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BRAND GUIDELINES


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Welcome to the new Alaska Airlines brand guidelines. This is a style guide to the basic elements that make up the Alaska Airlines systems brand. These guidelines exist to make us look consistently excellent. Follow these guidelines as you create marketing materials, internal and external communications. Have a read, it will help you get to know us a little better. If you have any questions regarding the correct usage of the Alaska Airlines brand or if you would like to request artwork files, please contact: Alaska Airlines Creative Services 19530 International Blvd. SeaTac, WA 98188 phone: 206-890-4521 e-mail: creative@alaskaairlines.com copyright Š 2013 by Alaska Airlines


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0.0 TABLE OF CONTENTS

SECTION 1.0:

1.1 A Letter from The Chairman and President | P.06

INTRODUCTION

1.2 Company History | P.08 1.3 Mission statement | P.12

SECTION 2.0:

2.1 The New Logo | P.16

IDENTIFIER

2.2 Signatures | P.18 2.3 Architecture | P.22 2.4 Clear Space | P.24 2.5 Sizes | P.26 2.6 Misuses | P.28

SECTION 3.0:

4.1 Color Palette | P.32

COLOR &

4.1 Primary Typeface | P.34

TYPOGRAPHY

4.2 Secondary Typeface | P.36


SECTION 4.0:

4.1 Letterhead | P.40

APPLICATIONS

4.2 Business Card | P.41 4.3 Envelope | P.42 4.4 Mailing Label | P.43 4.5 Aircraft | p.44 4.6 Shuttle Bus | p.46 4.7 Check-In Kiosk | p.48 4.8 Boarding Pass | p.49 4.9Luggage Tag | p.50 4.10 Website | p.51 4.11 Coffee Cup | p.52 4.12 Coffee Mug | p.53 4.13 Pen & USB | p.54 4.14 Key Chain| p.55 4.15 Water Bottle | p.56 4.16 I.D. Badges | p.57


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1.0

INTRODUCTION

1.0 INTRODUCTION


COMING TOGETHER IS A BEGINNING; KEEPING TOGETHER IS PROGRESS; WORKING TOGETHER IS SUCCESS. HENRY FORD


06/07

1.1 A LETTER FROM THE CHAIRMAN AND PRESIDENT

As one of the most trusted airlines in the United States, we are growing at a tremendous rate and have now come to a point to make some exciting announcements. We have decided to re-brand our entire airlines network. We are thrilled to reveal our new identity and we are confident that it will be a huge success. In order to make this happen, our new brand must remain intact and portray the exact image our designers have carefully crafted and designed. Our intention to make Alaska Airlines an iconic symbol of Alaska with a more intuitive and reliable access to get to Alaska. We have no doubt that this can be accomplished and we are counting on your contribution to help keep our brand consistent in reproduction through this guide. This guide is designed to serve as a resource for understanding the overall Alaska Airlines identity system. By using the guide as a tool, you will be able to plan and design consistently for any of out Alaska Airlines system branding needs. We hope you find it useful and informative. All of our efforts serve to support one goal – to provide the type of service where people want to fly with us and have the best flying experience because of our excellent service. Sincerely,

William S. Ayer

Bradley D. Tilden

Chairman

President and CEO

Alaska Air Group

Alaska Airlines and Alaska Air Group


08/09

1.2 COMPANY HISTORY

THE ALASKA SPIRIT IS BORN For more than 75 years, Alaska Airlines and its people have been guided through thick and thin by a shared commitment to integrity, caring, resourcefulness, professionalism and spirit. Especially spirit - an Alaskan spirit, born in the land the airline is named after - a place where “can-do” and “neighbor-helping-neighbor” are facts of life. The result? A long list of aviation milestones, as well as countless stories of people going out of their way to help others - both in the course of business and in support of organizations that makes our communities better places to live. In the process, Alaska has grown from a small regional airline to one of the most respected in the nation. Carrying more than 17 million customers a year, Alaska’s route system spans more than 60 cities and three countries. The Alaska Airlines fleet of Boeing jets is one of the youngest among all major airlines. And its reputation for outstanding service consistently earns best U.S. airline recognition from the likes of Travel + Leisure and Condé Nast Traveler magazines.


STORIED BOOTS The foundation of this success was laid in 1932, when Mac McGee started flying his threeseat Stinson between Anchorage and Bristol Bay, Alaska. Finances were tight, but perseverance ruled the day—Mac and his team often worked round-the-clock, even though the next paycheck might be weeks away. A merger with Star Air Service in 1934 created the largest airline in Alaska. After several more mergers, the name was changed a couple of times—until they found one that stuck: Alaska Airlines. By the late 1940s, using surplus military aircraft, Alaska had branched into worldwide charter work, including the Berlin Airlift in 1948 and Operation Magic Carpet, the airlift of thousands of Yemenite Jews, to Israel in 1949. In the late 1960s, Alaska strengthened its operating base by merging with Alaska Coastal-Ellis and Cordova airlines, legendary Southeast Alaska carriers owned by aviation pioneers Shell Simmons, Bob Ellis and Mudhole Smith. Alaska’s world now stretched from Fairbanks south to Ketchikan and down to Seattle. And in some of the coldest days of the Cold War, Alaska made headlines with regular charters to the Soviet Union.


