American Airlines Re-brand
GRAPHIC STANDARDS MANUAL
J A C K O S B O R N | Final Major Project
Graphic Standards Manual
The Bespoke Flying Experience
Graphic Standards Manual
Brand Outline
Table Of Contents
Individualised Design
5
Brand Mission
6
Primary Logo
9
Small Format Logo
10
Logo Misuse
11
Concept
14
Generated Logo
15
Generated Patterns
16
Corporate Colour Pallete
19
Typography
20
Corporate Patterns
21
Logo
23
Tickets, Tags and Ephemera
25
Photography
26
Letterhead
27
Envelope
28
Business Card
29
Admirals Club Passes
30
Signage
33
Livery
34
Website
37
Mobile App
38
ELEMENTS
Primary Logo
Generated Elements
Corporate Elements
Admirals Club
APPLICATIONS
Graphic Applications
Environmental Applications
Digital Applications
Brand Outline
Brand Outline
Individualised Design
A
merican Airlines is an evolving global, multicultural brand and our identity reflects this dynamic
energy. Our Brandmark is customisable to suit different needs. We provide every passenger with their own unique logo and colour palette, and apply these systems throughout every stage of their
Brand Outline
Brand Mission
Heritage
American Airlines has a very rich heritage and we don’t want to forget that in a hurry. Nostalgia is a powerful emotion and our identity evokes this while paying homage to the company’s roots.
Bespoke
We are tired of seeing airline passengers treated as numbers, and vow to put a stop to the Bourgeoning “Cattle Class”. We tailor an individual flying experience for every customer.
Passion
Our staff are the most passionate and dedicated in the Industry. We bring colour, vibrance, and energy to your journey.
Global
American is a global brand, forging cultural conections across the entire globe. Our Identity and passion reflect our multicultural stance.
Primary Logo
Primary Logo
Primary Logo
Preferred Logo
Black and White Version
Wordmark
Primary Logo
Primary Logo
T
he eagle icon has been the heart and soul of our identity ever since American Airlines was founded back in 1934.
Representing speed, nobility and national identity, the eagle has a rich heritage that should never be abandoned. The logo is bold, simple and geometrically tight, paying homage to the infamous 1969 design of Massimo Vignelli.
Primary Logo
Primary Logo
Clear Space
1.5x
1x 1x
This is the go-to logo for the majority of applications. Only to be used when adequate portrait-oriented space is available and when available space is greater than 40mm high.
Primary Logo
Primary Logo
Clear Space
1.5x
1x 1x
Primary Logo
Small-Format logo
A
single colour version of the logo has been designed to read better at small sizes. Space has been added between
the letters, and extra weight added to the wordmark. This logo is to be used when available space is less than 35mm high, or when a portrait version is required.
Primary Logo
Small-Format logo
Primary Logo
Small-Format logo
Clear Space
2x 1.5x 1x
Primary Logo
Small-Format logo
Clear Space
2x 1.5x 1x
Corporate Elements
Corporate Elements
Corporate Colour Palette
North Pacific Blue 100
C
45 M 0
Y
90
K
Steel-Bird Grey 5
C
0 M 0
Y
60
K
Lunar Black 20
C
20 M 20
Y
100
K
Postmaster Red 15
C
100 M 90
Y
10
K
Corporate Elements
Corporate Colour Palette
Corporate Elements
Century Gothic Primary Typeface This typeface is to be used in headers and titles. It is also used in the logo. Designed in 1991 for Monotype Imaging,Its rounded forms are friendly and welcoming whilst its near-constant line weight suggests a passive sturdiness.
Typography
Corporate Elements
Typography
Regular Weight 8pt
abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890
10pt
abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890
12pt
abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890
Bold Weight 8pt
abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890
10pt
abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890
12pt
abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890
Corporate Elements
Helvetica Neue Light Secondary Typeface This typeface is to be used in body copy and paragraphs Using Helvetica in the branding pays homage the the classic Vignelli system that utilised the typeface heavily. The light weight is modern and more contemporary, whilst the typeface itself remains readable at all sizes.
