Tarom identity proposal by Sergiu Vacarescu

Summary

A. The brand A.I. Tarom Dialogue Marketing Guidelines A.I.1. Perception of the Tarom brand in 2010 A.I.2. Learnings A.I.3. Core values

A.II. Text and brand

A.II.1. Tone A.II.2. Attitudes A.II.3. Behavior A.II.4. Style and content

A.II.4.1. Emotion A.II.4.2. Honesty & Empathy

A.III. Sales channel communication A.III.1. Cooperation partners A.III.2. Travel agents and operators

B. TAROM Visual Appearance C. TAROM Design Elements C.I. Logo

C.I.1. Important Rules C.I.2 Important Exceptions C.I.3. Construction of The Logo

C.I.3.1. Main Logo C.I.3.2. Small Logos variations C.I.3.3. Logo and SkyTeam Alliance tag C.I.3.4. Small Logos variations with SkyTeam Alliance tag C.I.3.5. Tarom eco logo

C.II. Corporate colors C.II.1. Tarom DarkBlue C.II.2. Tarom LightBlue C.II.3. Tarom White C.II.4. Tarom Black C.II.5. Tarom green

A. The Brand

A. The brand A.I. Tarom Dialogue Marketing Guidelines A.I.1. Perception of the Tarom brand in 2010

A national focus group opinion poll gave the following evaluation: Tarom is the (strongest) Romanian, high-price airline; it is safe, reliable and professional; it has a limited network but is strong in terms of cabin personal. The “bird” symbol is well known in Romania, but also in France, Italy and Spain, Germany or Israel.

A.I.2. Learnings Based on this evaluation, Tarom recognizes a need for action; the brand is accepted but lacks spontaneous emotional closeness. The “bird” evidently lacks world-wide recognition as the symbol of Tarom. Tarom set itself the following goal for the year 2010: to build on the existing strengths of its brand image and, at the same time, to improve its weaker points. The brand perception in 2010 should be as follows: Safety, reliability, professionalism, a strong partner in alliances, using its great network competence, offers good, constant and individual product and service quality. The opportunities of the New Economy are actively exploited by Tarom.

A.I.3. Core values The brand image has certain attributes that influences the style and tonality of Tarom communications: Professionalism Leadership yy Efficient yy Innovative yy Reliable yy Authoritative yy Disciplined yy Experienced yy Responsible yy Self-confident yy Clear expression. yy Get to the point fast and precisely. Uncomplicated sentence structure, including maxi- Choose a modern, fresh tonality, avoiding quick mum customer knowledge (not in terms of status, catchphrases. but terms of behavior). Credibility yy Clear yy Honest yy Credibility that can be verifiable and argued with facts. “Don’t beat about the bush”

Emotional closeness yy Uncomplicated yy Engaged yy Sensitive yy Reassuring yy Even the most factual information can be emotionally packaged

A.II. Text and brand Text and visuals define together the experience that consumers have of the brand in its communication. Therefore, the tonality of every text must be consistent with the brand image. This means that for every Tarom text the implicit conclusion is the brand slogan: “Happy Clouds”

A.II.1. Tone Tarom texts are yy Sophisticated, but not intellectual yy Inviting, but not explicitly hard-selling yy Respectful, but not obsessive yy Authoritative and self-confident, but not arrogant yy Differentiating, but not polarizing or provocative

A.II.2. Attitudes The tonality has to support certain communication goals that have to do with the audience’s attitude: yy Reassurance: “I have chosen the right airline.” yy Esteem: “My airline appreciates and respects me.” yy Individuality: “My airline knows me and my needs and offers me yy Tailored solutions.” yy Vision: “My airline is an innovator and lets me participate in its innovations. It has a leading role in the market.”

A.II.3. Behavior Ultimately, dialogue marketing comes down to behavior. Therefore, the tonality must be adequate for triggering behavior: yy Comprehension: “I understand the content of the communication straightaway.” yy Logic: “I can follow the argumentation.” yy Credibility: “I believe what Tarom is telling me.” yy Persuasiveness: “I respond appropriately to the message and my behavior reflects my conviction”

A.II.4. Style and content The three core elements in the Tarom brand image are emotion, honesty and empathy. The consumer’s attitudes and perception of Tarom with regards to these three elements should be altered during this year. Text plays a leading role in this change.

