SPIRIT BRAND STANDARD MANUAL 2017
TABLE OF CONTENTS INTRODUCTION
STATIONERY
6: Vision 7: Mission 8-9: Key Words
29: Business Cards 30: Envelope 31: Letterhead
LOGO
COLLATERAL
12-13: Logo 14-15: Logo Spacing 16-17: Correct Logo Use 18-19: Incorrect Logo Use 20-21: Typography 22-23: Pattern 24-25: Color Palette
35: Pen 36: Bag 37: Pin 38: Ticket 39: Tag 40: ID Badge 41: Binder 42: Cup 43: Credit Card 44: Plane 45: Door Hanger 46: Billboard 47: Web
INTRODUCTION
INTRO
VISION Spirit Airlines is committed to offering the lowest total price to the places we fly, on average much lower than other airlines. Our vision describes our ideals and reflects the essence of what we have become. We feel it represents our airline and believe it inspires us to work towards a clear direction as a whole.
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INTRODUCTION
INTRO
MISSION We start you off with an unbundled, stripped-down Bare Fare™. Then you get Frill Control™ which allows you to pay only for the options you choose - like bags, seat assignments and refreshments - the things other airlines bake right into their ticket prices. We help people save money and travel more often, create new jobs and stimulate business growth in the communities we serve. With our Fit Fleet™, the youngest fleet of any major U.S. airline, we operate more than 400 daily flights to 59 destinations in the U.S., Latin America and the Caribbean. Our mission statement describes the overall goal of our airline. It represents why we exist and defines how we will work to achieve our mission.
INTRODUCTION
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INTRO
KEY WORDS RELIABLE CLEAN 8
INTRODUCTION
INTRO
ACCESSIBLE
FRIENDLY
ECONOMICAL INTRODUCTION
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LOGO
LOGO
SPIRIT The Spirit brand represents a welcoming and experienced airline driven by low fares and quality service. The word mark gives a sense of speed. We pride ourselves on being one of the best airlines in the Americas. The secondary marks help strengthen our brand and personality. The sun represents our excellent service to the Caribbean and Latin America. To express movement taking you on the vacation of your life, the center of the sun has a spiral. We also have a mark of clouds to use on web and print collateral.
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LOGO
SECONDARY MARKS
The secondary mark should be mainly be used as a secondary asset to collateral. It should also be used when space does not permit usage of the primary corporate signature.
This secondary mark is used only in the use of our company pattern for web and collateral.
LOGO
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LOGO SPACING
LOGO SPACING The minimum clear space is designated by the width of the letter “I” in the Spirit logomark. This space applies all around the signature. The desired clear space area for marketing and advertising materials is the letter “S” in the Spirit logomark.
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LOGO
SPIRIT
LOGO SPACING
SPIRIT LOGO
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CORRECT LOGO USE
CORRECT LOGO USE The Spirit logo should not be altered or abused in any way, but should be respected and protected as our brand identity. By following the approved graphic standards, Spirit’s brand identity fosters familiarity and confidence to people outside the airline who recognize it as representing the airline exclusively. The officially approved logo should appear on all documents and collateral. - You may use the horizontal logo for routine use - You may use the black logo on top of our cloud pattern - You may use the black logo on light coloured or white backgrounds - You may use the white logo on dark coloured or black backgrounds 16
LOGO
CORRECT LOGO USE
SPIRIT SPIRIT SPIRIT SPIRIT LOGO
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INCORRECT LOGO USE
INCORRECT LOGO USE The consistent and correct application of the Spirit logo is essential. Always follow the standards presented in these guidelines. The examples here illustrate some of the unacceptable uses of the logo - Never reproduce the logo in non-approved colours. - Never stretch or alter the logo’s proportions. - Never print on top of the logo. - Never place over a busy background that is not ours. - Never alter the horizontal orientation of the logo. - Never rearrange the elements of the logo. 18
LOGO
INCORRECT LOGO USE
SPIRIT SPIRIT
Type on top of logo Type on top of logo Type on top of logo
SPIRIT
SPIRIT
SPIRIT LOGO
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TYPOGRAPHY
TYPOGRAPHY Gotham and Utopia are the typeface we chose for our company. Gotham is a bold san serif typeface that catches the eye. It is primarily used to the logo, as well as headings and titles. Utopia has a simple yet elegant style that is easy to read and has various of sizes. This secondary typeface is used for body copy for print and web. Both achieve professionalism while being very simplistic serif and san serif typefaces.
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LOGO
GOTHAM FAMILY ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789
TYPOGRAPHY
UTOPIA FAMILY ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 LOGO
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PATTERN
PATTERN Our pattern can be used throughout the airline’s web and collateral. With the use of the logo and inspiration from the sky, we were able to create a pattern that tied in with the overall vision of the airline and flight.Â
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LOGO
PATTERN
LOGO
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COLOUR
Pantone 130 UP HEX #FDB733 R253 G183 B51 C0 M31 Y90 K0 24
LOGO
COLOUR
Pantone 1787 UP HEX #F37976 R243 G121 B18 C0 M66 Y45 K0
LOGO
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STATIONERY
STATIONERY
STATIONERY Spirit stationery plays a key role in the communication of our airline’s identity to the public and to our staff. It offers exposure to our logo and overall image outside our business. It is crucial our stationery is produced consistently and accurately by following the guidelines for colour as well as logo and type positioning.
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STATIONERY
BUSINESS CARDS
STATIONERY
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ENVELOPE
30
STATIONERY
LETTERHEAD
STATIONERY
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COLLATERAL
COMPANY COLLATERAL
COMPANY COLLATERAL As a successful airline, uniformity is important to keep Spirit unique and together. With a wide range of collateral pieces, we keep everything tied together and professional. Creating essential items for our customers and staff that works with our brand standards help keep everything cohesive. These pieces are vital to Spirit and the way we want to be portrayed by our customers.
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COLLATERAL
PEN
COLLATERAL
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BAG
36
COLLATERAL
PIN
COLLATERAL
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TICKET
38
COLLATERAL
TAG
COLLATERAL
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ID BADGE
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COLLATERAL
BINDER
COLLATERAL
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CUP
42
COLLATERAL
CREDIT CARD
COLLATERAL
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44
COLLATERAL
DOOR HANGER
COLLATERAL
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BILLBOARD
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COLLATERAL
WEB
COLLATERAL
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