Lion Air Brand Identity Manual

Brand Identity Manual

Lion Air Brand Identity Manual

Lion Air Brand Identity Manual

Lion Air Brand Identity Manual

Lion Air Brand Identity Manual

Brand Identity Manual

Lion Air Brand Identity Manual

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Lion Air Brand Identity Manual

President’s Letter

President’s Letter Dear Friends and Partners, As part of our efforts to reposition Lion Air, we are pursuing a growth plan with the goal to be the leading global airline group by satisfying our customers and creating value. Specifically, we will provide our customers with the highest level of hospitality, improve our presence in the global market, and improve our brand image as a trusted and safe budget airlines. A tremendous business opportunity lies ahead in the next brand rejuvenation towards promoting Asia Pacific destinations to international travelers.

Thanks to your patronage, Lion Air has been in operation since June 2000. Though we began as a domestic airline, we strive to take on new challenges and creating growth in the Asia-Pacific region.

Our focus on our customers has continued throughout the years. I express my sincere gratitude to all of our customers who have flown with Lion Air and all those who have continued to support the Lion Air Group.

Through our airline group’s values, reflected in our new mission of “Soaring to New Heights,” Lion Air Group aims to be a vital part of today’s world by contributing to the betterment of Indonesia and the Asia-Pacific region.

To fulfill our vision of becoming Indonesia’s leading airline group, we will implement our brand rejuvenation strategies through strong and swift management practices that can adapt to the ever changing global business environment. We look forward to showing you the best of Lion Air as we continue to evolve and grow.

Sincerely Yours,

Edward Sirait President Director of Lion Air

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Lion Air Brand Identity Manual

Table of Contents

Table of Contents

Section 1.0 Brand System 1.1 Previous Brand 1.2 Current Brand 1.3 Horizontal Signature 1.4 Vertical Signature 1.5 Clearspace 1.6 Color Palette 1.7 Secondary Graphics 1.8 Color Usage 1.9 Imagery Style 1.10 Incorrect Usage

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Lion Air Brand Identity Manual

Table of Contents

Section 2.0 Typography

Section 4.0 Brand Applications

2.1 Primary Typeface

4.1 Aircraft Fleet

2.2 Secondary Typeface

4.2 Aircraft Interior 4.3 Inflight Monitor

Section 3.0 Stationery System

4.4 Cabin Crew Uniform 4.5 Food & Refreshments 4.6 Lion Magazine 4.7 Billboard Advertising 4.8 Trolley Graphics

3.1 Stationery System 3.2 Business Card 3.3 Letterhead 3.4 Envelope 3.5 Business Card 3.6 Mailing Label

4.9 Check In Kiosk 4.10 Lion Air Member Card 4.11 Airport Buggy 4.12 Web & Mobile Devices 4.13 Bus Stop Advertising 4.14 Boarding Pass 4.15 Luggage Tag

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Section 1.0 Brand System

Lion Air Brand Identity Manual

Section 1.0 Brand System

Section 1.0 Brand System 1.1 Previous Brand 1.2 Current Brand 1.3 Horizontal Signature 1.4 Vertical Signature 1.5 Clearspace 1.6 Color Palette 1.7 Secondary Graphics 1.8 Color Usage 1.9 Imagery Style 1.10 Incorrect Usage

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Lion Air Brand Identity Manual

Section 1.0 Brand System

1.1 Previous Brand

Lion Air is the leading budget airline in Indonesia that provides

question their supposedly proud slogan, “We make people

affordable flights and approachability for both local and

fly,” for Lion Air needs to reposition their brand image as an

international travelers. The old mark showcases a winged lion

affordable, approachable, and trusted budget airline among

that fiercely looks forward and prides itself of its reputation as

their travelers throughout the world

one of Indonesia’s largest budget airline. Due to recent safety issues, Lion Air’s reputation has caused their travelers to

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Lion Air Brand Identity Manual

Section 1.0 Brand System

1.2 Current Brand

The new identity of Lion Air features a friendly-looking

complements the friendly nature of the symbol. The new

lion that aspires to bring hope and reassurance to their

identity translates the pride of Lion Air as an affordable,

existing customers and prospective travelers. The lion’s

approachable, and trusted budget airline that is enthusiastic to

head sits comfortably in a circle, which lends a more organic

elevate their customers’ travel experience.

characteristic to the previous fierceness of the lion figure.

