Brand Guidelines

Brand Guidelines

An introduction

to our brand

Our strategic framework ensures we deliver a cohesive and elevated experience across every touchpoint and line of business.

Purpose, Positioning, and Audience

This simple framework outlines three key components of our strategy:

Because: Our purpose We provide: Our positioning

To: Our Audience Experience

This framework and the principles within it ensure we deliver the feeling of being On a Cloud across every part of the experience, regardless of business line.

Our passion for every aspect of global flight runs incredibly deep

Global business aviation services that empower customers to go anywhere and do anything

One to one

We build a personal touch around each and every customer. Details matter

When you have it all, it’s the smallest details that matter most.

Minimal is the way

We remove barriers and complexity by saying and showing less.

Stay grounded

We stay mindful of every decision to help shape a better world.

Aviation customers who want an experience that’s so seamless it’s almost invisible Evocative

At the surface, there is calm.

A fine layer of simplicity and elegance. This is where you are.

You experience flight in its smoothest form. From seamless repairs to hand-crafted interiors, the beauty is built in.

The details pre-designed.

You already know where you want your experience to take you. We are how you get there.

Underneath one engine part lie thousands of hours of meticulous sculpting.

Within a single charter sit the countless hands that crafted the journey.

That’s where we are.

The artisans underneath the art.

The effort behind effortless.

Behind any seamless Jet Aviation interaction is a huge amount of work by a team of dedicated and passionate people. The refreshed brand identity heroes the often untold stories behind great aviation experiences.

The effort1 behind effortless 2

1 Effort — Though our clients will only know the feeling of being On a Cloud, underneath their experience lies a foundation of individuals pouring countless hours into the details.

2 Effortless — Our calm and considered identity uses annotations and footnotes to reveal the expertise that makes effortless aviation possible while letting important moments breathe.

Our four creative principles, evocative, detailed, minimal, and honest, allow our brand to flex while ensuring we deliver a singular, coherent experience.

Evocative Detailed Minimal Honest

Warm and sensory, we capture the feeling of being On a Cloud by utilizing poetic language and imagery.

Precise and crafted, we revel in the finest details, with a Swiss-inspired grid and considered language.

Concise and succinct, we reduce complexity wherever possible to create a sense of calm and ease.

Upfront and candid, we use imagery and language to share the often unseen effort that lies behind every flight.

Our Brandmark consists of two core elements with distinct yet essential roles. The monogram acts as a shorthand for our brand, while the endorsed wordmark communicates our name and our relationship with General Dynamics.

Monogram

Our monogram is an abstracted JA which takes the form of a planeplane's instead of jet's tail fin. A fluid and dynamic mark that evokes a sense of movement and ease.

Wordmark

Our wordmark is formed using bespoke geometric character forms to build a sans serif expression that is strong, simple and well-crafted.

Endorsement

Formed from the General Dynamics' logotype, the endorsement clarifies our relationship with our parent company.

1 Monogram

2 Wordmark

3 Endorsement

The Monogram

Our monogram is an abstracted JA which takes the form of a plane's tail fin. It is a fluid and dynamic mark that evokes a sense of movement and ease.

Clear Space

Clear space is the area surrounding the brandmark that is kept free of other elements.

While the minimum clear space is half the height of one monogram, shown opposite, be generous with the space around our brandmark.

Minimum Size

The specified minimum sizes, measured to the width of the monogram.

Digital 25px

Print 4mm Color

The monogram should only appear in Classic Navy, or white if reversed out of a solid color or image.

In the limited situations where color cannot be used, the monogram may appear in black, for example, a fax.

Usage

The monogram can appear in isolation or as apart of the brandmark with the endorsed wordmark.

The Brandmark

Our brandmark combines the monogram with the endorsed wordmark. The wordmark is formed from bespoke geometric character forms to build a sans serif expression that is strong, simple, and well-crafted.

Clear Space

Clear space is the area surrounding the brandmark that is kept free of other elements.

While the minimum clear space is half the height of one monogram, shown opposite, be generous with the space around our brandmark.

Minimum Size

The specified minimum sizes, measured to the width of the brandmark.

