China eastern airline

CHINA EASTERN CHINA EASTERN AIRLINE Graphics Standards Manual

Letter From CEO: China Eastern Airlines is a major Chinese airline based in Shanghai. We were established in 1988, following the restructuring of China’s civil aviation administration, with operations originally focused on the Shanghai area. The company is listed on the New York Stock Exchange, Hong Kong Exchanges and Clearing, and the Shanghai Stock Exchange.

China Eastern Airlines is one of China’s top three carriers, along with Air China and China Southern Airlines. We’re a member of the SkyTeam alliance network.

We has about 70,000 employees, flies to about 1,000 destinations in 170 countries and serves about 80 million passengers per year. Our fleet has about 500 total aircraft from the U.S. maker Boeing and French manufacturer Airbus.

China Eastern was born with responsibility, and has been practising it all the years. Fulfilling corporate social responsibility is our approach to contribute to the sustainable development of China and the world, as well as our source to realize sustainable and lasting business development. The blueprint for the 2030 global sustainable development has been drawn. We will forge ahead together with our stakeholders for our common sustainable development.

Sincerely,

Shaoyong Liu CEO

TABLE OF CONTENTS

1.0

2.0

Brand Intro

Brand Identity

1.1

2.1

Strategry Concept

1.2 Our Value

Identity Evolution

2.2 Clear Space & Size 2.3

Logo Color Varietion

2.4

Incorrect Usage

2.5

Primary & Secondary Color

3.0

4.0

Typography

Application

3.1

Typography Usage

4.1

3.2

Environment Photography

4.2 Aircarft Fleet

4.10 Boarding Pass

3.3

Protrait Photography

4.3 Degitial Stystem

4.11 Lauggage Ticket

4.4 Uniform

4.12 Menu

4.5 Billboard

4.13 Paper Cup

4.6 Credit Card

4.14 Van

4.7 Banner

4.15 In-flight Screen

Stationery System

4.8 Food cart

4.9 Waterbottle

01 | Brand Strategy

1.0 Brand Intro 1.1

Strategy Concept

1.2

Our Value

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01 | BRAND STRATEGY

1.1

Strategy Concept

Engaged in transforming itself into a world-class integrated air service provider, China Eastern is dedicated to staff devotion, customers’loyalty, shareholder satisfaction and public trust. After being honored with the Diamond Flight Safety Award by the Civil Aviation Administration of China (CAAC), CEA was recognized as one of the 30 most valuable Chinese brands by WPP five years in a row. It has also been awarded by several agencies in titles of “Golden Ting Award”, “Golden Bauhinia Awards”, “Best Public Company”, “World Most Improved Airline”, “Most Popular Airlines in Asia” and etc.

With the concept of “world-class hospitality with Eastern charm”, China Eastern will continuously bring wonderful experiences for global customers with “accurate, delicate and precise” service.

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01 | BRAND STRATEGY

1.2

Our Value

Corporate vision

Corporate core values

Staff devotion Customer loyalty Shareholders Satisfaction Public trust

Customer-oriented Detail-oriented

Corporate spirit

Brand style

Earnestness efficiency enthusiasm xcellence

Exquisite Elegant Fashionable

Brand Orientation

Brand core values

Precise Delicate Refined Splendid

World-class Hospitality with Eastern Charm

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2.0 Brand Identity 2.1

Identity Evolution

2.2

Clear Space & Size

2.3

Logo Color Varietion

2.4

Incorrect Usage

2.5

Primary & Secondary Color

01 11

02 | BRAND IDENTITY

2.1

Identity Evolution

Pervious edition

This China Eastern Airline brand identity launched in 2014. The swallow’s head and wings are in red, meaning “sunrise in the east”, which symbolises “hope”, “excellence” and “passion”.

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The blue-coloured bird tail means “be tolerant to diversity’, to represent the carrier’s “various”, “inclusive” and “logical” services. China Eastern’s letters “C” and “E”, are also visible in the flying swallow.

02 | BRAND IDENTITY

2.1

Identity Evolution

Preferred edition

At China Eastern Airline, We has kept the “swallow” as the core element of the logo, alongside the red and blue colours.

It is believed the bird can bring good fortune. The swallow traditionally leaves in autumn and comes back in spring, bringing hope and luck with it. Our new look evokes our proud heritage to convey efficiency, experience and reliability

in a confident, modern way. It evolves more abstract and modern. Meanwhile, the China Eastern’s letters “C” and “E”, are still visible in this abstract swallow.

