Attachment_H_Breeze_Brand_Style_Guide.pdf

BRAND STYLE GUIDE

ATTACHMENT H

Breeze Brand Style Guide

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Sarasota County Area Transit (also known as SCAT) has rebranded to Breeze. Prior to rebranding, the public transit system consisted of four brands: SCAT fixed route, SCAT Plus paratransit, OnDemand by Sarasota County, and the Siesta Key Breeze. These distinct brands failed to communicate a connection between services or relation to the overall system. To better convey the comprehensive public transportation network, the County Commission authorized development of a new name and visual brand in August 2021.

Rebranding presents an opportunity to align the public transportation system with community values. A study was conducted to determine brand qualities that would be relevant to and integrated within the Sarasota County community. In Summer 2023, the Breeze brand was born.

Each of us is responsible for cultivating and maintaining a brand that resonates with riders, residents, and visitors. The Brand Style Guide provides context and establishes guidelines for the consistent implementation of the Breeze brand.

Welcome to Breeze.

The Sarasota County Transportation Authority (SCTA) was established in 1974 by County Ordinance 74-36 and amended by Ordinance 2023-035. It is a decision-making body comprised of elected County Commission membership. The SCTA remains intact to oversee public transportation matters throughout Sarasota County.

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Great brands encourage service utilization by

1) raising awareness of a service, 2) generating a positive perception of the service, and 3) increasing consideration to use the service.

Brand Objectives AWARENESS: how might I get there?

By unifying services under one brand umbrella, a primary brand name will benefit from greater market exposure. Community members will be more likely to recall service brand names and associate them with the county’s public transportation network.

PERCEPTION: how do I want to get there?

A values-based brand will create an attractive alternative to driving personal vehicles. The brand qualities will resonate with community members.

CONSIDERATION: how will I get there?

Clear, consistent, branded materials will help potential riders easily understand and access services.

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Marketing study participants identified the community as a beach paradise with a leisurely lifestyle.

Internal stakeholders expressed the desire for a fun, consumer-oriented brand that reflects our friendly coastal community, while emphasizing a modern, professional approach to public transportation.

Brand Values

The name Breeze was selected for the new brand.

• �“Breeze” is often preceded by words that communicate a coastal experience – sea breeze, gulf breeze, ocean breeze.

• �“Breeze” describes a light wind and is commonly associated with ease, as in “easy breezy.” A breeze is personified as playful. These characteristics contribute to a fun, leisurely connotation.

• �Breeze indicates movement, which is the core of a transportation service. Forward movement is synonymous with progress.

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Brand Values

Coastal Beach Paradise

Leisurely & Laid Back

Easy to Use

Innovative

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Moving People to Live, Work, and Play

Owning the Brand

We’re dedicated to more than moving passengers from one place to another. We aspire to provide a service that carries individuals toward their best life, as in “to be lifted by the breeze.”

OUR VISION

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Owning the Brand

The quality of our service is reflected in the people who choose to ride it. We owe our customers the experience of a clean, refreshing breeze.

OUR MISSION

Delivering Exceptional Experiences that show

Customers We Value them and their Choice to Ride transit.

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The Breeze logo is comprised of two elements — the logotype and the icon. The differentiated logos also include service designation.

Together they form the visual brand and should be used jointly, without alteration, as they appear above.

The logotype or icon may be presented independently on occasion, but only if the complete logo is also displayed on the material.

The Brand

Logo The icon visually presents motion.

It is intentionally ambiguous, suggesting either the movement of air (breeze) or water (waves).

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Service Logos Breeze Transit encompasses three services.

The OnDemand and Plus services have differentiated logos.

Any content (type, photos, or other graphics) that appears beside a Breeze logo must be placed a minimum distance from the logo. The surrounding clear space is defined as half the height of the capital “B” in the word “Breeze.”

The primary Breeze logo (Surf Aqua accent) is assigned to the overall transit system as well as fixed route service, whether by bus or trolley.

