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
RGB: 241.93.34
CMYK: 0.79.100.0
Pantone 172
HEX: #FFC20E
RGB: 255.194.14
CMYK: 0.24.95.0
Pantone 7408
HEX: #FCFF00
RGB: 252.255.0
CMYK: 1.0.100.0
Pantone 101
HEX: #A4DE06
RGB: 164.222.6
CMYK: 26.0.97.13
Pantone 380
HEX: #00AEEF
RGB: 0.174.239
CMYK: 100.27.0.6
Pantone 2925
HEX: #CA57C1
RGB: 202.87.193
CMYK: 0.57.4.21
Contrast Color
HEX: #000000
RGB: 0.0.0
CMYK: 60.60.60.100
Shades
HEX: #355E1C
RGB: 53.94.28
CMYK: 78.39.100. 34
HEX: #001B35
RGB: 0.27.53
CMYK: 96.81.48.62
HEX: #380A38
RGB: 56.10.56
CMYK: 73.95.43.56
Contrast Color
HEX: #FFFFFF
RGB: 255.255.255
CMYK: 0.0.0.0
Tints (to Overlay Over Photos ONLY)
HEX: #FFD89B
RGB: 255.216.155
CMYK: 0.16.43.0
HEX: #FFF49D
RGB: 255.244.157
CMYK: 2.0.47.0
HEX: #D3D9AD
RGB: 211.217.173
CMYK: 18.7.37.0
HEX: #D3B0D4
RGB: 211.176.212
CMYK: 15.33.0.0
HEX: #ACCCD4
RGB: 172.204.212
CMYK: 32.9.13.0
HEX: #393D00
RGB: 57.61.0
CMYK: 65.53.98.56
HEX: #431604
RGB: 67.22.4
CMYK: 45.80.84.70
HEX: #52300F
RGB: 82.48.15
CMYK: 45.70.93.57
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.
Data Visualization Color Palette
Categorical: Contrasting colors for individual comparison
HEX: #60250D
RGB: 69.37.13
CMYK: 0.61.86.62
HEX: #903714
RGB: 144.55.20
CMYK: 0.62.86.44
HEX: #C04A1B
RGB: 192.74.27
CMYK: 0.61.86.25
HEX: #F15D22
RGB: 241.93.34
CMYK: 0.79.100.0
Main Color
HEX: #F37D4E
RGB: 243.125.78
CMYK: 0.49.68.5
HEX: #F69D7A
RGB: 246.157.122
CMYK: 0.36.50.4
HEX: #F9BEA6
RGB: 249.190.166
CMYK: 0.24.33.2
HEX: #415802
RGB: 65.88.2
CMYK: 26.0.98.65
HEX: #628503
RGB: 98.133.3
CMYK: 26.0.98.48
HEX: #83B104
RGB: 131.177.4
CMYK: 21.0.98.31
HEX: #A4DE06
RGB: 164.222.6
CMYK: 26.0.97.13
HEX: #BFE750
RGB: 191.231.80
CMYK: 0.49.68.5
HEX: #D1EE82
RGB: 209.238.130
CMYK: 12.0.45.7
HEX: #E3F5B4
RGB: 227.245.180
CMYK: 7.0.27.4
HEX: #003447
RGB: 0.52.71
CMYK: 100.27.0.72
HEX: #00688F
RGB: 0.104.143
CMYK: 100.27.0.44
HEX: #008BBF
RGB: 0.139.191
CMYK: 100.27.0.25
HEX: #00AEEF
RGB: 0.174.239
CMYK: 100.27.0.6
HEX: #4CC6F3
RGB: 76.198.243
CMYK: 69.19.0.5
HEX: #99DEF8
RGB: 153.222.248
CMYK: 38.10.0.3
HEX: #CCEEFB
RGB: 204.238.251
CMYK: 19.5.0.2
HEX: #4C3A04
RGB: 76.58.4
CMYK: 0.24.95.70
HEX: #997408
RGB: 153.166.8
CMYK: 0.24.95.40
HEX: #CC9B0B
RGB: 204.155.11
CMYK: 0.24.95.20
HEX: #FFC20E
RGB: 255.194.14
CMYK: 0.24.95.0
HEX: #FFD456
RGB: 255.212.86
CMYK: 0.17.66.0
HEX: #FFE69E
RGB: 255.230.158
CMYK: 0.10.38.0
HEX: #FFF2CE
RGB: 255.242.206
CMYK: 0.5.19.0
HEX: #3C1A39
RGB: 60.26.57
CMYK: 0.57.5.67
HEX: #652B60
RGB: 101.43.96
CMYK: 0.57.5.60
HEX: #8D3C87
RGB: 141.60.135
CMYK: 0.57.4.45
HEX: #CA57C1
RGB: 202.87.193
CMYK: 0.57.4.21
HEX: #D989D3
RGB: 217.137.211
CMYK: 0.37.3.15
HEX: #E9BBE6
RGB: 233.187.230
CMYK: 0.20.1.9
HEX: #F4DDF2
RGB: 244.221.242
CMYK: 0.9.1.4
Sequential:
Colors are ordered from low to high
#F9BEA6
#F69D7A
#F37D4E
#F15D22
#C04A1B
#903714
#60250D
#E3F5B4
#D1EE82
#BFE750
#A4DE06
#83B104
#628503
#415802
#CCEEFB
#99DEF8
#4CC6F3
#00AEEF
#008BBF5
#00688F
#003447
#FFF2CE
#FFE69E
#FFD456
#FFC20E
#CC9B0B
#997408
#4C3A04
#F4DDF2
#E9BBE6
#D989D3
#CA57C1
#8D3C87
#652B60
#3C1A39
Diverging:
Two Sequential with a neutral midpoint
#F15D22
#F69D7A
#F9BEA6
MID
#CCEEFB
#99DEF8
#00AEEF
#A4DE06
#D1EE82
#E3F5B4
MID
#F4DDF2
#E9BBE6
#CA57C1
Families for Safe Streets
Color Palette
Brand Color
HEX: #FFC20E
RGB: 255.194.14
CMYK: 0.25.100.0
Pantone 7408
HEX: #000000
RGB: 0.0.0
CMYK: 60.60.60.100
HEX: #380A38
RGB: 56.10.56
CMYK: 73.95.43.56
HEX: #F15D22
RGB: 241.93.34
CMYK: 0.79.100.0
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.