Typography
Corporate Elements
Typography
Light Weight 8pt
abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890
10pt
abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890
12pt
abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890
Corporate Elements
T
he American Airlines archives are full of beautiful old photographs from the company’s past. The photo’s evoke
nostalgia and pay tribute to the airlines rich history. They are an integral part of the branding and should be used wisely. They should be used black and white only and full-bleed wherever possible.
Photography
Corporate Elements
Photography
Corporate Elements
Photography
Corporate Elements
Photography
The Propeller The propeller is an iconic symbol of flight. A shining pillar to remind us all of what air travel once was. Now relegated to the history books, propeller flight is romanticised the world over. Old propeller images are to be used moderately within brand elements to invoke a sense of romanticism and nostalgia.
Visualised flight paths from JFK Airport over a 24hr period
Generated Elements
Generated Elements
Concept
A
merican Airlines is a dynamic, evolving, inter-cultural airline, and we believe our identity sbould reflect this. We are
tired of seeing passengers treated like cattle. We value our customers and want them to realise this. We add a personalised touch to every persons journey. Drawing shapes from visualised flight paths, and aerial photographs, we have created a system that allows the implementation of individualised design to a persons journey. Nonsensitive, personal data (Name, Address etc) is gathered from the passenger during booking, this data is then algorithmically processed to generate a unique, one-of-a-kind colour palette that is allocated to the individual. This colour pallete is then applied to the passengers personal ephemera such as boarding passes and luggage tags, as well as to their personal on-board interactive display.
Generated Elements
Concept
can
Generated Elements
Colour Palette
T
he Customers personal colour scheme is applied to their boarding pass and luggage tags. Only the tear-off tab is
personalised as this is the customers receipt. The other part of the pass is kept in corporate colours to ensure brand cohesion. Inspired by the feathers of the Bald Eagle, and similar to a bar chart, the length of each extrusion is representative of a piece of the passengers personal information. Not only does everybody have a unique colour, no two shapes will ever be exactly the same.
Generated Elements
Colour Palette
Generated Elements
Personal Logo
PASSENGER: JACK OSBORN CARRIER: AA SEAT:
67A T
he Logo is intersected by lines taken from a cropped visualisation of crossing flight paths. This separates the
logo into contrasting segments which are then randomly filled with the passengers unique colour pallette. This process forces two visual concepts: 1. The swooping, intersecting lines represent travel, speed and connection. 2. The varied and random use of colour suggests multiculturalism, energy and diversity. The design then transcends racial, reli-
Generated Elements
The same principles can be used to create patterns and abstract imagery with numerous application possibilities. When filled with colour, the patterns can be interpreted as fields viewed from the air. A beautiful sight that any flyer can appreciate.
Patterns
Generated Elements
Patterns
Generated Elements
DON’T Large, overly-complex patterns
Pattern Use
Generated Elements
Pattern Use
DO Zoomed-in, cropped sections. Make sure there is a good variation in the line weights. Also consider the negative space, the image must be balanced.
Generated Elements
DON’T Bright images with neutral or dull colours. Do not use the pattern mask at full (100%) opacity.
Pattern Mask
Generated Elements
DO When colour photographs are necessary, use bold, high-contrast photographs. Pattern mask lowered between 30% and 40% opacity.
Pattern Mask
Generated Elements
Greyscale Mainly black and white photographs should be used for corporate graphics. Use a low-opacity pattern mask, between 10% and 30%
Pattern Mask
Generated Elements
Pattern Mask
Generated Elements
Solid Colours The pattern mask can be used over areas of solid colour to give a subtle texture. Use a very low opacity, especially when used with solid black, 10% to 20%.
Pattern Mask
Graphic Applications
ican American
American
American
American
Graphic Applications
Tags, Tickets and Ephemera
W
e generate a unique colour palette for every persons journey. We then apply this colour strip to the pas-
sengers personal ephemera, such as tickets and tags. As the customer moves thorugh the airport they colect this ephemera and slowly build a relationship with their personal colours. The Flight Path Pattern is also applied to the ephemera in the form of a subtle spot-gloss treatment.
