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Makers Air // Brand Guidelines
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Inside Logo
Logo Usage Logo No No’s
Typography
Fonts Hierarchy Type Elements Usage
Elements Color Graphic Usage
The Difference
Story Positioning and Tagline Mission Keywords
Language Mood + Inspiration Photography
The images used are not owned nor are they represented to be owned by helium creative, inc., they are merely examples of the type and quality of photographs and images to be used in the client’s final product. helium creative makes no representations nor warranties of ownership and expressly denies they have a right to use said image for anything but examples of the type and quality of images representative of the quality of the work produced.
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An experience made for the journey seeker.
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FINAL LOGO
Logo Your logo acts as a symbol for the brand. It is the first impression, the subtle and unique visual communicator that sets the initial tone for the company. This mark has the longevity to withstand time, along with the simplicity to effortlessly complement the brand. helium creative
The Makers Air logo is a sophisticated mark that speaks of stability, confidence, and trust. The icon that accompanies the wordmark was inspired by both cloud and Bahamian ocean floor patterns and adds a sense of blissfulness to the logo. Overall, this mark is a testament to the brand’s roots and history. The wordmark should always be used with the accompanying icon.
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logo [proper logo usage]
PROPER LOGO USAGE To maintain consistency of your brand and the integrity of the logo, proper usage must be followed. The following outlines proper logo usage.
COLOR The Makers Air logo is primarily used in the main brand colors of blue and white. When deciding which color to move forward with, consider contrast first and foremost. The logo needs to stand strong on whatever color or background image it is used against. A solid black option is provided for use only when absolutely necessary, such as color restrictive printing or difficult background where color contrast is lost. helium creative
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logo [proper logo usage]
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LOGO ON BRAND ELEMENTS + PHOTOGRAPHY When the logo is used over any photography, image, pattern or color, it is important to make sure there is clear space for it to reside. No distracting backgrounds, patterns or textures. Use these examples or any other examples throughout this book as a guide. The logo cannot stand against busy backgrounds, so be mindful of selecting an image that allows space for it to shine. If necessary, you can scale or manipulate the photograph to give the proper breathing room. Color contrast is also important, making sure the logo is against a background that does not distract or blend in. Makers Air // Brand Guidelines
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logo [proper logo usage]
1.69”
470 px
1”
354 px
SCALING
SCALING FOR DIGITAL
The wordmark can be scaled to a minimum size of 1.69” wide for printed material. If the logo needs to be smaller, the tagline must be removed. The smallest scaled logo without the tagline should be capped at 1” wide.
The logo can be scaled to a minimum size of 470 px wide for digital material, whether website, social post, digital advertising, etc. Anything smaller, the tagline must be removed. The logo without the tagline can be scaled to a minimum size of 354 px wide.
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.45” .75”
.75”
.45”
PADDING Allow for at least one proportional icon surrounding the Makers Air logo to pad appropriately. No competing elements such as text should interfere with this negative space. More white space is generally a good thing. Use your best discretion!
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logo [improper logo usage]
IMPROPER LOGO USAGE It is easy to ruin a good thing! Don’t let your logo fall victim to inconsistent handling. Always maintain proper guideline standards. The following outlines improper logo usage.
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ADDING ELEMENTS
SKEWING THE LOGO
Adding other graphic elements such as strokes, outer glows or drop shadows are not permitted.
The logo must always be scaled proportionately. Never skewed or stretched.
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ALTERING THE LOGO
CHANGING COLOR
ALTERING FONT
Don’t mess with a good thing! Let it be. No playing with sizing, scale, composition, etc.
No weird colors, please! Stick to our brand colors and proper usage. Keep it classy.
