Union Pacific. Brand Guide

Transcription

1 Union Pacific W Brand Guide 2013

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3 Table Of Content Logo Rationale... 4 Signature Elements... 5 Typeface... 6 Color Study... 7 Clear Space... 8 Acceptable Styles with Logo Unacceptable Styles with Logo Business Cards Letterhead Envelop Website Packaging Advertisment Page Layout Pictures... 19

4 Logo Rationale The Union Pacific railroad company was created in July 1, President Abraham Lincoln signed an act to start the Pacific Railway also known as the original Union Pacific. This Railroad company only runs through out the western coal reserves. The reason for this is that there are more productive in theses areas. Going to the gulf coast and the southern part of Texas. The railroad is the nation s largest hauler in chemicals and intermodal carriers; such as transporting truck trailers and marine containers. Also carries coal, food products, forest products, grain and grain products, metals, and automobiles and parts. Union Pacific has 10,000 customers, from steamship lines, to vehicles manufacturers, agricultural companies, utilities, intermodal companies, and chemical manufactures. 4

5 Signature Elements Icon Wordmark Union Pacific This company has two logos, an icon and wordmark. The icon represents the company, it shows what it is about and the histroy to it with a little modern look to it. Tagline 5

6 Typefaces Copperplate Gothic Bold ABCDEFGHIJKLM- NOPQRSTUVWXYZ COPPERPLATE GOTHIC LIGHT ABCDEFGHIJKLM- NOPQRSTUVWXYZ COPPERPLATE Regular ABCDEFGHIJKLMNOPQRSTU- VWXYZ Copperplate Bold ABCDEFGHIJKLMNOPQRSTU- VWXYZ The Union Pacific logo has only one typeface, Copperplating Gothic. This font has two types with it, bold and light. The Copperplate Gothic is the best font for this logo. It helps bring the logo together. It has a historic feel to it and a little modern feel to it. Must use this typeface when possible. COPPERPLATE LIGHT ABCDEFGHIJKLMNOPQRSTU- VWXYZ Franklin Gothic Medium Regular ABCDEFGHIJKLMNOPQRSTU- VWXYZ abcdefghijklmnopqrstuvwxyz Franklin Gothic Medium Italic ABCDEFGHIJKLMNOPQRSTU- VWXYZ abcdefghijklmnopqrstuvwxyz Use this typeface, if you cannot use the primary typeface. 6

7 Color Study for logo For the Union Pacific, their main color for this logo is Pantone 2746 CP. The other colors that are in the logo is Pantone 200C and white. Theses three colors also represent the United States. We use theses colors because the US is a major facotor for the Union Pacific. They helped each other grow into what it is today. The colors also show a since of history. The Union Pacific is one of the first railroad companies in the United States. Pantone 2746 CP C 100 Y 100 M 0 K 0 R 46 G 48 B 146 Pantone EC C 1 Y 18 M 87 K 0 R 253 G 206 B 60 C 13 Y 100 M 100 K 4 R 203 G 32 B 38 Pantone 200 C Union Pacific 7

8 Clear Space X A clear space is the area that is around the logo. This needs to be kept free from other graphics or lettering. To define the clear space, it is defined as x. X is the measurement of the height and the width of the logo. LOGO 1 X Union Pacific X X 8

9 LOGO 2 X X 2X 2X X X 9

10 ACCEPTABLE logo on Color Backgrounds tageline can go on the right side tageline can go under the icon Union Pacific just the icon Logo 2, tageline can go under the icon Union Pacific Logo 2 and tageline with color background Union Pacific Logo 2 all black also no tageline 10

11 UNACCEPTABLE logo on Color Backgrounds do not use tageline above icon do not use tageline on the left side of icon Union Pacific Union Pacific do not put the tageline in the center of logo do not put the tageline above the logo Union Pacific do not use logo 2 with black background 11

