QANTAS Standards Maual

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QANTAS IDENTITY STANDARDS GUIDELINES

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QANTAS IDENTITY STANDARDS GUIDELINES

CONTENTS

BACKGROUND

08 HISTORY OF QANTAS

THE MARK

12 LOGOS 14 LOCK-UP AND CLEAR ZONES 15 MINIMUM SIZE 16 SECONDARY LOGOS 18 SUBSIDIARY LOGOS 19 DO + DON’T

TYPOGRAPHY

25 PRIMARY AND SECONDARY 26 MODIFICATIONS

TREATMENTS

29 PHOTOGRAPHY 31 PATTERN 32 COLOR

STATIONERY SYSTEM

36 LETTERHEAD 38 BUSINESS CARD 39 ENVELOPE

DIGITAL APPLICATIONS

42 WEBSITE 44 APPS

COLLATERAL

48 BOARDING PASS 49 LUGGAGE TAG 50 WINE

ENVIRONMENTAL

54 PLANE 57 SEATS 58 UNIFORMS 60 AIR PORT 62 POSTERS

CONTACT

66 CONTACT

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HISTORY

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Qantas is Australia’s largest airline and one of the oldest airlines in the world. Qantas was founded in Winton, Queensland on 16 November 1920 as Queensland and Northern Territory Aerial Services Limited

by Paul McGinness, Hudson Fysh, Fergus McMaster and Arthur Baird.

The Qantas story is inextricably linked with the development of civil aviation in Australia. It begins with fragile biplanes carrying one or two passengers in open cockpits and progresses to the new Airbus A380s flying some 450 people half way around the world in a day.

But, it is a story of human endeavor, not just machines. A few determined individuals overcame formidable obstacles to establish the Queensland and Northern Territory Aerial Services Ltd (QANTAS).

Supported by committed staff and

HISTORY

BACKGROUND

loyal customers, the airline persevered through war and peace to serve the nation and build an enterprise. The Qantas story is about the people who have created its exciting and productive history - its staff, its customers and the excellence of its business partners and key suppliers...

IMAGE ON OPPOSITE PAGE: The arrival of QANTAS DH.61 ‘Apollo’ bringing the first aerial mail in Brisbane April 23, 1929.

Notice the pilot’s open cockpit behind the wings.

Today, Qantas is widely regarded as the world’s leading long distance airline and one of the strongest brands in Australia. Qantas continues to provide outstanding service to its customers and is at the forefront of the international civil aviation industry.

The future holds many challenges for Qantas - maintaining safe operations and world class product standards while building a viable and competitive position long term for the airline.

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THE MARK

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LOGO

THE MARK

The mark is a modern iteration of the original symbol resembling the tail of the plane. The sharp lines are balanced with the circular Q to represent a modern feel of movement and strength.

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LOCK-UP AND CLEAR ZONES

THE MARK

Clear Zone

Clear Zone

45째

90째

Clear Zone

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45째

Clear Zone

THE MARK

0.5 0.5INCH INCH

MINIMUM SIZE + BRAND COLORS

0.25 0.25INCH INCH 11INCH INCH 0.34 0.34INCH INCH

0.5 0.5INCH INCH

0.25 0.25INCH INCH 11INCH INCH 0.34 0.34INCH INCH

REVERSE PAGE: Adhere to these basic lock-up rules for using QANTAS in both print and on screen applications to preserve the value of its identity.

The Clear zone is a space into which no other element must be inserted.

The QANTAS logo has two size versions; a large version and a small version. The logos can never be scaled down, only up. If a size smaller than the small logo is necessary, use the mark without type.

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SECONDARY LOGO

Alternate version of the logo, for horizontal placement. The placement of this mark is strictly reserved for areas that do not provide adequate space for the vertical logo. In all other circumstances, the vertical logo is required.

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THE MARK

THE MARK

GREY SCALE

When the mark is displayed in black and white, it is important that it remains consistent with how it is displayed in color. The logo can appear as 100% black on a white background. However, it should never light than 50% gray.

When the mark is displayed in black and white, it is important that it remains consistent with how it is displayed in color.

The logo can appear as 100% on a white background. However, it should never light than 50% grey.

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SUBSIDIARY COMPANIES

THE MARK

LOGO Subsidiary Companies

GO Subsidiary LOGO Subsidiary Companies Companies

AIR AIRAIR AIR AIRAIR CARGO CARGO CARGO LINK LINK LINK In addition to the core business of transporting passengers and air freight, Qantas operates a number of subsidiaries brands.

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AIR AIRAIR

THE MARK

DOS AND DON’TS

Logo Don’ts

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2.

3.

5.

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7.

