Alitalia Brand Book

BRAND BOOK

Welcome to the

FUTURE of flying.

AIRCREW

01

V I S UA L ST R AT E GY 10 12 14 16 18 20 22 24 28 36 38

Brand History Timeline Rebranding Objective SWOT Analysis New Way & Promise Our Mission Brand Keywords Moodboards Our Customers Industry Overview Competition

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TA K E O F F 44 46 48 50 52

Old Logo Logo Exploration Type Exploration The New Us Similar Logos

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V I S UA L STA N DA R D S 58 60 62 64 66 68 70 72 74 76 78 80 82 84 86 88 90 92 94 96 98

Mark & Symbol Wordmark Minimum Sizes Clearspace Alternative Signatures Alternative Colors Improper Usage Typography Main Palette Secondary Palette Our Voice Corporate Business System Aerial Look App Website Photography Style Advertising Style Expansions Skydeck Plane Rentals Train Partnership

VISUAL ST

R AT E G Y

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10 12 14 16 18 20 22 24 28 36 38

Brand History Timeline Rebranding Objective SWOT Analysis New Way & Promise Our Mission Brand Keywords Moodboards Our Customers Industry Overview Competition

BRAND HISTORY

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V I S U A L S T R AT E G Y BR AND HISTORY

Alitalia was founded in 1946. It began with four G-12 airplanes. The first schedule flights departed from Rome to Catania and Turin. It was in 1947 when Alitalia made its debut in international flights.

Alitalia in their first four years got a notable success inside the commercial aviation industry. The problem? They were operating at loss carrying 80,000 passengers. They studied their problems and got to a conclusion. The success in this industry would depend on providing the most comfortable air experience possible.

TIMELINE

1946

BIRTH Alitalia was founded and started with four G-12 airplanes. Winged arrow logo.

1952

MONEY Hard work and effort were shown, first profitable year.

1950

FLEET Replaced entire fleet.

13

V I S U A L S T R AT E G Y TIMELINE

2018

THE NEW US 2005

DY N A M I C 1969

T H E “A” The Alitalia logo was easily recognizable. This change was aiming to create a distinctive icon of Italianesque.

It had a visual impact associated with the Italian flag and the shape of the aircraft’s tail.

Dynamic Restyling. In 2005, the intent was to give the logo a more contemporary look. One that could transmit the dynamic and fresh look on the new look. Few changes were made.

The new us. The company takes a new brand direction that makes its visual identity stronger.

REBRANDING OBJECTIVE

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V I S U A L S T R AT E G Y REBR ANDING OBJECTIVE

Always having in mind, the core values that inspired the foundation of the company, we gave it a new look. We made these guidelines for everybody to get to know the new visual identity of Alitalia.

S W O T

Made in Italy.

Good domestic position.

Carries + 70 million people each year.

High market share based on capacity.

Overbooking.

Expensive price.

Inadequate customer service.

Small recognition outside Europe.

Market Development.

More industrialized country.

Many new international destinations.

Dedicated to Italian culture and values.

Low cost airlines.

High-speed trains.

Negative viral word of mouth.

Rising industry costs (fuel price).

S W O T A N A LY S I S

N E W W AY & P R O M I S E

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V I S U A L S T R AT E G Y N E W WAY & P R O M I S E

The admirable customer service is the fleet where Alitalia has been rebuilt. Our ultimate goal is to offer the best comfort possible and complete satisfaction of the experiences of our customers. A high level of luxury is going to be reached by innovative business expansions.

Customer care is what drives Alitalia to be the best and first choice of our customers. The ability to solve problems instantly and efficiently is what characterizes our staff. Welcome to the new Alitalia.

To offer exceptional customer service and create the most compelling traveling experience possible for our customers.

OUR MISSION

BRAND KEYWORDS

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V I S U A L S T R AT E G Y BR AND KEYWORDS

CARING RELIABLE SUPERIOR TOP-CLASS EXCLUSIVE I N N O VAT I V E TRUSTWORTHY DISTINGUISHED

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V I S U A L S T R AT E G Y M O O D B O A R D Y E S T E R D AY

Y E S T E R D AY

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V I S U A L S T R AT E G Y M O O D B O A R D T O D AY

T O D AY

LOUIS

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V I S U A L S T R AT E G Y LOUIS

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Engineer Paris, FRA With partner

Age

Louis is needed in many places and knows the value of his time. He loves his dream job in the car industry and is willing to make personal sacrifices to accomplish his professional goals.

