BRAND GUIDELINES
A MESSAGE FROM THE PRESIDENT
Thai Airways International Public Co,.ltd is a national enterprise subordinated to the Ministry of Transport. It is a public company registered in The Securities Exchange of Thailand since 1991 with the Ministry of Finance as a dominance shareholder at more then 50%. We operate the airlines business that transport passengers, goods, parcels and postal through air transportation via Thai major cities to the primary cities around the world. From schedule flights to charter flights and through our alliances with Suvarnabhumi Airport as the main hub for all flight routes. As the national airline, we announce our vision to set our goal to public and use it as the guideline for all units to achieve the same goal “The First Choice Carrier with Touches of THAI”. While focusing on building shared value to raise the main value e.g. focus on customer satisfaction building, operation under effective capital and budget through flexibility to support the change of circumstance in business operation and to create a response to confederate with balance. We announce our mission to show our determination and ask all confederates to perform as follows -To serve a holistic airfreight for domestic and international markets while focusing on standard, safety, convenience and service that reflect Thai identity to deliver the valuable and dependable products along with strengthen impressions and good relationship with customers. -To supervise the business according to international standard to create a sustainable growth to the organization and create high revenue to shareholders -To create a strong culture of the organization of learning, to realize about customers’ importance and to strengthen the abilities, skills and responsibility along with accumulate organization relationship with its employees to bring the best out of all workforce. -To help, strengthen and response to society and environment as a national airline.
Sincerely,
Sumeth Damrongchaitham Thai Airways President
TABLE OF CONTENTS
1.0 SIGNATURE
4.0 APPLICATIONS
1.1 Signature
4.1 Aircraft
1.2 Signature Variations
4.2 Debit Card
1.3 Clear Space - Vertical
4.3 Boarding Pass
1.4 Clear Space - Horizontal
4.4 Water Bottle
1.5 Color Palette
4.5 Snack
1.6 Black & White Usage
4.6 Paper Cup
1.7 Graphic Element
4.7 Airplane Meal
1.8 Unacceptable Usage
4.8 Tote Bag 4.9 First Class Seat
2.0 TYPOGRAPHY
4.10 Pillow
2.1 Primary Typeface
4.11 Van
2.2 Secondary Typeface
4.12 Mobile App 4.13 Bill Board
3.0 STATIONERY 3.1 Stationery System 3.2 Business Card 3.3 Letterhead 3.4 Envelope 3.5 Mailing Label
4.14 Bill Board 4.15 Economy Seat 4.16 Airport Counter
1.0 SIGNATURE
1.1 Signature 1.2 Signature Variations 1.3 Clear Space - Vertical 1.4 Clear Space - Horizontal 1.5 Color Palette 1.6 Black & White Usage 1.7 Graphic Element 1.8 Unacceptable Usage
THAI AIRWAYS
1.0 SIGNATURE
1.1
The Thai Airways identity represent the visual
A brand asset of such importance must be protected
embodiment of our vision for the airways. It is comprised
from misuse by assuring consistent, high-quality
of three element of three objectives buddha’s finger,
reproduction of the signature. These guidelines have
dancing gesture and Thailand architecture. The identity
been created to help you reproduce the Thai Airways
symbolizes the heritage of Thailand and the shared
signature with care, precision, and consistency. The
values of service.
signature is a unique piece of artwork and must never be
SIGNATURE
STRATEGIES FOR BRANDING
typeset of recreated. Use only the approved digital files that accompany these guidelines.
SYMBOL
LOGO TYPE
THAI AIRWAYS
1.0 SIGNATURE
1.2
Our Thai Airways brand identity system includes two
However when vertical space is a constraint when
signatures - horizontal and vertical. The vertical signature
applying the Thai Airways brand identity, the horizontal
on the top side of this page represents the visual
signature of the identity should be utilized.
