Alitalia Airlines Graphic Identity Guide
Contents
A. Introduction
A 1
A 2
B 1
B. Signature
Symbol
B 2
Primary Signature grid, clear space, minimum size
B 3
Second Configuration grid, clear space, minimum size
Third Configuration grid, clear space, minimum size Alitalia Color
B 5 B 7 B 9
Reversed Color
B 11
Value Chart
B 12
Secondary Graphic Element
B 13
Incorrect Usage
B 15
C. Typography
C 1
Typography I
C 2
Typography II
C 3
D. Stationery System
D 1
Letterhead
D 3
Business Card
D 5
Envelope E. Application
D 6
E 1
Poster Grid
E 2
Poster Series I
E 3
Poster Series II
E 7
Website
E 11
Boarding Pass
E 13
Baggage Tag
E 14
Alitalia Uniform
E 15
Alitalia Exterior Alitalia Interior
E 16 E 17
a1 Introduction
A. Introduction Alitalia — Company Aerea Italiana S.p.A.(Italian for Alitalia - Italian Air Company), is an Italian airline. It has bought some assets of Alitalia - Linee Aeree Italiane S.p.A. (which is in special administration and liquidation, BIT: AZA10). Headquartered in Rome, it operates services to 24 domestic and 66 international destinations. Alitalia is the world’s 19th largest passenger airline by fleet size. The airline’s hub is Leonardo da Vinci-Fiumicino Airport, Rome. Although Malpensa International Airport, Milan was one of Alitalia’s hubs, it has been downgraded to a focus city with the transition completed by April 2008, leaving Rome as the airline’s only hub. January 13 is an important date on the calendar for Italian air travel: the new national airline takes to the air. From January 13 Air One and Alitalia will merge their networks, fleets and organizational, commercial and administrative structures. The integration of the two Italian airlines is a new beginning for Alitalia. Above all else, this means an improvement in the organization of the network, with 70 national and international destinations, more than 2,300 weekly flights, and six important airport hubs: Rome Fiumicino, Milan, Turin, Venice, Naples and Catania. This organizational model will ensure faster connections from the Italian provinces to Europe and the rest of the world. Furthermore, coverage will be guaranteed to the rest of the country with 23 national destinations. Alitalia further guarantees a large number of both international and intercontinental
flights: with 47 destinations in Europe and around the world, along with comfortable connecting flights to national destinations. In addition, with the arrival of the new summer season, the network will be further enhanced with the successive opening of new destinations. Another of Alitalia’s strong point will be its flight times, specifically studied to satisfy the needs of their customers, this means that it will often be possible to have a same day return flight to the main national and European cities. The new national airline will be characterized by the renovation of the fleet which will now include more modern airplanes which are more environmentally friendly and ensure a better flight experience. The New Alitalia A new Alitalia will take to the skies From January 13 is an important date on the calendar for Italian air travel: the new national airline takes to the air. From January 13 Air One and Alitalia will merge their networks, fleets and organizational, commercial and administrative structures. The integration of the two Italian airlines is a new beginning for Alitalia. Above all else, this means an improvement in the organization of the network, with 70 national and international destinations, more than 2,300 weekly flights, and six important airport hubs: Rome Fiumicino, Milan, Turin, Venice, Naples and Catania. This organizational model will ensure faster connections from the Italian provinces to Europe and the rest of the world. Furthermore, cover coverage will be guaranteed to the rest of the country with
a2 Introduction
23 national destinations. Alitalia further guarantees a large number of both international and intercontinental flights: with 47 destinations in Europe and around the world, along with comfortable connecting flights to national destinations. In addition, with the arrival of the new summer season, the network will be further enhanced with the successive opening of new destinations. Another of Alitalia’s strong point will be its flight times, specifically studied to satisfy the needs of their customers, this means that it will often be possible to have a same day return flight to the main national and European cities. The new national airline will be characterized by the renovation of the fleet which will now include more modern airplanes which are more environmentally friendly and ensure a better flight experience. The new Alitalia is the result of a private business venture whose goal is to improve the quality of the services offered and focus more attention on customer needs, secure in the knowledge that these elements are essential for the development of both business and companies. These objectives will symbolize the new national airline, objective of making passengers central to the company’s development strategy. The commitment to guarantee quality services both on the ground and in-flight will ensure a typically Italian style trip characterized by excellence. Alitalia takes to the skies with the objective of becoming the number one airline in Italy, as well as an international player.
