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The Proflight Zambia Brand Manual Š copyright Proflight Zambia 2009

p1/33 last revised november 2009


contents about us

visual identity

examples

05

who is proflight zambia

14

naming

27

web

06

brand history

15

the logo

28

consumer communication

07

mission statment

16

do’s and don’ts

29

vehicles

08

strategy

17

colours

30

planes

09

vision

18

typefaces

31

buildings

10

tag

19

the swish

32

offices

11

values

20

planes

33

stationary

12

business promise

21

vehicles

22

uniforms

23

offices

25

pictures

26

lingo

p1/33


introduction and brand mandate Proflight Zambia is a rapidly growing

a strong airline, who knows who they are,

be there - clear and constant. If you find

company as well as a respected mid sized

who are friendly and will look after them

you are having to second guess any details

airline. We have a clear vision for the

and above all will be safe. The brand

required that are not in the manual, please

future and a redesigned brand will assist

needs to communicate this to public at all

contact the Proflight marketing team for

us in meeting our goals.

times. It has to be clear, strong, consistent

clarification.

The entire company has been involved in the branding process and the board has sanctioned the final decisions. We are excited about our future as a well branded airline.

and accurate. This document describes all the technical details of our brand and it is mandated that any portrayal of the company to carry the brand with complete accuracy. Be it a

For details of this manual on line and downloads of the logos please visit our branding port al o n the web at: www.proflight-zambia.com/brand

Any company needs to be well branded

letter, black and white advert, livery of a

We are proud of our company and hope

but this is especially true of an airline. The

plane, bill board or a note given to a client

you enjoy joining us in making our brand

passenger wants to feel they are flying with

– we want the Proflight Zambia brand to

a strong one.

p2/33


One of Proflight’s Jetstream 32s on the apron at Lusaka International Airport before rebranding

p3/33


about us

05

who is proflight zambia

06

brand history

07

mission statment

08

strategy

09

vision

10

tag

11

values

12

business promise

p4/33 last revised november 2009


who is proflight zambia?

Proflight Commuter Services Ltd.(The Company). is a consumer airline that specialises in charter and domestic scheduled operations. It is organized to take advantage of a specific gap in the shorthaul domestic travel market.      

Two seperate brands - Pro Charter and Proflight Zambia Small to medium size airline of 108 employees Operate Charter and Scheduled Services within Zambia Carry 60,000 Pax / Year Privately Owned AMO as revenue centre p5/33 last revised november 2009


brand history Apr-91 Jan-97 Apr-97 Jul-02 Jul-02 Jul-02 Jul-04 Mar-05 Jun-05 Jun-05 Jul-05 Dec-05 Dec-05 Aug-06 Oct-06 Jan-07 Jan-07 Apr-07 Jun-07 Jul-07 Nov-07 Nov-07 Nov-07 Nov-07 Nov-07 Feb-08 Apr-08 May-08 May-08 May-09

Proflight Air Services was established First scheduled licence was obtained 1st Piper Chieftain online (9J-KKN) 1st Britten Norman Islander online Aircraft Maintenance Facility Ken Kabungo Joins Proflight Proflight Commuter Services was formed. Mark Barrett joins Proflight 1st Jetstream purchased Livingstone Schedules Started Ken Kabungo becomes Chief Pilot Ndola Schedules Started Solwezi Schedules Started Copper Air was launched Theo Britts appointed as Director of Engineering 1st Caravan online Proflight Engineering Services 2nd Piper Chieftain online (9J-AGE) 2 Britten Norman Islander Leased Mfuwe Schedules Started 2nd Caravan purchased (9J-PCR) Jo Pope Joins Proflight Board Martin Cadman joins Proflight Board Richard Calder leaves as a Board Member Vincent joins as Chairman of the Board 2nd Jetstream purchased 2nd Caravan online (9J-PCR) 2nd Jetstream online Proflight Zambia nominated ‘Best Charter Airline in Africa’ South African AMO Approval p6/33


the proflight mission statement

Our mission is to provide our customers with safe, reliable and friendly air services.

