Sarah Byrne Final Brand Presentation

NORTHSTAR AIRLINES

NorthStar Airlines Brand Guidelines

2017 BRAND GUIDE BOOK

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Š 2017 NORTHSTAR AIRLINES. Northstar Airlines Headquarters 10-812 Sixth Avenue SE Montreal QC. H3Z 2Y7 We dedicate this to the travelers of the world, who spend their lives on the open road. May we be a shining light in the midst of your great journey.

NorthStar Airlines Brand Guidelines

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TABLE OF CONTENTS Letter from Angela Sansoucy

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Company History

9

Company Mission & Vision

10, 11

Industry & Competition

12, 13

Logo & Logo Usage Brand Colors

20, 21

Typography & Font Selection

22, 23

Advertisement Style

24, 25

Digital Content

26, 27

Social Media

28, 29

Digital Communications

30, 31

App Design & Technology

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NorthStar Airlines Brand Guidelines

14 - 19

32 - 35

Airline System

36, 37

Employee Uniform

38, 39

Ticketing Layout

40, 41

Brand Stationary

42, 43

Industry Products

44 - 47

NorthStar Airlines Brand Guidelines

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A LETTER FROM OUR CEO

ANGELA SANSOUCY I can remember exactly when my love of flying began. As a child growing up in downtown Vancouver, I remember looking up from the streets and watching countless airplanes fly over the city. When I was 11 years old, my parents who worked as travel agents decided to move their small agency to Los Angeles. I remember boarding the plane, and staring out of the window in wonder as tall mountains and great plains transformed into palm trees and freeways.

I spent my childhood traveling between California and Canada, and I remember watching my mother become exasperated over the heavy baggage fees, the cramped seats, and the grumpy stewardesses. As a child, I always wondered why something as wonderful as travel could so easily become a hassle. I wanted to find a way for every person to travel without any stress.

This remains my heart behind NorthStar Airlines to this day. Our goal is to provide every person with comfort, convenience, and affordability when traveling between the U.S. and Canada. May we always be the guiding North Star that leads the weary traveller through the maze that is the modern airline industry, and gets them safely and happily to their destination.

Angela Sansoucy Angela Sansoucy CEO, NorthStar Airlines

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NorthStar Airlines Brand Guidelines

NorthStar Airlines Brand Guidelines

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“May we always be the

COMPANY HISTORY

guiding North Star that

NorthStar Airlines was founded in 2008 by Angela Sansoucy and her husband, Greg Sansoucy. Angela and Greg had spent their lives working in the travel industry, and clearly saw the existing flaws in major airlines. In particular, the Canadian-American couple saw a clear need for a reliable airline that ran flights between Canada and the U.S. Between outrageous hidden fees, poor customer service, and outdated plane models, the Canadian-American airline industry left a lot to be desired. Determined to meet this need, Angela and Greg founded NorthStar Airlines, an airline dedicated to reliable, friendly, and top-quality service.

leads travellers through the maze that is the modern airline industry, and gets them safely and happily to their

Since 2008, NorthStar Airlines has grown exponentially, and has reached a higher level of commercial success than any other Canadian-American airline in the market.

In 2008, NorthStar only ran flights between L.A. and Vancouver. Now, in 2017, NorthStar runs flights between most major cities in the U.S. to Vancouver, Montreal, Ontario, and Alberta. NorthStar’s monumental success rate is a testament to its successful “servant’s heart” business model, in which the customer is always put first.

destination.”

-Angela Sansoucy

Today, NorthStar continues to operate as a small, family-owned business in the midst of a booming corporate environment. Even as we continue to expand, our goal is to truly be the Northern Star in the midst of a chaotic and poorly serviced airline industry, shining above all other airlines due to our pristine customer-care.

