Brand Guidelines
Contents.
Streamline Brand Guidelines
Brand Guidelines: Who We Are
4
Target Audience
8
Our Logo
10
Typography
14
Colours
16
Imagery
20
Application
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Image Credits
24
Contents
Who We Are.
Streamline Brand Guidelines
“If we aren’t constantly redefining air travel, then we aren’t satisfied.” Who We Are 5
Streamline is an airline based out of Toronto, Canada that focuses on efficiency and quality without the sacrifice of comfort.
Who We Are
We strive to have every aspect of our travelers experience be as streamlined as possible without sacrificing their comfort. It is important to us that we stay innovative so streamline has a large research team who are always developing new ideas and technology to improve every travelers experience. If we aren’t constantly redefining air travel, then we aren’t satisfied. There is nothing more important to us than having our experience stand out in the same way our bright orange planes do on the tarmac.
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Streamline Brand Guidelines
Who We Are
Streamline Brand Guidelines
Brand Voice We acknowledge that our travelers are the base of our company and so we treat them in that way. We constantly connect with them looking for their opinions and their values and we ensure their wants and needs are met. Our travelers are not just a number but they are apart of our team. We never want them to feel neglected so we treat them as we would our peers, our co-workers or our family. We ensure our travelers are heard by not only connecting with them on our planes but also through social media and focus groups.
Who We Are 7
Target Audience.
Streamline Brand Guidelines
Target Audience Middle aged males and females living in North American cities. They have a post secondary education with a mid-range income. They have a very busy schedule juggling work and family and so efficiency is important to them. Likewise, they don’t want to feel like a part of a machine so having a feeling of worth and value is equally as important. They often have kids so safety is another important factor in their decision making. Because of their kids they usually aren’t brand loyal and just want what is best for their families and so it is important that streamline provides that. They are a diverse group of people coming from a large variety of backgrounds and religion.
Target Audience 9
Our Logo.
Streamline Brand Guidelines
The Logo Unstacked
Stacked
Our Logo
Knocked-out
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Our Logo
The clear space around the logo should always be equal to the height of the “s”
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Streamline Brand Guidelines
Clear Space
Streamline Brand Guidelines
Logo Guidelines • Never distort the logo • Never present logo on an orange background • Never add a stroke to the logo • Never add a drop shadow to the logo • Never crop the logo • Never add the knocked-out logo on any colour other than PMS 1585 C Our Logo
• Never box the logo in • Never change the colour of the logo
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Typography.
Streamline Brand Guidelines
Typefaces Avenir
Used for titles, headers, sub-headers ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 123456789(!@#$%^&*”’;:?.,)
Medium
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 123456789(!@#$%^&*”’;:?.,)
Medium Oblique
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 123456789(!@#$%^&*”’;:?.,)
Heavy
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 123456789(!@#$%^&*”’;:?.,)
Black
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 123456789(!@#$%^&*”’;:?.,)
Typography
Book
Helvetica
Used for running texts Regular Bold
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 123456789(!@#$%^&*”’;:?.,) ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 123456789(!@#$%^&*”’;:?.,)
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Colours.
Streamline Brand Guidelines
Primary Colours These colours are used in the logo and on our planes. PMS 1585C is our main colour and should be present on all branded material. PANTONE 1585 C RGB 225/108/1 CMYK 0/72/97/0 #ff6b0e
PANTONE 151 C RGB 225/131/0 CMYK 0/51/100/0 #ff8200
Colours 17
PMS Cool Gray 1 can be used for any kind of detailing or accents. PMS 7401C can be used as a fill colour instead of PMS 1585C if a more professional appearance is needed. PANTONE Cool Gray 1 RGB 217/216/214 CMYK 14/11/12/0 #d8d7d6
Colours
PANTONE 7401 C RGB 240/223/164 CMYK 4/10/41/0 #f6dfa4
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Streamline Brand Guidelines
Secondary Colours
Imagery.
Streamline Brand Guidelines
Imagery Imagery is to be focused around airports and should have an element of orange in it.
Imagery 21
Application.
Streamline Brand Guidelines
Branding In Application
Application
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Image Credits.
Streamline Brand Guidelines
Image Credits These images are to be used only during the proposal process. If accepted the client must buy the license to the following images: PG6 - Airplane Engine. Credit: Pixabay from Pexels, Image #459402 PG7 - Woman with a face mask standing on an escalator. Credit: Anne Shvets from Pexels, Image #3943887 PG9 - People sign traveling blur. Credit: Skitterphoto from Pexels, Image #2069
PG21 - Smiling women using mobile phone in the airport. Credit: iStock, Image #930011722 PG21 - Closeup side view of a young couple waiting for their flight at a first class lounge at an airport. Credit: Getty Images, Image #1045063564 PG21 - Airplane landing at Vancouver international Airport. Credit: Getty Images, Image #136487664 PG23 - Airplane Mock-Up. Credit: zlatjo_plamenov from freepik.com Image Credits
PG19 - Person walking towards airplane. Credit: Johannes Rapprich from Pexels, Image #1387528
PG21 - Family in Airport. Credit: Adobe Stock, Image #307095676
PG21 - Happy traveler waiting for the flight in airport. Credit: iStock, Image #639318992
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