EVA the brand guideline
EVA Air
the brand guideline
EVA Air
Contents BR 01_ CHECK IN history branding objectives three attributes identity description
BR 02_ BOARDING proportion colors anatomy specifications typography grid incorrect usages
BR 03_ TAKE-OFF stationery system secondary graphic elements
BR 04_ SAFELY LANDED applications
COLOPHON
the brand guideline
EVA Air
History EVA Air was founded in 1989 as an affiliate of Evergreen Group. It is an airline based in Taiwan, operating passenger and dedicating cargo services to over 40 international destinations in Asia, Australia, Europe and North America. Since its founding as an affiliate of shipping conglomerate Evergreen Group, EVA Air has expanded to include air cargo, airline catering, and aviation engineering service. EVA Air has differentiated its onboard service by including Taiwanese and Hakka for its cabin announcements on every flight. This was aimed at attracting Taiwanese passengers. EVA Air also play Taiwanese folk songs as its boarding music. The name EVA was taken from two letters of “Evergreen” and the first letter of “Airways.” The airline uses the logo of its parent company, the globe and compass, using green and an orange trim. Yet the globe of the airline logo is cropped (placed outside the frame), meaning there is no framework for EVA Air.
BR 01 _ history
the brand guideline
EVA Air
Branding Objectives Throughout the course of their 22-year history, EVA Air has remained true to their brand attributes. They have pioneered many in-flight experiential and entertainment innovations, and strived to be best-in-class. Additionally, EVA Air has received a 4-star ranking by SKYTRAX. My vision for EVA Air is the hope for an better international recognition while maintaining a friendly relationship between travelers. Through its rebranding program, the company will be recognized worldwide for its safety, comfortable and friendly services. EVA Air will become a dominant airline in Asia, and Taiwan International Airport will be the main transfer post for travelers who visit Asia. EVA Air’s main competitor is China Air.
Three Attributes The three attributes for the rebranding program are 1. Friendliness 2. Safety 3. Travel
BR 01 _ branding objectives & three attributes
the brand guideline
EVA Air
Identity Description This newly design mark is to give the airline the feeling of comfort, refreshness, and safety. The logo was structured based on the idea of a flying megpie in the sky. Megpie is a Taiwan-only species, and is viewed as the bird of the nation. The abstract symbol of flying wings is placed inside a circle, the sun, meaning that the friendly crew and their warm service will alway be provided with EVA Air.
EVA logotype
symbol
signature
BR 01 _ identity description
The new signature consists of a logotype EVA and a symbol. The word Air of original logo was taken off. Instead of using EVA Air, the new signature uses mere EVA for better recognition and impression.
the brand guideline
EVA Air
Logo Proportions
Colors
EVA x
x
x C 3% M 42% Y 96% K 0%
BR 02 _ logo proportions & colors
the brand guideline
EVA Air
Logo Anatomy CLEAR SPACE
1.5 x 1.5 x
x
EVA
Clear space is the minimum breathing room around the brandmark; here clearspace is 1.5 x, x equals to x-height of logotype. It should be kept free of graphics, texts and other marks.
MINIMUM SIZE Minimum size refers to the smallest dimensions allowed for brandmark versions. It is stated as a minimum width.
1.5 x
1.5 x
EVA minimum size = 1�
clear space = 1.5 x x = x-height
BR 02 _ logo anatomy
the brand guideline
EVA Air
Specifications
EVA b&w signature
EVA b&w reversed
BR 02 _ specifications
EVA one-color signature
EVA one-color reversed
the brand guideline
EVA Air
Typography The typeface used for the EVA Air signature is DIN Medium. Century Gothic is a nice simple font, good for anything from headline to text. Use Century Gothic whenever in communication.