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NorthStar Airlines Brand Guidelines

NorthStar Airlines Brand Guidelines

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COMPANY MISSION AND VISION NorthStar Airlines was created by a visionary woman who saw a clear problem in the airline industry. At a press conference in 2013, Angela Sansoucy stated “There is a clear and definite problem with the global airline industry, and in particular the airline companies of North America. This is a problem that everyone, including the general public, can see clearly. The problem is simply that the airline industry doesn’t care about people. Somewhere along the way, airlines stopped caring about the people they were carrying on their planes, and simply just assumed that the constant demand for travel would carry them. We now can see that an indifferent attitude like that is just like a plane without wings. It simply won’t fly.” This problem became the motivation of NorthStar, fueling a mission to serve the travelers of North America, and to always put people first.

A clear vision for NorthStar was developed in order to fill the needs of the public which were not being met by other airlines. A “absolutely no hidden fees” policy was adopted and applied to all aspects of the airline, from checking bags to changing flights. Additionally, all regular safety-checks, emergency plans, and training manuals used by NorthStar staff are made public, so that anyone who wants to feel more confident in the airline’s safety measures can easily do so through accurate research.

A free membership is made available to all frequent NorthStar travelers, offering exclusive email promotions, as well as a frequent-flyer points reward system. Through these features as well as countless others, NorthStar constantly seeks to serve the average traveler, and make flying an enjoyable experience.

NorthStar Airlines is an airline company dedicated to providing the every-day traveller with with the highest quality of customer service at an affordable price. We believe every person has a right to safe, comfortable, and affordable travel, and we will always provide these commodities to any person who flies with us.

NorthStar Airlines is an airline company dedicated to providing the every-day traveller with with the highest quality of customer service at an affordable price. We believe every person has a right to safe, comfortable, and affordable travel, and we will always provide these commodities to any person who flies with us.

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NorthStar Airlines Brand Guidelines

NorthStar Airlines Brand Guidelines

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PRIMARY COMPETITORS NorthStar Airlines exists within a competitive industry, in which truly only the best airlines succeed. In recent years, multiple airlines have been heavily criticized for failing to meet the needs and expectations of the public. NorthStar Airlines was created with the ultimate goal of serving the public, and is an airline that seeks to fill the gaps left behind by other corporate giants in the industry. However, there are still several large airlines that remain strong competitors with NorthStar. Airlines that serve as competition are those that frequently service flights between major U.S. cities and major Canadian cities, are affordable, offer discounts and special memberships, and boast comfort and safety as priorities.

Since NorthStar was created to meet the most common demands of traveling consumers, there are many other airlines who are seeking to meet these needs and appeal to the same target audience. Among our competition is Air Canada, Delta, and United. This are large airlines that are frequently chosen as reliable airlines for travel between the U.S. and Canada. However, all of these competitors have been among the most criticized airlines in the industry within recent years.

NorthStar’s ultimate goal is to surpass our competitors within our common objectives, and to shine through as the clear choice above all other airlines for CanadianAmerican travel.

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NorthStar Airlines Brand Guidelines

NorthStar Airlines Brand Guidelines

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PRIMARY LOGO

PRIMARY

The logo concept for NorthStar was created with a few key elements in mind. The image was inspired by a maze, which represents the current state of the airline industry. However, while navigating through various airline choices can be very confusing, NorthStar seeks to be a direct and reliable choice, creating a smooth path in the midst of many lower-quality airline choices. We hope to truly act as a guiding light, lead people directly as if our customers were following the direct path of an arrow from a bow. Through superior customer service, fair pricing, and reliable safety, we will create the ultimate option in reliable a travel. These three attributes make up the core of our company, and are reflected in the three arches that come together to create one straight, simple path. The arches were inspired by the shape of a bow, as the arrow analogy has been used to describe NorthStar’s goals many times. This logo is meant to be simple, modern, while still remaining eye-catching, which is the general principle for all of NorthStar’s branding.

NORTHSTAR AIRLINES

The accompanying secondary logos should serve as simplified versions of the primary logo, and can be used to maintain consistency in branding and also to create a more versatile logo.

SECONDARY 1

+

Maze

=

Bow / Clear Path

NorthStar Brand Logo

SECONDARY 2

NORTHSTAR AIRLINES

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NorthStar Airlines Brand Guidelines

NorthStar Airlines Brand Guidelines

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SECONDARY LOGO COLORS In some circumstances, the NorthStar logo can be produced in either solid black or solid white, when necessary for the successful design of a specific production. The only secondary logo colors permitted to be used are black and white.