The new identity also features a rounded wordmark that

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Lion Air Brand Identity Manual

Section 1.0 Brand System

1.3 Horizontal Signature

Symbol

Logotype

The new identity of Lion Air features a friendly-looking

complements the friendly nature of the symbol. The new

lion that aspires to bring hope and reassurance to their

identity translates the pride of Lion Air as an affordable,

existing customers and prospective travelers. The lion’s

approachable, and trusted budget airline that is enthusiastic to

head sits comfortably in a circle, which lends a more organic

elevate their customers’ travel experience.

characteristic to the previous fierceness of the lion figure.

The new identity also features a rounded wordmark that

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Lion Air Brand Identity Manual

Section 1.0 Brand System

1.4 Vertical Signature

Symbol

Logotype

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Lion Air Brand Identity Manual

Section 1.0 Brand System

1.5 Clearspace (Horizontal)

To be most effective, the Lion Air identifier should always be

The recommended minimum distances that define this

surrounded by the most precise prescribed minimum amount

territory are derived from the identified. This applies to both

of clear space. This territory will set it off distinctly from any

horizontal and vertical versions of the Lion Air signature.

other accompanying copy, illustrative material, photography, and other graphic elements.

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Section 1.0 Brand System

Clearspace (Vertical)

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Lion Air Brand Identity Manual

Section 1.0 Brand System

1.6 Color Palette

Brilliant Vermillion

Coral Seashell

Smooth Aluminum

Ashed Charcoal

Pantone 7625 C

Pantone 7416 C

Pantone 428 C

Pantone 433 C

C 12

R 211

C 11

R 220

C 22

R 198

C0

R 88

M 86

G 73

M 59

G 128

M 17

G 198

M0

G 89

Y 82

B 61

Y 52

B 113

Y 17

B 199

Y0

B 91

K2

K0

K0

K 80

Hex #D3493D

Hex #DC8071

Hex #C7C7C7

Hex #58595B

100%

90%

70%

100%

90%

70%

100%

90%

70%

100%

90%

70%

50%

30%

10%

50%

30%

10%

50%

30%

10%

50%

30%

10%

Standardization of color across media is a prime concern.

The colors specified in the following will give us the closest representation across all print or digital media if reproduced correctly. The core palette is specifically for the presentation of Lion Air in external communications and signage.

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Lion Air Brand Identity Manual

Section 1.0 Brand System

1.7 Secondary Graphics

The corporate pattern is an abstract representation of the

The corporate pattern may be used as the supporting graphics

batik, the national Indonesian garment. The ornate pattern

to multiple applications. The corporate pattern should be set

has been simplified into diamonds aligned with horizontal

in Pantone 7625 C Brilliant Vermillion or Pantone 000 C

lines. The corporate pattern may also represent a connection

Bright White, as shown in the following example.

from one point to another—that is to highlight the passenger’s travel experience from their departure to destination.

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Lion Air Brand Identity Manual

Section 1.0 Brand System

1.8 Color Usage Preferred Version on White

Version on Red

Black and White Version on White

Version on Black

Standardization of color across media is a prime concern.

The colors specified in the following will give us the closest representation across all print or digital media if reproduced correctly. The core palette is specifically for the presentation of Lion Air in external communications and signage.

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Lion Air Brand Identity Manual

Section 1.0 Brand System

1.9 Imagery Style

Lion Air photography reflects the corporate slogan, “Soaring

- Photographic focus on nature

to New Heights.” The direction of the photography focuses on

- Bold color contrast captured in nature

capturing the cultural aspects of the Asia-Pacific region and

- Candid photographs of people

people; particularly Indonesia. Vibrant colors from nature and

- Incorporate sense of “going beyond”

the local scene will showcase the authenticity and character of Lion Air.

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Lion Air Brand Identity Manual

Section 1.0 Brand System

1.10 Incorrect Usage

DO NOT change color arrangement of

DO NOT create outline borders

the logo

around logo

DO NOT use outer glow effect on logo

DO NOT blend or add any drop shadow effect on logo

DO NOT stretch logo in any way

DO NOT flip any part of logo horizontally or vertically

The examples of this page demonstrate incorrect use of the

Do not alter or distort the logo in anyway. Be particularly

Lion Air logo. Avoiding incorrect use is important for several

careful that the logo is not applied on background colors,

reasons. Our company name and logo are valuable assets,

patterns, or photographs that visually compete with the logo.

and incorrect use can weaken our ability to protect these

If you are not sure about an application of the logo, please

assets. One incorrect use that is widely distributed will tend to

contact at Michelle Leong at +62 818 308 8283.

encourages other incorrect uses.

