From our timeless logo

to our motion-inspired
graphic platform, here are
10 essentials to help keep
our brand on track in your
daily communications.
A moving – VIA Rail’s Brand & Go-to-Market team

brand
Technical brand
guidelines
VIA Rail Canada

— Our brand What to What to

Logo
know avoid
↓ ↓ ↓
Never try to recreate Never modify or Never change

1
the VIA Rail logo. remove any elements the colour of the
Always use one of of the VIA Rail logo. elements that
the digital versions make up the
found here. VIA Rail logo.

— Protection space
The logo should stand out in any page layout. The space around the
logo must be equal to or greater than the width of the vertical part of ↓ ↓ ↓
the V in the VIA symbol.
Never apply the logo Certain logos have Never place an
on textures, patterns, been created to be obvious drop
colours or parts of more impactful on shadow under
photos that would light or dark the VIA Rail logo
1 po 2.5 cm — Minimum size reduce its visibility. backgrounds. to improve its
For optimal readability, the logo should never be smaller The environment in Always consider visibility. Use a
than one inch (2.5 cm). which the logo is the effectiveness soft shadow only.
positioned must of the version that
always be taken you choose. There’s
into account. a logo suited to
— Application on light backgrounds each environment.

The colour version of the logo must be used whenever the background
is white or very pale.
Here are the two versions available for use on light backgrounds.
Positive colour version Black monochrome version

— Application on dark backgrounds

The logo can also be used on a dark background with the
VIA symbol in yellow, the VIA Rail name in white, and the
maple leaf and Canadian flag in red.
Reverse colour version White monochrome version Here are the two versions available for use on dark backgrounds.
VIA Rail Canada

— Trademark symbol
The trademark symbol, TM (or the French equivalent, MC), is used to assert
our trademark rights regarding the VIA Rail logo. It isn’t necessary to add
the symbol every time the logo appears in a given print or electronic
communication, provided it appears with the logo at least once, and
preferably the first time the logo is displayed. It isn’t necessary to include
the TM (or the French equivalent, MC) in small formats such as online banners.
Simply timeless The use of the TM symbol is accompanied by the legal text
(except in most digital formats):

An instantly recognizable classic, our

Trademark owned by VIA Rail Canada Inc.
TM

OR
The VIA Rail logo is a trademark owned by VIA Rail Canada Inc.

logo evokes friendliness, reliability

and safety. The slanted VIA lettering VIA RAIL YELLOW VIA RAIL RED — Our colours
suggests the motion of rail travel. PANTONE 123 C / 115 U
C: 0
M: 24
R: 255
G: 204
HTML:
#FFCC00
PANTONE 032 C / 032 U
C: 0
M:90
R: 255
G: 0
HTML:
#FF0000
Reproducing these colours precisely is essential to the uniformity of our
logo across all communications—which is what makes VIA communications

The flag and red maple leaf proudly

Y: 94 B: 0 Y: 86 B: 0

instantly recognizable.
K: 0 K: 0

The following formulas cover most print and digital applications.

convey that we’re a Crown corporation.

VIA Rail Canada

— Our brand What to What to

Signature
know avoid
↓ ↓ ↓ ↓ ↓ ↓ ↓ ↓
In both Background Positioning Lowercase Various formats Never try to recreate Never modify or Never change

2
languages Some versions The signature always The “love the way” Always use one of the brand signature. remove any elements the colour of the
The brand signature are meant for appears to the left of signature is always the digital versions of the signature. elements that make
exists in both official use against light the VIA Rail logo. written in lowercase, of the signature. up the signature.
languages, to be backgrounds, with no capital L and Several of them
used depending on and others dark no period. are available in AI
the context. backgrounds. (CMYK an RGB)
It’s all a matter formats, and in PNG
of readability. and JPG (RGB)
formats:
↓ ↓
Without trademark Don’t convert the Don’t use the
colour signature to signature on its
With trademark
greyscale. Use only own. It should
the 100% black or always appear
100% colour version. with the logo.

