percello brand guidelines
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percello brand identity guidelines
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percello brand identity guidelines
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CONTENTS Introduction........................................................... 4 Brandscape....................................................... 5 Mood Board...................................................... 6 Logo........................................................................ 8 Primary and Secondary Logos........................ 9 Color Variation................................................. 11 Protected Area.................................................. 12 What Not To Do............................................... 13 Color Palette.......................................................... 16 Typography............................................................ 20 Type Styles........................................................ 21
Business Suite...................................................... 24 Letterhead...................................................... 25 Envelope......................................................... 27 Business Cards............................................... 29 Environment........................................................ 32 Floors.............................................................. 33 Walls............................................................... 34 Furniture........................................................ 35 Lighting........................................................... 36 Website................................................................. 38
What are brand identity guidelines? 3
percello brand identity guidelines
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INTRODUCTION This is a guide to applying and communicating the name of Percello Air, Inc., which reflects our commitment to the user experience, our level of quality, and our commitment to a unique customer interaction system. The brand identity guidelines establish context and explain the corporate voice of Percello, helping communicators successfully and consistently convey the complete message of our brand. Any questions regarding specific design applications not referenced in this guide should be directed to the percello marketing team.
Our brand isn’t just a set of guidelines, it is part of our business strategy. It is our vision for Percello.
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INTRODUCTION
BRANDSCAPE The core brand messages are the five fundamental messages—the purpose, vision, trueline, promise and tagline—that are the building blocks for all messaging and conversations of the corporate culture, products and services. The CORE brand messages allow you to have consistent messaging in varied circumstances where audiences or context may be different.
PURPOSE STATEMENT: Create a personalized and authentic experience on flights for every individual
VISION STATEMENT: To have staff know (at minimum) the names of assigned passengers by the time they arrive at the terminal
TRUELINE STATEMENT: Foster friendship in every interaction with customers
PROMISE STATEMENT: Rank on the list of top 25 client-pleasing brands (according to BusinessWeek)
TAGLINE: More than a service; a friendship 5
percello brand identity guidelines
MOOD BOARD
COLOR THAT CONNECTS | WARM AND VIBRANT
FASHION THAT CONNECTS | APPROACHABLE STYLE
IDENTITY THAT CONNECTS | LIVE MUSIC
VAG ROUNDED ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 ( ;:!?&$%/)
PEOPLE THAT CONNECT | WARM AND FRIENDLY
INTERIOR THAT CONNECTS | WARM AND INVITING
Qa
TYPE THAT CONNECTS | GEOMETRIC SANS SERIFS
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What does our logo do? 7
percello brand identity guidelines
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LOGO The percello logo is the key to our brand identity and is a visual representation of our personality and core values. It represents friendship, comfort, and open communication.
horizontal orientation
vertical orientation
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LOGO
PRIMARY LOGO
2�
logo mark
The horizontal orientation of the percello logo is the preferred format, but should not be used at a width under two (2) inches. logo type/logo
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percello brand identity guidelines
logo mark
SECONDARY LOGO logo
logo type
The vertical orientation of the percello logo is the alternate format for percello materials, but should not be used at a width under one (1) inch.
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LOGO
COLOR VARIATION Preferably, the logo should either be displayed on a white background, in percello green (Pantone 382 C), or reversed out in white on percello green. The only time it should be displayed in black is in case of a black and white publication.
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percello brand identity guidelines
PROTECTED AREA It is important to leave a necessary amount of white space around the logo, especially when it appears with other brands. The clear space helps establish the importance of our logo when competing with other elements. This diagram demonstrates the proper amount of space. There should always be at least the x-height (the height of a lowercase letter) of the logotype worth of space around the main height and width of the logo.
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LOGO
WHAT NOT TO DO: LOGOS It is of the highest importance that the percello logo is used correctly on our company materials. Displayed on these pages are common examples of how you SHOULD NOT use the logo. Logo should always be placed straight on a page, and should never be skewed in any manner.. Logo mark should never be moved.
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percello brand identity guidelines
WHAT NOT TO DO: COLORS Colors used in logo should always be percello green, or white on top of percello green unless being used with imagery; black should only be utilized in case of a black and white print.
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What colors should be used? 15
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COLOR PALETTE The diagram on this page shows our corporate colors, along with the proportions which they are to be used in relationship to each other. Listed on the following pages are the color specifications for our color palette along with PMS, CMYK, and RGB colors.
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COLORS
PRIMARY COLORS Percello’s primary corporate color is Percello Green (PMS 382), along with white. White is listed because white space should always be considered when creating any pieces for percello.
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percello brand identity guidelines
PERCELLO GREEN PMS 382U C29 M0 Y100 K0 R193 G216 B47
PERCELLO ORANGE PMS 021U C0 M50 Y100 K0 R255 G128 B0
PERCELLO TEAL PMS 327U C80 M0 Y50 K0 R51 G255 B128
PERCELLO GREY PMS 11U C0 M0 Y0 K50 R128 G128 B128
PERCELLO SCARLET PMS 032U C0 M75 Y100 K0 R255 G64 B0
SECONDARY AND TERTIARY COLORS Percello Teal and Gray are secondary colors that should be used to complement Percello Green. The two tertiary colors should be used with restraint as accent colors to Percello Green, white, Percello Teal and Gray.
