GRAPHIC STANDARDS MANUAL ALL NIPPON AIRLINE // VERSION 1.0 // JULY 2020
INTRODUCE FROM CEO The following guidelines show how to use the basic principles of the revised All Nippon Airline identity. The identity comprises a very simple kit of parts which, used together, form holistic relationships. It will help to form the distinctive visual expression of the All Nippon Airline brand. The document outlines the components, their structure and their relationships which will help you to apply the All Nippon Airline brand consistently across all of the international network. Every detail of the All Nippon Airline brand identity has been created to ensure that it is expressive of the brand and its values. The refreshed identity is designed to meet
the future challenges of a competitive airline business, and to connect naturally with our customers. Building on our strong heritage the refreshed identity provides a robust and flexible graphic platform, providing a simple, seamless and consistent look and feel at all our stations around the world. Please use this brand guideline to apply our look and feel to a variety of channels, all with goal of consistency in mind. We ask that you embrace this guide’s values; become familiar with it; help us protect our beloved brand. By using All Nippon Airline’s visual identity elements consistently, we present a unified front to communicate to the world who we are and what we stand for. Thank you for sharing your story with our customers, our communities, and our ANA family each and every day.
Shinya Katanozaka CEO of All Nippon Airline
TABLE OF CONTENTS
TABLE OF CONTENTS
INTRODUCTION
1.0
// BRAND LOGO
1.1
Brand Identifier
1.2
Logo Color Variations
1.3
Clear Space
1.4
Scale & Minimum Size
1.5
Brand Prefix
1.6
Incorrect Usage
ALL NIPPON AIRLINE // GRAPHIC STANDARDS MANUAL
2.0
// TYPOGRAPHY
3.0
// APPLICATIONS
2.1
Typography Usage
3.1
Stationery System
2.2
Display Typography
3.2
Stationery System Dimension
2.3
Brand Colors
3.3
Airplane Graphic
2.4
Photography
3.4
Delivery Van Graphic
2.5
Color Usage
3.5
Uniform
3.6
ID Badge
3.7
Boarding Pass
3.8
Bag Tag
3.9
Wingspan Magazine
3.10
Stand Guide Sign
3.11
Luggage Car
3.12
Display Screen
3.13
Electronic Boarding Pass
3.14
Credit Card
3.15
Indoor Billboard
3.16
Outdoor Billboard
1.0
// BRAND LOGO
1.1
Brand Identifier
1.2
Logo Color Variations
1.3
Clear Space
1.4
Scale & Minimum Size
1.5
Incorrect Usage
01 // BRAND LOGO
1.1 PREVIOUS EDITION The previous edition of our brand was trying to use waves and blue to represent the God of Wind. This is to bless every flight to be safe for our loyal customers. The previous edition has been used for twenty years.
Previous Edition
We are providing our new professional logo design which is based on the previous edition with big changes to make the brand more powerful.
ALL NIPPON AIRLINE // GRAPHIC STANDARDS MANUAL
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1.1 PRESENT EDITION "Safe, Modern, and Variation" is the main concept for our new brand logo edition. Each character has it owns angle; it represents our brand offering you many choices when you are planning to fly.
Present Edition
The main color of the logo is blue, which represents integrity professionalism, trust, and loyalty
01 // BRAND LOGO
1.2
LOGO COLOR VARIATIONS
The preferred identifier is to be used on all possible brand applications and communication. The black and white options provided maybe used in the black and white background. Cannot be used in other situations.
Only apply approved brand colors to our identifier. Please reference the section in this manual for brand color codes and specifications.
Colored Combination
Colored Identifier
Black and White Identifier
Reversed Black and White Identifier
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ALL NIPPON AIRLINE // GRAPHIC STANDARDS MANUAL
1.3
CLEAR SPACE
Always abide by the rules of clear space when using the identifier. It is important that no other visual elements interfere with the identifier's clear space so the brand identifier is clearly visible on all applications.
Whenever you use the logo, the logo should be surrounded with ample clear space to ensure its visibility and impact. No graphic elements of any kind should invade this zone.
Clear Space
X
X
X
X
01 // BRAND LOGO
1.4
SCALE & MINIMUM SIZE
The brand identifier should never be too small to red. The set minimum size for our logo is 1.0''. The other small sizes are shown here as a point of reference. Always use the 1.0" references provided
below when applying the brand identifier in the smallest sizes according to the media you plan to work in.