LOVE THE WAY

— Colour version

— Monochrome version
It says it all
Our signature says exactly who we are
and how we do things. It also acts as
an invitation to explore Canada by train
and love every moment.
VIA Rail Canada

— Our brand What to What to

Brand
know avoid
↓ ↓ ↓ ↓ ↓ ↓ ↓ ↓ ↓

mark
Two positions Two colours One size Never alone 85% Various Never position the Only apply the Avoid cropping,

3
When the mark is The mark is The mark always The mark is For best results, formats mark anywhere mark in horizontal reframing or resizing
used as a graphic available in takes up the full never used in the mark can be Always use one of other than the top orientation. the mark. It must be
element, it can be two colours: width of the place of the used on images the digital marks. or bottom of the used in its entirety.
positioned in two VIA Rail Yellow communications logo, which with no transparency communications
Several of them piece.
possible ways: and Arctic White. piece. This must appear (100% opacity) or are available here,
at the top or at consistent on all VIA Rail low transparency in AI (CMYK and
the bottom of application communications. (85% opacity). RGB) formats, and
the layout. makes it instantly
recognizable.
in PNG and JPG
(RGB) formats.
↓ ↓
The only two If text overlaps the
colours allowed mark, make sure it
are VIA Rail Yellow doesn’t interfere
and Arctic White. with readability.
Never alter the
mark’s colour.

Lorem
ipsum
Lorem dolor sit
ipsum amet Eiusmod tempor
incididunt ut labore et
dolore magna aliqua.

dolor sit Lorem

Ut enim ad minim
veniam, quis nostrud
exercitation ullam
laboris nisi ut aliquip

ipsum
ex ea com.

amet dolor sit

amet
Eiusmod tempor incididunt ut Eiusmod tempor incididunt ut
Lonsequat Lonsequat
labore et dolore magna aliqua. labore et dolore magna aliqua.
Ut enim ad minim veniam, quis Ut enim ad minim veniam, quis Eiusmod tempor incididunt ut labore et Eiusmod tempor incididunt ut
dolore magna aliqua. Ut enim ad minim labore et dolore magna aliqua.
nostrud exercitation ullamco nostrud exercitation ullamco veniam, quis nostrud exercitation ullam Ut enim ad minim veniam, quis
laboris nisi ut aliquip ex ea com. laboris nisi ut aliquip ex ea com. laboris nisi ut aliquip ex ea com. nostrud exercitation ullamco
laboris nisi ut aliquip ex ea com.

Lorem Lorem Lorem

Eiusmod tempor incididunt ut labore et
Eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim
veniam, quis nostrud exercitation ullam

85
dolore magna aliqua. Ut enim ad minim

ipsum
laboris nisi ut aliquip ex ea com.
veniam, quis nostrud exercitation ullam

ipsum ipsum
laboris nisi ut aliquip ex ea com.

consequat
dolor sit dolor sit % dolor sit
amet
A key element amet amet Eiusmod tempor
incididunt ut labore et
dolore magna aliqua.
Ut enim ad minim veniam,
quis nostrud exercitation
ullamco laboris nisi ut
Eiusmod tempor incididunt ut Eiusmod tempor incididunt ut aliquip ex ea com.

labore et dolore magna aliqua. labore et dolore magna aliqua.

Our mark is a key graphic element of

Ut enim ad minim veniam, quis Ut enim ad minim veniam, quis
nostrud exercitation ullamco nostrud exercitation ullamco
laboris nisi ut aliquip ex ea com. laboris nisi ut aliquip ex ea com.

our brand, but not a standalone

replacement for our logo. It gives us a
dynamic, bold, clean, and consistent
visual identifier in our communications.
VIA Rail Canada

— Our brand What to What to

Colours
know avoid
↓ ↓ ↓ ↓ ↓ ↓ ↓
VIA Rail Yellow Warm shades Pastel colours Red Don’t introduce Red is one of the The four shades of

4
This yellow is one of Our colour palette Our secondary Red should only colours other than colours found in our our pastel colour
the elements that is warm and palette of four be used in the the ones found in logo, but it’s not part palette don’t create
best identifies our welcoming, just pastel shades was official logo. our primary and of VIA Rail’s brand enough contrast to
brand. There should like we are. specifically designed secondary palettes. expression. be used for anything
be a significant to be used as Remember, we see other than
amount of it in all background life through yellow- backgrounds for our
our communications. colours for our coloured glasses. communications
communications pieces. Never use
pieces, as it makes ↓ them for text of any
the text pop. kind.
Although two
shades of turquoise
are still visible on
our trains, they’re
— Corporate colours no longer part of
our communications
colour palette
VIA RAIL ARCTIC BLACK CHARCOAL VIA RAIL
YELLOW WHITE RED and should never
C: 0 C: 00 C: 00 C: 41 C: 00 be used.
M: 24 M: 00 M: 00 M: 28 M: 90
Y: 94 Y: 00 Y: 00 Y: 22 Y: 86
K: 00 K: 00 K: 100 K: 70 K: 0