SIGNATURE VARIATIONS
VERTICAL SIGNATURE
HORIZONTAL SIGNATURE
STRATEGIES FOR BRANDING
embodiment of the Thai Airway brand. It is strongly recommended that the vertical signature be used in branding applications whenever possible.
THAI AIRWAYS
1.0 SIGNATURE
1.3
To be most effective, the Thai Airways identity should
They blue dotted lines surrounding the vertical signature
always be surrounded by the most precise prescribed
of the identiy on this page delineates the minimum
minium amount of clear space. The territory will
territory into which no copy or graphic elements may
visually separate it from any other accompanying copy,
intrude. This minium space should never be violated. The
illustrative materials, and other graphic elements. The
clear space territory is determined using the relationship
recommended minium distances that define this territory
to X of the space in the cornor.
CLEAR SPACE VERTIAL
STRATEGIES FOR BRANDING
are derived from the dentity shown on this page.
x
x
x
x
THAI AIRWAYS
1.0 SIGNATURE
1.4
To be most effective, the Thai Airways identity should
They blue dotted lines surrounding the horizontal
always be surrounded by the most precise prescribed
signature of the identiy on this page delineates the
minium amount of clear space. The territory will
minimum territory into which no copy or graphic
visually separate it from any other accompanying copy,
elements may intrude. This minium space should never
illustrative materials, and other graphic elements. The
be violated. The clear space territory is determined using
recommended minium distances that define this territory
the relationship to X of the space in the cornor.
CLEAR SPACE HORIZONTAL
STRATEGIES FOR BRANDING
are derived from the dentity shown on this page.
x
x
x
x
THAI AIRWAYS
1.0 SIGNATURE
1.5
A color palette has been selected to support the value
clarity and consistent reproduction across media. To
and quality associated with the brand identity. The
ensure quality color reproduction, consult the current
distinctive organe (Primany color) and blue (Secondary
edition of the Pantone Color Formula Guide.
COLOR PALETTE
STRATEGIES FOR BRANDING
color) express the spirit of Thai Airways and allow for
PANONE CMYK RGB LAB
1585 C 0 74 99 0 242 103 35 61 52 61
PANONE CMYK RGB LAB
10271 C 87 47 7 0 4 120 180 47 -12 -41
PANONE CMYK RGB LAB
10104 C 38 29 29 0 164 167 169 68 -1 -2
THAI AIRWAYS
1.0 SIGNATURE
1.6
To be most effective, the Thai Airways identity should
1. When used on a light color background, the
always be produced in color. Black and White
signature is designed with 100% black.
BLACK & WHITE USAGE
STRATEGIES FOR BRANDING
reproduction is acceptable only in following cases. 2. When used on dard color or photographic background, full reversed out versions of the signature must be used.
THAI AIRWAYS
1.0 SIGNATURE
1.7
The Thai Airways architectural pattern may be used as
Using the pattern of the identity as a graphic element
a graphic element to reinforce brand identity and add
is only an option and should not become the rule when
graphic interest, color and form.
producing materials. When used as a graphic element,
GRAPHIC ELEMENT
STRATEGIES FOR BRANDING
the symbol has no clear space requirements.