12 Business Card Back Company Business Card Union Pacific Railroad 1400 Douglas Street Omaha, NE UP Main Number: Front Employee s Business Card Tim Young CEO Cell: Office: tyoung@up.com 12

13 Letterhead 1400 Douglas Street Omaha, NE Fellow Shareholders: Our 2011 results demonstrated the capabilities of the men and women of Union Pacific and the strength of our unique and diverse franchise, contributing to the safest and most profitable year in Union Pacific s 150-year history. Both top and bottom line results achieved historic milestones and generated record earnings of $6.72 per share and a return on invested capital of 12.4 percent. We rewarded shareholders with improved financial returns, including a 58 percent increase in the quarterly dividend per share and more than $1.4 billion in share repurchases. UP s stock price reached new highs in 2011, increasing 14 percent and outpacing the S&P 500 by 14 points as well. As volumes increased, we maintained excellent customer service and achieved many new safety records. With Total Safety Culture flourishing across our company, employee injuries hit a record low in 2011, capping a decade of significant improvement. Customers also rewarded us with record satisfaction ratings, clearly valuing our service offerings and the efficiencies we provide as part of their total supply chain. Capital investments play a critical role in meeting the long-term demand for transportation. In 2011, we invested a record $3.2 billion across our network. Over half was spent on replacing and hardening our infrastructure to further enhance safety and reliability. The balance was invested to support business growth. Projects large and small, in all regions where we operate, will enable us to serve our customers well in the years ahead. This level of investment is supported by the strong financial returns we generated in As we focus our efforts on 2012 and beyond, we see continued prospects for growth from our existing customers, along with new, emerging market opportunities. Union Pacific plays a vital role in the global supply chain. International trade currently represents one third of our revenue base, and it is growing. An increasing U.S. population base will stimulate long-term demand for most of the goods we carry. As the only railroad to serve all six major gateways to Mexico, we are in an excellent position to benefit from expanding U.S. trade with Mexico. With the development of new and improved horizontal drilling techniques, the U.S. has seen a dramatic expansion of drilling activity for crude oil and natural gas at various shale formations around the country. We re extending our energy reach by providing an efficient rail-based supply chain to support the ongoing expansion of this business. Last year was a historic milestone that set the stage for 2012, which marks 150 years of history for Union Pacific. The generations who came before us helped build a nation, and today Union Pacific continues to play a critical role in helping our country grow and prosper. We re making significant capital investments, generating increasing financial returns, providing fuel efficient and environmentally responsible transportation, and creating solid, well-paying jobs. The bar has been raised for Union Pacific in 2012 and our prospects have never been better. We pay tribute to our 45,000 employees, whose innovation and teamwork will move us forward to even greater accomplishments in Douglas Street Omaha, NE

14 Envelops Union Pacific Railroad 1400 Douglas Street Omaha, NE

15 Website Log In Creat Account Customers Employees Suppliers Investors About Us Search Track Order Jobs at UP Annual Report Company Store Contact Us What s New Train Station Location Follow Us 15

16 Packaging Unio n Pa cific WE HAUL ANYTHING 16

17 Advertisment 17

18 Go down 1in Header Size 36pt Page Layout Set-Up W: 6 in H: 0.22in W: 5 in H: 0.113in W: 6 in H: 0.164in Width 17 in W: 8.5 in Space in Between: H: 0.15 in Theses three bars must be on every new chapter. The blue must be first, yellow second, the the red must be third. They muct stat the same Width and Height at all time and must stay the same distance apart. The three bars can be put against each other or seperate, depending if new chapters are short and a page after another. The sheild, at the bottome of the page must be on every page unless there is a photo there. The page number must be in the center of the shield at all time. Page Numbers Size: 11 pt 18

19 PIctures 1 Old Logo Photos must have the new logo on them. The photos can be anything that involes trains, like train tracks, train cars, ect... 2 Remove Old Logo 3 Add New Logo 19

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