BRAND PROPOSAL
AIR TANZANIA
Contents About Us The Challenge Research The Solution Logomark
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Colors 34 Typography 38 Visuals 40 Symbols 46 Applications 50
TABLE OF CONTENTS
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AIR TANZANIA
I.
OUR HISTORY
BACKGROUND
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About Us Since its establishment in 1977, Air Tanzania strives to set the standard for airline hospitality in Africa and around the world. We are the official flag carrier airline for Tanzania and we take immense pride in our service and the country we represent. As a midtier airline, we offer seats in both business and economy class to accommodate our potential travelers. We always provide a high degree of hospitality and care for our guests. Our brand centers around being cost-attainable without feeling low-cost. In addition to flying to the 11 destinations in Tanzania, we offer flights to 9 destinations around Africa and Asia. In times when an airplane is more than a vehicle to get you to where you need to go, we aim to make our flights a welcoming and fun experience. Air Tanzania stands to be a community partner and a leader in airline service.
ABOUT
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The giraffe — or twiga — was an iconic symbol of the brand
The Challenge With the rise of international competition, the goal of the brand is to show that Tanzania is a unique and an unmatched location to visit. We stand to be both the pride of the Tanzanian people as well as a friendly host to those visiting our beautiful country. With this rebrand, we hope to establish Tanzania as a prime location to travel to for adventurous travelers and to build greater trust with our existing customer base. We aim to create an authentic, welcoming atmosphere, so we can truly be worthy of the moniker, “The Wings of Kilimanjaro.”
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Plane with the previous Air Tanzania logo
CHALLENGE
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Research Tanzania is a vast country located in East Africa with a coast on the Indian Ocean. Home to approximately 125 ethnic groups, Tanzania is culturally, religiously, and linguistically diverse. It is also diverse in its landscape, from the heights of snowy Mt Kilimanjaro to the tropical islands of Zanzibar to the extensive, flat plains of Serengeti. Through research, we discovered the rich traditions and history of the country. Inspiration for the rebrand was drawn from the vibrant colors and textures of the landscape as well as the crafts made there.
RESEARCH
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The Solution By embracing the diversity of the culture, tradition, and wildlife, Air Tanzania can show what makes its namesake country lively, beautiful, and full of adventure. Many interesting visuals and textures come from their unique textiles and crafts. They express centuries of tradition and history in a compelling waythat looks distincly Tanzanian.
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Our Keywords
VIBRANT BOLD WORLDLY WELCOMING DISTINCT
CONTENT SOLUTION
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WOVEN
TOGETHER 16
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Brand Truth Tanzania is a complex tapestry of different people, landscapes, and experiences. All the pieces of what makes Tanzania unique are woven together, making the country’s identity stronger and more beautiful. It personifies its official motto, “Uhuru na Umoja,” Swahili for “Freedom and Unity,” since out of many, Tanzania has become one.
SOLUTION
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II.
A NEW LOOK
SOLUTION
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Logomark The logomark consists of a lettermark and a wordmark. It conveys a sense welcoming and openness while also referring to the shapes in Tanzanian textiles and landscapes It feels rhythmic yet solid and feels traditional and modern.
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CONTENT
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10x10 grid
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Lettermark The lettermark is made of the initials of Air Tanzania, stylized as a lowercase ‘a’ and an uppercase ‘T’. The mark draw inspiration from the geometry and lines of Tanzania’s textiles and beadwork. All the shapes in both textiles and beading are disparate and distinct but come together to form a greater pattern, much like Tanzania itself. The lettermark is made on a 10x10 grid, further referencing textiles and plaid patterns found in Tanzania.
LOGO
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Custom Type For the wordmark, the typeface, BW Modelica, was modified to enhance its geometry and to make it feel more aerodynamic. The counter forms of the four a’s were made into perfect circles to reflect the ‘a’ in the lettermark. The corners of parts of the ‘T’ and ‘a’ were also rounded to feel airier and less static.
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air Tanzania original
modified
BLACK LOGOMARK
WHITE LOGOMARK
CONTENT
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ALTERNATE COLOR WAYS
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ALTERNATE COLOR WAYS
CONTENT
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Mount Kilimanjaro 3.0674° S, 37.3556° E
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PHOTO OVERLAY
CONTENT
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Logo Clearance Logo clearances makes sure that elements are not crowding each other in use. There should be a space of at least 5% of the total width of the logo around the mark. There should be a space of at least 25% of the total width of the icon.
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Logomark
5%
7%
5%
Icon
25%
25%
CONTENT
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Tarangire National Park 3.9507° S, 35.8661° E
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Colors The colors chosen reflect the natural landscape of Tanzania: blue for the sky and mountains, green for the trees and the grass, and orange for the sun and the dirt. The use of lighter, more pastel tints of the primary colors sets Air Tanzania apart from neighboring airlines’ hypersaturation and gives the brand a younger, fresher feeling. Green is the primary hue out of the palette. Orange and blue are accent colors. Orange is used in printed pieces while blue is used in digital components and wayfinding (with the exception of more complicated systems like the inflight magazine).
