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GREYHOUND REBRANDINGPROJECT BOOK

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helping you get there.

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TABLE OF CONTENTS

1.0 Research

3.0 Style Guide

2.0 Development

4.0 Final Solution

5.0 References

1.1 Research1.2 Brand Overview1.3 Creative Brief1.4 Target Demographic1.5 Swot Anaysis1.6 Competitor Comparison

3.1 Logo Standards3.2 Logo Variations3.3 Logo Space3.4 Logo Usage3.5 Logo Colors3.6 Typography3.7 Stationery3.8 Branded Images

2.1 Moodboards2.2 Logo Concepts2.3 Print Ads Concepts

4.1 Print Advertisements4.2 Promotional & Sinage4.3 Billboards4.4 Tradeshow Display4.5 Website4.6 Mobile App

5.1 Content references

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RESEARCH

1.0

1.06 GREYHOUND PROJEC T BOOK

1.0 Research1.1 Research1.2 Brand Objectives1.3 Tone & Voice1.4 Target Demographic1.5 Swot Analysis1.6 Competive Comparison

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Greyhound bus lines are North

America’s largest bus company that

provides intercity transportation to

multiple destinations. Throughout

its history, Greyhound has managed

to establish itself as a leader in

intercity transportation and the best

customer service. The purpose of

the Greyhound Rebrand Project is to

retool the Brand with a new visual

identity, which coincides with the

new vision for the future. This new

identity will allow the brand to be able

to migrate effectively through the

marketplace and differentiate itself

from its competitors. Furthermore,

rebranding will make the company

to come easily to the new level of its

development. Thus, there will be a

continuous process of involvement

of new consumers, and also loyalty

of regular customers will increase.

Abstract

1.1 RESEARCH


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ObjectiveThe problems that need to be

solved are customer service

issues; cleanliness and bus

timeliness conflicts, which have

plague Greyhound for decades.

Greyhound in the UK and Canada

have pretty much no problems with

customer service issues and being

on time. The United States has

the only problem with customer

service and bus schedule issues. In

order for Greyhound

to survive decades

to come, it will need

to satisfy their

customers by making

it a great experience

the first time? How

can they assure after

you purchase a ticket

you will be seated

on the first round of

boarding? These are

some of the issues

that will be addressed

and will make the

Greyhound’s brand a

success in the future.

1.1 RESEARCH


1.2 BRAND OVERVIEW

OverviewThe campaign project is about the enjoyment and putting pleasure back into riding on the Greyhound bus. It will focus on the advantages of Greyhound

travel. The advantages are that it’s an affordable and

safe way to travel from state to state. Greyhound is

North America’s largest bus company and has

more than 21,000 daily departures.

According to the American

A u t o m o b i l e Association, the

estimated cost of driving a single-

occupant vehicle is between $4,826 (for a

small car) and $9,685 (for a large car), depending

upon mileage. By contrast, the annual average cost for

public transportation for one adult ranges from $200 to $2,000,

depending upon mileage, time of day, type of vehicle or service (APTA, 2012). The problems that need to be solved are customer service issues; cleanliness and bus timeliness conflicts, which have plague Greyhound for decades.

Greyhound in the UK and Canada have pretty much no problems with customer service issues and being on time. The United States has the only problem with customer service and bus schedule issues. In order for Greyhound to survive decades to come, it will need to satisfy their customers by making it a great experience the first time? How can they assure after you purchase a ticket you will be seated on the first round of boarding? These are some of the issues that will be addressed and will make the


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1.3 CREATIVE BRIEF

Brand ToneThe tone of the project book will

be engaging and exciting. The

purpose of the rebranding is

to retool the brand with a new

visual identity that’s aligned with

the new vision for the future.

Key TenentsReliable

Longevity

Affordability

Unique Selling PropositionGreyhound’s capacity-flexible

system provides customers

a guaranteed seat on a bus

because even with overbooking

a bus would always be available.


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1.4 TARGET DEMOGRAPHIC

Target AudienceStudents between the ages

of 18 and 24. The “Greyhound

Enthusiasts” -- those living in

urban centers 18-34. Hispanic

audiences between the ages of

18 and 54.


