Washington State Ferries Brand Guide

Washington State Ferries
Brand Guide

IDENTITY
Background
Audience
Who We Are
Brand Character
Our Promise
Brand Positioning
Brand Attributes
Our Voice
02
04
06
08
10
12
14
16
ONTENTS

TOOLKIT
COLLATERAL
Moodboard
18
Paper Ticket & eWallet Card
42
Our Logo
20
Apple Wallet Pass
44
Logo Variations
22
Business Card
46
Minimum Clear Space
24
Icon Suite
48
Improper Uses
26
Sailing Map
50
Lettermark Treatment
28
Brochure
52
Our Colors
30
Print Ad
54
Colors In Use
32
Digital Ad
56
Typography
34
Responsive Website
58
Photographic Style
36
Crew Uniform: Jackets
60
Pattern Library
38
Crew Uniform: Beanies & Polos
62
Pattern Applications
40
Interior Mounted Signage
64
Interior Hanging Signage
66
Interior Signage Rendering
68
Wayfinding Monolith
70
Ticketing Kiosk
72
Colman Dock Terminal Rendering
74
Vessel Graphics
76

Background

As part of the Washington State Department
of Transportation, Washington State Ferries
(WSF) is a government run agency that operates
the largest ferry system in the U.S. for foot
passengers, automobiles and cyclists.
In the early part of the 20th century, a system of
privately-owned ferries operated in the Puget
Sound. Shortly after WWII, rising labor costs
rendered the privately owned ferry services
unsustainable. In 1951, Washington State
purchased the remaining privately own ferries.
The state originally intended for the boats to be
a temporary stopgap measure until cross-Sound
bridges were built, but the bridges were never
approved and the ferries are still designated as
part of the state highway system.
The agency maintains the largest fleet of ferries
in the United States at 22 vessels, carrying
23 million passengers in 2014 with ridership
expected to grow 37% in the next 20 years. As of
2014, WSF was the largest ferry operator in the
United States, and the third-largest ferry system
in the world. Many vessels in the ferry fleet have
been running for 20 to 60 years.
Identity 2

Audience

Our consumer base can be broken down into
three main categories: Regular Commuters,
Regular-Non Commuters, and Tourist/
Recreation Riders. Regular Commuters and
Regular Non-Commuters combined account for
65% of ridership.
Seventy percent of riders drive, 30% walk, and
less than 2% bike. Riders tend to be between
the ages of 35 to 65 and are aging overall
(average age has increased from 42 in 1993 to
49 in 2013). Riders are in middle to high income
brackets: approximately half of ferry riders
systemwide have a household annual income of
more than $100,000, while less than a quarter
make under $50,000. Roughly 80% are white.
Our current branding reflects WSF’s focus
on regular commuters and the practicalities
of governmental transit. We want to expand
our branding to address the huge potential
recreational/tourist audience that plays a crucial
role in the Puget Sound area economy.
Demographic data indicates that attracting
younger riders is a challenge that will only
continue in the future as the population ages,
and ferry riders continue to be older than the
general population. Survey results show that
ferry ridership is more concentrated in areas with
older populations, and these older riders take
ferry trips less often.
Identity 4

Who We Are

Washington State Ferries: Connecting Puget
Sound communities for over sixty years.
Identity 6

Brand Character

Reliable Iconic Connected
Identity 8

Our Promise

We believe that the journey is just as
important as the destination. That’s why
we offer efficient yet relaxing travel options
with many routes and terminals to serve
Puget Sound’s growing community.
Identity 10

Brand Positioning

For locals and tourists alike, Washington State
Ferries is Puget Sound’s leading provider of
reliable and efficient water transportation.
Whether you’re walking, biking, or driving,
we offer the largest capacity boats with the
most connections to scenic destinations.
Identity 12

Brand Attributes

Connections
Large Capacity
Regular Schedule
Scenic Routes
Efficiency
Reliability of Service
Identity 14

Our Voice
Our writing style is informative and sincere. We strive
to strike a helpful and courteous tone without being
overly formal or governmental.

