virgin galactic Brand Identity Guidelines Manuel
Guidelines Manuel
The contents of this book contain confidential and brand-sensitive information and may not be distributed in any way. Copyright Š 2016 Paul Lubianker All Rights Reserved. No part of this book may be reproduced in any form or by any electronic or mechanical means, including information storage and retrieval systems, without permission in writing from the publisher, except by a reviewer who may quote brief passages in a review. This is a student project.
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President’s Letter To our friends and family all around the world, Today marks one week since the tragic accident on SpaceShipTwo’s fourth rocket-powered test flight. The number of messages that have flowed in to us from all around the world expressing sympathies and condolences have been truly, truly helpful. Our team still hurts as we mourn the passing of a dear friend and the injury to another. Many have expressed a desire to help the families; one fund has been established here. There is another hole in our hearts that was once filled by the vehicle itself: Enterprise, the first SpaceShipTwo. We have worked with and flown on Enterprise for four years, and were so eager to see her reach her natural element of outer space in the next few months. But your messages of support have lifted our spirits. Not only have you comforted us in a time of loss, you have told us to take courage, and to continue pressing forward with resolve. You have told us that you also believe that the space frontier must be opened, just as we do. For that, we thank you. And we want to share with you our story, as we move forward. The lessons of October 31 will be learned, and our system and our team will be made stronger for it. The second SpaceShipTwo is already two-thirds complete, and our team are pouring themselves into that project with heightened resolve. Our will is indefatigable, and our team is determined. In the near future, we’ll replace this temporary webpage with a more thorough site designed to help you understand who we are, what we are doing, and why. On that site, we’ll share with you the story of the construction and testing of the second SpaceShipTwo, the story of the ongoing development of our LauncherOne small satellite vehicle, and more. For now, though, I leave you with this message of sincere thanks and resolve. Ad Astra, George T. Whitesides
CEO, Virgin Galactic and The Spaceship Company
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Table of Contents
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1.0
Graphic Identifier 1.1
Positioning
2.0
Typography 2.1
Main Typography
1.2 Competition
2.2
Secondary Typography
1.3
Previous Edition
2.3
Typography Usage
1.4
Current Edition
1.5
Logo Treatments
1,6
Color Usage
1.7
Identifier Colors
1.8
Clear Space
1.9
Mininum Size
1.10
Unaccepatble Usages
4.1
1.11
Acceptable Usages
4.2 Cup
1.12
Supporting Graphics
4.3 Hat
4.0 Applications Galactic Airlines
4.4 Uniform
3.0
4.5 Shoes 4.6
Glass Billboard
4.7
Airport Banner
4.8
Galactic Aircraft
4.9
Econonmy Seat
3.1 Business Card
4.10
Airport Interior
3.2 Letterhead
4.11
Space Uniforms
3.2 Envelope
4.12
Flight Attendants
3.4 Envelope Details
4.13 Shirt
Stationery System
4.14
Pen Packaging
4.15
Wall Banner
4.16
Highway Billboard
4.17
Bus Stop Billboard
4.18 Cup 4.19
Gift bag
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1.0
Graphic Identifier 1.1
Positioning
1.2 Competition 1.3
Previous Edition
1.4
Current Edition
1.5
Logo Treatments
1,6
Color Usage
1.7
Identifier Colors
1.8
Clear Space
1.9
Mininum Size
1.10
Unaccepatble Usages
1.11
Acceptable Usages
1.12
Supporting Graphics
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1.1 Positioning Commercial passenger service to space is a difficult proposition. To succeed, it has to contend with the pull of gravity, violent rocket-propelled accelerations, heavy vibrations, supersonic speeds and shock waves, vertical climbs, the lethality of the outside environment, and the problems of deceleration and heating during re-entry into the atmosphere. It has to do this safely, reliably, repeatedly, and perhaps profitably, while carrying ordinary passengers in ordinary clothes, who, if they are traveling point-to-point, will want to bring along ordinary luggage as well.
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1.2 Competition British Airways and Virgin Atlantic Airways are leading players in Sir Richard Branson’s Virgin Group collection of branded companies. From its hubs in the UK, the airlines serve about 30 destinations around the world with a fleet of almost 40 aircraft. It extends its network via code-sharing relationships with carriers such as All Nippon, US Airways, Singapore Airlines, and Australia-based sister company Virgin Blue (Code-sharing allows airlines to sell tickets on one another’s flights and thus offer potential passengers more destinations). The airline’s cargo unit provides service from more than 60 offices worldwide. Virgin Group owns 51% of Virgin Atlantic, and Delta Air Lines owns a 49% stake.