Graphic Applications
Luggage Tags
Every Customer is given personalised tags to attach to their luggage. The front of the tag features a uniquely generated pattern filled with the pasengers designated colour palette. This system aids the pasenger in quickly identiying their luggage in a crowded baggage carousel and minimising confusion between similarlooking bags. The rear has the flight number, destination, and a barcode to help identify the bag if it is lost.
100mm
55mm
Graphic Applications
Luggage Tags
Graphic Applications
Boarding Passes
American
B
137mm
63mm
1:1 Scale
80mm
FLIGHT:
DATE
P
AA4571
06/03/2013
K
FROM:
TO
C
JFK
ATL
A
PASSENGER:
B
KIRSTY-MARIE WILLIAMS
A
CARRIER:
G
AA
1
SEAT:
G
67A
1
Graphic Applications
Boarding Passes
Boarding Pass PASSENGER:
FLIGHT:
DATE:
KIRSTY-MARIE WILLIAMS
AA4571
06/03/2013
CARRIER:
FROM:
TO:
AMERICAN AIRLINES
JFK
ATL
BOOKING CODE:
Subject to conditions of carriage, copies of which may be made available on request
A4571876F2
American
GATE: 12 GATE CLOSES:
SEAT:
67A
18:37
Boarding Pass FLIGHT:
DATE
PASSENGER:
FLIGHT:
DATE:
AA4571
06/03/2013
KIRSTY-MARIE WILLIAMS
AA4571
06/03/2013
FROM:
TO
CARRIER:
FROM:
TO:
JFK
ATL
AMERICAN AIRLINES
JFK
ATL
PASSENGER:
BOOKING CODE:
KIRSTY-MARIE WILLIAMS
A4571876F2
CARRIER:
GATE:
AA
12
SEAT:
GATE CLOSES:
67A
18:37
The passengers personally generated logo is applied to the bottom right-hand corner of the ticket stub, subtly introducing them to their unique marque. Typeface: Caps,10pt.
Helvetica Neue Light, All
Subject to conditions of carriage, copies of which may be made available on request
SEAT:
67A
Jennifer Allman Head of Sales, Continental Airlines, 33412, Warbrook Street, CN 50012
CEO T: +44 (0)1287 234 578 F: +44 (0)1287 234 579
Lorem ipsum dolor sit amet, consectetur adipiscing elit. Proin ut quam tellus, at scelerisque magna. Suspendisse pretium pellentesque arcu, quis interdum erat tincidunt a. Fusce a nisl a nulla feugiat dapibus vitae in elit. Pellentesque mattis diam sed lacus imperdiet sed sagittis turpis vulputate. Aliquam erat volutpat. Fusce diam mauris, hendrerit ut fermentum convallis, mattis in libero. Quisque bibendum, augue sed convallis ornare, mauris nunc blandit nulla, placerat iaculis tortor justo vestibulum eros. Etiam vel tellus ut turpis adipiscing cursus. Vestibulum ac magna sit amet diam consectetur imperdiet a quis urna. Maecenas pulvinar aliquam adipiscing. Phasellus eleifend iaculis fringilla. Ut consequat sagittis nibh nec pharetra. Aenean sem neque, tristique varius porttitor ac, elementum a nibh. Vestibulum ante ipsum primis in faucibus orci luctus et ultrices posuere cubilia Curae; Suspendisse potenti. Phasellus ut varius urna. In id iaculis nisi. Aenean luctus, est non pretium sollicitudin, turpis erat rutrum justo, ut elementum enim purus a velit. Nam dictum, lacus rutrum tincidunt gravida, eros elit varius erat, ac lacinia ligula velit tincidunt ante. Duis vel quam mollis nibh lacinia aliquam vel in nibh. Maecenas dignissim elit sit amet sapien porta eget malesuada est vestibulum. Vivamus eu diam lacus. In hac habitasse platea dictumst. Vestibulum ante ipsum primis in faucibus orci luctus et ultrices posuere cubilia Curae; Sed sit amet nunc arcu, eget viverra risus. Vivamus egestas porttitor sem vel viverra. Praesent bibendum libero eu dui euismod consectetur. Nunc sit amet elit sed orci lobortis malesuada. Morbi nec euismod arcu Yours Sincerely Jack Osborn. CEO, American Airlines
1356 Street, Fort Worth, TX 7600
Graphic Applications
Reverse
Letterhead The letterhead is simple, direct, and immediately recognisable form of communication. The rear features a subtle pattern printed with spot-uv varnish onto dull metallic silver. Paper: #70 french “Cement Grey�, 180gsm. Reverse: Metallic Silver
Letterhead
Graphic Applications
Envelope
1356 Street, Fort Worth, TX 7600
Graphic Applications
Envelope
The Corporate envelope features a red-tinted photo texture with the airline name focused large within, enough room is provided for an address label to be added. The inside of the envelope is printed in the AA Corporate Red with a subtle, dark-red flight pattern. Not only does this add a sens of quality, and subtle branding, but it also helps to sheild potentially sensitive information from prying eyes. The eagle logo is printed underneath the envelope flap, so that it is revealed upon opening.