THAI AIRWAYS
1.0 SIGNATURE
1.8
1. NEVER
6. NEVER
Use mutiple color not specified in Section 1.1
Distort the identity in any way
2. NEVER
7. NEVER
Use color combinations not specified in Section 1.5
Use an italic typeface for the logomark
3. NEVER
8. NEVER
Use outlines
Use an regular typeface for the logomark
4. NEVER
9. NEVER
Scale elements individually
Use a different typeface for the logomark
UNACCEPTABLE USAGE
STRATEGIES FOR BRANDING
5. NEVER Stretch the identity in any way
1
2
3
4
5
6
7
8
9
THAI AIRWAYS
THAI AIRWAYS
THAI AIRWAYS
THAI AIRWAYS
1.0 SIGNATURE
1.8
10. NEVER
15. NEVER
Use colors not specified in Section 1.5
Overlay the logomark with the symbol
11. NEVER
16. NEVER
Apply pattern to the identity
Use background images with similar tone and value
12. NEVER
17. NEVER
Rotate the sysbol
Place color identity against similar color background
13. NEVER
18. NEVER
Skew the identity
Apply drop shadows or effects to identity
UNACCEPTABLE USAGE
STRATEGIES FOR BRANDING
14. NEVER Screen identity down to any percentage of original colors
10
11
12
13
14
15
16
17
18
2.0 TYPOGROPHY
2.1 Primary Typeface 2.2 Secondary Typeface
THAI AIRWAYS
2.0 TYPOGRAPHY
2.1
Consistent typographic treatment is critical to establish a
PRIMARY TYPEFACE
STRATEGIES FOR BRANDING
proprietary look for the Thai Airways brand. Two font families have been selected for use in communication the Thai Airways brand system.
Gill Sans Regular
ABCDEFGHIJKLM NOPQRSTUVWXYZ abcdefghijklm nopqrstuvwxyz Gill Sans SemiBold
1234567890~!@#$ %^&*()_+:”{}<>?,./
THAI AIRWAYS
2.0 TYPOGRAPHY
STRATEGIES FOR BRANDING
2.2
Consistent typographic treatment is critical to establish a
Two font families hace been selected for use in
proprietary look for the Thai Airways brand.
communicating the Thai Airways brand system. Frutiger Regular is the secondary typeface used in all print
SECONDARY TYPEFACE
communications, advertsing, packging and signage.
Frutiger Regular
ABCDEFGHIJKLM NOPQRSTUVWXYZ abcdefghijklm nopqrstuvwxyz Frutiger SemiBold
1234567890~!@#$ %^&*()_+:”{}<>?,./
3.0 STATIONERY
3.1 Stationery System 3.2 Business Card 3.3 Letterhead 3.4 Envelope 3.5 Mailing Label
THAI AIRWAYS
3.0 STATIONERY
3.1
The complete stationery system consists of business cards,
STATIONERY SYSTEM
STRATEGIES FOR BRANDING
BUSINESS CARD: 3.5 inches wide x 2 inches high
letterheads, envelopes, and crack & peel mailing labels. This system has been designed to convey a clean and
LETTERHEAD: 8.5 inches wide x 11 inches high
professional look. ENVELOPE: 9.5 inches wide x 4.125 inches high Measurements and information placement for each item are detailed in Section 3.2 through Section 3.5. Here are
MAILING LABEL: 8 inches wide x 4.125 inches high
the overall dimensions for each item:
89 Vibhavadi Rangsit Road Bangkok 10900, Thailand T. 650 430 5822 E. Thairways@gmail.com
23 July 2019
35 Poncetta Drive Apt 242, Daly City, CA 94015
Dear Ms. Reid,
I write to you for applying for being a part of Thai Airways Customer Care Services. This is with reference to the Airline Customer Service cell in your establishment. The notification for this vacant position is online on the site airlinejobs.com, since a week. I respond to that with great enthusiasm and insist that you meet me after going through my credentials. I have been in the Customer Service Center for two airlines in the past two years while studing, part time. Now that I have completed my graduation successfully I am looking forward to put my two years’ experience and capabilities to good use. I have handled both, inbound and outbound services and have always exceeded my target. Kindly have a look at the certificates attached here with my resume for details. I am proud to say that I hace contributed my bit to the increase in number of sales of my ex company. I am a quick learner and wish to work with the same enthusiasm even now. Hence I would like to meet you to discuss about this opportunity. Looking forward to hear from you soon. Khang Minh Nguyen Customer Service Manager
Yours truly,
89 Vibhavadi Rangsit Road Bangkok 10900, Thailand T. 650 430 5822 E. Thairways@gmail.com
Khang Minh Nguyen Customer Service Manager
THAI AIRWAYS
3.0 STATIONERY
STRATEGIES FOR BRANDING
89 Vibhavadi Rangsit Road Bangkok 10900, Thailand
35 Poncetta Drive Apt 242, Daly City, CA 94015
89 Vibhavadi Rangsit Road Bangkok 10900, Thailand
35 Poncetta Drive Apt 242, Daly City, CA 94015
THAI AIRWAYS
3.0 STATIONERY
STRATEGIES FOR BRANDING
3.2
The business card has been designed to convey a clean
IDENTITY: 1.25 inches wide x 0.9 inches high.
