Kylar Ware Identity Systems Fall 2017 Professor Steven Skaggs
PIPER AIRCRAFTS
Visual Identity Guidelines
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“Nobody who has not been up in the sky on a glorious morning can possibly imagine the way a pilot feels in free heaven.” — William T. Piper
CONTENTS WHO WE ARE
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1.1 Our History. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 10 1.2 Our Motto . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 12
IDENTITY
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2.1 Brand Position . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 16 2.2 Logos. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 20 2.3 Typefaces . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 30 2.4 Colors . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 34 2.5 Photography . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 36
APPLICATION
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3.1 Stationery . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 44 3.2 Buildings . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 48 3.3 Aircrafts . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 52 3.4 Website . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 54
ADVERTISING
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4.1 Advertising . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 58 4.2 Merchandise. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 66
ONE
E
WHO WE ARE Section 1
Piper Aircrafts
Brand Guidelines
1.1 OUR HISTORY “...an airplane people would find easy to buy and easy to fly.”
When William T. Piper bought out The Taylor Brother’s Aircraft Corporation, his goal was to keep his prices low. He wanted an airplane people would find easy to buy and easy to fly. After receiving its license for manufacture from the U.S. Department of Commerce in 1931, the E-2 Cub was Piper’s first step in his quest. With the price at $1,325, he had his low-cost, easy-to-fly airplane, and the world had a synonym for light airplanes. By 1937, the Cub’s squared angles were rounded out and the J-3 model became the primary trainer, military workhorse, and light airplane that changed the course of private flying.
Section 1: Who We Are
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Piper Aircrafts
Brand Guidelines
1.2 OUR MOTTO Since Piper’s founding in 1937, our company has been dedicated to manufacturing the safest and most affordable planes for general aviation. Mr. Piper had a dream that everyone would have the opportunity to fly, and 130,000 aircrafts later, his dream lives on. With our emphasis on tradition and our dedication to customer service, Piper is the leader in general aviation.
Section 1: Who We Are
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TWO
O
IDENTITY Section 2
Piper Aircrafts
Brand Guidelines
2.1 BRAND POSITION The Piper brand is committed to remembering its humble beginnings in order to retain the family friendly traditions that the world has come to know and love. This nostalgia, however, does not mean that the company will be left in the dust. The brand also emphasizes Piper’s innovative qualities, launching the company into the future.
Section 2: Identity
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Piper Aircrafts
Brand Guidelines
2.2 LOGOS PRIMARY LOGO
Piper earned fame from the yellow cubs that took over the sky. The rebrand takes it’s cues from that success and references the structure of those very planes. The brand’s primary logo is a simplified front view of the Piper Cub. The mark is stacked on top of the logo type, creating a strong cohesive unit. Just as the J-3’s angles were rounded off, there are no sharp edges to the mark, lending it a friendly feel consistent with the brand’s motto.
Section 2: Identity
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Piper Aircrafts
Brand Guidelines
2.2 LOGOS LOGO FAMILY
While the primary logo should be used the most often, there are occasions where a different organization of the elements is necessary. To solve these issues, there are two alternate logos, as well as the ability to use the emblem detached from the logotype.
A.
A horizontal alternative to the primary, vertically oriented logo has been designed.
Section 2: Identity
B.
In some cases, when the Piper brand is
C.
In some cases, ie. corporate documents,
known, it is acceptable to use the emblem
the logotype requires more presence
separate from the logotype to identify
than the emblem. For these purposes an
the brand.
alternate stacked arrangement has been provided.
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Piper Aircrafts
Brand Guidelines
2.2 LOGOS ACCEPTED COLORS
The primary logo, as well as any others from the Piper logo family, should only be reproduced in one of the 4 approved brand colors, or when necessary for printing purposes, black.
Section 2: Identity
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Piper Aircrafts
Brand Guidelines
2.2 LOGOS
MINIMUM CLEAR SPACE In order to keep other elements from interfering with the logo’s integrity, we have set some guidelines for the minimum amount of clear space for each logo in the family. For the primary logo, as well as the horizontal alternate, and the emblem (A, B, C) the wheel of the plane may be used as a guideline for the minimum amount of clear space. For the corporate logo (D) the height of the “A” may be used as a guide.
Section 2: Identity
A
B
C
D
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Piper Aircrafts
Brand Guidelines
2.2 LOGOS MISUSE
The Piper logo family has been carefully designed and therefore should not be altered in ways other than those approved.
Never outline the logo
Never individually color elements of the logo
Section 2: Identity
Never add a drop shadow to the logo
Never add effects to
Never add a gradient to
the logo such as
the logo
bevel/emboss, outer glow, etc.
