CHINA AIRLINES
VISUAL IDENTITY AND BRAND GUIDELINES - 2018
CHINA AIRLINES
CHINA AIRLINES
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VISUAL IDENTITY AND BRAND MANUAL GUIDELINES
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LETTER FROM THE PRESIDENT Safety is CAL’s unshrikable responsibility and employees are our most valuable asset. As we are in a highly investing, risky, energy consumption, and competitive market, it is crucial issue for CAL to reduce environmental impact while creating business benefits and moving toward a sustainable future. As a leading carrier in Taiwan's aviation industry, CAL continued to create social value by increasing cooperation with organizations at home, abroad and participating in cultural diplomacy, social development, local practice, and sponsorship in international events, so as to form a positive cycle with our business model. This is the fifth release of CAL's Corporate Sustainability Report. This CS report is compiled in accordance with the core option of GRI Standards. Also we adopt true value to measure externalities generated from CAL's value chain and business activities. External costs and benefits are also quantified as a reference for business decision-making. Looking to the future, CAL will continuously strengthen aerospace maintenance and e-commerce form four pillars as passenger transport, freight transport, maintenance, and e-commerce. With integrated group’s resources and efforts to increase value for stakeholders and to lead the sustainable development of the aviation industry, further achieving prosperity in both the organization and society. We commit ourselves to provide a satisfactory flying experience, and to become a sustainable enterprise that is friendly to the environment and promotes the economic development of the society. Together, we make China Airlines the preferred airline in Taiwan.
Sincerely,
Mr. Hsieh Su-Chien The president
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VISUAL IDENTITY AND BRAND MANUAL GUIDELINES
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Brand Identifier
Table of Content
1.0 GRAPHIC IDENTIFIER
3.0 STATIONERY
1.1 1.2 1.3 1.4 1.5 1.6 1.7 1.8 1.9
3.1 3.2 3.3 3.4 3.5 3.6 3.7
Positioning Competition Previous Edition Current Identifier Identifier Colors Color Usage Clearspace & Minimum Size Unacceptable Usage Supporting Graphics
Complete System Letterhead Letterhead Detail Envelope Envelope Detail Business Card Mailing Laber
4.0 APPLICATIONS 2.0 TYPOGRAPHY 2.1 Main Typeface 2.2 Secondary Typeface 2.3 Typography Usage
4.1 4.2 4.3 4.4 4.5 4.6 4.7 4.8 4.9
Boeing A350-900 Uniform Economy Seats Billboard Hand Soap Pillow and Sleeping Mask Food and Drink Credit Card Mobile App
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1.0 Graphic Identifier
1.1 Positioning 1.2 Competition 1.3 Previous Edition 1.4 Current Edition 1.5 Color Usage 1.6 Identifier Colors 1.7 Clearspace & Minimum Size 1.8 Unacceptable Usage 1.9 Supporting Graphics
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Brand Identifier
1.1 Positioning
CHINA AIRLINES
China Airlines is the largest airline of Taiwan, whose official name is "Republic
China Airlines has three airline subsidiaries: China Airlines Cargo, a member
of China". It is headquartered in Taoyuan International Airport and operates
of Skyteam Cargo, manages its parent airline's cargo hold capacity; Mandarin
over 1400 flights weekly (including 91 pure cargo flights) to 102 cities across
Airlines operates flights to domestic and low-demand regional destinations;
Asia, Europe, North America and Oceania.
Tigerair Taiwan is a lowcost carrier established by China Airlines and Singaporean airline group Tigerair Holdings.
Carrying over 19 million passengers and 5700 tons of cargo in 2017, the carrier was the 33rd and 10th largest airline in the world in terms of passenger revenue per kilometer (RPK) and freight RPK, respectively.