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1.3 Previous Edition Richard Branson went to Mojave to witness the final XPrize flight. He had joined the effort and begun providing operational subsidies in return for having a Virgin Galactic logo displayed on the tail, and was so confident of its success that he had already signed a contract with Paul Allen to adopt the technology under license for his space-touring venture. Allen was there, too. As the spaceship rocketed upward, Branson turned to him and said, “Paul, isn’t this better than the best sex you ever had?” Allen did not answer “Yes” or, better yet, “No.” What was going through his mind, he later wrote, was “If I was this anxious during any kind of interpersonal activity, I couldn’t enjoy it very much.” Branson and Allen are certainly different men.
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1.4 Current Edition In peoples’ minds, and in research, Virgin Atlantic was the most admired brand in the vast Virgin stable of companies. But, oddly, when you looked hard at the brand, both its words and its visuals lagged behind. Its perception was higher than its presentation, if you like.
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1.5 Logo Treatments Once we had the core elements in place, and a livery working, we moved on to the other, and equally critical, aspects of the project. For many applications within airports and advertising, a ‘landscape’ logo is of paramount importance. But we also knew that if we could carefully craft the typography to allow a two-line (or stacked) version of the logo, this would also be very useful. In fact, the requirements of an airline identity are myriad and cover all shapes and sizes, from full colour fuselage, to screenprinted catering packs, to tiny logos on travel ‘aggregator’ sites.
Horizontal Treatment
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Centered Treatment
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1.6 Color Usages Virgin Atlantic Airways has unveiled a new aircraft livery and brand identity for the airline. The new design, which will be applied to all of the company’s 38 aircraft, signage, communications and advertising is being showcased on one of Virgin Atlantic’s Boeing 747-400s, G-VROC. The Virgin Atlantic name, previously on the front end of the fuselage, is now emblazoned large across the whole of the aircraft in a fine custom-drawn font. In addition, the undercarriage of the aircraft now features the new Virgin Atlantic logo in dark purple – making the aircraft more easily identifiable when taking off and landing. The winglets are now red with the Virgin script on the inner side, visible to passengers on board the plane.
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1.7 Identifier Colors Color identifiers are durable, compact, portable, easy to use devices that will enable people who are blind, visually impaired or have a color vision impairment to determine the color of materials and objects. They announce all the common colors, plus many tints and shades. The user can adjust the volume or select more than one language. This can be useful in identifying clothing or products. Several of the devices perform multiple functions including locating sources of light. The light probe function can be used in a large telephone system to identify the blinking lights of an incoming call or identify which lines are currently in use.
CMYK: 96 85 12 2
CMYK: 0 0 0 100
RGB:
43 69 141
RGB:
000
#:
2A458C
#:
000000
CMYK: 83 78 55 71
CMYK: 56 13 0 0
CMYK: 33 0 5 0
CMYK: 7 9 1 0
RGB:
8 3 -11
RGB:
100 181 227
RGB:
165 219 235
RGB:
232 227 238
#:
171626
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63B4E3
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A5DAEA
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E8E2ED
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1.8 Clear Space The legibility and distinction of the university logotypes is very important. To ensure the logotype is highly visible, always separate it from its surroundings. The area of isolation, or minimum required clear space, surrounding all logotypes should be half the logotype’s height on all sides as shown below. Do not allow any other graphic elements to penetrate this area of isolation. In addition, the elements of the USC Graphic Identity Program should not be placed over a photograph or patterned background.
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1.9 Minimum Size The minimum size has been carefully established to ensure our logo is reproduced correctly in smaller sizes. At minimum size, the logo is still clearly legible and provides a strong level of identification. When using a lower-quality printing technique (i.e. screenprinting), it is recommended that the logo be used in a larger size. The logo must never be used in a smaller size than the size identified on the image below. For printed applications (i.e. offset printing), the width of the logotype should not be reduced less than 15 mm. For screen applications (i.e. a website or banner), the width of the logotype should not be reduced any smaller than 42 pixels.
2.9 px / 2 px
2.1 px / 1.7 px
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1.10 Unacceptable Usages Do not use a university logo or mark as a basis for any new or derivative logo or mark. Adding graphic elements behind or around an official university mark is not permitted. The following examples visualize some potential mistakes that must be avoided, including reproducing the logo on a textured or patterned background that reduces clarity, replacing any letter in the logo with a symbol or other graphic element, and adding graphic devices such as rules or boxes around the logo. Please note that the following examples apply to all of logo marks and should be avoided at all times.
