ŠCopyright 2018 Karolina Edgren, Maiken Krohn and Karolina Lang. All content for The Concorde Brand Guidelines was conceived, designed and produced by Karolina Edgren, Maiken Krohn and Karolina Lang. Research and strategy by Maiken Krohn, Art Directed and designed by Karolina Edgren, writing and editing supplemented by Karolina Lang. Photography provided by: Nicholas Shirley (brightwoodphotos.com) Navin Ravichandran (navinravichandran.com) Some of the photographs and images were downloaded from unsplash.com and are used in accordance with thier License. Design Consultation: Roger Muller, ADV 370 Brand and Branding Academy of Art University. The book is a non-commercial work produced as a student project for educational purposes, and as such, is considered a derivative work under the Fair Use Clause of the US Copyright Law.
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Welcome passengers. You’ve
A future wher
Concorde gives you an experience where you se
A new
It looks bright, doesn’t it? Lea
Explore t
It’s beaming, isn’t it
e entered the future of traveling.
re time is valuable. Where time is vulnerable.
ee it in a new dimension.
w light.
ave the past behind.
the future. Catch a glimpse of it.
t?
01 02
Branding objective
03
04 05
The history
Analysis
Brand review
Visual development
06
System
07
Look and feel
08 09
Merch
Business extentions
History Nov. 29, 1962: The French and British governments sign an agreement to jointly design and manufacture the first commercial supersonic jet. Research to that effect had begun as early as 1958. March 2, 1969: After years of tests, the French-built 001 prototype Concorde makes its maiden flight, a 42-minute circle trajectory from the airport of Toulouse. British prototype 002 makes its maiden flight a month later. Jan. 21, 1976: British Airways begins its first regular Concorde service from London to Bahrain. Air France begins a service from Paris to Rio de Janeiro. April 14, 1989: British Airways safety officials order checks on all the British Concorde fleets after one plane loses half its rudder over the Tasman Sea but lands safely. It’s the first major incident in more than 20 years of flying.
They did a flight that went well. Then 9/11 happened. That day, Concorde lost 40 of its most frequent flyers. The business community stopped flying over the Atlantic. Feb. 19, 2003: An Air France Concorde carrying 56 people to New York from Paris makes an emergency landing in Halifax, Nova Scotia, after an engine malfunction. April 2003: British Airways and Air France announce the plane will be retired due to falling passenger revenue and rising maintenance costs. Oct. 24, 2003: British Airways runs its last commercial flight from New York to London with 100 celebrities, VIPs and reporters on board. Air France retired its fleet in May.
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July 25, 2000: An Air France Concorde crashes just after take-off from Paris Charles de Gaulle airport, killing all 109 on board and four people on the ground. Air France suspends all Concorde flights
until the end of the enquiry over the crash. They relaunched it in 2001: Modifications with gears and other parts of the plane would lead to a much higher level of security. British Airways spend a lot of money on the interior. Calm, sophisticated and the best British quality possible.
Chapter 1
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History
9
Yesterday’s moodboard
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Concorde was once considered a luxurious airplane, however the interior was necessarily not. The visual experience Concorde wanted to convey was supposed to be elegant and extraordinary, but would often be perceived as the opposite.
Chapter 1
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History
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Chapter 1
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History
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Todays moodboard The main focus for the new personality of Concorde is to deliver the futuristic and exceptional feeling in as many aspects possible, everything from design to the overall service. Concorde is constantly challenging speed and time, making sure the customer experience it in a new dimension.
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Rebranding
g objective
New brand direction Concorde are going to use its futuristic advantages and position the whole brand around this specific aspect. The aircraft represents futurism and extraordinary experiences and Concorde will have this as their main focus. These keywords will be implemented in the interior as well as the products used on board.
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Concorde are going to sell their models to Boeing, a world leader in terms of design, manufacturing and delivering aerospace product. This gives other airlines the ability to buy the model and be a part of the futuristic and new movement.
Chapter 2
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Rebranding objective
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Chapter 2
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Rebranding objective
Mission Concorde is a company that push the boundaries in terms of distance and time. Efficient and futuristic traveling that gives you an experience unlike anything else.
