Brand Identity Manual
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Contents 2 Brief 3 Problem Statement 4 Competing Airlines 6 Semiotic Research 15 Proposed Brand Names 16 Mark Iterations 22 Black and White 23 Color 24 Slogan 25 Typography 26 Primary Colors 27 Secondary Colors 28 Proper Usage 30 Improper Usage 32 Application 42 Colophon
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Brief Design a brand identity system for an airline.
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Problem Statement Bangka Belitung Islands is a province in Indonesia known for its sandy beaches, large rock formations, sea life and traditional sea food. The province consists of two main islands, Bangka and Belitung, and several smaller ones. Its capital and largest city is Pangkal Pinang. The people who live there are diverse culturally, ethnically and linguistically. A few of the major ethnic groups there are Malays, Chinese, and Javenese. I visited Bangka Belitung once and fell in love with the beauty of the culture and scenery. There were numerous water activites such as sailing, island hopping and snorkling for entertainment as well a delicacies such as fresh sea food and their signature coffee to enjoy.
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Competing Airlines PT Garuda Indonesia Garuda Indonesia is an airline headquartered at Soekarno–Hatta International Airport. They are one of the several airlines that offers flight to Bangka Belitung. It is the second largest airline in Indonesia that provides both domestic and and international flight. Garuda’s flight cost is considered moderate to high. Its branding has evolved since the original logo in 1947. Their current mark, designed in 2009, is inspired by tropical birds that fly near the waters, creating waves and ripples. Sriwijaya Air Sriwijaya Air is an Indonesian airline with headquarters at Soekarno–Hatta International Airport. Its first route was established in 2003 from the capital city of Jakarta to Pangkal Pinang, the largest city in Bangka Belitung. This airline focuses on domestic flights. The mark itself is based on Chinese letters “ru-yi” which roughly means “we have what we want and strive for will be achieved”. Their airline ticket prices are considered moderate to high cost.
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Batik Air Batik Air was founded in 2012 with Lion Air as its parent company. It offers both domestic and international flight services from Indonesia, including to Bangka Belitung, since 2013. Its logo uses magenta, gold and brown colors while incorporating batik references. For instance, there is a modernized geometric batik pattern on the airplane livery. The stem of the “B” in their logo also uses a tjanting, which is a tool used for batiking. Their flight cost is moderate compared to other Indonesian airlines. NAM Air NAM Air is based in the capital city of Indonesia, Jakarta, founded in 2013. Its parent company is Sriwijaya Air. They fly domestic routes in Indonesia, except for one international route to Dili, East Timor. Its logo is quite straghtforward in using a symbol that has the shape of an airplane tail and “NAM” written diagonally. This airline is considered to offer cheap prices for their services.
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Semiotic Research Pragmatic
Icon
Index
Symbol
Snorkelling
Swimming using a tube to breathe through while under water
Scuba gear, tube (snorkel), goggles, flippers, shallow under water, sea life
Sea life
Eating
Put food into mouth, chew and swallow
Digesting food, trying new delicacies, fresh sea food, local cuisine
Sea food
Photographing
Taking a picture using a camera
Snap shot, images, recording memories through pictures, capture
Capture
Learning
Acquiring knowledge or skills
New experiences, learning from museums and traditional villages, history, culture, discovering
Museums
Scuba-diving
Swimming or exploring under water
Go under water, submerge, explore deeper sea life, scuba apparatus
Under water
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Pragmatic
Icon
Index
Symbol
Sailing
A voyage made by a ship
Boat-riding, floating, drifting, going on a small boat to travel between islands
Small boat
Relaxing
Make or become less tense or anxious
Unwind, calming, enjoying the peaceful view, breeze, waters, and sound of waves
Peaceful atmosphere
Hiking
A long walk or walking tour
Climbing granite rock formations near the beaches, hiking on mountains, trekking
Trekking
Touring
A journey for pleasure in which several different places are visited
Visiting attractions and locations available, island-hopping, pristine beaches and rock formations
A variety of attractions
Sightseeing
Visiting places of interest in a particular location
observing, tourism, visiting scenic places
Observing
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Pragmatic
Icon
Index
Symbol
Swimming
The sport of propelling oneself through water using limbs
take a dip, float, tread on water, be immersed in water, swim in the Java Sea
Swimmin in the Java Sea
Shopping
The action of buying goods from shops
Buying souvenirs, food, etc. Stores, shops, retail, purchasing, buying
Purchasing
Exploring
Travel through an unfamiliar area in order to learn about it
Travelling, visiting a new place with new culture, food, and learning about them
Travelling
Conserving
Protecting something of environmental or cultural importance
Sustaining, helping the locals to preserve the nature there (sea life, plants, natural resources, etc.)
