AIR INDIA
THE BRAND STANDARDS
The little book of brand essentials
AIR INDIA
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AIR INDIA
CONTENTS Concept - 5
General - The Brand The Logo The Color
Technical Details - 7
Logo Simplification Components Safety Area and Kerning Dimensions
Colors - 10
Palette Used Gradients Logo color variations Grayscale variations
Typography - 15
Primary Typeface Secondary Typeface
INCORRECT USAGE - 17 PATTERN - 18 WATERMARK - 19 EXTRA - 20 BUSINESS CARD - 21 LETTERHEAD - 22 AIRPLANE GRAPHICS 23
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AIR INDIA
CONCEPT General - The Brand
The logo
The Colors
Air India is the National carrier airline of India known for its efficiency, consistency and professionalism. The airline is emerging with renewed & better services with ambitious plans to create a wide international network after becoming the 27th Star Alliance member. It highlights the diversity, beauty and splendour of India and at the same time maintains a respectable reputation among other International Brands.
The symbol is an abstract derivation from the peacock feather. Peacock is the Indian national bird and is also known as a symbol of the sun. It is known for rejuvenating esteem and bringing vitality to an experience. It is believed that eyes on the peacock feather are a sign of protection and watchfulness. The feather is light in weight and is thus associated with the amazing in-flight experience. The logo has a contemporary feel to it with an infused Indian element.
Both the symbol and English/ Hindi logotype use colors derived from the peacock feather. Brighter and fresher colors are used infusing the touch of India. The use of color blue is also symbolic to the reliable and consistent service the airline promises to deliver.
Brand Manual / Concept : general, elements, colors
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LOGO SIMPLIFICATION
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Final
Brand Manual / Technical Details : logo simplification
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TECHNICAL DETAILS Graphic Symbol
Logotype - ENGLISH
Logotype - HINDI
Pc/ O+l*oF Brand Manual / Technical Details : Components
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SAFETY AREA AND KERNING Kerning
Safety Area
-80 PX
Pc/ O+l*oF
AIR INDIA 40 PX
10 PX
11 PX
x
40 PX
The kerning of the logotype has been manually set keeping in mind the legibility and readability for the user. The letters should not be condensed in any circumstances.
Brand Manual / Technical Details : Safety area and kerning
The minimum distance between the logo and any other surface/color/symbol/element will be determined by the reducing the graphic symbol to 50% of its original size. However, text or content can be placed in the pink area highlighted above
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DIMENSIONS Minimum Dimensions
The minimum dimension of the graphic symbol when used separately should be 9mm*9mm
The minimum dimension of the logo is 12mm*32mm.
The minimum dimension of the logo with special mention horizontally (A star alliance member) is 25mm*50mm
The minimum dimension of the logo with special mention vertically (A star alliance member) is 20mm*114mm Brand Manual / Technical Details : Dimensions
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AIR INDIA
COLORS USED Primary color Palette
C:61 M:0 Y:61 K:0
PANTONE 16 - 6030 TPX
KATYID
C:100 M:0 Y:100 K:0
PANTONE 18 - 6330 TPX
JUNI PER
C:100 M:18 Y:100 K:0
PANTONE 19 - 0230 TPX
GARDEN GREEN
C: 100 M:87 Y:15 K:3
PANTONE 19 - 3925 TPX
PATROIT BLUE
C:100 M:19 Y:0 K:0
PANTONE 18 - 4247 TPX
BRILLIANT BLUE
Brand Manual / Colors : Palette used
C: 98 M:0 Y:0 K:0
PANTONE 18 - 4440 TPX
CLOISOLLE
C:64 M:0 Y:0 K:0
PANTONE 17 - 4435 TPX
MAILBU BLUE
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COLOR GRADATIONS
These gradients can be used in various collateral as a base color/ header/border. Brand Manual / Colors: Gradients
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COLORS VARIATIONS
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AIR INDIA Brand Manual / Colors : Logo color variations
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COLOR VARIATIONS
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AIR INDIA The following are only 12 main color variations which include the defined color palette and gradients.
AIR INDIA Brand Manual / Colors: Logo color variations
The following variations are not recommended: - Change one or all the colors as one - Using other colors than the colors defined for background, logo or any reversals - Strictly not to be placed on a 100% black background
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BLACK AND WHITE VARIATIONS
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AIR INDIA Brand Manual / Colors : Logo color variations
These are the Gray scale versions of the logo. Any other black and white version is not allowed to be used.
