Air India Brand Guideline by Rachita Agarwal

Brand Guidelines Corporate Identity 2017 | AIR INDIA

Contents Introduction

Our Brand: Air India Brand Values

1.0 Logo

1.1 Elementsand Usage 1.2 Minimum Clearance 1.3 Logo Backgrounds 1.4 Unacceptble logo 1.5 Co-branding application 1.6 Brand Sub-divisions

2.0 Typography 2.1 Type weights 2.2 Typestyles

3.0 Visual Language 3.1 Colour Palatte 3.2 Pattern

4.0 Mascot 5.0 Visual Representation 5.1 Livery exterior design 5.2 Ground handeling vehicles 5.3 Check in counter 5.4 Uniform design 5.5 Cabin / Inflight 5.6 Corporate stationery 5.7 User Interface

Brand Guideline | AIR INDIA

Our Brand : Air India Air India is the National carrier airline of India known for its efficiency, consistency and professionalism. We emerging with renewed & better services with ambitious plans to create a wide international network after becoming the 27th Star Alliance member. Our vision is to be the leader in Indian aviation and India’s Ambassador to the world.

At the core of our brand “We care, we connect”. These words describe the passion and expertise that we set out to demonstrate everyday. We are proud to make our guests travel a pleasure by providing them safety, reliability, comfort and on-time performance.

Passion Our highly motivated and professional team are always looking to improve our guests travel experience

Hospitality We are renowned for reaching out our guests with a heart-warming spirit. We take good care of them, that is our indian hospitality.

Connectivity

Safety

We make things happen by bringing people together, and provide the best and most efficient network.

We ensure the wellbeing of our guests by assuring them a secure and hassle free experience.

1.0

The Logo

1.0 The Logo Meaning behind the logo : The symbol in the logo depicts is an abstract derivation from a Kite. Kite flying in India is a very popular, fun and delightful festival also referred as Makar Sankranti. Like many other Indian festivals, it also has history and cultural significance attached to it. It is a festival of creating bonds with friends and family. The logo embodies the spirit of flying high. It has an infused contemporary indian feel to it. Its strong and bold with curved edges portraying the strength and friendliness nature of the brand.

Brand Guideline | AIR INDIA

1..1 Logo Elements and Usage

1- line logo

AIR INDIA

The logo comprises of the symbol and the corporate name. The logo appears on all of the companyâ&#x20AC;&#x2122;s visual communications, including the livery, corporate stationary, signage etc. It represents more than just a name. It is the primary means of identifying the company and the brandâ&#x20AC;&#x2122;s presence in the marketplace. Appropriate use of the logo is necessary for maintaining the integrity of the brand and presenting a unified image of the company.

2- line logo

AIR INDIA Alternate use Monogram :

Brand Guideline | AIR INDIA

1.2 Minimum Clearance The Logo should always be surrounded by a generous amount of open space to keep it free of any visually distracting elements.

1- line logo

Typographic or photographic material should not infringe on the imaginary clear space indicated as the grey space around the logo.

AIR INDIA x

8x 3x

Brand Guideline | AIR INDIA

2 - line logo

AIR INDIA 8x

Minimum size -

AIR INDIA

In print, do not use the logo with the seal smaller than 18mm wide.

Brand Guideline | AIR INDIA

1.3 Logo Backgrounds The preferred appearance of the logo is on Air Indiaâ&#x20AC;&#x2122;s Red background. Although Air India Blue is also permitted. The sealed logo may not appear on any other background. For colourful background or images, the white- symbol must be used as the monogram.

AIR INDIA

AIR INDIA 09

Brand Guideline | AIR INDIA

1.4 Unacceptable Logo

No other colour variations of Air India logo, other than the shown previously, are permitted.

AIR INDIA

Examples shown here demonstrate a few, but not all, petential misuses of colour applied to the logo. Please do not modify the logo in any other form other than the given lockup.

