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STANDARDS MANUAL
“Travel American Travel Well”
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Table of Contents
American Airlines
B R A N D FOUNDATIONS
LOGO
COLOR & TYPE
GR A P HI C APPPLICATIONS
D I G I TA L APPLICATIONS
SPATI A L APPLICATIONS
Brand Promise
8
History
10
Logo & Lock-up
14
Logo Misuse
26
Color Palette
30
Typography
32
Graphic Pattern
36
Business Card
40
Letterhead
42
Envelope & Label
44
Ticket
48
Website
52
Mobile App
54
Plane
58
Check-in
60
Contact
64
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BRAND FOUNDATIONS
Core Values
Brand Foundations
P R O F E SSI ONAL
American provides exceptional service, both on the ground and in the air. Intelligence and taste are the essential qualities of any American Airlines employee.
E F F I CIENT
Utility and organization are the fundamental properties of all American processes. By reducing visual, physical, and systematic friction points, American Airlines reduces, both temporal and actual, waste.
TE C HN O LO GICAL
To most enhance the American experience, the most current technology is always utilized.
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Brand Foundations
Brand Statement
delivers
A SUPERIOR FLIGHT EXPERIENCE for the
MODERN TRAVELER
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Brand Foundations
History
H ISTORY
On the morning of April 15, 1926, a young aviator
The consolidation began in 1929, when The
named Charles A. Lindbergh stowed a bag of mail in
Aviation Corporation was formed to acquire young
his little DH-4 biplane and took off from Chicago for
aviation companies, including Robertson. In 1930,
St. Louis. Later that day, he and two other pilots flew
The Aviation Corporation’s airline subsidiaries were
three plane loads of mail from St. Louis to Chicago.
incorporated into American Airways, Inc. In 1934, American Airways became American Airlines, Inc.
At the time, Lindbergh was chief pilot of Robertson Aircraft Corporation of Missouri,
American Airlines is owned by AMR Corporation.
which was the second aviation company to hold a U.S. airmail contract. It was one of scores
AMR has ordered 460 new planes 260 A320neo
of companies that eventually consolidated to
from Airbus and 200 737s from Boeing over the
form the modern-day American Airlines.
next 5 years and take options and purchase rights for up to 465 additional planes through to 2025.
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LOGO
Primary Logo
Logo
P R E FE R R E D MA R K
R E V E R SE D
B L AC K & W H I T E
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Primary Logo
Logo
THE LOGO
The revolutionized American Airlines logo takes its root in an abstraction of a forward-facing plane and of an automobile’s metal grille. While the plane was chosen for obvious reasons, inspiration was taken from automobile design due to it’s large consumption by American’s demographic. It also takes root in the culture of movement and has an inherent value and regality. An interesting feature is the ink-trap, a small relief in the inner “V” of the mark, that takes reference to metal type and printing press techniques. It adds antiquity and fortitude to the mark so that, while modern and clean, it is visually smarter and tighter, reflecting the brand’s new, more expensive feel.
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1X 0.25X 1X
1X
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Logo
Primary Logo
1X 0.25X 1X
1X
LO C K- U P & C L E A R ZO N E
The primary logo is the go-to logo when implementing and branding American Airlines at it’s most simple and broad point. This logo conveys both primary colors of the brand, reflects it’s national heritage, and gives the feeling of flight. Use in all basic applications where the width of the logo, including the clear space, is greater than 2 inches, or 144 pixels.
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Small Scale Formatting
Logo
S M ALL SC A L E FO R MATTING
R E V E R SE D
B L AC K & W H I T E
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Logo
Tertiary Small Scale Logo Formatting
THE LOGO
The small scale logo was designed with additional space between the lettering and the mark to optimize the logo’s integrity in smaller applications.
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1X 0.25X 1.25X
1X
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Logo
Small Scale Formatting
1X 0.25X 1.25X
1X
LO C K- U P & C L E A R ZO N E
Use in all basic applications where the width of the logo, including the clear space, is less than 2 inches, or 144 pixels.
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Logo
Secondary Logo
S E CON DA RY MA R K
R E V E R SE D
B L AC K & W H I T E
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Logo
Secondary Logo
THE LOGO
The Monogram logo is designed to feel more exclusive and luxurious than the primary logo. It is abstracted down to the basic plane shape and a letter “A.�
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2X
1X
Logo
Secondary Logo
2X
1X
LO C K- U P & C L E A R ZO N E
The secondary logo is the luxury monogram version of the first logo. This should be applied to any media relating to first class passengers, exclusive events, or other luxury branding applications. Use in all luxury applications.
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Logo
Logo Misuse
1.
2.
3.
4.
5.
6.
1. Do not switch the colors of the logo. 2. Do not squish or stretch the logo. 3. Do not rotate the logo. 4. Do not switch the logotype with the logomark. 5. Do not use non-designated colors. 6. Do not place the logotype over the logomark.
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Logo
Logo Misuse
1.
2.
3.
4.
5.
6.
1. Do not use 2 different colors. 2. Do not use the back “A” in full opacity. 3. Do not separate the “A” from the logomark. 4. Do not use non-designated colors. 5. Do not rotate. 6. Do not adjust the marks laterally.
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BRAND ELEMENTS
Color Palette
Brand Elements
BORDEAX RED 26
C
100
M
90
Y
36
K
100
C
85
M
57
Y
56
K
100
C
100
M
100
Y
80
K
5
C
0
M
0
Y
40
K
DEEP SAPPHIRE BLUE
QUILL INK BLACK
STEEL SILVER
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Primary Font
Brand Elements
PRIMA RY TY P EFAC E : G OT HA M
The primary typeface, used in the logo and for titles and headers, is Gotham. Gotham is that rarest of designs, the new typeface that somehow feels familiar. From the lettering that inspired it, Gotham inherited an honest tone that’s assertive but never imposing, friendly but never folksy, confident but never aloof.
