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PART 1 - Background
In March 1999, the U.S. Department of Transportation petitioned the
Federal Communications Commission (FCC) to designate an exclusive
N11 national traveler information access phone number. The petition
was supported by a number of transportation agencies, transit operators,
metropolitan planning organizations, and local agencies seeking this
designation. The FCC granted the 511 designation in July 2000.
The American Association of State Highway and Transportation Officials
(AASHTO), in cooperation with the U.S. DOT, American Public Transportation
Association and Intelligent Transportation Society of America, is
leading a public-private effort to deploy 511 systems nationwide.
The 511 Deployment Coalition, which is comprised of representatives
from numerous public agencies, industry groups and associations,
and private companies from around the country, is helping facilitate
this national effort. Their goal is to secure the timely, nationwide
establishment of 511 travel information services that are sustainable
and provide value to users.
Part of this effort was the creation of a national 511 logo. The
logo is available to state and local agencies desiring to use the
national 511 identity to support travel information in their jurisdictions.
PART 2 – Purpose and Use of the 511
Logo/Trademark
The 511 logo, which is a federally-registered trademark owned by
AASHTO, is a valuable asset that symbolizes the quality and consistency
of the nation’s 511 travel information technology, services
and products.
Use of the logo by 511
deployers is entirely voluntary, but encouraged by AASHTO and the
national 511 Marketing and Outreach Committee. Widespread use of
the logo, across jurisdictional boundaries and throughout the nation,
enables travelers to quickly identify the commonalities associated
with the service. It also extends the reach and enhances the results
of the marketing and promotional efforts initiated by individual
deployers.
For deployers wishing
to use the 511 logo there is some flexibility provided which allows
for use of customized taglines. (See “PART
7- Tagline” of this manual for more information.)
PART
3 - Purpose of the Manual
The purpose of this 511 Logo Visual Branding Manual is to facilitate
consistent and proper use of AASHTO’s registered 511 logo/trademark.
Such use protects the integrity of the registered mark, and provides
strong brand identity and continuity throughout the United States
where the logo is used.
This manual was designed
to assist developers interested in using the AASHTO 511 logo by
providing easy-to-follow instructions regarding proper use of the
mark in varying situations, illustrations and examples, and ready-to-use
high resolution, downloadable images.
PART
4 - To Whom this Manual Applies
The provisions outlined in this manual apply to AASHTO employees,
its members, affiliate members, consultants and vendors, other 511
deployers, and third parties licensed by AASHTO to use the registered
511 trademark for commercial or noncommercial use.
If you are a third party
licensed to use the 511 trademark, your license agreement may contain
special usage provisions different from those set forth in this
manual. If so, the special provisions supercede this manual.
If you are licensed to
use the logo, but have not been provided special provisions on use,
those outlined in this manual apply.
PART
5 - Ownership of the 511 Mark and Permission to Use
On Oct. 22, 2003, AASHTO filed a trademark application with the
U.S. Patent and Trademark Office for registration of the national
511 logo or “mark” (serial number 76557980). A “Notice
of Allowance” to use the mark was issued by the U.S. Patent
and Trademark Office on Sept. 14, 2004.
In its application, AASHTO
made no claim to the exclusive right to use “511” apart
from the mark.
Permission to use the
registered 511 mark is granted to AASHTO employees, its members,
affiliate members, consultants, and vendors, and other 511 deployers.
Third-party use of the logo for commercial or noncommercial use
must be granted by AASHTO in the form of a license agreement or
written permission. The process for obtaining permission to use
the mark is outlined in “PART 17-Licensing”
of this manual.
PART
6 - Logo Elements
The logo is comprised
of four unique elements that, when used in combination, create the
registered mark. These elements should never be used separately.
1. Numbers
(511)
2. Phone cord/double, dashed gradient lines (These lines evoke transportation
and transit.)
3. Phone (The telephone is a universal, easily recognized symbol
that sends the message that 511 is a telephone-based service.)
4. Federal trademark ® registration symbol
Optional element---tagline
o The 511 logo was
designed and is registered as a stand-alone image, but may be
used in conjunction with an appropriate transportation-related
tagline. See “PART 7 - Tagline”
of this manual for more information about exercising this option.
PART
7 - Tagline
The 511 logo may be used in conjunction with a tagline, customized
to describe the services provided by the deployer’s 511 system.
