Aeromexico Brand Guidelines
Aeromexico Brand Guidelines
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Contents Our Brand About Brand Steering Wheel Brand Driver Attributes
3 4 5 6
Logo Inspiration Logomark Clear Space Minimum Size Logo Variations Subsidiary Companies Logo Misuse
7 8 9 10 11 12 13 14
Color Primary Colors Secondary Colors Color Breakdowns Color Combinations Color Misuse
15 16 17 18 19 20
Typography Primary Typeface Secondary Typeface
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Weight Typestyle
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Brand Elements Photographic Style Pattern Icon Image Treatment
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How it all come together Stationery Collateral Uniform Airplane Exterior Subsidiaries Exterior Terminal Airplane Interior Check In Counter Check In Website Mobile Device App Apple Watch App Interactive Kiosk
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Contact
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About
The new logo name is ‘Link Together’. It is new identity builds on symbolic power of the eagle, a symbol associated with Aeromexico in a form that figuratively links Mexico. We aim to provide unforgettable experience and provide authentic connection to our customers. We care the importance of passengers’ journey instead arrive them to the destination. With Aeromexico, customers link together to the world.
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Brand Steering Wheel
WHO AM I?
WHAT AM I LIKE?
Leader in Latin American aviation
Global
Connection
Connect people to the world
Innovative
Pride
Mexico’s Global Airline
Sustainable
Authentic
Leading
Passionate
Safe
WHAT DO I OFFER?
HOW DO I PRESENT MYSELF?
Excellence in aviation services
Aeromexico’s visual identity:
Advanced technology in Aviation
Aeromexico logo
People
Wide range of destinations
Color
Voice
User-friendly and interactive booking service
Typography
Plane
Efforts on environmental conservation
Online / digital
Service
Provides the most enjoyable journey
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Brand Driver CLOTHING Silk dress, formal, premium, fashionable
TRANSPORT Toyota Prius, high tech, echo-friendly
ANIMAL Eagle, brave, intelligent, powerful
CHAIR Sayl by Yves Behar; Herman Miller, high performance, inspiring
COLOR Bright, various, dynamic
TYPE Geometric, distinctive, comtemporary, various, clean
ARCHITECTURE One World Trade Center, environmental
ACTIVITY Surfing, extreme, passionate, explorative inspirational, discoverable
DRINK Blue magarita, celebrating, sociable
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Attributes
Innovative Connection Pride Passionate Authentic Safe
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Logo Logo is inspired by dynamic shape of eagle, letter ‘A’ and ‘M’ from Aeromexico, and connecting lines of different locations in the world.
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Inspiration Logo is inspired by four key elements to the brand: monogram of Aeromexico which are letter ‘A’ and ‘M’ are connected to each other created dynamic shape of eagle, connected line of world map, and tied knots. Logo symbolizes connecting customer one point to another. Also, it represents passion and commitment in everything Aeromexico do.
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Logomark Our logo is the face of Aeromexico - the primary visual expression that we use to identify ourselves. Our logo is a valuable asset for Aeromexico, meaning that we need to be careful to use it correctly and to do so consistently.
Logomark
Primary logomark
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Clear Space Clear space prevents type, imagery or other graphic elements from interfering with the legibility of our logo. No graphic elements should encroach the border around the logomark. This space is determined by 50% height of the logomark on each side. Measure the clear space for primary logomark by the height of the letter “A.�
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Minimum Size We have designed the Aeromexico logo to reproduce a certain size, however, the integrity of the logo may be compromised. Never reproduce logo smaller than 0.375� height for logomark and 0.75� height for mark.
H= 0.75 in or 19.05 mm
H= 0.375 in or 9.45 mm
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Logo Variations Aeromexico logo used on an applications will often depend on the background and production method. When using the logo on a white background, you can use full color version or blue color logo.
Full color
One color: Blue
One color: Reverse
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Subsidiary Companies In addition to the core business of transporting passengers and air freight, Aeromexico operates a number of subsidiaries brands.
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Logo Misuse While it may not seem like much of an issue to modify the logo slightly, small modifications lead to bigger ones. We will appreciate your using of the logo as it was originally drawn. It was purposefully designed to fit across numerous applications at various sizes. Do not typeset or recreate our logotype in another typeface.
Do not rearrange any elements within the logo.
Do not place the logo on a busy background.
Do not alter the color of our logo.
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Color Aeromexico colors break into primary, secondary and neutral colors. Together, they reflect the brand’s values.
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Primary colors The main palette is built around Aeromexico Blue bright and dynamic blue that represents the spirit of Aeromexico. Another main color is orange from previous color palettes of Aeromexico’s brand identity. It expresses our warmth and energy and stands out in a crowd.
Blue
Aeromexico Brand Guidelines
Bright Blue
Orange
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Secondary colors For color to have the most impact, we need to use it with purpose. And always balance layouts with white space to create communications that energetic and bright. Beyond primary, you can use our secondary palette to support your story.
