BRAND BOOK Our identity guidelines
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This is a guide to the important elements that give us our identity. Grab a coffee; fairtrade we hope, and have a read. It will give some insight into who we are and what we are all about. 04 Our values 05 Our story 06 Identity assets 28 Our colours 40 Our slogan 42 Typfaces explained 48 Cropping guidelines 52 The efficient shape 56 Our gradients 60 Dynamic key-lines 68 Our pattern 70 Die cutting 72 A view from the top
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What we stand for
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Innovation Sustainability Optimism Change
Our story The world is changing and so are we. Gone are the days of high carbon emissions, poor fuel consumption and a lack of care for the environment. All our profits are funding research and development to make this airline more sustainable. The way you fly is changing. Be a part of it.
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Identity Assets
Our logo, type identity and lock-up are symbols of inspiration to both the airline industry and its travellers. We must therefore, treat them with great respect and never misuse them. 01 Logo The logo can only be presented on its own when applied to touchpoints which situe in an airport environment, onboard aircraft or on digital applications. 02 Lock-up This is our primary form of branding. It is to be used on all promotional material and on most touchpoints. 03 Type Identity This may only ever be separated from the lock-up when used on aircraft livery.
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How our logo evolved...
Looking at our slogan; journey to a brighter future, we wanted to build our brand identity around this. Initially, we drew inspiration from a horizon line but as things developed we found ourselves moving more towards a symbolic e mark that encapsulated a perspective path; your path to a brighter a future.
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Like the aerodynamics of our aircraft, all the angles of our identity assets have been just as considered. Please therefore restrain yourself from rotating, stretching or distorting them.
18째 Slant After much evaluation we found that 18째 was the most effective angle to give the identity its sense of dynamism. Each aspect of the lock-up has been derived from this. Please restrain yourself from manipulating it any further.
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Distance could make the heart grow fonder but not in this case!
Please do not reposition the logo away from its type identity and the qualifier, airlines. They come as one. The distance between the logo and type identity is identical to the distance from the baseline of evolve, and the x-height of airlines. Although we are all about change, this isn’t one of those moments.
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The do’s and don’ts.
Being an airline who is at the forefront of innovation, we know how it feels to want to challenge the conventions; but in this case, please don’t.
No! None of this please... Repositioning or resizing any of the elements in the lock-up will change how effective the angling of our lock-up is in communicating dynamism. 01/02 Resizing the logo Our lock-up is well balanced. It has clear hierarchy. Do not change this. 02 Equality Although we take equality seriously, that isn’t approproate here. Airlines has been specifically sized to act as a qualifier for the logo and type identity. It is a supplimentary piece of copy, please keep it that way. 03-06 Repositioning and spacing The lock-up demonstrates a strong relationship between all three elements. Moving any of these elements will ruin the relationship. Please therefore refrain from doing so.
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Finial
Shaping the finial to touch the angular guidelines, opposed to extending it beyond the angular guides would affect how you perceive the angles of the logo. Please do not manipulate this.
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We would like to think you would never shear a typeface so why do the same to our logo. Even if it is being presented by itself the angles don’t need emphasising. They do quite alright on their own.
No! None of this please... 01 No Embleming Please do not ever place our logo, or any of the other identity assests in a circular shape. They were not designed for this intention. 02 Confining in a circle Although the logo was derived from circular shapes it should never be manipulated to show this. This form is to geometric and loses the essence of movement and travel. 03 18° Vertical Shear As slim as the logo may appear it is disproportionate from the other assets. Please do not elongate our logo. 04 18° Horizontal Shear The path may look obvious when the logo is stretched horizontally, however, the semiotics of an e are not so clear. Please don’t widen our logo or the other assets. 05 18° Rotation Please don’t ever rotate the logo or the other identity assets. Their angling is best emphasised when sat on a straight, horziontal line. Lets keep it that way.
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And all that jazz‌
is not acceptable. Please refrain from adding any effects or embellishments to our brand ident. Remember, we are about being reductive. 01 Three is not two Please do not render any of our brand assets in the 3 tone colour gradient. The two tone, 45° gradient is the only acceptable effect. Please refer to page 39 for more information. 02 Drop the drop shadow Please do not add a drop shadow to any of the brand assets. Only use the approved variants to create contrast between the background and a brand asset. 03 Emboss is not boss Please do not add any fancy 3D effects to our brand assets. Doing so creates distraction from the strong angles we have worked so hard to emphasise.
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No! None of this...
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Spacing
01. 1/8th of logo height. The spacing around this asset is tighter because it may need to be used on digital applications. However, the more space you can give it to breathe, the better.
02. The spacing around the lock-up is proportionate to the x-height of evolve. Regardless of scale, please ensure the lock -up has a minimum of this space around it.