R: 255 R: 255 R: 00 R: 75 R: 255

G: 204 G: 255 G: 00 G: 79 G: 00
B: 0 B: 255 B: 00 B: 84 B: 00

HTML: HTML: HTML: HTML: HTML:

#FFCC00 #FFFFFF #000000 #4B4F54 #FF0000

PANTONE BLANC PANTONE PANTONE PANTONE

123 C BLACK 7540 RED 032 C
115 U

— Background colours

TINTED COMFY ROSY COOL

WINDOW WHITE CHEEKS GREY

C: 02 C: 01 C: 00 C: 07
M: 04 M: 01 M: 06 M: 06
Y: 06 Y: 17 Y: 03 Y: 08
K: 00 K: 00 K: 03 K: 0

R: 245 R: 253 R: 246 R: 231

G: 240 G: 247 G: 233 G: 228

Lorem Lorem
B: 234 B: 217 B: 230 B: 222
Eiusmod tempor incididunt ut

HTML: HTML: HTML: HTML:

labore et dolore magna aliqua.
Ut enim ad minim veniam, quis
nostrud exercitation ullamco
#F5F0EA #FDF7D9 #F6E9E6 #E7E4DE laboris nisi ut aliquip ex ea com.

ipsum ipsum

→
PANTONE PANTONE PANTONE PANTONE
PASTEL 9224 7499 7604 9081 C / 9080 U
50% 70% 70% 60%

dolor sit dolor sit

— Accent colours amet amet
BRIGHT ½ BRIGHT ORANGE
YELLOW YELLOW
C: 00

Life in yellow
C: 00 C: 00 M: 65
M: 00 M: 00 Y: 100
Y: 92 Y: 46 K: 00
K: 00 K: 00
R: 254
R: 251 R: 255 G: 80

Yellow brings “love the way” to life.

G: 225 G: 248 B: 0
B: 34 B: 161
HTML:
HTML: HTML: #FE5000

Our entire colour palette makes us feel

#FBE122 #FFF8A1
PANTONE
PANTONE PANTONE 021
107 107
100% 50%

friendly, approachable and inclusive.

VIA Rail Canada

— Our brand What to What to

Typography
know avoid
↓ ↓ ↓ ↓ ↓ ↓ ↓ ↓
A font that’s all Lowercase Left-aligned Titles Body copy level 1 Titles and text Always aim for Never position a title

5
our own Our brand, like us, When it comes Maax VIA Medium Maax VIA Medium should never accessibility when or its accompanying
The character font is approachable and to page layout, appear in all caps. creating VIA Rail text over elements
Capitals/lower-case Capitals/lower-case communications. that will make them
to use is Maax VIA, inviting. That’s why titles and text
which was created titles and text should blocks should Line spacing: Line spacing: Page layout issues difficult to read, such
specifically for be written in be left-aligned. 94% of the point size 112% of the point size and lack of contrast as patterns or
VIA Rail. Download it lowercase rather Tracking: 0 Tracking: 0 affect readability. textures.
here. than using capitals.

↓ ↓
Maax VIA Don’t introduce new
Use of this font is character fonts,
restricted to VIA Rail especially serif fonts.
materials only. If you don’t have
access to the VIA
Maax font, the Arial
font family is an
acceptable solution.

Lorem LOREM

ABC
IPSUM
ipsum
Eiusmod tempor incididunt ut Eiusmod tempor incididunt ut
labore et dolore magna aliqua. labore et dolore magna aliqua.
Ut enim ad minim veniam, quis Ut enim ad minim veniam, quis
nostrud exercitation ullamco nostrud exercitation ullamco

DOLOR
laboris nisi ut aliquip ex ea com. laboris nisi ut aliquip ex ea com.

→
— Brand dolor sit SIT
AMET
Maax VIA family amet
abcdefghijklm
nopqrstuvwxyz
ABCDEFGHIJK
LMNOPQRSTU
VWXYZ
0123456789!?$ Lorem
ipsum Eiusmod tempor incididunt ut
labore et dolore magna aliqua.
Ut enim ad minim veniam, quis

dolor sit
nostrud exercitation ullamco
laboris nisi ut aliquip ex ea com.

