brand identity manual
brand identity manual
EasyJet Brand Identity Manual
orange confidence
02 / 03
At its simplest simplest, we’re here to connect people across Europe. These days we’re not alone in doing that but we believe that by doing things in the right way and staying true to our values is good for our customers, our staff, and our communities. In a nutshell, we call it our orange confidence.
EasyJet Brand Identity Manual
04 / 05
easily.
EasyJet Brand Identity Manual
1.0 Signature
2.0 Typography
1.1
2.1
Primary Typeface
2.2
Secondary Typeface
Previous Edition
1.2 Competitors 1.3
Logo Variations
1.4
Clear Space
1.5
Color Palette
1.6
Color Usage
1.7
Incorrect Usage
1.8
Supporting Elements
1.9 Photography
3.0 Stationery 3.1
Business Card
3.2 Letterhead 3.3 Envelope 3.4
Mailing Label
06 / 07
4.0 Applications 4.1 Aircraft
4.12
Check-In Kiosk
4.2
Airline Safety Card And Magazine
4.13
Bus Station Ad
4.3
Debossed Logo
4.14
Embossed Logo Signage
4.4
Seat Design
4.15
Luggage Tag
4.5 Vehicle 4.6 Website 4.7 Pen 4.8 Uniform 4.9
Drink And Food Package
4.10
Boarding Pass
4.11
App Icon
EasyJet Brand Identity Manual
1.0
Signature
Signature
1.1
Previous Edition
1.2 Competitors 1.3
Logo Variations
1.4
Clear Space
1.5
Color Pallette
1.6
Color Usage
1.7
Incorrect Usage
1.8
Supporting Elements
1.9 Photography
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EasyJet Brand Identity Manual
1.1
Previous Edition
Each ’easy’ branded business has its own specific logo,
equivalent). In body text it should appear black on white
differentiated through the descriptive word (or words)
and only where white on orange is not practical.
after ”easy”. The logo should always appear in white lettering on an orange background (Pantone 021c on glossy print materials; on other surfaces the nearest practicable
1.0
Signature
1.2 Competitors
EasyJet, is a British low-cost carrier airline headquartered
use logotype to be the logo only. The logo of EastJet
at London Luton Airport. Easyjet’s competitors include
successfully catch the audience’s attention.
Norwegian, Ryanair, Eurowings, British Airways, and Flybe. Compare with the other competitor, Other competitors combine symbol and type form together, but EasyJet
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EasyJet Brand Identity Manual
1.3
Logo Variations
Lowercase “e“ Symbol
Logotype
EasyJet is known for smooth and easy flying experience.
primary font, in order to give the new idea of “easy”. The
They make every trip or adventure easier and people do
diagonal symbol of lower case “e” gives this logo some
not need to hesitate to book a flight anymore. The new
dynamic movement and also combine with some British
identity represents clean and friendly characteristics of
and European element. This symbol also seems like the
EasyJet. To remove the original Cooper Black font. This
logo of the London Underground and Eurodollar symbol.
new version of the logo uses Proxima Nova to be the
1.0
Lowercase “e“ Symbol
Logotype
Signature
12 / 13
EasyJet Brand Identity Manual
1.4
Clear Space
1/2 X
2X
To be most effective, the EasyJet identifier should
elements. The recommended minimum distances that
always be surrounded by the most precise prescribed
define this territory are derived from the identifier.
minimum amount of clear space. This territory will set it off distinctly from any other accompanying copy, illustrative material, photography, and other graphic
1.0
3/2 X
1/2 X
Minimum Size
1.25″ / 120 px
Scale and proportion should be determined by the available space, aesthetics, function, and visibility. There is no preset maximum size fo the logo. In print, the minimum size for the horizontal version is 1.25 inches and the stacked version is 0.8 inches.
0.8″ / 76.8 px
Signature
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EasyJet Brand Identity Manual
1.5
Color Pallette
Pantone 165c
White
C: 0%
C: 0%
M: 70%
M: 0%
Y: 87%
Y: 0%
K: 0%
K: 0%
RGB: 255/104/29
RGB: 255/255/255
HEX: #ff681d
HEX: #ffffff
Pantone Black 7 C C: 0% M: 0% Y: 0% K: 80% RGB: 87/87/87 HEX: #575756
20%
40%
60%
80%
100%
Standardisation of color across media is a prime concern. The colors specified here will give us the closet representation across all media types if reproduced correctly. The core palette is specifically for the presentation of EasyJet in external communications and signage.