Sustaining
Bonding
Building relationships with other people
Meeting new people, visiting the islands with families and friends and doing activities together.
Visiting with families and friends
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Syntactic
Icon
Index
Symbol
Islands
Land surrounded by water
Archipelago, over 100 small islands, often uninhabited, Picturesque
Archipelago
Rocks
Solid mineral material forming part of the earth’s surface
Granite rock formations in small islands, boulder, stones, large rocks make up cliffs
Granite
Beaches
Pebbly or sandy shore, especially by the sea between high and low water marks
Seaside, seashore, palm trees, sand, a lot of clean, beautiful, rocky beaches
Pebbly and sandy shores
Lighthouses
A tower or other structure containing a beacon light to warn or guide ships at sea
The famous lighthouse in Belitung is located in Lengkuas island. You can climb up flights of stairs for an ocean view
Signal
Palm Trees
An unbranched evergreen tree with a crown of long fanshaped leaves
Palm trees grow in warm regions, found in beach areas
Leaflets
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Syntactic
Icon
Index
Symbol
Sea life
Plants, animals and other organisms that live in the sea or ocean
Marine life, ocean life, colourful fish, sea turtles, other aquatic creatures, starfish
Starfish
Coral reefs
Diverse marine ecosystem
Sea plants, coral polyps, rich in calcium carbonate
Coral polyps
Resorts
A place for holidays and recreation
Holiday center, a place where one can rest and relax for the day.
Rest and relax
Museums
A building in which objects of historical, scientific, artistic, or cultural interest are stored and exhibited
Museum Kata Andrea Hirata, Traditional House in Belitung, cultural objects that belong to the rich traditions of Belitung.
Culture
Water
A stretch or area of water such as a sea
Ocean, sea, the water is turquoise blue in color, it is clear and pristine, rich sea life.
Turqouise
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Syntactic
Icon
Index
Symbol
Boats
A small vessel for travelling over water
Sail, travelling by boat between small islands, vessel, ship.
Sails and oars
Seafood
Shellfish and sea fish, served as food
Traditional dishes/delicacies using sea food (crab, fried calamari, grilled fish, etc.)
Traditional dishes
Sunset
A time in the evening when the sun disappears or daylight fades
A spectacle, color and light visible in the sky, orange-red color in the clear skies, sun setting down the horizon
Spectacle
Coffee
Hot drink made from roasted and ground coffee beans/ seeds
Belitung coffee: mix of coffee and sweet condensed milk, adopted from Dutch coffee
Dutch coffee
Villages
A group of houses and associated buildings
Rural area, when you visit the villages in Belitung, you can see their traditional lives
Rural
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Semantic
Icon
Index
Symbol
Relaxing
Becoming less tense or anxious
Unwind, leisure, slow down, calming, peaceful, rest, laze, destress, the breezy
Soothing
Adventurous
Unusual, exciting, daring experience
Exciting, thrill, bold, risky, exploration, doing activities like hiking, mountain climbing
Exciting
Refreshing
Refresh or reinvigorate someone
Revitalizing, reviving, different from everyday activities, restoring, inspiring
Revitalizing
Active
Engaging or ready to engage in physically energetic pursuits
Sport activities, doing activities such as hiking, climbing, diving, snorkelling, involving physical actions
Sports
Scenic
View of impressive or beautiful natural scenery
Picturesque, pretty, pleasing, attractive, beautiful, panoramic, breath-taking
Picturesque
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Semantic
Icon
Index
Symbol
Cultural
Relating to ideas, customs, social behaviour of a society
Enriching, learning a new culture (they have different lifestyles)
Enriching
Novel
Interestingly new or unusual
New, unconventional, innovative, a new experience as you explore a new part of the world/country
New experience
Educational
Relating to the provision of education
Enlightening, learning, informative, perceptive. Makes one open to different cultures, environments, food
Enlightening
Recreational
Relating to activity done for enjoyment when one is not working
Amusement, enjoyment, entertainment, pastime, leisure activity
Enjoyment
Memorable
Worth remembering or easily remembered because it’s especially special
Unforgettable, special, remarkable, extraordinary, striking
Special
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Semantic
Icon
Index
Symbol
Satisfying
Giving pleasure associated with this
Fulfilling, gratifying, enjoyable, worthwhile, content, explore, doing fun activities
Worthwhile
Tropical
Very hot and humid
Weather is typically humid and hot since the location of the province is near the equator
Humid weather
Natural
Existing from nature, not made by humans
Related to nature, environment, the earth, flora and fauna, wildlife, scenery
Flora and fauna
Beautiful
Pleasing the senses or mind aesthetically
Vibrant (colourful coral reefs, clear turquoise waters, beautiful sunsets), gorgeous, exquisite
Vibrant
Quiet
Calm silence
Peaceful, calm, still, relaxing, soothing, serene, tranquil, the breeze, calm waters
Serene
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Proposed Brand Names Here is a list of inital brand names. The first four are the names that received the most positive feedback and are used in the initial mark brainstorm. Coral Jet Aqua Airways Starfish Air Tropik Air Belitong Air Air Samudra Aviaislets Pristine Airlines Panoramair AquaLift Serene Wings Aviareef
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Mark Iterations The mark started with initial sketches based on the semiotic research and proposed brand names.