p7/33 last revised november 2009


the proflight strategy

We will build on our brand values: (1) safety, (2) reliability, (3) efficiency, (4) friendly service We will protect our brand from internal and external threats and manage appropriately the business and other risks inherent in venturing. We will develop our people and ensure their reward is aligned to realised shareholder returns p8/33 last revised november 2009


the proflight vision

Proflight will bring the highest world class aviation services to Zambia

p1/33 last revised november 2009


the proflight tag

p10/33 last revised november 2009


the 4 proflight values

safety

reliability

efficiency

friendly service p11/33 last revised november 2009


the proflight promise

We will offer the highest level of service to each and every passenger

p12/33 last revised november 2009


our visual identity

14

naming

15

the logo

16

do’s and don’ts

17

colours

18

typefaces

19

the swish

20

planes

21

vehicles

22

uniforms

23

offices

25

pictures

26

lingo

p13/33 last revised november 2009


naming Our visual identity is an essential part of the Proflight Brand and is cast in steel! It is defined as:

our logo in Futura fonts

(a) white lettering on an Blue background (Pantone® 285c on glossy print materials; on other surfaces the nearest practicable equivalent) and; (b) in Futura LT Bold font (not bold, italics, outline nor underlined) the word “PROFLIGHT” in upper case followed by another word in Futura Lt BT, all of which is capitalised

Can be used for extending the brand

The vector format of the logo is to be used in ALL cases and is supplied with this manual The Proflight name is a powerful asset. To maintain brand strength, correct and consistent use is vital. The Proflight logo is used when representing the company in all communications.

used with the charter brand. Please see charter brand manual for specifics

p14/33


the logo The logo is at the heart of all Proflight communication aimed at the consumer. It shows in its centre a Fish Eagle - the national bird of Zambia - swooping low A

over water with it’s talons extended.

A

It is mandated by the Brand rules to maintain the layout and consitancy of this logo. It helps consumers: it shows this is an authentic legitimate Proflight business or representative.

the exclusion zone

written style

the minimum size

colours

The logotype must be reproduced with a clear area around it which is free from other graphic elements. This area is known as the ‘exclusion zone’ as defined by the height of the Proflight ‘P’

In body text, should always appear in the font Futura.

The logo should always be clearly legible.

The logo should always be white on Proflight Blue (Pantone® 285c) or Proflight Blue on white. In body text it should only appear in black on white

p15/33


do’s and don’ts

Correct

Wrong!

treatment of the trading name

The following illustration demonstrates correct and incorrect renderings of Proflight trading name using the Futura font. Whilst it does not cover every possible scenario, you will formulate a good idea of what is acceptable and what is not. The orange should be used to accent the blue outside of the logo following the style

PROFLIGHT ZAMBIA Proflight Zambia

of the planes using a blue to orange ratio of 2 to 1

only to be used sparingly if absolutely not enough horizontal space is available

p16/33


colours

the perfect combination

values for all media applications

Blue is one of our greatest distinguishing features. It is an essential part of our brand identity and heritage. PANTONE 136c Spot Colour

C 2 M 30 Y 84 K 0 Four Colour Process

#F8AC07 Web

R 248 G 172 B 7 RGB

PANTONE 285c Spot Colour

C 88 M 53 Y 0 K 0 Four Colour Process

#0066CC Web Safe

R 48 RGB

PANTONE Process Black Spot Colour

Process Black 80% Spot Colour

C 0 M 0 Y 0 K 100 Four Colour Process

C 0 M 0 Y 0 K 80 Four Colour Process

Combined with orange, white, black or dark grey, a distinct style is created which is both simple to use and powerful through its simplicity. The orange should be used to accent the

G 67

B 184

blue outside of the logo following the style of the planes using a blue to orange ratio of 2 to 1

p17/33


typefaces the brand fonts

Futura LT Bold

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!?.,;’” For Branding only

The Futura font is an important part in building the Proflight brand. Its bold, confident and distinct appearance makes it recognisable and associated with Proflight Commuter Services. Its sharp angles gives a modern, efficient and professional personality to the Proflight businesses. Note the Futura Heavy font should only be used for the business name. No shading or keylines should be used around the business name.