1356 Street, Fort Worth, TX 7600
Graphic Applications
Business Card
T
he American Airlines business card is simple and bold. The front features the logo in white, which is left-aligned,
with a custom spot-gloss pattern printed over the red background. Every senior employee who requires a personal card, recieves their very own, one-of-a-kind pattern. The rear is again very simple, and features the employee’s uniquely-generated colour palette, further adding to the individualistaion of the card. No two will ever be the same.
Graphic Applications
Business Card
JACK OSB ORN | CE O Tel: Fax:
+44 (0)1287 234 578 +44 (0)1287 234 579
Add: 1356 Street, Fort Worth, TX 7600
Spatial Applications
Interiors
Spatial Applications
Brushed Steel Brushed stainless steel is to be used heavily for interiors, wether that be signage, furnishing or fittings. The steel pays direct homage to the old Airline livery with their bare steel fuselage. The steel also has a tactile quality that suggests engineering and robustness. The patterns are applied using a lightly frosted vinyl, giving a subtle texture by contrasting with the steel behind.
Interiors
Spatial Applications
Livery The aircraft livery is also derived from the flight path pattern system. Using this system means that every plane in the livery is completely unique, however the branding is consistent and immediately recognisable.
Livery
Spatial Applications
The white eagle logo is applied to the tail-fin, while the brand name, is applied to the side of the engine. The engine is painted in the AA Corporate Red, which draws attention to the airline name, this sparse use of the solid colour draws the eye to the brand name, allowing it to be scaled smaller than usual.
Livery
Spatial Applications
Interiors
Spatial Applications
Interiors
Digital Applications
Website
Flight: AA1765X | BOS - LAX
The Bespoke Flying Exerience
Plan Travel Travel Info Login AA Blog AAdvantage
Passenger Login
Flights
Flight & Hotel
Flight & Car
Hotels
Car Rental
My American
Email/Username From
To
Flight Class
Password Forgot password/username?
dd/mm/yy
Ticket Type
dd/mm/yy
Remember me
Log in
You are viewing real-time flight paths from: Silver City, NM ? 18 : 24 : 07 GMT
One-way
Adults (12+)
2
Return
Children (2+)
2
Find Flights
Digital Applications
Website
Flight: AA1765X | BOS - LAX
The Bespoke Flying Exerience
Plan Travel Travel Info Login AA Blog AAdvantage
Passenger Login
Flights
Flight & Hotel
Flight & Car
Hotels
Car Rental
My American
Email/Username From
To
Flight Class
Password Forgot password/username?
dd/mm/yy
Ticket Type
dd/mm/yy
Remember me
Log in
You are viewing real-time flight paths from: Silver City, NM ? 18 : 24 : 07 GMT
One-way
Adults (12+)
2
Return
Children (2+)
2
Find Flights
Digital Applications
Mobile App
Flight Finder Travel Info Login AAdvantage
AAdvantage Login
Digital Applications
Mobile App
Flight Finder
From
One-way Return
dd/mm/yy
Adults (12+) 2
To
Children (2+) 2
dd/mm/yy Flight Class Ticket Type
Find
Ticket Type
Find
Flight Class dd/mm/yy 2
To
Children (2+) 2
dd/mm/yy
Adults (12+)