The logo must always maintain its integrity. Do not change the font please! Makers Air // Brand Guidelines
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logo [improper logo usage]
LOGO ON BACKGROUND When the logo is used on any photography, image, pattern or color, it is important to make sure there is clear space for it to reside. No distracting backgrounds, patterns or textures. Use these examples as a guide of what not to do. helium creative
TOO BUSY / FIND AN AREA OF THE PHOTO THAT HAS OPEN SPACE OR LESS DISTRACTION
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NOT ENOUGH CONTRAST ON PHOTO
NOT ENOUGH CONTRAST ON SOLID BACKGROUND
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KHMER MN Khmer MN is a uniquely stylized font that pulls from both serif and sans serif typefaces. Although a sans serif font, each letter has particular elements inspired by the thicks and thins of traditional serifs. Used in the Makers Air brand as the logo and headline font, Khmer MN is easy to read on both digital and printed platforms, is memorable, and has an air of stability and elegance.
Typography Brand typography is broken down to illustrate how to use the proper type formatting and font selection for various uses. helium creative
REGULAR
Khmer MN Regular
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KHMER MN REGULAR
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 1 2 3 4 5 6 7 8 9 0 !@ # $ % ^ & * ()-_+={}
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typography
UNIVERS LT STD
UNIVERS 45 LIGHT
A reliable sans serif, Univers LT STD serves as Makers Air’s body copy font. Known for great readability for both digital and print, this typeface complements Khmer MN by brining balance and simplicity to the typography.
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz
LIGHT
Univers 45 Light ROMAN
Univers 55 Roman BOLD
Univers 65 Bold
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1234567890 !@#$%^&*()-_+={}
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UNIVERS 57 CONDENSED
UNIVERS 45 LIGHT
A playful variation of the Univers font family, Univers 57 Condensed is perfect for buttons, listed items or special call-outs. It contrasts the other brand fonts with its condensed form and adds a playful element to the any typographybased design.
ABCDEFGHIJKLM NOPQRSTUVWXYZ
LIGHT CONDENSED
Univers 47 Light ROMAN CONDENSED
Univers 55 Roman
1234567890 !@ # $ %^&* () -_+ = { }
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typography [hierarchy]
Display Headline 1
DISPLAY 1 HEADLINE Khmer MN Regular 0 pt tracking Used minimally, one line of text suggested for this copy
Display Headline 2
DISPLAY 2 HEADLINE Univers LT Std 55 Roman -30 pt tracking Suggested leading: +3 pt > font size
Secondary Headline
SECONDARY HEADLINE Univers LT Std 65 Bold 20 pt tracking
Body Copy
BODY COPY Univers LT Std 45 Roman 0 pt tracking Suggested leading: +3 pt > font size
SUPPORTING COPY
SUPPORTING COPY Univers 57 Condensed Regular 240 pt tracking Used minimally, one line of text suggested for this copy
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DISPLAY 1 HEADLINES
- Brand Messaging
SECONDARY HEADLINES
SUPPORTING COPY
- Supporting Information - Subheadlines - Flight Information
- S H O R T D E TA I L S
HOW TO USE SECONDARY HEADLINES Secondary headline type is used for the headline of a paragraph or introduction. It’s also great for elongated quotes that will not work for display type. This typographic treatment is best used for supporting information, categories, etc. and is often paired with display headlines, body copy or used on its own.
HOW TO USE SUPPORTING COPY Supporting copy is used to help punctuate a typographic composition or collateral. This supporting text can be used for buttons on web pages, contact and other minimal information. Supporting copy should be brief, kept only to a few words or short statements. It is great to pair supporting copy with secondary text for high contrast.
- F L I G H T I N F O R M AT I O N - D I G I TA L C O N T E N T
DISPLAY 2 HEADLINES
- Main Headlines - Call Outs
HOW TO USE DISPLAY HEADLINES Display headlines are used for any showcased/primary call outs or headline typography. It is ideal for a single sentence, pull quote or strong statements that you want to stand out or pack a visual punch. Display usage is great against a photograph or high contrast background. Display should not be used for long statements. Less is more!
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typography [usage]
DISPLAY 2 Univers LT Std 55 Roman Size: 36 pt Tracking: -30
BODY Univers LT Std 45 Light Size: 16 pt Tracking: 0 Leading: 19 pt
SECONDARY Univers LT Std 65 Bold Size: 16 pt Tracking: 20
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An airline for the adventurer. Our goal is to connect passengers to paradise from land to sky, where intricate coral formations are framed by endless pristine ocean gradients. Book Today
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OVERVIEW: These pages serve to show examples of typography usage for better understanding of hierarchy and application. Varied samples of body copy and headlines are showcased to demonstrate the ratio of headline to body copy, as well as the importance of maintaining clear and legible body copy with appropriate leading and sizing.