The tagline must clearly communicate a travel information message
and be designed in Franklin Gothic Demi Italic typeface. A downloadable
True Type font is available under “PART
11- Typeface.” The tagline should be centered below the
logo. Here are some examples of acceptable transportation-related
taglines.
PART
8 - Clear Space
The 511 logo should not touch another logo or design element or
occupy the same space. As a general guide, a minimum amount of clear
space should surround the logo, which is equal to approximately
one half the height of the number “5” in “511,”
regardless of the physical size of the image when reproduced.
PART
9 - Using the 511 Logo with Other Logos
The 511 logo may be used in conjunction with other logos, as long
as adequate clear space is maintained between them. The following
are some design “rules of thumb” or tips to consider
with developing promotional materials using multiple logos.
- A parent or dominant
logo is normally larger in size than the subordinate logo. For
instance, a transportation department’s logo would be larger
than a program or office logo. (Depending on what other logos
are being used, the 511 logo may or may not be the parent logo.
It may also be considered an equally weighted logo. This must
be determined on a case-by-case basis.)
- A parent or dominant
logo is normally positioned above or to the left of the subordinate
logo.
- Logos of equal merit
or contribution are generally sized equally and positioned side-by-side
so that one does not appear to be of greater importance or significance.
PART
10 - Logo Size
The 511 logo may be enlarged or reduced, retaining its exact proportions.
The logo should be reduced to a size no smaller than what will print
clearly, cleanly and legibly. For enlargements, especially for billboards,
displays and road signs, use the highest resolution digital image
possible so that the image does not become distorted or fragmented.
PART
11 - Typeface
The 511 mark and associated taglines use the Franklin Gothic Demi
Italic typeface. Do not attempt to recreate or redraw the official
registered 511 mark, which is available within this online document
for downloading. If you want to add a tagline to the logo, be sure
to create it in the prescribed typeface and in the same color as
the logo.
CLICK HERE TO DOWNLOAD TRUE TYPE FONT
PART
12 - Color Palette
Color is an important element in establishing the brand identity.
Consistent color usage across all media is integral to the integrity
of the 511 brand. Below are approved color formula variations for
several print and digital formats. No other color specifications
should be used.
The logo may be printed
or displayed in blue, grayscale or negative/reverse. For all full-color
applications, one of the blue-colored versions of the logo should
be used. In situations where color is limited, use the black and
white and grayscale version of the logo.
| Color
Type and Application |
Code |
| Pantone:
Pantone is a professional color matching system developed to
ensure better standards of color reproduction. This table provides
the equivalent color match. |
PMS#293
- blue |
| CMYK:
The CMYK color system is used for four-color process printing.
The C, M, Y, and K are the percent values for the cyan, magenta,
yellow, and black values of the color. The CMYK system is not
used in HTML or style sheets. |
C 94%
M 59%
Y 3%
K 0% |
| RGB:
RGB was the first system devised to specify Web colors and is
universally recognized by Web browsers as a means to specify
colors. The term RGB means Red, Green and Blue. |
R 0; G 81; B 186 |
| HEX-hexadecimal
color code: When you're adding a color to your Web
page with HTML, sometimes you can just type in the name of the
color. But more often than not, you'll need to use what's called
the hex code, which is something that the browser will be able
to understand. A six-digit hexadecimal representation starts
with # and is followed by three pairs of hexadecimal digits,
each pair defining the red, green, and blue values |
#0051BA |
| Grayscale
(for black-and-white printing only) |
The grayscale version
of the 511 logo is for use when publishing in black and white
only, such as in newspapers, ads and flyers. The screen percentages
are built into the downloadable images. The grayscale version
can be printed only on white backgrounds. |
PART 13 -
Unacceptable Applications/Uses
The following list identifies those applications or uses of the
logo that are considered unacceptable by the mark’s
owner.
- Overlaying
text or images on top of the 511 logo
- Removing
elements of the logo (the logo should always appear in its entirety)
- Using
unapproved colors or producing the logo and tagline in two different
colors (On materials such as mugs, shirts and other promotional
merchandise, the logo may be blind embossed or debossed, embroidered
on fabric, or etched into glass, plastic or metal)
- Screened
back or used as a watermark (An exception is granted for use during
television broadcasts or video productions.)