Brand Identifier
1.2 Competition
Based in Taipei, Taiwan, China Airlines has many competitors in the passenger
China Airlines also faces indirect competition from codeshare carriers such
airlines market. However, there are not major direct competitors that have the
as Singapore Airlines and Asiana Airlines. Many of these companies focus
same record and high quality recognition.
on providing standard service for lower prices, whereas China Airlines strives to provide the highest quality at competitive prices. With a proven track
As the passenger airlines market is largely international, China Airlines faces
record and a reputation for innovative services, China Airlines has been named
numerous competitors. To name a few direct competitors for China Airlines are
one of the top ten international airlines. We continue improve and expand
EVA Air, Air China, China Eastern, Cathay Pacific, UNI Air, Tigerair, Mandarin
services, technology, and thus gain the trust of lasting China Airlines members.
Airlines, and China Southern Airlines.
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VISUAL IDENTITY AND BRAND MANUAL GUIDELINES
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Brand Identifier
1.3 Previous edition
Although China Airlines is a top ranked and highly respected airlines, its previous logo did not reflect the brand’s identity and reputation. The previous China Airlines logo, is an old logo used by the airlines in different ways. They used the plum blossom in pink ink as the logo and same time part of the famous flower in Taiwan.
Brand Identifier
1.4 Current Edition
CHINA AIRLINES
China Airlines, Distinguished by its good reputation, Technically advanced and reliable fleet, has evolved into a leading airlines brand preferred worldwide for its innovative approach to customer satisfaction. The new logo is not noly representative of China Airlines values, but also provides China Airlines with a brand identity lasting into the future.
The updated symbol is a combination of a Traditional Xiangyun pattern and the petals of the Taiwan plum blossom. Xiangyun means auspicious cloud, came from the Chinese traditional auspicious motifs, representing the meaning of harmony and auspice. The current logo identifier is modern and consistent.
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Brand Identifier
1.5 Color Usage
CHINA AIRLINES
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CHINA AIRLINES To establish a consitency for the new China Airlines identity, the following colors have been selected. The optimum way to present the new identity for China Airlines is in 2 colors, the symbol must always be in its signature pink color and the logo type should always be printed in dark blue. China Airlines supporting graphic, patterns-see section 1.12 should only be used in colors below. No other colors can be used as a substituation to brand.
Brand Identifier
1.6 Identifier Colors
LOGO SYMBOL COLORS
PANTONE : 238 U
PANTONE: 293 U
C : 14 M : 47 Y : 0 K : 0
C: 89 M: 67 Y: 8 K: 0
R : 237 G : 113 B : 190
R: 33 G: 90 B: 168
SECONDARY COLORS
PMS : #F2ECDB
PANTONE: 661 U
PANTONE: 7681 U
C : 6 M : 8 Y : 16 K : 0
C : 79 M : 61 Y : 13 K : 0
C : 44 M : 28 Y : 10 K : 0
R : 242 G : 236 B : 219
R : 70 G : 102 B : 169
R : 156 G : 174 B : 207
To be used effectively, China Airlines identifier should be used only in three different variations in all applications for the system. The primary use for China Airlines identifier is the three color system in natural black, pink and blue. When color printing prohibit this, it may be used in all black or reversed out to white, but only with blue and black color not the pink. The logo can appear in color illustration or photographic backgrouds, as long as the legibility and integrity of the logo are not diminished.
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Brand Identifier
1.7 Clearspace & Minimum Size
x
CHINA AIRLINES
x
CHINA AIRLINES 100 px
40 px
To the most effective, both treatments of China Airlines identifier should always
The minimum size of China Airlines identifier signatures should be reserved only
be surrounded by precisely minimum amount of clear space. This territory will
when the layout space is limited. Us the signature at a larger size whenever
set it off far distinctly from any other accompany copy, photography, illustrative
possible. For all China Airlines signatures, the minimum size may varies. Please
materials, and other graphic elements.
be advised to the chart below for more detailed information.
The recommendation minimum distance that define territory here are derived from the capital A from the China Airlines identifier shown on this page.
Brand Identifier
1.8 Unacceptable Usage 03
02
01
04
05
06
CHINA
CHINA AIRLINES 07
S 09
CHINA AIRLINES 12
11
10
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AIRLINE
08
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01. DO NOT change the color of the whole loge that is out of the provided
06. DO NOT violate the clear space.
color palette.
07. DO NOT add graidents to the logo.
02. DO NOT change the color of part of the logo that is out of the provided
08. DO NOT drop shadow the logo.
color palette.
