STANDARDS MANUAL Revised June 2015
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The fundamental skill is talent. Talent is a rare commodity. It's all intuition. And you can't teach intuition.
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OASIS AIRLINES Standard Manual
CONTENTS ˚˚˚ _Introduction _Mission Statement _Brand Personality _Company’s Clientele _Brand Identity Design Objectives _Service and Products Target Audience Persona Competitive Overview 4
_Current Logo Samples _Logo Exploration _Logo Type Studies _Digital Roughs _Final Logo _Logos Do’s and Don’ts _Stationary System _Web Layout _Collateral
CONTENTS
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OASIS AIRLINES Standards Manual
INTRODUCTION These guidelines describe the visual elements that represent Oasis Airlines’ corporate identity. This includes the name, logo and other elements such as color, type and graphics. Global recognition and consistent service is the unified image of our company. These guidelines reflect Oasis Airlines commitment to costumer’s satisfaction and engaging service. The Oasis Airlines brand, including the logo, name, colors and identifying elements, are valuable company assets. Each of us is responsible for protecting the company’s interests by preventing unauthorized or incorrect use of the Oasis Airlines name and marks.
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Contact Micael Butial at 510.837.5143 micael@oasis.com with questions or for possible exceptions regarding these guidelines
INTRODUCTION
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OASIS AIRLINES Standards Manual
MISSION STATEMENT
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MISSION STATEMENT
At Oasis Airlines, is where you start and end your get away. We strive for safety, top customer service with the sense of warmth and friendliness, and consistent value delivered by passionate people.
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OASIS AIRLINES Standards Manual
BRAND PERSONALITY It’s our job — all of us as keepers of the brand — to make sure that all of our communications are consistent with the following brand personality traits. By always infusing Oasis Airlines’ confident and engaging brand personality, we helped ensure customers would have an enjoyable and memorable experience with the brand. Our brand personality traits describe how we want our customers to perceive our company.
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EN
CONF HOS
G LO B A L NGAGIN G WARM FI D ENT
BRAND PERSONALITY
WARM We welcome families with our warmth and exclude no one. We are compassionate towards our customers.
GLOBAL We strive to reach and serve everyone across the six continents. And our customers to receive satisfaction
CONFIDENT We are confident with our service towards our customers. We ensure to give top of the line service
ENGAGING We are easy to talk too. We are friendly and welcoming. We listen to our customers’ needs and requests.
HOSPITABLE We are unpretentious and strive realness. We give honesty and respect to every single customers
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OASIS AIRLINES Standards Manual
COMPANY’S CLIENTELE Yearly, about 800 million passengers take to the skies, affording airlines countless opportunities to create impressions with their customers. Based on the realities of air travel today, it’s a monumental accomplishment for any carrier to ensure that the majority of these impressions help the experience it offers stand out for the right reasons.
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COMPANY’S CLIENTELE
OUR CLIENTS Our clients include all the walks of life , we welcome are passengers with open arms. Carries passengers all around the world, from 4537 flights everyday to 289 destinations across the six continents.
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OASIS AIRLINES Standards Manual
BRAND IDENTITY DESIGN OBJECTIVES We are inspired by looking at the company’s rich history and spoke with Oasis’ employees and customers. Our broad exploration resulted in a strategy that brought a modern, human and gracious delivery to every moment a customer spends with Oasis and an identity that included a bold, orange and blue, and graphic to capture th engaging and warm of the brand.
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A R B E D I E D
D N A Y T I T N E N G I ES S E IV
BRAND IDENTITY DESIGN OBJECTIVES
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OASIS AIRLINES Standards Manual
SERVICE & PRODUCTS Serving more than 160 million passengers every year, Oasis Airlines continues to evolve to meet the changing wants and needs of its customers, finding new and better ways to anticipate and respond throughout their entire journey. We carry passengers all around the world, from 4537 flights everyday to 289 destinations across the six continents.
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SERVICE & PRODUCTS
BUSINESS TRIPS Enjoy a world of benefits for you and your business. Apply to earn 30,000 bonus award miles after you spend $1,000 in the first three months.
GIFT CERTIFICATES Gift certificates are available in any amount between $25 and $10,000 and can be used toward the purchase of all types of air travel.
OASIS CREDIT CARDS We have four different credit cards available. Earn millage and get priority boarding. Travel and earn your points.
U.S. MILITARY & FEDERAL TRAVEL PRODUCTS Military personnel and eligible Customize your trip with a vadependents must have a riety of products and services. valid ID and must use personal Customize your ,miles, airport, credit cards for payment. and boarding choices.
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OASIS AIRLINES Standards Manual
TARGET AUDIENCE We carry passengers all around the world, from 4537 flights everyday to 289 destinations across the six continents. Serving more than 160 million passengers every year, Oasis Airlines continues to evolve to meet the changing wants and needs of its customers, finding new and better ways to anticipate and respond throughout their entire journey. We’re serving people just like us. When you craft your message, you want it to mirror your audience. Our audience is everyday people.
