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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
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Table of Contents
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Contents
Colophon Identity Primary Logo Unacceptable Variations Logo Alterations Acceptable use of logotype Typography Color Airline ticket Branded Materials Stationary Letterhead Business Card Livery
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Identity
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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.
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Logo and Typography
Primary Logo
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Keep at least 1 increment of space around the traditional logo.
pursuit air
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pursuit air Title appears lowercase with the lotus symbol.
Unacceptable Variations
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Pursuit Airline
pursuit air
pursuit air
Do not
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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
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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.
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Typography
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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
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C= 0 M= 0 Y= 0 K= 0
C= 0 M= 0 Y= 0 K= 100
Pursuitâ&#x20AC;&#x2122;s blue swatch color is the main logo and typography color choice. White and black are secondary color choices.
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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 Pursuitâ&#x20AC;&#x2122;s branding.
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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
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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.
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Branded Materials - Cookie Box
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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
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Pursuitâ&#x20AC;&#x2122;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
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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 â&#x20AC;˘ 716.630.6000
Company website and phone number are included.
Business Card
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David Smith Department of Safety
716.630.6000 smith@pursuit.com
pursuit air
4200 Genesee Street Buffalo, NY 14225 USA
pursuit air
Pursuitâ&#x20AC;&#x2122;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
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pursuit air
Pursuitâ&#x20AC;&#x2122;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.
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