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DISPLAY 2 Univers LT Std 55 Roman Size: 29 pt Tracking: -30 Leading: 32 pt
2 BODY Univers LT Std 45 Light Size: 13 pt Tracking: 0 Leading: 16 pt
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SECONDARY Univers LT Std 65 Bold Size: 13 pt Tracking: 20
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typography [usage]
SECONDARY Univers LT Std 65 Bold Size: 14 pt Tracking: 20
BODY Univers LT Std 45 Light Size: 10 pt Tracking: 0 SUPPORTING Univers 57 Condensed Regular Size: 7 pt Tracking: 240 SECONDARY Univers LT Std 65 Bold Size: 14 pt Tracking: 20
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1
SECONDARY Univers LT Std 65 Bold Size: 14 pt Tracking: 20
2
BODY Univers LT Std 45 Light Size: 10 pt Tracking: 0
3
SUPPORTING Univers 57 Condensed Regular Size: 7 pt Tracking: 240
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SECONDARY Univers LT Std 65 Bold Size: 14 pt Tracking: 20
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Elements Color, texture, and supporting accents each help to communicate the brand language and enhance the brand experience. They are used interchangeably, but never all together. These additional elements help breathe life into your brand. helium creative
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PANTONE ® The proprietary color matching system used in printing to create inks and maintain color integrity; the Pantone numbers listed refer to the Pantone Matching System.
RGB [Red, Green, Blue] – the method by which video monitors and projectors display color; the numeric values listed refer to the amount or intensity of red, green, and blue in each of the colors.
CMYK [Cyan, Magenta, Yellow, Black] – also referred to as “process colors,” the method by which images are printed using cyan, magenta, yellow, and black. The specific numeric values refer to the percentages of each of the four process colors.
HEX The colors used in display devices [PC monitors and scanners]; the numeric values listed refer to the amount or intensity of red, green, and blue in each of the colors.
COLOR The Makers Air color palette is inspired by the indescribable blues seen when flying over The Bahamas. White [inspired by the clouds seen from the airplane window] plays a big part in the palette as well. To root the brand as an established airline, a vibrant blue becomes the main color that ties the palette together. Makers Air // Brand Guidelines
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elements [color]
BLUE Pantone 2728 RGB 37, 66, 199 CMYK 91, 82, 0, 0 HEX #2542C7
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WHITE RGB 255, 255, 255 CMYK 0, 0, 0, 0 HEX #FFFFF
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100%
90%
80%
70%
60%
50%
40%
30%
20%
TINT A color tint can be used to work with an overall composition and create contrast or monochromatic imagery. Tints are not meant to be used on the Makers Air logo. Makers Air // Brand Guidelines
10%
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elements [color]
100%
90%
80%
70%
60%
ADDITIONAL PALETTE: The vibrant waters of The Bahamas contrasted against black and white lifestyle images organically shape an additional color palette. The photography used throughout the brand will showcase these tones. helium creative
50%
40%
30%
20%
10%
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elements [graphic] [design]
GRAPHIC ELEMENTS Graphic elements are used to further the brand identification and help to visually communicate it. These items can be used sparingly so as not to overwhelm or clutter a composition.