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1.2 COMPANY HISTORY (CONTINUED)

A NEW ERA When Fairbanks businessmen Ron Cosgrave and Bruce Kennedy came on board in 1972, the airline was in a financial fight for its life. They went to work setting goals and bringing people together. They won back the trust of creditors and improved on-time performance. One break that went their way was the construction of the trans-Alaska Pipeline; carrying supplies, equipment and workers gave Alaska a shot in the arm. Bottom line, customer service became key in this new era. And it put the airline on course for what would be a nearly unprecedented record in the industry: 19 straight years of profitability. In 1979, the airline industry was deregulated. For many carriers, this was the end of the road. For Alaska, it was a new beginning. The airline expanded methodically throughout the West Coast and in 1987 joined forces with two carriers similarly committed to outstanding customer service - Horizon Air and Jet America. By the end of the 80s, Alaska had tripled in size. Its fleet had increased five-fold. And the route map included scheduled service to Mexico and Russia.


CONTINUING THE LEGACY Some things never change. Alaska is still differentiating itself by providing a superior level of customer service. At the same time, the airline has grown by leaps and bounds. In 2001, it set its sights eastward with new service to Washington, D.C., and hasn’t looked back since, establishing footholds in other major East Coast and Midwestern cities. More recently, we headed west across the Pacific Ocean with new service to Hawaii. Alaska has also pioneered technologies and customer innovations that make the travel experience easier. Alaska was the first airline in North America to sell tickets online and first in the world to allow customers to check in and print boarding passes via the Internet. The airline has blazed trails in navigation technology too, which allows it to fly into fogshrouded Juneau, Alaska, and airspace-restricted Washington, D.C., with equal precision. And Alaska’s new Airport of the Future design is allowing customers to get from curb side to plane side in record time. Whenever the history of commercial aviation is written, people ask how an obscure little airline in America’s hinterland has continued to survive and thrive while once-proud giants disappeared. Grit and determination will be part of the answer. But more than that, it’s the people. Their caring. Their resourcefulness. Their integrity. Their professionalism. And their spirit - the unique spirit of The Great Land where the airline was born.


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1.3 MISSION STATEMENT

OUR MISSION At Alaska Airlines, our employees share an uncommon blend of integrity, professionalism, caring, resourcefulness, and spirit. Every day we strive to bring these values to life through behaviors and deeds that go above and beyond the ordinary - what we call “North of Expected” and Alaska spirit in action. To the people of Horizon Air, the Pacific Northwest is more than a place to do business– it’s our home. Because of this, we have an innate interest in the welfare of the region and its people, and in doing all we can to make it an even better place.


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2.0 IDENTIFIER


NEVER FORGET YOUR PAST, IT’S THE FOUNDATION THAT BUILT YOUR EXISTENCE AND THE SECRET TO YOUR FUTURE. JASMINA SIDEROVSKI


16/17

OLD LOGO

2.1 THE NEW LOGO


Our new brand identity is all about demonstrating how

We’ve always respect our home base state Alaska and its

Alaska Airlines always provide safe and reliable trasporta-

natives. That is why in the new Alaska Airlines identity, na-

tion along with the caring, friendly and professional ser-

tive Alaskan art is incorporated in the symbol–as our hom-

vice that we’re known for.

age to our roots.

NEW LOGO


2.2 SIGNATURES

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HORIZONTAL SIGNATURE

SYMBOL

LOGOTYPE

SIGNATURE


The Alaska Airlines signature is a graphic representation

symbol. The diagram on this page illustrates the graphic

of our company and the values for which it stands. It iden-

features that make the signature unique.

tifies us by displaying an image that is strong and credible.

Position, size and color, as well as the spacial and propor-

The signature combines two of the most important visual

tional relationships of the signature elements, are prede-

elements of our brand–the Alaska Airlines wordmark and

termined and should not be altered.

