Final Refinements Branding Guideline – Kerch

Graphic Standards Manual

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PRESIDENT LETTER When our kids were young, they introduced the term “sustainability” to my wife and me. They were learning about it at school and, over dinner, they starting asking us what we were doing to make the world more sustainable. I couldn’t help but bristle a bit at the question because, while we were enduring this little pep talk, the lights in their bedrooms were burning brightly, despite our many pleas for them to turn them off.

But...they had a point. If you think about it, “sustainability” is a great word to describe what we should all be trying to do...live our lives and run our businesses in a way that people, communities and the environment don’t run down, but get better and stronger. While I joke about it today, like many other lessons I learned from my kids, I am thankful to them for giving me a new way of thinking.

So what does sustainability mean for us at Alaska?

To me, it means running our business in way that benefits customers and improves their lives.

It means businesses flourish because we provide needed infrastructure for them. It means communities benefit, not only because we connect them to the world at large, but because we roll up our sleeves and invest in them at a grassroots level.

It means our employees are empowered with meaningful work and that they get to experience the joy of a job well done. (And by the way, when our company does well, they share in the rewards.)

And it means that our owners, who invest substantial sums of capital and assume significant risk, realize returns that are appropriate for their investment.

If you think about it, this is a tough challenge for a growing business like ours. Alaska added 20 new markets and 10 new cities to our network in 2015.

As we continue to grow, we need to find new ways to manage our impact on the planet, while at the same time taking good care of our people and our communities.

These efforts take a lot of work, and I want to thank the incredible people of Alaska for tackling them head on. After all, companies don’t get things done, people do. Our employees take great pride in taking care of our customers, our communities, our planet and our airline. With our employees leading the way and the leadership of this company standing firmly behind them, I believe we’ll become an even more sustainable business in the years ahead. And that should make all of our children happy.

Sincerely,

— Peter Ingram, President and CEO

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TABLE OF CONTENTS 1.0 BRAND SYSTEM

1.1 1.2 1.3 1.4 1.5 1.6 1.7 1.8 1.9 1.10

Previous Brand Edition Current Brand Edition Logo Variation Logo Sizing Color Palette Clear Space Centered Version Horizontal Version Unauthorized Usage Horizontal Unauthorized Usage Vertical

2.0 TYPOGRAPHY

2.1 2.2

Primary Typeface Secondary Typeface

3.0 STATIONERY

3.1 3.2 3.3 3.4 3.5

Stationery System Letterhead Business Card Business Letter Mailing Label

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4.0 APPLICATIONS

4.1 4.2 4.3 4.4 4.5 4.6 4.7 4.8 4.9 4.10 4.11 4.12 4.13 4.14

Aircraft Fleet Shuttle Bus Boarding Screen Aircraft Interior Luggage Tag Luggage Billboard Advertisement Boarding Pass Uniforms Travel Accesories Pillow/Blanket Personnel Protection Mask Website // Apps Corporate Signage

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1.0 BRAND SYSTEM 1.1 1.2 1.3 1.4 1.5 1.6 1.7 1.8 1.9 1.10

Previous Brand Edition Current Brand Edition Logo Variation Logo Sizing Color Palette Clear Space Centered Version Horizontal Version Unauthorized Usage Horizontal Unauthorized Usage Vertical

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1.1 PREVIOUS BRAND Our new livery embodies a stronger, more contem-

our place as Hawaii’s airline and underscores the

porary representation of Hawaiian Airlines’ culture

commitment our employees make every day to

of service and hospitality, which is the bedrock of

provide our guests with a gracious and genuine

our guest experience,” said president and CEO Mark

island welcome.

Dunkerley, who unveiled the new brand design at Honolulu International Airport during a special employee event on Lei Day, a statewide annual celebration of Hawaiian culture. “It acknowledges

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1.2 CURRENT BRAND Native Hawaiians have a powerful spiritual connection

animal such as a shark, turtle, owl or for some

to all forms of life. According to their traditions, the

families, the kohola (whale). It is said that aumakua

islands, the skies above, the vast oceans, plants and

appeared in dreams and visions.

animals were created by their gods, forming a bond of life between the people and their environment.

The closeness between native Hawaiians and the natural world is especially strong with family aumakua, deified ancestors who could take the form of an

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1.3 LOGO VARIATION One way is vertical and the other is horizontal.

skinnier in width such as a water bottle, screens,

Horizontal usage is widely for envelopes, tubs, and

homepages on applications. These are just some

can be on a vertical layout. The vertical usage is

of the things that are applicable but this logo works

known for the actual logo and airlines. The horizontal

on many items as it has two orientations.

logo is used for things that have a much more longer and horizontal body rather than the vertical layout which is too long on some things. The vertical however is better usage on items that are taller and

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1.4 LOGO SIZING The biggest size that works well is 3” and as we go

completely lost and is not easy to see. Once it does

down .5” is the smallest it can go as the lines in the

get smaller it is harder to even read what it is, and

icon start to dissapear and blend into one shape.

that is why .5” is the smallest it can go visually on

The logo is better bigger because there is a lot of

paper or printed.

detail within the logo of the whale itself. It is easy to see on applications such as the airplane and the shuttle bus. However, the logo can only get so small, because once it gets too small, that detail gets

3”

1”

2.5”

.5”

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1.5 COLOR PALETTE For the rejuvenated Hawaiian Airlines, we decided to stick with the colors. We thought it wouldn’t be as recognizable without these colors. We tried doing monochromatic blues, monochromatic magenta and sticking with one color but non of those colors were working. Sticking with the color palette already in use work together harmoniously.