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02 | BRAND IDENTITY

2.2

Clear Space & Minimum Size

X X In order to maintain the integrity and legibility of the logo, a suggested clear space has been created where nothing is to encroach on the logo.

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X X X is equal to the wide of the symbol “swallow� in the China Eastern Airline logomark and should serve as the spacing unit for the use of our logo and wordmark.

02 | BRAND IDENTITY

2.2

Clear Space & Minimum Size

The standard size for the original logo is over than 3.5 inch in width.

The minimum size for the original logo is 1 inch in width.

In any other situations where a smaller logo is needed, the simplified logo should used.

1.5�

1 �

To ensure the integrity and legibility of the logo across all mediums, adhere to minimum size.

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02 | BRAND IDENTITY

2.3

Logo Color Variation

CHINA EASTERN

Whole color version

CHINA EASTERN

Single color reverse version

The logo elements should be shown either in full colour or in pure black and white. They should not be shown in greyscale at any time. These rules apply to all of the logo elements: the Swallow, the logotype and the combined mark. The logos on this page should be used above 60% black background colours. Logos on the bottom should be used below 60%.

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02 | BRAND IDENTITY

2.3

Logo Color Variation

CHINA EASTERN

Black & white version

CHINA EASTERN

Black & white reverse version

The logo elements should be shown either in full colour or in pure black and white. They should not be shown in greyscale at any time. These rules apply to all of the logo elements: the Swallow, the logotype and the combined mark. The logos on this page should be used above 60% black background colours. Logos on the bottom should be used below 60%.

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02 | BRAND IDENTITY

2.4

Incorrect Usage

CHINA EASTERN

Do not used the logo in any other colour combinations than the ones seen in section 2.1.

CHINA EASTERN

Do not manipulate the proportions of the logo in any way. This applies to both flat and three dimensional applications.

CHINA EASTERN

Do not modify the opacity of the logo unless the substrate is translucent as well. If made translucent, it must be clearly visible and vibrant.

Our logo is the main identifier for our brand, and it must be treated with respect. Refer to section 2.1, 2.2, and 2.3 for usage guidelines. Above are a series of ways in which the logo must not be used. If you have a specific application which is not shown below or described prior, please contact the Design Office.

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CHINA EASTERN

Do not used the logo in any other colour combinations than the ones seen in section 2.1.

CHINA EASTERN

Do not place the logo in the same color background of the logo color.

CHINA EASTERN

Do not place the logo in the same color background of the logo color.

02 | BRAND IDENTITY

2.4

Incorrect Usage

CHINA EASTERN

Do not used the logo in any other colour combinations than the ones seen in section 2.1.

CHINA EASTERN

Do not rotated the “Swallow� symbol in any angle.

CHINA EASTERN

Do not change the logo typeface.

CHINA EASTERN

Do not used the logo in any other colour combinations than the ones seen in section 2.1.

CHINA EASTERN

Do not used the logo in any other colour combinations than the ones seen in section 2.1.

CHINA EASTERN

Do not change the type and symbol order.

Our logo is the main identifier for our brand, and it must be treated with respect. Refer to section 2.1, 2.2, and 2.3 for usage guidelines. Above are a series of ways in which the logo must not be used. If you have a specific application which is not shown below or described prior, please contact the Design Office.

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02 | BRAND IDENTITY

2.5

Primary & Secondary Color

CMYK: 100% 100% 25% 25% RGB: 41 35 92 HEX: #00008f PENTONE: 2105C

CMYK: 0% 0% 0% 100% RGB: 0 0 0 HEX: # 000000 PENTONE: Black 6 C

CMYK: 13% 100% 100% 7% RGB: 197 21 23 HEX: # c51715 PENTONE: 3517C

CMYK: 0% 0% 0% 0% RGB: 255 255 255 HEX: # ffffff PENTONE:

In order to implement consistent yet diverse material for the brand, a primary and secondary palette has been chosen for use in the development of all Secondary colors are used in different applications to add variety and diversity.

The red, white and blue colour palette is always used on visual materials outside of our passenger/corporate environment. Both the blue and white can serve as primary colors.

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Pantone color for professional offset printers.

Suggested files: .tif or .eps CMYK color can be used for office copiers.

Suggested files: .tif or .eps RGB value for screen or projected presentations.

Suggested files: .jpg or .png HEX color for work in online UX design.

