Company Brand Guidelines 2017 Edition
Dedicated to those who enjoy the simplicity of design and the transparency of our airline. To those who enjoy the experience of flight and exploration in the Pacific Northwest and Canada. Northstar is honored to play a part in your travel adventures.
Northstar Airlines 2017 Company Brand Guidelines The Next Flight
Northstar Airlines Headquarters 358 NW 85th St, Seattle, WA 98117
Š 2017 Northstar Airlines. All Rights Reserved
Northstar Airlines: Connecting you to the Outdoors with Convenience and Comfort.
Tabel of Contents 1.01
Direct and Indirect Competitors
5.01
Print Advertisements
1.02
Our Mission and Vission
5.02
Branded Items
2.01 Logo
6.01 Applications
2.02
Primary Logo Integrity
7.01
2.03
Logo Variations
2.04
Logo Emblem
2.05
Unacceptable Uses
2.06
Unacceptable Uses of Emblem
3.01
Primary Colour Palette
3.02
Secondary Colour Palette
4.01
Fonts and Weights
Inspiration and Moodboard
Company: the heart and soul of a company is creativity and innovation
A Word From Our CEO Carter Anderson Growing up my family and I frequently drove from San Fransisco to Whistler for a weekend on the slopes. Overtime, I began to ask why we had to drive instead of fly but our gear restricted our means of transportation. Northstar Airlines foundation was to serve the adventure seekers of the Pacific Northwest and Canada to eliminate long drives leading to more time at the desired destination.
Carter Anderso n Carter Anderson CEO, Northstar Airlines
1.01 Direct and Indirect Competitors 1
As technology advances and the desire for convenience and comfort grows, Northstar Airlines maintains a competitive advantage through the comfort, cleanliness, and well-rounded experience that our guests enjoy. Through additional leg room, our complimentary adventure baggage promise and friendly employees we can help enjoy the best of both the Pacific Northwest as well as Southern Canada. Our staff is committed to maintaining affordable tickets which can be acquired efficiently through Passbook tickets.
2
1. Norwegian 2. Jet Blue 3. Southwest
3
1.02 Our Mission and Vision
2.01 Logo
Mission:
Vision:
Northstar Airlines services direct flights from the Pacific Northwest to Whistler, Canada with complimentary checked outdoor equipment such as kayaks, paddleboards, snowboards, skies, and snowshoes. Through convient booking and electronic tickets we strive to provide our guests with relaxing and laidback outdoor adventure.
At Northstar we strive to provide those residing in the Pacific Northwest and Canda with a cost effective, convenient and modern transportaion to ones outdoor weekend escape.
The logo encompasses the adventurous spirit of Northstar Airlines through the naturesk image of a mountain excelling through the sky. The sleek and modern style encompasses our company values and standards while representing our commitment to our adventurous guests.
Northstar Airlines
2.02 Primary Logo Integrity The space surrounding the Northstar Airlines logo will have a minimum of .25 inches and a spacing of .13 inches streching from the arc of the circle to the tip of the line.
1
.25 inch
.13 inch
2
Northstar Airlines
.25 inch
3
Northstar Airlines
.4 inch
1. Vertical Hanglines 2. Horizontal Hanglines 3. Minimum Size
2.03 Logo Variation Although our standard logo will be used whenever possible, we understand that size constraints and legibility will require an additional logo variation which will be utilized when our standard logo is not compatible with the space allowance. The vertical variation stays true to the Northstar Airlines aesthetic and will be placed on luggage tags, our store office and other various vertical spaces.
Northstar Airlines
2.04 Logo Emblem The emblem of our logo is more simplistic than the logo itself and can be placed on promotional material if size is restricted.
2.05 Unacceptable Uses
2.06 Unacceptable Uses of Emblem
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Northstar Airlines
Northstar Airlines
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this is unacceptable
Colours:
are one of the most important things to transfer a brand to the customer
3.01 Primary Colour Palette
3.02 Secondary Colour Palette
The colour pallete consists of three main colors: Forest Green, Turquoise Blue,and Steel Gray. These colours represent the calm nature of the outdoors while representing the lakes, mountains, and forests that our passangers are traveling to.
The secondary colour pallete consists of three colors: Radical Red, Old Copper, and French Grey. This palette will primarilty be used in print and digital ads but will not be used in the logo.
Tint Percentage HEX: 334023
75%
50%
Forest Green
HEX: 682024
R: 51
G:64
B:36
C: 70
M:50
Y:87
Pantone Color
K:55
2266 C
B:36
M:90
Y:77
K:48
Radical Red
7421 C
HEX: 5a3d2e
R: 106
G:205
B:234
C: 52
M:0
Y:5
Pantone Color
K:0
2197 U
R: 90
G:62
B:47
C: 47
M:66
Y:75
Pantone Color
K:48
Old Copper
18-1222 TPX
HEX: c8c8c6
HEX: 4c5055
Forest Gray
G:33
C: 35
Pantone Color
HEX: 6acdea
Turquoise Blue
R: 105
R: 77
G:80
B:86
C: 68
M:58
Y:52
Pantone Color
10392 C
K:33
R: 201
G:201
B:199
C: 21
M:16
Y:18
Pantone Color
7421 C
French Grey K:0
50%
75%
Typography:
4.01 Fonts and Weights Avenir Next Condensed
Avenir Next Condensed will be used for body copy as it’s condensed style is easily legible and fits in smaller spaces.