Logo Display // 4"
Logo Display // 2"
Logo Display // 1"
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ALL NIPPON AIRLINE // GRAPHIC STANDARDS MANUAL
1.5
BRAND PREFIX
The brand prefix creates a distinctive and consistent treatment across all brand communications. It creates structure, rationale and most important gives us an ability to communicate from the brand.
The prefix unites a variety of brand components, products, and sub-brands but primarily it links narrative and communicative messages to the brand mark itself creating opportunities for warmer connectivity for the brand.
MILEAGE PLUS
MILEAGE CLUB
01 // BRAND LOGO
1.6
INCORRECT USAGE
The examples shown opposite should be used as a guide for selecting the correct graphic for your background. When applying our logo to photographic background always attempt to place the
logo in an area minimum clutter. Avoid busy or heavily textured backgrounds. The legibility of text must always be achieved so ensure a good contrast between text and background it sits upon.
1
2
3
4
5
6
7
8
9
ALL NIPPON AIRLINE
1. Do Not: Change the scale of any part. 2. Do Not: Apply a gradient on the logo. 3. Do Not: Apply a drop shadow to the logo. 4. Do Not: Outline the logo. 5. Do Not: Change the color of the logo.
6.Do Not: Remove any elements of the logo. 7. Do Not: Change the font. 8. Do Not: Condense the logo. 9. Do Not: Place the lockup on busy backgrounds.
15
ALL NIPPON AIRLINE // GRAPHIC STANDARDS MANUAL
1.6
INCORRECT USAGE
Our logo must be applied consistently to preserve its legibility and identity. The logo must not be altered in any way. Use only the preferred identifiers or
1
variations specified logo throughout this guide. This means it is prohibited to do any of the following treatment logo.
2
3
4
5
6
7
8
9
Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed
1. Do Not : Add copy to the logo lockup. 2. Do Not: Reposition the type or graphic 3. Do Not: Skew or rotate the logo. 4. Do Not: Change the color of graphic 5. Do Not: Use opacity
6. Do Not: Place the logo on a similar color 7. Do Not: Place on unspecified color. 8. Do Not: Change the shape of the logo. 9. Do Not: Place the logo in holding shapes..
01 // BRAND LOGO
2.0
// TYPOGRAPHY
2.1
Typeface
2.2
Hierarchy
2.3
Brand Colors
2.4
Photography
02 // TYPOGRAPHY
2.1
TYPOGRAPHY USAGE
Typefaces help express brand personality and perform specific functions. The consistent use of the same typefaces and typographic treatments allows our audiences to recognize brand exhibit materials and communications.
There are specific guidelines for use of each type weight.
Bold // Trade Gothic Next LT Pro
Aa
Aa Bb Cc Dd Ee Ff Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq RrSs Tt Uu Vv Ww Xx Yy Zz 1234567890
Regular // Trade Gothic Next LT Pro
Aa
Aa Bb Cc Dd Ee Ff Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq RrSs Tt Uu Vv Ww Xx Yy Zz 1234567890
Book // Avenir Next
Aa
Aa Bb Cc Dd Ee Ff Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq RrSs Tt Uu Vv Ww Xx Yy Zz 1234567890
ALL NIPPON AIRLINE // GRAPHIC STANDARDS MANUAL
2.2
19
TYPOGRAPHY USAGE
Hierarchy of type aids the audience in understanding the importance of information, as well as provides a visual point of entry to the text. Follow the examples below when applying headers, subheads and body text.
Legibility and ease of use by the viewer are our primary concern, so please read our recommendations carefully.
HEADLINE TRADE GOTHIC
Trade Gothic Bold is used for any form of primary headline, call out, or display phrases. It is ideal for a single sentence and strong statements.
SUBHEAD TRADE GOTHIC
Trade Gothic Condensed is used for subhead lines and longer call out statements. If there is a longer statement used to attract attention. Trade Gothic should be as it’s easy to read and does not take up too much spaces.
Body Avenir Next
Avenir is used for longer bodies of text and paragraphs.
02 // TYPOGRAPHY
2.3
BRAND COLOR
In order to implement consistent yet diverse material for the brand, a primary and secondary palette has been chosen for use in the our development of all media, including the website.
The brand colors are inspired by the existing colors that are now in use by the All Nippon Airline
Primary Colors
PANTONE 7685 C HEX #2C5697 CMYK 90 66 0 0
RGB 44 86 151
PANTONE 4150 C HEX #517DB9
CMYK 70 43 0 0
RGB 81 125 185
PANTONE 417 C
HEX #656665C CMYK 62 51 54 23 RGB 95 99 97
ALL NIPPON AIRLINE // GRAPHIC STANDARDS MANUAL
2.3
21
SECONDARY COLORS
Secondary colors are used in different applications to add variety and diversity. A gradation can also be used in situations when a solid color isn't enough for adding flair or interest to the design.