Digital 247px

Print 46mm

Color

The brandmark should only appear in Classic Navy, or white if reversed out of a solid color or image.

In the limited situations where color cannot be used, the brandmark may appear in black, for example, a fax.

Usage

The brandmark should never appear multiple times within the same page or display.

Limited Clear Space

In limited situations the clear space can be reduced to half the height of one monogram, shown opposite, for both the brandmark and the monogram.

It is critical that the brandmark is applied correctly to ensure consistency across the experience.

Outlined here are a number of things to avoid.

Do not recolor

Do not use the wordmark without the monogram

Do not remove the endorsement

Do not rearrange brandmark elements

Color Palette

Color is a vital part of our identity that helps to ensure every touchpoint feels distinct and ownable.

Core Palette and Balance

Our core palette consists of Classic Navy and Warm Red, combined with Crisp White. The bands of color shown on the right are roughly representative of color balance. We feature a dominant amount of white and negative space in layouts.

Digital Neutrals

These colors are intended for use in digital applications, but could be adapted for print use with testing.

These color specifications must be followed consistently to maintain the integrity of our visual brand identity. Always use the color values appropriate to your intended reproduction method.

Classic Navy

PMS 282

CMYK 100 90 13 68

RGB 4 30 66

HEX 041E42

RAL 5022

Warm Red

PMS 2028

CMYK 0 86 100 0

RGB 249 56 34

HEX F93822

RAL 3020

Crisp White

PMS

It is critical all layouts incorporate both Classic Navy and Warm Red. To ensure consistency there is a simple theory to applying color.

Headlines

Headlines are always red, unless reversed out of a color (navy or red).

Brandmarks

Brandmarks and monograms are always navy, except when reversed out of a color background.

Footnotes

Footnotes are always red, and if a call to action is used as a footnote, it should also be red.

White Space

Perhaps the most important color of our palette is no color at all. Be sure layouts incorporate large areas of white space.

Our functional palette is an extended color palette reserved for use in charts, graphs, and tables.

Where possible, its application should be limited, and tints of our core palette should be used before utilizing the other functional colors.

Our core palette can only be tinted for use in charts, graphs, and tables; it should not be used this way in any other applications.

Articulating our tone of voice

Our voice tells us how we should write, speak, and engage with audiences. These principles are a way to ensure that no matter the subject matter, our communications will feel consistent and true to the Jet Aviation brand.

These tone of voice principles have been derived from the overall strategy, and applied to verbal specific use cases.

Evocative

Use warm, sensory language to spark the feeling of being On a Cloud

Detailed Minimal Honest

Speak to our craft with carefully considered cadence, to convey our passion for every detail.

Consider words and phrases that describe sensations (smooth, stillness)

Incorporate second person sentences to establish a personal touch

Be concise and succinct, reflecting the stress-free experiences we shape.

Revel in a singular detail for a sentence, or even a paragraph

Use punctuation and word choice to create a short, sharp rhythm

Be open to sharing the effort and craftsmanship that lie within every experience.

Create headlines that focus only on what the client sees — the tip of the iceberg

Elevate only what is fitting and necessary for the communication

Stay humble with behind the scenes language (beneath, underneath)

Use our annotations to reveal the breadth of capabilities behind each experience

Evocative

We talk about “air” to bring in a feeling of lightness.

Detailed

The comma causes the reader to take a purposeful pause. This is the precise rhythm we can achieve even at smaller touchpoints through careful punctuation.

Minimal

We keep this touchpoint neat and succinct to let the message breathe.

Honest

At a smaller touchpoint, not every principle will be dialed up. Here, we lean less into this principle.

Air, crafted

Evocative

This principle is less present at this touchpoint.

Detailed

We say “artisans” and “craft” to convey our devotion to the details. We also get alliterative (artisans/art, countless/craft) to show the precision can live even in our choice of letters.

Minimal

We let the “countless hours” and references to artistry speak to our capabilities, rather than listing them.

Honest

We talk about the process that underlies flight with the phrase “behind the art,” and speak candidly to the amount of hours we put into our work.

We are the artisans behind the art of flight, devoting countless hours to craft the perfect experience.

Evocative

We begin the manifesto from the perspective of the reader, integrating personal touch and sensory language (“surface,” “fine layer”) to make the emotions feel tangible.