and professional look. This design can be adapted for
BUSINESS CARD
use with personal information. Follow the measurements
ADDRESS: The letters and numbers are set in Frutiger
shown and the guidelines for information placement in
in size 7 point with 10 leading and 10 tracking.
this page. The overall size of the business card is 2 inches wide x 3.5 inches high. The front panel of the business card consists of the brand identity. The front panel contains address and personal contact information.
0.3’’
0.5’’
0.5’’ Khang Minh Nguyen Customer Service Manager
1.0’’
89 Vibhavadi Rangsit Road Bangkok 10900, Thailand T. 650 430 5822 E. Thairways@gmail.com
FRONT
BACK
THAI AIRWAYS
3.0 STATIONERY
STRATEGIES FOR BRANDING
3.3
The letterhead has been designed to convey a clean,
IDENTITY: 1.25 inches wide x 0.9 inches high.
professional look. This design can be adapted for use
LETTERHEAD
0.5’’
with personal information. Follow the measurements
ADDRESS: The letters and numbers are set in Frutiger
shown and the guidelines for information placement
in size 7 point with 10 leading and 10 tracking.
in this page. The overall size of the letterhead is 8.5
The body copy are set in Adobe Jenson Pro in size 10
inches wide x 11 inches high.
point with 13 leading.
1.5’’
1.5’’
0.5’’
89 Vibhavadi Rangsit Road Bangkok 10900, Thailand T. 650 430 5822 E. Thairways@gmail.com
23 July 2019
35 Poncetta Drive Apt 242, Daly City, CA 94015
Dear Ms. Reid,
I write to you for applying for being a part of Thai Airways Customer Care Services. This is with reference to the Airline Customer Service cell in your establishment. The notification for this vacant position is online on the site airlinejobs.com, since a week. I respond to that with great enthusiasm and insist that you meet me after going through my credentials. I have been in the Customer Service Center for two airlines in the past two years while studing, part time. Now that I have completed my graduation successfully I am looking forward to put my two years’ experience and capabilities to good use. I have handled both, inbound and outbound services and have always exceeded my target. Kindly have a look at the certificates attached here with my resume for details. I am proud to say that I hace contributed my bit to the increase in number of sales of my ex company. I am a quick learner and wish to work with the same enthusiasm even now. Hence I would like to meet you to discuss about this opportunity. Looking forward to hear from you soon.
Yours truly,
Khang Minh Nguyen
THAI AIRWAYS
3.0 STATIONERY
STRATEGIES FOR BRANDING
3.4
The envelope should always be a standard NO. 10
IDENTITY: 1.25 inches wide x 0.9 inches high.
envelope with a square flap. The lining of the envelope
ENVELOPE
0.5’’
employs graphic elements. Follow the measurements
ADDRESS: The letters and numbers are set in Frutiger
shown and the guidelines for information placement in
in size 7 point with 10 leading and 10 tracking.
this page. The overall size of the envelope is 9.5 inches
The receiver’s address is set in Adobe Jenso Pro in size
wide x 4.125 inches high.
10 with 15 leading.
0.25’’
1.5’’
0.5’’
89 Vibhavadi Rangsit Road Bangkok 10900, Thailand
35 Poncetta Drive Apt 242, Daly City, CA 94015
THAI AIRWAYS
3.0 STATIONERY
STRATEGIES FOR BRANDING
3.5
The mailing label should be a crack and peel label.
