Communication policy for promotion – a brief summary

Signing policy – a brief summary


Joanna, the typeface chosen for promotional material, has researched well, being seen as friendly but legible. A full list of the approved Joanna typefaces is available in the Identity Management binder.

Promotional literature

For promotional literature a consistent style is an advantage as a little of the excellence of one offer may easily rub off onto another, as long as each of them is recognisably part of the whole. The message that we want to give to our customers is that Regional Railways consistently brings quality offers to their attention. All Regional Railways and ScotRail promotional literature must therefore conform to the house style.

Our grid is based on a strong left hand margin from which all text, illustrations and branding are ranged. All text on the cover must be in an approved Joanna typeface and there are strict guidelines covering the appearance and positioning of the logotypes and fleximark. Bright background colours are preferred so that the public can more easily distinguish promotional from informational print.

Promotional posters

All of the above principles apply equally to posters with one additional option. For exceptional cases the grid for posters allows for a ‘full bleed’ option (ie the picture covers the entire sheet) where photographic subject matter requires this treatment.

Full guidelines for the production of promotional print can be found in the Identity Management binder.

Sponsor recognition

Where appropriate Regional Railways wishes to acknowledge the financial support of PTEs and other major sponsors on print. This is achieved by the addition of the sponsor’s symbol and/or logotype in a specific area at the bottom of the print item.

PTEs automatically have agreement in principle to appear on certain Regional Railways print items (promotional leaflets and posters, timetables, departure sheets, maps). We realise that many PTEs already have their
own print style and existing visual solutions will stand until both parties agree to change.

Other major sponsor marks may only be applied after the principle has been approved by the Director, Marketing & Planning, via the Regional Railways Marketing Team.

Any other contributors, and multiple sponsors, should be acknowledged within the text, preferably on the inside pages or back cover when appearing on leaflets.

Line images

If an approved line image is to be promoted, the ‘woodcut’ style illustration will take the place of the fleximark and the name of the line (eg Settle-Carlisle Line) must always appear in the title on both literature and posters. An appropriate dark colour is selected as an integral part of the line image and this should be used, where possible, as the background colour.

National campaigns

Where a device or symbol has been created to denote a national campaign, such as Rail Rovers, it may be used in place of the fleximark on the relevant promotional posters and leaflets following ratification from the Identity Working Group on Print.

It will follow the same principles as for line images.

Special promotions

Occasionally there will be special one-off promotions which require the use of the fleximark in a creative way, such as on banners for special events. It is vital that the fleximark and Regional Railways or ScotRail logotype is used correctly. Please contact the Identity Manager for help, advice and approval.

Working group

The Identity Working Group on Print meets regularly to assess, approve and review the application of identity on print, ratify the use of national campaign devices and approve the design for line images. A list of the current members can be found in the Contacts pages at the back of this brochure.

Communication policy for information – a brief summary

Communications policy for information – a brief summary


Helvetica has been retained as the approved typeface for all informational print, particularly as the typeface is easy to read from a distance.


As a result of a programme of national research carried out on behalf of Regional Railways, certain fundamental customer requirements have been identified with regard to timetables; notes on every page, simple table styles, timetables looking like information rather than promotions, stapled booklets, inclusion of a route diagram and/or network map, black on white copy. All have been incorporated into the new format which is consistent throughout Regional Railways.

There are three pocket timetable formats: line of route, region guides and particular service guides such as ScotRail Express. The covers of all feature the strong family style. The inside format, as well as the covers, has been designed to reflect the customers’ requirements.

Line of route pocket timetables are the simplest of the formats. They generally carry information relating to one main route and its spurs. Region guides provide information relating to a group of lines in one area, while the ScotRail Express leaflets give details of all the 158 services in Scotland.

Network guides and route cards are also available and follow the same ‘family’ guidelines. The network guides cover coherent local networks such as the North West while, at the other end of the scale, route cards give the simplest information relating to journeys between two or three stations only.

Departure sheets

There are two types of poster: corporate A-Z listings at all major stations, and line of route sheets posted at all the stations along the particular route. The line of route sheets have been designed to be consistent with the new format timetables. The heading ‘Train Times’ is white out of dark blue with the fleximark to the left. The Regional Railways or ScotRail logotype appears at the bottom, with other major sponsor’s mark if appropriate.

Information posters

A specific ‘Useful Information’ poster has been designed to complement and be posted next to departure sheets. This features the heading in a dark blue band with the fleximark to the left and Regional Railways or ScotRail branding at the bottom. The information contained in these posters relates to either a specific line of route or can be tailored to specific stations and includes such subjects as local public transport and taxis, public telephone positions, Red Star parcel facilities and the address of the Transport User’s Consultative Committee.

Other information posters should follow corporate guidelines as detailed in the publication ‘Posters and Notices: A Dynamic New Approach’. This binder was originally distributed to all managers with a responsibility for the commissioning, production or positioning of such printed matter. Advice may be obtained from the Senior Creative Manager, CAS London.

Destination labels

The labels feature the fleximark, Regional Railways, ScotRail or ScotRail Express logotype, the destination and a list of calling points. Important factors such as short platforms or request stops can also be highlighted and coach identification added as necessary. Information sheets covering all permutations can be found in the Identity Management binder.


There is a format for single size (Double Royal) and double size (Quad Royal) map posters for use on stations. The heading is in white on a dark blue band with the fleximark on the left. Regional Railways or ScotRail branding, and a sponsor’s mark where appropriate, is featured at the bottom. The format has been specially designed to give the maximum area for map information. All map information is required to be in the standard style, contact Senior Advertising Manager, London for details.

There will also be a range of network maps for use within the standard frames on trains.

Contact the Design Manager for details.

Working group

The Identity Working Group on Print meets regularly to assess, approve and review the application of identity on print, ratify the use of national campaign devices and approve the design for line images. A list of the current members can be found in the Contacts pages at the back of this brochure.