Detailed

Use of mirroring sentence structures1 and callbacks2 introduces a careful balance and symmetry into the text.

1 'You already know where' / 'We are how'

2 This is where you are' / 'That’s where we are'

Minimal

Leaning into the sharp punctuation that the Detailed principle gives us, we use incomplete sentences to denote a concise, singular thought.

Honest We use words like “underneath” and “within” to position ourselves clearly in the process as the artisans diligently working to enable effortless experiences. Expressive

At the surface, there is calm.

A fine layer of simplicity and elegance. This is where you are.

You experience flight in its smoothest form. From seamless repairs to hand-crafted interiors, the beauty is built in. The details pre-designed. You already know where you want your experience to take you. We are how you get there.

Underneath one engine part lie thousands of hours of meticulous sculpting. Within a single charter sit the countless hands that crafted the journey. That’s where we are.

The artisans underneath the art. The effort behind effortless. EVOCATIVE DETAILED

Evocative

We begin with a focus on the reader’s perspective — the sensation of touching down, and the feeling of seamlessness.

Detailed

Since the body copy talks primarily about our capabilities, as opposed to the client feeling, we italicize “superior” as the detail we are most diving into.

Minimal

The headline alludes to the feeling, or the output, while letting the body copy divulge the details.

Honest

We use behind the scenes language then pay it off with, “Seamless is just the surface,” as if to indicate the full sum of capabilities always available for use.

This is what superior service feels like

Touch down in Seletar Airport or Changi International Airport, and feel the expertise of the Singapore FBO team working to craft a seamless experience for you.

Behind every seamless FBO experience in the APAC region, our comprehensive team of experts is working to ensure top quality standards at every turn. From transportation to fueling, from catering to cleaning, the details are designed with you in mind.

Seamless is just the surface. Contact us today to find out how we can assist your journey.

Jet Aviation Singapore

1075 West Camp Rd, Seletar

Aerospace Park 797800, Singapore

Core to the brand is a pairing of typefaces that balance craft and utility to create a typographic expression that feels refined and considered without losing a sense of warmth. On the following pages we've outlined how to set, color, and place each of the brand typefaces.

GT Super Display Light / Light Italic

This is GT Super Display Light and Light Italic. Used for headlines, the typeface balances the fluid movements of calligraphy with the resolved, sharp edges of a classic serif.

Arial Regular

This is Arial Regular. Used for subheads, body copy and annotations, the secondary font is inspired by iconic Swiss typefaces. The output is an elegant, considered typography full of utility.

Headlines

Headlines should always set in GT Super Display Light and can use italics to emphasize a word or phrase.

Annotations

Numeric annotations are added to our headlines to let our most important messaging moments breathe while the corresponding footnotes can share details about the expertise that makes effortless aviation possible.

Footnotes

Unpacking the annotated word or phrase footnotes should always start with a superscript number corresponding to the headline annotation.

Color

Application of color to typography is an integral part of our design system. Only use Warm Red for:

Headlines Warm Red 1

Annotations Warm Red 2

Footnotes Warm Red

Titles Warm Red

Classic Navy is used for:

Subheads Classic Navy Body Copy Classic Navy

Headlines may also be reversed out of solid color Annotations should always be colored to match headline

Footnotes

Seamless 1 is just the surface

1 Seamless — The weeks our flight managers spend precisely planning every moment of your next journey

Titles

About Us

Our History

Since 1967, Jet Aviation has been the source of flight in its smoothest form, maintaining, designing, and chartering private aircraft. From your time in the air to those moments in between, you can expect a simple beauty in any journey with us.

Behind every seamless interaction are our people, the artisans of aviation, honing their craft in Aircraft Management, Maintenance, Repairs, Overhauls, Completions, Staffing, Charter, and Fixed Base Operations. And with locations around the world, you can trust us to be everywhere you need to be.

We are the effort behind effortless experiences in flight.

