Thai Airway Visual Identity

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