Graphics Standards Manual
To Our Colleagues: A driving force and the use of innovative techniques and ideas have brought West Wind the image of a luxurious agency, and the record backs up the reputation. As we move ahead to an even more exciting era in aeronautics, we have added a new tool to enhance and symbolize the progressive path we have always followed. We have adopted a new system of graphics-the visual communications system by which we are known to those who read our publications, see our vehicle markings and signboards and the logotype that unmistakably brands them as ours. This manual is a reference book for West Wind designers. It is the official policy document regarding West Wind identification (use of logo), communication in general and sets the tone and level of quality for all West Wind graphics. Experience has shown that, in order to succeed, a program which departs from the accustomed must have the full support of every West Wind employee. Top-level management must take the lead, our experts in the field of graphic design must follow, and all of us must see that the specifics are diligently monitored to ensure that standards of excellence are maintained. I am confident that the program we now have underway will be second to none in effectiveness either in government or industry; and I solicit the enthusiastic support of each of you in implementing West Windâ&#x20AC;&#x2122;s look of the future. Sincerely,
Anita Napkin Miss Anita Napkin Administration
Index The following pages of the WWBA Graphics Standards Manual, listed in sequential order, are officially in effect as of January 1, 2021.
To Our Colleagues....................i Index.............................................ii
1 Basic Elements
Lettermark...................................1.1 Wordmark...................................1.3 Duplication..................................1.5 Color.............................................1.6 Uses.............................................1.7 Patterns.......................................1.9
2 Business Systems
Typography.................................2.1 Letterhead..................................2.3 Envelope.....................................2.4 Business Cards..........................2.5 Supplementary Tools...............2.6
3 Promotional Tools
Posters.........................................3.1 Social Media...............................3.2 Website & App...........................3.3 Publications................................3.5 Pamphlets...................................3.6 Food Packaging........................3.7 Comfort........................................3.9
4 Flight Essentials
Signage.......................................4.1 Tickets..........................................4.2 Uniform........................................4.3 Identification...............................4.4 Vehicles.......................................4.5
Lettermark This lettermark is the central element in West Windâ&#x20AC;&#x2122;s visual communications system. Through consistent and repetitive use as a signature device and design element in West Windâ&#x20AC;&#x2122;s visual communications, the logotype becomes a visual shorthand which identifies the Agency and symbolically embodies its activities, achievements and goals. In the logotype, the letters Wâ&#x20AC;&#x201C;W are reduced to a simple form, also suggesting the shape of wings. The strokes are all of one width, evoking the qualities of unity and modernity. The logotype should never be altered or distorted in any way. It must not be re-drawn, but rather reproduced photographically from reproduction artwork included in Section 2 of this manual.
The lettermark, when being used individually in a piece, should be custom sized to suit the work. It is important, however that the lettermark is not made too small that the detail of the strokes is lost or made insignificant by surrounding design elements. Above are a selection of sizes, decreasing as an example of acceptable modification. If there is uncertainty of size qualifications, contact the graphics coordinator for verification of standards.
Wordmark The West Wind wordmark is a secondary element that is to be used alongside or in place of the lettermark. While the lettermark is used in most communications materials, the wordmark should be used to enhance the audienceâ&#x20AC;&#x2122;s perception of the information. The strokes are all of one width, similar to the lettermark. The wordmark should never be altered or distorted in any way.
When combining the lettermark and wordmark for logo use, there are two acceptable ways to do so. Figure 1 is the lettermark and wordmark combination logo. It aligns the two elements vertically and has the lettermark significantly larger. This gives the lettermark a greater hierarchical significance and gives both design elements the same stroke weight. Figure 2 is the lettermark, wordmark, and the brand descriptor â&#x20AC;&#x153;Boutique Airâ&#x20AC;?. Better suited for formal uses like print and publications, this configuration gives the logo elements a similar hierarchical significance.
Duplication The West Wind logo elements should be duplicated digitally or reproduced photographically whenever possible. However, for large applications such as hand painted signage, the logo may be reproduced using these proper measurements. To achieve the best reproduction, care should be taken to maintain the correct proportion, stroke-width, and curves of the logo.
Color The West Wind colors, for the logo, patterns, and other works, are shown below. Brought to us by the color experts of PantoneÂŽ, the swatches and codes below are to be used in all productions. For a physical swatch book, paint samples, or questions regarding special color uses, contact the graphics coordinator.
