AIR NAVA BRAND GUIDELINES DECEMBER 2014
PURPOSE FOR IDENTITY STANDARDS
TABLE OF CONTENTS
Air Nava’s brand, logo and identity are crucial to the success of Air Nava Airlines. Employees, vendors and the media should ensure proper use and integrity of the AirNava brand by following the logo and identity standards outlined in this guide.
1 Brand Strategy ...............................03
The Air Nava signature is a registered trademark through the Indian Official Patent and Trademark Office. It must never be altered or redrawn in any way. This includes changes in typestyle, proportions, letter spacing or placement of the individual elements other than acceptable treatments outlined in this guide.
2 Our Personality ...............................05 3 The New Indian ...............................06 5 Photography Style .........................06 6 Brand Colours ...............................07 7 Logo and it’s Usage .......................08 7a Systemization 7b Logo Grid 7c Minimum Reproduction 7d Logo Variants 7e Area of Non-Interference 7f Usage Guidelines 7g Unacceptable Uses
8 Typography ...................................20 9 Advertising Guidelines ....................00
BRAND STRATEGY
Our Vision
Our Values
Our Positioning
Our vision is to be an airline service constantly evolving to deliver dynamic experiences.
Our Core values strongly influence our image and services. The family at Air Nava consistently believes in these Core Values below:
Keeping the familiar fresh for the mobile you.
Some of Our Goals include: - Determined Quick yet Safe travel. - Catering to the needs of Mobile You - Dynamic Flying Experiences - Simplified well-guided procdures - Creating a sense of independence in the traveller
-Progressive Company Culture -Customer-centric Services -Seamless Use Of Time -Crafting A Co-creative Ecosystem -Keeping The Familiar Fresh
We cater to the needs of the Mobile Individual by serving our customers fresh experiences and memories.
04
BRAND STRATEGY
The 9 D’s of Air Nava DIALOGUE - co-creative company culture DYNAMIC - constantly evolve and adapt products and services DETAIL - attention to details and ironing out the customer journey DETERMINED - to deliver customer - centric services, quick travel DESIGN - designing well guided procedures, strong visual language and brand identity DIGITAL - adapting to new technologies DELIGHTFUL - fresh, spontaneous DRIVEN - to enhance customer experience, create memorable experiences DIRECT - direct flights with no stopovers, direct and open communication with all stakeholders
OUR PERSONALITY What we are
What we are not
Honest, Approachable, Dynamic, Energetic, Fresh,
Stereotypical, Boring, Elite, Conservative, Cold,
Progressive, Calm, In-control, Constrantly Evolving.
Uptight, Stiff, Stagnant.
06
PHOTOGRAPHY STYLE While creating Images for Air Nava there are a few things to consider while keeping in mind the values. - Uplifting, fresh, energized and optimistic mood – Natural light for a clean and modern appearance – A short depth of field, but the suggestion of background activity – Modern Indian stylish wardrobing and propping EMBRACE
AVOID
NATURAL LIGHTING
CALM EXPRESSION
TOO BUSY
IMBALANCED COMPOSITION
VIBRANT & FRESH
A SENSE OF DYNAMISM
MONOCHROMATIC & DULL
STAGED & ARTIFICIAL
INDEPENDENT INDIAN
TOO ELITE & SUPREME
THE NEW INDIAN
We aim to cater to and delight the New Indian state of mind. A true indian, rooted to his country and adapting to new ideas and technology.
08
BRAND COLOURS PRIMARY COLOURS F4AB6E
CMYK: 0, 30, 55, 4
EF454D
9B1B3E
CMYK 0, 88, 68, 0
26, 100, 68, 20
SECONDARY COLOURS FFFCE0
F37A62
5BC2AD
32162D
CMYK: 0, 2, 14, 0
CMYK 0, 50, 60, 5
CMYK 0, 62, 40, 0
CMYK 0, 56, 10, 80
TERTIARY COLOURS
LOGO SYMBOL AND TYPE SYSTEMIZATION The Air Nava logo proportions are essential for consistency and simplicity.
STACKED VERSION [preferred]
HORIZONTAL VERSION
3.3
4.7
AIR NAVA
0.6
1.7
2.8 4.4
2
6.2
AIR NAVA 1
6.8 3.3
2.8
1
10
LOGO SYMBOL AND TYPE SYSTEMIZATION The Air Nava logo proportions are essential for consistency and simplicity.