03. The difference in x-height and its ascending letter. The evolve type identity has a small minimum space because it needs to wrap around the fuesalage of an aircraft. When viewing the aircraft from the side on, please ensure the l does not extend the visible surface.
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Too reductive
We are all about minimising rather than maximising to preserve our environment and create a sustainable future. However, being too reductive can make you lose sight and purpose. Please do not size our identity assets any smaller than demonstrated. 01 Logo = 4mm x 4.2mm This is the minimum size at which the mark is still identifiable. Any smaller would compromise the path in the e being visible, and it wouldn’t look like a logo, but rather a weird shaped e that is missing its counter. Where possible please do not make it this small. However, on digital applications like the our evolve mobile app, this size is more appropriate. 02 Lock-up = 20mm x 6.4mm This is the minimum size at which the lock-up is still legible. Any smaller will cause the letters in airlines to amalgamate, making it appear as a print error. You may only need to use the lock-up at such a small scale when designing printat-home boarding passes. Please remember, these are home printers that will be rendering our logo so do not exceed this minimum size. We have diligently tested many domestic printers and how small they can print our logo. This is the result. 03. Type identity = 10.4m x 1.3m Yes, that measurement is in metres! This sizing is proportionate to the Boeing 777 model which is shown on the next page. When using the type identity on other aircraft variants please follow this proportion guideline: the type identity should be no smaller than 12% of the aircraft’s length and no smaller than 14% of the aircraft’s height. It should always be placed at the front of the aircraft and should be no closer than 1m away from the nose of the aircraft.
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4.2 mm 50 px
4 mm 48 px
6.4 mm 76 px
20 mm 239 px
1.3 m (px not appropriate)
10.4 m (px not appropriate) 25
01 Mobile boarding pass
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02 A section of the print-at-home boarding pass
03 Livery
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Our colours are a big part of our brand identity. Please use them wisely.
Primary Palette These colours may be used for body copy and hero messages.
Primary Palette
Secondary Palette The colours may be used in illustrations and touchpoints that feature onboard the aircraft.
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Evolve Grey
Evolve Blue
CMYK 34/27/28/0 RGB 172/172/172 Hex #acacac No less than 100%.
CMYK 69/0/26/0 RGB 37/190/19 Hex #25bec5 No less than 100%
Pantone 421
Pantone 320
Secondary Palette
Pantone 1645
Pantone 368
Gradient Palette
Pantone 614
Pantone 320
CMYK 0/61/100/0 RGB 245/128/32 Hex #f58020
CMYK 8/0/22/0 RGB 252/252/210 Hex #edfbd2
CMYK 44/0/99/0 RGB 156/203/59 Hex #accb3b
CMYK 69/0/26/0 RGB 37/190/19 Hex #25bec5
Pantone 2728
CMYK 84/36/31/14 RGB 22/119/114 Hex #1a778d
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Colours and our lock-up 01 Subtle Gradient Only use this variant if the lock-up is being applied to a white background and it is of a larger scale. 02 Solid Only use this variant if the lock-up is being applied to a white background and is of a smaller scale. 03 Knock-Out Use this variant if the logo is being applied to a solid colour, gradient or photographic background. 04 Monochrome This a grey-scale of the evolve blue colour. No other variants of grey may be used. 05 For the unavoidable For obvious reasons black is not a colour we would like to be associated with. Please only ever use this variant if none of the other colour versions can be clearly seen.
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Yes! All of this...
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No! None of this...
01 Sad separation Please don’t colour individual parts of the lock-up. 02 The wrong blue Never colour the logo in the secondary gradient blue colour. 03 Too blue Please only use the white, monochrome or black lock-up on solid coloured backgrounds. 04 The horizon is too obvious Please don’t ever alter the gradient. 05-06 No. No. No! The secondary corporate colours are reserved for illustrations and touchpoints onboard aircraft. Please don’t ever present our brand assets in the secondary corporate colours.
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The logo follows similar rules.
Yes! All of this... 01 Solid Only use this variant if the logo is being applied to a white background and is of a smaller scale. 02 Subtle gradient Only use this variant if the logo is being applied to a white background and it is of a larger scale. 03 Knock-Out Use this variant if the logo is being applied to a solid colour, gradient or photographic background.
No! None of this... 04 The wrong blue Never colour the logo in the secondary gradient blue colour. 05 Half and half The logo must never be separated in colour. 06 Where is the white? Never apply a coloured variant of the logo to a non-white background.
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Our colours and the livery
We could show you 100 ways of how not to colour our type identity but we’re sure you get the picture. Use only these 2 accepted versions and everything will be fine. 01 Special, full colour paint job During events, or to mark a celebration some of our aircraft may receive a full paint job. Where the gradient is used across the entire fuselage please use the white type identity. This also applies to the logo which would feature on the tail fin. 02 Standard paint job Most of the time our livery may only appear with a partial gradient towards the rear of the fuselage. In these cases, please use the gradiated type identity on the front, silver section of the fuselage.