b1 Signature
B. Signature At the core of the Alitalia Airline is the identity system. And the cornerstone of the identity is the Alitalia signature, our logo. This guide will help you to implement the signature correctly and ensure that Alitalia realizes the greatest value from our brand. The signature is the single strongest visual element in our identity system; therefore, it must be applied consistently and correctly in every application to effectively build awareness in our service mark. By following the signature use guidelines and applying the basic color and typographic principles described in this booklet, every application of the Alitalia signature and supportive design elements will convey the optimum Alitalia image in a clear recognizable manner. The information contained in this guide should be shared with all Alitalia employees, outside vendors and suppliers in all areas who are responsible for using the Alitalia signature in communication materials.
b2 Symbol
file_logo1_eps
Symbol The Alitalia logo is the primary visual expression used to identify all of the components of our platform. Our signature is a unique expression of our brand identity and is comprised of two element; the Alitalia symbol and logotype. These elements work in unison to reflect the evolution our platform and the vision we have for its future.
B3 Primary Signature
file_logo2_eps
Primary Signature Together, the symbol and logotype communicate our values and principles. For this reason it is not encouraged to separate the two elements. However, if you lack space, such as on small promotion items or badges, you can use Alitalia symbol on its own. Before doing this, please speak to the branding term in the Strategic Communications Group for advice. The logo consists of the Alitalia symbol and Alitalia logotype as shown.
All elements have been specially drawn and should not be altered in any way. Please only use it from artwork provided by the branding team in the Strategic Communications Group. No other logo(s) should be developed within the Alitalia. By maintaining the integrity and exclusivity of the Alitalia logo, the Alitalia identity will not be compromised in any way. The logo can only be used once within any page layout.
b4 Grid and Clear Space
a.
x = 1/2 symbol
b.
x
x
c. 30 mm 10 mm 10 mm
18 mm
A. Grid
C. Minimum Size
B. Minimum Clear Space
Print: Reproduce the logo at 300 dpi using vector artwork to avoid pixilation. The minimum size is 38mm wide, including clearspace. Interactive: The minimum size is 38 pixels wide, including clear space.
An exclusion zone matching the height of the one door figure of symbol (x) to ensure it stands out. Please leave this space free from text, graphics and images. When using the Alitalia symbol on its own, this must remain the same.
30mm x 10mm
B5 Second Configuration
file_logo3_eps
Second Configuration Signature Second configuration signature is the preferred for print application, such as posters and brochures.
B6 Second Configuration Grid and Clear Space
a.
x = 1/2 symbol
b.
x
x
c.
8 mm
13 mm
24mm 30 mm
A. Grid
C. Minimum Size
B. Minimum Clear Space
Print: Reproduce the logo at 300 dpi using vector artwork to avoid pixilation. The minimum size is 38mm wide, including clearspace. Interactive: The minimum size is 38 pixels wide, including clear space.
An exclusion zone matching the height of the one door figure of symbol (x) to ensure it stands out. Please leave this space free from text, graphics and images. When using the Alitalia symbol on its own, this must remain the same.
30mm x 13mm
B7 Third Configuration
file_logo4_eps
Third Configuration Signature Third configuration signature is the other version of horizontal alignment with full naming Alitalia.
B8 Third Configuration Grid and Clear Space
a.
x = 1/2 symbol
b.
x
x
c.
9 mm
13.5 mm
15 mm
A. Grid
C. Minimum Size
B. Minimum Clear Space
Print: Reproduce the logo at 300 dpi using vector artwork to avoid pixilation. The minimum size is 38mm wide, including clearspace. Interactive: The minimum size is 38 pixels wide, including clear space.
