Pursuit Airline Brand Guide

Page 1

1

pursuit air

Brand Guide


Colophon

Š Rebecca Masiker, 2016 All designs created by Rebecca Masiker All statements written by Rebecca Masiker All graphics designed by Rebecca Masiker All photography taken by Rebecca Masiker Nutrition facts obtained through OnlineLabel Barcode obtained through Free Barcode Fonts, Brian Dobson Helvetica and Baskerville typefaces obtained through Adobe Systems

2


Table of Contents

3

Contents

Colophon Identity Primary Logo Unacceptable Variations Logo Alterations Acceptable use of logotype Typography Color Airline ticket Branded Materials Stationary Letterhead Business Card Livery

2 4 6 7 8 9 10 11 13 15 19 21 22 23


Identity

4

Pursuit Airline desires to be engaged with the middle- to low-class Americans who are frequent travelers for work, family activities, and so on. Pursuit aspires to provide exceptional, first-class customer service to passengers who may have a smaller budget in comparison to the upper-class. Pursuit strives towards providing excellent service at the economy pricing. Pursuit does not discriminate in service or values towards any economic class; each passenger receives the proper and genuine care they deserve from our staff. Pursuit desires to institute a nonhassle, outstanding flight experience that will calm the nerves of frequent fliers. Pursuit holds the highest regards towards reliability, and perseveres to demonstrating these goals for their passengers. While reaching for flight efficiency, Pursuit continues to uphold the highest standard for safety.


5

Logo and Typography


Primary Logo

6

Keep at least 1 increment of space around the traditional logo.

pursuit air

pursuit air

pursuit air

pursuit air Title appears lowercase with the lotus symbol.


Unacceptable Variations

7

Pursuit Airline

pursuit air

pursuit air

Do not

pursuit air

Capitalize the typography. Pair two different colors together. Insert new words. Examples include using “airline” instead of “air.” Reproportion the logotype and symbol. Keep the original proportion.


Logo Alterations

8

JOHN TRAVELER pursuit air

DALLAS, TX HOUSTON, TX DEPARTURE

ARRIVAL

22 Sep 9:45 AM 11:15 AM

The traditional logo may be altered to create aGATE AA 3403 L visual dynamic within the composition. BOARDING ZONE

PNR LOCATOR

NNWHBE TRACKING

D3 2.207.365

These slight changes in form and scale take precedence in the design themes of Pursuit.

Always use “air” instead of “airline” when composing the logo. “Airline” is SEAT only written when the official company name and website is used. “Pursuit Air” or “Pursuit” is what the company is commonly referred to.

24C

JOHN TRAVELER Seat 24C

DEPARTURE

ARRIVAL

GATE

PNR LOCATOR

BOARDING ZONE

TRACKING

22 Sep 9:45 AM AA 3403 L D3

11:15 AM NNWHBE

2.207.365


Acceptable use of logotype

pursuit air Pursuit’s specific blue swatch color and typography

pursuit air The reversal of the previous example is also approved.

pursuit air Pursuit’s black swatch color.

9


Typography

10

Primary Helvetica Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxy 1234567890!@#$%^&*(),./\<>? Helvetica Regular ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxy 1234567890!@#$%^&*(),./\<>?

Secondary Baskerville Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxy 1234567890!@#$%^&*(),./\<>? Baskerville Regular ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxy 1234567890!@#$%^&*(),./\<>?


Color

C= 100 M=82 Y=36 K=25

11

C= 0 M= 0 Y= 0 K= 0

C= 0 M= 0 Y= 0 K= 100

Pursuit’s blue swatch color is the main logo and typography color choice. White and black are secondary color choices.


12

Application


Airline Ticket

The airline ticket is a double-sided document complete with a borded stub. The dimensions should be 8 in. x 3 in. Helvetica and Baskerville are both used. An abstracted version of the logo grows from the hierarchical bars. This alteration is a common theme in Pursuit’s branding.