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1. Don’t chang the colors

5. Don’t put text over the mark

2. Don’t sqush or squash

6. Don’t move the logotext horizontaly

3. Don’t rotate

7. Don’t move the text away from logo

4. Don’t switch the logomark with logotext

8. Don’t change the fill or stroke

1. Don’t change the colors 2. Don’t squash or squash 3. Don’t rotate 4. Don’t switch the logo mark with logo text

5. Don’t put text over the mark 6. Don’t move the logo text horizontally 7. Don’t move the text away from logo 8. Don’t outline the logo 19

You can use the logo over images with the logo mark in QANTAS red with the setting set on Multiply as long as the “QANTAS� is in white.

OPPOSITE PAGE: You can use he logo in white over an image, and can be up to 90% transparent.

It must be placed using a color with good contrast for maximum readability.

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TYPOGRAPHY

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RELISH PRO GEOGROTESQUE 24

TYPOGRAPHY

PRIMARY AND SECONDARY TYPE

Designers: Steve Jackaman, Ashley Muir

Logo Typeface: Relish Pro (Caps Only)

ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890

15 pt.

ABCDEFGHIJKLMNOPQRSTUV W XYZ 1234567890

11 pt.

A BC D E F G H I J K L M N O P Q R S T U V W X Y Z 1234567890

Designer: Eduardo Manso

ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890 ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890 ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890

8 pt.

Secondary Typeface: Geogrotesque

15 pt. BOLD

15pt. MEDIUM

15 pt. LIGHT

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Type Modifications Type Modifications Type Modifications

Type Modifications TYPE MODIFICATIONS

Relish is a more traditional sans serif typeface, with round punctuation. Relish contains all the high end features expected in a quality font.

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THE MARK

The letter forms were modified to be consistent with the sharp lines of the triangle in the mark and also to add strength and speed to the logotype.

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IMAGE TREATMENTS

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IMAGE TREATMENTS

PHOTOGRAPH TREATMENT

The QANTAS image treatment is created by putting the QANTAS grey on a separate layer then changing the Layer Style to Color Overlay.

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IMAGE TREATMENTS

PATTERN

The QANTAS pattern created with the logo mark can be used as a complementary pattern.

Imbedded into the pattern is a gradient of tones to add depth and movement to the pattern. Do not change the color of the patter.

You can change the opacity of the patter down to 10%, crop down certain sections, and change scale.

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COLORS

IMAGE TREATMENTS

PRIMARY COLORS

QANTAS RED PANTONE: 1797 C R: 227 G: 27 B: 35 C: 0 M: 100 Y: 99

K: 4

PANTONE: Hexachrome Black C R: 34 G: 30 B: 31 C: 0 M: 0 Y: 0 K: 100

The new color palette of QANTAS is designed referencing the original colors of the airline. The red represents the QANTAS color while the blue depicts a more corporate tone. The gray and is added to balance the overall color combination.

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SECONDARY COLORS

PANTONE: 2747 C R: 28 G: 63 B: 148 C: 100 M: 88 Y: 0 K: 5

C: 0

PANTONE: 7539 EC R: 34 G: 30 B: 31 M: 0 Y: 0 K: 100

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STATIONERY SYSTEM

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LETTERHEAD

STATIONERY SYSTEMS

Standard Letter Size 8.5� x 11�

Back of the stationery is the QANTAS pattern at 10% opacity.

June 12, 2013 Dear Tom Atkinson,

We are pleased that you have referred your legal matter to this firm. We will devote the required energy and resources to meet your needs and invite you to stay in close touch with us as we proceed with this matter.

Retainers. In order to administer your file properly, we first obtain from you payment of a retainer fee. This retainer fee stays in our trust account and acts as a fund for the payment of accounts sent to you and disbursements made on your behalf. When we render monthly bills to you, we will use the retainer account to pay those bills and when you send your payment to us it will be used to restore the retainer to its original amount. Upon completion of the work, any unused retainer funds will be refunded to you. As mentioned above, if your retainer is not restored within 30 days after we render our account then no further work be done on your file until is paid and your retainer brought up to date. In such case, it may even be necessary for us to withdraw from representation on your matter.

Communication. We will endeavour to keep you informed as your matter progresses and to seek your input as to how you would like us to proceed. Maintaining open communication is very important to us and to you. If you choose to call our lawyers, a fee may be charged; however, for answers to you routine questions (for example, status of your matter), you might be best advised to call the secretary of the lawyer primarily responsible for your file, since the time of secretaries is generally not chargeable to our clients. Any expressions on our part concerning the outcome of your legal matters are expressions of our best professional judgements but are not guarantees. Clerks, legal assistants and secretaries are not authorized to express any such opinions or judgements.

Sincerely, Tony Montana

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P +61 (2) 9304 7020

Level 8, 241 O'Riordan Street,

tmontane@qantas.com

F +61 (2) 9304 7022

Mascot, Nsw, Australia, 2020

www.qantas.com

June 12, 2013 Dear Tom Atkinson,

We are pleased that you have referred your legal matter to this firm. We will devote the required energy and resources to meet your needs and invite you to stay in close touch with us as we proceed with this matter.

