Issuu on Google+

GRAPHIC STANDARDS GUIDE


VISUAL IDENTITY // GRAPHIC STANDARDS GUIDE

Table of Contents Letter from the CEO

7

Identity Overview

8

The Signature

9

The Mark

10

Logo and Nameplate

11

Color

12

Background

13

Incorrect Applications

14-15

Using Typography

16

Paper Rules

17

Business Suite

18-19

Web Interface

20-21

Luggage Tags

22

Editorial Design

23

Contact

24

5


VISUAL IDENTITY // GRAPHIC STANDARDS GUIDE

Letter from the CEO Percello Air is the leading company in sustainable airlines. In addition to providing an eco-friendly flight, we promise to give high quality service, and the flight of a lifetime. We are committed to corporate and personal excellence, and we strive to provide our customers with environmentally friendly flight options every single time they fly with us. Percello Air is the leader in environmentally friendly flying, and our priority is to reduce the effects of air pollution and toxins in the environment over the whole planet. Percello Air is the first catalyst between an international airline and an extreme desire and determination to conserve resources and preserving the planet. As a result of the sustainability of Percello Air, customers receive an exceptional flight, and exciting benefits. Tickets are cost-effective due to the restriction of carry-on bags only. The airplanes themselves are lighter, and conserve large quantities of fuel because of this. Patrons of Percello Air will receive a hassle-free flight that is simple and straightforward so that they can focus more on their amazing destination. That being said, it is with great pleasure that I present to you the new logo of Percello Air. We have established a strong, cohesive visual identity for Percello Air. In order to maintain this image and ensure the correct application of the Percello Air name, this graphic standards guide has been created for the benefit of current and future clients and consumers. By standardizing our fonts, styles and colors, we can strengthen the image of Percello Air. Your cooperation is greatly appreciated. I trust that you will find this guide helpful as you use the Percello Air logo now and in the future. Sincerely,

Jack Clearwater CEO, Percello Air

7


Identity Overview WHAT IS BRANDING? A “brand� is an intangible collection of perceptions that exist in the mind of the consumer. A brand is not a logo, a color scheme, or a mission statement. A brand is not a set of rules for advertising. A brand is every association and experience, active and intentional. It is how people feel and think about something. A brand is built not only through effective communications or appealing logos, it is built through the total experience that it offers. Our visual identity is simply a reflection of our brand.

WHAT ARE GRAPHIC STANDARDS? Consistency is key to every successful brand. A strong and consistent visual identity helps shape the way customers feel about any company. This guide will help Percello Air to avoid confusion in a crowded landscape by helping us to clearly define the airline and maintain the consistency necessary for effective communication to the public. The promise of sustainable flights, simple travel, and an adventure of a lifetime comes alive in a very real and meaningful way when customers see the Percello Air mark, logo, and colors.

WHO IS THIS GUIDE FOR? This guide has been developed for use by all business partners, collaborators, and administrative persons of Percello Air funded through or by the airline that are not legally autonomous. All such persons must adhere to the guidelines provided in this guide. Outside agencies or publishers that create print or electronic publications, or any other materials, for any Percello Air units are also required to abide by the guidelines. The guidelines are to be applied to all uses of the airline marks, whether for advertising, signage, stationery, uniforms, vehicles, web content or the countless other items that carry Percello Air brand to the world.

8


VISUAL IDENTITY // GRAPHIC STANDARDS GUIDE

The Signature The Percello Air Signature consists of the mark and logotype. They may be used separately in certain situations, but are most effective when they are used together. When together, the following configuration is the only acceptable way to display the company brand, in order to preserve the clarity of the brand and to present a reliable and consistent image to customers. The correct proportions must always be maintained, and the proper scaling rules listed below must be followed verbatim.

MARK (5h)

SIGNATURE (6h)

LOGOTYPE (1h) h= 1x Logotype

2-LINE VERTICAL (The only acceptable mark and logotype combination)

9


The Mark The mark is a powerful element of the signature, and the “PA” is able to stand on its own without the nameplate. However, the “A” must be in either the Percello Air approved red or teal colors. The mark is never to be altered, and the official custom files for it may be obtained from Percello Air through email correspondence. Additionally, the mark must have a “buffer” space around it to maintain legibility and visual impact. No other graphic elements, such as typography, images, or other distracting visual elements should go inside of the “buffer” space. The minimum free space needed to give the logo the correct amount of legibility is 0.5 inches around the bounding box of the mark and/or logotype (if alone or together).

Examples:

The Percello Air mark must be either the Percello Air red or teal.

If the logo is 1.0” high, the required buffer space is 0.25”. If the logo is 2.0” high, the required buffer space is 0.5”. 0.25”

0.25” Nothing can go behind the Percello Air mark/logotype within the dotted boundary.

