Northstar A IR LI N E S
Table Of Contents
ŠNorthstar Airlines TM 2017. All Rights Reserved Northstar Airlines Headquarters 61602 Skyline Ranch RD, Bend Oregon 99702
Brand Overview
4
Letter from CEO
6-7
Mission and Vision
8-9
Competition
10-11
Logo
14-16
Clean Space
17
Logo usage
18-19
Color
20-21
Secondary colors
22-23
Typography
24-25
Imagery
26-29
Print Mockups
30-35
Digital Branding
36-45
New Technology
46-49
Brand Overview
National park in the Northwest located in the United States we have hundreds of flights to this location a week.
Letter from the Founders
G
rowing up, I remember going on family vacations often, my parents were adventurous and loved going to as many beautiful and iconic places as possible. We went to many National parks around the United States and
a few in Canada. As I grew older so did my love for love traveling, which helped in my decision in wanting to work for an airline, free traveling, am I right? As I worked my way up in the company my interest in Airlines grew. In 2008 I decided to branch out and start my own airline. An airline that made seeing nature easy and attainable. I knew I needed a business partner, this is where Lisa came along. She is very good with logistics which is just what I was lacking. The idea of a nature seeking airline grew when I found out Lisa never got to see nature when she was growing up. Lisa was a city girl with a single mom, and didn’t start traveling until she went to college out of state. This encouraged her to get into the airline business so she could travel while paying off student loans before getting into her career. Long story short here we are, founders of an adventure airline trying to help people see the beautiful nature in North America.
Sincererly,
Luke and Lisa
We Strive For Adventure Northstar Airline is for the traveler and the adventurer. Rivers, lakes, hiking trails, mountains, valleys or canyons, Northstar wants to help travelers get there. The heart of this company is deeply rooted into nature. We are a small airline that flys in and out of large international airports and brings people to smaller ports, strategically located near National Parks and some State Parks in Canada and the United States. Our airline is partnered with National and State parks so that when people fly with us they can earn vouchers and discounts for the parks. Our goal is to get more people traveling for the sake of vacation and adventure, by taking people to the most beautiful parts of North America.
We Believe There are already enough airlines that people use for business, family visits, or University travels. We believe that there is more to traveling than just out of obligation. We recognize it is important to go to places people need to go but we want to help travelers get to where they want to go. We see the need for traveling to a place that is simply nature, a place that helps people disconnect from their hecktic lives, and help them reset. Northstar wants to get people connected to nature with little to no hassle.
“We know you love nature and we want to help you get there ease�
Competition Our competitiors include Spirit Airlines, Frontier Airlines, Jetblue Airlines, Southwest Airline and Alaska Airlines. Southwest Airlines and Alaska Airlines have similar systems and promotions as we do at Northstar. Some examples of this are things like customers getting their first two bags free and free carryons similar to Southwest or how customers can select their seats on the plane while purchasing the tickets like Alaska. These two airlines are larger than we are and have a wider market but we still compare ourselves with them and compete with them based on similar promotions and offers we both present to consumers.
Subpar time preformance, many customer complain and often have issues with missing bagage. They do have lower prices and cheaper baggage fees that consumers do enjoy.
Spirit, Frontier and Jetblue are smaller airlines, but still larger than Northstar. Size and market wise they are more comparable as competition. Spirit and Alaska are good airlines for consumers looking to fly to most National Parks in the United States of America. Southwest is a good airline for consumers who want to fly to most Canadian National Parks. Frontier has a lot of small ports that are nearby many State Parks. Northstar flies to both big ports and small ports so we can get customers from big cities to nature. We can get customers to Canadian Parks, United States Parks and back to their home town unlike any other airline.
Outrageous fees including for carryon bags and customer horror stories. The numbers don’t lie here either. In addition to being the only domestic airline rated 2 out of 5 by Skytrax for airline experience, it was excessively late 12% of the time 50% more often than the average airline. Low-cost fees—the least amount of fees among the airlines $20 for first and second bags. The airline also has the least number of complaints with the DOT.
Has the fewest amount of complaints by consumers but only has 71% on time flight preformance. It is the favorite airline for people who travel often. No hidden fees, for the consumer.
JetBlue edges out Southwest with its 4 out of 5 stars rating for airline experience from Skytrax. JetBlue is neck and neck with Southwest for on time performance but total additional fees are a bit higher and are destined to increase as well, charging for checked bags. JetBlue has the highest customer satisfaction as ranked by ACSI.
Logo Overview A beautiful mountain that can be found in central Montana, United States.
Logo Primary Logo
The Northstar logo a pine tree next to the name of the company. Plain and simple. Our primary logo is currently used on flyers, brouchures, billboards, social media, magazines, and anything that a consumer who may not be familiar with the brand might see. To keep consistency through out the brand the font used in the logo is the same font used in the headlines. The font used is called Dosis. The trunk of the tree is the same round shape as the bottom of the letters in the font, such as the ‘N’.
Secondary Logo
The Northstar secondary logo is a simply an N and an A which stands for Northstar Airline. In bewteen the N and A is a tree to remind the consumers that this airline is unqiue and centered around nature. This logo will be seen on items that consumers that are already familiar with Northstar interact with. These would be items such as on the employee uniforms, on the napkins, cups, the tail of the plane, or in user experience places such as the app or our website.
NA Northstar Airline initials
+
+
Arrow point up for North
=
Representing nature airline is partnered with National parks
N A The tree is in the center of the initials because the airline is centered around nature
Northstar A IR LINES
N A
Clean Space for our Logo
1/4’’
1/4’’
Northstar A I RL I N ES 1/4’’
1/4’’
3/4”
3/4”
N A 3/4”
3/4”
In order for the logo to be seen and not crowed out there needs to be a clean space around it. We don’t want consumers to miss our logo because of information overflow, therefore we need to have a decent amount of space around out logo so nothing distracts eyes away from it. Our logos require at least three quarters of an inch of clean space on all sides.