AUTHENTIC
Use words that the average person can understand.
Flavor your writing with local and regional details.
Be realistic and down-to-earth about the services we provide.
STRAIGHTFORWARD
Be clear, brief, and honest.
Write in short sentences and paragraphs.
Avoid flowery or unnecessarily complicated language.
FRIENDLY
Use a warm, courteous tone.
Be conversational: use contractions, speak in first person.
Humor is good in moderation.
Identity 16

Moodboard
We draw inspiration from bold wayfinding, clear
iconography, layered geometric patterns, strong
colorblocking, and flat color fields.

Toolkit 18

Our Logo
Our lettermark is angled to show forward movement. Rounded
edges add friendliness and smoothness, while the consistent
line weights connote reliability. The “S” is formed with negative
space, uniting the lettermark and added a sense of connection.

Toolkit 20

Logo Variations
Our lettermark is dynamic and legible, and as such it is the
preferred option for use on all marketing materials and
assets. Our logo is always displayed in Fathom Blue or white,
except in grayscale applications, where it should be black.

Lettermark
Appropriate for most uses, this logo can stand alone when used in contexts
where the Washington State Ferries brand is already established (for example, on
environmental design pieces within the ferry terminal itself).
Reversed on dark background
Grayscale application: black only
Minimum dimensions:
0.9” x 0.3” (print)
67px x 22px (web)
Logo signature with wordmark
Use only when “Washington State Ferries” isn’t spelled out somewhere in the copy.
Minimum dimensions:
3” x 0.5” (print)
216px x 35px (web)
Toolkit 22

Minimum Clear Space
To ensure that clear space is maintained around our logo
to improve legibility, follow the guidelines illustrated
here. Use the two crossbars on the letter “F” as a
measuring tool to help maintain clearance.

Toolkit 24

Improper Uses
Our logo identity is the primary visual identifier for Washington
State Ferries and as such, it must remain visually intact across
different assets and forms of media. Here are a few examples
of practices to avoid.

Don’t use colors other than ones specified in this
branding guide.
Don’t rotate the identity.
Don’t stretch or skew the identity in any way.
Don’t add strokes, drop shadows, or any visual effects
to the identity.
Don’t rearrange the elements within the identity.
Don’t add colors to individual elements within the
identity.
Washington
State Ferries
Don’t change or alter the typefaces of the identity.
Don’t stack or resize elements within the identity.
Toolkit 26

Lettermark Treatment
As the letter “S” in our logo is formed with negative
space, there are some specific guidelines for handling the
logo with background colors, photography, and patterns.

YES: Background color doesn’t end near lettermark clear space. The
“S” in the lettermark is formed with negative space.
NO: Background color makes the “S” an actual letter, instead of one
implied by negative space.
YES: Background photo contrasts strongly with lettermark for good
visibility, but is an ambient image that isn’t distracting.
NO: Background photo is high-contrast with both lights and darks,
making the lettermark difficult to see clearly.
YES: Pattern is incorporated near lettermark clear space, but does not
interfere with negative space forming the “S.” All 3 letters are legible.
NO: Pattern overlaps with lettermark, complicating the negative space
that forms the “S.”
Toolkit 28

Our Colors
Modified primary hues, including a
range of blue shades and tints, join a
warm gray to comprise our palette.