Futura Hv BT

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!?.,;’” Headlines, highlighting key words and phrases

Futura Bk BT

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!?.,;’” Body Copy

Futura Lt BT

Futura is also used for the communication font, with its clean and modern linear features. Qlassic Medium is used for the Proflight tagline which gives a friendly image to our company completing our brand values

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!?.,;’” Small text below 6pt

Proflight Tagline, website address, friendly sayings, quotes

p18/33


Color Ration

the proflight swish

Work on about 1/3 Orange and 2/3’s Blue

primary use Fo r u s e i n m o s t m e d i a applications, this example follows the lines of the planes

the brand graphic

As part of the Proflight brand, a common theme that may be used where possible, identifies with a key aspect of the company - the airplanes tail. The blue and orange bands, when used effectively, will be invaluable with identifying the communication with our company and tying it all together with our planes. We can use this swish in many appropriate instances, from business cards to checkin signs, from the design of our cars to billboards.

Crop Preference Crop at point of Orange swish

Continual and consistent use within the rules of this manual will align the swish to our brand in peoples hearts and minds. See section three for examples of the swish

secondary use

Only for use in bottom right corner of media.

Crop Preference Crop at point of Orange dashed line

To be used sparingly. An example would be a portrait letter (see stationery examples)

p19/33


Proflight Bird No bottom swish from logo.Top of wing meets top of tail, bottom talon meets bottom of vertical stabilizer.

planes

the brand planes The Proflight Plane is an important part of our brand. People identify with the planes and they provide powerful marketing devices.

Name Proflight Blue, Orange swish in P. Left aligned from first passenger window. Must not be obstructed by any exits

Front Motif From top to bottom, includes swish. Intersects rear most crew window. Ok for part of wing to be over passenger door

9J-PCS

For this matter, our planes must be easily identifable from a distance, regardless of the type or model. It is essential that the correct colours and styles are used to provide a consistent and easily recognizable message to our customers. No shortcuts must be undertaken because of a shortage of paint or time or other materials consistency is the key to a recognizable brand.

Color is background White. Width must be no less than 75% of tail width and the width of the head from horizontal edges

Engine

Orange Swish

website

On twins only, follows scheme of tail

Po i n t m e e t s t h e bottom of fusalage at horizontal eye level

In Qlassic Medium Font. Not overly large

Paint Colors

White Line Width of XXX cm

#25095

#33655

Federal Standard 595B Colors

Federal Standard 595B Colors

Matterhorn White

the exclusion zone

written style

the minimum size

colours

The logotype must be reproduced with a clear area around it which is free from other graphic elements. This area is known as the ‘exclusion zone’ as defined by the height of the Proflight ‘P’

In body text, should always appear in the font Futura.

The logo should always be clearly legible.

The logo should always be white on Proflight Blue (Pantone® 285c) or Proflight Blue on white. In body text it should only appear in black on white

p20/33


vehicles

ground transport brand

Front Logo

Proflight Bird

Rear Section

Following logo rules, i n Pr o f li g h t Bl u e centered on white section with Tag width of ‘Zambia’ directly underneath

No bottom swish from logo. Follows plane design.

Place bird first 1/3 length of vehicle from rear. Blue then covers rearward section of vehicle

Bird positioned one third of vehicle from rear and complete Color is White.

Our vehicles are mobile advertising boards. They stand out, are easy to recognize and provide details on how to find further information through the use of telephone numbers and website addresses. Kept clean and uncluttered, we will endeavour to ensure all our vehicles match style and colour and show the strength of Proflight out in the Zambian community by their numbers

Orange Swish

White Line

Web address

Point meets the bottom of fusalage at horizontal eye level

Width of XXX cm

Centred in Qlassic Medium font - white on blue and large enough to be seen at a distance but not to large as to appear distracting

Paint Colors

PANTONE 285c Spot Colour

PANTONE 136c Spot Colour

PANTONE WHITE Spot Colour

the exclusion zone

written style

the minimum size

colours

The logotype must be reproduced with a clear area around it which is free from other graphic elements. This area is known as the ‘exclusion zone’ as defined by the height of the Proflight ‘P’ (see The Logo)

In body text, should always appear in the font Futura.

