PERUVIAN AIR
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PERUVIAN AIR
Contents Our Story pg.04
Sub-Brands pg.36
Standards pg.14
Color Palette
pg.40
Brand Identity
Typography
pg.44
pg.16
Imagery pg.48
Logo Spacing
Applications
pg.32
pg.50
PERUVIAN AIR
Logo pg.20
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ABOUT US
We are your local South American airline Peruvian Air is the airline of all Peruvians. We are a local South American airline, with eight local routes and one international stop. Since our foundation, October 29, 2009, we have united more than five million Peruvians among the different national destinations to which we provide service. Committed to always providing a quality service, at Peruvian Air we develop our processes under the highest standards of product and service.
PERUVIAN AIR
Our services began with private chartered flights within in Peru, where we began to understand the need for an airline that was by the people of Peru for the people of Peru. Airlines in South America have become gradually only become focused on the money and charging high prices for uncomfortable spaces. Additionally airlines have been filled with the idea of exclusivity and unattainable grandeur.
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Travel is already full of stress enough as it is, we strive to be inclusive and accepting of all types of people, ranging from gender to ethnicity. Being inclusive should be the standard across the board, and it has been one of our core values. This idea has become our north star and guided us as we expand our flight routes to include the intercontinental community. In addition, one of the advantages for which we work every day is always to offer the best market prices.
Two Farmers From Cusco OUR STORY
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The Rainbow Mountain
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OUR STORY
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A boy dressed in Traditional Peruvian garb in the Festival of Colors in Cusco
Two mountain shepherds in the Andes
MISSION & PERSONALITY
The best flights below the equator Providing South Americans with the best and safest flight experience is our top priority. Making sure our prices are reliable and do not shift, plus maintaining a competitive edge over the other airlines in South America is a distinction we are proud of. Secondly, our pre-flight experience is very important to us because travelling can be expensive and very full of stress. We create a low stress environment by not charging penalties to change dates. On top of that, inclusivity is always on our mind so native Peruvians and those outside of the country pay the same fares. The cherry on top of this is our promise to only every offer advantages and never penalize anyone. Our spotlight isn’t on ourselves—it’s on the people of Peru and their vast history, dating back to the 12 century Incan civilization. Mixed with the warmth of the Peruvian people and the incredible history is the rich cultures, filled with traditions, that bring a sense of family throughout the country. The heart of Peru is in it’s people.
OUR STORY
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Loyal Inclusive Determined OUR CORE VA L U E S
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WHY DID WE CHANGE?
Flying on Peruvian Air is a different experience Following an accident that occurred on 28 March 2017 with one of our flights, we decided that it would be best to reinvent ourselves and evolve as a brand. Out with the old and in with the new and we are excited about the refresh. With this refresh we have renewed our fleet and we are putting at the service of our passengers modern aircraft, with better technology, efficiency and comfort. At present, our entire fleet is made up of aircraft from the Boeing factory in the United States, which guarantees uniformity in the fleet and greater efficiency in the handling of spare parts for a better maintenance service. To the three Boeing 737-200s with which we started operations, five Boeing 737-300, 737-400 and two 737-500 aircraft have been added, ideal for midrange operations that will allow us to offer a better service at the domestic level. , Interconnecting new destinations and increasing the frequencies to the destinations that we already operate. Likewise, this new fleet will allow us to start shortly international and regional operations, adding new destinations to the city of La Paz, our first international destination. Very soon we will begin our flights to the cities of Guayaquil and Havana. OUR STORY
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EIGHT COMMITMENTS
We promise to hold ourselves to these eight standards THE SERVICE
SAFETY
We are committed to provide our customers with an excellent service, with a high quality standard, always thinking about meeting the needs and meeting the expectations of our customers. A warm, personalized, responsible and reliable service whose permanent improvement guarantees the quality of our services.
Comply with national and international air regulations for the transport of passengers and cargo, establishing and raising awareness among our staff to develop optimal working conditions, using adequate resources and equipment, to ensure safety and confidence in our services in air and land.
I N N O VA T I O N
Ensure that our team performs its functions properly, so that our operations are carried out in accordance with the provisions, complying effectively with the departure and arrival times of the flights we schedule.
We seek to offer cutting-edge products using the latest in aeronautical industry technology, creatively generating new solutions that allow us to differentiate ourselves from the competition and anticipate the demands of our market. RESULTS
We will seek mediable results and clearly generators of added value for the company, as a consequence of doing things in a completely, effective and timely manner, with the greatest possible simplicity.
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LEADERSHIP
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We seek to give our activities and employees a common purpose and direction, training and motivating others to promote team-work and implement the best work practices.
PUNCTUALITY
ATTENTION
Provide a cordial and preferential treatment to each of our passengers, making them feel that they are the most important for our company and that we are interested in their safety and comfort. IMPROVEMENTS
Implementation of our services and routes according to the future needs of our customers.
OUR STORY
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BRAND IDENTITY
The Brand Identity
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Machu Picchu
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R AT I O N A L E
Seeing with new eyes The rationale for our identity was to create a powerful symbol, that is clear and easy to understand that evokes a sense of familiarity. The logotype was carefully chosen and crafted to be modern, while being highly legible. A refined combination mark allows the logo to be represented in multiple forms and manners as it can become dynamic. All of the elements of this new identity originate from the icon part of the logo, from the patterning all the way to the image cropping. This multiple functionality allows the brand to be recognizable even without the logo being present, and in a saturated airline market sometimes not having the logo allows the viewer to visually breathe.