DUNGENESS RED
Pantone ® 485
#D52B1E
R 213 G 043 B 030
C 000 M 093 Y 095 K 000
FATHOM BLUE
Pantone ® 301
#005293
R 000 G 082 B 147
C 100 M 046 Y 005 K 018
GOLDEN HOUR
Pantone ® 142
#EFBD47
R 239 G 189 B 071
C 000 M 025 Y 076 K 000
HERON
Pantone ® 549
#5E9CAE
R 094 G 156 B 174
C 059 M 008 Y 009 K 019
HARBOR SEAL
Pantone ® Warm Gray 1
#E0DED8
R 224 G 222 B 216
C 002 M 003 Y 004 K 005
MORNING MIST
Pantone ® 545
#C4D9E4
R 196 G 217 B 228
C 021 M 002 Y 000 K 001
Toolkit 30

Colors In Use
Our palette is predominantly built with Fathom Blue, Morning
Mist, and white. Heron, Golden Hour, and Harbor Seal work
well in moderation for type and pattern accents. Dungeness
Red is to be used sparingly for strong graphic impact.

Toolkit 32

Typography
Gibson is a humanist sans-serif typeface with a friendly,
legible appearance. We utilize three of its four weights:
headlines in Semibold title case, subheads in Light small
caps, and body copy in Regular.

ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890
Gibson Semibold
Gibson Regular
Gibson Light
SUBHEAD IN GIBSON LIGHT
Paired Headline In
Gibson Semibold
Gibson Regular is legible and perfect for body copy. Gibson
Regular is legible and perfect for body copy. Gibson Regular is
legible and perfect for body copy. Gibson Regular is legible and
perfect for body copy. Gibson Regular is legible and perfect for
body copy. Gibson Regular is legible and perfect for body copy.
Toolkit 34

Photographic Style
Our photography style is bright and airy. Natural light and reflection are
active elements in our photography, providing a sense of atmosphere.
Photos should predominantly feature blue and gold tones, water and sky,
reinforcing the spaciousness and natural beauty found on a ferry ride.

Toolkit 36

Pattern Library
These graphic elements can be utilized to help extend the
WSF brand. Different patterns can be combined in a variety
of ways to add visual interest and make us recognizable.

Toolkit 38

Pattern Applications
Use patterns in moderation and avoid obscuring important
typographic or photographic details. Here are some examples
of both appropriate and incorrect ways to use patterns.

DO: Use patterns in a way that preserves whole shapes.
DON’T: Crop patterns in a way that cuts up geometric shapes.
DO: End wave pattern vertically.
DON’T: Trim wave pattern at an angle, creating irregular shapes.
DO: Pair a thin pattern with a thick one.
DON’T: Use two thin or two thick lines together.
Toolkit 40

Paper Ticket & eWallet Card

Collateral 42 42

Apple Wallet Pass

Carrier 8:08 AM
100%
Round Trip
SEATTLE
Fare Type
Adult Psgr (T)
Fare Paid
$8.20 VISA
BAINBRIDGE
Expires
04/08/17
Collateral 44

Business Card

Collateral 46

Icon Suite

Anacortes
Bainbridge
Bremerton
Clinton
Coupeville
Edmonds
Fauntleroy
Friday Harbor
Kingston
Mukilteo
Port Townsend
Pt. Defiance
Seattle
Southworth
Sidney, BC
Tahlequah
Collateral 48