VERTICAL SIGNATURE

SYMBOL SIGNATURE

LOGOTYPE


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2.2 SIGNATURES (CONTINUED)

ONE-COLOR LOGO

ONE-COLOR LOGO REVERSE

FULL-COLOR LOGO

FULL-COLOR LOGO REVERSE


Consistent adherence to the color guidelines will help

that background color or imagery cannot appear through

build visibility and recognition of your association with the

the Alaska AIrlines logo nor can the logo be altered in any

new Alaska Airlines brand. The preferred use of the prima-

way including, without limitation, to make it fit any theme,

ry Alaska AIrlines logo, is the logo is Alaska Blue and white

ambiance or external environment. The Alaska AIrlines

and is placed on a white/light-color background.

logo can only be used as shown here.

Use full color reverse logo when background color or im-

Use one color logo when is limited to one-color or two-

agery adversely affects the legibility of the wording. Note

color printing where Alaska Blue is not available.

VERTICAL SIGNATURE

ONE-COLOR LOGO

ONE-COLOR LOGO REVERSE

FULL-COLOR LOGO

FULL-COLOR LOGO REVERSE


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2.3 ARCHITECTURE

HORIZONTAL SIGNATURE

X

3X

1/2 X


The Alaska Airlines signature is the product of proportional

Always use the approved signature artwork provided by

and specially drawn elements. The size and position of

Alaska Airlines. Do not recreate or alter any of the elements

each element is determined by “x,” which is defined by the

in the signature artwork in any way.

height of the capital letter “A” in Alaska Airlines wordmark.

VERTICAL SIGNATURE

6X

2/3X X


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2.4 CLEAR SPACE

HORIZONTAL SIGNATURE

X

X

X


To ensure that our signature versions are clearly visible

The distance of “X,” equals the height of the capital letter

in all applications, surround them with sufficient clear

“A” from the Alaska Airlines wordmark. A minimum clear

space—free of type, graphics, and other elements that

space requirement has been established to ensure the

might cause visual clutter—to maximize the recognition

prominence and clarity of the Home Depot signature. It

and impact of our identity.

is essential that the signature clear space remain free of

Clear space is defined by the distance of “X,” as a unit of measurement surrounding each side of the signature.

all graphics, identities, photography and typography for maximum brand recognition.

VERTICAL SIGNATURE

X

X

X


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2.5 SIZES

SIGNATURE MINIMUM SIZE

1”

1.277”


Minimum size refers to the smallest size at which the

enlarged, the wordmark must always scale proportionally

Alaska Airlines logo may be reproduced and still maintain

with the symbol.

legibility.

In special occasion where available space is less than 1”,

To ensure its legibility, the minimum reproduction size of

you can use just the Alaska Airlines logotype and it could

the Alaska Airlines is 1” in height for print and 72 pixels

go to minimum size of 1” in width for print or 72 pixels for

in height for web and electronic media. When reduced or

web use.

SYMBOL MINIMUM SIZE

LOGOTYPE MINIMUM SIZE

1” FOR PRINT 72PX FOR WEB 1” FOR PRINT 72PX FOR WEB


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2.6 MISUSES

DON’T USE ANOTHER TYPEFACE TO RECREATE

DON’T CHANGE THE PROPORTION BETWEEN

SIGNATURE LOGOTYPE!

SYMBOL AND LOGOTYPE!

Alaska Airlines

DON’T STRETCH THE LOGO!

DON’T USE COLOR THAT IS NOT IN THE COLOR PALETTE!


To maintain the equity and value of our brand, the Alaska

The examples shown here illustrate possible misuses of

Airlines signature must never be altered or redrawn. It is

the Alaska Airlines logo that should be avoided. Some, but

important to use the logo as described in these guidelines.

not all, common misuses are shown on this page.

DON’T PUT DROP SHADOW ON OUR LOGO OR

DO NOT PUT THE LOGO ON AN ANGLE!

OTHER GRAPHIC EFFECTS!

DO NOT REARRANGE THE WORDMARK

DO NOT REVERSE THE LOGO

AND THE SYMBOL!

OUT OF A COLOR!


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3.0 COLOR & TYPOGRAPHY


TYPOGRAPHY HAS ONE PLAIN DUTY BEFOR IT AND THAT IS TO CONVEY INFORMATION IN WRITING. EMIL RUDER


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3.1 COLOR PALETTE

MAIN COLOR

ALASKA BLUE

ALASKA BLACK

PANTONE 3115 WC

90% BLACK

C: 60 M: 0 Y: 14 K: 0

C: 0 M: 0 Y: 0 K: 90


Color provides a strong visual link to our brand across a

To achieve the greatest impact, you should always use the

wide range of applications.Alaska Blue serves as our cor-

exact pantone color and the CMYK conversions.

porate color for all brand communications. A secondary color palette has been created for use in presentations and other corporate materials where additional color is necessary to differentiate levels of information.