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Lion Air Brand Identity Manual

Section 1.0 Brand System

DO NOT change position or size

DO NOT use colors on logo that

of any part of logo

are not approved

DO NOT put gradient or texture on logo

DO NOT outline the logo

DO NOT crop the logo in any way

DO NOT mask logo over image

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Lion Air Brand Identity Manual

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Section 2.0 Typography

Lion Air Brand Identity Manual

Section 2.0 Typography

Section 2.0 Typography 2.1 Primary Typeface 2.2 Secondary Typeface

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Lion Air Brand Identity Manual

Section 2.0 Typography

2.1 Primary Typeface Avenir Next

Aa

ABCDEFGHIJKLM NOPQRSTUVWXYZ abcdefghijklm nopqrstuvwxyz 1234567890 !@#$%?&^+<> Avenir Next / Medium / 20pt

Avenir Next is our primary typeface. As the primary typeface, it is important that most Lion Air communications use Avenir. The default weights of Avenir Next to use is Medium. The supporting weights of Avenir reserved for emphasis in smaller applications such as subheads, captions, tables, charts, and folios.

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Lion Air Brand Identity Manual

Section 2.0 Typography

LION LION LION LION LION LION

Avenir Next / Heavy/ 120pt

Avenir Next / Bold / 100pt

Avenir Next / DemiBold / 90pt

Avenir Next / Medium / 70pt

Avenir Next / Regular / 50pt

Avenir Next / Ultra Light / 30pt

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Lion Air Brand Identity Manual

Section 2.0 Typography

2.2 Secondary Typeface Sabon

Aa

ABCDEFGHIJKLM NOPQRSTUVWXYZ abcdefghijklm nopqrstuvwxyz 1234567890 !@#$%?&^+<> Sabon / Roman / 20pt

Sabon is our secondary typeface. Sabon is extensively used in Lion Airâ&#x20AC;&#x2122;s stationery systems. This serif typeface pairs well with our primary typeface, Avenir Next. The default weight to use is Sabon Roman. Type should never be altered by adding outlines, drop shadows or effects.

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Section 2.0 Typography

Sabon is an old-style serif typeface designed

Sabon / Roman / 8pt/12,5pt / +10

by the German-born typographer & designer Jan Tschichold in 1964–1967. This classic typeface for body text has made trascended Sabon’s longstanding popularity as a tight fit for a set of business requirements. Use this typesetting for the body text of business card.

Sabon is an old-style serif typeface designed by the German-born typographer & designer Jan Tschichold in 1964–1967. This classic typeface for body text has made trascended Sabon’s longstanding popularity as a tight fit for a set of business requirements. Use this typesetting for the body text of letterhead.

Sabon / Roman / 10pt/14pt / +10

Sabon is an old-style serif typeface designed by the German-born typographer & designer Jan Tschichold in 1964–1967. This classic typeface for body text has made trascended Sabon’s longstanding popularity as a tight fit for a set of business requirements. Use this typesetting for the body text.

Sabon / Roman / 12pt/16pt / +10

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Section 4.0 Brand Applications

Lion Air Brand Identity Manual

Section 4.0 Brand Applications

Section 3.0 Stationery System 3.1 Overview 3.2 Business Card 3.3 Letterhead 3.4 Envelope 3.5 Mailing Label

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Lion Air Brand Identity Manual

Section 3.0 Stationery System

3.1 Overview

We ask that the specifications outlined below for the letterhead are strictly followed. position, alignments, spacing, and typography have been carefully considered for optimum legibility and aesthetics. The size of the Lion Air brand identifier should remain consistent across all pieces of the stationery system.

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Section 3.0 Stationery System

3.2 Business Card .61”

2.27”

.61”

.71” .57”

.71”

.45” .44” .25” .18” .32” .35” .24”

1.5”

1.13”

.63”

The business card has been designed to convey a lean and

consists of the brand identity. It contains the address and

professional look, This design can be adapted for use with

personal contact information.

personal information. Follow the measurements shown and the guidelines for information placement in this page.

Identity: 2.27 inches wide X 0.57 inches high

The overall size of this business card is 2 inches wide X

Address: the letters and numbers are set in Sabon

3.5 inches high. The front panel of the business card

Roman in size 7pt with 9pt leading

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Section 3.0 Stationery System

3.3 Letterhead

11”

8.5”

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Lion Air Brand Identity Manual

Section 3.0 Stationery System

Letterhead (detail) .52”

2.27”

.16”

.37” .57” .74”

.8”

11”

The letterhead has been designed to convey a lean and

Identity: 2.27 inches wide X 0.57 inches high

professional look, This design can be adapted for use with

Address: the letters and numbers are set in Sabon

personal information. Follow the measurements shown

Roman in size 10pt with 14pt leading

and the guidelines for information placement in this page.

The overall size of the letterhead is 8.5 inches wide X 11 inches high.