SECONDARY LOGO USAGE IN BLACK

SECONDARY LOGO USAGE IN WHITE

An example of the secondary logo colors can be seen on sweatshirts and tote bags given as complimentary gifts to passengers who are faced with unexpected flight cancellations or significant delays.

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NorthStar Airlines Brand Guidelines

NorthStar Airlines Brand Guidelines

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INCORRECT LOGO USE

NO

R A I R THS L I N TAR ES

An example of correct logo usage as seen inside a NorthStar Airlines Business Select Lounge in Toronto Pearson International Airport.

The NorthStar logo should not be altered or used in any way other than the primary logo and two secondary logos presented on the previous page. Any altering in color, shape, font, proportion, or position of the three logos allowed contradicts NorthStar company branding.

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NorthStar Airlines Brand Guidelines

NorthStar Airlines Brand Guidelines

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BRAND COLORS The NorthStar color palette was inspired by the beautiful natural landscapes of Canada.

Several photos of Banff National Park and Jasper National Park were examined during the color selection process, and the colors used were sampled directly from some of those photos. These brand colors were chosen because they reflect the modern and simple style of the branding, while also creating an eye-catching palette that pays homage to NorthStar’s Canadian foundation. The rich shades of gray and blue are soothing, bright, and beautiful without being overwhelming to the eye. They radiate with a peaceful spirit that speaks to the honesty, kindness, and reliability displayed

by NorthStar as a company.

Our colors were pulled directly from photos of Banff and Jasper National Park, to capture the Canadian Spirit which inspired our company from the beginning.

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NorthStar Airlines Brand Guidelines

C=69% M=63% Y=47% K=29% R=80 G=79 B=92 #504f5c

C=69% M=63% Y=47% K=29% R=80 G=79 B=92 #504f5c

C=69% M=63% Y=47% K=29% R=80 G=79 B=92 #504f5c

C=69% M=63% Y=47% K=29% R=80 G=79 B=92 #504f5c

NorthStar Airlines Brand Guidelines

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TYPOGRAPHY AND FONT SELECTION These are the only fonts to be used in NorthStar branding. These fonts reflect the modern and minimalist branding that NorthStar strives for. They are sharp, clean, and easy to read. These fonts can be used in different weights to convert different meanings. Bold and ultra light weights can be used in the logo, headlines, and decorative script. Book and medium weights must be used for body copy and legible script. These fonts can transition from decorative material to necessary reading material like instructive pamphlets and boarding passes easily, making them an ideal part of NorthStar’s efficient and stylish branding.

FUTURA 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 ! ? & AVENIR 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 ! ? &

An example of the brand typography as seen on NorthStar Airlines In-Flight Magazine.

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NorthStar Airlines Brand Guidelines

NorthStar Airlines Brand Guidelines

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ADVERTISEMENT STYLE The style pursued in all current print and online advertisements created by NorthStar is one of modern, beautiful design, as well as light-hearted messages. The goal of all ads should be to portray the true heart of NorthStar as a company. NorthStar is a friend to all traveller, friendly to all budgets and flexible for all schedules, welcoming all guests equally and without judgement. We are an airline that exists to help all people travel well and enjoy their journey. Our advertisements should reflect that.

The style of photography used by NorthStar is generally black and white, as this compliments the bright color scheme of the main logo, and makes the brand color scheme a focal point, which reinforces the branding of NorthStar to the viewer.

Subjects in photos should be happy people, with family-centered images being preferred, or images of Canadian wilderness. The copy on the ads should be short, friendly, and light-hearted.

On the right, and example of NorthStar’s advertisement style can be seen. This advertisement was displayed on messaging boards in airports both in Canada and the U.S. The goal of the imaging used was to stand out as incredibly beautiful, while also different from all other airport-themed images used within airport terminals.

NorthStar wishes to stand out from other airlines by using images that depart away from airports and flying, and focus instead on the true heart and purpose of traveling.