→
amet
Lorem
— Substitution ipsum
dolor sit
Our type of love Arial family
abcdefghijklm
amet

Created just for us, Maax VIA gives our nopqrstuvwxyz Lorem
type and headlines just a little more love. ABCDEFGHIJK
LMNOPQRSTU
ipsum
Note that our copy is always left-aligned
to look its very best.
VWXYZ
0123456789!?$
dolor sit
VIA Rail Canada

— Our brand What to What to

Symbols
know avoid
↓ ↓ ↓ ↓ ↓ ↓ ↓

and icons
Lines and Keep it simple One colour Modern style Don’t use clipart-type Avoid anything that’s Opt for contour

6
contours When it comes to For best results, A simple, modern images taken from overdrawn, bordering lines over icons,
Our symbols and our symbols and opt for monochrome design is preferable image banks. on sign language, or symbols and
icons are designed icons, the simpler icons (black, grey to one that’s heavy too image-based. geometric shapes.
to be functional the better. Avoid or white). Function and traditional or The aim should be
and are based on any notion of size is more important common. to represent rather
lines and contours. or perspective than form. than illustrate.
They need to be (width or depth).
very descriptive
for optimal ↓
performance. When it comes to
symbols and icons,
it’s best to stay away
from graphic styles
that resemble
drawings or cartoons,
or that use bright
colours or a variety
of colours. It’s all
about simplicity!

Movement-inspired
As part of our movement-based
language, we’ve designed a unique set
of typographic elements to capture
people’s attention.
VIA Rail Canada

— Our brand What to What to

Imagery
know avoid
↓ ↓ ↓ ↓ ↓ ↓ ↓ ↓
Modern Optimism Yellow Illustrations Diversity We like yellow… Although red is When employees

7
Our brand is modern Optimism, energy, Yellow is an When we talk about Our imagery should but we shouldn’t included in the are shown, special
and authentic. Our collaboration and important asset imagery, we quite always reflect overdo it. The VIA Rail colour attention must be
goal is to depict little human nature are for our brand often mean photos, diversity. Its richness objective is to find palette, its use paid to ensure that
slices of life in every the elements that recognition. Warm but illustrations and must be celebrated accents of yellow should be limited uniforms are
image. Favour should shine through colours and yellow 3D renderings can and stereotypes are and not to drown to the maple leaf impeccable (name
original photography our imagery. elements are also be useful. Just to be avoided. the image in an in the logo. tag on the correct
over stock photos. strongly encouraged be sure to apply the ocean of yellow. side, accessories,
You’ll find original in our imagery. same rules. etc.). The current
photos on our ↓ ↓ VIA Rail dress code
Extranet. must be followed
A colour spectrum Make sure that to the letter (no old
that’s too blue, too employee photos uniforms).
cold or too clinical taken in maintenance
isn’t part of our centres and on
brand expression. platforms respect
all health and safety
guidelines.

Lorem
ipsum
dolor Eiusmod tempor
incididunt ut labore et

amet
dolore magna aliqua.
Ut enim ad minim
veniam, quis nostrud
exercitation ullam
laboris nisi ut aliquip
ex ea com.

Eiusmod tempor incididunt ut labore et

Lonsequat
dolore magna aliqua. Ut enim ad minim
veniam, quis nostrud exercitation ullam
laboris nisi ut aliquip ex ea com.

Eiusmod tempor incididunt ut labore et

dolore magna aliqua. Ut enim ad minim
veniam, quis nostrud exercitation ullam

Lorem
laboris nisi ut aliquip ex ea com.

ipsum
dolor
A mirror of us amet
Eiusmod tempor
incididunt labore et

Our imagery is a reflection of our

dolore magna aliqua.
Ut enim ad minim
veniam, quis nostrud
exercitation ullamco-

customers and employees. It helps us

laboris nisi ut aliquip.

convey our values and says we are a

modern, open and caring company.
VIA Rail Canada

— Our brand What to What to

Official
know avoid
↓ ↓ ↓ ↓ ↓ ↓ ↓ ↓

languages
Requirement On equal terms Regional context Bilingual Faithful In bilingual Don’t use a bilingual Although a

8
As a Crown When a In a market that’s signatures adaptation communications, signature in a translation should
corporation, communication primarily There’s a bilingual In bilingual texts, never make one unilingual reflect the original
VIA Rail is required includes text in Anglophone, the signature for the adaptation in language stand out communication, text, some
to use both official both French and English text must primarily the second language more than the other. or vice versa. Pay adaptation may be
languages in its English, the two appear before the Anglophone must reflect the One language should attention to the order required in certain
communications. languages must be French text, and markets and one original as faithfully never dominate the of the languages in circumstances, as
of equal size, vice versa when for primarily as possible (content, other in terms of the signature as well. a good translation
regardless of region. the market is Francophone presentation, length, size or importance. is always favoured
primarily markets. etc.), as long as the over a literal one.
Francophone. logic of each Avoid using machine
language is translation tools at
respected. all times.