An exclusion zone matching the height of the one door figure of symbol (x) to ensure it stands out. Please leave this space free from text, graphics and images. When using the Alitalia symbol on its own, this must remain the same.
15mm x 13.5mm
B9 Alitalia Color
Alitalia Blue
Alitalia White
Alitalia Gray
cmyk
c 100 m 100 y 100 k 100
cmyk
c 0 m 0 y 0 k 44
cmyk
c 0 m 0 y 0 k 80
RGB
R0 G0 B0
RGB
R 158 G 161 B 163
RGB
R 85 G 85 B 85
Pantone DS 184-1 U
Pantone 325-2 U
Pantone DS 196-1 U
A.
Alitalia Colors
A. Color
The Alitalia logo is made up of two colors: gray and blue. Use current edition of PANTONE color matching guides. The colors printed here are represent only and not true to the specifications. Guidance on how to use each color is available under the section “Color palette� page.
Whenever possible, please reproduce the logo in Alitalia 4 colors with gray logotype and on a white background as this will ensure that our corporate colors are visible.
b10 Alitalia Color
Alitalia Black
Alitalia Gray
cmyk
c 100 m 100 y 100 k 100
cmyk
c 0 m 0 y 0 k 80
RGB
R0 G0 B0
RGB
R 85 G 85 B 85
Pantone DS 329-1 U
Pantone DS 325-2 U
B.
C.
file_logo5 _eps
file_logo6 _eps
B. Mono
C. Grayscale
Where you have print or technical restrictions and need to reproduce the logo as a single color, ensure it is 100% black.
Where you have print or technical restrictions and need to reproduce the logo as a grayscale version.
b11 Alitalia Reversed Color
A.
b.
file_logo7_eps
file_logo8_eps
Alternative Logos
A. Reversed Alitalia logo on Alitalia Blue background.
The standard version of the Alitalia logo is always the preferred version for all media: CMYK, RGB, PMS. If this is not possible, a negative version or a mono version should be used. When the Logo needs to on a colored background, the logo can be reversed out of its background in white. Whenever possible, use the Alitalia blue background as this will ensure, that our primary corporate color is represented. If this is not possible, reversed logo out of black.
B. Reversed Alitalia logo on Alitalia Black background.
B12 Alitalia Value Chart
C.
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
C. Value Chart The value chart is used for Alitalia advertisements and posters. The black version of Alitalia logo should be used with 30% to 50% gray background. Also, the logo should be changed to the pure white version with an 80% and 90% gray background. The original color of the Alitalia logo is applied to the 10%, 20%, 60%, 70% range of the grayscale. On pure black background, the Alitalia blue should be brighter than the original one so that it ensures visibility.
b13 Secondary Graphic Elements
A.
B.
file_logo7_eps
Graphic Element
A. Graphic Element I
Patterns have been created for the Alitalia design system. These patterns can be used as safety patterns for checks, forms or envelop interiors. They may also be used as background texture in printed materials such as brochures, or in promotional items like shirts or caps. This pattern was derived from the Alitalia signature.
The colors coded outline of the Alitalia Symbol. The lines of the Alitalia color key. B. Graphic Element II The color coded linear repetition of the Alitalia symbol.
B14 Reversed Secondary Graphic Elements
c.
D.
C. Reversed Graphic Element I Reversed Pattern A on the background of Alitalia color key.
D. Reversed Graphic Element II
b15 Incorrect Usage
A.
b.
e.
f.
Incorrect Usage A. Do not change the direction of symbol. B. Do not outline the symbol. C. Do not allow the symbol to appear in unapproved colours. D. Do not transpose the approved color scheme.
E. Do not allow the symbol to become distorted due to improper scaling. F. Do not alter or typeset the logotype. G. Do not create patterns with the symbol. H. Do not add graphic effects to the symbol.
