Brand Identity Guidelines
Aeromexico
Brand Identity Guidelines
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Brand Identity Guidelines
Aeromexico
Brand Identity Guidelines
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Brand Identity Guidelines
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Brand Identity Guidelines
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TABLE OF CONTENTS
Introduction About Aeromexico
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Logo Final Logo
10 13 15 16 18 19
Brand Values
Clear Zone Logotype Monochrome Version Secondary Marks Logo Misuse
Brand Elements Typeface
Type Treatment Color Palette Color Usage Pattern Photographic Style Photographic Treatment
Print Collateral Stationery Overview Business Card Letterhead Envelope Membership Card Boarding Pass
Applications Website
Mobile App Livery Airport Cabin Uniform Advertising Campaign
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Metropolitan Cathedral of the Assumption, Mexico City, Mexico
Brand Identity Guidelines
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Introduction Logo Brand Elements Print Collateral Applications
INTRODUCTION About Aeromexico Brand Values
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Introduction
About Aeromexico
Aerovías de México, S.A. de C.V. operating as Aeromexico, is the flag carrier airline of Mexico based in Mexico City. It operates scheduled services to more than 56 destination in Mexico; North, South, and Central America; the Caribbean, Europe, and Asia. Its main base and hub is Mexico City International Airport, with a secondary hub at Monterrey. Grupo Aeromexico includes Aeromexico mainline and Aeromexico Connect (regional subsidiary). The group held #1 place in domestic market share with 36.6%, and #2 place behind American Airlines with 15.3% of the international market share, in the 12 months ending March 2014, becoming Mexico’s largest domestic airline group. Aeroméxico is one of the four founding members of the SkyTeam airline alliance, along with Air France, Delta Air Lines, and Korean Air.
“Mexico’s Global Airline”
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Introduction
About Aeromexico
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Introduction
Brand Values
What Are We like? Global, Reliable, Modern, Caring, Efficient, Welcoming
Aeromexico is your best connection to all of Mexico, and via our modern Mexico City hub, to Central America, South America, Cuba and Santo Domingo. Warm hospitality awaits you on your flight with free beverages and snacks, and on international flights, free meals. Our Clase Premier Business Class features fine wines and meals designed by renowned chefs like Enrique Olvera. Our modern 787 Dreamliners and 737-800s have comfortable seats and personal video screens.
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Cueva Ventana / Window Cave, Utuado Area, Puerto Rico
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Brand Identity Guidelines
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Introduction Logo Brand Elements Print Collateral Applications
LOGO Final Logo Clear Zone Logotype Monochrome Version Secondary Marks Logo Misuse
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Temple of Kukulkรกn, Chichen Itza, Mexico
Brand Identity Guidelines
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Logo
Final Logo
Final Logo The new logo “AM Arrow” for Aeromexico has several meanings behind it. It is a north arrow formed with the shape of “A” and “M”, which stands for the name of the brand. The north arrow is the symbol of direction and navigation, and the three trian- gle-like shapes symbolize progressing to different directions, which speak for the identy of Aeromexico as a transportation brand. As a symmetrical mark, it looks stable, showing that it is a safe and reliable company that people can depend completely on.
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Logo
Final Logo
Logo Mark
Logotype
The logotype is based on Gotham, a sans-serif font designed by Tobias Frere-Jones in 2000. Serifs have been added, in order to emphasize the efficient and global voices of Aeromexico.
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Brand Identity Guidelines
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Logo
Clear Zone
In order to maintain the integrity of the logos, clear zones have been established for each use. The clear zones indicate the area in which no other text or graphic is to appear.
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Logo
Monochrome Version
Sometimes due to production costs, only one color of ink is available and so Aeromexico ogo must be reproduced using only one color. In this scenario, the logo, logotype, or symbol must be used following the convention of using a light color type on a dark background or in a dark color type on a light background. The logotype and/or symbol outline must be clearly distinguishable from the background color.
