GRAPHIC STANDARDS GUIDE
Luxury that’s modern but affordable
Table of Contents
Introduction....................................................................................................................................... 7 Identity............................................................................................................................................... 8 Typography....................................................................................................................................... 18 Promotional....................................................................................................................................... 22 Website............................................................................................................................................. 34
What is this? This guide is designed to explain the proper usage of the logo for Percello Air. A graphic standards guide goes into detail on what typefaces to use, the color codes, the do’s and dont’s of the logo and everything you need to know on how to use the logo properly.
Introduction Pecello Air values itself in customer service in making sure that every customer feels like they are on a trip of a lifetime. We ensure that we provide a luxurious experience that gives each flyer a sense of being the King or Queen of the skies Our Airline is known for its unique first class seating for our frequent flyers. We provide the best quality seats that are made of the nicest leather for comfort. Our seats in the whole plane have plenty of room for both First class and Coach. Even though if you are in Coach it doesn’t mean that you will be treated any differently. In Coach each row has only two seats and plenty of aisle space to get around in the plane. When flying Percello please note that we do not allow children under the age of 18 years old to fly our airline. We understand that traveling on long flights can be tedious and strenuous with younger children and families. When flying Percello you will be treated like the King or Queen that you are.
Identity
Logo When using the logo, always make sure that the proportions are correct in that the “O’s” x-height is the same as the rest of the letters in the name. The crown must be taller than the “P” of the company name. When knocking out the logo always make sure to use pure white. In publication usages please use an all black logo.
The Crown When using the crown always use the same proportions with the size of the crown and the “O” in Percello. Always make sure to have the opacity of the mark to be below 13%.
Protected Area A 3/4” area must be met when applying the logo at all times. Using these margins helps keep the logo clean and have space when applied. The protective area gives the logo space to stand on its own without it interfering with anything else.
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3/4”
3/4”
Using the mark by itself, make sure that you use either one of the company colors. The crown and the “O” need to be the same color. Black can also be used for just the mark as well.
When knocking out the mark make sure to make both the crown and the “O” are both white. Only use this when applying the mark on a dark background.
When knocking out the logo always make sure to have it all white. Both the crown and the text can be the same color in this way only. Only use this when applying the logo on a dark background.
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Do’s and Dont’s When using the logo on products or advertisements, always make sure you follow these examples on the right hand side of the page. The only time the logo can all be in one color is when it is knocked out against a dark background in pure white. Never use one of the two company colors as the only color for the logo.
Mark Misuse
When using the mark never stretch the crown or change its proportions compared to the “O.”The curvature under the crown is designed to fit the top of the “O” perfectly.
When applying the logo make sure to never stretch or expand the logo to warp the design. Always make sure the crown is properly used. Never make the mark two different colors. It shall always be the same color. The color of the mark can only be the two primary red colors or white.
Do not make the “O” larger and change the portions between the crown and the “O.” The “O” should stay at the X-height of the letters of Percello.
Certain shades of opacity can be used with the mark when using the mark abstractly. The mark can never be distorted as the logo shouldn’t be. The crown itself can be used solely when using it for the advertising campaign of the company.
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Do not change the color of the crown compared to the “O.” The “O” and crown should always be in the secondary lighter red color. All black mark application is acceptable as with an all black logo.
Logo Misuse
When applying color please follow the colors as noted in this guide. Do not make the logo one color unless using white to knock out the logo. The primary color should not be the only color.
When applying the logo please do not condense the logo and distort the proportions of the logo.
When applying color please follow the colors as noted in this guide. Do not make the logo one color unless using white to knock out the logo. The secondary color should not be the only color.
Do not change the size of a certain part of the logo for any reason. “AIR” should be the same height as the top of the “O” in Percello.
When using the logo do not stretch the logo and distort the proportions.
Do not change the size of a certain part of the logo for any reason. The “O” should not be smaller then the X-height of the rest of the letters in Percello.
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Colors Our two main primary colors are a dark and a light red. These two shades of red and white are the only acceptable uses of the logo and mark. The only colors outside of the primary and secondary color is black and white. The opacity for the majority of all print materials should be 13% and under. Depending on the type of paper used, the watermark should stay under the 13% mark. Also try using tints as well that match the percentage of the opacity desired. Opacity/Tint of either color is acceptable when making a watermark on the business suite or on promotional products.