OnDemand

The Breeze OnDemand service logo is differentiated with a Palm

Green accent and the addition of the phrase “OnDemand” in a secondary font.

Plus The Breeze Plus service logo is differentiated with a Sunset Coral accent and the addition of the word “Plus” in a secondary font.

Clear Space

OnDemand

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Color Palette

Print

Digital

COUNTY BLUE

PMS 288 C

C100 / M67 / Y0 /K23

COUNTY BLUE

R0 / G74 / B141 HEX #004b8d

SURF AQUA

PMS 319 C

C65 / M0 / Y20 /K0

SURF AQUA

R62 / G194 / B207 HEX #3ec2cf

PALM GREEN

PMS 360 C

C62 / M0 / Y78 /K0

PALM GREEN

R102 / G191 / B107 HEX # 66bf6b

SUNSET CORAL

PMS 170 C

C0 / M50 / Y45 /K0

SUNSET CORAL

R246 / G151 / B128 HEX #f69780

The base blue color is the same blue used in Sarasota County’s logo.

This ties the transit system to other local, publicly funded services.

The accent colors are inspired by a Gulf coast sunset.

It is important to maintain sufficient color contrast for the visually impaired. Use of the Surf Aqua, Palm Green, and Sunset Coral accent colors should be limited to non-essential graphic elements. These accent colors should not be used for text.

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Fonts The italicized serif font adds movement to the word “Breeze.”

The sans-serif secondary font adds a friendly and contemporary touch to the OnDemand and

Plus logos.

Capitolium 2 Bold Italic Adobe Font available from Adobe Creative Suites Font Library

ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz 1234567890

Poppins Medium Adobe Font available from Adobe Creative Suites Font Library

ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz 1234567890

These fonts are used in the logo and can be adopted for stylized applications and materials. Their use is not required for standard workplace communications. Emails and word processing files should use professional, easy-to-read fonts such as Arial, Calibri, or

Times New Roman.

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Logo Backgrounds standard logo knockout (white) logo on dark color logo against light background greyscale logo logo against dark color backgrorund knockout (white) logo on black

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• � The majority of materials will feature a larger Breeze system or service logo in a prominent location, reserving a smaller space for the Sarasota County logo in the header or footer.

• � On multi-page documents, it is acceptable for the Sarasota County logo to appear only on the first or last page.

• � Where the Breeze system or service logo is not a featured design element, a logo lock-up should be utilized in the header or footer as shown below. The logo lock-up should also appear in all employee email signatures.

Co-Branding As a service of Sarasota County government, all Breeze materials should include the Sarasota County logo.

The Breeze system logo appears on the left, followed by a dividing line, with the Sarasota County logo on the right. The logos and dividing bar are the same height. The space between the end of each logo and the dividing bar is equal to half the height of the capital “B” in the word “Breeze.”

The logos are both presented in color with a County Blue dividing bar. When placed on a dark background, both logos are in white with a white dividing line.

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Logo Restrictions

To ensure brand consistency, it is essential for the Breeze logo to be used as it was designed. This prohibits alterations to proportion, color, orientation, etc.

The examples to the right demonstrate improper use of the Breeze logo.

Breeze

Changing or Altering Colors

Stretching/Squeez-

Outline, Stroke, or Bold-

Do not use on a background or pattern that will make the logo illegible

Rotating or Changing Orientation

Unapproved Font

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Examples

• �I’m a Sarasota County transit planner. I work for Breeze Transit. I’m employed by Sarasota County. Breeze Transit is operated by Sarasota County Government. I drive for Breeze.

• �Call Sarasota County 311 and ask to speak with a Breeze staff member. Did you know Breeze OnDemand is part of the Breeze Transit network?

Additional Naming Conventions When referring to individual fixed routes, use “Breeze Route” followed by the route number. The route name can be added in parentheses if additional detail is needed.

• There is a delay on Breeze Route 19.