Secondary Colors
PANTONE 2166 C
HEX #5887728B CMYK 67 40 20 16 RGB 87 114 139
PANTONE 656 C
PANTONE 642 C
HEX #DDE5ED CMYK 10 2 0 0
HEX #d3dbeb CMYK 15 9 2 0
RGB 211 229 237
RGB 211 219 235
02 // TYPOGRAPHY
2.3 INTERNAL PHOTOGRAPHY This images provided in this section are the standard of our image color treatment. Use the images below as references when applying color to photography.
The visual language of our images is consistent, as we use blue tone photography that is relevant a d appropriate to the brand. Our images only edited by using primary colors.
ALL NIPPON AIRLINE // GRAPHIC STANDARDS MANUAL
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3.0
// APPLICATIONS USAGE
3.1
Stationery System
3.2
Stationery System Dimension
3.3
Aircraft
3.4
Delivery Van
3.5
Uniform
3.6
ID Badge
3.7
Boarding Pass
3.8
Bag Tag
3.9
Wingspan Magazine
3.10
Stand Guide Sign
3.11
Luggage Car
3.12
Display Screen
3.13
Electronic Boarding Pass
3.14
Credit Card
3.15
Indoor Billboard
3.16
Outdoor Billboard
03 // APPLICATION
3.1
STATIONERY SYSTEM
ALL NIPPON AIRLINE // GRAPHIC STANDARDS MANUAL
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03 // APPLICATION
Letter 8.5" x 11.0"
1''
1.2''
April 9th, 2020 Mette Storm 1408 California Street San Francisco, CA 94109 Dear Mr. Mette Manager:
Sincerely,
Gary Kelly Chairmain, President & CEO
ALL NIPPON AIRLINE 21250 Hawthorne Blvd, Torrance, CA 90503 800.235.9262 www.ana.japan/en/us
1.28''
0.75''
ALL NIPPON AIRLINE // GRAPHIC STANDARDS MANUAL
3.2
29
STATIONERY SYSTEM DIMENSIONS
This page provides specs of laying out our business system. Please use this page as a guide on all stationery.
Body coy is set to 10pt. with 12pt. leading. Address is set to 9pt. with 8pt. leading. The logo is nearly centered in the left margin.
#10 Envelope 4.125" x 9.5" 0.68''
Mr. Mette Storm
0.7''
14808 California Street, San Francisco, CA 94109
0.72''
Business Card 3.5" x 2.0"
JERRY HALL
1.8''
General Manager Jhall@anaairlines.com All Nippon Airline
21250 Hawthorne Blvd, Torrance, CA 90503 800.235.9262 www.ana.japan/en/us
0.72''
03 // APPLICATION
3.3
AIRCRAFT
ALL NIPPON AIRLINE // GRAPHIC STANDARDS MANUAL
3.3
AIRCRAFT
31
03 // APPLICATION
3.4
DELIVERY VAN
ALL NIPPON AIRLINE // GRAPHIC STANDARDS MANUAL
3.5
UNIFORM
33
03 // APPLICATION
3.6
ID BADGE
ALL NIPPON AIRLINE // GRAPHIC STANDARDS MANUAL
3.7
BOARDING PASS
35
03 // APPLICATION
3.8
BAG TAG
ALL NIPPON AIRLINE // GRAPHIC STANDARDS MANUAL
3.9
WINGSPAN MAGAZINE
37
03 // APPLICATION
3.10
STAND GUIDE SIGN
ALL NIPPON AIRLINE // GRAPHIC STANDARDS MANUAL
3.10
LUGGAGE CAR
39
03 // APPLICATION
3.12
DISPLAY SCREEN
ALL NIPPON AIRLINE // GRAPHIC STANDARDS MANUAL
3.13
ELECTRONIC TICKET
41
03 // APPLICATION
3.14
CREDIT CARD
ALL NIPPON AIRLINE // GRAPHIC STANDARDS MANUAL
3.15
WEBSITE
43
03 // APPLICATION
3.15
INDOOR BILLBOARDS
ALL NIPPON AIRLINE // GRAPHIC STANDARDS MANUAL
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Copyright Š 2020 All Nippon Airline All Rights Reserved. No parts of this publication may be reproduced, stored in retrieval system, or transmitted in any form by any means electronic, mechanical, photocopying, recording or otherwise without the permission of the copy right holder.
03 // APPLICATION