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Lion Air Brand Identity Manual

Section 3.0 Stationery System

3.4 Envelope

0.37” 0.57” 0.37” 0.84”

0.89”

1.14”

0.52”

2.27”

0.16”

The envelope should always be a standard No. 10 envelope

Identity: 2.27 inches wide X 0.57 inches high

with a square flap. The lining of the envelope employs graphic

Address: the letters and numbers are set in Sabon

elements. Follow the measurements shown and the guidelines

Roman in size 10pt with 14pt leading

for information placement in this page. The overall size of the envelope is 9.5 inches wide X 4.125 inches high.

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Lion Air Brand Identity Manual

Section 3.0 Stationery System

3.5 Mailing Label

0.37” 0.57” 0.37” 0.84”

0.89”

1.14”

0.52”

2.27”

0.16”

The mailing label should be a crack and peel label. Like the

Identity: 2.27 inches wide X 0.57 inches high

envelope, the lining of the mailing label employs graphic

Address: the letters and numbers are set in Sabon

elements. Follow the measurements shown and the guidelines

Roman in size 10pt with 14pt leading

for information placement in this page. The overall size of the mailing label is 8 inches wide X 4.125 inches high.

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Lion Air Brand Identity Manual

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Section 4.0 Brand Applications

Lion Air Brand Identity Manual

Section 4.0 Brand Applications

Section 4.0 Brand Applications 4.1 Aircraft Fleet 4.2 Aircraft Interior 4.3 Inflight Monitor 4.4 Cabin Crew Uniform 4.5 Food & Refreshments 4.6 Lion Magazine 4.7 Billboard Advertising 4.8 Trolley Graphics 4.9 Check In Kiosk 4.10 Lion Air Member Card 4.11 Airport Buggy 4.12 Web & Mobile Devices 4.13 Bus Stop Advertising 4.14 Boarding Pass 4.15 Luggage Tag

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Lion Air Brand Identity Manual

Section 4.0 Brand Applications

4.1 Aircraft Fleet

This is an example of a Lion Air aircraft. The aircraft

The wordmark from the Lion Air logo, set in Pantone 433 C

represents the brand loud and clear and stands out from

Ashed Charcoal, should be placed on the lighter side of the

other competitors. The body of the aircraft utilizes the

red gradient for legibility. The Lion Air symbol, set in Pantone

brand colors Pantone 7625 C Brilliant Vermillion and

000 C Bright White, should be placed on the tail for brand

Pantone 7416 C Coral Seashell, in the form of a gradient.

distinction.

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Section 4.0 Brand Applications

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Section 4.0 Brand Applications

4.2 Interior Seat Design

This is an example of the economy class seat design in the Lion

The red and whtite combination is a homage to the airlineâ&#x20AC;&#x2122;s

Air aircraft. In this example, the red color is placed from the

motherland, Indonesia, and lends a distinct brand recognition.

top head of the seat towards the middle back. The corporate pattern is used on the bottom half of the seat. The red and white Lion Air logo sits on the head of the seat.

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Section 4.0 Brand Applications

4.3 Inflight Monitor

This is an example of a Lion Air inflight monitor. The top and bottom red band serves for the legibility of the various white type throughout the screen. The corporate pattern is present on the bottom band in 40% opacity. Avenir is extensively used as the type on the inflight monitor.

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Section 4.0 Brand Applications

4.4 Cabin Crew Uniform

This is an example of the cabin crew uniforms of Lion Air flight attendants. The female neck scraves feature the red corporate pattern on white. The Lion Air logo should be presented in the center of the pilotâ&#x20AC;&#x2122;s hat. The contrast and diagonal nature of colors show the sleek design of the cabin crew uniforms.

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Section 4.0 Brand Applications

4.5 Food & Refreshments

This is an example of the Lion Air food and refreshments

The cashew snack packaging features the coporate pattern on

packaging. The food and refreshments are served inflight.

a red band placed vertical to the right. The colors used for the

In this example, the mineral water bottle features the

packaging are Pantone 7625 C Brilliant Vermillion, Pantone

corporate pattern on a red-white gradient. The transparency

7416 C Coral Seashell, and Pantone 433 C Ashed Charcoal

of the water bottle label creates a fresh look for the

for clear brand recognition.

passengerâ&#x20AC;&#x2122;s enjoyment.

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Section 4.0 Brand Applications

4.6 Lion Magazine

This is an example of the inflight magazine of Lion Air. Lion Magazineâ&#x20AC;&#x201D;also known as Lion Magâ&#x20AC;&#x201D;is the travel magazine provided by the aircraft to entertain and inform passengers.