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Brand Identity Guidelines
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Logo
Monochrome Version
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Logo
Secondary Marks
Secondary marks are designed for Aeromexico’s subsidiaries. Bright gradations are used to match the major logo, and to show it’s welcoming voice.
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Brand Identity Guidelines
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Logo
Logo Misuse
Do not add drop shadows.
Do not change the position of logo mark.
Do not stretch the logo.
Do not fill in multiple colors
Do not change the proportion of logotype and logo mark.
Do not rotate the logo.
Do not multiply the logo.
Do not contain the logo in a shape.
Do not put the logo on a colorful image.
Do not add gradation to the logo.
The identity system must not be altered or manipulated. Always present the logo fully, being clearly visible. The examples here illustrate some of the most common application errors.
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Brand Identity Guidelines
Playa Forum, Cancun, Mexico
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Introduction Logo Brand Elements Print Collateral Applications
BRAND ELEMENTS Typeface Type Treatment Color Palette Color Usage Pattern Photographic Style Photographic Treatment
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Brand Elements
Typeface
We are using Gotham and ITC Franklin Gothic Std, both are simple, friendly and universal sans-serif typefaces, allowing Aeromexico to emphasize its welcoming and global voices.
Primary Typeface
Gotham
Gotham Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 Gotham Book ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 Gotham Regular ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789
Sencondary Typeface
ITC Franklin Gothic Std
ITC Franklin Gothic Std Demi ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 ITC Franklin Gothic Std Demi ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 ITC Franklin Gothic Std Book: ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789
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Brand Elements
Typeface Treatment
SEATS & CABINS Clase Premier on our Dreamliners
Primary Headline Gotham Bold 36 pt
Secondary Headline Gotham Book 26 pt
Sky Interiors
Tertiary Headline ITC Franklin Gothic Std Demi 20 pt
Our 737-800 include amenities like in-seat power, personal on-demand entertainment system, and a cabin outfitted with SkyInteriors LED mood lighting. Get more space at the front of the cabin and the time saving perks of AM Plus, our Economy Plus, like priority check-in, boarding, and baggage handling. Our new service lets you choose a specific seat when booking your trip, whether you are traveling alone or want to travel seated next to each other as a family or group.
Body Copy ITC Franklin Gothic Std Book: 11 pt
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Brand Elements
Color Usage
Primary Colors AM Red Pantone 7636C HEX: #2e006c RGB: 168/32/74 CMYK: 17/100/65/4
AM Orange Pantone 165C HEX: #e76727 RGB: 231/103/39 CMYK: 0/74/94/0
AM Purple Pantone 2685C HEX: #2e006c RGB: 46/0/108 CMYK: 93/100/18/21
AM Gray Pantone 165C HEX: #53534b RGB: 83/83/75 CMYK: 62/54/64/36
Secondary Colors
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AM Yellow Pantone 107C HEX: #fbe122 RGB: 251/225/34 CMYK: 0/0/92/0
AM Green Pantone 2270C HEX: #2dc84d RGB: 45/200/77 CMYK: 61/0/73/0
AM Blue Pantone 2145C HEX: #004ea8 RGB: 0/78/168 CMYK: 98/62/0/14
AM Pink Pantone 2038C HEX: #ef60a3 RGB: 239/96/163 CMYK: 0/68/0/0
Brand Identity Guidelines
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Brand Elements
Color Usage
The primary colors make up 60% of the colors used by Aeromexico.
Grey colors of different values make up 30% of the colors used by Aeromexico.
Secondary colors make up 10% of the colors used by Aeromexico.
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Brand Elements
Pattern
Two kinds of patterns are used by Aeromexico. One is the repetitive logo of AM Arrow, the other is the classic gradation which can be used in three ways: horizontal, vertical and 45 degrees.
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Brand Elements
Pattern
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Brand Elements
Photographic Style
Photos play an important role for Aeromexico. The main photographic style features a fresh, welcoming and warm feeling. The look and feel of the image varies based on the situation—it’s for a lifestyle ad, promotion ad or social media feed. But ovarall, the vide of images is consistant, showing Aeromexico is a reliable and friendly airlines, always paying close attention to passengers’ experience and feelings.
