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
HEX: #F3F51D
RGB: 243.245.29
CMYK: 1.0.88.4
HEX: #83BE7A
RGB: 131.190.122
CMYK: 31.0.36.25
HEX: #77CCED
RGB: 199.204.2378
CMYK: 5014.0.7
HEX: #C889C0
RGB: 199.135.190
CMYK: 0.32.5.22
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: #003447
RGB: 0.52.71
CMYK: 100.27.0.72
HEX: #51384E
RGB: 81.56.78
CMYK: 0.31.4.68
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: #616201
RGB: 97.98.1
CMYK: 1.0.99.62
HEX: #60250D
RGB: 97.37.14
CMYK: 0.62.86.62
HEX: #4C3A04
RGB: 76.58.4
CMYK: 0.24.95.70
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
HEX: #903714
HEX: #C04A1B
HEX: #F15D22
Main Color
HEX: #F37D4E
HEX: #F69D7A
HEX: #F9BEA6
HEX: #2F5418
HEX: #4F7249
HEX: #699862
HEX: #83BE7A
HEX: #AEDCA7
HEX: #C3E5BD
HEX: #E1F2DE
HEX: #336375
HEX: #40829B
HEX: #5FA3BE
HEX: #77CCED
HEX: #92D6F0
HEX: #ADE0F4
HEX: #C8EAF7
HEX: #614B0A
HEX: #997408
HEX: #CC9B0B
HEX: #FFC20E
HEX: #FFD456
HEX: #FFE69E
HEX: #FFF2CE
HEX: #51384E
HEX: #785273
HEX: #A06E9A
HEX: #C889C0
HEX: #D989D3
HEX: #E9D0E6
HEX: #F4E6F4
Sequential:
Colors are ordered from low to high
#F9BEA6
#F69D7A
#F37D4E
#F15D22
#C04A1B
#903714
#60250D
#E1F2DE
#C3E5BD
#AEDCA7
#83BE7A
#699862
#4F7249
#2F5418
#C8EAF7
#ADE0F4
#92D6F0
#77CCED
#008BBF5
#40829B
#336375
#FFF2CE
#FFE69E
#FFD456
#FFC20E
#CC9B0B
#997408
#614B0A
#F4E6F4
#E9D0E6
#D9ACD3
#C889C0
#A06E9A
#785273
#51384E
Diverging:
Two Sequential with a neutral midpoint
#F15D22
#F69D7A
#F9BEA6
MID
#C8EAF7
#AEE0F4
#77CCED
#83BE7A
#AEDCA7
#E1F2DE
MID
#F4E6F4
#E9BBE6
#C889C0
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.