STACKED VERSION [preferred]
HORIZONTAL VERSION
3.3
4.7
AIR NAVA
0.6
1.7
2.8 4.4
2
6.2
AIR NAVA
6.8 3.3
1 2.8
1
LOGO GRID HORIZONTAL AND VERTICAL
12
LOGO GRID DIAGONAL
LOGO VARIANTS For the various combination plans offered by Air Nava, the logos could change dynamically as shown below in a few select collaterals, retaining the main identity.
EDUCATION
HOLIDAY
AIR NAVA
AIR NAVA
BUSINESS
AIR NAVA
14
MINIMUM REPRODUCTION The Air Nava logo proportions are essential for consistency and simplicity.
STACKED VERSION [preferred]
HORIZONTAL VERSION
AIR NAVA AIR NAVA
30 mm
30 mm
AREA OF NON-INTERFERENCE For maximum visual effect, the logo should have sufficient white space on all sides, and it must remain separate from all other graphic elements. Allow a minimum of the height of the uppercase “O� as clear space around all four sides of the Air Nava logo. No type, bars, patterns or other competing elements should appear in this area. This area, referred to as the area of non-interference, will preserve the visual impact and legibility of the Air Nava logo.
1 1
AIR NAVA
1
1
2
AIR NAVA
16
LOGO USAGE GUIDELINES The logo shown below is the Air Nava masterbrand symbol locked up with it’s logotype. The tagline “Keeping it Fresh” should be used as shown below. This logo should only be used as guided. COLOUR
AIR NAVA COLOUR REVERSED
AIR NAVA
LOGO USAGE GUIDELINES
GRAYSCALE
AIR NAVA GRAYSCALE REVERSED
AIR NAVA
18
LOGO USAGE GUIDELINES ON PHOTOGRAPHS - DARK TONES
AIR NAVA Minimum Clearance : 13 mm
32%
14%
LOGO USAGE GUIDELINES ON PHOTOGRAPHS - LIGHT TONES
AIR NAVA Minimum Clearance : 13 mm
20
LOGO USAGE GUIDELINES ON FABRIC
LOGO USAGE GUIDELINES ACCEPTABLE & UNACCEPTABLE USES
AIR NAVA AIR NAVA
AIR NAVA AIR NAVA
AIR NAVA
AIR NAVA
AIR NAVA
AIR NAVA
22
LOGO USAGE GUIDELINES ACCEPTABLE & UNACCEPTABLE USES
AIR NAVA
AIR NAVA AIR NAVA
AIR NAVA
AIR NAVA
AIR NAVA
TYPOGRAPHY PRIMARY FONT
Brandon Grotesque
AA BB CC DD EE FF GG HH II JJ KK LL MM NN OO PP
NOTE: This typeface can only be used in uppercase, in varying weights.
QQ RR SS TT UU VV WW XX YY ZZ SECONDARY FONT
DIN Light Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq
SECONDARY FONT
DIN Alternate Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr
TERTIARY FONT
Nava 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
24
ADVERTISING GUIDELINES HORIZONTAL LAYOUT There are some simple rules that will help the brand identity evolve consistently and effectively.
HEADLINE GOES HERE
Subheader goes here. It can run over two lines. Subheader goes here. It can run over two lines.
25% FONT: DIN ALTERNATE Optical Kerning: 20 Uppercase/ Sentence Case Left Aligned FONT: DIN ALTERNATE OR: DIN LIGHT ITALIC Optical Kerning: 0 Lowercase/ Sentence Case Left Aligned
AIR NAVA Minimum Clearance : 30 mm
14%
ADVERTISING GUIDELINES HORIZONTAL LAYOUT There are some simple rules that will help the brand identity evolve consistently and effectively.
HEADLINE GOES HERE
20%
Subheader goes here. It can run over two lines. Subheader goes here. It can run over two lines.
FONT: DIN ALTERNATE Optical Kerning: 20 Uppercase/ Sentence Case
FONT: DIN ALTERNATE OR: DIN LIGHT ITALIC Optical Kerning: 0 Lowercase/ Sentence Case Left Aligned
AIR NAVA
Minimum Clearance : 30 mm
15%
LET’S KEEP IT FRESH!