The logo should always be clearly legible.

The logo should always be white on Proflight Blue (Pantone® 285c) or Proflight Blue on white.

p21/33


uniforms what we wear TBA

Colours

PANTONE 285c Spot Colour

PANTONE 136 Spot Colour

WHITE Spot Colour

PANTONE 136 Spot Colour

p22/33


Plants

offices

our public view Customer offices make a major impression on our customers. Walking into the airport, this is their first impression of Proflight and it is doubly important that it is a great impression. The offices will be clean, open and spacious with a modern touch. They will project professionality and efficiency that the customer will take with them when using our services. They will showcase the Proflight colours and be easily recognizable from a distance. Following are guidelines for customer facing office design. nb. Offices and interiors not frequently visited by customers may follow a wood and cane furniture style where necessary.

Walls

Plants are mandated for use in the office, but must be kept to a minimum and not interfer with the layout and design of the office

All Proflight offices will have wall to ceiling glass where available. A standard frosted band will cover the entire outside are of the office.

Coffee Tables Strategically places, the coffee tables will be low, for magazines and decoration.

A

They will be smokey or frosted glass topped with a dark steel frame. They will not take up much space and will be used sparingly

Where facing the outside of the building floor to ceiling c ov orin g of t he g lass advertising Proflight services is permissible

Customer Seating All stations to include customer seating. Sofas where space is available. The furniture, must be lower and modern in design.

Carpet Standardised throughout the offices and in Proflight Blue, the carpet should be hard wearing, easy to clean and of short woven nature.

Proflight blue with orange accenting

Water Cooler, Coffee Station

Pathway

All stations to have a water cooler during summer and coffee station during winter or both.

In a standard lighter shade of Proflight Blye - easy to spot and follow pathway inlaid with the Proflight logo, leads the customer straight to the desk accented by the Proflight orange. Provides an easy to

Staff Counters White with glass top. They should be at a useful level for the clients to interact with staff. Curved face with the Proflight logo on the front

Open Spacious Doorways No squeezing through for our customers. Open glass double doors

Staff Seating All seats to be fabric covered swivil seats in the Proflight orange

Modern Lamps White floor lamps, either frosted glass or material. Must be modern of design (not classical, wood etc) and match office environment

Plasma Screens All major offices to have at least one plasma screen, highlighting company values, mission and curr ent schedules

Paint Colors

285c Spot Colour

PANTONE 136c Spot Colour

PANTONE WHITE Spot Colour

p23/33


pictures

PHOTO EXAMPLES

the pictures we use are ex p r e s s i v e , s h o w r e a l emotions, and cropped for maximum effect.

fully cropped planes, Zambian wildlife, beautiful Zambian scenery, Zambian people. enjoying, optimistic, natural, clear, simple, real people in real situations p24/33


lingo tone of voice Don’t over complicate. Tell it like it is.

We believe that a message is better read when it ’s simple to understand. Be direct and talk the language of our customer. They will appreciate our honesty and

Be direct and get to the point.

simplicity.

Always look for the simplest way to say

Do not be afraid to use colloquialisms –

what you want.

or should we say... Do not be afraid to use plain and simple phrases? We’re never sexist, after all, Proflight is for the many, not the few but we’re often cheeky and always try to raise a smile. A smiling customer is a happy customer.

p25/33


examples of how we will use our brand

27

web

28

consumer communication

29

vehicles

30

planes

31

buildings

32

offices

33

stationery

p26/33 last revised november 2009


website

p17/33


consumer comms check in boards

schedules

p28/33


vehicles

p29/33


planes

p30/33


buildings

p31/33


customer service offices

p32/33


stationery

business cards

letterheads

p33/33

The Proflight Zambia Brand Manual