• There is a delay on Breeze Route 19 (Cattlemen Station to Gulf Gate Station).

• �Where there is no route number, use “Breeze” followed by the descriptor. For example, “Everyone rides free on the Breeze Siesta Key.”

When referring to individual OnDemand zones, use “Breeze OnDemand:” followed by the zone descriptor.

For example, a map label would read “Breeze OnDemand: Venice/Englewood.”

Use of the Brand Name

DO

Breeze Transit may be shortened to Breeze or Transit.

“Sarasota County” may precede “Breeze Transit,” but it is not necessary. (Sarasota County Breeze Transit, Sarasota County Transit, Sarasota County Breeze)

DON’T

Breeze Transit should never be abbreviated with initials or turned into an acronym. (BT, B.T.)

“The” is not part of the brand and should not be capitalized when used in conjunction with “Breeze.” (Have you heard about The Breeze?

Ride The Breeze bus. )

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• Content should be written at a 6th to 8th grade reading level.

• When able, write in the affirmative rather than the negative (DO this, instead of DON’T DO that).

• �Include an invitation to continue the conversation (i.e. “for more information, visit...”

“to ask questions, contact...” or “send your comments to...”).

• �To support the visually impaired, follow color contrast guidelines and use a minimum font size of 12 points. Consider audio/screen reader functionality when designing instructional materials, service change notifications, and solicitations for engagement.

• �Display regulatory materials in English, Spanish, and any other languages identified in the Title VI Plan. In addition to English, display posted materials in Spanish when space allows. Include a Language Assistance statement on posted materials that notify of service changes or solicit participation.

Brand Voice and Accessibility

Breeze messaging should be delivered in a voice that reinforces brand values. While professional standards trump the use of “laid back” language and “leisurely” grammar, the following guidelines ensure approachable communications:

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Brand Imagery

The images incorporated into Breeze materials should reflect the brand values. The use of quality graphics (high resolution, high contrast) will support a reputation for quality service. Photographs and other illustrations should convey elements of user-friendly, progressive public transportation within a relaxed, coastal lifestyle.

The photos to the right are examples of brand-appropriate images. Sarasota County’s Communications Department maintains a library of high-quality images and should be used as a resource for new or existing photo requests.

Innovative

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Accessible

Visitor-Friendly

Vibrant

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Brand Templates

When communicating from the workplace, employees represent the Transit department and the Breeze brand. Personal branding elements (motto, illustrations, style preferences, etc.)

should not be applied to workplace communications.

Employees will be provided access to an electronic folder containing file templates for a variety of workplace applications

(letterhead, presentation slides, etc.). If additional templates are required, employees should make a request to the department’s Communications Coordinator.

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Email Formatting and Signatures The following guidelines conform with Sarasota County’s email instructions. Any revisions to the county’s instructions supersede these guidelines.

• �The email message should display a black font, in a 12-point font size, against a solid white background (the inclusion of backgrounds, borders, photographs/graphics are not allowed).

• �The email message should be typed in a simple font that does not have styling or embellishments (italic, cursive, handwritten, or similar flourishes are not appropriate).

• �Email signatures should match the format below. Confirm your Working Job Title with your supervisor. Refrain from using any content in your signature beyond what is shown.

• Contact information is the Arial font style in a 12-point size.

• The first (name) line is 12-point, bold Arial font.

• The footnote (public record laws) is 10-point, italicized Arial font.

• �Please ensure the email address, web address, and social media icon links in your email signature are active.

First Name Last Name Working Job Title Sarasota County Breeze Transit

Address: 5303 Pinkney Ave., Sarasota, FL 34233 Office: 941-123-1234 Cell: 941-123-1234 Email: email@scgov.net Web: www.scgov.net

All email sent to and from Sarasota County Government is subject to the public record laws of the State of Florida.

To learn more about Florida’s Sunshine Law click here.

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311 or 941-861-5000 scgov.net/breeze • breeze@scgov.net

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