1.5 SWOT ANALYSIS

StrengthsGreyhound bus lines are an iconic company and has been arounf for over 80 years. They offer affordable bus tickets and have reliable schedules. They are fuel efficient and one of the most safest way to travel.

WeaknessesThe problems that need to be solved are customer service issues; cleanliness and bus timeliness conflicts, which have plague Greyhound for decades.

OpportunitiesGreyhound is in the position to maintain it’s leadership in the market. To make sure that they maintain they place, they’ve updated their buses with newer technology and fuel efficient and added more bus stops.

ThreatsThe Greyhound brand have sustained his place in the market, but there are threats that could potentially damage it reputation. Negative feedback from customers have a negative impact. High fuel prices could cost tickst to go up. Other threats include it’s competitors like trains, airlines and cars.


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1.6 COMPETITORS

43 pmpg

The most efficient way to travel in the U.S. is by bus. Inter-city buses get a whopping 125 pMPG. By contrtast, Amtrak trains get only 45 pMPG. Planes get a respectable 43 passenger miles per gallon (pMPG), but they cause 1.9 times as much climate change per gallon of fuel burned, by virtue of their being up in the sky.

45pmpg

81pmpg

125 pmpg


DEVELOPMENT

2.0


2.0

2.0 Development2.1 Moodboards2.2 Logo Concepts2.3 Print Ads Concepts


2.1 MOODBOARDS

Dependable & Longevity

MoodboardsDependable and longevity board

are focusing on the enjoyment

and pleasure of riding on a

Greyhound bus. The service

is dependable and they trust

the service. People of all age’s

travels by Greyhound bus, they

rely on this service because

they’re trustworthy and reliable.

TEnjoyable and outgoing board

are focusing on the advantages

consumers have by traveling by

Greyhound. These advantages

are that it’s an affordable and

safe way to travel from state to

state. People rely on Greyhound

bus service because they are

a reliable transportation that

they can depend on to get them

to their next destination. The

Moodboard will focus on the

advantages that corporations

have by traveling by Greyhound.

These advantages are that it’s

Enjoyale & Outgoing

an affordable and safe way

to travel from state to state.

Corporations rely on Greyhound

bus service because they are

a reliable transportation that

their employees can depend

on to get them to their next

destination.


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Enjoyale & Outgoing

Corporate & Professional


2.2 LOGO CONCEPTS

Logo SketchesThe concept behind the sketches

are to create something that

has youthfulness and energy

withmovemnent, but not to lose

the old brand where its not

reconizable by its customers.


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2.3 PRINT ADS CONCEPTS

in comfort and style. The travel

experience is fun and exciting

with vibrance and energy. The

ads are portraying customers at

a bus stop and are having happy

to be traveling on a Greyhound

bus, “Colorful Travels”.

Ad SketchesThe premise for the print ads

concept is to create happiness

and add color to your travel

experience. The concept for

the print ads is that sometimes

you aren’t yourself when it’s

time to travel. When traveling

with another bus company

the customer is unexcited and

dread treaveling. Riding on a

Greyhound bus you are traveling


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2.4 Website Concepts

Website SketchesThe concept behind the web

layout is to redesign a website

that’s easy to navigate for the

customers and make it more

modern with in align with the new

brand identity.


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2.5 Mobile Concepts

Mobile SketchesThe concept behind the sketches

are to create a mobile app that

would allow customers to track

their bus by their ticket number

and assigned bus number.


STYLE GUIDE

3.0


3.0

3.0 Style Guide3.1 Logo Standards3.2 Logo Variations3.3 Logo Space3.4 Logo Usage3.5 Logo Colors3.6 Typography3.7 Stationery3.8 Branded Images


20 px

20 px

logomark logotype

logotype

7 px

7 px

10px

10px

16 px

16 px

logomark

logomark

3.1 LOGO STANDARDS

greygreyhound

LogoFor brand success logotype and typeface should be displayed correctly. This includes always using the correct typefaces and the correct relative positioning and size of all elements.

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greygreyhound

greyhound

greygreyhound greygreyhound

greygreyhoundgreygreyhound

greyhound

greyhound

grey/orange

grey black

orange white

red

black/red

gray/green

3.2 LOGO VARIATION

VariationThe logo can be used in any of the palette colors to provide the most complementary or harmonious option for the particular need.

