Polaris Brand Standards Guide
BRAND PROFILE
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We‘ll make you safer.
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TABLE OF CONTENTS
BRAND PROFILE
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DOMINANT COMPETITIVE ADVANTAGE
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LOGO COLORS
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BRAND CHALLENGE
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MISSION
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COMPLEMENTARY COLORS
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UNIFIED BRAND
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VISION
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TYPOGRAPHY 26
STRATEGIC DIFFERENTIATOR
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POSITIONING STATEMENT
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HIERARCHY 27
TARGET AUDIENCE
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COMPANY TAGLINE
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BRAND IMAGERY
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MINDSHARE TO OWN
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VALUE PROPOSITION
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LOGO COLOR
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CATEGORY 15
CLIENT VALUE PROPOSITION
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LOGO BLACK & WHITE
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VERBAL BRANDING company philosophy 17
KEY BRAND ATTRIBUTES
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LOGO & USAGE
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BRAND VALUE our story 18
TONE & MANNER
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WEBSITE 34
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Polaris Brand Standards Guide
BRAND PROFILE Variables to be completed 2nd week of April
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Polaris Brand Standards Guide
BRAND CHALLENGE Variables to be completed 2nd week of April
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Polaris Brand Standards Guide
UNIFIED BRAND Variables to be completed 2nd week of April
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Polaris Brand Standards Guide
TARGET AUDIENCE Safety manager in a corporate flight department or commercial operator. ADVOCATE
Aviation Director for a corporate flight department who is a strategic thinker who recognizes the meaningful impact of Polaris Aero’s innovations.
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Polaris Brand Standards Guide
MINDSHARE TO OWN The brand that provides meaningful, easy to implement enhancements to your safety protocols
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Polaris Brand Standards Guide
CATEGORY Aeronautic Safety
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VERBAL BRANDING
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Polaris Brand Standards Guide
COMPANY PHILOSOPHY Our philosophy is to go beyond concepts of compliance to deliver real enhancements in flight safety. We design our solutions to not only align with policy requirements, but to make a meaningful contribution to flight risk mitigation, both on an individual basis, and throughout the organization. That means better information more easily accessed to measurably lower the rates of incident occurrence.
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Polaris Brand Standards Guide
OUR STORY Founded by experienced commercial and air force pilots with a passion for innovation, Polaris understands the environment and behaviors that support safety and those that undermine it. X years ago, we realized that the existing solutions for risk management in flight department were too focused on the technicalities of compliance, instead of on making flying truly safer. We developed solutions that went beyond subjective models and “checking boxes”, to empower pilots and safety managers with easier access to vital information for better decision support. We apply this integrated, results-oriented sensibility to every solution we develop.
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BRAND VALUE
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Polaris Brand Standards Guide
DOMINANT COMPETITIVE ADVANTAGE • • •
Combination of extensive flight experience with passion for innovation Results oriented methodology that extends beyond compliance to real safety Integrated platform for ongoing community growth and product advancement
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Polaris Brand Standards Guide
MISSION Elevate our customer’s awareness and use of high-quality aviation safety tools that effortlessly engages their organization driving safety for the broader aviation community.
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Polaris Brand Standards Guide
VISION Diversify channels of revenue through directs sales, partner integrations, and customer awareness programs that develop or people and grow the Company.
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Polaris Brand Standards Guide
POSITIONING STATEMENT The premier provider of integrated digital solutions that enable more efficient management and decision support to measurably reduce flight operations risk.
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Polaris Brand Standards Guide
COMPANY TAGLINE We’ll make you safer
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Polaris Brand Standards Guide
VALUE PROPOSITION We make it easy to access the relevant information needed to support enhanced safety and greater peace of mind.
CLIENT VALUE PROPOSITION THE Easy, efficient way to go beyond just compliance to meaningful solutions that change behavior for measurably improved safety.
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KEY BRAND ATTRIBUTES • Intelligent • Pragmatic • Experienced
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Polaris Brand Standards Guide
TONE & MANNER Straightforward – clear and simple but informative Advanced – forward thinking but tested and proven Confident – by pilots for pilots Solid – reliable and trustworthy
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Polaris Brand Standards Guide
LOGO COLORS
90% 80% 70% 60% 50% 40% 30% 20%
PANTONE: 311 C CMYK:
79 29 5 0
RGB:
5 144 197
HTML:
#0490c5
90% 80% 70% 60% 50% 40% 30% 20%
PANTONE: 428 C
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CMYK:
0 0 0 25
RGB:
207 209 210
HTML:
#444444
TBD
Polaris Brand Standards Guide
COMPLEMENTARY COLOR
TBD 90% 80% 70% 60% 50% 40% 30% 20%
PANTONE: 1807 C CMYK:
27 56 37 29
RGB:
151 102 106
HTML:
#d4532f
Orange complementary color To be used to represent movement, call-to-action, accent.
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Polaris Brand Standards Guide
TYPOGRAPHY
Aa
Source Sans Pro Semibold
Palatino Bold
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz.,“”’‘ 123456789£$?!<>{}[]#¢™®
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz.,“”’‘ 123456789£$?!<>{}[]#¢™®
Aa
Aa
Source Sans Pro Regular
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz.,“”’‘ 123456789£$?!<>{}[]#¢™®
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Aa
Palatino Regular
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz.,“”’‘ 123456789 $?!<>{}[]# ™®
HIERARCHY
Title 30 pt
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz.,“”’‘ 123456789£$?!<>{}[]#¢™®
Headline 16 pt
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz.,“”’‘ 123456789£$?!<>{}[]#¢™®
Subtitle 11 pt
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz.,“”’‘ 123456789£$?!<>{}[]#¢™®
Contents
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz.,“”’‘ 123456789£$?!<>{}[]#¢™®
9 pt
Polaris Brand Standards Guide
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Polaris Brand Standards Guide
BRAND IMAGERY Inspirational examples of the types of images that evoke Polaris Aeros’ key brand attributes.
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Polaris Brand Standards Guide
LOGO COLOR
New Polaris logo concept Using the existing logo with a new color palette
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LOGO BLACK & WHITE
Polaris Brand Standards Guide
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Polaris Brand Standards Guide
LOGO & USAGE
Logo with color against a black background Used in web header, business card
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Polaris Brand Standards Guide
Alternative use of logo against black background
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Polaris Aero 33739 North Scottsdale Road Suite 101 Scottsdale, Arizona, USA 85266 +1.480.999.3301 contact@polarisaero.com www.polarisaero.com
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We‘ll make you safer