10


VISUAL IDENTITY // GRAPHIC STANDARDS GUIDE

Logo and Nameplate The specific style for the letters “Percello Air” is referred to as a logo or nameplate. The nameplate is the core element in a company’s visual identity, and must abide by the rules to keep a consistent brand experience. The company nameplate and mark are the two most memorable factors, and must be treated as such. In this section of the graphic standards guide, you will find all of the rules on properly using the Percello Air nameplate.

The Percello Air nameplate may never be used on its own without the Percello Air mark. Together, the two create the Percello Air company brand.

The Percello Air logo must be tracked to -70 to provide proper space between characters.

The Percello Air nameplate must be in the Gotham Italic typeface. Additionally, it must always be in full caps.

11


Colors Percello Air has standards for reproducing colors so that the company brand experience will always be consistent, regardless of the situation it is being used for. These colors are equivalent to the PANTONE速 numbers listed below. For four-color process printing (or full-color printing), refer to the CMYK values shown in the table. For publishing on a desktop application such as Microsoft Word, Powerpoint, or Apple Pages, refer to the RGB values shown. For Web use, please refer to the LAB values on the table. Depending on the printer being used, the colors may be slightly different in each situation. Although these variations will occur, please try to match the colors as closely as possible to ensure a memorable brand experience.

PANTONE= 3395 U CMYK= 61 | 0 | 41 | 0 RGB= 94 | 194 | 165 LAB= 72 | -36 | 5

Changing the opacity of the colors is also acceptable. In these columns, colors are displayed at 100, 75, 50, and 25%.

PANTONE= 1795 U

PANTONE= 412 U

CMYK= 0 | 94 | 100 | 0

CMYK= 0 | 30 | 66 | 98

RGB= 238 | 53 | 36

RGB= 20 | 11 | 1

LAB= 54 | 68 | 55

LAB= 4 | 2 | 5

12

Percello Air official colors.


VISUAL IDENTITY // GRAPHIC STANDARDS GUIDE

Backgrounds On occasion, the Percello Air logo will need to be isolated with a solid color background panel. An example of a situation where this would be applicable is if the background of the page has a non-neutral color, a pattern, or a complex photograph. In any situation where a background is needed, there should be a high degree of contrast between the Percello Air logo and the background.

If the Percello Air logo needs to be displayed on a background, it must be a solid color. Black is preferable, and the logo and mark must be punched out in white.

If black is not an option, the Percello air logo may be presented on another solid color background. It is preferable if the color is one of the official Percello Air colors listed on the previous page.

13


Incorrect Application There are many ways in which the Percello Air logo may not be used. In these pages, some of these ways are outlined. However, if you are ever in doubt, refer to the sections of this guide on the mark and the logo for specific instructions. The examples below are samples, but not every possible variant.

The Percello Air logo should not be made into a pattern.

14

The Percello Air logo should not be put on an improper background.


VISUAL IDENTITY // GRAPHIC STANDARDS GUIDE

Incorrect Application

The Percello Air logo should not be rotated in any direction.

The Percello Air logo should not be stretched horizontally.

The Percello Air logo should not be stretched vertically.

The Percello Air logo should not use improper colors on the logo.

The Percello Air logo and mark should not be changed.

The Percello Air logo should not use any improper typefaces.

15


Using Typography Typography is a vital aspect of keeping a brand consistent. Therefore, Percello Air has picked three fonts that represent the mood and values of the company. These fonts are required, and if you do not own them, they must be purchased through an official font vendor. On some occasions, if there is a desperate need for them, they may be obtained through Percello Air directly.

ABCDEFGHIJKLMNOPQRSTU VWXYZ1234567890 ITC Legacy Sans

ABCDEFGHIJKLMNOPQRSTU VWXYZ1234567890 Gotham

ABCDEFGHIJKLMNOPQRSTU VWXYZ1234567890 Helvetica

16


VISUAL IDENTITY // GRAPHIC STANDARDS GUIDE

Paper Rules Percello Air is dedicated to being ecofriendly and sustainable. Therefore, at Percello Air, we avoid using paper as much as possible with our clients to cut down on the damage to the earth. On some occasions when we have no option but to use paper, such as with our Business Suite, we are environmentally conscious, and continue our dedication to sustainability. That being said, only two types of paper are used in our company, and they are eco-friendly and 100% recyclable.

Neenah Environment Paper Mesa White Color 12 M Weight (Standard) 28.76 M Weight (Cover) This paper is 100% environmentally friendly and recyclable.

Neenah Environment Paper Desert Storm Color 12 M Weight (Standard) This paper is 100% environmentally friendly and recyclable.

17


Business Suite The official Percello Air Stationery Package is available to order from Percello Air at 800.234.1834. Letterhead, business cards, and envelopes are available in the configuration shown below, personalized with your relevant information.

A 1/4� border is left around the sides of the letterhead.

It’s simple. Travel light.

1234 Great Flight St. Suite 1000 Washington, DC 20001 USA

T: 800.234.6777

E:

Fly@percello.com

The second page of the letterhead contains the Percello Air watermark.