Aeromexico Brand Guidelines
Gold
Brown
Green
Yellow
Orange
Red
Light Gray
Gray
Dark Gray
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Color breakdowns Our colors can be used with tints from our primary palettes. Use these colors with maximum visibility and legibility.
Bright Blue
Blue
Dark Orange
Pantone: 306 C CMYK: 81, 4, 5, 0 RGB: 0, 179, 227 HEX: 00B3E3
Pantone: 2736 C CMYK: 98, 93, 0, 0 RGB: 24, 37, 170 HEX: 1825AA
Pantone: P37-8 C CMYK: 0, 79, 93, 0 RGB: 241, 93, 42 HEX: F15D2A
80%
80%
80%
50%
50%
50%
20%
20%
20%
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Color combinations We have designed our color palette use for combinations. It gives us the freedom to express the dynamism.
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Color misuse It is important to use our guidelines carefully when using colors and always use within our defined palette. Here are a few examples of color misuse.
Do not use more than 3 colors together.
Do not adjust color
Aeromexico Brand Guidelines
Do not use more than one tint
Do not use vibrating colors
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Typography Our typeface says a lot about us. It establishes the tone of Aeromexico’s brand expression. The system builds around two typefaces.
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Primary typeface Fs Lucas gives our content a distinctive and contempory yet sophisticated typographic voice; it is the primary typeface for Aeromexico. The shape of letterforms reflect the sharp geometric shape.
Fs Lucas ABCDEFGHIJKLM N O P Q R S T U V WX Y Z abcdefghijklmn o p q r s t uv wxyz 1234567890
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Secondary typeface Univers LT Std is secondary typeface which supports the primary typface and uses for body text.
Univers LT Std ABCDEFGHIJKLM N O P Q R ST U V W X YZ abcdefghijklmn opqrstuvwxyz 1234567890
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Weight There are 5 weights to Fs Lucas and 1 weight for Univers LT Std.
Fs Lucas Black
Fs Lucas Bold
A B C D E F G H I J K L M N O P Q R S T U VW X Y Z a b c d e f g h i j k l m n o p q r s t u vw x y z 1234567890
A B C D E F G H I J K L M N O P Q R S T U VW X Y Z a b c d e f g h i j k l m n o p q r st uvwxyz 1234567890
Fs Lucas Semibold
Fs Lucas Medium
A B C D E F G H I J K L M N O P Q R S T U VW X Y Z a b c d efg h i j k l m n o p q r st uvwxyz 1234567890
A B C D E F G H I J K L M N O P Q R S T U VW X Y Z abcdefghijklmnopqrstuvwxyz 1234567890
Fs Lucas Regular
Univers LT Std
A B C D E F G H I J K L M N O P Q R ST UVW XY Z abcdefghijklmnopqrstuvwxyz 1234567890
A B C D E F G H I J K L M N O P Q R ST U V W XY Z abcdefghijklmnopqrstuvwxyz 1234567890
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Typestyles To ensure communications are consistent we have set typestyle of how we treat headlines and body copy.
Title header (Ads) Fs Lucas Black All-caps Left aligned Tracking −25
Head Fs Lucas Regular Left aligned / centered
Subhead Fs Lucas Bold Left aligned / centered
Number Fs Lucas Regular
Body Univers LT Std Regular Left aligned
THE CITY OF SUNSHINE Swim with Dolphins Select Departing Date
AM925 We are convinced that a global market needs companies that understand the potential of diversity and take steps to ensure the inclusion of each individual who brings value to our Group. We at Aeroméxico recognize, appreciate, and respect the rights of all human beings and take seriously individuality of needs and lifestyles. We are committed to not discriminate on the basis of race, religion, sex, education, sexual orientation, gender identity, national origin, political affiliation, age, economic status, or any other human condition. We condemn discrimination in all of its forms and distance ourselves from any group, organization, or institution that promotes hate or intolerance for marginalized groups.
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Brand Elements Supporting the logo is a collection of brand elements, such as phographic style, pattern, and icon. Together they compose the look and feel that makes our communications recognizable as our own.
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Photographic Style We use imagery in communications to show humanity and create emotional and connection. Here are a few general principles to follow when shooting imagery:
People
› People imagery focuses on how they travel should feel natural and genuine and not posed. › Environmental imagery considers scale to show a more interesting perspective. › Food imagery is sophisticated and elegant on white background. › Plane imagery focuses the close up look of the plane and shoots in dynamic angle.
Environmental
Food
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Pattern Pattern is one of the main elements in Aeromexico’s brand identity. They are intended to be repeatable to be used in a wide variety of applications. Our inspiration comes from the Aeromexico’s logo, Mexican geometric textile, and connecting lines.
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Icon Our icon allows it to scale for greater flexibility in digital formats. Use simple geometric forms and singular stroke weight. The shape combines sharp and round edges. Apply orange and blue from primary color.
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Image Treatment The image treatment features a full color of iconic image with vibrant background. The iconic image should be cropped off the canvas to give an exaggerated sense of scale. The vibrant pattern brings energy and life to the photograph.