Pantone: 268C C:94

M:97

Pantone: 2104C Y:14

K:4

C:29

M:99

Y:21

R:82 G:48 B:144

R:65 G:54 B:145

HEX: 523090

HEX: 413691

Pantone: 233C

Pantone: 248C

C:90

M:94

Y:17

K:5

C:5

M:91

Y:87

R:210 G:5 B:138

R:157 G:23 B:141

HEX: d2058a

HEX: 9d178d

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K:1

K:0

1.6 CLEAR SPACE The charts below depict the spacing in between each icon and how much clear space there should be around the logo. The width of the margins is double the space between the two words in the logotype.

2x

2x

2x

2x

2x

2x

2x

2x

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1.7 CENTERED BRAND VERSIONS There aren’t many ways to use these logos in different

A. Full color

colors rather the ones that are listed below. These

B. Reversed Out Purple

contain the same color palette from the previous

C. Black and White

page and it should only stay that way. If to use

D. Reversed Out Black

another color it will not only not look good but it

E. Single Color Magenta

would completely pull away from the brand systems

F. Reversed Out Magenta

itself and not cohesively work.

A.

B.

AIRLINES

AIRLINES

C.

D.

AIRLINES

F.

E.

AIRLINES

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1.8 HORIZONTAL BRAND VERSIONS A. Full color B. Reversed Out Purple C. Black and White D. Reversed Out Black E. Single Color Magenta F. Reversed Out Magenta

A.

B.

C.

D.

E.

F.

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1.9 UNAUTHORIZED USAGE HORIZONTAL DO NOT use other colors than the ones shown in 1.6.

DO NOT cover the logo

DO NOT manipulate the sizing of the icons

DO NOT add a drop shadow

DO NOT modify the opacity of the logo

DO NOT show smaller than the minimum size.

DO NOT rotate the logo

DO NOT overlap the icons

A.

F.

B.

G.

C.

H.

D.

I.

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1.10 UNAUTHORIZED USAGE VERTICAL DO NOT use other colors than the ones shown in 1.6.

DO NOT cover the logo

DO NOT manipulate the sizing of the icons

DO NOT add a drop shadow

DO NOT modify the opacity of the logo

DO NOT show smaller than the minimum size.

DO NOT rotate the logo

DO NOT overlap the icons

A.

F.

B.

G.

C.

H.

D.

I.

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2.0 TYPOGRAPHY 2.1 2.2

Primary Typeface Secondary Typeface

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2.1 PRIMARY TYPEFACE This typeface is very similar to the typeface Hawaiian Airlines had previsously and the detail standing out to me was the what the “W” is put together and how it is unique. We like to include unique fonts that aren’t something you see every day usage.

Aa Aa

Cocogoose – Medium – Logo

ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz

Cocogoose – Extra Bold – Logo

ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz

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2.2 SECONDARY TYPEFACE This typeface however is something that is seen and used everyday. The sans–serif and is widely known.

However, there are multiple typefaces that are made today and have their own unique character to it.

Aa Aa

Quasimoda – Light – Body Text

ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz

Roboto – Regular – Subheading

ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz

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3.0 STATIONERY 3.1 3.2 3.3 3.4 3.5

Stationery System Letterhead Business Card Business Letter Mailing Label

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3.1 STATIONERY SYSTEM

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3.2 LETTERHEAD Our letterhead is simple and straight to the point.

Not too much to look at and have the logo take over and give color. The features the horizontal logo on the front and the contact information above it. This is generally how all letterheads work thus giving the advantage of common audience knowledge.

11”

8.5”

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3.3 BUSINESS CARD Our business cards are simple and straight to the point. Not too much to look at and have the logo take over the business card and give color. The two–sided business card features the horizontal logo on the front and the contact information on the back side. This is generally how all business cards work thus giving the advantage of common audience knowledge.

Peter R. Ingram General Manager pingram@hawaiianairlines.com

0.25”

Hawaiian Airlines 3375 Koapaka St G-350 Honolulu, HI 96819 P: 1+ 850. 314. 4209 W: hawaiianairlines.com 0.25”

0.5”

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3.4 ENVELOPE The envelope has been designed to look clean across the top and clean type for address. The space of the logo and address are double the size on the resident address. This matches all the other items in the series and is universally used and design does not change for international addresses.