Typesetting Specifications

Headlines

GT Super Display Light / Light Italic

Leading pt size x 1.1

Tracking -10 (Optical)

Annotations

Arial Regular Size Headline pt size

Format Superscript

Vertical Scale 50%

Horizontal Scale 50%

Baseline Shift Leading size / 3

Leading Auto Tracking 0 (Optical)

Titles Arial Regular Size Body copy x 1.25

Leading Auto Tracking 0 (Optical)

Subheads, Body Copy and Footnotes

Arial Regular Size Headline pt x 0.15

Leading Auto Paragraph Space Leading / 2

Tracking 0 (Optical)

Subheads Underline Weight Auto

Subheads Underline Offset pt size x 0.25

Headlines and Annotations

Seamless 1 is just the surface

Footnotes

Titles

Subheads and Body Copy

1 Seamless — The weeks our flight managers spend precisely planning every moment of your next journey

About Us

Our History

Since 1967, Jet Aviation has been the source of flight in its smoothest form, maintaining, designing, and chartering private aircraft. From your time in the air to those moments in between, you can expect a simple beauty in any journey with us.

Behind every seamless interaction are our people, the artisans of aviation, honing their craft in Aircraft Management, Maintenance, Repairs, Overhauls, Completions, Staffing, Charter, and Fixed Base Operations. And with locations around the world, you can trust us to be everywhere you need to be.

We are the effort behind effortless experiences in flight.

Typesetting Specifications

Paragraph styles have been limited to five (5):

1. Headlines — Warm Red, GT Super Display Light or Light Italics, varying font sizes

2. Titles — Warm Red, Arial, varying font sizes

3. Sub-headlines — Classic Navy, Arial, Underlined, varying font sizes

4. Body Copy — Classic Navy, Arial, varying font sizes

5. Footnotes — Warm Red, Arial, varying font sizes

The size relationship between each style is explained in detail in the previous two pages. The table shown here is a quick reference guide for commonly used formats.

Annotations used in headlines are explained on the previous page.

Common formats and corresponding font sizes

Headlines

Do not use:

— GT Super Display in Classic Navy

— Arial or other fonts

Titles

Do not use:

— GT Super Display at this level

— Classic Navy

Subheads and Body Copy

Do not use:

— GT Super Display at this level

— Warm Red

Seamless

is just the surface Seamless 1 is just the surface

About Us

Our History

Since 1967, Jet Aviation has been the source of flight in its smoothest form, maintaining, designing, and chartering private aircraft. From your time in the air to those moments in between, you can expect a simple beauty in any journey with us.

Behind every seamless interaction are our people, the artisans of aviation, honing their craft in Aircraft Management, Maintenance, Repairs, Overhauls, Completions, Staffing Charter, and Fixed Base Operations. And with locations around the world, you can trust us to be everywhere you need to be.

We are the effort behind effortless experiences in flight.

Our History

Since 1967, Jet Aviation has been the source of flight in its smoothest form, maintaining, designing, and chartering private aircraft. From your time in the air to those moments in between, you can expect a simple beauty in any journey with us.

Behind every seamless interaction are our people, the artisans of aviation, honing their craft in Aircraft Management, Maintenance, Repairs, Overhauls, Completions, Staffing Charter, and Fixed Base Operations. And with locations around the world, you can trust us to be everywhere you need to be.

The starting point for layouts is determining the margins.

For consistency across the various sizes and orientations of our communications, we have developed a mathematical formula: Divide the length of the diagonal by 30 to derive the margin size.

Note: Depending on the nature of the collateral and production requirements, the size of the margin may need to be adjusted. Page Margin

Using a logical and adaptable grid system will help build well-structured collateral that provides consistent brand expression.

A 6-column grid system is recommended for vertical layouts, and a 12-column grid is recommended for horizontal layouts.

As a starting point, size the gutters to one-third the width of the margin. This can be adjusted based on the specifics of the collateral.

The preferred placement of the brandmark and monogram is at the bottom left corner of the collateral.

As a principle, the brandmark is sized such that the height of the monogram is half the width of the margin (the same rule applies when the monogram is used alone).

The size or the brandmark may need to be adjusted in some cases, most specifically when the size or proportions of the communication would render the brandmark below minimum size requirements.

Our grid is the basis for the two parts of our flexible design system; the footer and window.

This simple system ensures that every layout feels calm, considered, and effortless.