Thanks!
Merci!
Our personality

Our vision
Committed
We are passionate and dedicated.

To be a
Together, we will lead the way towards
a more sustainable future.

smarter way Notre personnalité

to move Engagée Our vision

people To be a
smarter way
Nous sommes passionnés et déterminés.
Ensemble, nous ouvrons la voie vers un

to move
avenir plus durable.

Notre vision people

Être une Notre vision
Être une voie sensée
voie sensée pour les voyageurs Our personality
Committed
pour les We are passionate and dedicated.
Together, we will lead the way towards
a more sustainable future.

voyageurs Notre personnalité

Engagée
Nous sommes passionnés et déterminés.
Ensemble, nous ouvrons la voie vers un
avenir plus durable.

We are proud to serve all Canadians

equally. That means we place equal
importance on both our official languages.
VIA Rail Canada

— Our brand What to What to

Secondary
know avoid
↓ ↓ ↓ ↓ ↓ ↓

logos
Digital version Ask us Meticulousness Multiple logos Never recreate any of Each sub-brand

9
For logos, products, Each sub-brand Logos should not be There are many the existing logos. logo exists in
services, and has its own created for every logos available in the Always use one of different versions.
secondary programs, ecosystem and occasion, initiative or VIA Rail ecosystem. the digital versions Please reach out to
always use a digital expression. When product. This is the Reach out to us to available here: us when in doubt.
version for the best in doubt, feel free responsibility of the find what you need. VIA Préférence
rendering and the to reach out to us— Communications and The Ocean
greatest accuracy. we’re here to help! Marketing
department. Talk to The Canadian
us about your needs.

— VIA Préférence logo

Vertical

— VIA Préférence logo

Horizontal

— The Ocean logo

On light backgrounds

One big family

Even our extended family should look,
— The Canadian logo
feel and sound just like “love the way.” On light backgrounds
All our logos deserve the same care
and attention to detail.
VIA Rail Canada

— Our brand

Copy How Who we’re

and tone we talk talking to matters

10
Our tone of voice defines how our brand speaks When we talk, we want everything we say to sound like it comes from the same person.
and interacts with our passengers. That doesn’t mean it has to be identical (you don’t talk to your dad the same way you
talk to your sister, friend or boss), but it should all sound like us.

Inspiring Global copy goals Corporate copy goals

We are driven by what’s ahead. We believe that together, we 1. Inspiring yet realistic 1. Professional but not stuffy
can make a difference. We are full of energy and enthusiasm. 2. Clever but not elitist 2. Ambitious but not smug
Our desire to move forward is contagious.
3. Friendly but not chummy 3. To the point but not witty
4. Corporate but approachable
Clever and witty Advertising copy goals 5. W
 e speak about VIA Rail’s impact
Perceptive and quick-witted, we’re solution-driven. on the Canadian journey
We rely on common sense and good judgement. 1. Inspiring but down-to-earth and approachable
2. W  itty but not sarcastic 6. We listen to Canadians in our
effort to be constantly improving
Authentic 3. F  riendly, inclusive, and approachable but
not overly familiar
Real people, real places, real ideas. We understand the
4. In-the-know and understanding, Internal copy goals
needs of our passengers. We like to keep things simple.
We are heartfelt and genuine. It’s honestly as simple as that. but no inside jokes 1. Authentic and inclusive
5. W  e have conversations with our passengers, 2. Inspiring yet realistic
about our passengers 3. Professional but not stuffy
Friendly and inclusive
We’re warm, welcoming, and kind-hearted. Likeable and 4. To the point, but not witty
friendly, but never overly familiar. At our best, people will smile One-to-one
and chuckle with our insightful, witty, and clever take on life. communications copy goals
1. W
 e have conversations with our passengers,
about our passengers
2. W
 e have a proximity to our passengers,
but we’re not too familiar
3. F riendly and approachable but not
overly intimate
4. Inspiring yet realistic
5. C lever but not elitist

Love the words

Our written words reflect our spirit.
They’re inspiring, inclusive, adventurous
and unafraid of some fun. We speak
like real travellers on a mission to
ensure everyone loves every moment
of the way.
After 10 pages of theory, VIA Rail Canada logos

it’s time to put things into LTW signature (without trademark)

practice. Here are the
hyperlinks you’ll need to LTW signature (with trademark)

work independently. Brand mark

When in doubt, feel free to Maax VIA font

reach out to us—we’re here Photo bank (Extranet)

to help!
VIA Préférence logo

– The Brand & Go-to-Market team The Ocean logo

The Canadian logo