PATTERN Taken directly from the shape of the icon, the Makers Air pattern is romantic and fluid. The pattern can be transformed into different shapes - for example, a chain of islands. Individual pieces of the pattern can also be removed to create a sense of playfulness and relaxed perfection. helium creative
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+
+
HOW TO USE In addition to the pattern, the 3 pieces that compose the Makers Air icon function as design elements. As seen above, the icon can be broken down into individual parts. These parts can work alone or together. When using these pieces in a design it’s important to be conscious of scale. The intended use is to significantly increase the scale of an individual piece to create as much impact as possible. Makers Air // Brand Guidelines
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elements [graphic]
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elements [graphic]
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The Difference What makes the brand unique? How are we going to stand out from the herd? The positioning statement, mission, and overall values help define who you are and why you do what you do unlike anyone else. helium creative
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It is the calm ocean water, when it meets blue sky and white puffs of cloud, that almost infinite and invisible horizon line - it is the surest sign you’ve entered paradise. White against blue, blue against green, the organic structure of reef against ocean and the liberating view of plane wings against vast pink sky and rising sun. These moments captured only in an instant, are treasured for a lifetime. The moment just before you embark upon an adventure, just before you fly to the greatest of getaways, that moment before the arrival - it’s the journey. And Makers Air is the journey-maker. Our connection to paradise runs as deep as the Atlantic. Beginning at a young Staniel Cay, Joe Hocher capitalized upon his vision to breathe the indescribable magic of island life to those who sought the luxury of true escape. What resulted from this ambitious feat of passion became a family owned, and strategically grown, premiere boutique airline that believes in the value of passenger experience and safety. With VIP consideration from the moment you walk into our lobby, Makers Air understands the destination is not your only adventure - it’s also the exciting journey to get there. From the time a departure is scheduled to your return home, Makers Air thoughtfully implements detailed customer service to make the journey equally as memorable as the destination.
BRAND STORY The story is the foundation of a brand. Not only does is give a general understanding of who the company is, but also helps to set the groundwork for showcasing what the unique positioning and selling point are. Understanding the overall brand statements, key terms and language will help gain a strong grasp on who the brand is and what the differentials are. Makers Air // Brand Guidelines
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the difference [brand story]
Our fleet of private charter planes makes flying to the Bahamas not only convenient, but a pleasure. The Makers Air story is not just about travel, it’s about the family who formed a team and the team who became a family. Our culture stems from a unified vision of experience-driven travel, meticulous safety measures and a mutually threaded corporate fabric. These values are the foundation of Makers Air, the groundwork from which we take flight. Born from this like-minded culture is an airline with the feel of exclusivity, but is conveniently accessible. With a reputation of safety and security, proving lasting success flight after flight, Makers Air embraces the opportunity to extend their family to yours. The experience of travel should be easy, it should be the threshold of lasting memories shared with those you love. From the smile on your child’s face to the glow in your partner’s eyes, Makers Air guarantees an airline you can trust with your greatest interest at heart. An airline for the adventurer or thrill seeker, the family getaway or solo escape, the professional in need of a challenge-free flight, or anyone in between. Makers Air offers the trimmings of the most sought after charter planes without any unwanted pretense or premiums. Our goal is to connect passengers to paradise from land to sky, where intricate coral formations are framed by endless pristine ocean gradients. Makers Air propels the experience of flight by bringing back what it means to fly – the romance of abandon and discovery. The togetherness of family, of the great escape, of time fading into crystal blue waters. Because travel should be effortless and exciting. An experience made for the journey seeker.
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the difference [positioning statement + tagline]
A private flight charter with service to the Bahamian Islands and select domestic destinations, Makers Air is a boutique airline for travelers who seek a carefree, personalized and upscale alternative to the challenges of commercial flying. Providing passenger and cargo services, Makers Air offers multiple daily flights at competitive prices to both popular Bahamian destinations as well as those untouched island spots that only the locals know about. Detailed safety measures, a tailored passenger experience, and an acute focus on customer service position Makers Air as the leading island airline.
POSITIONING The positioning statement defines what makes a company unique in the industry. It is used primarily only for internal purposes to collectively understand the brand ‘niche’ or position. The positioning statement is not shown to anyone outside of the company. It is the foundation for all additional messaging and materials. The position answers three questions: Who are we targeting? What does the company offer / problem do they solve? How does the company offer a unique vantage over competitors? In short, what foot is leading and why is that footing unique? helium creative
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Destinations made.
TAGLINE A corporate tagline is intended as a nod to what the brand offers, who the company is or the company essence. It is a short, simple, direct line.
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the difference [mission]
Makers Air connects passengers to paradise by bringing back the abandon and discovery of flight.
