Aire Dorado Brand Identity Manual i
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Table of Contents Introduction.......................... 3 Logo Process................................................ 4 Inspiration........................................... 5 Signature............................................. 6 Proper Usage..................................... 7 Color................................................... 8 Secondary Element........................... 9
Typography
Primary..............................................10 Secondary.........................................11 Tag-line..............................................12 Proper Usage...................................13
Application Letterhead......................................14 Business Card................................15 Envelope..........................................16 Advertisements.............................17 Website...........................................18 Plane.................................................19
Extras
Complimentary Drink Card.......20 Merchandise...................................21 Credit Card....................................22 Other Logo Ideas..........................23
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Introduction
Aire Dorado
Aire Dorado, meaning Air Gold, is a Colombian airline located in Bogotå, the capital of Colombia. Aire Dorado has flights to cities all over Colombia and more than 50 countries around the world. Aire Dorado depicts the warm and festive feel that Colombia has to offer and together, the country and it’s airline want to unite all of Colombia with the world.
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Colombia is known to be the biggest producer and exporter of roses. The colors on their flag are red, yellow, and blue. Along with being known for being the worlds leading source of emeralds, they are also known for the story of “El Dorado�.
Logo: Process
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The logo for this airline is mainly inspired by the abstract shapes found in the emerald cuts. The shape of a rose was abstracted, simplified, and then the colors of the flag were added to design the “Aire Dorado” logo. The name of the airline was inspired by the story of “El Dorado” the city of gold that is said to be hidden somewhere in Colombia.
Logo: Inspiration
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x The area between the logo and the airline name should always be 1.5 square units. The entire logo should always be surrounded by a generous amount of space to ensure legibility. 1.5 sq. units
x
Aire Dorado
Logo: Signature
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Aire Dorado Aire Dorado
Aire Dorado
The arrangement of the logo should never be changed. The rose is always centered above the typeface. Besides certain advertisements and a yellow to orange gradient (seen on website) the logo should never be placed on any other background.
Aire Dorado
Aire Dorado
Logo: Proper Usage
Aire Dorado
Aire Dorado
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Pantone Process Coated DS 233-4C
Pantone Process Coated DS 73-1C
Pantone Process Coated DS 208-1C
Gradient
Pantone Process Coated DS 6-4C
Pantone Process Coated DS 49-1C
Pantone Process Coated DS 95-1C
Pantone Process Coated DS 1-3C
Logo: Color
The colors included in this identity were inspired by the Colombian flag. The row of colors seen on the left are all the colors included in the rose. The color to the right is the color of the typeface. The gradient used on the website, plane, and credit card, ranges from a Spanish orange to a yellow.
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The secondary element is first introduced on the stationary. It can be used in various ways, but it will always be seen in the color red and blue. The triangles will always be beneath the blue horizontal line. The secondary element can be scaled up or down in order to accommodate different situations.
Logo: Secondary Element
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Penumbra Serif web Abcdefghijklmnopqrstuvwxyz 0123456789 !"#%&'()*+,-./:;<=>?@ [\]_`{}~¡¢£¤¥¦§¨©ª«¬¯°²´µ¶·¸¹º»¼½¾¿ ÀÁÂÃÄÅÆÇÈÉÊËÌÍÎÏÐÑÒÓÔÖ×ØÙÚ ÛÜÝÞßàáâãäåçèéêëìíîïðñòóôõ÷ øúûüýþÿıŒœŠšŸˆˇ
The primary type, “Penumbra Serif Web” is only used in the signature, credit card, and the complimentary drinks card.
ƒˆˇˉ˘˙˚˛˜˝–—‘’‚“”„†‡•…‰‹›⁄™ Ω∂∆∏∑∙√∞∫≈≠≤≥◊fifl��� �������
Typography: Primary
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Avenir Regular ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 !"#$%&'()*+,-/:;=>?@[\^_`{|~¡¢£¤¥§ ¨©ª«¬®¯°±²³´µ¶·¸¹º»¼½¾¿ ÀÁÂÃÄÅÆÇÈÉÊÌÍÎÏÐÑÒÓÕÖØÙÚÛÜÝ Þßàáâãäåæçèéëìíîïðñóôõö÷ùúûüýþÿıŁłŒ œŠšŸŽžƒˆˇ˘˙˚˛˜˝˝—‘’‚“”„†‡•…‰‹›⁄™−fifl
Avenir Heavy Oblique ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 !"#$%&'()*+,-./:;<=>?@[\]^_` {|}~¡¢¤¥¦§¨ª©«®¯°±²³´µ¶·¸¹º»¼½¾¿ ÀÁÂÃÄÅÆÇÈÊËÍÏÐÑÒÓÔÕÖ×ØÙÚÛÜÝ Þßàáãäåæçèéêëìíîðñòóôõö÷øùúûüýþÿıŁł ŒœŠšŸŽžƒˆˇ˘˙˚˛˜˝–—‘’‚“”„†‡•…‰‹›™−fifl
The secondary type used is Avenir. Three different Avenir typefaces are used, “Avenir Regular”, Avenir Heavy”, and “Avenir Heavy Oblique”. These typefaces are used on the stationary, business card, envelope, credit card, website, complimentary drink card, merchandise, advertisements, and the tag-line.