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1.11 Acceptable Usages To preserve the impact of the Virgin identity, it cannot be altered or distorted in any way. When working with designers, printers, sign manufacturers and other suppliers, use only the digital electronic art from files (for the Macintosh and PC formats) that are available from this web site in the Logotypes and Signatures section. The logo must always be reproduced as one color. The letters must be the same color as the background. No other text or design device may be placed around or joined to the logo, nor should the Virgin Galactic logo symbol ever become part of another logos.
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2.0
Typography 2.1 Main Typeface 2.2 Secondary Typeface 1.3 Typography Usage
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2.1 Main Typeface Museo Sans is a full-featured, highly legible sans serif font family designed by Jos Buivenga. Museo Sans sports a familiar look and is based on the popular Museo serif typeface family. Museo Sans has a sturdy, low contrast, geometric design style that works well in both text and display sizes. The Museo Sans font family includes 10 fonts: 5 different weights with matching italics with Western and Central European language support. The OpenType features in Museo Sans includes ligatures, fractions, proportional, tabular lining and oldstyle figures. Museo Sans is a trademark of Exljbris Font Foundry and may be registered in certain jurisdictions.
Museo Sans
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890
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ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 25
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2.2 Secondary Typeface Designed for warm formality in text and an authoritative, helpful tone in display, Freight Sans eschews mannerisms of form in favor of a studied balance of organic and geometric shapes. Because Freight Sans is a single design for a broad range of uses, it benefits from careful attention to tracking when it is set at very small or very large sizes; Garage Fonts 2005–2009.
Freight Sans Cnd Pro
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890
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ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 27
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2.3 Typography Usage Typography is a powerful tool for delivering information to your readers. At the same time, the number of typography mistakes on the Web is huge and not every designer knows how to use it properly. This section will be of a great use if you are a typography maniac or a web design beginner. You’ll find here all sorts of information about typeface design, lettering, typography inspiration, typeface reviews, latest typography news, trends and so on. Typography is a soul of design and has a large impact in its effectiveness and appearance, so be careful with typography and learn how to avoid the common mistakes.
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3.0
Stationery System 3.1 Business Card 3.2 Letterhead 3.2 Envelope 3.4 Envelope Details
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3.1 Business Card Our mission is to provide the highest quality business card, using the greenest materials and methods, and deliver them to you exactly when you need them. We demand perfection, and our goal is to absolutely delight you, each and every time. We specialize in on-time delivery - it’s in our name! Our Eco-friendly print process saves water, reduces air pollution, conserves trees and decreases waste. We use paper from trees harvested from certified environmentally sustainable forests.
Paul Lubianker Creative Director
email. plubianker@yahoo.com phone. 408-315-9062 web. virgingalactic.com
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Paul Lubianker Creative Director
email. plubianker@yahoo.com phone. 408-315-9062 web. virgingalactic.com
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3.2 Letterhead Letterheads are a key element of corporate identity and are often inserted into an envelope for direct-mail advertising. Personalize yours and reinforce your brand. High-quality, full-color offset and digital stationery and letterhead printing available on 70lb. Offset Opaque Smooth White. Laser and InkJet compatible. Available in various sizes. Order Blank Letterhead.
Phone. 4420 3227 2200 Email. virgingalacticpress@virgingalactic.com Location. Pasadena, California
May 1, 2015 Larry Edelson Weiss Research, Inc. 4400 Northcorp Parkway Palm Beach Gardens, FL 33410
Dear Mr. Edelson, I own a design firm in San Francisco, and I’ve managed a design team that has designed a new brand identity for Virgin Galactic. I have simplified your logo and word mark in order to create a clean look that clearly suggests what your company is about. This new identity will keep your old customers as well as attract potential customers, and it will make them feel confident that your space craft will provide adventure and excitement, which is what you want. In my opinion, your current Virgin Galactic logo does not clearly communicate what your company is about, and I can help you communicate that with the logo I’ve created. I would like your support in launching this brand identity in the market. Attached, see the logo that I created. I would like the opportunity to meet with you to discuss this further.