Never stretch or
Never tilt the logo or
Never add elements to
misshape the logo
it’s individual elements
the logo
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Piper Aircrafts
Brand Guidelines
2.3 TYPEFACES HALIS ROUNDED
The primary typeface for the brand is Halis Rounded. With it’s strong geometrics and slightly rounded edges, Halis Rounded was the perfect choice to pair with the Piper Emblem. The rounded edges warm up what would normally be a cold geometric san serif. Halis is the typeface used for the brand’s logotype, and should be used for large text such as headlines, headings, and subheadings, but only in the all caps format.
Section 2: Identity
HALIS REGULAR
ABCDEFGHIJKLMNOPQRSTUVWXYZ 1 2 3 4 5 6 7 8 9 0 ! @ # $ % ^ & * ( ) ? / : ;
HALIS MEDIUM
ABCDEFGHIJKLMNOPQRSTUVWXYZ 1 2 3 4 5 6 7 8 9 0 ! @ # $ % ^ & * ( ) ? / : ;
HALIS BOLD
ABCDEFGHIJKLMNOPQRSTUVWXYZ 1 2 3 4 5 6 7 8 9 0 ! @ # $ % ^ & * ( ) ? / : ;
HALIS BLACK
ABCDEFGHIJKLMNOPQRSTUVWXYZ 1 2 3 4 5 6 7 8 9 0 ! @ # $ % ^ & * ( ) ? / : ;
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Piper Aircrafts
Brand Guidelines
2.3 TYPEFACES GOTHAM
The secondary typeface for the brand is Gotham. A secondary typeface that is easily legible for body copy, yet still emphasizes the company’s modernity was necessary, and Gotham is the perfect choice. Gotham should be used where it is impractical to use Halis, such as body copy and areas with smaller text. Its tall x-height allows it to be used at a very low point size and still retain its legibility.
Section 2: Identity
GOTHAM LIGHT
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1 2 3 4 5 6 7 8 9 0 ! @ # $ % ^ & * ( ) ? / : ;
GOTHAM BOOK
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 12 3 4 5 6 7 8 9 0 ! @ # $ % ^ & *( ) ? /:;
GOTHAM MEDIUM
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 12 3 4 5 6 78 9 0 ! @ # $ % ^& *( ) ? /:;
GOTHAM BOLD
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 12 3 4 5 6 7 8 9 0 !@ # $ % ^ & *()? /:;
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Piper Aircrafts
Brand Guidelines
2.4 COLORS Our primary brand color, Piper Yellow, was inspired by Piper’s iconic airplanes. We have paired it with a navy blue and plenty of white space. In order to retain the friendly feel of the brand, utilizing full black should be avoided. Therefore, a deep gray has been provided for things requiring a higher contrast, such as text. Piper Yellow should never be tinted. When used as an overlay, it should be set to “multiply”, not made transparent. Aviation Blue is the only color in the Piper color palette that should be tinted or used at a lowered opacity.
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Section 2: Identity
PIPER YELLOW
CLOUD WHITE
AVIATION BLUE
DEEP GRAY
CMYK: 0 | 20 | 100 | 2
CMYK: 0 | 0 | 0 | 0
CMYK: 91 | 82 | 45 | 46
CMYK: 0 | 0 | 0 | 95
RGB: 249 | 198 | 6
RGB: 0 | 0 | 0
RGB: 32 | 41 | 69
RGB: 51 | 49 | 50
HEX: F9C506
HEX: FFFFFF
HEX: 202945
HEX: 323132
PMS: 533 C
PMS: 179-15 C
PMS: 7406 CP
Piper Aircrafts
Brand Guidelines
2.5 PHOTOGRAPHY LIFESTYLE
The photography used for all digital and advertising materials should reflect the virtues of the brand. Photographs should be high quality, and should convey the family friendly values Piper continuously strives to maintain. Our brand utilizes high contrast photos with a lot of light. This conveys the wholesome qualities of our company. In order to make our brand stand apart from other private aircraft manufacturers/ Piper’s goal is to make private aviation more accessible, so photography should emphasize this. When people are shown, it should be in a way that does not feel overly glamorous. Subjects may be facing the camera, or candid, but should look happy and comfortable in either situation.
Section 2: Identity
INCORRECT USAGE
CORRECT USAGE
This photo does not appeal to the correct
This photo coveys the level of wholesomeness that
audience. It is too glamorous and too posed.
Piper strives for.
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Piper Aircrafts
Brand Guidelines
2.5 PHOTOGRAPHY AIRCRAFTS
When featuring Piper’s aircrafts, high contrast, bright photography should still be utilized. When showing planes on the ground, avoid overly cluttered backgrounds, in order to emphasize the plane itself. When featuring planes flying, do not use photos with stormy skies, or ominous clouds.
Section 2: Identity
INCORRECT USAGE
CORRECT USAGE
This photo is poorly lit, and does not convey the
The clear background in this photo emphasizes
happiness and warmth the brand aims to achieve.
the Piper aircraft, and the clear blue sky evokes feelings of happiness and is symbolic of a perfect day for a flight.