- Reproduced
from unauthorized reproductions, redrawn, reproportioned, or modified
in any way
- Changing
proportions of elements or the logo in its entirety
- Changing
the logo’s orientation so that it appears vertically or
at an angle
- Using
a different typeface for the logo or tagline
- Placing
the logo on a watermark, strong pattern or complex shapes. (Exception
provided when the logo is used as an overlay on television broadcasts,
videos or on a Web site with a prescribed page background setting.)
- Altering
the shape of the logo by stretching or skewing
- Allowing
the 511 logo to share space with or touch another logo (See the
PART 8-Clear space)
- Adding
elements to the logo
- Cropping
the logo
- Applying
special effects to the logo (i.e. outline or line drawing, Italicize,
drop shadow, raised letters, creating a three-dimensional version,
animating, etc.)
- Using
the logo as a bullet point, other form of punctuation or as a
border
- Using
it as an element in a title, headline, phrase or sentence (The
logo is a stand-alone identifier. In these instances, plain type
should be used. When the 511 program name appears in type or body
text, a ® symbol is not necessary, as long as the 511 logo
appears somewhere within the publication. A superscript ®
should be used in the first mention in copy of the printed material,
in instances where the logo does not appear elsewhere in the publication.)
- Altering
the spatial relationships between elements
PART 14 - Image Library
File formats
The 511 logo is available for both Macintosh and PC platforms and
in formats suitable for print, broadcast and digital applications.
Downloadable versions are offered in BMP, EPS, GIF, JPG, and TIF file
formats. To assist designers in making modifications to the taglines
associated with certain logos, the image library also offers an Adobe
Illustrator® file. No alterations should be made to the logo itself
when making modifications. Downloadable
images
|
1 Full-color positive logo
BMP, EPS,
GIF, JPG,
and TIF formats
|
2
Black
and white and grayscale positive logo
BMP, EPS,
GIF, JPG,
and TIF formats
|
3 Full-color positive logo and “Travel
Info” tagline
Illustrator,
BMP, EPS,
GIF, JPG,
and TIF formats
|
4
Black and white and grayscale positive logo
and “Travel Info” tagline
Illustrator,
BMP, EPS,
GIF, JPG,
and TIF formats |
5
Full-color positive logo and “Traffic and Transit Info”
tagline
Illustrator,
BMP, EPS,
GIF, JPG,
and TIF formats |
6
Black and white and grayscale positive logo and “Traffic
and Transit Info” tagline
Illustrator,
BMP, EPS,
GIF, JPG,
and TIF formats |
7
Full-color positive logo and “Traffic,
Transit and Ferry Info” tagline
Illustrator,
BMP, EPS,
GIF, JPG,
and TIF formats |
8
Black and white and grayscale positive logo
and “Traffic, Transit and Ferry Info” tagline
Illustrator,
BMP, EPS,
GIF, JPG,
and TIF formats |
9
Full-color positive logo with “State Name Travel Info”
tagline
(Logo shown for illustrative purposes only. A downloadable
Adobe Illustrator
file is provided, allowing for modification of tagline
to appropriate state name.) |
10
Black and white and grayscale positive logo
and “State name Travel Info” tagline
(Logo shown for illustrative purposes only. A downloadable
Adobe
Illustrator file is provided, allowing for modification
of tagline to appropriate state name.) |
11
Full-color negative/reversed logo with blue background; solid
colors, no gradation of white in phone cord
BMP, EPS,
GIF, JPG,
and TIF formats |
12
Black and white negative/reversed logo; solid
colors, no gradation of white color in phone cord
BMP, EPS,
GIF, JPG,
and TIF formats
|
13
Full-color negative/reversed logo with “Travel Info”
tagline and blue background; solid colors, no gradation of
white in phone cord
Illustrator,
BMP, EPS,
GIF, JPG,
and TIF formats |
14
Black and white negative/reversed logo with
“Travel Info” tagline; solid colors, no gradation
of white color in phone cord
Illustrator,
BMP, EPS,
GIF, JPG,
and TIF formats
|
15
Full-color negative/reversed logo with “Traffic and
Transit Info” tagline and blue background; solid colors,
no gradation of white in phone cord
Illustrator,
BMP, EPS,
GIF, JPG,
and TIF formats
|
16
Black and white negative/reversed logo with “Traffic
and Transit Info” tagline; solid colors, no gradation
of white in phone cord
Illustrator,
BMP, EPS,
GIF, JPG,
and TIF formats |
17
Full-color negative/reversed logo with “Traffic and
Travel Info” tagline and blue background; solid colors,