B16 Incorrect Usage
c.
d.
g.
h.
c1 Typography
C. Typography The typefaces listed here are approved for use as the support typography for advertising, marketing, publications, signage, etc. They have been chosen for their compatibility with the Alitalia. All weights, (regular, bold) and versions (condensed, expanded, italic) may be used. The consistent use of these recommended fonts will help establish typography as a recognizable Alitalia identification element while reinforcing a unified family appearance among communication materials. In situations where the recommended fonts may not be available, Arial and Times Roman may be used as substitutes. On stationery and office forms, Baskervile is the primary font. Baskervile should be used for headlines and titles, and also on print pieces such as brochures and letterhead.
c2 Typography I
a.
Robert, Peterson General Manager 350 Fifth Avenue, Suite 770
b.
New York, NY 10118 P 212-841-7300 F 212-587-0989
Baskerville 18 pt.
a bcde fgh i j k l m nop qr st u v w x y z abcdefgh ijk l mnopqr st uv w x y z 12 3 4 5 6 78 9 0 , ; : /( ) “ ”@ ? ! Baskerville Italic 18 pt.
a bcdef ghi jk l m nopqr st u v w xyz a b c d e f g h i j k l m n o p q r s t u v w x yz 12 34 5 6 78 9 0 , ; :/( )“ ” @ ? !
Typography I Baskerville should be used for stationery system: letterhead, envelop, and business card. On stationery and office forms, Baskervile is the primary font. Baskerville should be used for headline and titles, and on print pieces such as brochure and letterhead.
A. Baskerville Regular B. Baskerville Italic
c3 Typography II
a.
New Alitalia Destinations.
B.
Daily Non-Stop Flight From Malpensa Airport To Los Angeles.
C.
D.
Typography II The consistent use of these recommended fonts will help establish typography as a recognizable Alitalia identification element while reinforcing a unified family appearance among communication materials. On poster and advertisement, DIN is the primary font. Din should be used for headlines and titles.
A. Din Light B. Din Regular C. Din Bold D. Din Italic
Alitalia the wings of Italy Flying with the New Alitalia
c4 Typography II
Din Light 18 pt
a bcdefghijklmnopqrstu v w x y z abcdefghijklmnopqr stuv w x y z 12 3 4 5 67 8 9 0 , ;: / ( ) “ ” @ ? ! Din Regular 18 pt.
abcdefghi j k l m nop q rstuvw x y z abcdefghijklmnopqrstuv w x y z 12 3 4 5 67 8 9 0 , ; : / ( ) “ ” @ ? ! Din Italic 18 pt.
abcdefghijklmnopqrstuv w x y z abcdefghijklmnopqrstuv w x y z 12 3 4 5 67 8 9 0 ,;: / ( ) “ ” @ ?! Din Bold 18 pt.
abcdefg h i j k lmn o p q rstuv w x y z abcdefghijklmnopqrstuv w x yz 12 3 4 5 67 8 9 0 , ; : / ( ) “ ” @ ? !
d1 Stationery System
D. Stationery System Letterhead, envelopes and business cards work together to project a consistent and recognizable image in our daily correspondence. All stationery is ordered centrally to ensure consistency. Electronic templates are available for personalizing and formatting the content of letters, memos and faxes.
d2 Stationery System
d3 Letterhead
d.
e.
f.
g.
a.
b. Alitalia Airline Inc Maintenance Planning
c.
Alitalia, New York
350 Fifth Avenue, Suite 370 New York, NY 10118
March, 27 2009
Letterhead All general letterhead should follow the layout shown above. The position of the signature and address information is always consistent. Personalized letterhead with department names and centers of excellence are on the following page.
a. 9.5mm b. 5.0mm c. 17.0mm d. 11.0mm e. 5.0mm f.
6.0mm
g. 58.0mm
Phone Fax Web
212-841-7300 212-587-0989 alitalia.it
d4 Letterhead
d.
a.
b. c.
Second Page Letterhead
e.
d5 Business Card
A.
a.
b.
c.
d.
e.
f.
Robert, Peterson General Manager
Alitalia, New York 350 Fifth Avenue, Suite 370 New York, NY 10118 p 212-841-7300 www.alitalia.it
B.