Pantone 7628 C #A12B2A 161 43 42 24 95 91 19
Pantone 144 C #F18A00 241 138 0 3 55 100 0
Pantone 7401 C #F6DFA4 246 223 164 4 10 41 0
Pantone 575 C #68813C 104 129 60 62 32 96 14
Pantone 556 C #6FA088 111 160 136 60 22 53 2
Acceptable Uses When working with the West Wind logo, there are several ways the elements may be displayed. Being limited to a black and white production is not frequently desired, but necessary in some cases. In these circumstances, the logo or elements must me in full black. It is also acceptable to have the elements reversed when on a dark background. It is important to make sure the elements have enough contrast with the background to stand out as they are essential to the brand look. Most preferred are full color graphics. When using the West Wind colors, as provided on the previous page, it is important to note which may be used. The dark red that is our main color is to be used with the logo elements or the background whenever possible. The tan-yellow provided as one of the secondary colors is to be paired with the red for maximum contrast. If there are any questions of logo modification, contact the graphics coordinator.
Incorrect Uses Examples of incorrect logo uses: placing the logo within another shape such as a circle or a box; placing the logo within another outlined shape; rotating the logo onto itâ&#x20AC;&#x2122;s vertical axis; showing the logo in an a further outlined form; using colors that create low contrast;showing the logo in a reverse filled form.
Patterns The use of linework and patterns may be used to decorate and enhance a graphic. These are to be used in situations that will enhance a design but not overly distract from the main purpose. Blank pages in a publication an example of such situations. Pages with heavy text should not include busy patterns, but may use linework for decoration.
Typeography Proxima Soft is the family of type West Wind will be using for its visual communications system. Proxima Soft Regular is used in combination with the logo elements to form the fundamental elements of identification. In addition, this typeface can be used in numerous media and in a variety of situations to create a clean and contemporary visual program. Headings which accompany Proxima Soft Regular text settings are set in Proxima Soft Extrabold. Headings are set in upper and lower case. In paragraph form, spacing is most appropriate to distinguish headings from body copy. However, when spacing is not available, indents of the body paragraphs are required
Proxima Soft Regular ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890$(&?!%.,: ;-)
Proxima Soft Extrabold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890$(&?!%.,: ;-)
Proxima Soft Extrabold The main purpose of letters is the practical one of making thoughts visible. Ruskin says that all letters are frightful things, and to be endured only upon occasion, that is to say, in places where the sense of the inscription is of more importance than external ornament. This is a sweeping statement from which we need not suffer unduly; yet it is doubtful if there is art in individual letters. Letters in combination may be quire satisfying and in a well-
Proxima Soft Extrabold The main purpose of letters is the practical one of making thoughts visible. Ruskin says that all letters are frightful things, and to be endured only upon occasion, that is to say, in places where the sense of
Proxima Soft Extrabold
â&#x20AC;&#x192;The main purpose of letters is the practical one of making thoughts visible. Ruskin says that all letters are frightful things, and to be endured only upon occasion, that is to say, in places where the sense of the inscription is of more importance than external ornament. This is a sweeping statement from which we need not suffer unduly; yet it is doubtful if there is art in individual letters. Letters in combination may be quire satisfying and in a wellcomposed page beautiful as a whole. The main purpose of letters
Proxima Soft Extrabold
â&#x20AC;&#x192;The main purpose of letters is the practical one of making thoughts visible. Ruskin says that all letters are frightful things, and to be endured only upon occasion, that is to say, in places where the sense of the inscription is of more
Letterhead West Wind letterheads are standard government sizes: 8.5â&#x20AC;? x 11â&#x20AC;? (21.6cm x 27.9cm). The letterhead is to be printed on 24lb paper cream colored paper (to mimic the tan-yellow color provided, this color will not be printed on white paper) with a light to medium tooth. If color is not available for printing, all elements will be printed black on cream or white paper.
Envelope West Wind envelopes are standard government sizes: 4.125â&#x20AC;? x 9.5â&#x20AC;? (10.5cm x 24.1cm). Envelopes are to be printed on 20lb paper cream colored paper (to mimic the tan-yellow color provided, this color will not be printed on white paper) with a light to medium tooth. If color is not available for printing, all elements will be printed black on cream or white paper. For prepaid postage through the USPS, contact the printing coordinator.
Business Cards Personal business cards are available to all employees. West Wind business cards are standard sizes: 3.5â&#x20AC;? x 2â&#x20AC;? (8.9cm x 5.1cm). Business cards are to be printed on 30lb paper cream colored paper (to mimic the tan-yellow color provided, this color will not be printed on white paper) with a light to medium tooth. If color is not available for printing, all elements will be printed black on cream or white paper. Workplace contact information must be provided.
Supplementary Tools Extra paraphernalia and stationery supplies such as notebooks, calendars, planners, etc. may be requested by all West Wind employees. These materials will consist of a red canvas cover and cream colored white paper. Covers are to be kept minimal in design and labeling. Customization and personalization of these materials is not permitted. Personal supplies that do not meet West Wind graphics guidelines are permitted inside employee areas, but should not be used when around patrons.