Avenir Medium
Avenir Medium willl be used for subheadings and when larger text is needed.
Avenir Heavy
Avenir Heavy will be used for headlines when a bolder statement is to be made.
Avenir Next Condensed
Avenir Medium
Avenir Heavy
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5.01 Print Advertisements An up to date issue of the Northstar Airlines Magazine will be located in the seat pockets on our aircraft.
5.02 Branded Items
Applications: 5.01 Applications
6.01 Applications
Email from the CEO Greetings from Northstar ‘s CEO
Greetings Northstar Associates, As 2017 comes to a close, I am excited to share with you some of the amazing updates and additions we have made in the past year. Three months ago, I wrote to you to share how we began investing in our plane layout to carry various checked outdoor equipment. Today, I am excited to share with you the results of our planning, time, and labor thus far. Thanks to our engineers and architects our planes are capable of accommodating one oversized item per passenger in the cargo hub of our planes for safe transportation. Similarly, the main cabin has been designed to have a modern and spacious layout that includes additional leg room, plenty of overhead bin space for carry-on items, and outlets at each seat. Since September, we have hired and trained employees at our Vancouver, Whistler, San Francisco, Portland, Seattle, and Missoula locations. We are grateful for your hard work and dedication to serving our guests. To ensure our guests have a satisfying experience with Northstar Airlines, we will implement a follow up email from each booking asking what was successful and what improvements could be made to ensure that we operate at the highest level possible. This will be located on our mobile-friendly website, in an email follow-up, as well as at kiosks located inside the airport terminal. Our Northstar Airlines app launched in October for a beta period. This app contains flight booking, tracking, and check-in abilities and will provide each guest with the option
of downloading the boarding pass to one’s passbook for easy access. For additional convenience, we will provide a map of your current terminal to better acquaint our guests with the area as they await their flights. We are proud of these milestones and efforts that have been displayed thus far and will launch our New Year special on January 1st. We hope that you take the time to enjoy the outdoors over the holidays and look forward to providing a welcoming and comfortable experience to all with the new year approaching. I look forward to see the progression of our company and the efforts we can make as a whole. Warm regards, Carter Anderson President and CEO, Northstar Airlines
Blog Post A Whistler Weekend Under $500 Friendly people, beautiful landscapes, classy and diverse cities are a few of the beautiful things that Canada has to offer. Canada has extensive land with varying climates from rainforest, deserts, snowcapped mountains to icy tundra. When my friend Mallory suggested a weekend trip to the slopes I couldnâ&#x20AC;&#x2122;t pass up the opportunity to get away for the weekend. When looking for last minute flights for our ski trip, Northstar Airlines provided the most cost efficient and friendly service. Through checking our outdoor gear, we were able to save money rather than renting which would have added an additional $50 to each of our slope tickets. Overall Mallory and I spent under $500 for our three-day weekend trip filled with snowcapped mountains.
Landing Page The Northstar Airlines landing page will provide promotional information to encourage the user to book a flight with our airline. We will provide feature and benefits information as well as quotes from our guests to provide a cohesive insight into the brands experience.
Facebook Desktop Profile Our Facebook account will display the details of our company, our contact information, relevant and up to date article posts as well as promotional information.
Facebook iPhone X Profile We will ensure that social media content and online platforms will be responsive to accommodate desktop, tablet, and phone devices.
Spotify Banner Advertising banners will be strategically placed to better reach our target market through social media channels. The banners will provide inforamtion of upcoming or current sales with a book now option that will direct the user to our website.
Instagram Post
Twitter Post
Instagram will act as an interactive platform where viewers will be encouraged to post images of their travels with #northstaradventure to be entered to win a pair of tickets to their desired destination on Northstar Airlines. This approach will provide a personal aspect where most posts will be of guests highlights while traveling with us.
Twitter posts will use imagery and direct wording to reach our market with a short and cohesive message. We will have a call to action on our images that will encourage users to visit our website to book their next adventure with Northstar Airlines.
#northstaradventure
YouTube Banner Advertising banners will be strategically placed to better reach our target market through social media channels.
Flights booked in January
STARTING AT $75 On Northstar Airlines
outdoor gear ďŹ&#x201A;ies for free
BOOK NOW Northstar Airlines
Northstar Airlines App The Northstar Airlines App conveniently allows guests to check in, book a flight, retrieve trip information, as well as changing or canceling a flight reservation. Features on the app allow you to receive notifications regarding your flights status, boarding position, as well as gate and baggage claim information. For simpler travels a mobile boarding pass will be uploaded to our guests NorthstarAdventure account or to their Passbook for ease of access. Our newest version of the app will request that guests flying on our airline will upload images of their outdoor gear so that we can appropriately accommodate items allowing for faster loading and unloading of the aircraft. Similarly, we will have a gallery where guests can post images of what adventures they have embarked on with Northstar Airlines. In doing this we hope to inspire others on what adventures are out there to create a movement of bringing friends and family together in the outdoors. Northstar strives to provide you with an organized and convenient travel experience; therefore, we added a map section to our app that updates to your location. This feature will help familiarize our guests with the various terminals and helpful airport information.
Travel with Convenience and Comfort to your outdoor adventure.
7.01 Inspiration and Moodboard Our inspiration derives from the Pacific Northwest Outdoor Adventurer. We appreciate natural colors, simplistic graphics, and outdoor scenery.
northstarairlines.com