no gradation of white in phone cord
Illustrator,
BMP, EPS,
GIF, JPG,
and TIF formats
|
18
Black and white negative/reversed logo with
“Traffic and Travel Info” tagline; solid colors,
no gradation of white in phone cord
Illustrator,
BMP, EPS,
GIF, JPG,
and TIF formats |
19
Full-color negative/reversed logo with “Traffic, Transit
and Ferry Info” tagline and blue background; solid colors,
no gradation of white in phone cord
Illustrator,
BMP, EPS,
GIF, JPG,
and TIF formats |
20
Black and white negative/reversed logo with “Traffic,
Transit and Ferry Info” tagline; solid colors, no gradation
of white in phone cord
Illustrator,
BMP, EPS,
GIF, JPG,
and TIF formats |
21
Full-color negative/reversed logo with “State name Travel
Info” tagline and blue background; solid colors, no
gradation of white in phone cord
(Logo shown for illustrative purposes only. A downloadable
Adobe Illustrator
file is provided, allowing for modification of tagline
to appropriate state name.) |
22 Black
and white negative/reversed logo with “State name Travel
Info” tagline; solid colors, no gradation of white in
phone cord
(Logo shown for illustrative purposes only. A downloadable
Adobe Illustrator
file is provided, allowing for modification of tagline
to appropriate state name.) |
| 
23
Full-color positive logo, without the gradient
phone cord
BMP, EPS,
GIF, JPG,
and TIF formats
(This is a variation of design 1 and is available for use
with applications that must use solid colors rather than a
gradation, such as sign manufacturing. The solid design may
also work best with applications that require long-distance
viewing such as signs and billboards. It may also work well
in those special situations where the image must be placed
on top of video or television broadcast and the image with
the gradation would bleed or disappear into the background.
A tagline may be added.) |
24
Black and white positive logo, without the gradient phone
cord
BMP, EPS,
GIF, JPG,
and TIF formats
(This is a variation of design 2 and is available for use
with applications that must use solid colors rather than a
gradation, such as sign manufacturing. The solid design may
also work best with applications that require long-distance
viewing such as signs and billboards. It may also work well
in those special situations where the image must be placed
on top of video or television broadcast and the image with
the gradation would bleed or disappear into the background.
A tagline may be added.)
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PART
15 – Traffic Control Device (road sign)
This section describes the special provisions applicable to use
of the AASHTO 511 logo on official traffic control devices (road
signs) installed on any street, highway, or bicycle trail open to
the public.
AASHTO supports the national
standards established in the Manual on Uniform Traffic Control Devices
(MUTCD). The standards, guidance, options, and support material described
in the MUTCD provide the transportation professional with the information
needed to make appropriate decisions regarding the use of traffic
control devices on streets and highways. The
most current version of the MUTCD is available on the Federal Highway
Administration’s Web site - http://mutcd.fhwa.dot.gov/.
The MUTCD Millennium Edition is still in effect in states that have
not yet adopted the 2003 edition of the MUTCD. (The electronic version
posted on the MUTCD Web site is the official FHWA publication. FHWA
is not printing copies of the MUTCD because of the prohibitive costs
involved.)
In accordance with Chapter
23 of the Code of Federal Regulations, states or other federal agencies
that have their own MUTCDs or Supplements must revise them to be
in substantial conformance with changes to the MUTCD within two
years of issuance of the changes. Unless a particular device is
no longer serviceable, non-compliant devices on existing highways
and bikeways shall be brought into compliance with the current edition
of the MUTCD as part of the systematic upgrading of substandard
traffic control devices (and installation of new required traffic
control devices) required pursuant to the Highway Safety Program,
23 U.S.C. § 402(a).
In cases involving federal-aid
projects for new highway or bikeway construction or reconstruction,
the traffic control devices installed (temporary or permanent) shall
be in conformance with the most recent edition of the MUTCD before
that highway is opened or re-opened to the public for unrestricted
travel.