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How it all come together When we apply these guidelines, we ensure that our messages are clear and engaging and that they always reinforce each other.
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Stationery Displayed on right are examples of a few commonly used stationery items, letterhead, envelope and business cards.
aeromexico.com 800.800.9999
AeroMexico Consumer Relations 3663 N. Sam Houston Parkway E. Houston, TX 77032 USA
November 13, 2017 Gerardo Herrera 1700 Lida St #2319, Pasadena CA 91103
›
Dear Gerardo Herrera, AeroMexico is Mexico’s leading airline, with 78 years of expert than 14 million passengers each year to various cities through out America, as well as Europe and Asia. It operates out of Mexico partner and member of the skyteam global alliance, a group an exclusive alliance with Delta airlines to serve passenger international market. We are convince that a global market needs companies that understand the potential of diversity and take steps to ensure the inclusion of each individual who brings value to our Group. We at AeroMexico recognize, appreciate, and respect the rights of all human beings and take seriously individuality of needs and lifestyles. We are commited to not discriminate on the basis of race, religion, sex, education, sexual orientation, gender identity, national of its forms and distance ourselves from any group, organization, or institution that promotes hate or intolerance for marginalized groups. Our company is made stronger by empowering and supporting people in all social groups, as we increase our human capital, while also promoting growth and the development of the communities we serve. We know that much remains to be done to further improve inclusion and diversity at AeroMexico. We are aware that generation of value for everyone is vital to maximize our performance for all of our stakeholders, hence the importance of inclusion of diverse partners along the entire value chain. We know that empowerment of diverse groups produces a direct and positive impact on the construction of a more competitive nd
›
inclusive economy. Thank you,
Andres Conea
Andres Conea
C.E.O.
C.E.O.
Grupo Aeromexico Head Office 445, Paseo de la Reforma 12 Piso Col. Cuauhtemoc 06500 Mexico City, Mexico
Headquarter 3663 N. Sam Houston Parkway E. Ste. #500 Houston, TX 77032 USA
+ 52 5 3274000 a.conea@aeromexico.com
+ 800 800 9999 a.conea@aeromexico.com
Sincerely, Andres Conesa, C.E.O.
La Línea Que Nos Une
Mexico’s Global Airline
3663 N. Sam Houston Parkway E. Houston, TX 77032
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Collateral We use our primary blue to reinforce our brand identity in boaeding pass and the sleeve. For membership card, we use secondary colors to give a premium look.
Aeromexico Brand Guidelines
Fecha / Date
J
02 MAY
Fecha / Date
Aerovias de Mexico, S.A. de C.V. NFC AME−880912-109
13:13
Clase
02 MAY
0062344817037 5
Hora / Time
B14
Vuelo / Flight
Eticket
Sala / Gate
AM 925
1
Nombre / Name
B14
AM 925
JOE/JENNIFER
23 : 30
11 D
J
Zona / Zone
Clase
Sala / Gate
Vuelo / Flight
A / To
Hora / Time
Asiento / Seat
NARITA
J
De / From
NARITA
MEXICO CITY
MEXICO CITY
A / To
MEX › › › NRT
Zona / Zone
Clase
1
A / To
Sala / Gate
De / From
B14
JOE/JENNIFER De / From
23 : 30
Nombre / Name
Hora / Time
02 MAY
0062344817037 5
Fecha / Date
AM 925
Eticket
Vuelo / Flight
JOE/ JENNIFER
Aerovias de Mexico, S.A. de C.V. NFC AME−880912-109
Nombre / Name
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Uniform We use tint and dark blue from primary palette to add variety to our uniforms. We use gold color for badge to highlight the uniform.
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Airplane Exterior Here is the various angles of presentation. Views from above and sides of airplane. Airplane is the most important element to represents Aeromexico.
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Airplane Exterior
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Subsidiaries exterior Here is the example of subsidiaries planes of Aeromexico. They have consistent color palette.
Connect
Express
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Subsidiaries exterior
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Terminal Here is example of LAX terminal. Arriving terminal has welcoming statement like ‘Hello, Los Angeles’ with different languages with dynamic patterns.
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Airplane Interior The interior of the airplane has dark blue for economic seat with pillow of orange pattern. For first class, it has premium color palettes of silver and light blue.
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Check In Counter Check in counter should examplify everything that Aeromexico has to offer. Great service with a full color banners, kiosk, and monitor.
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Check In We place the logo in the upper left corner for a clear and immediate identification for digital kiosk. Also, we show dynamic imagery that graps interesting from people. For business lounge check in, use preminum color palettes of dark blue, tint blue, and silver.
Digital
Business Lounge check in
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Website
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Mobile Device App
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Apple Watch App
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Interactive Kiosk We use bold and all caps for typestyle and use dynamic angle for imagery in interactive kiosk.
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Contact Jenny Joe jennyhjoe@gmail.com jennyhjoe.com 2016
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