Improper Logo Usage
Northstar
r a t s h t r No
Northstar
The large should only be used in the secondary logo not in the primanry logo.
Neither the primary or the secondary logo should be twisted or distorted.
The tree should not be moved away from its orginal location.
N A
The spacing betweent the letters and the tree should not be altered in any way.
N A
The tree should not be moved up or down. It should always remain in the center
NA
The secondary logo should not have the small tree in it, the small tree is only for the primary logo.
Colors We have a dark teal and a lighter off teal as our main colors give off a nature vibe reminding the viewer of water and sky. It also has a clean, hip feel to it as well. Blue can be seen as crisp and professional. It is a fitting color for an airline, both for the professional vibes and since planes are meant to be in the sky. Many of our competitiors agree and also use blue as one of their main colors. Our competitiors use blue, but our blue is different, since it is more of a teal, providing a modernized feel to the typical blue often used by other airlines.
Hex: #307681 RGB: 48r 18g 129b CMYK: 82c 40m 42y 10k
Hex: #1c3e47 RGB: 28r 62g 71b CMYK: 88c 62m 55y 45k
Secondary Colors When we were looking for colors to complement our main colors which are dark and light teal, we wanted to have earth colors that didnt look like
Hex: #3e4f0b CMYK: 69c46m100y43k RGB: 62r79g11b
Hex: #1c4d33 CMYK: 84c43m83y45k RGB: 28r77g51b
poop brown and gross green. We searched through images that related to our brand and found fun colors seen in sunsets and in the Parks. This inspired us to use greens that have a fun modern feel, along with pink and
Hex: #f1c001 CMYK: 6c23m100y0k RGB: 28r77g51b
yellow. The colors aren’t so earthy that it feels like only ‘granola’ people can fly with us but are open to everyone who wants to travel and see what North America has to offer.
Hex: #e29c89 CMYK: 9c44m41y0k RGB: 227r157g139b
Hex: #e29c89 CMYK: 9c44m41y0k RGB: 227r157g139b
Typography Dosis font Headline text will be somewhere around twenty five pt. subheadline will be in size fourteen font in most cases but that isn’t set in stone it is depend on the ad. This font is called Dosis and it will be used for brand recognsion.
AaBbCcDdEeFfGgHhIiJjKkLlMm NnOoPpQqRrSsTtUuVvWwXxYyZz
Ebrima font This text is called Ebrima. This will be used for filler text and paragraphs. It will be used from eight pt to tweve pt font size. The leading should never allow the words to touch each other, there should always be complete readablity.
A a B b CcDd EeFfG g Hh I i J j KkLlMm N n O oP pQ q RrSs Tt Uu VvWw XxY y Zz
Destination Imagery The majority of Northstars imagry will be from National and State Parks from both the United States of America and Canada. Our mission and main focus for Northstar is to get people to nature. We are blessed to live in such a beautiful part of the world and want everyone to have the chance to see it. The images should give viewers a sense of envy, causing them to want to buy a plan ticket to see the nature for themselves. Both warm colors and cool colors wanted in the imagery. The main common color theme that will be seen among photos are blues, greens and oranges. Images can be of famous landmarks or general nature. People can be in the photos, but little to no pictures with people in the foreground or as the main subject as nature should be the main subject. Images with humans in them should never have a human disrupting nature.
Branding in use
A great hike that is just a flight away. Adventure through Sequoia National Park which is located in California in the United States.
GEG FLG AK ANC PSP SAN OAK ASE DEN COS RKS SEA SLC SAT HOU PIR RAP PVD PHL PIT EUG SAL DAY CVG FAY JFK ABQ MCI BOS SBN BC YAC XCM QC AB YCR ZFD YMQ
Digital Branding
Beautiful view of the Northern lights in Alaska, United States.
Advertising Campaign An example of how our campaign work can be seen below, this is our March 2018 calendar. we want to kick off a new campaign this summer so here is our plan to get it started. We will have a newsletter send out on the 1st of the month along with posting the landing page and an internal email sent to all of the employees. The email will make sure everyone in our team is on the same page and the landing page will be promoting our summer sale on tickets to buy this spring.
“This doesn’t have to be on your bucket list, you could plan this trip today.�
Web Banner on Travel Pages
Northstar Landing Page
GEG FLG AK ANC PSP SAN OAK ASE DEN COS RKS SEA SLC SAT HOU PIR RAP PVD PHL PIT EUG SAL DAY CVG FAY JFK ABQ MCI BOS SBN BC YAC XCM QC AB YCR
Spotify Banner Ad
Northstar Twitter Page and Tweet
GEG FLG AK ANC PSP SAN OAK ASE DEN COS RKS SEA SLC SAT HOU PIR RAP PVD PHL PIT EUG SAL DAY CVG FAY JFK ABQ MCI BOS SBN BC YAC XCM QC AB YCR
Northstar Instagram Page
Internal E-mail
GEG FLG AK ANC PSP SAN OAK ASE DEN COS RKS SEA SLC SAT HOU PIR RAP PVD PHL PIT EUG SAL DAY CVG FAY JFK ABQ MCI BOS SBN BC YAC XCM QC AB YCR
Northstar Technology
Samsung tablets using bixby technology Read Northstar blog posts Connect to Northstars youtube channel Live GPS ‘flying over map’ Read about National parks Scroll through Pinterest When flying on the plane, travelers can scroll through pinterest, looking at nature photos or read through our many blog posts such as this one shown. The most recent and popular Northstar blog post, encouraging our younger target market to fly with Northstar because we make it easy and cheap for their convience.
Plan your trip on the way there