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BOOK WEIGHT
8 PT
abcde fgh ijk lmn opqrst u vwxyz A BC D EFG HI JKL M N OP QR STU VWXYZ
10PT
abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ
1 2PT
ab cd e fg hijklmnopqrstuvwxyz A B C DE FGHI J K L MNOPQRSTUVWXYZ
BOLD WEIGHT
8 PT
a bcde fghi j k l m nopqr st u vwxyz A BC D EF G HI J KL M N OP QR STU VWXYZ
10PT
abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ
12PT
a b cd e fg hi j k l mn opqrstuvwxyz A B C DE F GHIJK LMNOPQRSTUVWXYZ
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Secondary Font
Brand Elements
S ECON DARY TY P EFAC E :
Bembo
The secondary typeface, used in most copy, excluding titles and headers, is Bembo. The type has a serene quality. It calls attention to itself by refusing to call attention to itself, and yet it is elegan. It is an excellent book face.
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BOOK WEIGHT
8P T
ab c d e fghij k l mnop q r s tuv w x yz A BC DEF G HI J KL MN O P QR S T U VW X Y Z
10PT
abcdefghijklmnopqr stuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ
12P T
abc defghijkl m nopq r stuvwxyz A BC DE FG H IJ KL MNO PQ RSTUVWXY Z
BOLD WEIGHT
8P T
ab c de f g h ij klm n o p q r s tuvwx y z A BC DEFG H I JK L M N OPQR ST U V W X Y Z
10PT
abcdefghijklmnopqr stuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ
12PT
abc de fg hi j k lm nopq r stu vwxyz A BC DEF G HI JK L MN OPQRS TUVWXYZ
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Brand Elements
Pattern
PATTE R N
The pattern for American Airlines can be applied to a variety of different media to accent the core brand elements. It should be used sparingly and never upstage the primary color, content, form, or logo.
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GRAPHIC APPLICATION
Business Card
Graphic Application
B USINESS CA RD
Nothing is more important than a good first impression. The American Airlines business card introduces all employees professionally, but not too seriously. The modern business card for the modern employee.
PA P E R : #70 F R E N C H “ CEMENT GREY” (F R O N T)
F R E N C H METALLIC SILVER
(B AC K ) T Y P E :
N A ME , 1 0P T BEMBO CAPS BOLD
TI TLE , 6P T BEMBO CAPS REGULAR
I N FO, 7.5 P T BEMBO BOOK
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0.25”
0.25”
0.25”
T HOMAS W. H ORTON 0.25”
PRESIDENT
0.25” 4333 Amon Carter Blvd Fort Worth TX 76155 c 817 963 1234 e thorton@aa.com
0.25”
0.5”
1.25”
0.75” 0.5” 0.75” 0.75”
0.5” 0.75”
1.5”
0.75”
1”
Graphic Application
Letterhead
L E TTE R H E A D
Clean, clear, and to the point. The American Airlines letterhead corresponds perfectly to any situation where communication is essential.
PAP E R: # 70 F RE NC H “C E ME NT GRE Y ” ( F RONT )
F RE NC H ME TAL L I C S I LV E R
( B AC K) TYPE:
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B E MB O 10P T RE GU L AR
Envelope
Graphic Application
1.25”
2”
0.75”
ENVELOP E
Clear and bold. This envelope sets the tone for communication and is easily recognizable from the clutter of postage.
PA P E R : #70 F R E N C H “ CEMENT GREY” T Y P E :
1 0P T B E M B O CAPS BOLD
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0.25”
0.25”
2”
1.75”
0.25”
Graphic Application
Shipping Label
SHIPPING LABEL
8pt Bembo for the corporate address info. A clear, 10pt Helvetica Neue should be used for the Addressee.
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Graphic Application
0.25”
Boarding Pass
1.75”
1.25”
0.25” 0.75”
0.5”
B OA R DI N G PASS
PAP E R: # 70 F RE NC H “C E ME NT GRE Y ” TYPE:
T I T L E S : 8 P T GOT H AM B OOK
I NFO: 14P T B E MB O C AP S B OL D
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GRAPHIC APPLICATION
Website
Digital Application
WEBSITE
The American Airlines website has been greatly simplified and tailored for tablet viewing. Larger, clearer navigation clarifies a user’s experience. Depth and texture express the upscale and sophisticated taste of the modern traveler.
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SCAN FOR YOUTUBE DEMO
Digital Application
Mobile App
MOBILE AP P
The American Airlines mobile application is a simple way to book, check-in, and track your flight. It utilizes graceful and elegant movement and navigation to enhance the feel of the American brand.
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ENVIRONMENTAL APPLICATION
Spatial Application
Plane Application
P L A N E A P P L I C ATI O N
The minimized and simplified plane graphics reflect the professional aspects of the brand, while also using less paint, making the aircraft more fuel efficient and environmentally friendly.
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Check-In Desk
Spatial Application
C H ECK ING IN
Simplicity and elegance extend themselves beyond the airplane. The traveler’s first encounter with the brand is most important, so it’s fitting that it be a true American experience.
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Contact
CO N TACT
Bryce Shawcross 847 N Raymond Ave #1 Pasadena CA 91103 bshawcross@me.com www.bryceshawcross.com
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delivers
A SUPERIOR FLIGHT EXPERIENCE for the
MODERN TRAVELER