IDENTITY MANUAL
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TABLE OF CONTENTS THE COMPANY INTRODUCTION 3
THE BASICS
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LOGO 6 COLORS 16 TYPE 18
STATIONERY 20 LETTERHEAD 22 ENVELOPE 24 BUSINESS CARD 26
TOUCHPOINTS 28 ADVERTISING 30 KIOSK 34 CHECK-IN 36 UNIFORM 38 AIRPLANE 40 INTERIOR 44 VEHICLE 48 BOARDING 50 ESSENTIAL TRAVEL KIT 54
THE 2
INTRODUCTION Aereo Argentina strives to provide the best customer service that leaves its consumers wanting to come back for more. Aereo Argentina prides themselves in offering a comfortable ride, one of a kind service and plenty of smiles. This emphasis on service is what makes Aereo Argentina the only airline based in Argentina that is known for their excellence in service and comfort. Ensuring it to be a favorite amongst its local competitors.
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THE 4
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LOGO: INSPIRATION Aereo Argentina’s logo was inspired by Argentina’s national emblem; the Sun of May. The Sun of May can be seen throughout the country of Argentina. It is most known for its appearence on the nation’s flag. Using this national icon as inspiration helps Aereo Argentina identify with its native country and brings a strong sense of community as it implements its identity through the airline industry,
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LOGO: GUIDELINES The symbol for Aereo Argentina is a very simplified abstraction of the Sun of May. The two key ideas taken from the mark are the sun and the smile. These two ideas signify Aereo Argentina’s key mission to provide great service. Both ideas help bring a positive experience to consumers as they interact with the mark throughout the service experience. The logotype was selected with care to compliment the mark of the logo. The rounded forms of this typeface balance well with the rounded
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form of the sun and together create something that is bold and solid; two qualities that are important to Aereo Argentina strives to be. It is important to create a change in line width between the two words of the logotype. This logo was designed to emphasize the word “Argentina” and to do so, the word has been presented in a medium weight in the Gotham typeface. Therefore, the word “Aereo” is presented in Gotham’s book weight.
MARK
X0.3 X 1
X0.3
AEREO ARGENTINA
X .18 X .18 X .18 X .18
X 1 X 1
X 1
X 1
X 1
LOGOTYPE
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LOGO: WITH DARK BACKGROUND When the logotype is used with a dark background there are some standards that must be followed. The biggest change in the logo is the color of the logotype. The type must change to white when presented on a dark background. The mark remains the same. When placing the logo on a dark background. There is only one option for the background color. To keep the identity solid and cohesive it is important that the background color remains the navy blue standard that is presented in this manual.
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AEREO ARGENTINA
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LOGO: WITHOUT MARK When the logotype is used without the mark, the mark must be present within the composition as a bleed. The mark should bleed off two sides and should be significantly enlarged compared to the logotype. When the logotype is independent from the mark, there are two ways to present the logotype; right aligned or in a single line. When the logotype is in a single line, there should be no space between each word, and the change in line width should remain the same as it is presented in the original logo.
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RIGHT ALIGNED:
AEREO ARGENTINA SINGLE LINE:
AEREOARGENTINA
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LOGO: USAGE GUIDELINES Aereo Argentina’s logo must adhere to the guidelines below to maintain a clear identity throughout the brand. The following are examples of improper uses for the Aereo Argentina logo.
1.) Do not use a background that
3.) The word “Argentina” in the
is close to the same tone or color
logotype should be emphasized
range of the logo mark. The whole
with an increased weight in the
logo must be clearly legible.
Gotham typeface. “Aereo” should be book, while “Argentina” should
2.) The logomark must always be
always be emphasized in medium.
presented in the three standard
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shades of yellow (listed on page
4.) Never use an alternate typeface
10). The mark should never be all
for the logotype. Gotham book &
one color or three shades of a dif-
medium must be the only typeface
ferent color.
used in Aereo Argentina’s identity.
LOGO: IMPROPER USAGE
1.)
2.)
3.)
AEREO ARGENTINA
AEREO ARGENTINA
AEREO ARGENTINA
AEREO ARGENTINA
AEREO ARGENTINA AEREO ARGENTINA
4.)
