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EVA the brand guideline


EVA Air


the brand guideline

EVA Air

Contents BR 01_ CHECK IN history branding objectives three attributes identity description

BR 02_ BOARDING proportion colors anatomy specifications typography grid incorrect usages

BR 03_ TAKE-OFF stationery system secondary graphic elements

BR 04_ SAFELY LANDED applications

COLOPHON


the brand guideline

EVA Air

History EVA Air was founded in 1989 as an affiliate of Evergreen Group. It is an airline based in Taiwan, operating passenger and dedicating cargo services to over 40 international destinations in Asia, Australia, Europe and North America. Since its founding as an affiliate of shipping conglomerate Evergreen Group, EVA Air has expanded to include air cargo, airline catering, and aviation engineering service. EVA Air has differentiated its onboard service by including Taiwanese and Hakka for its cabin announcements on every flight. This was aimed at attracting Taiwanese passengers. EVA Air also play Taiwanese folk songs as its boarding music. The name EVA was taken from two letters of “Evergreen” and the first letter of “Airways.” The airline uses the logo of its parent company, the globe and compass, using green and an orange trim. Yet the globe of the airline logo is cropped (placed outside the frame), meaning there is no framework for EVA Air.

BR 01 _ history


the brand guideline

EVA Air

Branding Objectives Throughout the course of their 22-year history, EVA Air has remained true to their brand attributes. They have pioneered many in-flight experiential and entertainment innovations, and strived to be best-in-class. Additionally, EVA Air has received a 4-star ranking by SKYTRAX. My vision for EVA Air is the hope for an better international recognition while maintaining a friendly relationship between travelers. Through its rebranding program, the company will be recognized worldwide for its safety, comfortable and friendly services. EVA Air will become a dominant airline in Asia, and Taiwan International Airport will be the main transfer post for travelers who visit Asia. EVA Air’s main competitor is China Air.

Three Attributes The three attributes for the rebranding program are 1. Friendliness 2. Safety 3. Travel

BR 01 _ branding objectives & three attributes


the brand guideline

EVA Air

Identity Description This newly design mark is to give the airline the feeling of comfort, refreshness, and safety. The logo was structured based on the idea of a flying megpie in the sky. Megpie is a Taiwan-only species, and is viewed as the bird of the nation. The abstract symbol of flying wings is placed inside a circle, the sun, meaning that the friendly crew and their warm service will alway be provided with EVA Air.

EVA logotype

symbol

signature

BR 01 _ identity description

The new signature consists of a logotype EVA and a symbol. The word Air of original logo was taken off. Instead of using EVA Air, the new signature uses mere EVA for better recognition and impression.


the brand guideline

EVA Air

Logo Proportions

Colors

EVA x

x

x C 3% M 42% Y 96% K 0%

BR 02 _ logo proportions & colors


the brand guideline

EVA Air

Logo Anatomy CLEAR SPACE

1.5 x 1.5 x

x

EVA

Clear space is the minimum breathing room around the brandmark; here clearspace is 1.5 x, x equals to x-height of logotype. It should be kept free of graphics, texts and other marks.

MINIMUM SIZE Minimum size refers to the smallest dimensions allowed for brandmark versions. It is stated as a minimum width.

1.5 x

1.5 x

EVA minimum size = 1�

clear space = 1.5 x x = x-height

BR 02 _ logo anatomy


the brand guideline

EVA Air

Specifications

EVA b&w signature

EVA b&w reversed

BR 02 _ specifications

EVA one-color signature

EVA one-color reversed


the brand guideline

EVA Air

Typography The typeface used for the EVA Air signature is DIN Medium. Century Gothic is a nice simple font, good for anything from headline to text. Use Century Gothic whenever in communication.

