GR 365_STRATEGIES FOR BRANDING_HEATHER TANG_SICHUAN AIRLINE

SICHUAN AIRLINE BRAND IDENTITY GUIDELINE

SICHUAN AIRLINE BRAND IDENTITY GUIDELINE

TABLE OF CONTENTS 1.0 BRAND SYSTEM

3.0 APPLICATION

1.1 1.2 1.3 1.4 1.5 1.6

3.1 3.2 3.3 3.4 3.5 3.6 3.7 3.8 3.9 3.10 3.11 3.12 3.13 3.14 3.15 3.16 3.17 3.18 3.19 3.20

Identity Evolution Logo Terminology Clear Space Color Variation Color Palette Improper Usage

2.0 TYPOGRAPHY 2.1 2.2 2.3 2.4

Primary Type Chinese Type Environment Photography Portrait Photography

Aircraft Fleet Shuttle Van Application System Business System Polo Shirt Crew Uniform Credit Card Canvas Bag Menu&Coffee First Class Dessert Economy Food Box Food Cart In Flat Cup Water Bottle In Flat Service Set Boarding Pass Displayed Screen Advertisement Board Luggage Luggage Tag

1.0 BRAND SYSTEM 1.1 1.2 1.3 1.4 1.5 1.6 1.7 1.8 1.9

Previous Logo Preferred Logo Horizontal Clear Space Vertical Clear Space Logo Sizing Limit Logo Terminology Color Variation Color Palette Unacceptable Usage

Letter From CEO Sichuan Airlines Co., Ltd (Sichuan Airlines) was founded on September 19, 1986, headquartered in Chengdu, Sichuan, China, and officially started its operations on July 14, 1988.

It has the largest fleet of all-aircraft aircraft in China. Sichuan Airlines Group is also the fifth largest airline group in mainland China. The world is facing unprecedented challenges in the face of a new coronavirus epidemic. We believe we need to trust each other more closely and persevere through this special time.

In 2020, Sichuan Airlines sincerely thanks its customers and employees for their support and encouragement. Many of our customers are very much looking forward to returning to the Sichuan Airlines family, and Sichuan Airlines would like to express its deep appreciation for your love and encouragement.

We will continue with our spirit of No fear of any difficult work, Establish the courage to be the first in the world, and continue our quality service and integrity to serve you when the dawn comes.

Thank you again for your support in this special year, and we look forward to seeing you again!

Sincerely,

Wang Chang Ming CEO

SICHUAN AIRLINE | BRAND IDENTITY GUIDELINE

1.1 PREVIOUS LOGO

PREVIOUS LOGO The circle represents the earth, and the four wave patterns symbolize the flow of a hundred rivers to the sea, the goodness of water, and the virtue of carrying things, This is also in line with Sichuan Airlinesʼ core values of “truth, goodness, beauty and love”.

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The strategic layout of “East to West, North to South, Mountain to Sea, and Network to Platform” is to build a golden bridge between North and South, and China and abroad.

SICHUAN AIRLINE | BRAND IDENTITY GUIDELINE

1.2 PREFERRED LOGO

PREFERRED LOGO In the preferred logo, the designer kept the circles concept as the earth, the sea swallow, and the wave in the previous logo. This is combined with the traditional Chinese character Chuan written in the Chinese culture. The new logo combines with the rising sea swallow and the unfolding wings.

The circle represents integration in traditional Chinese culture and also represents the spirit of Sichuan Airlines. Which is refreshing while retaining the cultural spirit of Sichuan Airlines and is also more dynamic and modern.

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SICHUAN AIRLINE | BRAND IDENTITY GUIDELINE

1.3 HORIZONTAL VERSION CLEAR SPACE

X

X X

A

B

0.168

0.1835

X

X

0.35 height

CLEAR SPACE & SIZE In order to achieve the best possible use, the designer designed clear signs and specific dimensions for the use of space for Sichuan Airlines. It is suggested that the shortest distance here is determined by the Chinese character for Chuan“川”.