18

W:

www.percello.com


VISUAL IDENTITY // GRAPHIC STANDARDS GUIDE

Business Suite

1234 Great Flight St. Suite 1000 Washington, DC 20001 USA

The Percello Air envelope displays the return address in the upper left hand corner with a 1/4” margin on each side.

It’s simple. Travel light.

The Percello Air business card is shaped like a luggage tag (not including the black outlines).

T: 800.234.6777

E: Fly@percello.com

NAME: Jack Clearwater

W: www.percello.com

Chief Executive Officer

ADDRESS:

1234 Great Flight St. Suite 1000 Washington, DC 20001 USA

19


Web Interface The Percello Air website demonstrates the qualities of the company; namely, simplicity and lightness. It is easy to navigate, and it is hassle-free. From the home page, it is simple to navigate to booking a flight, viewing the lottery program, reading about our services, or seeing the weekly specials. At Percello Air, simplicity flows to every element of the company’s branding.

Tagline: 25pt

Dimensions: 6”x1.5”

Navigation: 14pt

It’s Simple. Travel Light.

About

Services

Travel Guide

Specials

Lottery

Search:

About Us We are Percello Air. We make flying fun and affordable. We have extremely competitive prices because we don’t do checked bags. That’s right. No. Checked. Bags. We save space, fuel, the planet, and, most importantly, your money. More

Flight 1182: On Time | Flight 1438: On Time | Flight 1335: Late | Flight 1938: On Time

Book A Flight!

Social Network Links

Keep in touch!

Let us make your dream vacation a reality.

Unknown destinations? The choice is yours.

Contact Us

T: 800.234.6777 E: Fly@percello.com W: www.percello.com

Site Map | Careers | Terms and Conditions | Privacy Policy | © Percello Air, Inc.

20

Vote Now!


VISUAL IDENTITY // GRAPHIC STANDARDS GUIDE

Web Interface

Venice About

Services

Travel Guide

Specials

Lottery

Search:

Vote location page displays images and a brief summary of the location. It also shows where to cast your vote for the lottery.

Venice. From the beautiful town built upon water to the breathtaking artwork and architecture, you will always have something to see. Peruse little shops, enjoy a gondola ride, admire ancient artwork, and observe Carnivale. Venice is full of rich culture and fantastic scenery. Vote now. Your adventure awaits.

YES! Vote Venice!

A street performer poses during the Carnivale festival in the streets of Venice.

Site Map | Careers | Terms and Conditions | Privacy Policy | Š Percello Air, Inc.

Dimensions: 1024x768 All website typography is Helvetica.

Vote Now About

At Percello Air, we make flying simple and painless. With our lottery program, taking a vacation has never been easier. You simply buy a ticket for a low price, and then vote on one of the six locations that you would like to go to. The location with the most votes is the winner, and your adventure begins.

Leaderboards showcase the top choice for the lottery vacation.

Services

Travel Guide

Specials

Lottery

Search:

Venice

Paris

Tokyo

Moscow

Dublin

Barcelona

Leaderboards

1st Venice 2 3

nd

rd

Tokyo Paris

Percello Air makes flying exciting and simple. I will certainly fly with them again in the future. -Veronica Smith Traveled to Tokyo

Site Map | Careers | Terms and Conditions | Privacy Policy | Š Percello Air, Inc.

21


Luggage Tags Percello Air is all about simplicity and lightness. We carry this theme into every aspect of the company, including our luggage tags. There are two versions, each with inverse color sets. These bag tags are available for any luggage our patrons bring aboard the airplane. It provides security in case of any personal property misplacement.

Dimensions: 5.75�x2�

Helvetica Bold Oblique

The Percello Air mark and logo are included on every luggage tag.

Name: Address: Phone:

Name: Address: Phone:

22


VISUAL IDENTITY // GRAPHIC STANDARDS GUIDE

Editorial Design

It’s Simple. Travel Light.

Percello Air publishes its own in flight magazine. It contains information about the aircraft and the company, and it includes products from other business for sale. The Percello Air magazine also showcases the food available for purchase on flight, as well as radio and television broadcasts offered on the flight.

Find out more at percello.com

The magazine utilizes Percello Air’s tagline, and always shows it proudly at the top.

It’s Simple. Travel Light.

The photography for the front cover of the magazine must show men and women who are happy. They also must personify Percello Air’s ideals of simpleness and lightness. Find out more at percello.com

The Percello Air logo must always be somewhere on the page, preferably in the lower left corner. 23


Contact We hope that you have found this guide to our graphic standards and establishing a consistent visual identity to be helpful and informative. If you have any questions, concerns, or comments, please feel free to visit us during our normal business hours. We are open Monday through Friday from 8:00am to 6:00pm.

T: 800.234.6777 E: Fly@percello.com W: www.percello.com Percello Air 1234 Great Flight Street Suite 1000 Washington, DC 20001 USA

24



Percello Air