AEREO ARGENTINA AEREO ARGENTINA 15
COLORS The standard colors for Aereo Argentina are meant to project a warm and happy feeling. The tones of yellow are inspired by the Sun of May and range from a golden to a very light yellow that is designed to be used as a neutral tone for light backgrounds. The navy blue is to be used in place of where black is standardly used. It has more warmth than a black. Blue has also been proven to give consumers a feeling of calmness and serenity.
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PANTONE 122C C0 M17 Y80 K0 R255 G210 B79
PANTONE 123C C0 M24 Y94 K0 R255 G196 B37
PANTONE 124M C0 M28 Y100 K6 R238 G177 B17
PANTONE 2965M C100 M38 Y0 K64 R0 G58 B99 PANTONE 122C C0 M4.07 Y19.14 K0 R255 G241 B210
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TYPE: GOTHAM FAMILY The Gotham Family typeface was chosen for it’s bold structure and rounded forms. Both of these qualities also visible in the mark. The solid structures give a feeling of reliability that Aereo Argentina strives for. The Gotham Family is the standard typeface for the entirety of Aereo Argentina’s identity. But Gotham Book and Gotham Medium are the two weights that are favored among the family
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G
GOTHAM BOOK
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn
ALPHABET
Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz
EXTRAS
1 23 456789 0 ! @ # $ % ^ & * ( ) < > ? ” ’ ; : { } [ ]
GOTHAM MEDIUM
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn
ALPHABET
Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz
EXTRAS
12 3 4 5 6789 0 ! @ # $ % ^ & * ( ) < > ? ” ’ ; : { } [ ]
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STATIONERY: LETTERHEAD Aereo Argentinaâ&#x20AC;&#x2122;s letterhead is in the IOS Standard A4 size. The Typeface and point size for the information on the bottom are as follows:
LETTERHEAD INFORMATION:
10 pt GOTHAM MEDIUM
Av Costanera R. Obligade, Buenos Aires, Argentina www.aereoargentina.com
+54 11 4576-5300
jorge@aereoargentina.com
9 pt GOTHAM BOOK
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21 cm
28 cm
LETTERHEAD
CONTINUATION SHEET
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STATIONERY: ENVELOPE The size of the envelope ensures that both the ISO-A4 and standard letter sized paper will fit when tri folded. The return address standards are as follows:
RETURN ADDRESS:
11 pt GOTHAM MEDIUM
Av Costanera R Obligade, Buenos Aires, Argentina www.aereoargentina.com
10 pt GOTHAM BOOK
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23 cm
10 cm
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STATIONERY: BUSINESS CARD The business card contains the same elements as the rest of the stationery, with the addition of a pop of color on the edges. The type standards for the employee information are as follows:
EMPLOYEE INFORMATION: GOTHAM MEDIUM | 10 pt JORGE GONZALEZ Presidente
Av Costanera R. Obligade Buenos Aires, Argentina
+54 11 4576-5300
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jorge@aereoargentina.com
GOTHAM BOOK ITALIC | 9 pt GOTHAM BOOK | 8 pt
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TOUCHPOINTS: SERVICE & COMFORT Aereo Argentina strives to provide more than just air transporation for its consumers. The experience and service provided is just as important to Aereo Argentina if not more. Great service creates brand equity among consumers. Because of this mission, Aereo Argentina provides touchpoints that have been catered to enhance the consumers experience. Each moment the consumer spends with the brand is vital and Aereo Argentina goes above and beyond to linger with the consumer beyond the point of service. Each touchpoint has been designed with the consumerâ&#x20AC;&#x2122;s experience in mind. Allowing for the ideal experience for all.
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TOUCHPOINTS: ADVERTISING When advertising Aereo Argentinaâ&#x20AC;&#x2122;s services, it is important to focus on the experience that a consumer will have. This advertising campaign compares experiences tourists encounter while visiting Argentina and compares the pleasure of that moment to the flight they will have while flying Aereo Argentina.
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SINGLE PAGE AD
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FULL PAGE SPREAD
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TOUCHPOINTS: KIOSK The kioskâ&#x20AC;&#x2122;s for Aereo Argentina are designed to be modern and simple. With a easy user interface, the consumer can check-in without a problem. The interface has been carefully designed to require minimal click-throughs so check-in is efficient and easy. This careful design allows for minimal lines, and minimal assistance. Giving the consumer monetary gain in the value of time.