BRAND IDENTITY
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C O M B I N AT I O N M A R K
Logo
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The logo is comprised of two elements: the logo symbol and the wordmark. The wordmark is an adjusted version of I TC Avant Garde Gothic, as the forms of the typeface compliment and balance perfectly with the logo symbol. The wordmark is first and the logo second to create a sense of movement and play off the idea that the curvatures of the combination mark are aerodynamic. Secondly, placing the wordmark first allows the counterform of the symbol to be accentuated. The symbol was carefully crafted to embody the letter P, while containing the silhouette of the condor, the national bird of Peru, in the counterform. Logos that play with form and counterform are also more memorable as most have an eureka moment with the mark, forming a stronger relationship with it.
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LOGO GRID
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Symbol Construction The symbol was created in order for brand flexibility because a symbol can function as an icon, or a favicon, or even a reduced version of the complete logo.
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ORIGINAL
ADJUSTED
Customized Typeface
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The typeface ITC Avant Garde Gothic was chosen but in order to create the mark for logo, terminals from specific letters were removed so that the relationship between the letters were streamlined and enhanced the curvature of word.
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ORIGINAL
BRAND IDENTITY
ADJUSTED
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BRAND IDENTITY
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BRAND IDENTITY
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Peruvian Condor flying in the Andes
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x
10x
ICON
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C O M B I N AT I O N M A R K
luggage WORDMARK
The spacing for sub-brands needs double padding on the right hand side in order to visually balance the wordmark with the typography.
Spacing The brand assets must not be warped outside of the guides and rules given in this page. Creating a strong guide lies in the proper use of the assets and allowing elements to breathe and not be flooded with elements and unintentional overlapping. BRAND IDENTITY
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Don’t do any of this please
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D O N ’ T C H A N G E T H E O R I E N TAT I O N
DON’T USE OFF BRAND COLORS
DON’T COMPRESS
DON’T REARRANGE
DON’T COMPRESS
KEEP THE LOGO UPRIGHT
DON’T EMBOSS
N O D RO P S H A D OW S
NO BUSY BACKGROUNDS
BRAND IDENTITY
DON’T SHEAR
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wifi first class menu luggage staff claim Sub-Brands
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The wordmark by itself allows for a flexible system of subsidiary brands and products that are simple typographic expressions and always relate to the parent brand—all branches of the identity are tied seemlessly to the new logo.
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diamond gold silver bronze relax on fly on
BRAND IDENTITY
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The grid as a secondary element
BRAND IDENTITY
The grid of the icon symbol is the main element that is used for patterning and color fills. The combination of circles and subdivisions creates a field of dynamic shapes. The field can be filled in with color, used as a mask for images, or the grid can be used as a graphic element.
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THE FLAG
The new color palette The new color palette is inspired from the colors of the Peruvian flag. The reds and maroons of the flag create a systematic palette—also used is the abundant use of white to reduce printing costs all the way from airplane wraps to business cards. Secondly, using white differentiates the brand in the South American market, that is saturated with colors. Using a refined and limited color palette puts the focus on the mark rather than an jungle of color.
BRAND IDENTITY
dummy caption for now
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Color Values
Peruvian Red
Cloud White
CYMK
CYMK
0 90 85 0
0 0 0 0
RGB
RGB
2 39 64 54
255 255 255
HEX
HEX
E F 4036
FFFFFF
Royal Crimson
Night Black
CYMK
CYMK
2 4 93 95 17
0 0 0 100
RGB
RGB
1 74 47 38
0 0 0
HEX
HEX
AE2F26
000000
BRAND IDENTITY
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TC AVAN 44
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Xx Yy Zz
NT TYPOGRAPHY
ITC Avant Garde Gothic
Inspired by the 1920s German Bauhaus movement, ITC Avant Garde Gothic was designed by Herb Lubalin and Tom Carnase in 1970. The typeface design was based off the logo Lubalin created for Avant Garde magazine. One cool thing I like about Avant Garde is all the crazy alternate characters it contains like the sloped A and V, although it’s easy to go too far with the alternates—Ed Benguiat once said, “The only place Avant Garde looks good is in the words Avant Garde.” Avant Garde is famously used in the Adidas logo.
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GAR GAR MO MO PERUVIAN AIR
TYPOGRAPHY
Garamond
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Adobe Garamond was designed by Robert Slimbach and released in 1989. However, the Garamond typeface has a long history spanning many centuries. The original versions were based off the designs of Claude Garamond dating back to the sixteenth century. Garamond is commonly used for setting type in printed books but has also started to become a popular font used on the web.
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Xx Yy Zz
BRAND IDENTITY
RAOUN 47
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V I S UA L S
Imagery The photography chosen needs to best represent the people of Peru. The photos chosen should include either a native Peruvian or an animal that is from the country. The photo should also be rich in color and show off the vibrant patterns of the textiles. Secondly photos that make use of red well are high priority and should be used first in branding materials.
BRAND IDENTITY
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Brand Applications
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A P P L I C AT I O N S
Inflight Magazine
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A P P L I C AT I O N S
Airplane Wrap
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Baggage Claim
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Terminal Signage
Inflight Service
A P P L I C AT I O N S
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Billboard
A P P L I C AT I O N S
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Business Card
A P P L I C AT I O N S
Stationary
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Airline Ticket
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Credit Cards
A P P L I C AT I O N S
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