A.II.4.1. Emotion We aim for a gradual change from a cold and impersonal language towards a more emotional and personal tone. It is crucial to make sure that the text, in an attempt to focus on the goal of the communication, does not leave the brand personality so far behind that it becomes implausible. Exaggerated in intimacy or sloppy, casual expressions do not belong in Tarom texts. In general, the following applies: yy Letters and headlines should be more emotional and personal yy Body copy should focus on the informative aspect.

A.II.4.2. Honesty & Empathy These attributes are reflected in the transparency and honesty of the communication. Tarom nails its colors to the most and communicates its attributes more aggressively than before. When Tarom announces a successful achievement it is done in an unostentatious way. The focus is not on “We have done this”, but on the advantages for the customer. This means that when it comes to programme mottoes or brochure texts, etc. The focus is on the customer benefits, not on Tarom as initiator.

A. The Brand Confidence and authority also requires that Tarom avoids exaggerated apologies when they are not needed. (For example, when flights are delayed by the weather or check-ins are slowed down for security reasons). In these cases, we express our regret and ask for understanding; but we do not take responsibility for them. When talking about subjects that imply a disadvantage for the customer (for example, the suspension of a check-in at gate service), the customer benefits are kept clearly in focus. This does not mean that we can pass the blame for any eventual unpleasantness. Tarom has a prescribed terminology and information policies for most of these cases, and they must be reflected in all communications.

A.III. Sales channel communication A.III.1. Cooperation partners

The basic principle for texts in relation to cooperation partners is: yy Adequate to the target-group, not adapted to the partner yy When working together with other strong brands, we must make sure that the Tarom brand image is not diluted and there is no reason to subordinate the Tarom style to that of the partner. After all, in these cases, Tarom is communicating directly with the consumer, so brand-adequate image and wording are essential.

A.III.2. Travel agents and operators Travel agents and operators are not only important business partners of Tarom but also experts in air travel. Because of this, the texts are yy Serious and relevant yy Extremely value-focused yy Short, to the point, quickly graspable. The business partner has to recognise immediately what the benefit of the offer is for him without getting the feeling that somebody is trying to sell him something or talk him into something. He is the most important channel for the sale of tickets, and that’s how he wants to be treated. On no account must he get the feeling that the big Tarom is talking down to the little travel agent – the tone is defined by the idea of a fair partnership. On the other hand, selling travel is people business; only those with a talent for person-to-person communication will enjoy it in the long run. A friendly wink, and the textual proof that Tarom understands the problems and challenges of the travel industry – both can be very useful in this field. When talking to travel agency chains however, the relationship between Tarom and the travel agency chains is more intensive; it is based on clearly defined contracts. The nature of this partnership must be reflected in the tonality; the benefit that the partner draws from the business relationship must be clearly expressed. Furthermore, this is not presented from Tarom’s point of view (“This is what we do for you”), but from the point of view of the addressee (“See what benefits you can enjoy”). we have to make a distinction between the manager of the travel agent’s and the clerks. The manager is addressed using the typical business-to-business tonality (serious, precise, etc.). In the case of the clerks the communication has its own tonality within the sales channel communication, because the special-interest group of travel agency clerks expects specialised information to help them with their daily work – but presented in a magazine-editorial style. This tonality is characterized by short, easy to understand copy and headlines, an inviting tone, and the strengthening of a sense of belonging. Descriptive headlines are desirable because of the nature of the information (working tool). Fun is also an important element, especially since our target group is in the 25 to 30 age range.

B. TAROM Visual Appearance

B.â&#x20AC;&#x2C6;TAROM Visual Appearance The look is based on warm blue and adjacent warm tones in all gradations. This tones are employed on the visual. But this does not mean that the pictures can be dyed. Monochrome pictures are forbidden. The colors are fresh and natural. A de saturated look is to be avoided and also high grey values. Except for the creative images that have a natural unedited monochromatic feel and a strong concept behind them. Dark blue can be integrated, when possible, as an additional element. But it is not absolutely necessary. Red and grey tones should be avoided whenever possible. The reworked color palette is a basic element of the creative campaign framework and is obligatory for all advertising activities. Perspectives should have a surprising, never-seen-before effect, but in principle, all perspectives are allowed.. People shots should feel like snapshots. When using pictures for below-the-line activities or to explain certain features, one should take care that the viewer can easily place the scenery and that the image is recognizable at touch point (for example, when describing new vending software, Priority Check-in, etc.). Slight motion blur and unusual cropping, high-key are desirable as style elements and underline the â&#x20AC;&#x153;snapshotâ&#x20AC;? character and serenity of the pictures. Extreme cropping, however, should be avoided when it has a strange effect and makes the overall effect of the picture irritating. The photographic style is always high-class and serene, but not stylized, cold or distant. In principle, the thematic content of the picture should person or a place, or both.