AIR INDIA AIR INDIA

Brand Guideline | AIR INDIA

1.5 Co-branding with Star Alliance Network This page illustrates the preferred lock-up for Air India logo with Star Alliance Member logo. Below given are preferred marks for marketing collaterals materials.

AIR INDIA A

Brand Guideline | AIR INDIA

AIR INDIA

DOMESTIC AIR INDIA

INTERNATIONAL

1.6 Brand sub-divisions Although Air India Domestic and International sections are different in all airports, the following lockup must be used as signboards for way finding purposes. Please note that the parent brand logo for Air India should always have a background colour, ideally red. This lockup must be used for all other subsidiaries or sub divisiions for the brand.

AIR INDIA

CARGO

2.0

Typography

2.1

Brand Guideline | AIR INDIA

Typography

Air india primary typeface, Proxima nova combines modern propoStions with a geometric appearance. Proxima nova was chosen to reinforce and accentuate the clean and modern aesthetic of the brand.

Proxima Nova Extrabold | Bold

Open sans with its open forms, neutral yet friendly appearance is excellent to use as copy text or sub heads. Highly legible on screen and at small sizes makes it an excellent choice for secondry typeface.

ABCDEFGHJIKLMNOPQRSTUVWXYZ abcdefghjiklmnopqrstuvwxyz 0123456789!@#$%^&

No substitution of these are acceptable. Exceptions may appear in Air India Inflight magazine.

Open Sans Bold | Regular

ABCDEFGHJIKLMNOPQRSTUVWXYZ abcdefghjiklmnopqrstuvwxyz 0123456789!@#$%^&

Brand Guideline | AIR INDIA

Poppins Bold | Regular

Devanagari font for Air India is â&#x20AC;&#x2DC;Poppinsâ&#x20AC;&#x2122;, it is the closest to proxima nova in terms of visual similarity and should be used within the Air India Brand. Although devanagri has been used only for informative purposes like safety manual and instructions on aircraft and not on boarding pass. The folllowing two versions have been chosen for usage. Ensure that Arabic numerals are used as opposed to Hindi numerals as illustrated.

1234567890

Brand Guideline | AIR INDIA

2.2 Typestyles

To ensure communications are consistent, a set of typestyles have been set to treat headlines and body copy.

Title Heads (Ads)

Proxina nova ExtraBold

Head

Proxina nova Bold

Body

Open Sans Regular (adjusted leading for body, no adjustment for extended copy)

Sub-head

Open Sans Bold

Numbers

Open Sans Bold/ Semibold / Regular

INDIA, MEET THE DREAM! Air India brings home the B-787 Dreamliner the worldâ&#x20AC;&#x2122;s most advanced aircraft.

1234567890

3.0

Visual Language

3.1

Brand Guideline | AIR INDIA

Colour Palatte

Air India colour palatte consists of a Primary colour palatte and a Secondary colour palatte.

White opaque

RBG : BA2126 CMYK : 19 |100 |100 | 9

PANTONE 615C

RBG : 0D0D4D CMYK : 100 |100 |31 | 42

RBG : D8CE8D CMYK : 17 |13 |53 | 0

Brand Guideline | AIR INDIA

According to the colour propotions, red should be the most dominating colour. For reds, colour value should be solid opaque. Whereas, blue white, black and gold may have opacity changes as mentioned.

# 6D0C0C # 970000

# 040430 # 040430 18%

# 000000 # 000000 5%

# A69788 # A69788 18%

3.2 Pattern

Pattern is one of the main elements in Air Indiaâ&#x20AC;&#x2122;s brand identity. They are intended to be repeatable, to be used in a wide variety of applications. The inspiration comes from the logo, geometric indian textile and connecting lines. The pattern has been applied on following - as textile print on seat head, cushions and pillows covers, uniforms, aircraft graphic. It can also be used as elements of interior architecture in the lounges.

Brand Guideline | AIR INDIA

3.3 Iconography

Air India icons are visually consistent on all there interfaces like app, website and inflight entertainment. The shape have rounded edges and have major amount of fill rather than just strokes.

