Azul Airlines Brand Guide

BRAND PROPOSAL

Table of Contents

04

14

Introduction

The Identity

Who We Are

Logomark and Typography

08

24

The Challenge

Color Palette

How Can We Stand Out?

New Color Palette

10

28

Research

Details

The Beauty of Brazil

Iconography and Patterns

12

34

Our Mission

Applications

Brand Position

The Complete Brand System

INTRODUCTION

Who We Are Azul Airlines is one of the leading low-cost Brazilian carriers.

The airline is based out of Barueri, a suburb of São Paulo, and was founded in 2008. Azul flies to domestic destinations all over Brazil and also includes international services to the United States, Portugal, Argentina, and more. Azul believes in bringing affordable airline service to everyone in the country. The airline is in need of a re-brand to connect with Brazil’s culture and fundamental values. We want the brand to reflect the colorful and lively country.

4 | Azul

Introduction | 5

INTRODUCTION

A Few Words About Us

6 | Azul

Friendly Multicultural Unique Affordable Colorful Welcoming Introduction | 7

INTRODUCTION

The Challenge Azul Airlines current identity is struggling to capture the essence of Brazil. With the rise of competition airlines within the country, our brand must stand out amongst the competition, and represent Brazil as the ultimate tourist destination. Azul wishes to better embody these values through their messaging and branding to create a purposeful in-flight experience for our passengers.

8 | Azul

RESEARCH

The Beauty of Brazil Azul Airlines caters to an audience of many different people around South America. The vibrant land includes beautiful beaches, tropical forests, and diverse festivals. Brazilians are known for their positive, outgoing attitudes and friendliness.

We were inspired by the cultural landmarks and gorgeous scenery that Brazil has to offer. Brazilians celebrate their culture through music, carnivals, street art, and food. We are proud of Brazil’s rich culture, and want our brand to represent that.

10 | Azul

RESEARCH

Mission Statement

12 | Azul

Our mission is to create a brand identity that evokes a friendly and welcoming feeling unique to Brazil. The brand visuals need to be easily recognizable and authentic. The identity has to harmonize with the vibrant culture and people. We want our passengers to feel at home with us. Azul Airlines is made for Brazilians, by Brazilians.

Research | 13

IDENTITY

A New Look The new logo is inspired by Brazilian street art and Latin American typography. The rounded letters create a sense of friendliness along with the stacked letters that represent playfulness. The word-mark is hand vectored and inspired by different typefaces and graffiti art. The shape of the A is rotated to create the U to give the logo balance. The word-mark is legible when scaled down, as well as when scaled up on the side of the livery.

14 | Azul

LOGO IN COLOR

Identity | 15

B&W LOGO MARK

KNOCKOUT LOGO MARK

Identity | 17

IDENTITY

Logo Grid The logo was created by starting with a sans-serif typeface and manipulating the strokes and width. We created the rounded A and U to fit the brand look and the Z was extended under the U. The stacked lettering is very popular in Latin American design and we wanted our brand to represent that.

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Identity | 21

TYPOGRAPHY

Cera Pro Cera Pro is a rounded, geometric typeface distilled from basic shapes to bring simplicity, elegance and a certain warmth to the brand. Combining Cera Pro with the hand-made word-mark creates a friendly and approachable feeling. This typeface works great as a title, subhead, and body.

22 | Azul

Aa

Thin Light Regular Medium Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789?!@$:;,.

PRIMARY COLORS

Our Color Palette Our name may be Azul, but we did not let that limit our color palette. Brazil is rich in vibrant and bright colors. The color palette symbolizes the landscapes and the Brazilian culture. From the lush jungles of the Amazon, to the vast beaches along the coast.

These swatches support each other for a balanced color scheme throughout our brand identity.

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Azul

#162863 C100% M94% Y16% K23% R22 G40 B99

Ocean

Gold

#52c6d8

#f2c853

C60% M0% Y15% K0%

C5% M20% Y79% K0%

R82 G198 B216

R242 G200 B83

Coral

Seafoam

#ef7373

#00a79d

C1% M69% Y46% K0%

C80% M10% Y45% K0%

R239 G115 B115

R0 G167 B157

COLOR INSPIRATION

Azul This shade of blue is the classic Azul color. It is used as the primary color for the logo. Inspired by the dark blue feathers of the tropical birds.

Ocean The lighter shade of blue is inspired by the beautiful oceans surrounding the country. The beaches are one of Brazil’s main tourist attractions.

Gold Brazil is known for being a leading gold producer in South America. The yellow/gold shade is used as a secondary color to accent the brand.

Coral Brazil’s oceans are home to dynamic coral reefs.

The shade offers a sense of warmth to the brand and harmonizes well with the other colors.

Seafoam The seafoam shade is inspired by the Amazon Rainforest. The jungles contain vibrant colors that we want reflected in our new brand.

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DETAILS

Graphic Elements The pattern elements are dervived from the hand-drawn A and U in the word-mark. The shape can be utilized in various marketing strategies including advertisments, patterns, and the plane wrap.

The pattern is inspired by shapes found in nature, such as the Amazon River and Iguazu Falls. The shape is instantly recognizable as an extension of our mark, and demands attention.

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COME EXPLORE

THE ADVENTURES

THE FESTIVALS

FLY WITH US

AIRPLANE WRAP

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Applications | 33

BOARDING PASS

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Applications | 35

BRAND APPLICATIONS

Stationary Azul’s stationary is lively and playful, effectively representing our brand values in print form. The business cards are each different combinations of two colors from our color palette. The letterhead and envelopes use a portion of the pattern running along the end in the signature blue colors.

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BUSINESS CARDS

STATIONERY

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Applications | 39

BRAND APPLICATIONS

Digital Media and Advertisments Azul’s media and web presence uses the same visuals through color, pattern, and language. The website and mobile app are meant to be clean, simple, and easy to navigate. The magazine and billboard advertisments are illustrations representing Brazil using our signature pattern and colors.

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MOBILE APP

Applications | 41

WEBSITE

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Applications | 43

MAGAZINE ADVERTISEMENTS

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Applications | 45 43

MAGAZINE ADVERTISEMENTS

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Applications | 47

BILLBOARD ADVERTISEMENT

LUGGAGE TAGS

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SICKNESS BAGS

Applications | 51

AIRPORT INTERIOR

JILLIAN COELHO Massachusetts College of Art and Design Spring 2020