C. TAROM Design Elements

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C. TAROM Design Elements C.I. The Logo

C.I.1. Important Rules

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yy The TAROM logo is precisely defined in terms of color and size. yy The Tarom emblem and logotype are always in the same color yy The logo can never be cropped. yy The “bird” always flies from right to left (exception: aircraft/vehicles with logo on the right side).

C.I.2. Important Exceptions yy The emblem and logotype in the Tarom logo are sometimes separated. In some cases the emblem may appear alone, but the logotype is never used alone. yy The emblem may be used as a decorative element, but may only be cropped if it’s still recognizable and used in conjunction with the complete logotype. yy Only for the aircraft Tarom logo and the 2 small dimentions variants have a horizontal construction.

C. TAROM Design Elements C.I.3. Construction of The Logo

C.I.3.1. Main Logo

Proportions yy The Tarom main logo is constructed on a 23/22 unit grid yy Tarom emblem (“bird/plane“ in a circle) witch occupies 15/15 units is centered and spaced at 3 unites above the type yy The type placed under the emblem extends for 23 unites and is 4 units tall yy Appropriate spacing around the logo is achieved by allowing for 3 unites of negative space all‑around the rectangle defined in grid unites by the width and height of the assembly (23/22) Usage yy In all applications except for those under a height of 10 mm when the small size variation (see page. 8 ) should be used yy Only in Tarom DarkBlue, Tarom Black (see color guidelines) — if available for the printing method used — black 100K or white.

C.I.3.2. Small Logos variations Proportions yy There are two small logo variation a 19 mm width and a 38 mm width yy For consistence these have been created using the same 15/15 unites proportion for the emblem and the negative forms of the type and emblem have been enlarged for a better recognition and readability at the given small size yy The small logo variation has a grid of 76/15 mm yy The type is centered vertically with the emblem and is spaced at 3 units to the right yy Appropriate spacing around the logo is achieved by allowing for 4 unites of negative space all‑around the rectangle defined in grid unites by the width and height of the assembly (76/15) Usage yy In all applications under a height of 10 mm yy All rules of the main logo will apply unless otherwise specifide

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C. TAROM Design Elements

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SMALL LOGO (19 mm > 38 mm)

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C.I.3.3. Logo and SkyTeam Alliance tag Proportions yy The same grid as the one for the main logo will be used here and then extended downward with 4 grid unites yy The SkyTeam Alliance logo will be spaced at 2 grid unites under the Tarom type yy The tow logos will be separated by a 0.5 pt. horizontal line which will be as long as the type’s bottom edge and stand al 1 unit under the Tarom type and 1 unit above the SkyTeam Alliance logo yy The SkyTeam Alliance logo extends for 23 unites and is 2 units tall, left aligned to the Tarom type yy Appropriate spacing around the logo is achieved by allowing for 3 unites of negative space all‑around the rectangle defined in grid unites by the width and height of the assembly (23/26) Usage yy In all applications except for those under a height of 10 mm when the small size variation (see page. 8 ) should be used yy The Tarom logo will use Tarom DarkBlue, Tarom Black (see color guidelines) — if available for the printing method used — black 100K or white. yy The SkyTeam Alliance logo will always be in black 100k ore Tarom Black and gray values, ecept for the inverted variant which will use white and gray values

C.I.3.4. Small Logos variations with SkyTeam Alliance tag Proportions yy There are two small logo variation a 19 mm width and a 38 mm measured at Tarom’s logotype width yy For consistence these have been created by extending the 76/15 unites grid to 189/15 units yy The SkyTeam Alliance logo is spaced at 4 units to the right, centered horizontally, extends for 109 units, alignes to the top and buttom edge of the Tarom type yy Appropriate spacing around the logo is achieved by allowing for 4 unites of negative space all‑around the rectangle defined in grid unites by the width and height of the assembly (189/15) Usage yy In all applications under a height of 10 mm yy All rules of the logo with the SkyTeam Alliance tag will apply unless otherwise specified

C.I.3.5. Tarom eco logo Proportions yy Identical to the respective logo size needed for the application Usage yy Only for eco campaigns and partnerships in eco projects yy In Tarom green (see color guidelines)