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TARGET AUDIENCE
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OASIS AIRLINES Standards Manual
PERSONA THE WILLIAMS FAMILY They travel twice a year for vacation and visit their family in Texas and Chicago. The couple enjoys going to resorts and enjoys playing tennis. During the month of July, the Williams plans a yearly trip and go across the globe. They have been to the safari in Zimbabwe, they visited the coast of Australia, and have a European tour for two weeks last year. The children takes ballet dancing lessons. Both of them go to exclusive private schools. They are a very cheerful family.
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PERSONA
SUZIE WILLIAMS (7 years) Very charming daughter. Likes to draw and color.
JEROME WILLIAMS (36 years) – father of 2, Works as a Financial analyst, and earns $95,000 a year
LAURA WILLIAMS (9 years) A promising ballet dancer. She sings and play the piano
CHERYL WILLIAMS (34 years) – mother of 2, Owns a bakeshop downtown. Earns about $35,000 yearly.
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OASIS AIRLINES Standards Manual
COMPETITIVE OVERVIEW Oasis Airlines will fly any plane, as long as it’s a Boeing, and let passengers sit anywhere they like -- as long as they get there first. Sticking with what has worked, Oasis has expanded its low-cost, no-frills, no-reserved-seats approach to air travel throughout the US to serve nearly 289 destinations across the globe. Now the largest carrier of domestic and international passengers, Oasis still stands as an inspiration for scrappy low-fare upstarts the world over.
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COMPETITIVE OVERVIEW
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OASIS AIRLINES Standards Manual
CURRENT LOGO SAMPLES JET BLUE AIRWAYS UNITED AIRLINES SOUTH WEST AIRLINES DELTA AIR LINES
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CURRENT LOGO SAMPLES
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OASIS AIRLINES Standards Manual
LOGO EXPLORATION Several explorations on sketches are made for
logo must never be crowded and not to detailed. Also
the logo mark. The mark comes from different
the consideration when colors are applied to the logo
inspirations, from water and land, flight, airplanes,
that it makes sense and not falls apart. It should be
movement, ancient sky deities, swirls, and many
unique and could stand on its own.
more. There are thing to consider in making the mark for OASIS Airlines: it should be easy to read on black and white, it could be easily translated to different surface medium, from paper to web and other collateral pieces. Also o it needs to convey the company’s personality which are: global, engaging, warm, confident, and hospitable. The logo mark should also be clear in form and easy to read. The
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LOGO EXPLORATION
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OASIS AIRLINES Standards Manual
LOGO TYPE STUDIES Sending a consistent and controlled message of who we are is essential to presenting a strong, unified image of our company. These guidelines reflect Oasis Airlines’ commitment The Oasis Airlines brand, including the logo, name, colors and identifying elements, are valuable company assets. Each of us is responsible for protecting the company’s interests by preventing unauthorized or incorrect use of the Oasis Airlines name and marks.
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LOGO TYPE STUDIES
The OASIS AIRLINES logo includes tow components: the curve going upward enclosed in a rounded rectangle and the OASIS AIRLINES logotype.
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OASIS AIRLINES Standards Manual
DIGITAL ROUGHS The OASIS AIRLINES logo mark represents flight and airplane. It represents warmth and friendliness. The logo-mark is surrounded by a rounded rectangle that represents stability of the company. The OASIS AIRLINES logotype is specially designed for the company. It denotes the company’s personality and objectives. It is geometric and full in shape. The contrast in weight between the logotype give emphasis on the company’s name.
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DIGITAL ROUGHS
OASIS OASIS A IA R ILRI N L IENSE S
AIA RL IR IN L IENSE S
AIR A LI R I NL E IN SE S
AIR A LI R I NL E IN SE S
A IA R ILRI N L IENSE S
A IA R ILRI N L IENSE S
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OASIS AIRLINES Standards Manual
FINAL LOGO
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FINAL LOGO
1x
1x
½x
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OASIS AIRLINES Standards Manual
FINAL LOGO The logo appears on all of the company’s visual communications, including the livery, aircraft interiors and signs. The logo represents more than just our name – it’s the primary means of identifying our company and our brand’s presence in the marketplace. Appropriate use of the logo is necessary for maintaining the integrity of our brand and presenting a unified image of the company.
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FINAL LOGO
300C RGB (31, 95, 172) CMYK (91, 67, 1, 0) #1f5fac 137C RGB (250, 162, 27) CMYK (0, 42, 99, 0) #faa21b 134C RGB (255, 209, 109) CMYK (1, 18, 67, 0) #ffd16d Black 6C RGB (17, 24, 3) CMYK (82, 72, 59, 75) #111821
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OASIS AIRLINES Standards Manual
LOGOS DO’S & DON’TS The logo should always be surrounded by a generous amount of open space to keep it free of any visually distracting elements. Typographic or photographic material should not infringe on the imaginary clear space indicated around 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. Any of the approved color renditions of the logo may be used as long as there is sufficient value contrast between the logo and the background
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LOGOS DO’S & DON’TS
x 1 LINE LOGO
x x
x ALTERNATE LOGO
x
v
v x
x 2 LINE LOGO
x x
x
vv
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OASIS AIRLINES Standards Manual
LOGOS DO’S & DON’TS THE LOGO ON A WHITE BACKGROUND The preferred appearance of the OASIS AIRLINES logo is on a white background in these color variations. No other color variations on a white background are permitted.
