Brand Guidelines
KLM Royal Dutch Airlines was founded on 7th October, 1919 to serve the Netherlands and it’s colonies. KLM today is the oldest airline still operating under it’s original name. KLM has been part of the AIR FRANCE KLM group since the merger in 2004.
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KLM’s customer oriented service is evidence of its pragmatic and entrepreneurial Dutch spirit. KLM focuses on the individual behind the customer, because KLM understands that every customer is different. Flying Blue aims to accomodate that sentiment with its vast benefits, specifically designed to benefit our o flyers wherever possible.
With Air A France, KLM is at the forefront of the European airline industry. KLM wants to become the most customer centric, innovative and efficient European network carrier and to be the customer’s first choice of airline. Due to this and our consumer driven values, Flying Blue is a key part of our mission and vision for the future.
Such a vital part of our service deserves attention and a strong visual identity. This booklet provides guidelines for the use of Flying Blue assets, logos and typefaces to allow the brand to grow and become as recoginisable to our target demographic as possible.
KLM Koninklijke Nederlandse Airlines werd opgericht Op 7 oktober 1919 naar Nederland te dienen en het is kolonies. ok KLM vandaag is de oudste luchtvaartmaatschappij nog steeds actief onder zijn originele naam. KLM is geweest een deel van de AIR FRANCE KLM groep sinds de fusie in 2004.
KLM klantgerichte service is bewijs van haar pragmatische en ondernemende Nederlandse geest. KLM richt op het individu achter de klant, omdat KLM begrijpt d at elke klant anders. Flying Blue is bedoeld om tegemoet te komen dat sentiment met zijn enorme voordelen, speciaal ontworpen om profiteren onze flyers waar mogelijk.
Met Air France, KLM is in de voorhoede van de Europese luchtvaartsector. KLM wil het meest worden klantgerichte, innovatieve en efficiënte Europese netwerk vervoerder en de klant de e erste keuze van de luchtvaartmaatschappij. Als gevolg van deze en onze consumer driven waarden, Flying Blue is een belangrijk onderdeel van onze missie en visie voor de toekomst.
Zulk een essentieel onderdeel van onze service verdient aandacht en een sterke visuele identiteit. Dit boekje geeft richtlijnen voor het gebruik van Flying Blue activa, logo's en lettertypen om het merk te groeien en als recoginisable om onze d oelgroep mogelijk te maken.
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Primary colour 1: KLM Blue #169dd9
Primary colour 2: White #ffffff
Primary colour 3: Black #000000
Primary colour 4: Grey #2c2c2c
R: 22 | G: 157 | B: 217
R: 255 | G: 255 | B: 255
R: 0 | G: 0 | B: 0
R: 44 | G: 44 | B: 44
C: 75 | M: 23 | Y: 0 | K: 0
C: 0 | M: 0 | Y: 0 | K: 0
C: 75 | M: 68 | Y: 67 | K: 90
C: 70 | M: 64 | Y: 63 | K: 64
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Supporting colour pallet for use with Flying Blue membership levels Ivory uses Primary Pr colours: KLM blue and White
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Supporting colour 1: Silver #9ea0a1
Supporting colour 2: Gold #92884e
Supporting colour 3: Platinum #dde1e3
R: 158 | G: 160 | B: 161
R: 146 | G: 136 | B: 78
R: 221 | G: 225 | B: 227
C: 41 | M: 32 | Y: 32 | K: 1
C: 42 | M: 37 | Y: 81 | K: 10
C: 12 | M: 7 | Y: 7 | K: 0
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Primary logo style White logo backed on either Primary colour 1 (KLM Blue), 3 (black) or 4 (grey)
Secondary logo style Black logo backed on either primary colour 2 (white) or 4 (grey) Black logos must not be backed on KLM Blue
Logo Spacing No other elements should be placed within 2cm of the Flying Blue logo
Incorrect usage of the Flying Blue logo
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x Tertiary logo style KLM Blue logo backed on either primary colour 2 (white), 3 (black) or 4 (grey).
Only one colour should be used per document or advertisement, no mixed colours, no recolouring and no separation of text and image. White on Grey is the preferred use of the Flying Blue logo however the above alternatives may also be used.
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Silver Membership Emblems
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Ivory 1.
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Primary Silver logo which should be used on all promotional material for Flying Blue’s ‘Silver’ membership level Primary Ivory logo which should be used on all promotional material for Flying Blue’s ‘Ivory’ membership level
Alternative version which should only be used when backed on primary colour 2 (white)
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3. Gradient version which should only be used in promotion material concerning the membership tag rewards Gradient version which should only be used in promotion material concerning the membership tag rewards
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Gold
Platinum
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Primary Gold logo which should be used on all promotional material for Flying Blue’s ‘Gold’ membership level
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Gradient version which should only be used in promotion material concerning the membership tag rewards
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Primary Platinum logo which should be used on all promotional material for Flying Blue’s ‘Platinum’ membership level
Gradient version which should only be used in promotion material concerning the membership tag rewards
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The primary font for use with materials concerning Flying Blue is
NOA BOLD In line with KLM’s own brand guidelines, body text within publications, web articles, magazines or posters should use Noa Bold as the main typeface.
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 1234567890 However, contrary to KLM’s brand guidelines, the font Gridnik should not be used in materials for Flying Blue. Instead a secondary font to use when needed for sign offs, contact details and body text where appropriate is
Guidelines for email communications Flying Blue members should always be addressed by their title and full name with some reference to their membership level being made within the first paragraph. The correct membership emblem should corr also be displayed in a banner at the top of the email to indicate their status.
AILERON LIGHT Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu vV Ww Xx Yy Zz 1 2 3 4 5 6 7 8 9 0 16
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For further instruction on the usage of Flying Blue assets visit www.flyingblue.com