SECONDARY COLOR

PANTONE 3115 EC

70% BLACK

PANTONE 3115 EC

30% BLACK

C: 60 M: 0 Y: 14 K: 0

C: 0 M: 0 Y: 0 K: 70

C: 60 M: 0 Y: 14 K: 0

C: 0 M: 0 Y: 0 K: 30

75% TINT

25% TINT


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PRIMARY TYPEFACE

AVENIR LT STD 85 HEAVY USE FOR HEADLINES AND TITLES

A B C D E F G H I J K L M N O P Q R S T U V W X Y Z a b c d e f g h i j k k m n o p q r s t u v w x y z 1 2 3 4 5 6 7 8 9 0 ? ! @ $ & .

, “


Alaska Airlines has chosen the Avenir font family as the primary typeface for all our brand communications. This typeface are for print use only.

AVENIR LT STD 55 ROMAN USE FOR BODY COPY

A B C D E F G H I J K L M N O P Q R S T U V W X Y Z a b c d e f g h i j k k m n o p q r s t u v w x y z 1 2 3 4 5 6 7 8 9 0 ? ! @ $ & .

, “


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SECONDARY TYPEFACE

VERDANA BOLD USE FOR HEADLINES AND TITLES

A B C D E F G H I J K L M N O P Q R S T U VWX Y Z a b c d e f g h i j k k m n o p q r s t u v w x y z 1 2 3 4 5 6 7 8 9 0 ? ! @ $ & . , “


We use Verdana as scondary typeface and to be used only when Avenir is not available. Verdana is a web safe fonts.

VERDANA REGULAR USE FOR BODY COPY

A B C D E F G H I J K L M N O P Q R S T U V W X Y Z a b c d e f g h i j k k m n o p q r s t u v w x y z 1 2 3 4 5 6 7 8 9 0 ? ! @ $ & . , “


APPLICATIONS


LONG-TERM BRAND EQUITY AND GROWTH DEPENDS ON OUR ABILITY TO SUCCESSFULLY INTEGRATE AND IMPLEMENT ALL ELEMENTS OF A COMPREHENSIVE MARKETING PROGRAM. TIMM F. CRULL


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STATIONERY

LETTERHEAD

19530 International Blvd SeaTac, WA 98188 (206) 824-9800 www.alaskaair.com

May 10, 2013 Mr. Robert Thompson 83 McAllister St. #212 San Francisco, CA 94102 Dear Mr. Thompson: Thank you for choosing Alaska Airlines. We value your trust in our company, and we will do our best to meet your service expectations. As our appreciation, enjoy complementary inflight wi-fi on your trip from San Francisco International Airport (SFO) to Ted Stevens Anchorage International Airport (ANC). Just redeem this code: X089DRF6 when logging in. We also proudly provide Starbucks to be enjoyed during your trip, along with snacks and other drinks. Thanks again, for your order. If you have any questions, please don't hesitate to call me our 24/7 customer service at 1-800-654-5669. Have a pleasant trip!

Sincerely,

Alicia Smith Customer Service Coordinator


BUSINESS CARD

ALICIA SMITH Customer Service Coordinator

19530 International Blvd SeaTac, WA 98188 (206) 824-9800 asmith@alaskaair.com www.alaskaair.com


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STATIONERY (CONTINUED)

ENVELOPE

19530 International Blvd SeaTac, WA 98188

To: Mr. Jake Thompson 83 McAllister Street #212 San Francisco, CA 94102


MAILING LABEL

19530 International Blvd SeaTac, WA 98188

Ship to: Mr. Jake Thompson 83 McAllister Street #212 San Francisco, CA 94102


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AIRCRAFT

APPLICATIONS (CONTINUED)


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SHUTTLE BUS

APPLICATIONS (CONTINUED)


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CHECK-IN KIOSK

APPLICATIONS (CONTINUED)


BOARDING PASS

BOARDING PASS PASSENGE R NAME

Emily Jones DATE

PASSENGE R NAME

DATE

CLASS

Emily Jone s

05/19/2013

coach

FLIGHT N O.

GATE

FROM

AL107

8B

SFO JFK

BOARD TIME

SEAT

ZONE

07:45

28F

03

TIME

05/19/13 07:45 TO

FLIGHT

GATE

AL107

8B

SEAT

ZONE

28F

03


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APPLICATIONS (CONTINUED)

LUGGAGE TAG

PASSENGE R NAME

Emily Jone s FLIGHT NO.

AL107 DATE

05/19/2013


WEBSITE


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COFFEE CUP

APPLICATIONS (CONTINUED)


COFFEE MUG


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PEN & USB

STATIONERY


KEY CHAIN


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WATER BOTTLE

APPLICATIONS (CONTINUED)


I.D. BADGE

ALICIA SMITH Customer Service Coordinator


19530 INTERNATIONAL BLVD SEATAC, WA 98188 (206) 824-9800 WWW.ALASKAAIR.COM

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