I’m always travelling for work. I’m barely home but it doesn’t bother me because I love my job.

GOALS AND MOTIVATIONS

FRUSTRATIONS

Available upgrades every time he travels.

To have a reliable airline he can blindly trust.

He wants a fast service when it comes to check-in and dropping bags.

Inconsistent quality of service.

Last minute schedule changes.

Tech that doesn’t work properly.

62

Neurosurgeon New York, NY Married

Age

Mario is a well-known neurosurgeon across the United States and Europe.

He travels at least once a month for conferences, mostly to Germany. He enjoys taking a vacation trip with his wife approximately every four months.

He is very experienced and income stopped being an issue a long ago. He wants to enjoy what he has earned. He thinks the time for worrying too much already passed.

I travel a lot and I like to do it the way I deserve GOALS AND MOTIVATIONS

FRUSTRATIONS

Feel of maximum relaxation while traveling.

To have an exclusive airline that he can blindly trust.

Exclusive lounge with excellent customer service and features.

He hates incompetence.

Airlines that don’t respect given schedules.

That he would be disappointed by the service.

MARIO

TOMMASO

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V I S U A L S T R AT E G Y TOMM A SO

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Engineer Siena, ITA Single

Age

Tommaso has been in the last five Tour de France and finished all of them. He is constantly travelling for training and competitions in different countries across Europe. He enjoys a nice well-deserved vacation, international always.

I want an airline I can trust with my gear, it’s expensive and I don’t want to buy another one because it got screwed in the plane.

GOALS AND MOTIVATIONS

FRUSTRATIONS

Customer service is everything for him.

A responsible airline for his professional gear while travelling.

Enjoys luxury in airlines because he feels he deserves and can afford them.

Having to deal with close minded assistants.

Slow assistance in problem solving regarding his gear.

That airlines won’t take care responsibility for damages of fragile items.

45

Senior Attorney Rome, ITA Married with 3 sons

Age

Silvia is a Senior Attorney at a very important law firm. A big part of her clients lives in Milan. She travels a few times a month, domestic mostly. She also enjoys having small vacation trips with her family if everyone’s schedule is good to go. She likes to feel appreciated and like brands that offer postpurchase experiences.

I like companies that make me feel like they care and not just want my money, even if they do.

GOALS AND MOTIVATIONS

FRUSTRATIONS

Good service for her and her family.

Post purchase service is important to her.

To not have to call anybody for a problem at the airport.

Nothing worse than flight cancelations.

That her family isn’t happy with the experience.

She fears that luggage of any member of her family goes missing.

SILVIA

The aviation industry in Europe is extremely competitive and innovation is a must in order to stand out. Alitalia hasn’t been operating at its best and on top of it, low-cost airlines had taken a considerable part of Alitalia’s market share.

One threat that Alitalia faces is the domestic market. Outside the UK, Italy is the country with more domestic aviation companies.

INDUSTRY OVERVIEW

COMPETITION

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V I S U A L S T R AT E G Y CURRENT COMPETITION

CURRENT R YA N A I R

LUFTHANSA

The Irish low-cost airline was the one that took over Alitalia in the market share by seat capacity.

Lufthansa made an offer of 250 million euros in November of 2017 to buy out Alitalia.

E A S YJ E T

B R I T I S H A I R W AY S

Another low-cost carrier that is directly competing with us. Their cheap prices and seat availability place them as a strong competitor.

The British airline competes directly with Alitalia in terms of international destinations and availability. Alitalia offers better features in economy class.

A S P I R AT I O N A L

ADJACENT

A I R I TA L I A

XBOX

Air Italia wants to claim Italy’s top airline spot. They are planning on increasing their fleet and passengers four times what they are by 2022.

As part of a new business expansion. Alitalia is going to offer PlayStation entertainment in first class. Games chosen to play there directly compete with Xbox games and other digital gaming companies.

A I R D O LO M I T I

LUNAJETS

Part of Lufthansa Italy, Air Dolomiti is a regional airline based in Verona. In contrast of most of Lufthansa’s subsidiaries, Air Dolomiti operates under their own identity.