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LOGOS DO’S & DON’TS
ACCEPTABLE LOGO
ACCEPTABLE LOGO ALL BLACK
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OASIS AIRLINES Standards Manual
LOGOS DO’S & DON’TS THE LOGO ON COLORED A COLORED BACKGROUND The preferred appearance of the OASIS AIRLINES logo on background colors are also permitted when used in these color variations. The logo may not appear on any other color background, other than shown on the opposite page.
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LOGOS DO’S & DON’TS
WHITE LOGO ON OASIS AIRLINES BLUE AND ORANGE
BLACK LOGO ON OASIS AIRLINES BLUE AND ORANGE
COLORED LOGO ON OASIS AIRLINES BLUE AND ORANGE
WHITE LOGO ON BLACK BACKGROUND
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OASIS AIRLINES Standards Manual
LOGOS DO’S & DON’TS UNACCEPTABLE LOGO COLOR The preferred appearance of the OASIS AIRLINES logo on background colors are also permitted when used in these color variations. The logo may not appear on any other color background, other than shown on the opposite page.
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LOGOS DO’S & DON’TS
DO NOT MAKE THE LOGO A SOLID COLOR
ONLY USE OASIS AIRLINES CORPORATE COLORS
DO NOT REVERSE THE COLOR OF THE LOGO
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OASIS AIRLINES Standards Manual
STATIONARY SYSTEM
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STATIONARY SYSTEM
LETTERHEAD LAYOUT EXPLORATION
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OASIS AIRLINES Standards Manual
STATIONARY SYSTEM
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STATIONARY SYSTEM
2700 Victoria Center New York, NY 10453 +925 670 0000 www.oasisairlines.com
LETTER HEAD This page shows the approved layout with the primary elements of the OASIS AIRLINES stationary system for letterhead.
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OASIS AIRLINES Standards Manual
STATIONARY SYSTEM
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STATIONARY SYSTEM
BUSINESS CARD LAYOUT EXPLORATION
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OASIS AIRLINES Standards Manual
STATIONARY SYSTEM
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STATIONARY SYSTEM
BUSINESS CARD This page shows the approved layout with the primary elements of the OASIS AIRLINES stationary system for the business card.
PROXIMA NOVA BOLD 8pts. ROBERT HARRISON Aviation Specialist 2700 Victoria Center New York, NY 10453 +925 670 0000 robertharrison@oasis.com www.oasisairlines.com
PROXIMA NOVA ITALIC 8pts. PROXIMA NOVA REGULAR 8pts.
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OASIS AIRLINES Standards Manual
STATIONARY SYSTEM
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STATIONARY SYSTEM
ENVELOPES LAYOUT EXPLORATION
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OASIS AIRLINES Standards Manual
STATIONARY SYSTEM
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STATIONARY SYSTEM
2700 Victoria Center New York, NY 10453 +925 670 0000 www.oasisairlines.com
ENVELOPES This page shows the approved layout with the primary elements of the OASIS AIRLINES stationary system for the envelopes.
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OASIS AIRLINES Standards Manual
STATIONARY SYSTEM
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STATIONARY SYSTEM
STATIONARY SYSTEM This page shows the mocks of with primary elements of the OASIS AIRLINES stationary system.
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OASIS AIRLINES Standards Manual
WEB LAYOUT
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WEB LAYOUT
OASIS AIRLINES HOMEPAGE LAYOUT This page shows the mock of OASIS AIRLINES’ website homepage.
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OASIS AIRLINES Standards Manual
WEB LAYOUT Adequate white or clear space makes the page easier to read and navigate, and lends to a cleaner looking design. The following illustrate the standard margins we use for elements within our web pages. As important as color and font usage, consistent application of white or clear space gives our online communications a consistent and recognizable look.
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WEB LAYOUT
OASIS AIRLINES ABOUT vLAYOUT This page shows the mock of OASIS AIRLINES’ about page.
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OASIS AIRLINES Standards Manual
COLLATERAL
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COLLATERAL
OASIS AIRLINES HEADQUARTER’S SIGNAGE
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OASIS AIRLINES Standards Manual
COLLATERAL
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COLLATERAL
AIRPLANE PILLOW WITH OASIS AIRLINES LOGO
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OASIS AIRLINES Standards Manual
COLLATERAL
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COLLATERAL
AIRPLANE MONITOR DISPLAY FOR THE PASSENGERS
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OASIS AIRLINES Standards Manual
COLLATERAL
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COLLATERAL
SHOPPING AND GIFT BAGS
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OASIS AIRLINES Standards Manual
COLLATERAL
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COLLATERAL
OASIS AIRLINES PIN BADGES
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OASIS AIRLINES Standards Manual
COLLATERAL
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COLLATERAL
OASIS AIRLINES SHIRT MOCKS
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