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Why were these typefaces chosen? 19
percello brand identity guidelines
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TYPOGRAPHY TYPEFACES: VAG ROUNDED & CAECILIA LT Our company typefaces have been selected carefully to convey our values of customer interaction. VAG Rounded is the typeface used in our logo, as well as any headline or decorative type elements in our products. Caecilia LT is more legible at smaller type sizes, and is our default typeface for body text.
VAG ROUNDED STD ABCDEFGHIJKLMN OPQRSTUVWXYZ abcdefghijklmn opqrstuvwxyz 1234567890
CAECILIA LT STD ABCDEFGHIJKLMN O P Q R ST UVW XY Z abcdefghijklmn opqrstuvwxyz 1234567890 May 2011 Version 1.0
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TYPOGRAPHY
VAG ROUNDED STD ABCDEFGHIJKLMN OPQRSTUVWXYZ abcdefghijklmn opqrstuvwxyz 1234567890
VAG ROUNDED BOLD ABCDEFGHIJKLMN OPQRSTUVWXYZ abcdefghijklmn opqrstuvwxyz 1234567890 21
percello brand identity guidelines
TYPE STYLES VAG Rounded is our decorative typeface, and the standard weight should be used, unless it is reversed on a dark background, or if it is being used at smaller than 12 pt. It should also never be used below 12 pt, unless it is for numbering systems or non-sentence phrases.
CAECILIA LT STD
CAECILIA LT LIGHT
ABCDEFGHIJKLMN O P Q R ST UVW XY Z abcdefghijklmn opqrstuvwxyz 1234567890
ABCDEFGHIJKLMN O P Q R ST UVW XY Z abcdefghijklmn opqrstuvwxyz 1234567890
Caecilia LT is our default body typeface, and the light weight should be used at all times, unless being reversed out on a darker background or being used at smaller than 8 pt. For body type company communications, it should be used at 8/12 pt.
CAECILIA LT BOLD ABCDEFGHIJKLMN O P Q R ST UVW XY Z abcdefghijklmn opqrstuvwxyz 1234567890 May 2011 Version 1.0
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How do we establish our brand in written communications? 23
percello brand identity guidelines
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BUSINESS SUITE The percello logo is the key to our brand identity and is a visual representation of our personality and core values. It represents friendship, comfort, and open communication.
1234 Great Flight Street, Suite 1000 Washington, DC 20001 USA www.percello.com
More than a service; a friendship
Jackson Thames Guest Services
More than a service; a friendship 1234 Great Flight Street Suite 1000 Washington, DC 20001 USA
Office 800.234.6777 ext. 226 Email j.thames@percello.com
www.percello.com 1234 Great Flight Street, Suite 1000 • Washington, DC 20001 • USA
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BUSINESS SUITE
LETTERHEAD The percello logo is the key to our brand identity and is a visual representation of our personality and core values. It represents friendship, comfort, and open communication.
SIZE: 8.5” x 11” TYPOGRAPHY: Contact information: Caecilia LT Std, 8/10 pt COLORS: Pantone 382 U Pantone 11 U
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percello brand identity guidelines
0.5”
2.25”
0.5” 1.5”
TYPING AREA: 7.5” x 8.5”
1” 1”
1234 Great Flight Street, Suite 1000 Washington, DC 20001 USA www.percello.com
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BUSINESS SUITE
ENVELOPE The percello logo is the key to our brand identity and is a visual representation of our personality and core values. It represents friendship, comfort, and open communication.
SIZE: 9.5” x 4.125” TYPOGRAPHY: Tagline: VAG Rounded Bold, 9 pt Address: Caecilia LT Std, 7.5/9 pt COLORS: Pantone 382 U Pantone 11 U
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percello brand identity guidelines
More than a service; a friendship
1/3” 1/3” 1234 Great Flight Street Suite 1000 Washington, DC 20001 USA
0.125”
More than a service; a friendship
0.5”
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BUSINESS SUITE
BUSINESS CARDS The percello logo is the key to our brand identity and is a visual representation of our personality and core values. It represents friendship, comfort, and open communication.
SIZE: 3.5” x 2” TYPOGRAPHY: Name: Caecilia LT Roman, 10/9 pt Contact information: Caecilia LT Roman, 7/9 pt Website: Caecilia LT Roman, 10/9 pt COLORS: Pantone 382 U Pantone 11 U
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percello brand identity guidelines
1.25”
0.75”
Jackson Thames
1.75”
Guest Services
Office 800.234.6777 ext. 226 Email j.thames@percello.com
0.5”
www.percello.com 0.25”
1234 Great Flight Street, Suite 1000 • Washington, DC 20001 • USA
0.25” May 2011 Version 1.0
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Why is environment important? 31
percello brand identity guidelines
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ENVIRONMENT Percello goes above and beyond to make each guest feel as relaxed as possible. Our terminal lounges in addition to our onboard suites are custom-crafted to provide maximum comfort. This means pleasant colors, textures, and shapes.