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A: The exact distance between Sichuan Airlines is 0.1681 inches B: The distance between the graphic on the right and the logo text should be an exact 0.1835 inches

SICHUAN AIRLINE | BRAND IDENTITY GUIDELINE

1.4 VERTICAL VERSION CLEAR SPACE

X

X

X

X

X

0.35 height

CLEAR SPACE & SIZE In order to achieve the best possible use, the designer designed clear signs and specific dimensions for the use of space for Sichuan Airlines. It is suggested that the shortest distance here is determined by the Chinese character for Chuan“川”.

A: The exact distance between Sichuan Airlines is 0.1681 inches B: The distance between the graphic on the right and the logo text should be an exact 0.1835 inches

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SICHUAN AIRLINE | BRAND IDENTITY GUIDELINE

1.5 LOGO SIZING LIMIT

A

B

C

D

E

MAXIMUM SIZE & MINIMUM SIZE A: The standard size for the horizontal logo Version is over than 4.1 inch in width.

B: The maximum for the vertical logo Version is 2.05 inch in width.

C: The maximum for the logo Symbol is 1 inch in width.

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D: The minimum size for the horizontal logo Version is 1.8 inch in width.

E: The minimum size for the vertical logo Version is 1.2 inch in width.

SICHUAN AIRLINE | BRAND IDENTITY GUIDELINE

1.6 LOGO TERMINOLOGY

LOGO TERMINOLOGY In the latest logo design, the designer combined the traditional writing style of “川”. In Chinese culture with the rising state of a sea swallow and the appearance of its wings spread out. The design is based on a circle, and make the logo is easily recognizable.

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SICHUAN AIRLINE | BRAND IDENTITY GUIDELINE

1.7 LOGO COLOR VARIATION

LOGO COLOR VARIATION The color choices in the logo help to define and promote the brand image accurately. We have marked the color choices in the brand identity system; please follow the brand color usage code as a way to express the most accurate visual effect and maintain the brand integrity.

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SICHUAN AIRLINE | BRAND IDENTITY GUIDELINE

1.7 LOGO COLOR VARIATION

LOGO COLOR VARIATION The color choices in the logo help to define and promote the brand image accurately. We have marked the =color choices in the brand identity system; please follow the brand color usage code as a way to express the most accurate visual effect and maintain the brand integrity.

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SICHUAN AIRLINE | BRAND IDENTITY GUIDELINE

1.7 LOGO COLOR VARIATION

LOGO COLOR VARIATION The color choices in the logo help to define and promote the brand image accurately. We have marked the color choices in the brand identity system; please follow the brand color usage code as a way to express the most accurate visual effect and maintain the brand integrity.

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SICHUAN AIRLINE | BRAND IDENTITY GUIDELINE

1.8 COLOR PALETTE

PANTONE: 199 C CMYK: C=0 M=100 Y=79 K=0 RGB: R=212 G=31 B=55 HEX/HTML: #D50032

PANTONE: BLACK C CMYK: C=0 M=0 Y=0 K=100 RGB: R=0 G=0 B=0 HEX/HTML: #000000

PANTONE: DARKBLUE CMYK: C=100 M=186 Y=0 K=10 RGB: R=0 G=36 B=156 HEX/HTML: #00249C

PANTONE: WHITE CMYK: C=0 M=0 Y=0 K=0 RGB: R=255 G=255 B=255 HEX/HTML: #ffffff

COLOR PALETTE Pantone: For offset printing only. Ideal for stationery. Often used in one or two-color jobs. Also used as spot colors on premium brochures in addition to four-color process.

RGB: The most commonly used color profile in the world of computers, TV screens and mobile devices is RGB.

CMYK: Used in offset and digital printing. Ideal for use in full-color brochures, flyers, posters, postcards, etc.

HEX: The ideal for designers and developers use HEX colors in web design.