09. DO NOT outline the logo.
03. DO NOT change the typeface of the logo.
10. DO NOT distort/ stretch brand mark.
04. DO NOT change the size of only part of the logo.
11. DO NOT add a stoke.
05. DO NOT stretch or rotate part of the logo.
12. DO NOT use a brush stroke.
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VISUAL IDENTITY AND BRAND MANUAL GUIDELINES
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Brand Identifier
1.9 Supporting Graphics
The supporting graphic element of China Airlines brand Identifier are designed reflecting our culture and people. The supporting graphic which were developed from repetition of logo mark can be used in the selected colors as stated on section 6, with 100 percent opacity of in and transparency depends on the surroundings.
Brand Identifier
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2.0 Typography
2.1 Main Typeface 2.2 Secondary Typeface 2.3 Display Typeface
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VISUAL IDENTITY AND BRAND MANUAL GUIDELINES
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Typography
2.1 Main Typeface
AKZIDENZ-GROTESK NEXT - REGULAR
ABCDEFGHIJKLMNOPQRSTUV WXYZ abcedfghijklmnopqrstuvwxyz 1234567890-!@#$%^&*(,:;)
AKZIDENZ-GROTESK NEXT - MEDIUM
ABCDEFGHIJKLMNOPQRSTUV WXYZ abcedfghijklmnopqrstuvwxyz 1234567890-!@#$%^&*(,:;)
FRUTIGER LT STD - LIGHT
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcedfghijklmnopqrstuvwxyz 1234567890-!@#$%^&*(,:;) As with our logo, consistent use of our corporate typefaces reinforces China Airlines brand identity. China Airlines relies heavily on type for visual aid within the system for our rebranding strategy. By using Source akzidenz-grotesk next and frutiger lt std in almost every situations, and elements where legibility matters, and emphasizing the important information.
Typography
2.2 Secondary Typeface
MR EAVES SAN OT - BOOK
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcedfghijklmnopqrstuvwxyz 1234567890-!@#$%^&*(,:;)
MR EAVES SAN OT - REGULAR
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcedfghijklmnopqrstuvwxyz 1234567890-!@#$%^&*(,:;)
MR EAVES SAN OT - BOLD
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcedfghijklmnopqrstuvwxyz 1234567890-!@#$%^&*(,:;) China Airlines logotype uses MR Eaves San OT in bold as our identity's logotype, to express out personality and culture within the organization. However, due to the safety and legibility of these typeface, this typeface would only been used as logo, but never for the body text, where it need extra clear legibility to the context.
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VISUAL IDENTITY AND BRAND MANUAL GUIDELINES
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Typography
2.1 Display Typeface
Above and the next page are examples of typography usage to the right demonstrate the correct and acceptable uses of our selected typeface. A consistent use of typography in accordÂance with standards in this manual establishes Kenya Airlines image's continually of quality and culture. The usage of the primary typography, Source san pro, has been used through out the boarding pass ticket, wheres the limitation usage of the secondary typeface, Nikaia, been mostly used for the big headings and grab attention elements.
Typography
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VISUAL IDENTITY AND BRAND MANUAL GUIDELINES
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3.0 Stationery
3.1 Complete System 3.2 Letterhead 3.3 Letterhead Detail 3.4 Envelope 3.5 Envelope Detail 3.6 Business Card 3.7 Mailing Laber
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St ationery
3.1 Complete System
Yuanxuan He
Customer Serv ice Manager
CHINA AIRLINES
No. 1, Hangzhan S. Rd, Dayuan Dist, Taoyuan City, 3375 8 T: (03) 399-8888 F: (03) 356-888 0 E: china-airlines@gmail.co m W: www.china-airlines.com
CHINA AIRLINES
No. 1, Hangzhan S. Rd, Dayuan Dist, Taoyuan City, 3375 8
The complete stationery system consist of business cards, letterheads, no.10 envelopes, and Crack & Peet mailing labets. This system has been designed to convey a clean and professional look.
BUSINESS CARD: 3.5 inches wide x 2 inches high. LETTERHEAD: 8.5 inches wide x 11 inches high. ENVELOPE: 9.25 inches wide x 4.125 inches high.