0.25”

0.5”

0.5”

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3.5 MAILING LABEL The label has been designed to look clean across the top and clean type for address. This matches all the other items in the series but is also a little different to the envelope and is universally used, our design does not change for international.

0.25”

0.5”

0.5”

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4.0 APPLICATIONS 4.1 4.2 4.3 4.4 4.5 4.6 4.7 4.8 4.9 4.10 4.11 4.12 4.13 4.14

Aircraft Fleet Shuttle Bus Boarding Screen Aircraft Interior Luggage Tag Luggage Billboard Advertisement Boarding Pass Uniforms Travel Accesories Pillow/Blanket Personnel Protection Mask Website // Apps Corporate Signage

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4.1 AIRCRAFT FLEET Boeing B717s are at the heart of Hawaiian Airlines’

The entire fleet underwent a complete interior

fast and frequent Neighbor Island service. As a

makeover in 2015, with sleeker lines, brand new

group, they complete over 160 takeoffs and landings

seats, solid-aluminum tray tables, and a refreshed

every day! You might be surprised to learn that

color palette. We’re now working on our exterior

all those flights are made by only 20 planes, but our

design and you’ll begin seeing our B717s with our

B717-200s are built specifically for short range

new look beginning in 2017.

and high frequency.

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4.1 AIRCRAFT FLEET As you zip between Islands, you may not spend very

cross-section and nose with two underwing turbo-

long in the B717, but you’ll love its reliability and

fans. Envisioned in 1964, the initial 737-100 made its

turnaround. It’s all about getting you out there fast-

first flight in April 1967 and entered service in

er! The Boeing B717-200 seats up to 128 passengers.

February 1968 with Lufthansa.

The Boeing 737 is a narrow-body airliner produced

by Boeing at its Renton Factory in Washington.

Developed to supplement the Boeing 727 on short and thin routes, the twinjet retains the 707 fuselage

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4.2 SHUTTLE BUS Shuttle buses are important to our transportation

An airport bus, or airport shuttle bus or airport

from and to the airport and give the most adver-

shuttle is a bus used to transport people to and

tisement possible. Our shuttle bus is different from

from, or within airports. These vehicles will usually

the aircraft but use the same color and logo combi-

be equipped with larger luggage space, and incor-

nations. The gradient goes from purple to magenta

porate special branding. They are also commonly

and a light texture of water ripples. The whales

painted with bright colours to stand out among

swimming together give a sense of family, love and

other airport vehicles and to be easily seen by the

warmth from Hawaii.

crews of taxiing aircraft.

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4.2 SHUTTLE BUS Shuttle buses are important to our transportation

Airport buses have been in use since the 1960s,

from and to the airport and give the most adver-

when nationalised operator British European

tisement possible. Our shuttle bus is different from

Airways employed the archetypal London red AEC

the aircraft but use the same color and logo combi-

Routemaster buses in a blue and white livery with

nations. The gradient goes from purple to magenta

luggage trailers on service to Heathrow Airport. Bus

and a light texture of water ripples. The whales

transport within an airport may take the following

swimming together give a sense of family, love and

forms, and be operated by the airport owner, an

warmth from Hawaii.

airline, or a contractor to either.

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4.3 BOARDING SCREEN

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4.4 AIRCRAFT INTERIOR

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4.5 LUGGAGE TAG

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4.6 LUGGAGE

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4.7 BILLBOARD ADVERTISEMENT

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4.8 BOARDING PASS

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4.9 UNIFORMS

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4.10 TRAVEL ACCESSORIES

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4.11 PILLOW/BLANKET

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4.12 PERSONNEL PROTECTION MASK

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4.13 WEBSITE // APPS Our social media webistes and app is more for

Pualani has always been our beacon of Hawaiian

regular customers, for people who want/need to

hospitality. While her appearance has changed

make a flight, it is easily accessible. Seeing this option

throughout the years, she remains a promise to our

right when you open the home page you are wel-

guests that we offer something no other airline can,

comes with a “Fly With Us” statement and a beauti-

the warmth, care and generosity that are hallmarks

ful picture in the background. To surround this

of our Hawaiian culture. Now, more than ever, our

we have the beautiful colors of the logo playing a

commitment to elevated service continues to be

role in the website.

our competitive edge.

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4.13 WEBSITE // APPS From faster check-in, to real-time notifications, you’ll

Boarding passes automatically update if there’s a

enjoy the convenience of traveling with us, all in

change. Receive up-to-the-minute notifications to

the palm of your hands. Start your day of travel with

keep you informed if your gate or flight time chang-

easier, faster check-in. Your upcoming trips will be

es. Get turn-by-turn walking directions to your gate

readily available to manage and check-in on-the–go.

or baggage claim. Need help? Chat with us via the

Get easy access to your mobile boarding pass

convenient in-app chat feature and get help and

within the app or simply add your boarding pass

answers to your questions when you need it.

to Apple Wallet (iPhone only). No printing needed!

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4.14 CORPORATE SIGNAGE

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