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Brand Elements
Photographic Style
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Brand Elements
Photographic Treatment
Two kinds of photographic treatment are used, mostly for adsertising campaigns, including outdoor billboards and print ads. One treatment is to add a gradient layer to the image, to create a passionate and welcoming vibe of Aeromexico. The other treatment is converting the image to a duotone, to show the dynamic and vibrant voices of the brand.
Style 1
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Brand Elements
Photographic Treatment
Style 2
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Arch of Cabo San Lucas, Baja California Sur, Mexico
Brand Identity Guidelines
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Introduction Logo Brand Elements Print Collateral Applications
PRINT COLLATERAL Stationery Overview Business Card Letterhead Envelope Membership Card Boarding Pass
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Print Collareral
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Stationery Overview
Brand Identity Guidelines
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Print Collareral
Stationery Overview
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Print Collareral
Business Card
Business Card Size: 3.5 in x 2 in The classic gradiation of Aeromexico is used on the back side of business card. Each subsidiary has its own type of business card, all with gradation on the back.
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Brand Identity Guidelines
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Print Collareral
Business Card
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Print Collareral
Letterhead
Letterhead Size: 8.5 in x 11 in
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Print Collareral
Envelope
Envelope Size: 4.125 in x 9.5 in (#10)
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Print Collareral
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Membership Card
Brand Identity Guidelines
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Print Collareral
Membership Card
Membership Card Size: 3.370 in × 2.125 in Club Premier is the frequent flyer program of Aeromexico.There are three levels of membership card— red, silver and gold—so that passengers can earn miles when they fly with Aeromexico, SkyTeam and other participating airlines.
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Print Collareral
Boarding Pass
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Guanajuato City, Leon, Mexico Brand Identity Guidelines
Aeromexico
Introduction Logo Brand Elements Print Collateral Applications
APPLICATIONS Website Mobile App Livery Airport Cabin Uniform Advertising Campaign
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Applications
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Website
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Applications
Website
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Applications
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Mobile App
Brand Identity Guidelines
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Applications
Mobile App
App Icon
Iconography
iOS App Aeromexico’s redesigned iOS app aims to make your travel easier and more delightful. You can set up notifications for a specific flight, have your boarding pass sent directly to your phoneon select flights, and check in within minutes.
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Applications
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Mobile App
Brand Identity Guidelines
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Applications
Mobile App
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Applications
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Mobile App
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Applications
Mobile App
App Icon
Apple Watch App With just a glance at your wrist, you can view upcoming trips and check in, see where you are and when you’ll land while onboard, and get gates and baggage claim information.
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Applications
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Mobile App
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Applications
Mobile App
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Applications
Livery
3/4 Front View
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Applications
Livery
Side View
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Applications
Livery
Bottom View
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Applications
Livery
3/4 Front View
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Applications
Airport
Check-in Counter
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Applications
Airport
Self Check-in Kiosk
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Applications
Airport
Club Premier Lounge
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Applications
Airport
Boarding Sign
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Applications
Airport
Jet Bridge
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Applications
Airport
Jet Boarding Stairs
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Applications
Cabin
In Flight Entertainment
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Applications
Cabin
Seating
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Applications
Cabin
In Flight Headphones
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Applications
Uniform
Flight Attendant Name Tag
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Applications
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Uniform
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Applications
Uniform
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Applications
Advertising Campaign
Promotional Posters In this series of promotional posters, three slogans are created to emphasize the charm of Latin America and the Aemomexico’s welcoming voice. As an airline company, Aeromexico’s dedicated to offering nicer service and experience to passengers, and making their journey better from the starting point.
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Applications
Advertising Campaign
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Applications
Advertising Campaign
Poster in Context
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Brand Identity Guidelines
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Applications
Advertising Campaign
Poster in Context
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