20%
40%
60%
80%
100%
1.0
1.6
Signature
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Color Usage
Preferred Version On White
Version On Orange
Black And White Version On White
Version On Black
To be used effectively, the EasyJet identifier should
in Pantone 165c or black and white. It is not allowed to
be used only on the below different variation on all
fill in another color.
applications for the system. These variations will set it off distinctly from all surrounding elements, including copy illustrative material, photography, and other graphic elements. This logo only uses the single color
EasyJet Brand Identity Manual
1.7
Incorrect Usage
▲ Do not rotate any part
▲ Do not change the color
▲ Do not put a gradient or
of logo
▲ Do not outline the logo
arrangement of the logo
▲ Do not change the position
and the size of the symbol
or logotype
texture on the graphic
▲ Do not crop the logo
The examples on this page demonstrate incorrect use
Do not alter or distort the logo in any way. Be particu-
of the EasyJet logo. Avoiding incorrect use is important
larly careful that the logo is not applied on background
for several reasons. Our company name and logo are
colors, patterns, or photographs that visually compete
valuable assets, and incorrect use can weaken our ability
with the logo. If you are not sure about an application of
to protect these assets. One incorrect use that is widely
the logo, please contact Dan Star at +44 330-365-5454.
distributed will tend to encourage other incorrect uses.
1.0
▲ Do not add a drop shadows effect
▲ Do not flip any part of logo horizontal or vertical
Signature
18 / 19
▲ Do not create the outline borders
▲ Do not rotate horizontally the logo
▲ Do not stretch logo in any way
▲ Do not use outer glow effect
EasyJet Brand Identity Manual
1.8
Supporting Elements
William III, also widely known as William of Orange, and
flag of the United Kingdom. To keep the royal element
his wife Mary were crowned joint monarchs of England,
and friendly identity, this Pantone 165c orange can show
Scotland, and Ireland in 1689. Their accession, known
the New British style well.
as the ‘Glorious Revolution’. The orange color can will represent the glory of the United Kingdom. These supporting elements use a new way to express the national
1.0
Corporate Pattern
Full Color Three Colors Version
Gray Tone Low-Key Color Version
Soft Color Tone Low-Key Color Version
These corporate patterns connect the UK flag supporting graphics together to create Tartan. It is a pattern consisting of criss-crossed horizontal and vertical bands in multiple colors. Using their patterns in multiple applications in order to show customers the new British style of EasyJet.
Signature
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EasyJet Brand Identity Manual
1.9 Photography Direction 1 : orange spirit
EasyJet photography represents a world full of unique
- Orange color elements
experiences, connecting people and communities. The
- Big color contrast with orange color
imagery feels natural, at the moment, reflecting our daily
- The scene about daily life, Europe, or traveling
lives, not staged or posed. This direction focus on the orange elements in our daily life. The orange should be the master part of the focal point in the photography.
1.0
Signature
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Direction 2: up to the sky
This direction shows the professional services and
- The scene about airline
friendly environment of the flight. More focus on the
- More focus on the moment when people taking a flight
moment of people working in their own environment.
- The crews are focus on their work
Our photography is never trite or clichĂŠ. It may be used for any and all EasyJet Airline communication purposes.
EasyJet Brand Identity Manual
2.0
Typography
Typography
2.1
Primary Typeface
2.2
Secondary Typeface
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EasyJet Brand Identity Manual
2.1
Primary Typeface
Proxima Nova A B C D EFGH I J K L M N O P Q R STU V WXY Z a bc de f g h i j k l m n o p q r s t u vw x yz 1234567890 ! @ # $ % ^ &* ( ) _ + ? < > Proxima Nova / Extrabold / 33pt
Proxima Nova is our primary typeface. As the primary typeface, it is important that most EasyJet communications use Proxima Nova. The default weight to use is Extrabold. The supporting weights of Proxima Nova reserved for emphasis in smaller applications such as subheads, captions tables charts, and folios.
2.0
Typography
26 / 27
EasyJet Brand Identity Manual
2.2 Secondary Typeface
Minion AB C DEFG HIJK L M
Minion / Regular / 33pt
Minion is our secondary typeface. Minion, used in EasyJet's stationery systems. It can pair well with Proxima Nova. The default weight to use is Minion Regular. Title case is preferred. Type should never be altered by adding outlines, drop shadows or effects.