Business Card All business cards should follow the layout shown above. The position of the signature and address. Personalization information is always consistent. The information should be arranges in the line of Alitalia typography. Business cards may be ordered in two side card. One side should contain contract information (i.e. address lines, phone, fax, e-mail, cell phone etc.) and the original signature on the left top. On the other side, solid color of primary Alitalia blue.
Aa. 4.0mm Ab. 32.5mm Ac. 11.0mm Ad. 7.0mm Ae. 8.5mm Af. 9.0mm B. Solid color of primary Alitalia Blue.
d6 Envelope
C. a.
b.
Envelope All envelopes should follow the layout shown above. The position of the signature and address information is always consistently placed in the upper left corner as shown. Typing guidelines are shown in gray.
Ca. 4.5mm Cb. 6.0mm
e1 Application
E. Application The Poster introduces the new design of the Alitalia logo. Its purpose is to bring awareness to its new visual identity. To introduce Alitalia, all posters should follow the layout shown this page. The position of the signature is always consistent. The color of the signature should follow the value chart. The signature should be on the top right corner of the posters. The title and information of the destinations should be placed under the signature.
e2 Poster Grid
A.
B.
Poster Grid Poster should follow the layout shown above. The position of the signature is always consistently placed in the upper right corner as shown. This series of posters are for introducing the new Alitalia signature to public. Its purpose is to bring awareness to its new visual identity.
A. Logo Area B. Headline and Body Text
e3 Poster Series I
Poster Series I Poster should follow the layout shown above. The position of the signature is always consistently placed in the upper right corner as shown. This series of posters are for introducing the new Alitalia signature to public. Its purpose is to bring awareness to its new visual identity.
e4 Poster Series I
e5 Poster Series I
Poster Series I
e6 Poster Series I
e7 Poster Series II
Poster Series II This series of posters are for introducing the new Alitalia signature to public. Its purpose is to bring awareness to its new visual identity. To introduce Alitalia, all posters should follow the layout shown above. The background color should be always white. The position of the signature is always consistent. The full signature should be on the top right corner of the posters.
e8 Poster Series II
e9 Poster Series II
Poster Series II
e10 Poster Series II
e11 Website
Alitalia Website The new Alitalia is applied on website. In the middle of the website, not only the Alitalia motion piece is showing, but also the Alitalia programs are introducing.
e12 Website
e13 Boarding Pass
Boarding Pass
e14 Mobile Boarding Pass and Baggage tag
Mobile Boarding Pass Baggage Tag
e15 Alitalia Airplane
Alitalia Uniform
e16 Alitalia Uniform
Alitalia Exterior
e17 Airline Interior
A. Schoeller Fabric Pantone 273 U
A.I. Seat Textile
Kydex Pantone Cool Gray 2U
A.I. Seat Textile Pantone Cool Gray 10
Trimo Pantone Cool Gray 8U
Alitalia Interior A. Economy Class B. Business Class
e18 Airline Interior
B.
Schoeller Fabric Pantone 273 U A.I. Seat Textile
A.I. Seat Leather B Pantone Cool Gray 2U Kydex Pantone Cool Gray 10
Trimo Pantone Cool Gray 8U
e19 Alitalia Interior
Schoeller Fabric Pantone 273U
A.I. Seat Textile Alitalia Gray 1 on Alitalia Gray 2
Trimo Pantone Cool Gray 10U
A.I. Seat Leather B Pantone Cool Gray 2
A.I. Seat Leather A Pantone 273 U
A.I. Seat Leather C Alitalia Gray 1 on Alitalia Gray 2 pattern embossed
Kydex Pantone Cool Gray 2U
Color & Material
Š 2010 By Karen Ko Published in 2010 by Karen Ko t +1 213 265 5925 Karen-Ko.com K@karen-ko.com Art Center College of Design 1700 Lida Street, Pasadena California 91103, usa All rights reserved. No part of this publication may be reproduced transmitted in any form or by any means. Electronic or mechanical. Including photocopy, recording or any information storage and retrieval system, without prior permission in writing from the publisher. Book designed and produced by Karen Ko