Sailing Map

Collateral 50

Brochure

ROUTE MAP
PLAN YOUR TRIP
Anacortes
Sidney, B.C.
Orcas Island
Bainbridge
Bremerton
Friday Harbor
Lopez Island
Clinton
Anacortes
Coupeville
Edmonds
Coupeville
Fauntleroy
Port Townsend
Friday Harbor
Clinton
Mukilteo
Kingston
Kingston
Edmonds
Mukilteo
Port Townsend
Bainbridge Island
Seattle
Bremerton
Pt. Defiance
Fauntleroy
Southworth
Seattle
Vashon
Southworth
Tahlequah
Sidney, BC
Pt. Defiance
Tahlequah
Vashon
Welcome Aboard Washington State Ferries!
Schedule Information
206-464-6400 (Seattle)
What’s New?
888-808-7977 (WA & BC)
This Spring 2018 Sailing Schedule contains
511 (WA)
these changes from the prior sailing schedule.
Travel Alerts
Anacortes – San Juan Islands:
Get automatic updates on
» Four vessels in service, similar to fall.
travel conditions. Sign up:
http://bit.ly/WSFAlert
Anacortes – Sidney, BC:
» One daily round trip via Friday Harbor.
Lost and Found
206-515-3439
Fauntleroy – Vashon – Southworth:
» More sailings on weekends than in winter.
This material can be made available in an alternate
Port Townsend – Coupeville:
format by emailing the WSDOT Office of Equal
» Two-boat service resumes Sunday March 14.
Opportunity at wsdotada@wsdot.wa.gov or by
calling toll-free, 855-362-4ADA (4232). Persons
who are deaf or hard of hearing may make a request
by calling the Washington State Relay at 711.
More info online: wsdot.wa.gov/ferries
Washington State Ferries
Follow us on Twitter: @WSFerries
2901 Third Avenue, Suite 500
Seattle, Washington 98121
Travel with a Reservation
Reservations are available on the Port
Townsend – Coupeville, San Juan Islands, and
Anacortes – Sidney, BC routes. Make a vehicle
reservation by visiting wsdot.wa.gov/ferries/
reservations or contact us at 1-888-808-7977.
Your reservation is not your fare. You may
travel standby on earlier or later sailings without
penalty if space is available. Reservations may be
redeemed with standby travel on another sameday
sailing from the same terminal. A no-show fee
will be charged for reservations not redeemed on
the same day from the same terminal.
Best Times to Travel
Customers can avoid the busiest times and skip
long lines by using our online trip planning
tools. Find specific “Best Travel Times” on the
current schedule page. In general, the busiest
travel times are Friday evenings westbound, and
Sunday afternoons eastbound.
Know Before You Go
Before driving to the terminal, check the
“Terminal Status” section of our website for realtime
vehicle load status and detailed terminalspecific
information.
Loading
Vehicles should be in line at least 20 minutes prior
to scheduled departure time, and are loaded in
order of arrival with a few exceptions. On some
routes, vehicles must be moved often while in line.
Reservation routes may require earlier arrival.
Refer to your reservation confirmation page for the
required arrival time at the terminal.
Vessels may cease loading two minutes in
advance of sailing, except where noted. Walk-on
passengers should be on board five minutes prior
to scheduled departure time.
Security requirements dictate that once loading
has begun, the captain’s permission is required to
disembark the vessel. Unaccompanied vehicles
(without drivers) are not permitted.
Collateral 52

Print Ad

Collateral 54

Digital Ad

Collateral 56

Responsive Website

Collateral 58

Crew Uniforms: Jackets

Collateral 60

Crew Uniforms: Beanies & Polos

Collateral 62

Interior Mounted Signage

Collateral 64

Interior Hanging Signage

Passenger Deck
No Smoking
Sun Deck
Collateral 66

Interior Signage Rendering

Collateral 68

Wayfinding Monolith

Tickets
Restrooms
Information Des k
To Alaskan Way
Transportation
Elevato rs
Pedestrian Bridge
To Fir st Ave & Marion St
To Bremerto n
To Bainbridge Island
Restrooms
Information Des k
Collateral 70

Ticketing Kiosk

Tickets
Buy a Ticket
Look Up a Ticket
Español 牟 栽 ? Help
Bill s $1 $5 $10 $20
Co in s 5¢ 1 0¢ 2 5¢
Tickets & Change
Collateral 72

Colman Dock Terminal Rendering

Tickets & Change
Bills $1 $5 $10 $20
Coins 5¢ 10¢ 25¢
Tickets & Change
Bills $1 $5 $10 $20
Coins 5¢ 10¢ 25¢
Tickets
Collateral 74

Vessel Graphics

Collateral 76

Liz McCarty
Vaughn Meldrum
LIZMcCARTY.COM
VAUGHNMELDRUM.COM