IDENTITY: 1.25 inches wide x 0.9 inches high.
Follow the measurements shown and the guidelines for
MAILING LABEL
information placement in the page. The overall size of
ADDRESS: The letters and numbers are set in Frutiger
the mailing label is 8 inches wide x 4.125 inches high.
in size 7 point with 10 leading and 10 tracking. The receiver’s address is set in Adobe Jenso Pro in size 10 with 15 leading.
0.5’’
0.25’’
1.5’’
0.5’’
89 Vibhavadi Rangsit Road Bangkok 10900, Thailand
35 Poncetta Drive Apt 242, Daly City, CA 94015
4.0 APPLICATION
4.1 Aircraft 4.2 Debit Card 4.3 Boarding Pass 4.4 Water Bottle 4.5 Snack 4.6 Paper Cup 4.7 Airplane Meal 4.8 Tote Bag 4.9 First Class Seat 4.10 Pillow 4.11 Van 4.12 Mobile App 4.13 Bill Board 4.14 Bill Board 4.15 Economy Seat 4.16 Airport Counter
THAI AIRWAYS
4.0 APPLICATION
4.1
This is an example of the Thai Airways aircraft. The Thai
Thai airways is displayed in large type on the side of
Airways airplane represents the brand loud and clear,
the aircraft. The symbol should be placed on the tail
and stands out from other airplanes. It consists of the
of the airplane.
AIRCRAFT
STRATEGIES FOR BRANDING
brand identifier’s colors, orange and blue.
THAI AIRWAYS
4.0 APPLICATION
4.2
This is an example of the Thai Airways debit card. The
The reversed typemark should be placed in the upper
debit card is released by Thai Airways for all passengers
left hand cornor. Background should be identity orange
to buy flight ticket or consume in the airport and
solide color.
DEBIT CARD
STRATEGIES FOR BRANDING
website. The reversed signature should be positioned in the right hand, scale into large size.
THAI AIRWAYS
4.0 APPLICATION
STRATEGIES FOR BRANDING
4.3
This is an example of a boarding pass. In this example, the vertical signature should be positioned in the upper right hand corner. The boarding time, gate, seat and class
BOARDING PASS
should be highlighted by bolder and larger. Back of the ticket should be identity orange solide color.
boarding pass Passenger
Flight
Date
JOHN DOE
1AF2235
02/09/17
LAX
Seat
Class
Gate
05
Boarding Time
01:00
BOARDING ENDS 20 MIN BEFORE DEPARTURE E-TKT 555213434830774
27A
D
JFK
LAX
JFK
Passenger
Flight
JOHN DOE
1AF2235
Boarding Time
Seat
01:00
27A
THAI AIRWAYS
4.0 APPLICATION
4.4
This is an example of the Thai Airways water bottle.
The pattern should be posititoned in the upper and
The water should be offered in the VIP lounge and
bottom as a bar properly on the label. Signature should
during the flight. The pattern used on the water bottle
be placed in the middle of the label above the pure
should be specified in Section 1.5.
water.
WATER BOTTLE
STRATEGIES FOR BRANDING
THAI AIRWAYS
4.0 APPLICATION
4.5
This is an example of a snack packaging. This snack
The pattern should be posititoned on the bottom as a
should be offered in the VIP lounge and during the
bar properly. The signature should be placed on the top
flight. The pattern used on the water bottle should be
of the packaging.
SNACK
STRATEGIES FOR BRANDING
specified in Section 1.5.
THAI AIRWAYS
4.0 APPLICATION
4.6
This is an example of the Thai Airways paper cup. The
Using the pattern of the identity as a graphic element
water should be offered in the VIP lounge and during
is only an option and should not become the rule when
the flight. The pattern used on the paper cup should be
producing materials. When used as a graphic element,
specified in Section 1.7.
the symbol has no clear space requirements.