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THRE
EE
APPLICATION
Section 3
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Piper Aircrafts
Brand Guidelines
3.1 STATIONERY The Piper letterhead is set on standard A4 paper. The corporate version of the logo has been used in order to prioritize the logotype over the emblem. The sender’s information is located in the left column, adjacent to the receiver’s information and body copy. The body of the stationary is set in Gotham in the appropriate size and leading.
Section 3: Applications
ADDRESS:
August 24, 2017
2926 Piper Drive Vero Beach, FL 32960 USA
PHONE:
Peter Sherman 2319 Aircraft Way Open Skies, California, 21208
ADDRESS: 2926 Piper Drive
772-567-4361
Vero Beach, FL 32960 USA
EMAIL:
Dear Mr. Sherman,
sales@piper.com
PHONE: 772-567-4361
We want to congratulate you on your recent purchase of the new Piper M500. Equipped with the latest in Garmin safety technology, we want you to know that your safety is our priority. You have been a loyal customer for over 30 years. If there is anything we can do to continue making your Piper experience a positive one, feel free to reach out to us. If, for any reason we have fallen short of your expectations, please let us know. We will do our absolute best to resolve any issues to make sure that you are entirely satisfied with your new Piper Aircraft. In addition, we hope you enjoy our superior customer service at our numerous support centers located all over the country. We look forward to continuing our business with you, Happy flying from all of us here at Piper,
Amelia Earhart Amelia Earhart Customer Service Representative
EMAIL: sales@piper.com
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Piper Aircrafts
Brand Guidelines
3.1 STATIONERY MAILING ENVELOPE/LABEL
Envelope 4 1/8 Inches
2926 Piper Drive Vero Beach, FL 32960 USA
Envelope 9 1/2 Inches
Section 3: Applications
BUSINESS CARD Business Card (front) 2 Inches (actual size)
SIMON CALDECOTT
CHIEF EXECUTIVE OFFICER 2926 Piper Drive Vero Beach, FL 32960 USA (772) 567-4361 sales@piper.com
Business Card (back) 3.5 Inches (actual size)
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Piper Aircrafts
Brand Guidelines
3.2 BUILDINGS CORPORATE INTERIORS
Corporate interiors utilize the Piper brand colors and elements as accents and for use in way-finding.
Section 3: Applications
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Piper Aircrafts
Brand Guidelines
3.3 AIRCRAFTS PIPER CUBS
The Piper Cubs, as well as the other aircrafts, are branded with the company logo.
Section 3: Applications
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Piper Aircrafts
Brand Guidelines
3.4 WEBSITE The Piper website should display information in a clear, easy to navigate fashion, while also achieving a high level of visual appeal.
Section 3: Applications
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FOUR
R
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ADVERTISING
Section 4
Piper Aircrafts
Brand Guidelines
4.1 ADVERTISING Piper’s advertising centers upon family values and upholding the traditions set forth by Mr. Piper himself. In keeping with brand standards, the photography is to evoke a feeling of warmth, sentimentality, and trust.
Section 4: Advertising
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Piper Aircrafts
Brand Guidelines
4.1 ADVERTISING PRINT
Print advertisements should utilize an attention grabbing headline. The body copy should enhance and elaborate on the headline, while the photos speak to the message of the campaign. The Piper logo should appear on the advertisement, while other elements of the brand may be used to further speak to the brand.
CONTINUE THE
TRADITION
Here at Piper we continue to
Piper could provide everyone
honor the traditions set by
with that freedom. His Piper
the very first Piper Cub built
cubs were built to be safe,
in 1937. Mr. Piper felt that
cost effective, and easy to
everyone should have the
fly. 80 years later his dream
opportunity to fly, and that
lives on.
CONTINUE THE
TRADITION
Here at Piper we continue to
Piper could provide everyone
honor the traditions set by
with that freedom. His Piper
the very first Piper Cub built
cubs were built to be safe,
in 1937. Mr. Piper felt that
cost effective, and easy to
everyone should have the
fly. 80 years later his dream
opportunity to fly, and that
lives on.
Section 4: Advertising
61
Piper Aircrafts
Brand Guidelines
4.1 ADVERTISING OUTDOOR
Outdoor advertising, such as billboards, and bus shelters, should link directly to the current print campaign. Headlines and photos should work together to tell a story, and the Piper logo must appear.
Section 4: Advertising
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Piper Aircrafts
Brand Guidelines
4.1 ADVERTISING DIGITAL
Due to their smaller size, digital advertisements utilize the “Easy to Buy, Easy to Fly” tag line. This allows the advertisements to get critical information across to the audience quickly, without the need for smaller body copy to help make an impact. Each digital ad also includes a call to action prompting the viewer to learn more about the opportunities Piper has to offer.
Section 4: Advertising
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Piper Aircrafts
Brand Guidelines
4.2 MERCHANDISE We are happy to offer an entire line of Piper merchandise for sale online at Piper.com or in any of our authorized retailers.
Section 4: Advertising
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