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SICHUAN AIRLINE | BRAND IDENTITY GUIDELINE

1.9 UNACCEPTABLE USAGE

A

E

B

F

C

G

D

H

UNACCEPTABLE USAGE A: NEVER stretch or compress the logo B: NEVER change the size of the logomark C: NEVER change the orientation of the logomark D: NEVER separate logomark

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E: NEVER change the order of the logomark F: NEVER change the position of the logomark G: NEVER change the orientation H: NEVER change the orientation of the logomark and break the type

SICHUAN AIRLINE | BRAND IDENTITY GUIDELINE

1.9 UNACCEPTABLE USAGE

I

M

J

N

K

O

L

SICHUAN AIRLINES

P

SICHUAN AIRLINES

UNACCEPTABLE USAGE I: NEVER mix the color of the logotype and logomark J: NEVER change the logo to outline K: NEVER mix the color of the logotype and logomark L: NEVER change to the gradient color

M: NEVER make the extra outline for logo N: NEVER change the size of the logomark O: NEVER change the color and make the logo outline P: NEVER change the typeface of the logo

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2.0 TYPOGRAPHY 2.1 2.2 2.3 2.4

Primary Type Chinese Type Environment Photography Portrait Photography

SICHUAN AIRLINE | BRAND IDENTITY GUIDELINE

A A A

2.1 PRIMARY TYPOGRAPHY SF Compact | Regular

ABCDEFGHIJKLMNNOPQRSTUVWX YZ abcdefghijklmnnopqrstuvwxyz 1234567890 !@#$%^&*() SF Compact | Medium

ABCDEFGHIJKLMNNOPQRSTUVWXY Z abcdefghijklmnnopqrstuvwxyz 1234567890 !@#$%^&*()

SF Compact | Bold

ABCDEFGHIJKLMNNOPQRSTUVWXYZ abcdefghijklmnnopqrstuvwxyz 1234567890 !@#$%^&*()

PRIMARY TYPOGRAPHY

This sans serif font includes a rounded variant. It is suitable for a wide range of content and is easily legible in a variety of situations. Using this as the logo for Sichuan Airlines ensures that the logo is easy to read.

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SICHUAN AIRLINE | BRAND IDENTITY GUIDELINE

2.1 CHINESE TYPOGRAPHY

A A

STHeiti | Light

ABCDEFGHIJKLMNNOPQRSTUVW XYZ abcdefghijklmnnopqrstuvwxyz 1234567890 !@#$%^&*() STHeiti | Regular

ABCDEFGHIJKLMNNOPQRSTUVW XYZ abcdefghijklmnnopqrstuvwxyz 1234567890 !@#$%^&*()

CHINESE TYPOGRAPHY Use STHeiti as the main Chinese character for the logo.

As the main font, the brand identity is maintained while ensuring recognition.

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SICHUAN AIRLINE | BRAND IDENTITY GUIDELINE

2.3 ENVIRONMENT PHOTOGRAPHY

THE STATEMENT Sichuan Airlines owns exclusive photography that can only be used to support collections in print and digital applications.

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SICHUAN AIRLINE | BRAND IDENTITY GUIDELINE

2.4 PORTRAIT PHOTOGRAPHY

THE STATEMENT Sichuan Airlines owns exclusive photography that can only be used to support collections in print and digital applications.

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3.0 Application 3.1 3.2 3.3 3.4 3.5 3.6 3.7 3.8 3.9 3.10 3.11 3.12 3.13 3.14 3.15 3.16 3.17 3.18 3.19 3.20

Aircraft Fleet Shuttle Van Application System Business System Polo Shirt Crew Uniform Credit Card Canvas Bag Menu&Coffee First Class Dessert Economy Food Box Food Cart In Flat Cup Water Bottle In Flat Service Set Boarding Pass Displayed Screen Advertisement Board Luggage Luggage Tag

SICHUAN AIRLINE | BRAND IDENTITY GUIDELINE

3.1 AIRCRAFT FLEET

The aircraft fleet design is a device to promote the brand.

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SICHUAN AIRLINE | BRAND IDENTITY GUIDELINE

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SICHUAN AIRLINE | BRAND IDENTITY GUIDELINE

3.2 SHUTTLE VAN

Business system created for the Sichuan Airlines brand to allow better use of the brand message and to help link this system to the developed concept.

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SICHUAN AIRLINE | BRAND IDENTITY GUIDELINE

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SICHUAN AIRLINE | BRAND IDENTITY GUIDELINE

3.3 APP / WEBSITE/ IWATCH/ PHONE

Application created for Sichuan Airlines branding to better attract attention and help this system connect with the developed concept.

