fonts
Do not alter the logo or
logos into other fonts.
Use the approved
corporate logo.
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 'S' mark 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 'S' mark.

Code names and team names on
branded merchandise / clothing

Branding on clothing
Using the logo correctly
When creating branded clothes such
as a T-shirt, we prefer to use the white
Modeshift STARS logo on a darker
garment and the black Modeshift
STARS logo on a lighter garment. If
the clothing you are placing the logo
on is white, the full colour logo may be
used. 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

Usage examples:
trade-show graphics

Usage examples:
pop-up banner
When creating text to be displayed
on the pop-up banner, please refer
to pages 12 in this style guide for
correct usage of fonts and pages 4 for
guidelines of 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

Usage examples:
other tools

Modeshift STARS
awards plaques
Plaques
For schools fortunate enough to be
accredited with multiple awards, the
new Modeshift STARS plaques will be
given.
Do not alter its design or colours.
T NSTA
Supported by
Our school has achieved
www.modeshiftstars.org
Bronze Level Silver Level Gold Level

Brand images

Modeshift STARS
illustrations
Characters help our
conversation
We have developed a set of
illustrations, they are used to help the
richness of conversation across our
collaterals. Images are available in all
the modeshift and modeshift STARS
brand colours including the gradient.
Do not alter its shape / design or
colours.
Cycle to school
Park & Stride 2a2c
Park & Stride 2f2c
Cycle to work
Park & Stride 2m2c
Park & Stride 1f2c

School busPriority seating
YTAs20mph Zone
Walk to schoolScoot to school
Cycle home
Zebra crossing
Modeshift

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 Modeshift STARS manager.
A FINAL NOTE

Modeshift Stars Brand guide 1.1

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