OUR LOGO
CONSTRUCTION
The proportions of the CAF brand will always remain unchanged. The diagram shows the unchanged thickness of the outline of the entire brand, as well as the correct angle of the "A".
The "C" is based on two concentric circles.
PROTEcTiOn ZONE
This refers to the visual perimeter around the brand that will not be occupied by any other brand or graphic element, except for the internal sub-brand applications authorised in this book.
The equivalent will be the height of the letter C of the brand, applied around its entire perimeter as shown in the diagram.
OUR LOGO
CONSTRUCTION
The proportions of the CAF brand will always remain unchanged. The diagram shows the unchanged thickness of the outline of the entire brand, as well as the correct angle of the "A".
The "C" is based on two concentric circles.
PROTEcTiOn ZONE
This refers to the visual perimeter around the brand that will not be occupied by any other brand or graphic element, except for the internal sub-brand applications authorised in this book.
The equivalent will be the height of the letter C of the brand, applied around its entire perimeter as shown in the diagram.
FIXED SIZES
SUPPORTS
In addition to always keeping to the same proportion, fixed sizes are established for the logo in its most typical applications only. The aim is to achieve greater continuity and homogeneity, avoiding minor variations.
To this end, 3 fixed sizes are established:
MINIMUM SIZE
The visibility and legibility of our logo are essential. This is the minimum size at which the logo may be reproduced.
30x10,4 mm.
21x7,2 mm.
15x5,2 mm.
POSITIVE LOGO
The brand should be applied in corporate red on a white background whenever possible.
On neutral backgrounds with low colour saturation, the logo remains in red, provided that the background intensity does not exceed 50% (i.e. light backgrounds). On dark backgrounds (over 50% colour intensity), the logo must be used in its negative (white) version.
The logo must never be placed on non-neutral backgrounds (e.g., blues, greens, yellows). If no other option exists, only the white negative version may be used.
The black version of the logo should only be used for black-and-white documents.
LOGO-BACKGROUND CONTROL
We will always aim to place the logo on a white background. When this is not possible, and the background is a neutral colour (low colour saturation), the logo will remain red provided that the background intensity does not exceed 50% (i.e. light backgrounds).
When the background is neutral and of medium intensity (colour intensity between 50% and 80%), the logo will switch to its negative version in white, as red creates excessive visual vibration against these backgrounds. On dark backgrounds with an intensity exceeding 90% black, the logo may appear either in red or in white. In such cases both options are permitted.
If the background colour is not neutral (blues, greens, yellows, etc.), regardless of its intensity, the logo must not be placed directly on that background. Instead, a white container box must be used behind the logo, respecting the required clear space. If there is no alternative but to apply the logo on a coloured background, only the black or white versions may be used, never the red version.
The only exception to this rule will be the PPE, which, according to regulations must have specific colours, such as phosphorescent vests, on which the logo may be displayed in red.
INCORRECT USES
It is very important not to change the shape, perspective or effects of the logo. We must maintain the consistency of our image.
BRAND ARCHITECTURE
GENERAL BRAND
The CAF brand stands for all the company’s rail and bus solutions, so there is no need for a specific CAF Group logo. It is the CAF logo itself that represents the Group. This logo will be used on all internal and external communication tools with a global and corporate purpose.
The CAF Group logo will only be used under exceptional circumstances and when absolutely necessary for administrative/legal reasons.
ENDORSEMENT BRAND
The different brands of the CAF Group can indicate that they are part of the CAF Group by including the A CAF GROUP COMPANY baseline in their own brand. It is not permitted to use other designs to create this association with the CAF Group for these brands. Any adaptations of these logos must first be approved by CAF’s Marketing Department.
TYPOGRAPHY
THE ART OF ARRANGING LETTERS, DISTRIBUTING SPACE AND ORGANISING FONTS TO SUPPORT THE READER AS MUCH AS POSSIBLE.
TYPOGRAPHY
Rubik
Typography plays an important role in conveying an overall tone and quality. The careful use of Rubik typography, for all types of headings, helps to convey familiarity and trust in all CAF communications.
It will be used primarily in headings, tables, charts, and other elements that are not part of the main body text.
In our identity we use the Regular and Bold styles.
Helvetica Neue
Helvetica Neue is the timeless and neutral sans serif font par excellence. It ensures legibility, seriousness and trust, and should be used for the main text in all types of communications.
Arial
Arial is a geometric sans serif font that ensures good reproduction on digital systems.
It will be used for desktop publishing, in cases where corporate typographies are not available.
In our identity we use the Regular and Bold styles.
chromaticity
CHROMATICITY IS ONE OF THE MOST IMPORTANT TOOLS fOR CONVEYING A BRAND.
PRIMARY COLOURS
CAF has three official colours, red, black and white.
These colours have become a recognisable identifier for the company. The constant use of these colours will contribute to the cohesive and harmonious appearance of the brand identity in all relevant media.
SECONDARY COLOURS
The secondary colour palette is primarily used for charts and other graphic elements that require it.
This palette is divided into cool colours and warm colours.
The cool colours are in the blue / grey range.
Warm colours originate from the primary colour red.
BRAND MESSAGE
The “Trust in Motion” claim will always be right-aligned and must comply with the established typography weights. It will appear in black on a white background.
TRUST | Rubik Bold | |
IN MOTION | Rubik Regular |
In very specific situations, it may be right-aligned or placed on a single line. For example, in pieces with an excessively horizontal format or where the layout positions images on the right.
LAYOUT
PIECES THAT FIT.
THE PIECES REPRESENT THE DIFFERENT BUSINESSES AND SOLUTIONS WITHIN CAF.
PIECES THAT FIT
The visual identity is based on aligned content boxes whose angles correspond to each other and to the 55º tilt of the “A” in CAF, creating the final composition. These shapes and their structured arrangement convey the idea of interdisciplinarity, as well as the coordination and unity of the whole.
DESIGN SYSTEM
It is a highly versatile system that, at the same time, uses only a few elements. This gives it recognisability and continuity on the one hand, and adaptability on the other, both of which are essential in a visual system that must respond to a wide range of needs.
The width and height of the photo boxes will be variable depending on the format of each image.
CHARTS
TABLES
FORWARD
SLASH
SLASH
LINES