Sincerely,
Paul Lubianker, Creative Director
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Phone. 4420 3227 2200 Email. virgingalacticpress@virgingalactic.com Location. Pasadena, California May 1, 2015 Larry Edelson Weiss Research, Inc. 4400 Northcorp Parkway Palm Beach Gardens, FL 33410
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3.3 Envelope From the paper mills’ roll stock, through the various processes of uniquely cutting, printing (flexo or litho), gumming and folding. Our special attention to each order provides a truly “custom” approach to the marketplace. These capabilities are enhanced by the technology of our graphics department, our diverse machine base group and our many in-line and off-line printing options.
Larry Edelson Weiss Research, Inc. 4400 No rthcorp Parkw ay Palm Beach Gardens, FL 33410 1750 Meridian Av e San Jose, CA 95125 United States
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3.5 Envelope Details This course looks at how resilient buildings are actually constructed, what impacts their performance, where building envelope details go wrong, and how to design the right details and processes to deliver superior building performance. It also discusses material interfaces and other building envelope performance criteria, and how building envelope commissioning can be incorporated into a project for a more resilient building.
X 0.5 X 0.5 X
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Larry Edelson Weiss Research, Inc. 4400 No rthcorp Parkw ay Palm Beach Gardens, FL 33410 1750 Meridian Av e San Jose, CA 95125 United States
X 0.6
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4.0
Application 4.1
Galactic Airlines
4.2 Cup 4.3 Hat 4.4 Uniform 4.5 Shoes 4.6
Glass Billboard
4.7
Airport Banner
4.8
Galactic Aircraft
4.9
Econonmy Seat
4.10
Airport Interior
4.11
Space Uniforms
4.12
Flight Attendants
4.13 Shirt 4.14
Pen Packaging
4.15
Wall Banner
4.16
Highway Billboard
4.17
Bus Stop Billboard
4.18 Cup 4.19
Gift bag
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4.1 Galactic Airlines Virgin Galactic introduced the newest addition to its fleet of vehicles today as part of a technical update on its LauncherOne small satellite launch service. The 747-400 commercial jet aircraft, previously operated by Virgin Atlantic under the nickname ‘Cosmic Girl,’ will provide a dedicated launch platform for the LauncherOne orbital vehicle. Sir Richard Branson and Virgin Galactic engineers announced the acquisition of the aircraft while providing an update on LauncherOne development progress.
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4.2 Cup Our promotional items are offered with attractive printed logo designs to promote the specific brands in the market. We make our promotional products in different designs, colors and patterns to fulfill the varied needs of the customers. Our promotional items are highly appreciated for the key features like attractive designs, superior color patterns and light weight. These mugs are available in either printed or plain as per the requirements of our clients. We print promotional designs as desired by our clients in our innovative style and prints at market leading prices.
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4.3 Hat In fashion terms, hats are a very noticeable accessory because the onlooker’s attention is first drawn to the face. A hat is the most noticeable fashion item anyone can wear. The old saying goes ‘if you want to get ahead and get noticed, then get a hat’. Indeed the word ‘ahead’ means just that one head further forward.
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4.4 Uniform Our design team has paired the adidas brand’s technical know-how and our directional approach to style with the use of advanced fabrics, special techniques and bespoke specifications to ensure fit, comfort and performance. This flight-suit is being designed to fully support a pilot’s natural seating position as identified through a series of tests and trials with the Virgin Galactic pilot corps. Material engineering is key, as the flight-suit has been constructed from Nomex Meta Aramid materials through a 3D engineered pattern.
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4.5 Shoes The specially developed flight boot contains leather and Nomex materials and features advanced structural details for tailored functionally, including an outsole with TRAXION™ outsole lugs for ultimate grip and an adiPRENE® heel insert for comfort and shock absorption. These prototypes have reached a stage of maturity that will enable pilots to start trialing them in-flight during Virgin Galactic’s flight test program, so that their feedback on such features and functionality can be integrated into a fully resolved and test-proven design.
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4.6 Glass Billboard Billboard advertisements are designed to catch a person’s attention and create a memorable impression very quickly, leaving the reader thinking about the advertisement after they have driven past it. They have to be readable in a very short time because they are usually read while being passed at high speeds. Thus there are usually only a few words, in large print, and a humorous or arresting image in brilliant color.
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4.7 Airport Banner The airport is the ideal venue to let ideas take flight. Industry-leading business travelers are looking to be informed, and affluent leisure travelers are looking to spend both their money and time. In short, if you’re flying, you’re waiting, and the airport is a unique environment in which there is a captive audience with guaranteed, substantial dwell time.