Footer

The footer area remains clear of all graphic elements, with the exception of the brandmark, monogram, annotations and Jet Aviation URL.

The height of the footer is five times the height of the monogram.

Footer Height Margin x 2.5

The Window

The window area is where photography is placed. The window can vary in height, but imagery placement is restricted to the area from the top trim edge of the collateral to the top of the footer area.

The diagrams on the right show the flexibility in sizing and placing photographs in the window area.

The window area is fitted to the width between the margins. The height of the window is calculated as 1/2, 3/4 or the full height of the area from the top trim edge to the top of the footer.

The headline sits either on the image or in the white area above or below the image. To make layouts more dynamic, the headline is aligned to the grid, but placed off-center.

The same rules apply for both vertical and horizontal formats.

Window Specs

Max. Width Margin to Margin

Max. Height Page top to Footer

Dolectecte net liquia 1 quam

Dolectecte net liquia 1 quam

Edit volor

Dolectecte net liquia quam

Dolectecte net liquia 1 quam

Example Layouts

The exhibits on the right demonstrate how to bring the different elements together.

The artistry behind every journey

The artistry behind every journey

The artistry behind every journey

Air, crafted

Our focus on sustainability

We have a genuine interest in building a sustainable and environmentally-aware brand that connects with the values of customers. From providing our customers with sustainable choices wherever possible, to reducing the environmental impact of our infrastructure and processes, Jet Aviation is committed to supporting efforts to reduce our industry’s carbon footprint. These efforts include: permanent sustainable aviation fuel supply sustainable aviation fuel book & claim scheme facilities built to LEED standards reduction in single-use plastic site recycling programs waste management systems.

Overview

Built from our creative principles, photography plays a key role in articulating the seamless and calm feeling of the Jet Aviation experience.

Evocative

Light and graceful our images evoke the feeling of being On a Cloud.

Detailed

Elegant and considered, there is an artful nature to the images we create.

Minimal

A clear focal point and the use of negative space like the sky or tarmac deliver a sense of calm to our imagery.

Honest

A voyeuristic view to the world of aviation our images pull the viewer into the moment.

Composition

How we compose each image is key in ensuring our photography feels unique and on-brand.

Composition

Images should feel calm. Avoid multiple angles, contrasting colors and visual noise caused by too many small objects.

Frame

Each image should be framed to have one clear focus. Using negative space to minimize visual noise and complexity is key.

Lighting

The light should feel soft and even; avoid the high contrast of bright highlights and dark, hard shadows.

Perspective

Avoid angles and perspectives that make objects look warped or exaggerated.

Depth of Field

Where possible the images should avoid a narrow depth of field.

The tone of our imagery is key to capture the feeling of our brand promise On a Cloud.

The light, warm, and slightly desaturated tonality of our imagery, as well as simple compositions, ensures we convey a sense of ease even when depicting the hustle behind the scenes.

Our imagery should incorporate light sky-like tones of blue and warm grays and beiges that complement our primary palette. Where possible we should avoid incorporating our brand's core colors into images.

While it is ideal to create the most on-brand imagery in camera, color grading each image can help ensure our photography feels consistent across the brand.

Through this process, our imagery achieves the light, warm, and slightly desaturated tonality that is integral to our brand. These details should be used as a guide only; each image should be assessed individually and modified accordingly.

Dynamic Range

The dynamic range of the image has been compressed, so that blacks are more gray, and whites are less bright.

Saturation

The image is desaturated to soften and calm the image.

White Balance

The temperature and tint of the white balance has been shifted to make the image warmer.

Hue, Saturation and Lightness

The blues in the image have been slightly desaturated and lightened to soften the image.

People

While all our photography should feel cohesive and follow the same guidance, there are additional considerations when photographing our people.

Composition

Images should still feel calm, even if capturing our team in action. Where possible simplify the setting to ensure a calmer shot.

Framing

Each image should be framed to have one clear focus; this could be a person, or a detail of their work activity.

Depth of Field

Where possible the images should avoid a shallow depth of field; however, when bringing focus to our people in busier environments, the technique may be used.

Retouching

While we don't want to alter our people or their features, light retouching of cuticles or tidying flyaways can ensure detail shots looks great at every scale.