AMERICAN AIRLINES Project Book 2013 “Stay Connected in the Air”
TABLE OF CONTENT
1.0 RESEARCH 1.1 Summary P. 6 1.2 SWOT P. 7
1.3 Creative Brief P. 8 1.4 Demographics P. 9
2.0 CREATIVE DEVELOPMENT 2.1 Competitive Survey P. 12
2.3 Logo Development P. 14-15
2.2 Moodboard P. 13
2.4 Web & Mobile Media P. 16-17
3.0 STYLE GUIDE 3.1 Logo Usage
3.2 Color Palette P. 22
3.3 Typography P. 23 3.4 Visual Elements P. 24-25
4.0 Solutions 4.1 Deliverables
1.2 SWOT 1.3 Creative Brief
1.4 Demographics 4
1.1 Summary The American Airlines brand shifted from being one of the most recognized in the world to being in one to most troubled airlines in the industry right now. There has been a decline in customer satisfaction American Airlines is one of the biggest airlines in the air travel industry. The airline serves more than 900 destinations around the world with more than 10,000 daily flights (American, 2011).
and recent struggles with declining sales. With the advancement of new technological uses within flights, and the need to keep up with the competition and gain customer satisfaction, American Airlines would benefit form implementing the use of the mobile and Internet accessibility within flights.
1.2 SWOT To evaluate the opportunity to introduce the service of mobile and internet accessibility within flights by relating to customer demand, and with the intention of gaining customer recognition, increase sales and improve travel experience.
1.3 CREATIVE BRIEF
The project would evaluate the opportunity to introduce the service of mobile and Internet accessibility within flights by relating to customer demand, and with the intention of gaining customer recognition, increase sales and improve the travel experience with one of the best airlines in the world. The marketing medias would allow the promotion of the new service to include social media advantages.
A unique mobile app and website would be required to further promote the service and reach a wider audience worldwide. The company needs a key service that set them aside from the competition, a complete re-designed strategy to atract more travelers, and make the airline the desired flight of choice.
Name: Brian Cooper
Income: $ 79, 999
Profession: Business Analyst
Bryan Cooper is a 39 years old male, and a business analyst graduated with a Masterâ€™s degree form York University. He currently resides in Boston, MA but spends most of the time traveling for business to several other states. He does not like Facebook but sees a great value in LinkedIn, which allows him to stay connected with the business network. Bryan is always trying to gain more knowledge trough readings, specially the Fortune magazine that he downloads directly on his iPad.
and female professionals within the ages of 25 to 54. Individuals of a median income of approximate $ 29,999 to $ 79, 999. Frequent business travelers that use the airline to travel for pleasure
Name: Cindy Morales Age: 26
and business. Tech-savvy travelers that
Income: $ 29, 999
enjoy the technological options and
Profession: Business Owner
the idea of remaining connected while Cindy Morales is a young mother of 26 years of age of Hispanic origin. Cindy is a very happy person that loves to spend time with her family, go out to the movies, travel, and once on a while go dancing as well. She is connected with her friends and other family members through Facebook, and enjoys following celebrities on Twitter. She works for her own company doing custom wedding invitations, which allows her to spend more time with her family and even though she resides in Los Angeles, CA, her work allows her to be mobile at all times. Thanks to her android phone she stays connected with the client base, even when traveling abroad.
in-flight. Single and married individuals that enjoy taking vacation trips.
2.1 Competitive Survey 2.2 Moodboard 2.3 Logo Development
2.4 Web & Mobile Media
2.0 creative development
The biggest competition for American Airlines are Delta Airlines, United Airlines & Southwest Airlines. They all provide flights to multiple destinations, In-Flight connectivity, good seat capabilities, and easy check-in. American Airlines will diferenciate from its competitors by providing more daily flights and more destinations, taking technology and innovation to a higher level, and achieving the best on-time arrival performance.
2.2 Moodboard The directions for each mood board were chosen after researching the brand and putting together a selection of ideas and words related to the company and its services. Each directive has a distinctive design to serve as a source of inspiration and planning for the project.
3.1 Logo Usage
3.2 Color Palette 3.3 Typography 3.4 Visual Elements 18
3.0 STYLE GUIDE
The Logo represent the brand in modern and
innovative form of plane connecting with the
cloud, which represents the idea of conncting modern technology while in flight and promote the Pad rental feature. The cloud is the representation of the air and also modern internet connection, while the place features the airline busness in general. The idea was to keep the logo simple and to maintain the the same colors red, blue and white that represent the american flag.
Minimum Clear Space
The black version is to be used where color is not available.
AMERICAN AIRLINES Never change the layout of the logo to make it more horizontal. Do not use the logo on a busy pattern or background that impairs its legibility. Do not stretch any part of the logo at any time. The format cannot be compromised: do not slant or rotate the logo in any way.
The paltette is separated into the main brand
RGB 38 34 96
CMYK 100 100 25 25
RGB 220 32 43 CMYK 7 99 95 1
RGB 0 144 191 CMYK 88 27 12 0
colors representing the american flag, and a combination of other colors to represents excitement, adventure and innovation. The hues in this combination are representing the
RGB 249 250 236 CMYK 2 0 8 0
RGB 163 220 232 CMYK 34 0 8 0
RGB 240 233 47 CMYK 9 0 92 0
RGB 0 0 0
RGB 199 217 226
RGB 255 255 255
tone of the brand, creating a unique direction. The colors will interact with softer and natural tones as well. The bright colors represent the need for adventure, energy, and colorful sights. At the same time are connected with innovation, digital life, and bright ideas.
CMYK 0 0 0 100
CMYK 21 7 7 0
CMYK 0 0 0 0
Bebas Neue ABCDEFGHIJKLMNOPQRSTUVWX 123456789 HEADLINE: AMERICAN AIRLINES Arsenal ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 123456789 Tagline & Body Copy: Stay Connected in the Air
3.3 TYPOGRAPHY The objective was to use fonts that were modern and professional. The fonts I chose are Bebas Neue and Arsenal. The idea behind Bebas Neue was to represent trust and professionalism. The bold and straight-line aspects reflect confidence and honesty, while still keeping a modern and fresh look. The Arsenal font is light and elegant giving the impression of modernism.
The images chosen reflect the idea of adventure, travel and innovations, while relating to the customerâ€™s demand, and promoting the benefits of flying with American Airlines directly from a consumer point of view.
The textures show a modern style, connected with digital technology, and at the same time showing the concept of trust and safety. The jeans fabric is an example of durability, and trust as well, while the sand shows the need to connect and travel.