2.0
Minion is a serif typeface released in 1990 by Adobe
Typography
28 / 29
Minion / Regular / 9pt/15pt / +30
Systems. Designed by Robert Slimbach, it is inspired by late Renaissance-era type and intended for body text and extended reading. Use this typesetting for the body text of stationery.
Minion is a serif typeface released in 1990
Minion / Regular / 12pt/20pt / +20
by Adobe Systems. Designed by Robert Slimbach, it is inspired by late Renaissanceera type and intended for body text and extended reading. Use Minion Regular for the body text.
Minion is a serif typeface released in 1990 by Adobe Systems. Designed by Robert Slimbach, it is inspired by late Renaissance-era type and intended for body text and extended reading. Use Minion Regular for the body text.
Minion / Regular / 15pt/24pt / +20
EasyJet Brand Identity Manual
3.0
Stationery
3.1
Overview
3.2
Business Card
3.3 Letterhead 3.4 Envelope 3.5
Mailing Label
Stationery
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EasyJet Brand Identity Manual
3.1
Overview (Folded Letterhead)
We ask that the specifications outlined below for the letterhead are strictly followed. Position, alignments, spacing, and typography have been carefully considered for optimum legibility and aesthetics. The size of the EasyJet brand identifier should remain consistent across all pieces of the stationery system.
3.0
stationery
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3.2 Business Card
0.25”
0.1875”
0.22”
0.22”
Lesan Ramier Director of Marketing LeasanR@easyjet.com EasyJet Airline Ltd. Luton LU2 9PD, United Kingdom E: contact@easyjet.com T: +44 330 365 5454
0.1875”
W: easyjet.com
The business card has been designed to convey a lean
business card consists of the brand identity. It contains
and professional look. This design can be adapted for
the address and personal contact information.
use with personal information. Follow the measurements shown and the guidelines for information placement
Identity: 1.2641 inches wide X 0.642 inches high
in this page. The overall size of this business card is 2
Address: the letters and numbers are set in Minion
inches wide X 3.5 inches high. The front panel of the
Regular in size 9pt with 16 leading
EasyJet Brand Identity Manual
3.3 Letterhead
July 23, 2018
Ms. Reid Hoffman Chief Information Officer CIO Company 150 W San Carlos St, San Jose, CA 95113
Dear Ms. Reid,
I would like to welcome you as a new client. I look forward to working together on the Academy Project and I am sure that you will be extremely satisfied with the services my business provides. You are invited to make an appointment to visit our office at your earliest convenience. The office manager will be happy to show you around and discuss any aspect of our credit policy with you. I am enclosing several samples and an estimate for your review. Please let me know if these figures fall within your budget for the project.
11”
If you have any questions, please don’t hesitate to call. You are invited to make an appointment to visit our office at your earliest convenience. The office manager will be happy to show you around and discuss any aspect of our credit policy with you. You are invited to make an appointment to visit our office at your earliest convenience. The office manager will be happy to show you around and discuss any aspect of our credit policy with you. Please let me know if these figures fall within your budget for the project. If you have any questions, please don’t hesitate to call. You are invited to make an appointment to visit our office at your earliest convenience.
Yours truly,
Dan Starr Graphic Designer
EasyJet Airline Ltd. Luton LU2 9PD, United Kingdom E: contact@easyjet.com T: +44 330 365 5454 W: easyjet.com
8.5”
Chief Information Officer CIO Company 150 W San Carlos St, San Jose, CA 95113
3.0
stationery
34 / 35
Dear Ms. Reid,
Letterhead (detail)
I would like to welcome you as a new client. I look forward to working together on the Academy Project and I am sur
that you will be extremely satisfied with the services my business provides. You are invited to make an appointment to
visit our office at your earliest convenience. The office manager will be happy to show you around and discuss any asp
of our credit policy with you. I am enclosing several samples and an estimate for your review. Please let me know if th figures fall within your budget for the project. 0.75”
1.2641”
If you have any questions, please don’t hesitate to call. You are invited to make an appointment to visit our office at yo
earliest convenience. The office manager will be happy to show you around and discuss any aspect of our credit policy 0.75”
with you. You are invited to make an appointment to visit our office at your earliest convenience.
