Brand Manual
Contents 2 Introduction 3-5 Logo Usage 6 Incorrect Logo Usage 7 Color Palette 8 Typography 9 Aircraft 10-11 Stationery 12-13 Advertisements 14 Website 15 iPhone app and Credit Card
Introduction The AirBelgie identity is a seal of approval and a promise of greatness. Today, AirBelgie competes with hundreds of airlines around the world. Given this dynamic environment, it is important for us to express a single, compelling voice in everything we do. The totality of the logo, visuals, and words we use to describe the airline will enable us to establish and maintain a clear, unified brand identity, both within the airline community and beyond. As an airline, AirBelgie is affordable and trusted. The staff is devoted to the customers’ safety and comfort. Our goal is to provide the best flying experience possible.
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Symbol
Logo Usage
Logotype
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The staggered rooftops
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Numerous music festivals
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The Belgian flag
The logo appears on all of the company’s visual communications, including the aircraft, stationery, website, etc. Not only does the logo represent our name, but it also identifies our company and our brand’s presence in the marketplace. Using the logo appropriately is important in order to maintain the integrity of our brand and presenting a unified image of the company.
Elements The AirBelgie logo includes two components: the curved symbol and the AirBelgie logotype. The symbol of our logo was complied with three factors in mind: 1. The rigid top of the symbol relates to the staggered rooftops found all over Belgium. 2. Belgium hosts many music festivals throughout the year, therefore there is a music staff running vertically through the symbol 3. The colors are clearly inspired by the Belgian flag. The AirBelgie logotype is made of specially created and spaced letter forms and may not be modified in any way or used without the symbol. The letter forms originated from the font BroadbandICG, but were slightly altered to form a cleaner look.
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Minimum Clearance The logo should always be surrounded by a generous amount of open space to keep it free of any visually distracting elements. The amount of space presented in the box “x�, is the minimum amount of space that needs to surround the logo. The logo may appear on any neutral area of a photograph that is free of any imagery that may conflict with its legibility. Only approved color renditions of the logo may be used. Failure to use a proper rendition will result in inappropriate use of the logo.
The logo on a white background The preferred appearance of the AirBelgie logo is on a white background with gray logotype. If the user desires a different color logotype, only the colors shown here may be used. No other variations on a white background are permitted.
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X
X
X
X X
The AirBelgie logo on color backgrounds Gray and black background colors are also permitted when used in these color variations. The logo may not appear on any other color background, other than those shown on this page.
Secondary Identity The gray rule is used sparingly as a secondary piece of artwork under the identity of AirBelgie. It is often used as a place for the logo to go or simply to add a recognizable element.
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Unacceptable logo color and arrangements No other color variations of the AirBelgie logo, other than those shown previously, are permitted. The examples shown here demonstrate a few, but not all, potential missuses of color and arrangements applied to the logo.
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Primary Color Palette This is our color palette. The official logo should appear only in these colors and should be reversed out of these colors only. The white of the paper is involved as well. These are the only colors that are used for anything that has to do with the AirBelgie airline.
Pantone 485 C R 238 G 49 B 36 C 0 M 95 Y 100 K 0
Pantone 605 C R 244 G 220 B 0 C 0 M 2 Y 100 K 7
Pantone 431 C R 106 G 115 B 123 C 11 M 1 Y 0 K 64
Pantone Process Black C R 0 G 0 B 0 C 0 M 0 Y 0 K 100
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Typography The letter forms of the logotype were originated from the font BroadbandICG, but were slightly altered to form a cleaner look. This font is not to be used anywhere else.
Primary Font Myriad Pro is the primary font used when relating to AirBelgie. It has many variations and is a simple, yet clean font.
Secondary Fonts NeutraText PS and Droid Serif are used as well, but often in forms of advertisement for AirBelgie. They have good variation choices when having to deal with hierarchy.
Myriad Pro Condensed Myriad Pro Condensed Italic Myriad Pro Bold Condensed Myriad Pro Bold Condensed Italic Myriad Pro Regular Myriad Pro Italic Myriad Pro Semibold Myriad Pro Bold Myriad Pro Bold Italic
No other fonts are permitted.
NeutraText PS Book NeutraText PS BookIta NeutraText PS BookSC NeutraText PS Demi NeutraText PS Bold NeutraText PS BoldIta Droid Serif Regular Droid Serif Italic Droid Serif Bold Droid Serif Bold Italic
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Aircraft The design of AirBelgie’s aircraft is kept simple, yet visually appealing. The artist feel of the design is organic and fluid as seen in the curvature of the logo’s symbol, which is placed on the tail. The logotype is placed on the side of the aircraft with no color change involved. Note: This is the only time that the logo’s symbol and logotype may be separated.
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Business Cards This page shows the approved layout with the primary elements of the AirBelgie stationery system for business cards. Because the background on the front of the card is gray, the rule is changed to white.
Front
9 pt., Myriad Pro Bold
6 pt., Myriad Pro Regular
Back
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7 pt., Myriad Pro Regular
Letterhead and Envelope This page shows the approved layouts with the primary elements of the AirBelgie stationery system for letterheads and envelopes.
Letterhead The logo should be place in the upper left-hand corner. The gray rule should be placed at the bottom of the page with the contact information evenly placed in a 3-column format.
Business Card The logo and return address should be placed in the upper left-hand corner. The gray rule should be placed at the bottom of the envelope to add an extra appearance of our identity.
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Advertisements The goal of our collateral program is to achieve a cohesive look across all of our corporate communications. These guidelines explain how to combine Signature Brand, logo, photography, and typography to create collateral materials.
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In most cases, photographs should bleed. All photographs used in advertisements are edited to be partially black and white and partially color. The logo should be placed in the gray stroke to show hierarchy. Fonts NeutraText PS and Droid Serif may be used in advertisements to show variety.
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AirBelgie Website
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AirBelgie iPhone app
AirBelgie Credit Card
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