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FLYVE HĂ˜JT Corporate Identity Guidelines
TABLE OF CONTENTS
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1Corporate Logo CORPORATE IDENTITY GUIDELINES Introduction THE FLYVE HØJT LOGO Usage and elements Minimum clearance configurations Inspiration Process Preferred color applications Acceptable color applications Unacceptable color applications
3Web Standards 7 9 11 13 15 17 19 21
2Corporate Identification THE EVOLUTION OF THE FLYVE HØJT BRAND Aircraft livery THE FLYVE HØJT MASTER BRAND Usage and elements CORPORATE COLORS Primary and secondary colors TYPOGRAPHY Corporate fonts CORPORATE STATIONERY Business cards Letterhead Envelopes Credit card
TYPOGRAPHY Web fonts COLOR USAGE Web colors APPLICATIONS Website
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4Advertisments for Flyve Højt 25 27 29 31 33 35 37 39
MAGAZINE Advertisement BILLBOARD Advertisement WEB BANNER Advertisement
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CORPORATE LOGO
CORPORATE IDENTITY GUIDELINES
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FLYVE HØJT
Introduction These guidelines describe the visual and verbal elements that represent Flyve Højt’s corporate identity. This includes our name, logo, and other elements such as color, type and graphics. Sending a consistent and controlled message of who we are is essential to presenting a strong, unified image of our company. These guidelines reflect Flyve Højt’s commitment to quality, consistency and style. The Flyve Højt brand, including the logo, name, colors, and identifying elements, are valuable company assets. Each of us is responsible for protecting the company’s interests by preventing unauthorized or incorrect use of the Flyve Højt name and marks.
Crown Symbol
Logotype
Crown Symbol Logotype
The Flyve Højt Airline logo has two elements. The first is the crown symbol, and the second is the logotype. In the first logo the type is the full name of the airline in a bold red font. In the second option for the logo the logotype are the letters F and H in the same bold red font. The second logo is used for smaller areas and layouts with a simpler design. The colors used in this both of these logos are red, black, and white.
FLYVE HØJT’S LOGO
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Logo usage The logo appears on all of the company’s visual communications, including the livery, aircraft interiors and signs. The logo represents more than just our name – it’s the primary means of identifying our company and our brand’s presence in the marketplace. Appropriate use of the logo is necessary for maintaining the integrity of our brand and presenting a unified image of the company.
1 line logo
FLYVE HØJT
Elements Flyve Højt’s logo is composed of a crown symbol and the Flyve Højt logotype. The crown is a stylized version of the crown that is worn on each of the lions on Denmark’s Coat of Arms. This crown can stand alone as a graphic element. The Flyve Højt logotype is specially created and spaced letter forms and may not be modified in any way. The second logo uses an abbreviation of Flyve Højt: FH which sits under the crown. Both of these elements can stand alone, as long as it can be understood what they are representing.
Alternate logo
FLYVE HØJT’S LOGO
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1 line logo
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Minimum clearance The logo should always be surrounded by a generous amount of open space to keep it free of any visually distracting elements. Typographic or photographic material should not infringe on the imaginary clear space indicated around the logo. The logo may appear on any neutral area of a photograph that is free of any imagery that may conflict with its legibility. Any of the approved color renditions of the logo may be used as long as there is sufficient value contrast between the logo and the background.
x
FLYVE HĂ˜JT
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Alternate logo
x x x x
FLYVE HØJT’S LOGO
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Logo Inspiration The national coat of arms of Denmark consists of three crowned blue lions accompanied by nine red hearts, all in a golden shield. The current version of the coat of arms was adopted in 1819 during the reign of King Frederick VI who fixed the number of hearts to nine and decreed that the heraldic beasts were lions. Each lion has three hearts protecting him. The national coat of arms was the inspiration for the crown. The idea of the crown was taken from the crown that each lion wears. It’s interesting shape allowed the idea for the organic shape of Flyve Højt’s crown. Nine hearts were placed inside the crown because of the nine hearts protecting the lions on the coat of arms. The colors in the logo came from the red of the hearts, and Denmark’s national color. Denmark’s flag consists of the colors red and white, which are the two main colors, along with black, in Flyve Højt’s logo.