Aa Aa PRIMARY TYPEFACE
SECONDARY TYPEFACE
ABCDEFGHIJKLMNOPQRSTUVWXYZ
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
abcdefghijklmnopqrstuvwxyz
( . ” + ‹ / ? › = , ) 0123456789
( . ” + ‹ / ? › = , ) 0123456789
DIN Medium
Century Gothic
BR 02 _ typography
the brand guideline
EVA Air
INCORRECT USAGES 01. Distortions of any form 02. Glowing is distracting
EVA 01
A V E 04
Avoid adding an unneccessary hipnotic glow.
03. Green alert! Do not sit the symbol on greenish colors.
04. Not right Do not rotate the symbol.
EVA
EVA
05. Not cool Do not place the signature against distracting and busy backgrounds.
06. Not outstanding 02
Do not add embellishments like drop-shadows, embossings etc. to the symbol.
05
EVA 03
BR 02 _ incorrect usages
EVA 06
the brand guideline
EVA Air
Stationery System The stationery is designed to ensure consistency throughout the brand. The business card is double-sided with a secondary graphic cropped, and the other side holds all the information of the individual.
EVA
Maurice Chan
Accounting Clerk
944 North Field Road San Fransisco, CA 94128 mchan@eva.com E VA A i r C o r p o r a t i o n w w w. e v a a i r. c o m
BUSINESS CARD
BR 03 _ stationery system
O 650 952-8247 x 673 F 650 877-2398
the brand guideline
EVA Air
EVA Maurice Chan
Accounting Clerk
944 North Field Road San Fransisco, CA 94128 mchan@eva.com O 650 952-8247 x 673 F 650 877-2398 E VA A i r C o r p o r a t i o n w w w. e v a a i r. c o m
BR 02
the brand guideline
EVA Air
EVA
E VA A i r C o r p o r a t i o n 944 North Field Rd San Fransisco, CA 94128
Ernie English 1234 Writing Lab Lane Write City, IN 12345
BR 03 _ stationery system
EVA Air
the brand guideline
Secondary Graphic Elements Embodies the uniqueness and revoluntary essence behind the wings. The most important graphical element in this brand is the EVA Air icon and its colors. There are many framing and cropping variations that can be achieved with this graphic element. The secondary graphic elements for EVA Air are outlined wings, and it can be used with a white or orange (c= 3, m= 36, y= 96, k= o) background. When it is placed on a white background, make the wings orange (c= 3, m= 36, y= 96, k= o) outlined and 50 % transparent. When it is placed on a orange, make the wings white outlined and 50 % transparent.
BR 03 _ secondary graphic elements
the brand guideline
EVA Air
Applications BOARDING PASS
EVA Boarding Pass
EVA
First Class Name
Name
I-HAN HUANG
I-HAN HUANG
From
Flight number
Class
Date
Time
From
SAN FRANCISCO
BR07
F
0711
130
SAN FRANCISCO
To
To
TAIPEI
TAIPEI Gate
Boarding time
Seat
Flight number
Class
Date
G35
1250
12B
BR07
F
0711 130
BOARDING GATE CLOSES 15 MINUTES BEFORE DEPARTURE TIME
Gate
Boarding time
Seat
G35
1250
12B
EVA BR 04 _ applications
Time
No smoking
the brand guideline
EVA Air
Applications
EVA
BR 04 _ applications
the brand guideline
EVA Air
Applications
EVA
EVA
EVA
EVA
BR 04 _ applications
the brand guideline
EVA Air
Applications
EVA
EVA Air Mobile App The perfect companion for business and leisure travelers download free
BR 04 _ applications
the brand guideline
EVA Air
Applications
EVA Air
BR 04 _ applications
the brand guideline
EVA Air
Applications
EVA
BR 04 _ applications
the brand guideline
EVA Air
Colophon PRINTED ON EPSON premium presentation matte
PRINTER EPSON STYLUS PHOTO 1400
BINDERY spiral binding by Copy Edge
DESIGN illustrations and layouts by I-Han Huang
TYPOGRAPHY type set in Century Gothic regular & bold
INSTRUCTOR darrell hayden david hake
ACADEMY OF ART UNIVERSITY summer 2011 / ID1
Colophon
EVA Air