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How our colours could be used... 01 Promotion 02 Menu sample 03 Two tone gradient 04 Three tone gradient
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We are very passionate about our slogan, however, we like to savour it. Please do not apply it to every piece of collateral. Typeface: Viato family-regular italic only. Colour: evolve blue or knock-out white. It may only be used on primary touchpoints like: Aircraft livery Check in areas Advertising that is brand responsive Digital applications
01 Logo The slogan should be presented as a supplimentary element when paired with our logo. Please ensure the logo is 4 times the x-height of the slogan; and is spaced at the ascender height of the slogan below the logo. 02 Lock-Up If you need to pair the slogan with the lock-up please use this variant. The slogan should never be be placed inside the lock-up and should only be a supplimentary aspect to the brand assets. 03 Hero Messaging We aim to draw attention to our slogan if it is presented with generic titles and captions. Please ensure it is spaced at its x-height above any following copy or keylines.
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Are we your type? Our typefaces explained. Viato Family Primary typeface
Aa Aa Aa
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Light
Regular
Bold
abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz 0123456789ÂåßçÐëƒíØõÙžŒœ (.,;:”?!/@$£¤%+=^&*)
abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz 0123456789ÂåßçÐëƒíØõÙžŒœ (.,;:”?!/@$£¤%+=^&*)
abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz 0123456789ÂåßçÐëƒíØõÙžŒœ (.,;:”?!/@$£¤%+=^&*)
Aa Aa Aa Italic Light
Italic
Italic Bold
abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz 0123456789ÂåßçÐëƒíØõÙžŒœ (.,;:”?!/@$£¤%+=^&*)
abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz v0123456789ÂåßçÐëƒíØõÙžŒœ (.,;:”?!/@$£¤%+=^&*)
abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz 0123456789ÂåßçÐëƒíØõÙžŒœ (.,;:”?!/@$£¤%+=^&*)
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Gotham Family Secondary typeface
Aa Aa 44
LIGHT
BOOK
abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz 0123456789ÂåßçÐëƒíØõÙžŒœ (.,;:”?!/@$£¤%+=^&*)
ab c d e f g h i j k l m no p q r s t u v w x y z abcdefghijklmnopqrstuvwxyz 0123456789ÂåßçÐëƒíØõÙžŒœ (.,;:”?!/@$£¤%+=^&*)
Aa MEDIUM
abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz 0123456789ÂåßçÐëƒíØõÙžŒœ (.,;:”?!/@$£¤%+=^&*)
Gotham should never be used in italics If you require a dynamic typeface for any copy please use the Viato family. As big as the Gotham family is, don’t be tempted to use the following members: Thin Extra Light Narrow Condensed Bold Black Ultra
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You can’t always have your cake and eat it. Both typefaces require attention on their leading. We keep it tight to reduce design space. On the up-side, both typefaces are generally well kerned. If you feel it needs some attention, we trust your discretion.
Gotham and Viato prefer each other... in different ways depending on what situation they are used in. We appreciate you might want some freedom with our range of typefaces, but please follow some simple rules: Gotham can only best compliment Viato if used in CAPITALS. For that reason, please never use gotham in lowercase. Viato italic family: When titling primary information, the first letter should always be in uppercase. When this version is used for hero messaging, call to actions and the slogan, use lowercase letters only. Viato regular family: When captioning a key message, all letters should be in lowercase. When using in body copy, follow correct English grammar.
Angling the type: Depending on the composition of the design, angling the type may be appropriate. Wherever possible, align copy to follow the typeface’s dynamic angle.
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or download our Evolve Airlines App You will be asked to present either forms of documentation...
Terminal
4 EAST
SELF-SERVICE KIOSK touch screen to begin
Default leading
Default leading
Default leading
or download our Evolve Airlines App
You will be asked to present either forms of documentation...
Terminal
4 EAST
SELF-SERVICE KIOSK touch screen to begin
Reduce default leading by 17%
Reduce default leading by 21%
Reduce default leading by 19%
fly with sustainability in mind
All of our profits fund research and development programs to make this airline more sustainable.
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Creative cropping
Although cropping our logo may seem a bit avant-garde there are still some rules to conform to:
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The logo should only ever be cropped if used at a large scale. 01/02 Yes! This is acceptable Crop from the top, right-hand side. Also ensure the path is fully visible and the finial is always cut off. 03 Too right can be too wrong Cropping excessively to the right can destroy the semiotics of our logo. Please ensure the logo is still identifiable when cropped. 04 The only way isn’t always up Please only crop from the right. Cropping from above, below or to the left of the logo can affect how identifiable it is. 05 Growth Spurt Please don’t manipulate our logo when cropping it. Stretching it vertically to fit the format is not acceptable. 06 Who ate all the pies? Please don’t manipulate our logo when cropping it. Stretching it horizontally to fit the format is not acceptable. 07 Fancy a lie down? Please don’t manipulate our logo when cropping it. Rotating it to fit the format is not acceptable. 08 Back to front Please don’t manipulate our logo when cropping it. Reversing it to fit the format is not acceptable.