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C. TAROM Design Elements C.II. Corporate colors C.II.1. Tarom DarkBlue

Color description: yy With just a few exceptions Tarom dark blue is always given priority over other colors. yy Whenever possible, the dark blue shade should be used to identify Tarom and to reinforce customer recognition. It is the distinguishing color in the competitive environment. yy Together with the emblem, the logotype and Tarom’s typical typographic style, Tarom DarkBlue is an important component in Tarom’s image. yy Black or White applications are used whenever functional considerations prohibit using Tarom DarkBlue to distinguish Tarom. yy When designing Tarom interiors with a relatively muted atmosphere, dark blue should be employed sparingly as a “discovery and identification color”. E.g. — On aircrafts bodies Tarom DarkBlue is no longer being used as a background color (important elements in the uniforms and the tail unit, along with a few other applications are the exceptions).

Use as a text color yy Tarom DarkBlue printing ink is used for the Tarom emblem and logotype whenever these appear in their original design against other color backgrounds. Blue can also be used as the printing ink for Titles, Subtitles and advertising claimes. Here again, the familiar principle applies: “The Tarom emblem and logotype are always in the same color.”

C.II.2. Tarom LightBlue

Color description yy Tarom LightBlue is used for medium sized surfaces where a design reminiscent of Tarom is desired. In designing printed materials as a background offers excellent design options when used together with the corporate darkblue, complemented with silver and grey and white. Use as a text color yy If needed Tarom LightBlue may be used for body type against a darkblue background provided that legibility will not be reduced as a result of the typeface design (very slender type) or due to the size (very small type). But only moderat and on white, Tarom Silver or Tarom DarkBlue backgrounds

C.II.3.â&#x20AC;&#x2C6;Tarom silver

Color description yy Tarom Silver is used on large surface areas where the desired effect is to remind the viewer of Tarom without being overly colorful. yy Use as a background color Tarom Silver is used as a background color whenever a note or technological information is needed and to impart feeling of refined quality. Use as a text color yy The applicability of silver as a body type color is strictly limited to a rol of emphesies . yy Where silver is used for copy, white is the only acceptable background color.

C.II.4.â&#x20AC;&#x2C6;Tarom White

Color description yy White is used for large surfaces where a design reminiscent of Tarom is desired without, however, creating a brightly colored impression (examples include aircraft and vehicles). yy In designing printed materials, white backgrounds offer excellent design options when used together with the corporate darkblue, complemented with silver and grey. yy Use as a text color yy Use as a text color White may be used for body type against a darkblue background provided that legibility will not be reduced as a result of the typeface design (very slender type) or due to the size (very small type). As a matter of principle, no large volumes of text should be printed in this color combination.

C. TAROM Design Elements C.II.5.â&#x20AC;&#x2C6;Tarom Black

Color description yy One application in which black will be used as the only color is in monochrome printing. yy In certain isolated cases, screening can be employed to achieve a duo-tone effect. This technique could, for example, be used in reproducing Tarom service company trademarks; the Tarom emblem and logotype appear in the original design in black, the supplementary service name is screened, simulating a grey tint. yy Use as a background color Black is not used as a background color in printed materials. Use as a text color yy Black is the basic body type color.

C.II.6.â&#x20AC;&#x2C6;Tarom green

Color description yy Only for eco-campaigns yy The same respective rules as for DarkBlue will be applied Use as a text color yy The use of Tarom green as a text color should be sparce and only if the type will have an important rol in the overall visual/graphic aspect of the design. Otherwise it will only limited to the headline, but it isn't mandatory.

D. TAROM Marketing Samples

D. Tarom Marketing Samples D.I. Internal use of the brand elementes D.I.1. Stationery

D.I.1.1. Fax and letter head Adresa: Strada , nr. 0 București, 000 000

Adresa: Strada , nr. 0 București, 000 000

Telefon: (004) 021. 000 00 00 Fax: (004) 021. 000 00 00 Email: office@tarom.com Web: www.tarom.com

POSTA ROMANA

Text alternativ pentru promotii sau anunturi importante

Internet OnBoard

D. TAROM Marketing Samples D.I.2.â&#x20AC;&#x2C6;Fonts and styleing

The Myriad Pro fint familly will be used in all comunications for the Tarom brand. Exception to this rule will be made for the materials that are not issued by Tarom and in witch il will be featured. The below example shows a basic stileing for internal documents. Further development if necesary will be done through tje fallowing rules: yy The incrementation scale for the font size in points (pt) is as fallows: 8pt