C=13 M=92 Y=87 K=0 R=13 G=92 B=87
R=154
G=40 B=31
PANTONE uncoated R = 2.26 G = 74.3 B = 83.92
PANTONE uncoated R = 4.88 G = 79.35 B = 60.78
HEX #972F1B
HEX #D63D37
13% Opacity 13% Tint
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C=25 M=95 Y=100 K=24
13% Opacity 13% Tint
Color Misuse
45% Opacity
45% Opacity
81% Opacity
30% Opacity
90% Opacity
20% Opacity
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Business Suite Business Card The front of the business card is to remain white as a background color. There should be no watermark on the informational side of the card. Please list the position of the employee under their name. List all contact information for each employee.
ITC Avant Garde Gothic (Bold) 11pt Helvetica (Regular) 7pt ITC Avant Garde Gothic (Bold) 7pt
The back of the business card must include the tag line “Modern. Affordable. Luxury.” as well as the crown in this abstract view. The colors must stay the same on all of the business cards produced by the company.
Helvetica (Regular) 7pt 0.125”
Century Gothic (Regular) 10.5 pt
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Dimensions: 3.5” x 2” in
0.25”
0.125”
Century Gothic (Regular) 11 pt
Letterhead & Envelope Dimensions: 8.5” x 11” in
0.5”
Dimensions: 9.5” x 4.125” in 0.5”
The front of the letterhead includes the logo and the company slogan underneath it. The mark is also present and it is at the desired under 13% opacity/tint for printing. The additional information at the bottom is left aligned and also in the dark red company color. The crown is shown on the letterhead to continue the iconography of the company. The back of the letterhead is of the two company colors in full color. The crown is abstracted and shown. The envelope the company sends out publicly has the mark at the correct opacity/tint.
Helvetica Neue (Medium) 9 pt
Helvetica (Regular) 10 pt
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Typography
Primary Typefaces Century Gothic Century Gothic is used primarily throughout the entire brand of the company. The font is used for many headers and subheads. The font is used on the Business cards and mainly featured on the website as the standard font for the subheads. The font is also used for the tag line.
Century Gothic (Bold) 30 ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 12345678910!@#$%^&*()_?> Century Gothic (Italic) 14 ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 12345678910!@#$%^&*()_?> Century Gothic (Regular) 14 ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 12345678910!@#$%^&*()_?>
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ITC Avant Garde Avant Garde is used primarily for headers in publications and on the Business cards. The font is used to list the employee’s name and the header for the contact information. It is also used to list the website on all advertisements of the company.
Avenir 35 Light Avenir is mainly used for the body text for all publication and web application use. The size should stay at 10 for all usage of this font.
Helvetica Helvetica is used primarily on the Business card to list the positions of employees and information.
ITC Avant Garde Gothic (Bold) 72 ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 12345678910!@#$%^&*()_?> ITC Avant Garde Gothic (Medium) 14 ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 12345678910!@#$%^&*()_?> Avenir 35 Light (Regular) 10 ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 12345678910!@#$%^&*()_?> Helvetica (Regular) 10 ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 12345678910!@#$%^&*()_?> Typography
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Secondary Typefaces Helvetica Neue Helvetica Neue is used sparingly throughout the company, but is used on the letterhead of Percello Air. It can be used as an alternative to Helvetica if desired.
Helvetica Neue (Medium) 9 ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 12345678910!@#$%^&*()_?> Helvetica Neue (Regular) 9 ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 12345678910!@#$%^&*()_?>
Nothing You Could Say This font is only used on our website as an additional typeface to the company. This typeface is used primarily to relate to consumers and to add playfulness to the company and its image.
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Nothing You Could Say (Regular) 46 ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 12345678910!@#$%^&*()_?>
System & Alternative Typefaces Franklin Gothic Medium Franklin Gothic Medium is mainly used as a system typeface to replace all applications of ITC Avant Garde Gothic. If you do not have ITC Avant Garde Gothic on your computer please use this font as an alternative.
Franklin Gothic Book Franklin Gothic Book is used as a system font in replacement of Century Gothic is not installed on your computer. This font can also be used to replace Avenir 35 Light for all body text information.
Franklin Gothic Medium (Regular 10 ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 12345678910!@#$%^&*()_?> Franklin Gothic Book (Regular) 10 ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 12345678910!@#$%^&*()_?> Franklin Gothic Book (Regular) 10 ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 12345678910!@#$%^&*()_?>
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Promotional
Imagery Advertising When using imagery for any promotional products always make sure that the imagery is consistent with all promotional materials (ie: ads, website, commercial etc) Always make sure the background of every person is the same throughout all of the advertisements. They should be the same tan background on every one of them. Models should express a personality and not have a plain face. Make sure that when taking additional photos for the advertisement campaign that the headshots are from the shoulder height up to keep the imagery consistent on all advertisements. To keep the company fresh with this advertising campaign new headshots and images of people should change every 6-8 months to keep interest in the company.