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Uniform Cropping These are examples of how effective cropping should look. You may always want to refer back to our livery on page 27. There you can see how the logo is cropped on the tail fin.
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One shape and all sizes
Efficiency is an important part of making us the most sustainable airline. We take this so seriously, we have built it into our brand language. 01 Efficiency can be plotted on a graph in two ways. This is how our shape was derived. Its application can be versatile. From small scale name badges to large scale check in desks. We are open-minded on how you may choose to use it. However, there are some limitations: This shape compliments our identity assets, however the two should never be confused. Never place the lock-up inside this shape and do not use the shape as a placeholder for large body copy. 02 It can be stretched or shortened depending on.. the format your require it for. Please only manipulate the vector through its vertical and horizontal anchor points; and keep the angles consistant. Be sure not to affect the curving of circles.
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or
which gives you this
what we created
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Name Badge
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Check-In Desk
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Beyond the horizons
Following our initial logo concept which explored horizon lines, and our slogan; we wanted to build some of our identity around this. That’s why gradients play a big part in our branding. With that said, there are obviously some rules to follow. When appyling identity assets and copy onto the 3 colour gradient, please ensure it is all in white and does not cross the cut-off line. In order for the gradient to be effective as a graphic, there needs to be contrast between it and the information it is containing. The gradient may also be cropped if a more subtle or concentrated visual is required. In these cases, please only crop through the identified quadrants.
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Only place white copy/ brand assets in this area
Do not place any visual elements in this area
upper quadrant
lower quadrant
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No! None of this...
When applying our gradient across an entire surface please always position it to the centre of the format. This way it can be more effective as a semiotic for our brand identity. The only exception to this is our livery which uses the gradient to a left alignment. See page 27. We have worked really hard to make a gradient work in favour of our brand. Manipulating it would be a step in the opposite direction. Please therefore refrain from doing the following: 01 Right alignment is the wrong alignment. The gradiation should always move from light to dark, vertically. 02 Under water Reversing the gradient, making it appear upside-down gives the impression we are under water, opposed to being above a horizon. Please do not rotate it. 03 On reflection we should never step and repeat the gradient on the same surface. It’s a one-hit wonder. 04 Rotation is obliteration Please don’t rotate the gradient, ever. 05 Squish Please do not squash the gradient vertically 06 Squash Please do not squish the gradient horizontally.
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On the straight and narrow
Adding a key-line to our identity assets can help communicate that dynamic feel of movement and travel, if applied in the correct way. Please never alter the thickness of the key-line. It is proportionate to the thickness of airlines and is placed at a calculated distance away from the lockup and logo. 01. Left alignment 02. Right alignment 03/04 For the logo only
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Yes! All of this...
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No! None of this...
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Key-line colours and messaging 01. Gradient rendering for left alignment 02 Gradient rendering for right alignment 03 Titling 04 Call to action
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Yes! All of this...
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Evidence of how a gradient and key-lines could be used. Airport-printed boarding passes
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Self-Service Check-In
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Pattern
This is the only occasion where the logo may be separated; for good reason of course! A pattern may be applied to any brand textile or print for aesthetic purposes, but in doing so, the logo or lock-up should always be shown alongside the specific piece of design. Some collateral we considered relevant were: eye masks on board the aircraft, staff uniforms, seat upholstery or even limited edition livery designs. The possibilities are endless. We look forward to seeing how you might choose to use this pattern language.
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Die cutting. All our love and care is in the detailing.
Certain prints may be die cut to emulate the shape of our logo or the iconic pattern. This is a nice touch that draws attention, placing emphasis on their form. 01/02 Please ensure the die cutting follows the same curvature as the brand element you are using, regardless of scale.
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MENU We take every aspect of the future into consideration. That’s why all our ingredients are organic; and ethically sourced from sustainable farms and fisheries to ensure only the most natural produce is used in our meals.
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A view from the top
If you’re ever in doubt please refer back to this document. We don’t expect a lot, just some love and care. We hope we have given you some flexibility in using our branding; and look forward to seeing what the future might hold for our brand, with you working on it. Go on, do good! The evolve brand book can be viewed online. Access it at www.flyevolve.com/ourcreatives (user name: gdevolve; password: future2020)
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Like all of our material, this document was printed with soy inks on recycled paper to minimise our impact on the environment.
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