Measurements and information placement for each item are detailed in Section 3.2 through Section 3.5. Here are overall dimensions for each item:
MAILING LABEL: 6.25 inches wide x 4.125 inches high .
St ationery
CHINA AIRLINES
No. 1, Hangzhan S. Rd, Dayuan Dist, Taoyuan City, 33758 T: (03) 399-888 8 F: (03) 356-888 0 E: china-airlines@gmail.co m W: www.china-airlines.c om
23 July 201 7 Charles Mor row 205 E. 42nd St., 20th oor New York, NY 10017
Dear Mr. Charles,
We thank y ou for your ser vices rendered as Manager Flight/Gr ound Saf ety of Mihin Lanka which r ole you hav e per formed f rom the 1st of July 2013. Due to the present corpo rate requirement, with eff ect fr om 16th Februar y 2015 we will be entrusting all responsibilities of Flight/G round Saf ety of Mihin Lanka under the pur view of Manager Flight/Gr ound Sa fety & ERU of Srilankan Airlines. Whilst appreciating y our commitment to enhancing saf ety, we look f orward to y our continued suppo rt in maintaining the high standar ds of saf ety in our Airline.
Sincerely ,
Stephen Zhang China Airlines OfďŹ ce r
CHINA AIRLINES
No. 1, Hangzhan S. Rd, Dayuan Dist, Taoyuan City, 33758
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St ationery
3.2 Business Card
0.3"
0.3" 0.2"
Yuanxuan He
Customer Serv ice M anager
CHINA AIRLINES
No. 1, Hangzhan S. Rd, Dayuan Dist, Taoyuan City, 33758 T: (03) 399-8888 F: (03) 356-8880 E: china-airlines@gmail.co m W: www.china-airlines.com
The business card has been designed to convey a clean and professional look. This design can be adapted for use with personal information. Follow the measurements shown and the guidelines for information placement in this page. The overall size of the business card is 2 inches wide x 3.5 inches high.
St ationery
3.3 Mailing Label
0.4"
1.5"
0.8"
1.4"
0.6"
CHINA AIRLINES
No. 1, Hangzhan S. Rd, Dayuan Dist, Taoyuan City, 3375 8
The mailing label has been designed to convey a clean and professional look. This design can be adapted for use with personal information. Follow the measurements shown and the guidelines for information placement in this page. The overall size of the mailing label is 7.4 inches wide x 4 inches high.
1.5"
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VISUAL IDENTITY AND BRAND MANUAL GUIDELINES
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St ationery
3.4 Envelope
CHINA AIRLINES
No. 1, Hangzhan S. Rd, Dayuan Dist, Taoyuan City, 33758
The envelope should always be a standard NO. 10 envelope. The lining of the envelope employs graphic elements. Follow the measurÂements shown and guidelines for information placement in this page for both NO. 10 envelope and Mailing label. The overall size of the envelope is 9.25 inches wide x 4.125 inches high.
St ationery
0.4"
1.5"
0.9"
CHINA AIRLINES
No. 1, Hangzhan S. Rd, Dayuan Dist, Taoyuan City, 3375 8
0.4"
0.5"
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VISUAL IDENTITY AND BRAND MANUAL GUIDELINES
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St ationery
3.5 Letterheads
CHINA AIRLINES
No. 1, Hangzhan S. Rd, Dayuan Dist, Taoyuan City, 3375 8 T: (03) 399-888 8 F: (03) 356-8880 E: china-airlines@gmail.com W: www.china-airlines.co m
23 July 2017 Charles Morr ow 205 E. 42nd St., 20th floor New York, NY 10017
Dear Mr. Charles,
We thank you f or your services rendered as Manager Flight/Gr which role you hav e performed fr om the 1st of July 2013.
ound Saf ety of Mihin Lanka
Due to the present corpor ate requirement, with eff ect f rom 16th February 2015 we will be entrusting all responsibilities of Flight/G round Sa fety of Mihin Lanka under the purview of Manager Flight/G round Saf ety & ERU of Srilankan Airlines. Whilst appreciating y our commitment to enhancing saf ety, we look f orwar d to y our continued suppor t in maintaining the high standa rds of saf ety in our Airline.