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SICHUAN AIRLINE | BRAND IDENTITY GUIDELINE

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SICHUAN AIRLINE | BRAND IDENTITY GUIDELINE

3.4 BUSINESS SYSTEM

Business system created for the Sichuan Airlines brand to allow better use of the brand message and to help link this system to the developed concept.

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SICHUAN AIRLINE | BRAND IDENTITY GUIDELINE

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SICHUAN AIRLINE | BRAND IDENTITY GUIDELINE

3.5 POLO SHIRT

A shuttle van created for the Sichuan Airlines brand in order to promote the brand message and help link this system to the developed concept.

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SICHUAN AIRLINE | BRAND IDENTITY GUIDELINE

3.6 CREW UNIFORM

A new airline livery created for the Sichuan Airlines brand, using the red and blue colors linked to the brand in order to promote the brand message and help link this system to the developed concept.

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SICHUAN AIRLINE | BRAND IDENTITY GUIDELINE

3.7 CREDIT CARD

The bankcard application created for the Sichuan Airlines brand is a means to help promote the brand and help better connect with it.

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SICHUAN AIRLINE | BRAND IDENTITY GUIDELINE

3.8 CANVAS BAG

The canvas bag created for the Sichuan Airlines brand is a means to help promote the brand and help better connect with it.

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SICHUAN AIRLINE | BRAND IDENTITY GUIDELINE

3.9 MENU & COFFEE

The menu & coffee set created for the Sichuan Airlines brand is a means to help promote the brand and help better connect with it.

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SICHUAN AIRLINE | BRAND IDENTITY GUIDELINE

3.10 FIRST CLASS DESSERT

The first class dessert set created for the Sichuan Airlines brand is a means to help promote the brand and help better connect with it.

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SICHUAN AIRLINE | BRAND IDENTITY GUIDELINE

3.11 ECONOMY FOOD BOX

The economy food boxes set created for the Sichuan Airlines brand is a means to help promote the brand and help better connect with it.

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SICHUAN AIRLINE | BRAND IDENTITY GUIDELINE

3.12 FOOD CART

The food car application created for the Sichuan Airlines brand is a means to help promote the brand and help better connect with it.

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SICHUAN AIRLINE | BRAND IDENTITY GUIDELINE

3.13 CUP

The cup application created for the Sichuan Airlines brand is a means to help promote the brand and help better connect with it.

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SICHUAN AIRLINE | BRAND IDENTITY GUIDELINE

3.14 WATER BOTTLE

The water bottle application created for the Sichuan Airlines brand is a means to help promote the brand and help better connect with it.

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SICHUAN AIRLINE | BRAND IDENTITY GUIDELINE

3.15 IN FLAT SERVICE SET

The in flat service application created for the Sichuan Airlines brand is a means to help promote the brand and help better connect with it.

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SICHUAN AIRLINE | BRAND IDENTITY GUIDELINE

3.16 BOARDING PASS

The in boarding pass application created for the Sichuan Airlines brand is a means to help promote the brand and help better connect with it.

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SICHUAN AIRLINE | BRAND IDENTITY GUIDELINE

3.17 DISPLAYED SCREEN

The in dispalyed screen application created for the Sichuan Airlines brand is a means to help promote the brand and help better connect with it.

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SICHUAN AIRLINE | BRAND IDENTITY GUIDELINE

3.18 ADVERTISEMENT

The in advertisement board application created for the Sichuan Airlines brand is a means to help promote the brand and help better connect with it.

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SICHUAN AIRLINE | BRAND IDENTITY GUIDELINE

3.19 LUGGAGE

The carry on luggage application created for the Sichuan Airlines brand is a means to help promote the brand and help better connect with it.

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SICHUAN AIRLINE | BRAND IDENTITY GUIDELINE

3.20 LUGGAGE TAG

The luggage tag application created for the Sichuan Airlines brand is a means to help promote the brand and help better connect with it.

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© 2021 Annotated Process Book Designed by Heather Tang.

All rights reserved.

No part of this publication may be reproduced in any manner without permission.

Project Identity Standards Manual & Applications Academy of Art University Designer Heather Tang(PEI) Instructor & Class Thomas McNulty GR 365 Strategies For Branding