MISSION STATEMENT The mission statement communicates the goal and passion of a company. It is a ‘romantic’ statement based off the positioning statement. In it’s essence, the mission addresses the WHY and WHO. Who is the brand and why does it exist? What is the company’s reason for being? Mission statements can vary. Some are more robust and factual, others are short and ethereal. Often times a mission statement is shared on a company website, expressed to clients, etc. It is not strictly an internal statement like the positioning. helium creative
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Language The voice of your brand is key to its success. Proper language is a huge component when verbally communicating your brand experience. Everyone involved should use the same verbiage to describe how they personally feel about the company and what the client will ultimately feel or take away. helium creative
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Makers Air is: - Trusted - Elevated - Confident - Cool - Clean - Whimsical - Romantic - Elegant - Eloquent - Effortless
Makers Air is not: VOICE The Makers Air brand voice is romantic and inviting. Phrases such as: “An experience made for the journey seeker,” “Because travel should be effortless and exciting,” and “Connecting passengers to paradise from land to sky,” are written throughout brand messaging or said by staff members. There is an innate sense of trust exuded by the brand. An unpretentious confidence that puts the passenger at ease knowing they will always enjoy their travels while boarding on Makers Air. Cool, calm, and collected is the name of the Makers Air game.
- Cold - Stark - Dark + moody - Elitist - Stuffy - Complicated - Negative
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MOOD + INSPIRATION: Inspired by Makers Air’s flight routes over The Bahamas, the brand look and feel is as if you’ve taken a little piece of the geography and turned it into an airline. From the brightest blues you’ll ever see to cotton-like clouds on the horizon, and then into citrus-kissed sunsets - the colors and imagery used to represent this brand transport you right into paradise.
Mood + Inspiration The tone + style of the brand is woven throughout all advertising, promotional, and brand-related material. These visual references offer insight into the mood of the company and how the market will perceive you. helium creative
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tone [brand inspiration]
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OVERALL STYLE Makers Air’s brand photography falls into three main categories: Abstract Imagery, Lifestyle + Experience, and Flight. All photographs used throughout the brand should make the viewer want to be there, wherever it is, nowhere else but where Makers Air takes you. If models are used, shots will capture them in a moment rather than posed images. The models should also depict real families, couples or friends and not be over stylized. The photography should tell a story from booking to boarding, from arrival to activity. The full journey can be shown in the photography. The images used to portray Makers Air are carefree, inviting, and joyful. Ensure all images showcase either an experience in the making, a product shot or a beautiful scenery shot. Black and white imagery is also encouraged, but only when used sporadically.
Photography Photography helps tell your brand story, bringing all ideas and tones together to evoke an emotion and connect to the consumer. The style of photography, photo selection, and consistency of images is important for brand standards. helium creative
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photography
LIFESTYLE These photographs should always show the Makers Air customer in pure enjoyment of life. The imagery can show a single model or a full family enjoying an island vacation experience. The focus of the photo should be the feeling or expression on the model’s face. Think of these shots as the highlights from a great trip. Whether there’s action in the photo or it evokes the sense of relaxation, the lifestyle imagery always makes the viewer want to be that person. helium creative
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photography
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photography
ABSTRACT Abstract imagery for Makers Air highlights detail water shots, clouds, gradients or aerials, to name a few examples. Whether it’s floating above the clouds thousands of feet above land, a bird’s eye view of the Caribbean sea floor or a close-up of the most beautiful blue hues - these photos express the intangible feeling of interacting with the Makers Air brand. With a brand rooted in Bahamian culture, this imagery homage to what inspired the airline into existence. helium creative
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photography
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FLIGHT That feeling of exhilaration when on-route to that long-awaited vacation or trip is captured in these set of images. An almost ethereal feeling of discovery, anticipation, and awe to be suspended a little bit closer to the sun is important to sprinkle throughout the brand. Photos of passengers on board, airline crew or plane micro shots make this one of the most important photo categories. These photos detail the Makers Air in flight experience. Makers Air // Brand Guidelines
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photography
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Makers Air // Brand Guidelines
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