Starfish Air Avatar of a starfish, tropical, active, fun, sea life, swimming
Starfish Air Logo, starfish, flying motion, fun, recreational, set in Chivo italic
Tropikair Avatar of a sea turtle on a cloud, tropical, fun, flying, cloud, skies
Tropikair Avatar of a clown fish, tropical, sea life, swimming/snorkeling
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Aqua Airways Lettermark of a double A, water, motion of an airplane or boat
Aqua Airways Lettermark of a double A, water, serene, upward arrows for flight
Coral Jet Symbol, tropical, coral reef, sea life, fish, swimming, motion
Coral Jet Symbol, tropical, coral, wave, water, beautiful
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Out of all the initial sketches, I decided to move forward with this symbol of an arrow and a palm tree leaf that is bending from the breeze. I also decided to use the name Tropik Air.
When I translated the sketch to illustrator, I changed several aspects of the rendering. For instance, I drew the arrow symbol with sharp corners to represent a paper airplane and rendered the palm leaf so that it looks like it is moving in the wind. I also added the airline name under to logo. Then I tried different orientations and alignment of the symbol to see which option works best in portraying a flying airplane. The diagonal orientation seemed more playful and expressive of motion compared to the straight vertical and horizontal one so I decided to move forward with this version. I also changed the airline name into a single word “tropikair” and used an italic font in the same typeface to express motion. However, the direction of the text and the symbol feels contradictory at this point.
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I decided to explore different color options before refining the mark. The first option is a three-color mark that uses bright tropical colors such as blue, pink and green. The combination of these colors received positive feedback as it reflects the airline destination well. However, there are too many colors in a single logo. Next, I tried a two-color version with just green and blue. I also separated the name; using green for “tropik” and blue for “air” because the two colors seem to associate well with their respective words. The second version received more positive feedback, but I ultimately decide to use a single color because it is less distracting, it communicates the destination well, and it leaves an opportunity to use pink and blue as secondary colors.
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After testing the color options, I went back to revising the symbol. I decided to redraw the palm leaf so that it has a more abstract and modern look. Hence, I deleted some of the details such as the stem and the wave in each leaflet. Instead, I portrayed the individual leaflets in more rounded and wide forms. This new rendering seem to scale better as well.
tropikair
I applied the revised symbol to the rest of the mark. Then I decided that the triangular positive shape around the leaf no longer matches the rendering of the leaf because of the sharp corners. After I tried other variations of the triangle, I decided to completely remove it and let the abstract leaf rendering be the positive space. The image on the left is the symbol that I refined and reoriented.
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tropikair Original Typeface
Edited Typeface
To match the leaf rendering, I also alternated some details in the letterforms of the logo: the end of the stems, terminals and crossbar were altered so they correspond to the leaflet ends; the notches between the bowl and stems are larger to improve legibility when scaled down; and the leading between each letters were increased.