9pt

10pt

12pt

14pt 18pt

24pt

30pt

36pt

48 pt

60pt yy A subordinate style of thext should be ligher in wheight and/or aparence. yy When needed the bold or italics caracters will be with applied to the apropried style yy If a word needs to be writhen in bold caracters and the style is already useing the bold font it will be changed to semibold

Myriad Pro (Semibold) size 36 pt Myriad Pro (Bold) size 24 pt Myriad Pro (Semibold) size 18 pt

Header Title Subtitle 1

Myriad Pro (Semibold) size 16 pt Subtitle 2 Myriad Pro (Regular) size 12 pt Text - Lorem ipsum dolor sit amet, consectetur adipiscing elit. Nulla nec pulvinar purus. Vestibulum urna justo, sollicitudin vestibulum aliquam ut, dignissim vitae urna. Nulla nec tristique mi. Duis commodo tincidunt dui, a venenatis nunc commodo non. Sed at quam id diam hendrerit consequat. (Italic) Emphesies (Bold) Bold Listes Letters A. letter 1 B. letter 2 C. letter 3 Bullets yy bullet 1 yy bullet 2 yy bullet 3 Numbers 1. number 1 2. number 2 3. number 3 Myriad Pro (Semibold) size 10 pt Footnotes Myriad Pro (Regular) size 8 pt 1. Lorem ipsum dolor sit amet, consectetur adipiscing elit. Nulla nec pulvinar purus. Vestibulum

2. urna justo, sollicitudin vestibulum aliquam ut, dignissim vitae urna. Nulla nec tristique mi. Duis 3. commodo tincidunt dui, a venenatis nunc commodo non. Sed at quam id diam hendrerit. 4. Emphesies 5. Bold

Myriad Pro (Semibold) size 11 pt Footer Title Myriad Pro (Semibold) size 10 pt Lorem ipsum dolor sit amet, consectetur adipiscing elit. Nulla nec pulvinar purus. Vestibulum urna justo, sollicitudin vestibulum aliquam ut, dignissim vitae urna. Nulla nec tristique mi.

D. TAROM Marketing Samples D.II.â&#x20AC;&#x2C6;Staff

INTERN ACCES

BRUTARU

BRUTARU RUXANDRA BRUTARU

RUXANDRA DIRECTOR GENERAL

DIRECTOR GENERAL

RUXANDRA

ROMANIAN AIR TRANSPORT

(RO)

Acest card este proprietatea TAROM . Utilizatorul acestui card este angajat al companiei TAROM si beneficiaya de drepturile si obligatiile ce decurg din fisa de post. Nu este transmisibil. Pentru orice informatii va rugam sa va adresati la blueline 0800800800. sau pe www.tarom.ro

Tel.: (0040) 720 00 00 00 DIRECTOR Fax: (0040) 21GENERAL 000 00 00 e-mail: brutaru.ruxandra@tarom.com Tel.: (0040) 720 00 00 00 Fax: (0040) 21 000 00 00 e-mail: brutaru.ruxandra@tarom.com

D.III.â&#x20AC;&#x2C6;Fidelity programs

D. TAROM Marketing Samples D.IV.â&#x20AC;&#x2C6;Coorparate program

E. Advertising Best Practice

Internet OnBoard

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Lorem ipsum dolor sit amet, consectetur adipiscing elit. Curabitur cursus fermentum dui nec mollis. www.tarom.ro

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Curabitur cursus fermentum dui nec mollis. Sed a mauris ligula, sed consectetur leo. Praesent feugiat justo quis velit tincidunt facilisis. Nunc suscipit viverra sapien ut blandit. Vivamus nec turpis ut est facilisis tempus. Cum sociis natoque penatibus et magnis dis parturient montes, nascetur ridiculus mus. Nulla id nisi neque, id dictum odio. Morbi hendrerit venenatis erat. . Ut feugiat sollicitudin felis. Morbi adipiscing, eros eget malesuada feugiat, mi erat fermentum lorem, eget consequat nibh orci at velit. Pellentesque ligula purus, cursus in viverra sed, ornare eu neque.

Internet OnBoard

Lorem ipsum

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Curabitur cursus fermentum dui nec mollis.

www.tarom.ro

E. Advertising Best Practice

Internet OnBoard

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