3.3 LOGO SPACE

Clean area for Complete Logo Elements

Logo SpaceIt is extremely important for brand success that the logotype and typeface be displayed correctly. This includes always using the correct typefaces and the correct relative positioning and size of all elements. The examples on this and the following pages illustrate unacceptable displays.

Clean area for Logotype without unit element

greyhound


gg

gg

g g

gg

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3.4 LOGO USAGE

patterns

shadows

gradients

glow effect

crop distortion

UsageIt is extremely important for brand success that the logotype and typeface be displayed correctly. This includes always using the correct typefaces and the correct relative positioning and size of all elements. The examples on this and the following pages illustrate unacceptable displays.



3.5 COLOR PALETTE

Branded ColorsA palette of 4 colors exists for the identity. The logo can be reproduced in any of these colors. The bold red color that is use for the style guide is just refreshing in solid or knockout against the red. The palette is a variety of vibrant colors that reflects the brand.

Red Pantone 485

C5 M99 Y100 K1R217 G0 B27

#d9001b

Dark Red Pantone 7626

C14 M93 Y100 K4R189 G28 B17

#bd1c11

Lime GreenPantone 584

C20 M4 Y81 K0R202 G209 B69

#C1C342

GreenPantone 584

C47 M27 Y96 K5R144 G153 B63

#90993f

OrangePantone 158

C2 M66 Y99 K0R238 G118 B36

#ee7624

Burnt OrangePantone 160

C18 M80 Y100 K0R192 G80 B0

#c05000

Gray Pantone 402

C42 M36 Y39 K2R154 G150 B146

#9a9692

Black Pantone 402

C42 M36 Y39 K2R154 G150 B146

#9a9692

Primary Colors

Secondary Colors

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3.6 TYPOGRAPHY

TypefaceThe typeface “Comfortaa” will be used as the new Greyhound identity that has energy and movement, which reflect the tone of their brand. There are three weights available to give flexibility and impact. Comfortaa light will be used for primary content. Comfortaa Regular will be used photography headings. Comfortaa Bold will be used to show emphasis or to stand out from primary text.

Comfortaa boldABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890

Comfortaa regularABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890

Comfortaa lightABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890


3.7 STATIONARY

Branded IdentityThe new branded identity has vibrancy and a flow of energy. The arches represent movement and a transitional from a gray to color. Facebook and Instagram will be a platform to reach my target audience, by building an online community through engaging content. Instagram will be part of the social media realm, which will be a portal to communicate Greyhound’s brand message.

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3.8 BRANDED IMAGES

PeoplePhotography of Greyhound and its customers will capture and communicate the brand’s key attributes, challenging media and viewers to reconsider previous held opinion of Greyhound. These guidelines apply to images of Greyhound at work, rest or play. Images should go beyond the “customers lens view” to provide new perspectives to engage and inspire the target audience.

People

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Places

PlacesPhotography is a key element of the Greyhound brand identity. A mix of images comprising place and people can form a storyboard full of unique references that differentiate Greyhound from their competitors.


FINAL SOLUTION


4.0

4.0

4.0 Final Solution4.1 Print Advertisements4.2 Promotional 4.3 Billboards4.4Tradeshow Display4.5 Website4.6 Mobile App


4.0


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4.1 PRINT ADVERTISEMENT

PrintThe premise for the print ads concept is to create happiness and add color to your travel experience. The concept for the print ads is that sometimes you aren’t yourself when it’s time to travel. When traveling with another bus company the customer is unexcited and dread traveling. Riding on a Greyhound bus you are traveling in comfort and style. The travel experience is fun and exciting and vibrant with energy. The ads are portraying customers at a bus stop and are having happy to be traveling on a Greyhound bus, “Colorful


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MagazineUtilizing Print Media will be a way to reach my targeted audiences that are avid readers. Print media is still a vital source among a larger audience of readers.


4.2 PROMOTIONAL

PromotionalAdvertising the new identity on promotional products will help to promote brand awareness and push the new vision. They will be available at the bus terminal and at tradeshow events.

