Re branding Air India (The Brand Manual)

B R A N D

M A N U A L

about logo form proportions usage colors typography stationary

CONTENTS

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about ir India is the flag carrier airline of India . It is the Third largest airlines in India after Indigo and Jet Airways in the domestic market share.Air India is owned by The Government of India. It nurtures an Age-old Goodwill that has still kept it alive in the interests of the rescue operators.

On 2nd August, 1990, when Iraq invaded Kuwait for almost 59 days, 488 Air India commercial flights flew into the war zone area, and carried 1,70,000 Indians back home.Air India has earned its place in the Guinness Book of World Records for executing a massive operation which is still regarded as the largest and the most successful evacuation ever carried out by any country in history.

Air India’s vision is to be among the top five Asian airlines in terms of Yield,Profitability, Productivity, Size and Quality. Their mission is to Focus on customer satisfaction,Grow with emphasis on sustained profitability,Provide exciting and satisfying work environment to retain and develop employees committed to Corporate Vision Focus on social responsibility environment & community.

Air India is present in nearly 19 countries It covers 50 destinations in India and 31 destinations world wide This brand Identity was developed to differentiate the brand from competition and to provide the foundation for consistent application of Air India as a brand across all media. Consistantely expressing the visual identity and brand personality builds brand awareness.Creating a visual charm to the brand which is important for greater respect and popularity of the brand.

1

logo form The Logo The Air India logo is based on Air India’s vision to be among the top five Asian airlines. Air India is the flag carrier of India. The logo communicates the tagline of the company “Your place in the sky” at the same time, The logo comprises of a contemporary stylized version of a strong but elegant peacock which justifies our place in the sky in the form of our National bird itself.The head of the peacock is inspired by the petals of India’s National flower lotus.The shape of the peacock is derived by Air India’s old logo.

Your place in the sky

2

proportions

The symbol and type are seperated by a distance “x”.

The type extends to a distance “x” from the right bottom side of the symbol “A”.The entire logo should exceed the type by a distance “x” from the left of the type and by 5x from the right.This is the preferred formation for the logo.

x

5x

x

Distance referance The base line “x” of the empty triangle in the symbol “A” is taken as the distance referance.

x

Your place in the sky

3

2x

Clear spacing 2x

2x

The clear space is defined as “2x”. where the base line “x” of the emty triangle in the symbol “A” is taken as the distance referance.

x

Your place in the sky 2x

Font The font used in the logo is Trajan Pro regular. It provides an elegant look to the brand.

Trajan Pro

Your place in the sky

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usage

Your place in the sky

Your place in the sky

Your place in the sky

Your place in the sky

5

Minimum Size of the Logo without tag line The Minimum size of the logo without the tag line is 2.8cm in width and 4.8 in height.If the logo is scaled to any measurement below the mentioned measurements unwanted errors will occur in the spacing as well as look of the logo.

1.3 inches

Your place in the sky

6

color The colors used in the logo represents nature and elegance at the same time.Black and white and green backgrounds are the prefered set

Green CMYK RGB Web safe RGB

83 20 59 3 6 148 127 53 -39 1

Black CMYK RGB Web safe RGB

100 0 0

100 100 100 0 2 0 -1

White CMYK RGB Web safe RGB

0 0 0 0 255 255 255 100 0 0

7

Your place in the sky

Your place in the sky

Your place in the sky

8

color scheme

Primary colors green and Black should be visible on the brand.

These are the colors used when more than 2 colors are required.

These are the other colors that may be used when there are many colors.

9

Typography Trajan Pro Trajan pro is a serif font which consists of capital letters alone.Its simple but grant look is exactly what the brand speaks for itself.

abcdefghijklm opqrstuvwxyz 0123456789 10

stationary

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