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4.8 Galactic Aircraft Virgin Galactic’s signature design features are its twin fuselage configuration; single-piece, carbon composite high main wing; and four jet engines. The twin boom configuration allows for a spacious central attachment area between the two fuselages for SpaceShipTwo or LauncherOne. Virgin Galactic’s pilots fly the plane from its right fuselage. In the future, with the right regulatory approvals, research experiments or even customers preparing for their flights to space may sit in the cabin of either fuselage.
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4.9 Economy Seat Airbus made calling for an industry standard of 18 seats for long-haul flights its corporate cause last year, through its “Comfort without Compromise� campaign. The aircraft manufacturer cited sleep studies to back up its claim that this extra inch increased passenger comfort and well-being. But Boeing has stood firm against snipes pointing out its one-inch seat inferiority on the higher capacity aircraft. Boeing has pointed out that airlines should be free to choose the seat width which best suits their business strategies.
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4.10 Airport Interior The international terminal’s uncomplicated design represents a natural path of travel, which is evident in the sweeping lines of the building’s façade. This design note is carried throughout the facility, including the gentle ceiling curves on the departures and arrivals levels, as well as the Customs and Border Protection (CBP) inspection station.
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4.11 Space Uniform SpaceShipTwo isn’t quite as simple as buying a boarding pass at the Virgin Galactic ticket counter. The first thing you’ll need is a fair amount of money. For the foreseeable future, each flight aboard SpaceShipTwo will cost $200,000. That amount is expected to drop if space tourist flights become a regular, successful venture. The first 100 passengers paid the full price as a deposit, while others on the waiting list paid smaller deposits. These deposits amounted to $30 million in funding for the design of the spacecraft [source: Space.com]. Virgin Galactic claims to have more than 80,000 people signed onto a list of potential spaceflight customers.
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4.12 Flight Attendants The first thing that probably comes to mind when you hear Virgin Atlantic is their mildly eccentric, playboy CEO, Richard Branson. Maybe their sexy flight attendant uniforms. Definitely not Richard Branson wearing a sexy flight attendant uniform. Although he did once, after losing a bet. He also served drinks onboard. Virgin Atlantic took to the skies 30 years ago this Summer, and despite its rise in popularity, there remains a lot we don’t know about the airline’s humble past. Or about Virgin America (the 2007 US spinoff that Branson owns in part), for that matter. So to celebrate Virgin’s birthday, we compiled this list of 15 fun facts about both airlines.
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4.13 Shirt For unique Community t-shirts and gifts, look no further than these official cool, cool, cool Community designs. Stand out with one-of-a-kind Community tees and merchandise, featuring your favorite characters from Greendale Community College. Through six seasons lots of great designs featuring your favorite quotes and moments from the show have been created.
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4.14 Pen Packaging These are our top selling promotional pens. It’s tough not to notice they are all Pens. strength. Great as logo pens. Low prices, high quality and a guaranteed lowest total order cost make Virgin Galactic the best source for any promotional product that writes.
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4.15 Wall Banner Advertising Banners are the best way to let everyone know about your latest events and promotions. Whatever your advertising or promotional needs, we can print a custom banner just for you. Whether you have a new store location, a big sale or a new product line, you can get a custom banner here! The banners can be used indoors or outdoors to advertise for your event or promotion.
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4.16 Highway Billboard With traditional “print” billboards, you may be required to purchase a minimum number of spots (or otherwise be charged an exorbitant rate for a single board). This makes the cost of entry fairly high, especially for businesses that are new to the concept. Digital billboards, on the other hand, can usually be leased as single units. By rotating between several different ads, digital billboards are “shared” between multiple businesses. This can make the price much lower, especially in major cities like New York where a print billboard can cost as much as $50k – $200k for 4 weeks.
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4.17 Bus Stop Banner Business Banners are a great way to let the public know what is going on at your business. Whatever your business category, we can print a custom banner just for you! We have printed banners for all types of businesses including: Advertising, Agriculture, Churches, Construction, Corporations, Healthcare, Non-Profits and many more!
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4.18 Cup Each piece of Le Creuset dinnerware is crafted in the same careful process as all Le Creuset stoneware — with a colorful, durable exterior enamel that matches other stoneware flawlessly while protecting from utensil marks and scratches. Every plate, bowl and mug is designed to complement any collection of stoneware, and is finished with Le Creuset’s signature three-ring accent along the exterior.
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4.19 Gift Bag Virgin Galactic offers small gift bags for jewelry or gift items to large, bulk gift bags and shoppers for apparel or housewares. Our designs range from traditional looks to right-on-trend exclusives, so you can find the pattern that fits your business perfectly.
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