Visual Identity &
Branding Guidelines
The branding is clean, simple, legible, and organized — like streets built for people should be. And friendly and vibrant, with a touch of the unexpected — like our city should feel.
In 2010, Transportation Alternatives adopted a logo and visual identity system designed by Doyle Partners. Please review the following guidelines before downloading and applying the Transportation Alternatives logo.
Transportation Alternatives
Color Palette
Hues
Brand Color
HEX #f15d22
R241 G93 B34
C0 M79 Y100 K0
Pantone 172
HEX #ffc20e
R255 G194 B14
C0 M25 Y100 K0
Pantone 7408
HEX #fcff00
R252 G235 B0
C7 M0 Y97 K0
Pantone 101
HEX #a4de06
R164 G222 B0
C41 M0 Y100 K0
Pantone 380
HEX #00aeef
R0 G174 B238
C69 M14 Y0 K0
Pantone 2925
HEX #cA57c1
R202 G87 B193
C28 M76 Y0 K0
Contrast Color
HEX #000000
R0 G0 B0
C60 M60 Y60 K100
Shades
HEX #ffffff
R255 G255 B255
C0 M0 Y0 K0
HEX #ffd89b
R255 G216 B155
C0 M16 Y43 K0
HEX #fff49d
R255 G244 B157
C2 M0 Y47 K0
HEX #d3d9ad
R211 G217 B173
C18 M7 Y37 K0
HEX #d3b0d4
R211 G176 B212
C15 M33 Y0 K0
HEX #acccd4
R172 G204 B212
C32 M9 Y13 K0
HEX #393d00
R57 G61 B0
C65 M53 Y98 K56
HEX #431604
R67 G22 B4
C45 M80 Y84 K70
HEX #52300f
R82 G48 B15
C45 M70 Y93 K57
HEX #380a38
R56 G10 B56
C73 M95 Y43 K56
HEX #355e1c
R53 G94 B28
C78 M39 Y100 K34
Contrast Color
HEX #001b35
R0 G27 B53
C96 M81 Y48 K62
Tints (to Overlay Over Photos ONLY)
TA Logos
Primary Logo (Stacked)
One-line version (Horizontal)
Brand Mark
Download TA Logos
Primary Logo (Stacked)
TA Logo CMYK (Print EPS)
TA Logo B&W (Print EPS)
TA Logo RGB (Digital PNG)
One-line version (Horizontal)
TA Logo Horiz CMYK (Print EPS)
TA Logo Horiz B&W (Print EPS)
TA Logo Horiz RGB (Digital PNG)
Brand Mark
TA Logo Mark CMYK (Print EPS)
TA Logo Mark B&W (Print EPS)
TA Logo Mark RGB (Digital PNG)
TA Logo Usage & Treatment
Do’s:
Do display the brand-mark and word-mark in a single, uniform color:
TA Orange (brand color) (preferred), black, or white.
Do keep the logo cutout (“T” which turns into an arrow) transparent to its background.
Do maintain the established proportions of the logo.
The size of the circle in the logo artwork should determine the minimum space width and height between the logo and any other non-affiliate logo (ex: TA logo can be closer to “Bike Month,” since it is a TA event, but must be at least a circle’s distance away in a logo lockup with, say, Riders Alliance).
The width of the stem of the “T” in the logo cutout is equal to the space between the logo and the word-mark.
Don’ts:
Do Not alter the proportions of the logo and the word-mark. The logo must function as a single, cohesive unit.
Do Not fill the logo cutout with a different color.
Do Not attempt to typeset the word-mark. The logo contains kerning and letterforms that contribute to its character.
Do Not rotate or tilt the brand-mark independent of the word-mark.
Do Not separate the brand-mark from the word-mark, if both are present. Whenever the brand-mark and word-mark are both used, they must be used together.
Do Not display the brand-mark and word-mark in more than one color or fill with a gradient.
Families for Safe Streets
Color Palette
Brand Color
HEX #ffc20e
R255 G194 B14
C0 M25 Y100 K0
Pantone 7408
HEX #000000
R0 G0 B0
C60 M60 Y60 K100
HEX #380a38
R56 G10 B56
C73 M95 Y43 K56
HEX #f15d22
R241 G93 B34
C0 M79 Y100 K0
Pantone 172
FSS Logos
Primary Logo
TA-FSS Lockup
Download FSS Logos
FSS Logos
FSS Primary Logo CMYK (Print, EPS)
FSS Primary Logo RGB (Digital, PNG)
FSS Primary Logo RGB (Digital, PNG, Transparent Background)
TA-FSS Lockups
TA-FSS Lockup Color (Print, EPS)
TA-FSS Lockup Color (Digital, PNG)
TA-FSS Lockup Marks (Print, EPS)
TA-FSS Lockup Marks (Digital, PNG, Transparent Background)
FSS Usage & Treatment
Do’s:
Do use the Primary Logo with black outer ring.
Do use the TA-FSS Lockup files provided.
Don’ts:
Do Not change any colors in any logo.
Do Not change proportions of any part of the logo.
Do Not try to lay out a TA-FSS Lockup.