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TOUCHPOINTS: CHECK-IN COUNTER The check-in counter is designed to fit the aesthetic of Aereo Argentinaâ&#x20AC;&#x2122;s brand. Using the standard checkin counter provided in an airport, the main goal for designing the check-in counter is to make it easily recognizable so that consumers walking into the airport can find it quickly among the other airlines in the airport.
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TOUCHPOINTS: UNIFORM When focusing on the quality of service, the uniform goes way beyond the outfit in which the Aereo Argentina employees are wearing. While appearance is important, the attitude, knowledge & actions are what can make or break a service experience. That being said, Aereo Argentina goes beyond the articles of clothing and requires vigorous training for all employees as well as an emphasis on the imortance of a smile and attitude. The uniform for employees is a tailored look that is professional and clean. The suit is always in navy while the employee can accessorize with items that have the yellow tones of the identity.
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LONG HAIR UP SMILE
APPROACHABLE
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TOUCHPOINTS: AIRPLANE Aereo Argentina’s airplane is bold and strong. Using the lightest gold of the mark and the navy as accent colors throughout the plane, the design uses the horizontal striping from the mark as an accent element throughout the plane. The plane is created using 3M opaque premium vinyl in the colors: “light navy” and “birght yellow”
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TOUCHPOINTS: INTERIOR Aereo Argentina provides comfort in every part of the airplane cabin. From first class to economy everyone is provided in personal entertainment, USB ports in each TV, and comfortable seating. The enjoyment of a long flight starts with comfort and Aereo Argentina makes sure that everyone is comfortable throughout the trip.
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TOUCHPOINTS: VEHICLE The utility vehicle for Aereo Argentina follows the same guidelines as the rest of the identity. Using the mark as a bleed to identify the company affiliation from far away this van can be easily recognizable from a distance.
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TOUCHPOINTS: BOARDING PASS The design of the boarding pass is very strategic. To help travelers who are in a rush or are overwhelmed by the information provided on a normal boarding pass, Aereo Argentina has implemented a hierarchy system to present the information in a sensible way.
Everything on the boarding pass is in order of hierarchy and a need to know basis. To assist the employees of TSA and flight attendents of Aereo Argentina, information such as the name of the passenger and flight number are just as accessable.
After a traveler enters the airport and receives their boarding pass, their next step in the service experience is locating their gate and figuring out how much time they have to get there. Becuase of this, the boarding time and gate nuber are larger and easy to locate.
Each class ticket is identifiable through a color coding system implemented. Gold is for first cass passengers, blue for business class & economy class is presented in grey to save on printing costs, since economy class produces the most tickets.
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TOUCHPOINTS: BOARDING ENVELOPE The boarding envelope is meant to be convenient, not a nuisence. Many other airlines provide a flap on the envelope, making it hard to access the information on your flight on the run. Aereo Argentinaâ&#x20AC;&#x2122;s envelope and layout of the boarding pass work for the consumer so that all the important information is accessable in or outside of the envelope.
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TOUCHPOINTS: TRAVEL ESSENTIALS To ensure that consumers are in touch with the brand beyond the service provided, Aereo Argentina is implementing service evidencing among their passengers. Providing them with a travel bag with essential items needed for traveling in an airplane. They are all items that have the potential to stay with the passenger beyond the actual flight. Each item has a specific purpose and use that helps to make the flight as enjoyable as possible. The reasoning for each item is explained on the back of the travel bag so the message is delivered clearly to all.
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The back of the bag lists the items in the following manner: THIS BAG CONTAINS: A water bottle to stay hydrated. A pack of gum to fight off ear popping. Hand sanitizer to fight off germs encountered in cabin. 2 doses of Bonine to prevent motion sickness
Each item is sponsored by a credible company to ensure reliable products to be distributed among Aereo Argentinaâ&#x20AC;&#x2122;s customer base.
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These are the contents of the essential travel bag. All sharing the elements of the pale yellow stripes to give it a cohesive look and feel as a group of items.
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IDENTITY CREATED BY:
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CARLY HAYES