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NorthStar Airlines Brand Guidelines

NorthStar Airlines Brand Guidelines

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DIGITAL CONTENT

As with all of NorthStar’s current branding, digital advertisement should reflect a style that is modern, minimal, and stylish, with the brand colors and photography as the focal point. The copy should be simple, direct, and impactful.

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NorthStar Airlines Brand Guidelines

NorthStar Airlines Brand Guidelines

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SOCIAL MEDIA

Social media marketing is a crucial component of the NorthStar image. Our social media should constantly be evolving to stay on-trend and modern, while still maintaining the simplistic and clean style of NorthStar’s overall branding efforts. While Snapchat filters can be more flexible in terms of artistic style, all other social media outlets should maintain the same style of branding as the rest of the branding content.

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NorthStar Airlines Brand Guidelines

NorthStar Airlines Brand Guidelines

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DIGITAL COMMUNICATIONS

Using digital methods to communicate effectively with NorthStar customers should be a priority. All outlets of NorthStar communication, including emails and digital newsletters, should adhere to NorthStar branding.

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NorthStar Airlines Brand Guidelines

NorthStar Airlines Brand Guidelines

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APP DESIGN & TECHNOLOGY

The NorthStar Airlines cellular app is constantly updating and improving to meet the needs of the modern traveller. This app brings the branding style into an effective combination with modern technology to act as a travel assistant to NorthStar customers.

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NorthStar Airlines Brand Guidelines

NorthStar Airlines Brand Guidelines

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APP DESIGN & TECHNOLOGY

Using digital methods to communicate effectively with NorthStar customers should be a priority. All outlets of NorthStar communication, including emails and digital newsletters, should adhere to NorthStar branding.

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A poster advertising the NorthStar Airlines phone app and Luggage Tracker technology can be seen at the Vancouver Airport.

NorthStar Airlines Brand Guidelines

NorthStar Airlines Brand Guidelines

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AIRLINE SYSTEM

Chosen for its spacious but efficient seating system which seats up to 200 passengers and 5 crew members per flight, the Boeing 747-8 is a model that is both an economically and environmentally wise option for air travel. It is currently the only airplane model in use by NorthStar.

NorthStar’s standard plane model is the Boeing 747-8.

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NorthStar Airlines Brand Guidelines

NorthStar Airlines Brand Guidelines

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EMPLOYEE UNIFORM

The intention behind the design of NorthStar’s employee uniforms was to reflect the charismatic and comfortable style of the brand, rather than an overly-formal traditional stewardess outfit.

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NorthStar Airlines Brand Guidelines

NorthStar Airlines Brand Guidelines

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TICKETING LAYOUT

Every ticket will be distributed in the following format, including a ticket sleeve which will be printed at ticket kiosks.

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NorthStar Airlines Brand Guidelines

NorthStar Airlines Brand Guidelines

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BRAND STATIONARY

NorthStar’s stationary should always look clean and professional, reflecting the company’s excellence and modern style.

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NorthStar Airlines Brand Guidelines

NorthStar Airlines Brand Guidelines

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INDUSTRY PRODUCTS

NorthStar offers a variety of delicious and freshly prepared light snacks and meals, including complementary potato chips, chocolate, and baked goods.

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NorthStar Airlines Brand Guidelines

NorthStar Airlines Brand Guidelines

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INDUSTRY PRODUCTS

Paying customers should never have to suffer any disappointment in their travel experience. This policy applies to everything at NorthStar, including the complimentary coffee, which is sourced from local roasters in Vancouver, and brewed freshly on the plane during every flight.

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NorthStar Airlines Brand Guidelines

NorthStar Airlines Brand Guidelines

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“Travel is fatal to prejudice, bigotry, and narrow-mindedness, and many of our people need it sorely on these accounts. Broad, wholesome, charitable views of men and things cannot be acquired by vegetating in one little corner of the earth all one’s lifetime.”

-Mark Twain

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NorthStar Airlines Brand Guidelines

NorthStar Airlines Brand Guidelines

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©NORTHSTAR AIRLINES TM 2017. ALL RIGHTS RESERVED.

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NorthStar Airlines Brand Guidelines