The office manager will be happy to show you around and discuss any aspect of our credit policy with you. Please let
know if these figures fall within your budget for the project. If you have any questions, please don’t hesitate to call. Yo 0.642”
are invited to make an appointment to visit our office at your earliest convenience. Yours truly, July 23, 2018
Ms. Reid Hoffman Chief Information Officer CIO Company Dan Starr 150 W San Carlos St, San Jose, CA 95113 Graphic Designer
EasyJet Airline Ltd. Dear LutonMs. LU2Reid, 9PD, United Kingdom E: contact@easyjet.com
I would like to welcome you as a new client. I look forward to working together on the Academy Project and I am sur T: +44 330 365 5454
that you will be extremely satisfied with the services my business provides. You are invited to make an appointment to W: easyjet.com
visit our office at your earliest convenience. The office manager will be happy to show you around and discuss any asp 0.75”
of our credit policy with you. I am enclosing several samples and an estimate for your review. Please let me know if th figures fall within your budget for the project.
If you have any questions, please don’t hesitate to call. You are invited to make an appointment to visit our office at yo
earliest convenience. The office manager will be happy to show you around and discuss any aspect of our credit policy with you. You are invited to make an appointment to visit our office at your earliest convenience. The office manager will be happy to show you around and discuss any aspect of our credit policy with you. Please let
The letterhead has been designed to convey a lean and
Identity: 1.2641 inches wide X 0.642 inches high
professional look. This design can be adapted for use
Body text: the letters and numbers are set in Minion
with personal information. Follow the measurements
Regular in size 9pt with 16 leading
know if these figures fall within your budget for the project. If you have any questions, please don’t hesitate to call. Yo are invited to make an appointment to visit our office at your earliest convenience.
shown and the guidelines for information placement in Yours truly,
this page. The overall size of the letterhead is 8.5 inches wide X 11 inches high.
EasyJet Brand Identity Manual
3.4 Envelope
0.5” 0.642” 0.65” Ms. Reid Hoffman
0.55”
Chief Information Officer CIO Company 150 W San Carlos St, San Jose, CA 95113
EasyJet Airline Ltd. Luton LU2 9PD, United Kingdom
0.5”
0.5”
1.2641”
1.9”
The envelope should always be a standard No. 10
Identity: 1.2641 inches wide X 0.642 inches high
envelope with a square flap. The lining of the envelope
Address: the letters and numbers are set in Minion
employs graphic elements. Follow the measurements
Regular in size 9pt with 16 leading
shown and the guidelines for information placement in this page. The overall size of the envelope is 9.5 inches wide X 4.125 inches high.
3.0
stationery
36 / 37
3.5 Mailing Label
0.5” 0.642” 0.65” Ms. Reid Hoffman
0.55”
Chief Information Officer CIO Company 150 W San Carlos St, San Jose, CA 95113
EasyJet Airline Ltd. Luton LU2 9PD, United Kingdom
0.5”
0.5”
1.2641”
1.9”
The mailing label should be a crack and peel label.
Identity: 1.2641 inches wide X 0.642 inches high
Follow the measurements shown and the guidelines for
Address: the letters and numbers are set in Minion
information placement in this page. The overall size of
Regular in size 9pt with 16 leading
the mailing label is 8 inches wide X 4.125 inches high.
EasyJet Brand Identity Manual
4.0
applications
Applications
4.1 Aircraft 4.2
Airline Safety Card And Magazine
4.3
Debossed Logo
4.4
Seat Design
4.5 Vehicle 4.6 Website 4.7 Pen 4.8 Uniform 4.9
Drink And Food Package
4.10
Boarding Pass
4.11
App Icon
4.12
Check-In Kiosk
4.13
Bus Station Ad
4.14
Embossed Logo Signage
4.15
Luggage Tag
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EasyJet Brand Identity Manual
4.1 Aircraft
This is an example of the EasyJet Airlines aircraft. The EasyJet Airlines airplane represents the brand loud and clear and stands out from other airplanes. The pattern represents the classic British characteristics of EasyJet Airlines. Using a new way to show the orange aircraft of EasyJet Airlines. The lower case "e" symbol should be placed on the tail.