13


14

JOHN TRAVELER pursuit air

DEPARTURE

ARRIVAL

22 Sep 9:45 AM 11:15 AM GATE

PNR LOCATOR

AA 3403 L NNWHBE BOARDING ZONE

TRACKING

D3 2.207.365

SEAT 24C

JOHN TRAVELER Seat 24C

DEPARTURE

ARRIVAL

GATE

PNR LOCATOR

BOARDING ZONE

TRACKING

22 Sep 9:45 AM AA 3403 L D3

11:15 AM NNWHBE

2.207.365

pursuit air

DALLAS, TX HOUSTON, TX


Branded Materials - Water Bottle

15


16

The water bottle label utilizes abstract forms and creates typographical hierarchy with Helvetica. The dimensions should be 9 in. x 2 in. Only Helvetica is used with varying point sizes. Alignment points are strongly taken into consideration. The source and ingredients are made prominent, adjacent to the recycling information and brand website.


Branded Materials - Cookie Box

This cookie box is put together through a cut-out template. Phrases are scattered on a few sides of the box to appeal to the culture and values of Pursuit.

17


Branded Materials - Cookie Box

18

Oatmeal Raisin

Affordable, Quality, Pursuit.

pursuit air Nutrition Facts 5 servings per container Serving size Amount Per Serving

Calories

(100g)

522

% Daily Values*

Total Fat 26g Saturated Fat 4g Trans Fat 0g Cholesterol 43mg Sodium 348mg Total Carbohydrate 61g Dietary Fiber 2g Total Sugars 30g Includes 0g Added Sugars Protein 4g

Oatmeal Raisin Cookies

33% 20% 14% 15% 22% 7% 0% 8%

* The % Daily Value (DV) tells you how much a nutrient in a serving of food contributes to a daily diet. 2,000 calories a day is used for general nutrition advice.

NET WT 9 OZ

Please Recycle.

Thank You for flying with us.

Visit us at www.pursuitairlines.com to review your trip. pursuit air

Like the water bottle, this form includes Helvetica and abstract forms. The flat plan is 10.5 in x 7.5 in. Only Helvetica is used with varying point sizes. Alignment points are strongly taken into consideration. A courtesy thank you is added, to make the guests feel welcome.


Stationary

19


20

Pursuit’s stationary incorporates the altered logo and the solid blue theme. The dimensions are 9.5 in. x 4.125 in. A space is marked for the name and address for recipient.


Letterhead

21

A combination of the traditional logo and letterhead is used.

David Smith Department of Safety

pursuit air

4200 Genesee Street Buffalo, NY 14226 USA

To whom it may concern, Lorem ipsum dolor sit amet, consectetur adipiscing elit. Sed porttitor ut mauris nec facilisis. Proin elementum interdum felis in molestie. Aliquam dapibus, nibh id facilisis lacinia, metus neque egestas dolor, sit amet faucibus erat tellus finibus tortor. Vivamus magna velit, pellentesque in laoreet non, tincidunt ac nulla. Ut euismod id eros sit amet dignissim. Vivamus sit amet leo urna. Mauris vitae enim semper, rutrum justo ut, porta purus. Mauris laoreet aliquet ipsum, at venenatis justo pulvinar sed. Donec vehicula porta ullamcorper. Vivamus rhoncus congue leo, dapibus luctus velit laoreet et. Nunc quis aliquet urna. Suspendisse at tellus a urna hendrerit vehicula. Morbi sodales malesuada elit nec semper. Nullam dictum quam vitae ultrices semper. Sed euismod commodo mi. Phasellus porta, diam congue iaculis tincidunt, leo metus hendrerit nisi, at congue magna urna sed odio. Pellentesque eget sapien pellentesque, iaculis eros sed, vestibulum urna. Aliquam ac luctus lacus. Curabitur id eros vel ipsum tincidunt ornare. Cras ac dolor ac elit blandit ullamcorper. Sincerely, David Smith.

www.pursuitairlines.com • 716.630.6000

Company website and phone number are included.


Business Card

22

David Smith Department of Safety

716.630.6000 smith@pursuit.com

pursuit air

4200 Genesee Street Buffalo, NY 14225 USA

pursuit air

Pursuit’s business cards incorporate both the traditional logo and logotype. The dimensions are 3.5 in. x 2 in. Helvetica used primary information, while Baskerville is used for the secondary. The back of the business card matches the back of the airline ticket.


Livery

23

pursuit air

Pursuit’s livery incorporates both the altered logo and the blue swatch color logotype. An opaque blue wash is painted on the airplane, with the logotype prominent on the underside.


24


Turn static files into dynamic content formats.

Create a flipbook
Issuu converts static files into: digital portfolios, online yearbooks, online catalogs, digital photo albums and more. Sign up and create your flipbook.