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HOW WE LOOK AND WHY
22 TA B L E O F C O N T E N T S
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OUR CORE 4-7
A LETTER FROM THE CEO / MISSION / VISION / VALUES
OUR MARK
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PRIMARY LOGO / SECONDARY LOGO / DON’T DO THIS / DO THIS
TYPOGRAPHY 14-15
INTRODUCTION / HIERARCHY / CHARACTERS
OUR PALETTE
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INTRODUCTION / EXPLANATION / COLOR WHEEL
INTRODUCTION / EXPLANATION / EXAMPLES
APPLICATION
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CONCLUSION
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ADVERTISEMENTS / MOCKUPS / TICKETS / PRODUCTS
TA B L E O F C O N T E N T S
OUR IMAGERY 18-19
OUR CORE
OUR CORE
Employees and customers of NorthStar Airlines, NorthStar was founded with one mission: to make an airline that is forward-thinking, dependable, and enjoyable. My vision for this company is creating a community of travelers who love the adventure of discovering something new. I believe that NorthStar has the capability to create fliers that look forward to traveling, and enjoy the comfort and ease of our customer experience. I hope that we can create an atmosphere of people who are ambitious, innovative, welcoming and friendly. In order for this to happen, we have to begin with the basics. Every successful airline company begins with a smooth takeoff. There must be consistency with our customer service, our user’s experience, and our visual branding. This book is the backbone of our company; it sets the foundation for what our first impression will look like to potential travelers. I hope that with this introduction to NorthStar’s visual identity, each employee may be able to better understand the company’s core values and why
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we strive to be the most innovative airline in North America.
Sincerely,
Samuel Jenkins Jr. Samuel Jenkins Jr.
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A S U C C E S S F U L A I R L I N E C O M PA N Y A LW AY S B E G I N S W I T H OUR CORE
A S M O O T H T A K E O F F.
OUR CORE
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NorthStar’s mission is to focus on what matters most: the safety and comfort of those flying. In order for this to happen, NorthStar must effectively communicate what their greatest values are. Our four greatest values are as follows:
AUTHENTICITY
I N N O VAT I O N
NorthStar must be bright, open, and undeceiving in all aspects of the company. This must be reflected in each employee, as well as the underlying messages in all advertisements and visual brand elements. We deeply value our client’s trust and loyalty, therefore treating them with respect and transparency is a must.
NorthStar centers around what is best for the customer, and we are constantly striving to find the best methods and technology to do so. Our customers deserve the best, therefore we will continue to search for the greatest solutions.
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REINVENTING REDEFINING GRAVITY. GRATITUDE.
PRECISION
NorthStar aims to be concise and straightforward when communicating to their audience. There should be no “fluff� or extra information included when creating content for NorthStar customers. The simpler, the better.
NorthStar has a very specific and exact process in the way that they interact with both the customer service and the flying process. Inaccuracy and laziness is not tolerated in the NorthStar brand; consistency in both the visual branding as well as cusomter interactions is of high importance.
OUR CORE
CLARITY
OUR MARK
OUR MARK Our mark speaks to the core values of our brand. The negative space of the upward “swoosh� shows a smooth and successful takeoff. Northstar promises a straightforward, effortless flying experience, therefore our mark must consistently show this quality as well.
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One of our greatest values as a company is consistency; understanding the elements of our logo and applying them to our visual identity is essential.
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PRIMARY LOGO
This mark serves as our primary logo. This must be used across all mediums, whether it be stationery, collateral, advertisements, or digital devices. If there is ever an issue with readability with the primary logo due to its horizontal shape, utilize the secondary logo.
This mark serves as our secondary logo. This must be used as an alternative to the primary logo. This must be used in situations where the arrow in the primary logo is lost due to its horizontal shape. Examples where this may be used would be on a tailfin, website Favicon, or vertical website advertisement.
OUR MARK
SECONDARY LOGO
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OUR MARK
THE FRAME NorthStar’s takeoffs must always be consistent, whether it be our actual airlines or the symbolism in our logo. Because this upward curve is considered one of our visual identities, a consistent shape is important for NorthStar’s brand. This curve can be found in the equation y=x^3 .
The grid for our mark is created using the elements used within the logo. The “X” value is found in the width of our upward arrow and the “Y” value is found in the length between the top of the logo and the center of the arrow. These measurements will help determine the minimum buffer space when placing the logo onto different elements.
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This serves as the minimum “buffer� space the mark needs when placing it next to other content on a layout. There are no exceptions to this rule; no text should ever be overlapping our mark.
OU OR U RM M AR AK RK
DON’T DO THIS Under no circumstances should the NorthStar logo be modified. For clarity, here are some examples of what not to do:
SQUISH IT
SKEW IT
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CROP IT
FILL IT
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DO THIS We have two concrete, custom logos. It is a crucial part of a brand, so it must be treated with care. Treat our logo like you would treat a NorthStar passenger:
G I V E I T S PA C E
G I V E I T AT T E N T I O N
OUR MARK
GIVE IT RESPECT
OUR TYPOGRAPHY
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M AT T E R S .