4.0
Applications
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EasyJet Brand Identity Manual
4.2 Airline Safety Card And Magazine
This is an example of the airline safety card and magazine. EasyTrip is the travel magazine to provide plenty of information about Europe. This magazine gives customers some trip advises before they boarding to the destination. The safety card shows the clean and friendly identity. Customers can understand the safety information easier.
4.0
4.3 Debossed Logo
This is an example of the debossed logo on fabric texture. A lot of applications will use the debossed logo to show the identity. The logo should be used in this way to apply for different applications.
Applications
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EasyJet Brand Identity Manual
4.4 Seat Design
This is an example of business-class seat design. In this examples, the orange color is placed on the top head pillow to the seat. Using the flag pattern at the back to show more identity features. The gray EasyJet logo on the top head pillow. This gray and orange combination gives people a comfortable and friendly mood in the sky.
4.0
4.5 Vehicle
This is an example of a corporate vehicle. The horizontal logotype should be set in the center. The orange flag background is placed in the background. There is a vehicle number on each front car door.
Applications
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EasyJet Brand Identity Manual
4.6 Website
The EasyJet Airlines website should incorporate the same elements as those used in the print system. The background picture is the scene of EasyJet flying in the sky. The reservation box should be on the left side of the screen. The background of reservation box set in #000000 in 20%. The brand logo is in #ffffff color on the website.
4.0
Applications
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EasyJet Brand Identity Manual
4.7 Pen
This is an example of the pen which is provided by EasyJet Airline. The classic Tantone 165c orange color is the strong characteristic of EasyJet. Every crew in EasyJet Airline bring this pen when they work in the airport.
4.0
4.8 Uniform
This is an example of the uniforms of EasyJet fly attendants. The neck scarf and hat are in EasyJet classic orange color. There is a logo which is in white on each hat. The big contrast of color make people impressive.
Applications
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EasyJet Brand Identity Manual
4.9 Drink And Food Package
This is an example of the EasyJet Airlines food and
the background is in Pantone 165c orange color with
drinks packaging. It will be offered to passengers during
white horizontal logo and products name.
the flight. In this example, both cup and chips packaging use single UK flag graphic. The cup background is in 20% black with horizontal orange version logo. The chips
4.0
4.10 Boarding Pass
This is an example of a boarding pass. In this example, the horizontal orange logo should be positioned in the lower left-hand corner. All the information title should be set in Proxima Nova Regular all caps.
Applications
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EasyJet Brand Identity Manual
4.11 App Icon
This is an example of the EasyJet Airlines app icon. The EasyJet icon should be used only in the context of the app. The app icon is not our logo and should not be used in marketing in place of our logo.
4.0
4.12 Check In Kiosk
This is an example of the EasyJet Airlines check-in kiosk. The kiosks will locate it at the airports to help people check in quicker. The diagonal degree is same with the lower case "e" from the logo. The pattern shows on the diagonal edge between the white part and the orange part.
Applications
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EasyJet Brand Identity Manual
4.13 Bus Station Ad
This is an example of the EasyJet Airlines bus station ad. The figure in each ad should come out from the lower case "e" symbol from the logo. Using the same diagonal shape from the logo in the background. The ad tagline will set on the topper left-hand side.
4.0
4.14 Embossed Sign
This is an example of the EasyJet Airlines company building the sign. The logo should be used in this way to apply for different applications. The building exterior should use the orange background with silver type sign.
Applications
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EasyJet Brand Identity Manual
4.15 Luggage Tag
This is an example of the EasyJet Airlines luggage tag. In this example, both cup and chips packaging use single UK flag graphic. The thread on the top should be in 20% black.
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Every component of this book is designed and set into type by Joanne Chia An Lin at Academy of Art University in San Francisco as part of Strategies for Branding course under the advisement of Thomas McNulty, Summer 2018. Printed and Bound by California Publishing Co. The typeface applied to this book is in Proxima Nova.
EasyJet Brand Identity Manual
making travel easy and affordable.
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EasyJet Brand Manual Guidelines
EasyJet Airline Ltd. Luton LU29PD, United Kingdom t: +44 330 365 5454
w: easyjet.com
CopyrightŠ 2018 EasyJet Airline Ltd. All Rights Reserved. No parts of this publication may be reproduced stored in retrieval system, or transmitted in any form by any means electronic, mechanical, photographying, recording or otherwise without the permission of the copy right holder. All other marks and names mentioned herein may be trademarks of their respective companies.