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ENVIRONMENT
FLOORS We offer a variety of choices for our floors, but preferably, they will be wooden laminate or percello green shag carpeting. We believe that these are most conducive with our image, but carpets that stray from these materials are allowed and encouraged.
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percello brand identity guidelines
WALLS Variations on percello green should be used for the walls. An exact match to our color is not needed, but as close as possible is preferred. Wallpaper, tiling, or paint are all allowed, but should be used for the appropriate room. Samples shown are tiles, good for rest rooms or bar areas.
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ENVIRONMENT
FURNITURE Furnishings for percello need only to contain at least one (1) of our primary, secondary, or tertiary colors. The goal is not to match, but to look for comfort and fashion. Retro styles are encouraged. All fabrics are allowed, but check with your percello marketing representative for further details.
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percello brand identity guidelines
LIGHTING In our company, lighting should always be present, but subdued. Nothing too illuminated, but it’s always there. Kitschy lamps preferred, but any kind of geometric or retro styles of lighting are encouraged for spaces.
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How does our branding work online? 37
percello brand identity guidelines
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WEBSITE Percello uses our website to establish an online presence in which we can further connect and personalize the user experience. Our website is the first contact that many people have with our brand, therefore it is important that it communicates our brand standards clearly and effectively.
home
about us
contact
FIND FLIGHTS Round-Trip
One-Way
From:
To:
Dates
ADVENTURE AWAITS Need a break? Percello has created a brand new way of traveling. We create a memorable experience, from the moment you step in the airport, to the moment we land.
BLOG
New Destinations! Trips to Puerto Rico and New Zealand are now in session for Spring 2011…
MORE >> posted by Billie J. on March 17, 2011
Depart:
mm/dd/yyyy
Any
Return:
mm/dd/yyyy
Any
Search
Advanced Search
REVIEWS
SURVEY
Take a sample of our featured survey that analyzes your personality type in order to create a completely one-of-akind experience!
See What Others Are Saying “Percello keeps true to their roots—I can say that I feel like I made a new friend on my journey, and it helped contribute to an unforgettable...”
Help Us Help You
MORE >>
MORE >>
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WEBSITE
HOMEPAGE The navigation bar, logo and blurbs at the bottom of the home page should always remain stationary (although stories will be updated with every post). Our flight search box, along with the “Adventure Awaits” box should also remain stationary, but the background transparency may be changed depending on the background photo. The background photo for the home page should change once every two weeks, and always be a high quality image that relates the brand of percello to our customers.
home
about us
contact
FIND FLIGHTS Round-Trip
To:
Dates
ADVENTURE AWAITS Need a break? Percello has created a brand new way of traveling. We create a memorable experience, from the moment you step in the airport, to the moment we land.
BLOG
New Destinations! Trips to Puerto Rico and New Zealand are now in session for Spring 2011…
MORE >> posted by Billie J. on March 17, 2011
percello brand identity guidelines
Depart:
mm/dd/yyyy
Any
Return:
mm/dd/yyyy
Any
Search
Advanced Search
REVIEWS
SURVEY
Take a sample of our featured survey that analyzes your personality type in order to create a completely one-of-akind experience!
See What Others Are Saying “Percello keeps true to their roots—I can say that I feel like I made a new friend on my journey, and it helped contribute to an unforgettable...”
MORE >>
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One-Way
From:
Help Us Help You
MORE >>
home
about us
BLOG REVIEWS SURVEY FIND FLIGHTS Round-Trip
contact
New Destinations! Trips to Puerto Rico and New Zealand are now in session for Spring 2011, along with more options for customization. Want to bring a pet with you on your flight? No problem. Our rooms and ventilation system filter out allergens in the air, providing a great experience for everyone involved. In addition, there are more flights being chartered starting June 6th, 2011. So don’t worry, there will be enough flights to go around! posted by Billie J. on March 17, 2011
One-Way
SECONDARY PAGES The navigation bar at the top, along with the logo, flight search utility and side navigation should always remain stationary. All posts should be on the right side, and there should be .5” margin on the outside of all pages.
From:
Ticket Giveaway
To:
Depart:
mm/dd/yyyy
Any
In celebration of our 1000th flight, we are giving away two tickets to any destination to which Percello currently flies. Want to see the beaches of Brazil? No problem. For full details on contest, as well as how to enter, see our application form. Contest open to US residents only.
Return:
mm/dd/yyyy
Any
posted by Roberto H. on March 11, 2011
Dates
Search
Advanced Search
Back to the Future Hey guys and gals! We have exciting news. Wired, the technology magazine published a review of Percello’s revolutionary new on-flight features in their latest issue. Pick up the mag at any major retailer—tell us what you think! posted by Billie J. on March 10, 2011
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More than a service; a friendship 41
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