PAPER CUP
STRATEGIES FOR BRANDING
THAI AIRWAYS
4.0 APPLICATION
STRATEGIES FOR BRANDING
THAI AIRWAYS
4.0 APPLICATION
4.7
This is an example of a airplane meal. In this example,
AIRPLANE MEAL
STRATEGIES FOR BRANDING
The pattern used on the meal box should be specified in Section 1.5, positioned in the top and bottom. Signature and meal information should be placed in the middle.
THAI AIRWAYS
4.0 APPLICATION
4.8
This is an example of a tote bag. The pattern used on
TOTE BAG
STRATEGIES FOR BRANDING
the tote bag should be specified in Section 1.5. The pattern should be positioned in the bottom of the bag. The signature should be placed above the patter, in the middle of the tote bag.
THAI AIRWAYS
4.0 APPLICATION
4.9
This is an example of a airplane seat. In this example, the
FIRST CLASS SEAT
STRATEGIES FOR BRANDING
primary color, orange should be used on the seat. The Thai Airways signature reversed should be placed on the top of the seat. No pattern needed.
THAI AIRWAYS
4.0 APPLICATION
4.10
This is an example of the Thai Airways pollow. The
Using the pattern of the identity as a graphic element
pillow should be offered in the VIP lounge and during
is only an option and should not become the rule when
the flight. The pattern used on the pillow should
producing materials. When used as a graphic element,
be specified in Section 1.7.
the symbol has no clear space requirements.
PILLOW
STRATEGIES FOR BRANDING
THAI AIRWAYS
4.0 APPLICATION
4.11
This is an example of a airport billboard. In this example,
VAN
STRATEGIES FOR BRANDING
the size of Thailand’s image should fit the full size of the billboard. The reversed horizontalsignature should be positioned in the upper left hand cornor.
THAI AIRWAYS
4.0 APPLICATION
4.12
This is an example of a mobile app. In this example,
MOBILE APP
STRATEGIES FOR BRANDING
the Thai Airways signature reversed should be positioned in the middle of the frame. Backgound should be applied gradient effect which shows below.
THAI AIRWAYS
4.0 APPLICATION
4.13
This is an example of a airport billboard. In this example,
AIRPORT BILLBOARD
STRATEGIES FOR BRANDING
the size of Thailand’s image should fit the full size of the billboard. The reversed horizontalsignature should be positioned in the upper left hand cornor.
THAI AIRWAYS
4.14 AIRPORT BILLBOARD
4.0 APPLICATION
STRATEGIES FOR BRANDING
This is an example of a airport billboard. In this
The website should be placed on the bottom left of the
example, the image should be positioned on the top of
billboard. The Thai Airways signature reversed from the
the billboard. Slogan of Thai Airways should be placed
orange should be placed on the bottom right cornor.
below it with typeface Bodoni.
THAI AIRWAYS
4.0 APPLICATION
4.15
This is an example of a airplane seat. In this example, the
AIRPLANE SEAT
STRATEGIES FOR BRANDING
primary color, orange should be used on the seat. The Thai Airways signature reversed should be placed on the top of the seat. No pattern needed.
THAI AIRWAYS
4.0 APPLICATION
STRATEGIES FOR BRANDING
THAI AIRWAYS
4.0 APPLICATION
4.16
This is an example of a airport counter. In this example,
AIRPORT COUNTER
STRATEGIES FOR BRANDING
the Thai Airways signature reversed should be positioned on the left and right panel. This is the only pattern can be placed on the panel in the bottom.
THAI AIRWAYS
4.0 APPLICATION
STRATEGIES FOR BRANDING
Thai Airways Headquaters 89 Vibhavadi Rangsit Road Bangkok 10900, Thailand T. 650 430 5822 E. Thairways@gmail.com