Lion Mag offers cultural and informational insights on AsiaPacific destinations.

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Section 4.0 Brand Applications

4.7 Billboard Advertising

This is an example of an airport advertising for Lion Air. Lion Air’s campaign, “Soaring to New Heights,” should be made apparent as the first read placed on the top left corner. The bottom red band features the Lion Air symbol, corporate pattern, and website for viewers.

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Section 4.0 Brand Applications

4.8 Trolley Graphics

This is an example of an airport trolley with Lion Air graphics.

The Lion Air’s campaign, “Soaring to New Heights,” should be made apparent as the first read placed on the top left corner.

The bottom red band features the Lion Air symbol, corporate pattern, and website for viewers.

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Section 4.0 Brand Applications

4.9 Check In Kiosk

This is an example of an airport check in kiosk for Lion Air. The corporate pattern of Lion Air should run on the top and bottom of the check in kiosk. The Lion Air logo, set in Pantone 7625 C Brilliant Vermillion, should be placed in the center of the kioskâ&#x20AC;&#x201D;as the first read for passengers to identify Lion Air among other competitors.

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Section 4.0 Brand Applications

4.10 Lion Air Member Card

This is an example of the Lion Air member rewards card.

Both member cards feature the supergraphic of the Lion

The Lion Air Ruby member card is set in Pantone 7625 C

Air symbol bleeding off the right side of the card, which is

Brilliant Vermillion and Lion Air Platinum member card is

set in 40% opacity. The Lion Air logo, along with the type of

set in Pantone 428 C Smooth Aluminum.

member card, should be set in Pantone 000 C Bright White.

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Section 4.0 Brand Applications

4.11 Airport Buggy

This is an example of an corporate airport buggy for Lion Air. The airport buggy is available for the ease of the passengerâ&#x20AC;&#x2122;s travel needs. The buggy features the white version of the Lion Air symbol and corporate pattern, set on Pantone 7625 C Brilliant Vermillion as the background color. The body of the buggy is set in Pantone 7625 C Brilliant Vermillion.

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Section 4.0 Brand Applications

4.12 Web & Mobile Devices

The Lion Air website should incorporate the same elements as those used in the print system. The background picture should feature a bright and clean sky for a fresh look and type legibility. The red band on the top of the website is set in a gradient of Pantone 7625 C Brilliant Vermillion and Pantone 7416 C Coral Seashell. The system is reflected across all responsive devices from desktop to smartwatch dimensions.

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Section 4.0 Brand Applications

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Section 4.0 Brand Applications

4.13 Bus Stop Advertising

This is an example of a bus stop advertising poster for Lion Air. The red band should be placed on the bottom of the poster, along with the corporate pattern set as the background and the Lion Air symbol in the center. The type on the poster should be set in Avenir. The corporate slogan of â&#x20AC;&#x153;Soaring to New Heightsâ&#x20AC;? should be set as the heading of the poster ad.

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Section 4.0 Brand Applications

4.14 Boarding Pass

This is an example of a Lion Air boarding pass and cover. The gradient on the cover of the boarding pass is set in Pantone 7625 C Brilliant Vermillion and Pantone 000 C Bright White.

The corporate pattern runs on both the cover and boarding pass. The red band is placed on the top of the boarding pass with the Lion Air symbol for brand distinction.

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Section 4.0 Brand Applications

4.15 Luggage Tag

This is an example of the Lion Air luggage tag. In this example, the Lion Air symbolâ&#x20AC;&#x201D;set in Pantone 7625 C Brilliant Vermillionâ&#x20AC;&#x201D;and corporate pattern should be present on the front and back side of the luggage tag for passenger and air crew brand recognition. The thread on the top should be in 70% black.

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Lion Air Brand Identity Manual

Every component of this book is designed and set into type by Angie Lozarus at Acdemy of Art University in San Francisco as part of Strategies for Branding course under the advisement of Thomas McNulty, Summer 2019.

Printed by Angie Lozarus Bound by California Office Service The typeface applied to this book is Brandon Grotesque

Lion Air Brand Identity Manual

PT Lion Mentari Airlines DKI Jakarta, Indonesia Tel: (+62) 804 177889 Fax: (+62) 216 335669 Web: lionair.co.id

CopyrightŠ 2019 PT Lion Mentari Airlines All Rights Reserved. No parts of this publication may be reproduced or stored in retrieval system, or transmitted in any form by any means electronic, mechanical, photographing, recording, or otherwise without the permission of the copy right holder. All other marks and names mentioned herein may be trademarks of their respective companies.

Lion Air Brand Identity Manual

Lion Air Brand Identity Manual

Lion Air Brand Identity Manual