COLORS
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PROPORTIONAL COLOR USAGE
Serengeti Green
R0 G171 B106 | C80 Y0 M75 K0 | #00AB6A
Flora Green
R0 G61 B35 | C100 Y40 M100 K60 | #003D23
Kilimanjaro Blue
R202 G228 B232 | C23 Y2 M9 K0 | #CAE4E9
Zanzibar Blue
R11 G82 B163 | C95 Y69 M0 K2 | #0b52a3
Beach Orange
R252 G215 B201 | C0 Y19 M18 K0 | #FCD7C9
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Iron Orange
R241 G126 B83 | C1 Y62 M68 K0 | #F17E53F
COLOR PAIRINGS
COLOR TRIOS
COLOR GUIDES Above are guides that show which colors should be used together. Colors can be in pairs or trios and can be overlaid over each other. The Proportional Color Usage refers to how much a color is used in the brand overall, not in individual visuals or items.
COLORS
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Typography BW Modelica is the primary typeface of the brand system and is used in the wordmark. The typeface is used for headers and titles. BW Modelica brings a friendliness to the brand while also reflecting the geometry in the logomark.
Cofo Sans is the secondary typeface of the brand. The typeface is used for the body text and captions. Cofo Sans has characteristics and letter forms similar to BW Modelica while being more legible in larger blocks of text.
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BW Modelica
A B C D E FG H I JKL M N OPQ RSTUVWX Y Z abcdefg h i jk l m n o pqrst uvw xyz
Cofo Sans
A B C D E FGHIJ KLM N O P Q RST U V W XYZ abcd efgh ij klm n opqr st u v w xyz
CONTENT
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STRUCTURE
10x10 Grid
Other Visuals The brand’s secondary visuals are inspired by geometric Tanzanian textiles and bead work. There are 3 levels of visuals: Blocks, Patterns, and Compositions. The following examples use Serengeti and Flora Green in order to clearly display the visuals. Refer to the Color guide for color options or contact the designer for clarification.
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Example of Block on the Grid
BLOCKS
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LEVEL 1 — BLOCKS Blocks are single square visuals made on the 10x10 grid. They are the most basic visual element in the system and they can be combined together to make bigger Patterns and Compositions as seen on the following pages. Think of them as building blocks that will create a larger structure.
Blocks follow these rules: 1. Blocks are always made on the 10x10 grid. 2. No new blocks can be created unless specified. 3. Blocks should not be used on their own as major visual elements. 4. The only blocks that can be used on their own are blocks #1 and #2. They are used as icons in digital applications (to the right).
VISUALS
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PATTERNS
Original Block
Pattern
LEVEL 2 — PATTERNS Patterns are the next level of visuals that build on blocks. Patterns are Blocks that are repeated. Only one block should be repeated in a Pattern. Patterns can be used in food packaging, the plane wrap, credit card backgrounds, and wall graphics. Since there are only 10 blocks, there are only 10 possible Patterns. Above are examples of how Patterns are created.
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Original Block
Pattern
Original Block
Pattern
Original Block
Pattern
VISUALS
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COMPOSITIONS
Original Blocks
Composition
LEVEL 3 — COMPOSITIONS Compositions are the third level of visuals. Compositions stack multiple different Blocks together to create one graphic and are more complex than Patterns. A maximum of three different style blocks can be used in creating a composition. Compositions are used for environmental graphics, backs of business cards, and on visual-heavy packaging, like food containers. Above and on the next page are brand approved compositions. See our website for all approved visuals.
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Original Block
Composition
Original Blocks
Composition
VISUALS
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Arrows Arrows are used as symbols in the branding system. All elements are made on the 10x10 grid. There are two kinds of arrows used in the brand (seen to the right. The first is used as an element to call out sections and information. It is a general use arrow. They can be largely seen in printed items like this brand book. The symbol references aviation arrows and gives the system a streamlined look. The second is used primarily in some navigation and digital applications. They point to where you should go or what to press. They references adventure, the direction arrows you may see on paths and the sign on the top of Mt Kilimanjaro. See Applications for examples of usage.
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GENERAL USE ARROW
Solid
Outlined
NAVIGATION ARROW
Solid
Outlined
VISUALS
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III.
APPLICATIONS
APPLICATIONS
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AIRPLANE WRAP
APPLICATIONS
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STATIONERY
APPLICATIONS
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WEBSITE
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MOBILE APP
CONTENT APPLICATIONS
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DETAILS FROM WEBSITE
EXPLORE KILIMANJARO, ZANZIBAR, AND EVERYTHING IN BETWEEN. Trips starting at $62
APPLICATIONS
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APPLICATIONS
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BAGGAGE CLAIM
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AIRPORT SIGNAGE
APPLICATIONS
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IN-FLIGHT MAGAZINE
APPLICATIONS
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COFFEE CUPS
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UNIFORMS
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PLANE INTERIOR
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CREDIT CARDS
APPLICATIONS
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APPLICATIONS
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LUGGAGE TAG
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CONTENT
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CARA TARMEY Massachusetts College of Art and Design Spring 2020
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