FLYVE HØJT’S LOGO
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Logo Process Denmark’s national coat of arms was the main inspiration for Flyve Højt’s logo. The first step of the logo process was creating a logo of a lion wearing a crown with nine hearts inside it. As the logo was further worked out and more detail was taken out to simplify it, there was a second version with a simple lion with the crown. In this version, there was a red background with white hearts and a black outline of a lion. To further simplify the logo, our team just took the crown and placed it on a red background with white hearts and a black outline. Lastly, the crown was placed back on a white background with red hearts and the same black outline. The outline was changed so that the design was cleaner and easier to replicate. The colors of the crown can only be changed to specific ones, listed on page 7 and 8, but the logo is usually represented in the original colors shown.
Process
Final Logo
FLYVE HØJT’S LOGO
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1–line logo - Black and red crown with red logotype
Preferred color applications The logo on a white background The preferred appearance of the Flyve Højt logo is on a white background in these color variations.
FLYVE HØJT Acceptable logo - All black
FLYVE HØJT
No other color variations on a white background are permitted. Acceptable logo - All red
FLYVE HØJT
FLYVE HØJT’S LOGO
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FLYVE HØJT Acceptable color applications The Flyve Højt logo on color backgrounds The logo may not appear on any other color background, other than those shown on this page.
FLYVE HØJT FLYVE HØJT
FLYVE HØJT’S LOGO
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FLYVE HØJT Do not print any part of the Logotype in a second color.
Unacceptable logo color No other color variations of the Flyve Højt logo, other than those shown previously, are permitted. The examples shown here demonstrate a few, but not all, potential misuses of color applied to the logo.
FLYVE HØJT Do not print logo in any color other than shown in these guidelines.
FLYVE HØJT Do not print logo in any color other than shown in these guidelines.
FLYVE HØJT
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CORPORATE IDENTIFICATION
THE EVOLUTION OF THE FLYVE HØJT BRAND
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Aircraft livery The design of Flyve Højt’s livery was inspired by our airline’s history. Visually, it alludes to our past by combining elements from Denmark’s history and the Coat of Arms. Yet it reaches to our future by combining and rendering these ideas in a fresh way. This evolutionary design culminated in what is today’s Flyve Højt master brand. The artistic result and feel of the current design is less rigid, and more organic and fluid.
THE FLYVE HØJT MASTER BRAND
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Usage Every application of Flyve Højt corporate identity should strengthen the company’s image as a leader in the airline industry. We must apply the master brand carefully, consistently and with the highest quality standards.
FLYVE HØJT
Logotype
Master brand elements Flyve Højt’s logotype – Used on all visual expressions of the company.
Signature Band
Signature band – Used for all visual expressions of the company; consists of a single red stripe. Signature Heart Signature heart – Used sparingly as a secondary piece of artwork that adds dramatic effect and visual interest in marketing pieces.
CORPORATE COLORS
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Primary and secondary colors Red is the primary color for Flyve Højt. Use this color as the dominant color palette for all internal and external visual presentations of the company. Black and white are the secondary colors. Use them to accent and support the primary color palette.
Red Pantone 185C C = 0% M = 100% Y = 100% K = 0%
R = 255 G=0 B=0 HEX = FF0000
CMYK process color mix is provided for 150 line screen. The RGB color space is used primarily for visual communications online, mobile devices and on film. When using the Pantone Matching System, check pantone Inc.’s standard for color reproduction and color reproduction materials.
Black C = 0% M = 0% Y = 0% K = 100%
R=0 G=0 B=0 HEX = 000000
White C = 0% M = 0% Y = 0% K = 0%
R = 255 G = 255 B = 255 HEX = FFFFFF
TYPOGRAPHY
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Corporate fonts This page illustrates the fonts we use in all visual presentations of the company. TF Forever (thin, light, regular, italic, medium, bold, bold italic, extra bold) TF Forever Xlight (regular, italic), and Neutra Display PS are the three primary fonts. Not all of the styles of these fonts are used, although they are all possibilities in future designs. No other fonts are permitted.
TF Forever thin TF Forever light TF Forever regular TF Forever italic TF Forever medium TF Forever bold TF Forever bold italic TF Forever extra bold TF Forever Xlight regular TF Forever Xlight italic Neutra Display PS
CORPORATE STATIONERY
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Abelone Nielsen Customer Service Representative
Business cards This page shows the approved layouts with the primary elements of the Flyve Højt stationery system for business cards, front and back.
P (45) 20224581 F (45) 75319642 nielsen@flyve.de flyvehøjt.de Kastanievej 15 DK-8660 Skanderborg, Denmark
Front
This example displays all of the signature elements that define our master brand. Back
Flyve Højt
CORPORATE STATIONERY
35 FLYVE HØJT flyvehøjt.de P 4512345678 F 44 161 999 8888 Kastanievej 15 DK-8660 Skanderborg, Denmark
FLYVE HØJT flyvehøjt.de P 4512345678 F 44 161 999 8888 Kastanievej 15 DK-8660 Skanderborg, Denmark
November 20, 2013
Letterhead This page shows the approved layouts with the primary elements of the Flyve Højt stationery system for letterheads.