It really does. It’s the way we effectively communicate to our customers. It tells them what time to check in, where their gate is, and when to board the plane. The foundation of our customers’ comfort and safety begins with effective typography.
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Oswald Bold 38 pt tracking: -20 Helvetica Bold 13 pt tracking: -150
Helvetica Light 10 pt tracking: 0
THE PRIMARY HEADLINE T H I S I S T H E S E C O N D A RY H E A D L I N E
OUR TYPOGRAPHY
This is the official body copy font for NorthStar Airlines. Lorem ipsum dolor sit amet, qui civibus antiopam et, dolore reprimique vim ut, eu discere admodum adipisci nec. At quo esse atomorum, ut reque cetero has, ex lobortis eloquentiam vis. Vel an platonem pertinacia appellantur, ea etiam novum facete sed, audire assueverit te nec. Posse phaedrum ius at, mea munere aeterno splendide cu. An volumus convenire ius, ex nec minimum molestiae, vis utamur signiferumque ea. Ius fabellas lucilius inimicus eu.
O U R PA L E T T E
353535 53/53/53 69/63/52/57
FFF200 255/242/0 4/0/93/0
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EAEAEA 234/234/234/234 7/5/5/0
OUR PA
HEX RGB CMYK
HEX RGB CMYK
HEX RGB CMYK
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ALETTE O U R PA L E T T E I S V I B R A N T LY S I M P L E . Our color palette is designed for maximum readability. The offset black and white (or various shades of gray) have proven to be less stressful to the human eye, resulting in a more pleasing reading experience. Please note that the yellow must never be used for text; it will be used to highlight key points in an illustration or body of copy. This will help lead the eye to key information that the customer may need.
O U R PA L E T T E
OUR IMAGERY
C O H E S I V E , C L E A N , & I M PA C T F U L . How we present ourselves through the use of imagery greatly reflects the way NorthStar’s brand is perceived. We are a fun and forward-thinking brand, therefore our visuals must communicate this message. With our use of imagery, there are three simple rules to follow:
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“Why?” first.
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Before an image is chosen, you must be able to answer the question, “What purpose is this image serving?”. Each image chosen must relay a specific message. It is better to have no photo than a photo that distorts NorthStar’s brand.
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Keep it clean The simpler the better. If there is content in a photo that is distracting or unessential, remove it. There should only be one message in an image; two creates confusion and eliminates simplicity.
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Light & happy Our imagery should reflect the NorthStar experience. Therefore, a candid, happy feel should be used as much as possible when choosing images. When possible, use our offset exposure equation to provide maximum consistency.
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OUR IMAGERY
OUR IMAGERY
A P P L I C AT I O N
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ADVERTISEMENTS
TICKETS
PLANES
MOBILE
INTERACTIVE
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S TAT I O N E R Y
A P P L I C AT I O N
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A P P L I C AT I O N
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W W W. N O R T H S TA
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ARAIRLINES.COM
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A P P L I C AT I O N
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L A N D I N G PA G E ( C O N T I N U E D )
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TA K I N G O F F W I T H NEW TECHNOLOGY
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NorthStar will be releasing new technology to compliment our fresh re-branding. We center around finding what is best for the customer, and we are constantly striving to find the best methods and technology to do so. One of these innovations will be our Virtual Escort, an interactive floor projection system that will navigate users to their assigned gate.
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NorthStar’s new mobile ticket will be straigntforward and easily understood. This new interface will no longer need a QR code to scan; using the same system as ApplePay, the gatekeeper will be able to grant access to the traveler simply by having them hold their phone near a wireless port. NorthStar will also be introducing a “Virtual Escort” mode–the very first of its kind.
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When a NorthStar traveler goes through airport security, they will have the option to turn on Virtual Escort Mode. The directions to their next flight will appear on the walkway of the airport. This will be achieved through projectors and sensors that have been installed throughout NorthStar’s portion of the airport. Mockups can be seen on the next four pages of this booklet.
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WHY?
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This will not only help reinforce the branding of NorthStar’s warped jetstreams, it will be a useful tool for travelers to efficiently navigate through the airport. It simplifies the traveling experience and takes a task that is normally confusing and tiresome much more fun and enjoyable.
THE JETSTREAM LINES WILL BEND BELOW THE T R AV E L E R S T O C R E AT E A T H R E E - D I M E N S I O N A L E F F E C T.
WHO?
We have paired up with MotionMagix to create and install this experience throughout the upcoming year. We have purchased the software, projectors, and sensors needed to install this system. MotionMagix has installed similar interactions for games in public malls, but this concept will be the first of its kind throughout the airline industry.
This benefits three types of NorthStar travelers: those who are new to flying and are unfamiliar with airport navigation, those who are late to a flight and have a limited amount of time to find their way to the next gate, and those who are unfamiliar with a location’s native language and are unable to ask for help.
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HOW?
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THANK YOU FOR H E L P I N G N O R T H S TA R F LY F O R W A R D !
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READY FOR LIFTOFF! For more information, visit
NorthStarAirlines.com