Sincerely,
Stephen Zhang China Airlines Office r
St ationery
0.6"
1.5"
1.4"
1.2"
CHINA AIRLINES 1.3"
No. 1, Hangzhan S. Rd, Dayuan Dist, Taoyuan City, 33758 T: (03) 399-8888 F: (03) 356-8880 E: china-airlines@gmail.co m W: www.china-airlines.com
The letterheads has been designed to convey a clean and professional look. This design can be adapted for use with personal information. Follow the measurements shown and the guidelines for information placement in this page. The overall size of the business card is 8.5 inches wide x 11 inches high.
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VISUAL IDENTITY AND BRAND MANUAL GUIDELINES
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4.0 Applications
4.1 Boeing A350-900 4.2 Uniform 4.3 Economy Seats 4.4 Billboard 4.5 Hand Soap 4.6 Pillow and Sleeping Mask 4.7 Food and Drink 4.8 Credit Card 4.9 Mobile App
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Applications
4.1 Boeing A350-900
China Airlines aircraft represents the brand loud and clear. It is stand out from other airplanes. It is consisted of the brand identifier's colors, pink and blue. With the brand name China Airlines largely displayed in the stylized on the side. The brand's primary vehicle makes a nice statement on the sky. The airplane tail is colored with main blue color and reversed its logo identifier to elegantly showcase China Airlines image.
Applications
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VISUAL IDENTITY AND BRAND MANUAL GUIDELINES
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Applications
4.2 Uniform
Our cabin crews uniforms should be restricted at all time during both on flight and on ground services. The principles should be applied across all implementations. Crew and flight attendant uniforms are designed to be clean, simple and recognizable to customers. It should also follow the brand color palette.
Applications
4.3 Economy Seats
China Airlines offer economy seats to reach our customer requireÂments. The economy cabin seats are super wide with a soft cushion seats with our identity patterns. All the economy seats also offer 11" touchscreen TV on demand and AC power and USB point. Passengers in the seat are in for a real treat, with amazingly comfortable environment.
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VISUAL IDENTITY AND BRAND MANUAL GUIDELINES
Applications
4.4 Billboard
This is an example of a airport billboard. In this example, the size of China Airlines image should fit the full size of the billboard.
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Applications
4.5 Hand Soap
In all China Airlines flight, we will make sure that our passenger find everthing well served in during the flight. We provide the safest and most effective of hand soap to provide the best service for our passenger.
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Applications
4.6 Pillow and Sleeping Mask
This is an example of one of many possible combinations for promotional item design, but the principles should be applied across all implementations. In this example, on the right side is the sleeping mask, on the middle and left side is the pillow.
Applications
4.7 Food and Drink
In all China Airlines flight, we will make sure that our passenger find everthing well served in during the flight. We package our own organics selection of snacks to provide the best for our passenger. The snacks comes in varies options like sandwiches, nuts, chocolate, bar, fresh fruit’s juices or ice-cream.
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Applications
4.8 Credit Card
This is an example of the China airlines Credit Card. The Credit Card is released by China Airlines for all passengers to buy flight ticket or consume in the airport and website. The reversed signature should be positioned in the right hand, scale into large size.
Applications
4.9 Mobile App
This is an example of a mobile app. In this example, the China Airlines signature reversed should be positioned in the middle of the frame. Backgound should be applied gradient effect which shows below.
Every component of this book is designed and set into type by Kunsiri Jiratrananat at Academy of Art University in San Francisco as part of Strategies for Branding course under the advisement of Thomas McNulty, Summer 2018. Prined and Bound by Clum’s, an online publishing service. The typeface applied to this book is in Source Akzidenz-Grotesk Next and Frutiger LT Std.
No. 1, Hangzhan S. Rd, Dayuan Dist, Taoyuan City, 33758
VISUAL IDENTITY AND BRAND GUIDELINES
CHINA AIRLIN ES
T: (03) 399-8888 E: china-airlines@gmail.com W: www.china-airlines.com
2018