As we plan on entering the private jet business, LunaJets would be our competition. A private jet broker with no aircrafts, they act as intermediary between clients, jet operators and private owners.

TA K E O F

F

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44 46 48 50 52

Old Logo Logo Exploration Type Exploration The New Us Similar Logos

O L D LO G O

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TA K E O F F OLD LOGO

The past logo, inspired by Formula 1 striking racing lines, presents a simple italicized wordmark with a subtle gradient. The “A” is imitating a plane’s tail using the Italian flag colors. The intent was to reflect exclusivity and innovation.

Trying to find a mark that could effectively represent our mission. From Italy’s National bird to abstract shapes, many explorations were revised.

L O G O E X P L O R AT I O N S

T Y P E E X P L O R AT I O N S

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TA K E O F F T Y P E E X P L O R AT I O N S

Looking for the perfect balance of exclusivity and a peaceful visual flow.

Many typefaces were revised

Our new visual identity reflects the values and believes of the company.

It represents a smooth mix between our roots and our new development.

Exclusivity and comfort are the main visual takeout for the audience.

THE NEW US

S I M I L A R LO G O S

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TA K E O F F SIMIL AR LOGOS

To know existing comparable logos increases our perception on what is already out there and create our own strong visual identity.

VISUAL ST

TA N D A R D S

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58 60 62 64 66 68 70 72 74 76 78 80 82 84 86 88 90 92 94 96 98

Mark & Symbol Wordmark Minimum Sizes Clearspace Alternative Signatures Alternative Colors Improper Usage Typography Main Palette Secondary Palette Our Voice Corporate Business System Aerial Look App Website Photography Style Advertising Style Expansions Skydeck Plane Rentals Train Partnership

MARK & SYMBOL

The hidden paper airplane.

A

The Abstract A

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V I S U A L S TA N D A R D S MARK & SYMBOL

The full logo consists in an abstract “A� shape. The sharp points symbolize the freshness and exclusivity of our new direction.

The primarily Italian green and Roman gold colors convey culture and elegance through our visual identity.

Consists in a thin, classy, elegant typeface and the two “i�s in shape of exclusive-like jet wings.

WORDMARK

Airplane wings

MINIMUM SIZES

DIGITAL

PRINT

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V I S U A L S TA N D A R D S MINIMUM SIZES

To assure the identity and recognition of the logo, it must maintain a minimum of the sizes provided for digital and print purposes.

There should never be something in the clear space because it compromises the logo’s purpose.

C L E A R S PA C E

A LT E R N A T I V E S I G N A T U R E S

1

Signature.

3

Symbol.

2

Wordmark.

4

Vertical.

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V I S U A L S TA N D A R D S A LT E R N AT I V E S I G N AT U R E S

The preferred display of the logo is in an in-line signature, composed with the full logo. When needed, it may be displayed in the correct usage.

Depending on the logo placement, it could be presented by the symbol itself, only the wordmark or the vertical signature.

As secondary usages, the logo can be used white in a dark color backgrounds or black in light color backgrounds.

A LT E R N A T I V E C O L O R S

IMPROPER USAGE

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V I S U A L S TA N D A R D S IMPROPER USAGE

The new visual identity is specifically design for certain purposes. It must not be altered in any ways other than the ones specified in these guidelines.

TYPOGRAPHY

HEADERS & SUBHEADS A B C D E F G H I J K L M N O P Q R ST U V W X Y Z a b c d e f g h i j kl m n o p q r s t u v w x y z We chose Apex New to be the main typeface for titles and subtitles in all copy because it best reflects the visual identity of the new Alitalia.

APEX NEW

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V I S U A L S TA N D A R D S TYPOGRAPHY

B O DY C O P Y A B CDE FGHIJK LMNOPQRST U V W XYZ a b c defgh ijk l m nop q r s tuv w x y z Henri Didiot is a classy complementary serif typeface with a sharp appearance. It is easy to read and has a pleasant visual flow. It follows a thoughtful design and adds an exclusivity mood to the copy.

HENRI DIDOT

Our three main colors are the Italian, Roman gold and Alpine white.

Green is the preferred display color. It is a strong global brand component. Our colors represent the Italian culture and the bright future that the company has ahead.