Posters Posters are a vital and effective form of visual communication. Immediacy is the most important single element in poster design so it is important to avoid conflicts which will compromise the effect. Simple, bold headlines along with uncomplicated graphics can produce the desired results. Remember that the logo/ identification must be large enough and positioned well for good readership and retention.
Social Media In the modern business world, a social presence is necessary. A multitude of platforms- such as Facebook, Twitter, and LinkedInshould be utilized to communicate with customers, employees, and industry colleagues. Similar to our posters, the graphics should be kept simple but strong. Displaying elegance and professionalism on every page and post.
Website & App Website and mobile app presence are also necessary for customer interaction. Scheduling, ticket purchase, and flight information must be kept simple in design with easy user interface. Photography should be avoided or limited, as busy graphics will create tension with the significant amount of information being displayed. User experience elements such as motion are to be clean and elegant.
Publications Mastheads for news publications are strong, attractive, and uncluttered. Attention should be paid to the various typographic elements so that things are read in the proper order. Ownership of the publications is paramount and should be followed by the titling of the lead article. Photographs or illustrations which appear on covers should be selected for their content, impact, and graphic value. Unless the subject possesses these attributes, it will be an ineffective cover image.
Pamphlets Promotional pamphlets and industry regulated guides, such as safety pamphlets, are to be treated correspondingly. Covers for small-scale publications should be thought of as posters in miniature. Because of the small amount of space, the designer should attempt to reduce the number of competitive elements and to strive for simplicity. This will require the cooperation of editorial colleagues so that the cover can be clear, direct, and attractive. When pamphlets are to be published in a series, it is advisable to plan ahead so that a coordinated family look might emerge. Incorporation of the West Wind logo is crucial for all prints. The proper coordination of type, photography, and illustration will ensure that small covers have the impact of larger pieces. Industry regulated guides will be subject to content communicated by the West Wind FAA representative or graphics coordinator.
Food Packaging Food that is to be provided to guests and employees must be labeled appropriately to represent West Wind. Packaged and fresh items must be labeled properly according to FDA guidelines and West Wind Culinary standards. Details regarding labels and nutrition information must be discussed with the Culinary coordinator to comply with these regulations.
Comfort Lounges and waiting areas are available to customers and employees at airports and airfields. Luxurious furniture and decor are to be present; features such as bars and libraries are encouraged but require review from officiated interior designers to ensure proper style and functionality. Interior paint and patterned wallpaper are available and should be ordered by the lead interior designer or the graphics coordinator. Fabrics in West Wind colors and patterns are to be used on furniture pieces. Wood tones and metals should be complementary to the piece. For questions regarding furniture and interior details, contact the graphics coordinator or lead interior designer.
Signage Signs will be customized according to FAA and TSA regulations and will coordinated with individual airport/airfield graphics standards. Interior and exterior signs may be metal, acrylic, or reinforced fiberglass. Graphics must be simple and stylized to aid the user. May be back lighted if appropriate. Consider environmental factors when developing signage. Color should be chosen based on the type of light conditions which prevail.
Tickets Flight tickets are to be provided in physical and digital form to all customers upon check in. graphics are to be minimal white text, logos, and barcodes must adhere to Federal Aviation Administration and Transportation Security Administration guidelines. For specification regarding these guidelines contact the West Wind FAA representative or graphics coordinator for current regulations.
Uniform Personnel identification is an important facet of the West Wind Identification program. Along with nametags and security badges, all employees will be provided uniforms. All flight attendants and airport terminal workers will be provided pantsuits. A variety of colors and patterns are available for shirts and pants. Jackets, blazers, belts, and shoes will be provided in one standard neutral color. Socks and undergarments will not be provided. Pilots and baggage personnel will be provided jumpsuits. They will include the same color option but no patterns. Headwear is optional to all employees when health and safety gear, such as helmets and hairnets, are not being used. Religious headwear may be worn and is available in West Wind colors and fabrics upon special request. Jewelry must be in gold tones approved by the garments coordinator, but exceptions will be given to wedding rings. Jewelry must follow FAA and TSA guidelines as well as FDA guidelines when handling food and drinks.
Identification All employees will be provided a nametag. Their preferred name and job title will be included to enhance communication between employees and customers. The nametag must be worn at work continually, located on the left breast pocket or pocket flap. Security badges adhering to FAA and TSA regulations will also be provided.
Vehicles The West Wind vehicle painting and marking scheme consists of the dark red with logo elements and line work along the side. FAA and other registration markings must comply with regulations, but color, size and position should be stylized when possible. The marking scheme adapts well to the wide range of aircraft shapes and sizes that are used. Complete detailed specification drawings on all aircrafts are available from the West Wind Aircraft Office.