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. 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. 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. 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.
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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. 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 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. 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
R: 22 | G: 157 | B: 217
R: 255 | G: 255 | B: 255
C: 75 | M: 23 | Y: 0 | K: 0
C: 0 | M: 0 | Y: 0 | K: 0
Primary colour 3: Black #000000
Primary colour 4: Grey #2c2c2c
R: 0 | G: 0 | B: 0
R: 44 | G: 44 | B: 44
C: 75 | M: 68 | Y: 67 | K: 90
C: 70 | M: 64 | Y: 63 | K: 64
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Supporting colour palette 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 R: 158 | G: 160 | B: 161 C: 41 | M: 32 | Y: 32 | K: 1
Supporting colour 2: Gold #92884e
Supporting colour 3: Platinum #dde1e3
R: 146 | G: 136 | B: 78
R: 221 | G: 225 | B: 227
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
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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Logo Spacing e No other elements should be placed within the shown range of the Flying Blue logo. Approx. the height and width of one of the circles, when resized resiz
Incorrect usage of the Flying Blue logo
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Membership Emblems
The Flying Blue membership emblems signify and represent the achievements of our flyers. It is highly important that they are shown correctly and that our customers become aware of the different levels available. These next pages showcase the options available for usage of the membership emblems. Emblems should never be overlapped, touching or layered underneath text or images. If multiple emblems are being used in the same document then the l ion faces should all be the same size, with the surrounding embelishments in correct proportions. This is unless it is necassary to prioritise one for advertisment purposes.
Ivory 1.
2.
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)
3. Gradient version which should only be used in promotion material concerning the membership tag rewards
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Silver 1.
Primary Silver logo which should be used on all promotional material for Flying Blue’s ‘Silver’ membership level
2.
Gradient version which should only be used in promotion material concerning the membership tag rewards
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Gold 1.
Primary Gold logo which should be used on all promotional material for Flying Blue’s ‘Gold’ membership level
2.
Gradient version which should only be used in promotion material concerning the membership tag rewards
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Platinum 1.
Primary Platinum logo which should be used on all promotional material for Flying Blue’s ‘Platinum’ membership level
2.
Gradient version which should only be used in promotion material concerning the membership tag rewards
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MEMBERSHIP TAGS
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The Flying Blue membership emblems hold a high level of prestige and are used on our new membership tags to represent the current level a flyer has achieved. These tags replace cards and are coated in Dutch gold leaf to truely represent the history and heritage of Flying Blue and KLM
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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
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
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.
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BENEFITS
The reason it is so important to present the Flying Blue brand in the correct way is a result of both KLM and Air France’s dedication to their customers. A service which is perfectly tailored to the consumer’s needs requires a strong and consistent brand to support it. The structure and rewards of Flying Blue show an exemplary understanding of who flight membership programmes appeal to. Alongside the membership tags, these final pages showcase a small number of the unique benefits offered by f Flying Blue.
Ivory passengers are allowed to select which seats they would like to fly in for no extra charge during check in
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Silver and above passengers are allowed to select which seats they would like to fly in for no extra charge at any time, from booking to check in
Ivory passengers recieve a 10% discount on economy comfort, extra legroom and prefered seats.
Platinum passengers recieve a free upgrades to special seating. If no specialist seats are selected, passengers will be placed in e conomy comfort seats automatically. Passengers also enjoy the benefits of economy+ seats on delta flights and guarenteed seats on a ny long haul flight.
Silver passengers recieve a 25% discount on special seating and automatic economy+ seats on Delta flights.
Gold passengers recieve a 50% discount on special seating, automatic economy+ seats on Delta flights and a guarenteed economy seat on any long haul flight.
Unlike other flight membership programmes, Silver, Gold and Platinum passengers do not lose their membership status during maternity
Gold and Platinum passengers recieve priority access to not only boarding but also security, immigration, ticket offices and transfer desks
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For further instruction on the usage of Flying Blue assets visit www.flyingblue.com