Avenir Heavy ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 !"#$%&'()*+,-/:;<=>?@[\]^_`{}~¡¢£¤¥¦§ ¨©ª«¬®¯°±²³´µ·¸¹º»¼½¾¿ ÀÁÂÃÄÅÇÈÉÊËÌÍÏÐÑÒÓÔÕÖ×ØÙÚÛÜÝ Þßàáâãäåæçèéêëìíîïðñòóôõö÷øùúûüý þÿıŁłŒœŠšŸŽžƒ ˆˇ˘˙˚˛˜˝–—‘‚“”„†‡•…‰‹›⁄™−fifl
Typography: Secondary
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Donde tu vuelo sera de oro Pantone Process Coated DS 208-1C
Donde tu vuelo sera de oro
The tag-line “Donde tu vuelo sera de oro” means, “Where your flight will be golden”. The tag-line can be used in the blue or red color. It is only used on advertisements and the back of the business card and only seen using the font Avenir Roman and Heavy Oblique.
Pantone Process Coated DS 95-1C
Typography: Tagline
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Aire Dorado x
Other than the back side of the business card, the tag-line will always be seen underneath the logo. It must always be aligned right in between the “E” in “Aire” and the “O” in “Dorado. There must also be enough room between the airline name and the tag-line to maintain legibility.
Donde tu vuelo sera de oro
Typography: Proper Usage
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Aire Dorado 6 sq. units
Aire Dorado
31 de Marzo de 2007 Muy señor mío: Por la presente, me dirijo a usted en relación al trabajador Don Ramón Santos, trabajador que fue en nuestra empresa durante los últimos 12 años, siendo su trabajo y funciones las de desempeñar el cargo de empleado de limpieza, y que tuve el gusto de tener bajo mi mandato durante los últimos dos años. El señor Ramón Santos, mi sobrino, es un excelente limpiador de baños, y muestra enormes actitudes a la hora de fregar los suelos. Es por ello que le quiero recomendar con total confianza sus servicios de modo que su Banco pueda beneficiarse de los servicios de tan noble empleado. En todos estos años, no hemos tenido ninguna queja y considero que su labor se puede calificar como de excelente. Sin otro cometido, me despido atentamente, quedando a su disposición de cualquier información complementaria que ustedes necesiten.
Sebastian Gomez Presidente de Aire Dorado
Carrera 45 No. 24B-27, Bogotá, D.C. Colombia • (571) 275-2000 • airedorado.com
Letterhead size 8.5˝x 11˝ Carrera 45 No. 24B-27, Bogotá, D.C. Colombia • (571) 275-2000 • airedorado.com
Application: Letterhead
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2 sq. units
Aire Dorado Sebastian Gomez Presidente sebgomez@airedorado.com
T 571 275.2000 F 571 345.7789 Carrera 45 No. 24B-27 Bogotá, D.C. Colombia airedorado.com
Donde tu vuelo sera de Oro
Business Card size 3.5˝ x 2˝
Application: Business Card
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3 sq. units
2 sq. units
Aire Dorado Carrera 45 No. 24B-27, Bogotá, D.C. Colombia
Gema Sanchez 301 Secatogue Ave Farmingdale, NY,11735
Envelope size 8.5˝ x 4˝
Application: Envelope
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Aire Dorado Donde tu vuelo sera de oro
Reserva tu vuelo hoy! Precios desde $199 Visitanos en airedorado.com
Ven y descubre Colombia! La cuidad de oro te espera
vista airedorado.com para mas informacion
Aire Dorado
Viajes baratos a Colombia
199
$
Aire Dorado
Application: Advertisements
visita airedorado.com
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English-Spanish
PROMOTIONS
Like us on Facebook
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Visit us on Youtube
Application: Website
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Gift Cards
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Application: Plane
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Complimentary Drink
Aire Dorado While on board our flight enjoy a drink on us! Beer Wine Coffee Cocktail
Extras: Complimentary Drink Card
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Extras: Merchandise
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Aire Dorado
Puntos de Oro
3759 876543 21001 Sebastian Gomez
Extras: Credit Card
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Extras: Other Logo Ideas
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