Kristen Raahauge Niels Bohrs Alle 23, 1330 5230 Odense M Mr. Raahauge, Lorem ipsum dolor sit amet, consectetur adipiscing elit. Nunc at semper tortor, ac ullamcorper massa. Vestibulum sagittis molestie elit, non venenatis justo euismod nec. Nulla et ultrices tellus. Suspendisse aliquam nec augue sed placerat. Proin in vestibulum leo. Proin hendrerit nisi eu luctus porttitor. Proin volutpat sapien nec lacus feugiat, nec feugiat risus bibendum. Curabitur ac diam eu nulla venenatis rutrum at a lorem. Nulla facilisi. Suspendisse sagittis adipiscing arcu quis ultricies. Donec congue dolor nulla. Maecenas lacinia fringilla leo et congue. Phasellus eget aliquet tortor. Quisque in urna pulvinar, consectetur lorem nec, tempus eros. Praesent et risus lacus. Maecenas vitae augue vestibulum, vehicula neque ut, faucibus justo. Etiam placerat augue a justo eleifend, sed pharetra est aliquam. Nullam suscipit tempus tempus. Aliquam nec vehicula nisl. Quisque quis est non tellus cursus aliquam vitae sed libero. Phasellus condimentum urna eget rutrum feugiat. Sed in ante vel mauris blandit venenatis faucibus ultrices nibh. Cras lorem lectus, vehicula et sapien malesuada, rhoncus lacinia est. Quisque ac rutrum mauris, a consectetur massa. Phasellus pellentesque, leo sed pellentesque posuere, turpis velit venenatis lorem, quis sodales massa magna a odio. Curabitur vel porttitor purus. Maecenas placerat leo mauris, vel mattis metus sollicitudin et. Curabitur id posuere odio. Integer ultricies mollis tincidunt. Pellentesque posuere, risus non cursus suscipit, erat enim pretium tellus, vitae lobortis nulla lorem id sem. Curabitur placerat ipsum non ante tristique vehicula. Praesent quis congue quam. Phasellus pretium laoreet mi vel molestie. Suspendisse hendrerit sodales nisi eget rutrum. Sincerely,
Mrs. Nielsen
CORPORATE STATIONERY
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FLYVE HØJT Kastanievej 15 DK-8660 Skanderborg, Denmark
Mikkel Brandt 1663 Copenhagen Dr. Solvang, CA 93463. (45) 6884065
Envelopes This page shows the approved layouts with the primary elements of the Flyve Højt stationery system for envelopes.
FLYVE HØJT Kastanievej 15 DK-8660 Skanderborg, Denmark
Mikkel Brandt 1663 Copenhagen Dr. Solvang, CA 93463. (45) 6884065
CREDIT CARD
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WEB STANDARDS
TYPOGRAPHY
WWW.FLYVEHØJT.DE
43 TF Forever Xlight ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz TF Forever Xlight italic ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz
Introduction Unlike printed materials, web pages need to adapt to different browsers, screen resolutions and browser window sizes. Overall, we try to keep our web design and language as clean and simple as possible. The following guidelines explain and illustrate how we use the key design elements of our master brand and sub-brands in web applications.
Fonts This page illustrates the fonts we use for flyvehøjt.de and online marketing communications. We use TF Forever Xlight as our primary font. If this font is not offered Helvetica (light, light oblique, regular, oblique, bold, bold oblique) may be used because it is supported by most computer systems’ hardware and software, which helps maintain a consistent look across platforms.
Helvetica light ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Helvetica light oblique ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Helvetica regular ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Helvetica oblique ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Helvetica bold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Helvetica bold oblique ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz
COLOR USAGE
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Red Web colors This page shows the select color palette we use exclusively for our website: flyvehøjt.de. The color palate does not differ much from our corporate colors because of the simplicity we chose to use when selecting our color palette.
Pantone 185C R = 255 G=0 B=0 HEX = FF0000
Black
White
R=0 G=0 B=0 HEX = 000000
R = 255 G = 255 B = 255 HEX = FFFFFF
APPLICATIONS
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ADVERTISEMENTS
MAGAZINE
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BILLBOARD
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WEB BANNER
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