Working with our brand

The logo
This document contains the basic
elements of the KeolisAmey Docklands
brand identity. It is essential that these
guidelines are followed to maintain brand
integrity.

The logo comprises of a simplified version of each

partners’ logo with an additional identifier for
Docklands. Each part of this new hybrid logo is
fixed in its relationship to the other and is not to be
changed in any way.

There are three variations of the logo:

1. Primary logo
For use on a white background

2. Reversed logo
The reverse logo is for use on pictures or
backgrounds that have a dark colour

3. Black logo
The black logo is for use in single colour
printing (e.g. forms, PPE, newspaper
adverts), and can also be used within a
photograph where there is not enough
contrast when using the primary logo.

Logo spacing

To ensure enough prominence, always allow a

space around the logo equivalent to the width or
height of the letter ‘K’ as shown overleaf.

No other elements should ever infringe this space.

Logo spacing Preferred placement

To ensure enough prominence, always allow a space The preferred placement of the joint venture
around the logo equivalent to the width or height of the logo is the top right hand corner. This is a
letter ‘K’ as shown below. position of dominance and consistent
placement will help reinforce the brand.
No other elements should ever infringe this space.
Incorrect usage

The company logo is an important and valued Don’t stretch the logo Don’t change the colour
graphic element and must be used consistently
and appropriately; even minor variations will
undermine and compromise the image of the
branding. The logo should always be scaled
proportionately, and never altered from its
original form.

Don’t alter the logo Don’t encroach upon the clear space

DLR Routes
Corporate colours
The logo is made from three colours Primary colours
which define the primary colour palette.

There are also supporting colours which work

well with the primary palette and can be used Keo Lis Amey
as accent colours where required.

Pantone 3125 C Pantone 404 C Pantone Cool Grey 9

C85, M0, Y25, K0 C10, M20, Y30, K60 C30, M22, Y17, K57
R0, G170, B195 R120, G110, B100 R117, G120, B123
#00AAC3 #786E64 #75787B
RAL - 210 60 40 RAL - 080 50 05

Pantone 630C Pantone 7707C Pantone 316C Warm Grey 1C Warm Grey 5C Pantone Black 7C
C48, M0, Y10, K0 C100, M18, Y12, K50 C97, M21, Y32, K70 C06, M07, Y10, K11 C11, M13, Y16, K30 C0, M0, Y0, K90
R120, G200, B215 R0, G95, B125 R10, G65, B70 R215, G210, B205 R175, G160, B155 R60, G55, B55
#78C8D7 #005F7D #0A4146 #D7D2CD #AFA09B #3C3737
RAL - 210 80 25 RAL - 210 60 40 RAL - 200 30 30 RAL - 080 80 05 RAL - 060 60 05

The secondary colours extend the graphic Secondary colours

spectrum of the brand. There are two colour
palettes, “natural” and “bright”. “Natural” colours

In the interests of harmony and consistency, if you Pantone 7472C Pantone 617C Pantone 7494C Warm Grey 5C
C55, M0, Y27, K0 C12, M06, Y64, K13 C35, M05, Y44, K14 C11, M13, Y16, K30
need to use more than one colour, you should R120, G180, B180 R195, G180, B95 R155, G175, B140 R175, G160, B155
choose from the same palette. Please note: #64B4B4 #C3B45F #79BAF8C #AFA09B

Pantone Warm Grey 5C belongs to two groups -

the primary and secondary “natural” colours. “Bright” colours

Pantone 165C Pantone 2587C Pantone 116C Pantone 7744C Pantone 198C
C0 M68, Y100, K0 C560 M75, Y0, K0 C0, M15, Y100, K0 C19, M0, Y98, K10 C0, M85, Y55, K0
R255, G105, B25 R130, G70, B180 R255, G210, B05 R190, G190, B20 R225, G60, B85
#FF6919 #8246B4 #FFD205 #BEBE14 #E13C55
Typography
For all general communications, such For publications and digital, supporting
as emails, PowerPoint presentations, typefaces are part of the brand’s graphic
word documents and reports, ARIAL is spectrum and should be used in line with
always the font to be used. the style of the communications material.

GENERAL COMMUNICATIONS PUBLICATIONS

Title typeface
Arial Bold
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz Berthold Akzidenz Grotesk medium condensed
0123456789£$%&/[]{}?!=+<>
Body text typeface
Arial Regular
ABCDEFGHIJKLMNOPQRSTUVWXYZ Gotham narrow
abcdefghijklmnopqrstuvwxyz
(several levels of bold possible)
0123456789£$%&/[]{}?!=+<>

Arial Bold Italic

ABCDEFGHIJKLMNOPQRSTUVWXYZ
DIGITAL
abcdefghijklmnopqrstuvwxyz
0123456789£$%&/[]{}?!=+<> Highlighting typeface

Arial Regular Italic Museo slab 900

ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
Body text typeface
0123456789£$%&/[]{}?!=+<>
Proxima nova
(several levels of bold possible)
Stationery
Here are examples of our stationery items.

Artwork templates can be supplied if required.

Please contact [email protected]

Stephanie Longbottom
Information Technology Specialist

KeolisAmey Docklands Ltd

Castor Lane, London E14 0BL
Tel: +44 (0) 20 7363 9700 Mobile: +44 (0)1234 567 890
Email: [email protected]

With compliments KeolisAmey DocklandsLtd

Registerred office: Evergreen Building North, 160 Euston Road, London NW1 2DX
Registered in England No: 09113304
Email signature
Conveying a consistent image across all
communications is important to us. Text colour - R117 G120 B123
Company name colour - R0 G170 B195
We have created an email signature which
should be used on all business related Stephanie Longbottom < Name - Arial 12 pt Bold
messages. Information Technology Specialist < Title - Arial 10pt Regular

Please note that no other items should be KeolisAmey Docklands Ltd < KeolisAmey Docklands Ltd - Arial 10 pt Bold
added to email signatures e.g. DLR roundel. Beckton Depot, Armada Way, Beckton E6 7FB < Address - Arial 10pt Regular
t: +44 (0)20 7363 9700 m: +44 (0)1234 567 890 Contact details - Arial 10pt Regular
e: [email protected] Email - Arial 10pt Regular, underlined
Logo - KeolisAmey Docklands logo
RGB.png
proportionately scaled to the width
of the phone numbers

Stephanie Longbottom
Information Technology Specialist

KeolisAmey Docklands Ltd

Castor Lane, Poplar, London E14 0BL
t: +44 (0)20 7363 9700 m: +44 (0)1234 567 890
e: [email protected]