Retainers. In order to administer your file properly, we first obtain from you payment of a retainer fee. This retainer fee stays in our trust account and acts as a fund for the payment of accounts sent to you and disbursements made on your behalf. When we render monthly bills to you, we will use the retainer account to pay those bills and when you send your payment to us it will be used to restore the retainer to its original amount. Upon completion of the work, any unused retainer funds will be refunded to you. As mentioned above, if your retainer is not restored within 30 days after we render our account then no further work be done on your file until is paid and your retainer brought up to date. In such case, it may even be necessary for us to withdraw from representation on your matter.

Communication. We will endeavour to keep you informed as your matter progresses and to seek your input as to how you would like us to proceed. Maintaining open communication is very important to us and to you. If you choose to call our lawyers, a fee may be charged; however, for answers to you routine questions (for example, status of your matter), you might be best advised to call the secretary of the lawyer primarily responsible for your file, since the time of secretaries is generally not chargeable to our clients. Any expressions on our part concerning the outcome of your legal matters are expressions of our best professional judgements but are not guarantees. Clerks, legal assistants and secretaries are not authorized to express any such opinions or judgements.

Sincerely, Tony Montana

P +61 (2) 9304 7020

Level 8, 241 O'Riordan Street,

tmontane@qantas.com

F +61 (2) 9304 7022

Mascot, Nsw, Australia, 2020

www.qantas.com

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BUSINESS CARD

STATIONERY SYSTEMS

Standard Australian business card dimensions 55mm x 90mm

1”

P +61 (2) 9304 7020 F +61 (2) 9304 7022

0.2” 0.2”

Fergus McMastern

0.2”

Qantas, CEO

ajoyce@qantas.com www.qantas.com

0.48”

0.2”

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0.4”

0.35”

1.22”

1”

0.3”

STATIONERY SYSTEMS

ENVELOPE

Envelope shown at 50% of original size.

The Inside of envelop is the QANTAS pattern at 10%.

Envelope form is #10 Squareflap Envelope.

Level 8, 241 O'Riordan Street Mascot, Nsw, Australia, 2020

Level 8, 241 O'Riordan Street

Mascot, Nsw, Australia, 2020

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DIGITAL APPLICATIONS

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WEB SITE

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APPLICATIONS

APPLICATIONS

WEB SITE

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PHONE APPS & PHONE BOARDING PASS iPone application

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APPLICATIONS

iPone application: Itinerary, Boarding Pass, Mileage, World Time, Weather and World Currency

APPLICATIONS

PHONE APPS & PHONE BOARDING PASS

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COLLATERAL

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BOARDING PASS AND CASE

COLLATERAL

Bording Pass Ticket

BOARDING PASS

BOARDING PASS

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COLLATERAL

LUGGAGE TICKET

Flight Luggage Tags

N A ME W E I G H T ( K IL O S )

P IE C E S

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PETIT SARYH

�asmanian

The No. 1 wine in the sky

2007

QANTAS exclusive red wines contains the magnificent Spirit of Australia.

PETIT SARYH

GOVERNMENT WARNING: (1) According to the Surgeon general, women should not drink alcoholic beverages during pregnancy because of the risk of birth defects. (2) Consumption of alcoholic beverages impairs your ability to drive a car or operate machinery, and may cause health problems.

13� ���. 75o ��

One of the prides of QANTAS is their wine selection. This is an example of their Petit Saryh.

REVERSE PAGE: Example of the tissue paper that would accompany the wine bottle.

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GOVERNMENT WARNING: (1) According to the Surgeon general, women should not drink alcoholic beverages during pregnancy because of the risk of birth defects. (2) Consumption of alcoholic beverages impairs your ability to drive a car or operate machinery, and may cause health problems.

The No. 1 wine in the sky

QANTAS exclusive red wines contains the magnificent Spirit of Australia.

�asmanian

�u �u

�u �asmanian

PETIT SARYH

13� ���. 75o ��

�asmanian

2007

PETIT SARYH

COLLATERAL

�u

WINE

�u 2007

PETIT SARYH

�asmanian 13� ���. 75o ��

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ENVIRONMENTAL

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Airplane Design PLANE

ENVIRONMENTAL

Example the QANTAS logo on planes. The colors of lamination should be identical with the standard logo.

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ENVIRONMENTAL

SEATS

Example the QANTAS logo and patter on business class seats.

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ENVIRONMENTAL

FLIGHT ATTENDANT UNIFORM

Example the QANTAS uniform for pilot and flight attendants. Colors are taken directly from the logo and the standard colors: QANTAS red, grey and black. The tie and scarf is silver and grey with one logo in QANTAS red.

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AIR PORT

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ENVIRONMENTAL

ENVIRONMENTAL

AIR PORT

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POSTER

APPLICATIONS

24”

36”

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CONTACT WEB QANTAS HEAD OFFICE EMAIL

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qantas.com.au +61 (02) 9691 3636 contact@qantas.com.au

DESIGNED BY EMMILY SHAW emmilyshaw.com emmshaw@yahoo.com

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