Aa Aa PRIMARY TYPEFACE

SECONDARY TYPEFACE

ABCDEFGHIJKLMNOPQRSTUVWXYZ

ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz

abcdefghijklmnopqrstuvwxyz

( . ” + ‹ / ? › = , ) 0123456789

( . ” + ‹ / ? › = , ) 0123456789

DIN Medium

Century Gothic

BR 02 _ typography


the brand guideline

EVA Air

INCORRECT USAGES 01. Distortions of any form 02. Glowing is distracting

EVA 01

A V E 04

Avoid adding an unneccessary hipnotic glow.

03. Green alert! Do not sit the symbol on greenish colors.

04. Not right Do not rotate the symbol.

EVA

EVA

05. Not cool Do not place the signature against distracting and busy backgrounds.

06. Not outstanding 02

Do not add embellishments like drop-shadows, embossings etc. to the symbol.

05

EVA 03

BR 02 _ incorrect usages

EVA 06


the brand guideline

EVA Air

Stationery System The stationery is designed to ensure consistency throughout the brand. The business card is double-sided with a secondary graphic cropped, and the other side holds all the information of the individual.

EVA

Maurice Chan

Accounting Clerk

944 North Field Road San Fransisco, CA 94128 mchan@eva.com E VA A i r C o r p o r a t i o n w w w. e v a a i r. c o m

BUSINESS CARD

BR 03 _ stationery system

O 650 952-8247 x 673 F 650 877-2398


the brand guideline

EVA Air

EVA Maurice Chan

Accounting Clerk

944 North Field Road San Fransisco, CA 94128 mchan@eva.com O 650 952-8247 x 673 F 650 877-2398 E VA A i r C o r p o r a t i o n w w w. e v a a i r. c o m

BR 02


the brand guideline

EVA Air

EVA

E VA A i r C o r p o r a t i o n 944 North Field Rd San Fransisco, CA 94128

Ernie English 1234 Writing Lab Lane Write City, IN 12345

BR 03 _ stationery system


EVA Air

the brand guideline

Secondary Graphic Elements Embodies the uniqueness and revoluntary essence behind the wings. The most important graphical element in this brand is the EVA Air icon and its colors. There are many framing and cropping variations that can be achieved with this graphic element. The secondary graphic elements for EVA Air are outlined wings, and it can be used with a white or orange (c= 3, m= 36, y= 96, k= o) background. When it is placed on a white background, make the wings orange (c= 3, m= 36, y= 96, k= o) outlined and 50 % transparent. When it is placed on a orange, make the wings white outlined and 50 % transparent.

BR 03 _ secondary graphic elements


the brand guideline

EVA Air

Applications BOARDING PASS

EVA Boarding Pass

EVA

First Class Name

Name

I-HAN HUANG

I-HAN HUANG

From

Flight number

Class

Date

Time

From

SAN FRANCISCO

BR07

F

0711

130

SAN FRANCISCO

To

To

TAIPEI

TAIPEI Gate

Boarding time

Seat

Flight number

Class

Date

G35

1250

12B

BR07

F

0711 130

BOARDING GATE CLOSES 15 MINUTES BEFORE DEPARTURE TIME

Gate

Boarding time

Seat

G35

1250

12B

EVA BR 04 _ applications

Time

No smoking


the brand guideline

EVA Air

Applications

EVA

BR 04 _ applications


the brand guideline

EVA Air

Applications

EVA

EVA

EVA

EVA

BR 04 _ applications


the brand guideline

EVA Air

Applications

EVA

EVA Air Mobile App The perfect companion for business and leisure travelers download free

BR 04 _ applications


the brand guideline

EVA Air

Applications

EVA Air

BR 04 _ applications


the brand guideline

EVA Air

Applications

EVA

BR 04 _ applications


the brand guideline

EVA Air

Colophon PRINTED ON EPSON premium presentation matte

PRINTER EPSON STYLUS PHOTO 1400

BINDERY spiral binding by Copy Edge

DESIGN illustrations and layouts by I-Han Huang

TYPOGRAPHY type set in Century Gothic regular & bold

INSTRUCTOR darrell hayden david hake

ACADEMY OF ART UNIVERSITY summer 2011 / ID1

Colophon


EVA Air


EVA Air brand guideline