Suggested files: .jpg or .gif

02 | BRAND IDENTITY

2.5

Primary & Secondary Color

CMYK: 25% 30% 70% 10% RGB: 188 162 92 HEX: # bca25c PENTONE: 7562 C

CMYK: 60% 53% 52% 52% RGB: 75 72 70 HEX: # 4b4846 PENTONE: 2336 C

CMYK: 0% 0% 13% 19% RGB: 220 218 201 HEX: # dcdac9 PENTONE: 7527 C

CMYK: 0% 0% 0% 60% RGB: 135 135 135 HEX: # 878787 PENTONE: Cool Gray 8 C

The secondary palette is used primarily in our passenger/ corporate environments where providing a pleasant environment for the customer is more important than promoting our brand. The colours should be used in conjunction with the primary palette to create a light, welcoming environment. Our golden colour should be used exclusively for First Class.

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01 | Brand Strategy

3.0 Typography 3.1

Typography Usage

3.2

Photography

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03 | TYPOGRAPHY

3.1

Typography Usage

Adobe Garamond Pro Regular

Italic

Bold

Aa

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890

Aa

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890

Aa

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890

Our typefaces are professional and modern but embody a flavor inspired by our history. We use two typefaces, Adobe Garamond Pro and Montserrat There are specific guidelines for use of each type weight. Legibility and ease of use by the viewer is the primary oncern.

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03 | TYPOGRAPHY

3.1

Typography Usage

Montserrat Regular

Italic

Bold

Aa

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890

Aa

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890

Aa

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890

Our typefaces are professional and modern but embody a flavor inspired by our history. We use two typefaces, Adobe Garamond Pro and Montserrat There are specific guidelines for use of each type weight. Legibility and ease of use by the viewer is the primary oncern.

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03 | TYPOGRAPHY

3.2

Environment Photography

The China Eastern Airline has exclusive photography that should only be used to support the Collection in both print and digital applications.

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03 | TYPOGRAPHY

3.2

Protrait Photography

The China Eastern Airline has exclusive photography that should only be used to support the Collection in both print and digital applications.

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01 | Brand Strategy

4.0 Application 4.1

Stationery System

4.2

Aircarft Fleet

4.3

Degitial Stystem

4.4

Uniform

4.5

Billboard

4.6

Credit Card

4.7

Banner

4.8

Food Cart

4.9

Waterbottle

4.10 Boarding Pass 4.11

Lauggage Ticket

4.12 Menu 4.13 Paper Cup 4.14 Van 4.15 In-flight Screen

29 01

04 | APPLICATION

4.1

Stationery System

The interface design of this stationery system is a device to promote the brand.

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04 | APPLICATION

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04 | APPLICATION

4.2

Aircraft Fleet

The new aircraft livery is one of the most significant parts of our rebranding. Along with the logo it is the most recognizable aspect of our brand.

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04 | APPLICATION

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04 | APPLICATION

4.3

Digitial System

The interface design of this digital system is a device to promote the brand.

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04 | APPLICATION

4.3

Digital System

35

04 | APPLICATION

4.4

Uniform

The uniform is a device to promote the brand.

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04 | APPLICATION

4.5

Billboard

The billboard is a device to promote the brand.

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04 | APPLICATION

4.6

Credit Card

The Credit Card is a device to promote the brand.

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04 | APPLICATION

4.7

Banner

The Banner is a device to promote the brand.

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04 | APPLICATION

4.8

Food cart

The Food Cart is a device to promote the brand.

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04 | APPLICATION

4.9

Waterbottle

The Waterbottle is a device to promote the brand.

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04 | APPLICATION

4.10

Boarding Pass

The Boarding Pass is a device to promote the brand.

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04 | APPLICATION

4.11

Lauggage Ticket

The Lauggage ticket is a device to promote the brand.

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04 | APPLICATION

4.12

Menu

The Menu is a device to promote the brand.

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04 | APPLICATION

4.13

Paper Cup

The Paper cup is a device to promote the brand.

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04 | APPLICATION

4.14

Van

The Van is a device to promote the brand.

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04 | APPLICATION

4.15

In-fight Screen

The In-flight screen is a device to promote the brand.

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For further information please contact: www.us.ceair.com +1 (650) 918 - 3068 nagroupdesk@chinaeastern-usa.com This version of the brand guidelines supercedes any previous versions.

Please ensure all use of the CHINA EASTERN AIRLINE complies with any applicable regulations and has been approved by CHINA EASTERN AIRLINE representative.

Photography subject to license.

Do not reproduce without permission.

China Eastern Airline San Francisco Sales Dept.

111 Anza Blvd, Suite 408, Burlingame, CA 94010, US +1 650-9183068