Effective Sept. 14, 2004,
(date in which the U.S. Patent and Trademark authorized use of AASHTO’s
registered 511 trademark), all newly manufactured and posted signs
bearing AASHTO’s 511 logo shall be in compliance with the
provisions of this manual.
Provisions relating to
the 511 sign are found within “CHAPTER 2D. GUIDE SIGNS—CONVENTIONAL
ROADS, General Information Signs.”
According to the MUTCD,
A TRAVEL INFO CALL 511 (D12-5) sign may be installed if a 511 travel
information services telephone number is available to road users
for obtaining traffic, public transportation, weather, construction,
or road condition information.
The logo of the transportation
agency, travel information service or program that is providing
the travel information may be incorporated within the D12-5 sign
either above or below the TRAVEL INFO CALL 511 legend.
The logo of a commercial
entity shall not be incorporated within the TRAVEL INFO CALL 511
sign. The TRAVEL INFO CALL 511 sign shall have a white legend and
border on a blue background.
If the logo of the transportation
agency or the travel information service or program is used, the
logo’s maximum height should not exceed two times the letter
height used in the legend of the sign.
Materials
Signage materials must comply with ASTM Standard D4956-01a, Standard
Specification for Retroreflective Sheeting for Traffic Control.
Copies of this standard may be obtained by contacting ASTM at ASTM
International, 100 Barr Harbor Drive, PO Box C700, West Conshohocken,
PA 19428-2959 or through the ASTM website (www.astm.org).
The color of the material is “blue.”
Gradient
logo
The 511 logo is designed with a gradation of color in the phone
cord element. Not all sign manufacturing processes allow for the
use of gradient artwork. In these instances, an exception is granted
which allows the logo to be printed in a solid color, rather than
with a gradation of color in the phone cord element.
MUTCD Standard
Road Sign
Sample Deployer Road Signs Using the MUTCD Standard
(Option
1: blue logo, within white box)
Photo courtesy Iowa DOT |
|
(Option
2: reverse white logo, on blue sign background)
Photo courtesy Kansas DOT |
|
Note: The sign
sample on the left was posted prior to the registration of the mark
and does not include the registration symbol. Signs manufactured
after Sept. 14, 2004, should use the logo that includes the registration
mark.
PART
16 - Grandfathering Clause
Numerous road signs and promotional materials were produced prior
to registration of the 511 mark and do not contain the registration
symbol; or were created in a manner that is inconsistent with the
provisions of this manual. Any such item is subject to the “grandfathering
clause,” which permits all non-compliant materials and devices
to be used until they are no longer serviceable or the supply is
exhausted. Upgraded or new materials should be brought into compliance
with the provisions outlined in this manual.
PART
17 - Licensing
Individuals, businesses or organizations that are not an AASHTO
member, affiliate member, employee, vendor or contractor, or a 511
deployer, may request permission to use AASHTO’s 511 logo
for either commercial or non-commercial purposes. Due to the costs
associated with review of the request and preparation of a license
agreement, royalty fees for use of the logo may apply. To seek permission
contact:
Communications Director
American Association of State Highway and Transportation Officials
444 North Capitol St. NW, Suite 249
Washington, D.C. 20001
Phone: 202-624-3698
Fax: 202-624-5806
The 511 Deployment Coalition
has made the AASHTO-registered national 511 logo available to Lands'
End for use by 511 deployers. Ask for Logo #0443752K.
Contact information:
Lands' End, Inc.
Lands' End Lane
Dodgeville, WI 53595
Phone: 800-963-4816
Fax: 800-332-0103
Web site/online orders: www.Landsend.com
PART
18 - Requesting a Usage Variance
This manual outlines the basic provisions applicable to all persons
and organizations using AASHTO’s 511 logo. Any variance to
these provisions must be approved by AASHTO. To request a variance
contact:
Communications Director
American Association of State Highway and Transportation Officials
444 North Capitol St. NW, Suite 249
Washington, D.C. 20001
Phone: 202-624-3698
Fax: 202-624-5806
PART
19 – Contacting AASHTO
For questions regarding the content of this manual and 511 logo
in general contact:
Communications Director
American Association
of State Highway and Transportation Officials
444 North Capitol Street, N.W. Suite 249
Washington D.C. 20001
Phone: 202-624-5800
Fax: 202-624-5806
Web site:
www.transportation.org
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