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PRIMARY TYPEFACE
FERTIGO PRO abcdefghijklmnopgrstuvwxyz ABCDEFGHIJKLMNOPGRSTUVWXYZ 0123456789 FERTIGO PRO
FERTIGO PRO
FERTIGO PRO
FERTIGO PRO
FERTIGO PRO
FERTIGO PRO
Fertigo Pro is the main typeface used in the logotype AIR INDIA The font is created by John Buivenge and is an updated version of Fertigo font. The font is Humanist type and has a calligraphic touch to it. It is crisp and curvy font complementing the graphic symbol. The font has a human touch to it which defines the hospitality and service given by the airline.
FERTIGO PRO Brand Manual / Typeface : Primary
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SECONDARY TYPEFACE
PROXIMA NOVA abcdefghijklmnopgrstuvwxyz ABCDEFGHIJKLMNOPGRSTUVWXYZ 0123456789 abcdefghijklmnopgrstuvwxyz ABCDEFGHIJKLMNOPGRSTUVWXYZ 0123456789 abcdefghijklmnopgrstuvwxyz ABCDEFGHIJKLMNOPGRSTUVWXYZ 0123456789 abcdefghijklmnopgrstuvwxyz ABCDEFGHIJKLMNOPGRSTUVWXYZ 0123456789
Proxima Nova is the secondary typeface used for the brand. The Light, Light Italic, Regular, Bold and Bold italic versions can be used depending upon the message or content to be displayed. The font is created by Mark Simonson. This font is highly used in Print as well as web and compliments the other typeface by adding a classy look to it.
abcdefghijklmnopgrstuvwxyz ABCDEFGHIJKLMNOPGRSTUVWXYZ 0123456789 Brand Manual / Typeface : Secondary
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INCORRECT USAGE
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AIR INDIA Brand Manual / Incorrect usage
All the mentioned variations and variations on similar pattern is not allowed. The logo should not be used without the Hindi typeface as Air India is Government owned enterprise and it is mandatory to write the name in Hindi.
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PATTERNS
These are the corporate patterns which can be used as and when required in different collateral and other things. The patterns can be converted into the corporate colors defined and can be used as a stencil too. Brand Manual / Pattern
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WATERMARK
Use of the logo as a watermark should be done as defined here. It should be reduced to a minimum opacity of 10%. and should be placed at the left bottom corner of the material in the defined way Brand Manual / Incorrect usage
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EXTRA
The following shape can be used on collateral and other desired material. The design crossed with a red line is not allowed on any kind of collateral.
Brand Manual / Pattern
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BUSINESS CARD
ROHIT NANDAN
Chairman & Managing Director
rohit.nandan@airindia.in +91 11 9810123456 (011) 234 22107 (011) 234 22103, 234 22126
ROHIT NANDAN
Chairman & Managing Director
rohit.nandan@airindia.in +91 11 9810123456 (011) 234 22107 (011) 234 22103, 234 22126
Business card size : 88.9mm * 50.8mm Distance from top : 6.5 mm Distance from left : 10 mm Logo : 12 mm * 32 mm Name : 9 pt Designation : 6pt Info : 6 pt Back : Corporate pattern Brand Manual / Stationary Design
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LETTER HEAD
Shri N. K. Jain Director
Letter head size : A4 Distance from top : 19 mm Distance from right : 19 mm Logo : 16 mm Height
Brand Manual / Stationary Design
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AIRPLANE GRAPHIC- BOEING 747-400
Brand Manual / Collaterals
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LUGGAGE TAG
Name Destination Address Telephone
Brand Manual / Collaterals
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BAGGAGE CLAIM TAG - FRONT
Baggage claim card
Brand Manual / Collaterals
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BAGGAGE CLAIM TAG - BACK
Brand Manual / Collaterals
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BOARDING PASS
First Class Name
GUPTA/KANUPRIYA Frequent flyer : 217634992 Boarding Time
07:20PM Flight No.
Seat No.
Gate
8B
A9 Date
AI 023
31 MAR
Departs
Arrives
DELHI
8:00 PM
ETK No. 0983513189885C1
MUM 10:45 PM
Brand Manual / Collaterals
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TRAVEL ENVELOPE
e Nam n
o nati esti
D
Add
Baggage
Name
GUPTA/KANUPRIYA Frequent flyer : 217634992 Boarding Time
07:20PM Flight No.
ele T claim
Seat No.
8B
A9 Date
31 MAR
Departs
Arrives
DELHI
Economy ne pho card
ETK No. 0983513189885C1
Gate
AI 023 8:00 PM
ress
MUM 10:45 PM
Boarding gates will close 29 minutes prior to departure.
Brand Manual / Collaterals