USB Drives

Pens & buttons


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Canvas Totes

helping you get there. helping you get there.

T-shirts


4.3 BILLBOARDS

Billboard Billboard marketing will create a buzz through thought-provoking advertisement, which will engage the audience attention, boosrt awareness of the brand and make a memorable impression.


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4.4 TRADESHOW

TradeshowShow casingthe brand with a custom booth at a tradeshow event will attract new customer and promote the brand awareness.


4.5 WEBSITE

Website The new website will help grow the brand and give the brand a great starting point to expand to a targeted audiences. The site will create brand recongnition that will help in spreading awareness, which would make a memorable experience for all visitors.

Social MediaFacebook campaign will create a buzz that would boost the brand awareness. The contest is about customers travel experiences while riding on a Greyhound bus. To keep aligned with the brand style the theme “Colorful Travels” with be used. Customer can upload from any url, email and can play as many times as they want. The winner will get a free paid trip to anywhere in the United States, Mexico and Canada.


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4.6 MOBILE APP

Mobile Website & AppThe premise for Greyhound Mobile App concept is to produce an app that will help in the process of ordering tickets and prevent waiting in long lines. The concept for Greyhound mobile app is to make it easier to purchase tickets and avoid waiting in lines. The app will allow customers to purchase

their ticket, track their bus so they know exactly when the bus arrives at the terminal. The app will have an e-ticket option that can be scanned from the phone and used when boarding, which the customers no longer need a paper ticket. The app will have a chat feature where customers can chat with

Reference


5.0

5.0

5.0 Content reference

5.0



5.1 REFERENCES

Content ReferencesLagorio, C. (2011). Inc. The New Rules of Branding Your Business Online. Retrieved on May 25, 2013 from http://www.inc. com/guides/2011/01/new-rules-of-branding-your-business-online.html.

Strong, F. (2012). (Copyblogger. Why Content Marketing is the New Branding. Retrieved on May 25, 2013 from http://www.copyblogger.com/ content-and-branding/.

Prakash V. (2008). What is the Purpose of Your Website? Retrieved on May 25, 2013 from http://www.brandrich.com/blog/ search- engine-optimization/what-is-the-purpose-of-your-website.html

Wolf, D. (2011). In Business. Infographics! Breaking Down Their Purpose, Benefits, & How To Use Them. Retrieve on April 25, 2013 from http://inbusinessinc.com/ graphic-design/infographics-purpose-benefits-how-to-use-them.

Fujiu, R. (2007). Search Engine Journal. Reaching Your Target Audience through Social Media. Retrieve on April 20, 2013 from http://www.searchenginejournal.com/reaching-your-target-audience-through-social-media/54871/.

Proom, M. (2011). Dreamgrow. How to successfully reach your target audience via Facebook – a guideline. Retrieve on April 20, 2013 from http://www.dreamgrow.com/how-to-successfully-reach-your-target-audience-via-facebook-a-guideline/.

Ray, A. (2013). YD Essentials. Reach Your Target Audience Using This Hot New Marketing Trend. Retrieve on April 20, 2013 from http://ydessentials.com/reach-your-target-audience-using-this-hot-new-marketing-trend/

MDR Advertising. (2013). Case Study: Corpus Christi Regional Transportation Authority. Retrieved on April 11, 2013 from http://mdradvertising.com/case-study-corpus-christi-regional-transportation-authority


REFERENC

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Photography References: Cover spread:

Cover spread: corbisimages.com | 42-42735601

Inside cover spread: gettyimages.com | 149626164

Table of content spread: gettyimages.com | 165529276

Research Section:

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Development Section:

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76849857 | 80326882 | 200314650 | 104824059 | 135182028

Style Guide:

Page 36-37 Spread: gettyimages.com | 165529276 | 168629254 | 148890928 | 168649469 |

168854998 | 168836115 | corbisimages.com | 42-37633201 | 42-30942790 | 42-43164098 | 42-

43677304 | 42-15968672 | 42-43677304 | 42-25956908

mcdaniel patricia 10 4 1 final

Documents

plague greyhound

advantages of greyhound

bus schedule issues

logo concepts2

logo colors3

logo standards3

logo usage3

logo variations3