M A I N PA L E T T E I TA L I A N

CMYK 87 39 100 39 RGB 0 92 44

ROMAN

ALPINE

CMYK 5 10 87 0

CMYK 13 6 8 0

RGB 246 222 36

RGB 216 226 227

S E C O N D A RY PA L E T T E

KNIGHT

CMYK 75 68 67 90 RGB 0 0 0

STEEL

CMYK 73 67 66 82 RGB 19 19 19

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V I S U A L S TA N D A R D S S E C O N D A R Y PA L E T T E

To keep a conservative look, we kept the copy black as our preferred display.

Customer satisfaction is the most important thing for us. We use a friendly and elegant tone that reflects confidence and comfort.

OUR VOICE

CORPORATE BUSINESS SYSTEM

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V I S U A L S TA N D A R D S C O R P O R AT E B U S I N E S S S Y S T E M

The business system follows an exclusive and minimalistic style. It achieves the feeling of exclusivity and effectively incorporates the primary palette in the design.

Redesigned airplanes visual display in an abstract form using our primary palette.

A E R I A L LO O K

APP

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V I S U A L S TA N D A R D S APP

User-friendly and easy to book flights.

A simple website that allows customers navigate easier and faster.

WEBSITE

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V I S U A L S TA N D A R D S PHOTOGR APHY ST YLE

PHOTOGRAPHY STYLE The photography style is inspired by our destinations, sharp looking landscapes from across the world, mainly in Europe. The style should always aim to create a feeling of relaxation and confidence.

The advertising follows the photography style. All headers always in a big display, makes an effective contrast where it is placed.

ADVERTISING STYLE

E X PA N S I O N S E XC L U S I V E LO U N G E EXPRESS LANE IN TSA PA RT N E R W I T H T R A I N S O F F E R H I G H C L A S S S PA G H E T T I I TA L I A N A C C E N T S T E WA R D E S S E S F I R S T C L A S S G A M I N G E N T E R TA I N M E N T A R A P P I N P L A N E S H O W I N G L O C AT I O N S CASINO AR IN PLANE FLIGHT BARS GIFT BAGS FOR FIRST CLASS 3 D P R I N T E D PA S S E S A S S O U V E N I R S F I R S T C L A S S G A M I N G E N T E R TA I N M E N T C L O T H I N G L I N E W I T H C O M PA N Y PAT T E R N S

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V I S U A L S TA N D A R D S E X PA N S I O N S

RESORT MUSEUM SKYDECK J E T R E N TA L S SLEEPING MASKS R O M A A L I TA L I A C O L I S E U M AR GUIDE TO TERMINAL APP R E S TA U R A N T CREDIT CARDS FLIGHT TRACKING 8 0 % G L A S S B O DY ARMREST DIVISIONS ELECTRONIC PLANES C O N V E R T I B L E S E AT I N G

SKYDECK

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V I S U A L S TA N D A R D S SKYDECK

We will be the first commercial airline to provide this level of luxury for first class. It will be included in new international destinations such as Dubai, London, Sydney and New York City.

Staying committed to our new identity and mission, Alitalia will launch their Jet Rental service. Many Jet options (light, midsize, large, long range, etc.) would be available to provide an exclusive experience.

P L A N E R E N TA L S

T R A I N PA RT N E R S H I P

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V I S U A L S TA N D A R D S T R A I N PA R T N E R S H I P

Alitalia will partner with Trenitalia to get their customers to the airport quicker. Anyone that flies with Alitalia, will be offered a free train ticket from the closest station near them to the airport.

COLOPHON Copyright Š 2018 Arthur Bukujian All content for Alitalia: Brand Book was conceived, designed, and produced by Arthur Bukujian/arthurbukujian.com. Writing and edited supplemented by Jose Lopez. Photography provided by Nate Bernardo/natebernardophoto.com.

Design Consultation Roger Muller, ADV 370 Brand and Branding Academy of Art University Some of the photographs and images were downloaded from fly.historicwings.com, landor.com, yellowtrace.com, commons.wikimedia.org, graphicburger.com, and are used in accordance with the Creative Commons License. The book is a non-commercial work produced as a student project for educational purposes, and I such is considered a derivative work under the Fair Use Clause of the US Copyright Law. Manufactured in the USA