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Brand Identity and Logo Usage Guidelines / May 2001
 
Introducing theT-REX
™
Brand
It starts with the logo…The Transportation Expansion Project has a vision and a logo to match that vision.The logowas created after meticulous research and input from many groups.The result is a logo thatsends the right messages to the public.The Transportation Expansion Project (T-REX) logo…
s
is lively
s
is modern,contemporary
s
is cohesive
s
is streamlined
s
color green means “GO!”
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shows speed
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shows unity of form;integration
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is “structural”and “engineered”in appearance
s
shows forward movement,linear progression
Trademark Registration
The brand name
Transportation Expansion Project 
and the accompanying graphical markhave been submitted to the United States Patent and Trademark Office for nationaltrademark registration.During the approval process,the letters TM should alwaysaccompany the mark as shown in this document.
Integrity of the Logo
The logo/descriptor is available as a stand-alone graphic,but can also appear with thegeographic locator.The T-REX logo should never be altered and/or modified from itsoriginal design.
The Logo
The Value of the Brand
Brand identity is the most valuableasset an organization or companycan possess.The T-REX brand willbecome the “face of the project,”something very visible to thepublic.To build public awareness,consistent use of theTransportation ExpansionProject™(T-REX) logo is critical.Byfollowing these guidelines,youcan help ensure that the project’sidentity is effectively established.The Transportation ExpansionProject (T-REX) branding effort,with the other elements of thepublic information program,willpositively position the project withstakeholders,helping the projectteam meet its goals andcommunicate what the projectand brand are all about.The brand also helps generate …
s
…project team unity,enthusiasm and cleardirection
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…an awareness of the projectand what it means toColorado
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…differentiation from otherprojects (locally,nationally,internationally)
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…support from,and ownershipby stakeholder groups
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…an attractive projectpersonality
What’s In a Name?
Transportation Expansion Project(T-REX) conveys the primarypurpose and benefit of the project – expansion of transportationinfrastructure and options.The name is simple,clear,understandable,and mostimportantly – memorable.
Logo Elements
“T-REX”isa customgraphic
Descriptor
Verdana
Geographic
Verdana
Locator
Bold
The logo elements must appear as shown,with the T-REX graphic on top,the descriptor(project name) under it,then the geographic locator at the bottom.The trademark symbol(™) goes in the lower right hand corner of the logo.Spacing of these elements should alsofollow the recommended guidelines.
Logo Element Positioning
TrademarkSymbol
 
Approved Typefaces
Typefaces are another important partofthe T-REX brand identity.Our font ofchoice is the Myriad Family shown here.These fonts should be used wheneverpossible in all aspects of communication.
Default Typefaces
When system fonts are your only typeoption,acceptable substitutes are
ArialBold
for headlines and subheads and
Times Regular
or
Palatino Regular
forbody copy.
Fonts for headlines,subheadsand calloutsABCDEF abcdef
s
MYRIAD BOLD
ABCDEF abcdef 
s
MYRIAD BOLD ITALIC 
Fonts for blocks of text
ABCDEF abcdef
s
MYRIAD ROMAN
ABCDEF abcdef 
s
MYRIAD BOLD ITALIC 
Default fonts for Myriad
ABCDEF abcdef 
s
ARIALBOLD
 ABCDEF abcdef 
s
 ARIALBOLD ITALIC 
ABCDEF abcdef 
s
TIMES REGULAR
ABCDEF abcdef 
s
PALATINO REGULAR
T-REX Logo OptionUsing the T-REX Graphic in Small Areas
“T-REX”isa customgraphic
Descriptor
Verdana
Geographic
Verdana
Locator
Bold
TrademarkSymbol
The logo is made up of four parts:the T-REX graphic,the descriptor (or project name),thegeographic locator and the trademark symbol (™).The geographic descriptor is an optionalelement,used primarily for audiences outside of Colorado and the United States.
The logo should not be modified in any way except to enlarge it or reduceit proportionally.About the Descriptor
The descriptor (project name),
Transportation Expansion Project 
,should always accompanythe T-REX logo,when possible.
About the Geographic Locator
The geographic locator,
Metro Denver/Colorado 
,should only be used on materials that willbe viewed by audiences in rural Colorado locations distant from Denver,and anywhereoutside of Colorado or the United States.This information is essential to clearly identify theproject’s location to anyone who would not be near the construction area or hear about itin the media frequently.It is not necessary for use in materials distributed in the metroDenver area,along the Front Range or in most areas within Colorado.
Whenever the brand name T-REX appears in print,it should be in all capital letters.
Whenever space for the logo is limited and legibility is a concern,use the option below.Thedescriptor,
Transportation Expansion Project 
,has been enlarged and positioned on threeseparate lines for easy identification.
Correct Logo Usage
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