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Black and White
Black
Reverse
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Color
Height: 1.2”
Height: 1”
Height: 0.75”
Height: 0.5”
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Slogan Slogan Iterations Fly into the tropics Fly like the breeze Fly to paradise Paradise awaits Journey to the tropics Breezing to the tropics Tropical wings Wings of Belitong Breezing to the Tropics Tropikair’s slogan implies a gentle and lighthearted identity that matches the mark rendering and the tropical destination of Bangka Belitung that is filled with relaxing and entertaining activities. Application for Slogan The slogan can be used with the entire mark, the logo, or on its own as seen below. It is rarely used with a stand-alone symbol. It is set in the same italic font as the logo with matching color.
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Typography Overpass Bold 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 0123456789!?#/&*., Overpass Bold Italic 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 0123456789!?#/&*., Overpass Regular 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 0123456789!?#/&*., Overpass Italic 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 0123456789!?#/&*., Overpass is the main typeface for Tropikair. Overpass Bold Italic is the font used for the logo. Overpass Bold is used for titles, headlines and highlights. Headlines may be set in normal caps or all lowercase. The body text are set in Overpass Regular and Overpass Italic can be used to emphasize certain elements.
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Primary Colors The primary colors are used in the logo and are the main colors used in the brand application.
Tropical Green HEX: #94c841 CMYK: 47, 0, 98, 0 RGB: 148, 200, 65 Pantone 368 C
Sea Blue HEX: #0fbbd4 CMYK: 70, 1, 16, 0 RGB: 15, 187, 212 Pantone 311 C
Coral Pink HEX: #f79d90 CMYK: 0, 47, 36, 0 RGB: 247, 157, 144 Pantone 1625 C
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Secondary Colors The secondary colors are used less frequently, mostly for details found in the patterns. This darker shade of green is used in conjuction with tropical green. HEX: #77a741 CMYK: 60, 15, 100, 1 RGB: 119, 167, 65 Pantone 7737 C
This darker shade of blue is used in conjuction with sea blue. HEX: #0a9db2 CMYK: 79, 20, 27, 0 RGB: 10, 157, 178 Pantone 7703 C
This darker shade of pink is used in conjuction with coral pink. HEX: #cc8278 CMYK: 18, 56, 48, 1 RGB: 204, 130, 120 Pantone 7606 C
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Proper Usage Symbol and Logo, Tropical Green The green version of the mark is the most frequently used. Symbol and Logo, Sea Blue The blue version of the mark can be used depending other graphic elements present. Symbol and Logo, Coral Pink The pink version of the mark can be used depending other graphic elements present. Symbol and Logo, Black The black version of the mark should only be used in documents that are set in grayscale or black and white. Symbol and Logo, White The all-white version should be used on darker backgrounds.
Logo Stand-alone logo is allowed in green, blue, pink, black and white. Symbol Stand-alone symbol is allowed in green, blue, pink, black and white.
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x
x
x x Clear Space To ensure legibility of the mark, always keep a minimum amount of clear space from any competing elements as marked above.
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x
X is the height of the logo including its acenders and descenders
Improper Usage There are a number of rules necessary to maintain legibility and integrity of the mark. Overall, the mark must no be compromised; it must not be distored, skewed, alternated or rotated. The clarity of the mark is also important, so be aware of other design elements surrounding the mark.
Do not use an outlined version of the mark.
Do not change the mark’s proportions or alignment.
Do not add gradient of any kind to the logo, including drop shadows.
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Do not change the color.
Do not tilt, distort or stretch the mark.
Do not place the mark on top of a busy background.
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Application
Letterhead 8.5”x11”
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Business Card 2” x 3.5”
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Business Envelope 4.25” x 9.25”
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Aircraft Livery
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Poster 18” x 24”
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Gate Signage 1920px x 1080px
Mobile Boarding Pass 2.5” x 5.5”
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Boarding Pass 7” x 3”
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Name Tag 2.25” x 3.5”
Luggage Tag 2.75” x 4.5”
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Paper Cup 8oz
Snack Bags 2.5” x 3.75”
Napkins (folded) 5” x 5”
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Pillow 12” x 9”
Uniform Tie 2.5” x 57”
Lapel Pin 0.75”
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Colophon This project was designed as part of a branding and identity course at University of Wisconsin–Madison. This course explored what branding is, how to develop a brand, how to apply the identity, and how to to create a brand style guide. Adobe Creative Cloud applications such as InDesign, Illustrator and Photoshop were used to complete the project. The design process involved researching, brainstorming, planning, creating, asking for feedback and continually revising.
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Kemuning A.16 Street Tanjung Pandan Bangka Belitung Indonesia +62 21 5431 8799 mailoa@tropikair.com 44