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Acceptable Background
Unacceptable Background
Acceptable Model and Crown
Unacceptable Model and Crown
Website When using imagery for the website, always use images of the outside plane as the welcome image on the splash page of the website. On the homepage please use images of the cities that we fly to across the world in the image carousel to give our potential costumers a chance to experience the different places they can go to. When the user has clicked on a location on the map, images of the perspective locations must be used and a variety of around 4-7 images must be used to give the user a chance to see the city. Images on the Crown Club website must be of the lounges from the airports across the world that we fly to.
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Advertising Crown Campaign With advertising in our current campaign always use images of people in different facial expressions that portray themselves as being the King or Queen that they want to be. The Crown should always be fully visible in the advertisements and do not change the appearance of the crown.
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Initial ads
Secondary ads
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iPhone App Crown Creator The mobile application, which is available on the iTunes App Store for 0.99¢, is for travelers to use to promote themselves as kings and queens of the air by flying our airline. The app also lets you share your photos on facebook, twitter or any another social networking site. The application uses the advertising campaign designed by the company to promote that anyone can be the king or queen when flying Percello Air.
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Opening pages
Secondary pages
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Merchandise Apparel We offer our customers and loyal flyers the opportunity to purchase apparel from our online store. There are two different colors that we print our shirts on, white and the dark red. When printing shirts for the company, please make sure to include the logo on the shirt and have it in the two placement locations as shown on the right. When using the mark on the t-shirt make sure to have it go on the front and back of the shirt to have it wrap around. Also, keep the placement of the logo and mark consistent on both colors of shirts and both types of shirts. The simple logo shirts are for our more loyal customers who are dedicated to our company. The mark branded shirts are for the general public to create excitement in our company with our designs.
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Package When applying the logo on any product or packaging, make sure to follow the guidelines on how to apply the logo. In packaging particular, please use the entire logo and mark on anything that has the company logo on it.
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Website
Homepage Welcome & Home Images When you first access Percello Air.com you see the logo with the red background that has clouds in the background. After a few seconds the image becomes one piece of the advertising campaign with either the girl or guy visible with the appropriate slogan.
Image Carousel At the homepage the user is able to see all images from each part of the world that Percello Air flies to. They have the option to click on any of the location images to go to the Book now page to make their next flight.
Departures & Arrivals The box for Departures and Arrivals is designed to help users on the site find out where flights are coming in and going at a city near them. The user can input a specific time, date, departure location and place they want to go to and find out when flights are going to be traveling from city to city across the world.
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Twitter feed On the bottom left of the homepage should be where the Twitter feed should appear. As users tweet about Percello Air their tweets appear on the feed to show what our fliers think about the company and their experiences flying Percello Air.
Additional Information On the homepage the other services are listed for the users. Percello Air provides customers the opportunity to book cruises, arrange to get a rental car, connection to a travel agent, and great deals on hotels in the cities that Percello Air flies to. The experience that Percello Air has is described on the homepage to ensure our customers we will make sure their flight is the best that it can be. Our customer service is described to inform customers the guarantees they will have when flying Percello Air.
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Book Now Map & Image Carousel The Interactive Map is designed to help viewers decided on where they want to go on their next flight across the world. The cities listed are the places the company has hubs at to fly internationally. When a user is on the homepage, as soon as they select a destination images of the city will appear below on the image carousel. The image carousel displays a generic overview of all the places we visit across the world.
Departures & Arrivals The box for Departures and Arrivals is designed to help users on the site find out where flights are coming in and going at a city near them. The user can input a specific time, date, departure location and place they want to go to and find out when flights are going to be traveling from city to city across the world.
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Crown Club The Crown Club page is designed to showcase the many different lounges and benefits of being a Crown Club member of Percello Air. The images that are shown on the webpage are images of the different lounges across the globe. The some of lounges include all red fabric material seating and carpeting in some form. The second part of the webpage included more information about the Crown Club including the benefits of joining the club. At the bottom of the dialogue box there is a crown to click on to begin a users registration to become a member. The image carousel is designed to not only show the lounges but other benefits and seating that a Crown Club member receives when flying Percello Air. Twitter feeds and additional information are included below the carousel of the lounges. All information that was displayed on the homepage for this section is placed on here for consistency purposes.
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Modern. Affordable. Luxury.
2011 Percello Air Š