4.0

The Mascot

4.0 The Mascot

Air Indiaâ&#x20AC;&#x2122;s personality or archetype is combination of a Ruler and a Caregiver. The ruler is driven by their desire for power and control. Whereas a caregiver is driven by their need to protect and care for others. They are compassionate, generous and strong. Our Maharaja is confident, responsible and fair. He speaks authority and spread the idea that he is the lead in his field. He is protective and provides support to their customers with warmth and hospitality. Although he began merely as a rich Indian potentate,

Brand Guideline | AIR INDIA

symbolizing graciousness and high living, Or maharaja now is down to earth, charming and fun to be around. He has a welcoming and asmiling face with his outsized moustache and the striped turban. He believes in comfort, wears a kurta with his Kolapuri chappals. Air Indiaâ&#x20AC;&#x2122;s Mascot must be used as an advertising tool. It will also be present in all digial interfaces for Air India such its app, website, interactive screens in the aircrafts and self check-in kiosks.

5.0

Visual Representation

5.1

Livery Design

Airplane graphics is one of the most important element to represent Air India. The aircraft exterior design consists of combination mark of Air India with its iconic pattern on both sides of the engine. Air India symbol has been placed in the centre of the tail fin for easy recognition.

Brand Guideline | AIR INDIA

5.2 Ground Handeling Vehicles For brand recognition it is important to make sure the symbol is everywhere. Here are some examples for the ground handeling vehicles at the airport.

Brand Guideline | AIR INDIA

5.3 Check in counter We placed the mascot and Air India’s logo for immediate identification for digital kiosk. The interface is neat and clean for faster interactions, and consistent use of Air India’s colour palatte. Air India’s check in counter screens and other screens are red and white, which makes it legibile even from far distances.

Brand Guideline | AIR INDIA

5.4 Uniform design

Air Indiaâ&#x20AC;&#x2122;s uniform ensures comfort for our staff and employees and portrays a perfect blend of Indian and western style dressing. Each off them wears Air Indiaâ&#x20AC;&#x2122;s symbol badge, and pattern being the consistent element in all the uniforms. International cabin crew air hostess wears a saree to represent Indian culture all over the world. Whereas our A-line dresses for domestic cabin crew air hostess ensures comfort thoughout the Air travel. Men on the other hand, wears a basic white shirt, consistent for all the uniforms. Paired up with a tie, a formal blazer look, and an Indo western Jacket look.

Brand Guideline | AIR INDIA

The material of the fabrich is very comfortable. Itâ&#x20AC;&#x2122;s a combination of cotton and velvet. Has a soft, smooth and rich layered texture which makes the pattern look classy and indian at the same time.

5.5 Cabin / Inflight

The interior of the airplane has classic Air Indiaâ&#x20AC;&#x2122;s red seats for economy and a little bit of gold as seat head patterns. Business class have blue and red as its colour palatte. Since blue colour in aviation is associated with being relaxed and peaceful, it provides our business class passengers a trustworthy feeling. For First class, it has a premium colour palatte, gold being the dominant and and pops of red as cushion covers and catering napkins.

Brand Guideline | AIR INDIA

5.6 Corporate Stationary and Collateral Primary Air India red has been used in all commonly used stationery like letterheads, id cards, envelop and business cards. We have colour distinction between our economy, business and first classes. The boarding pass showcases the same. Air Indiaâ&#x20AC;&#x2122;s primary red has been used for economy class, whereas business and first class are blue and gold respectively with patterns to to give it a bit of premium look.

Brand Guideline | AIR INDIA

5.7

App Interface

Air Indiaâ&#x20AC;&#x2122;s app is user friendly and easy to use. It opens up with our charming Maharaja greeting with a smile. The home page screen includes all the quick and necessary links like- book a flight, flight status, check in options, travel info, flight schedules and flying return options. The Maharaja below keeps on interacting with the guest by letting them know the latest offers and deals.

Brand Guideline | AIR INDIA