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The flying experience is going to be something out of the ordinary for pas
Extraordinary
It should feel purposeful and exceed customers expectations
Impressive
The new features Concorde provide are well e
examples of the new futuristic, innovative
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and immaculate technology of the 21st century.
Chapter x
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Analysis
ssengers.
Suggestive
The visual theme is understated slick and seductive.
Concorde offers something original and
Exclusive
that’s yet to be competed with.
executed and shows
Futuristic The journey is enhanced by the futuristic exterior and interior.
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Chapter x
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Analysis
Analysis
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Headline
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Rioruptasi totatib ercient occuptaquae num aborepe dipicil invelendandi ad ellores dolore officit omnitatecto custio. Ut dercim nime volut apel in non con non nonectur aut repratempe illanduci od exerit laut et volenis cus molupta sperferro illacea sinvere ritatus. Nus ellaut aut ut eos aut laborio bea velenientis eum con cupta earum int faceperfere eseque pelique nullorectius et eumquo velende ssitaque nit qui cone si aut dolorum cone con repuda
Chapter x
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Analysis
Market analysis Concorde is a technology development that was before its own time. A rebranding and relaunching would mean an increased level of security and a better standard overall of the manufacturing and interior. Thanks to reliable and resourceful technology and research, this is a possible mission. In order to prevent any accidents, Concorde is making substantial modifications for the future to ensure customers safety. Boeing is the largest aircraft manufacturer in the world and cutting-edge when it comes to technology to escape Earth’s gravity. “Boeing has and will take humans and technology farther than they’ve ever been”. Concorde is going to push them in that direction. When it comes to the regular travelers needs, being able to fly with the possibilities and the experience that Concorde offers, have great market opportunities. Due to increase in globalization, the need for fast and convenient transportation is now even bigger. Concorde is the sole provider of this type of journey and has no known competitors within that field. Due to the increase in globalization, flying long distance in such short time, enables you to spend time on what is valuable. The experience that Concorde offers is something totally unique.
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When it comes to the regular travelers needs, being able to fly with the possibilities and the experience that Concorde offers, have great market opportunities. Due to increase in globalization, the need for fast and convenient transportation is now even bigger. Concorde is the sole provider of this type of journey and has no known competitors within that field. Due to the increase in globalization, flying long distance in such short time, enables you to spend time on what is valuable. The experience that Concorde offers is something totally unique.
Competive analysis
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During the time Concorde was active, there were no other civilian supersonic aircrafts on the market. It has not been replaced either. Therefore there are no competitors in the exact same field but instead adjacent competitors.
Chapter 3
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Analysis
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Chapter 3
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Analysis
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Adjacent competitors Dreamliner The dreamliner creates opportunities for airlines to improve the air travel experience. It has lower oWperation costs, higher revenue potential and visionary design. A better customer experience is provided through improved circulation, bigger windows and a calmer cabin thanks to reduced noise and pleasant lighting.
Private jet The target audience for private jets and Concorde are much like each other. Both of them are valuing the extraordinary and exclusive experience and the feeling of being part of something very few are. Gulfstream Gulfstream engineers, manufactures and services the world’s finest business aircraft.
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Emirates Their brand strategy does not only involve marketing and sponsorships, but everything they do including product innovation and service delivery. For most people, flying with an airline is not exactly pleasant or memorable. This has clearly inspired Emirates. They’ve taken a rather mundane experience and it turned into something people enjoy. Guangshen Gang XLR A high-speed railway line opened in 2018, that connects Beijingand Hong Kong (Kowloon) via Guangzhou and Shenzhen. The journey that lasted for an hour is now shortened to 14 minutes.
Aspirational competitors Hyperloop A vehicle that floats above the track using magnetic levitation, built on columns or tunneled below ground. It glides at airline speed for long distances due to ultra-low aerodynamic drag. BOOM XB1 is the first independently developed supersonic jet—and history’s fastest civil aircraft. Mercedes Benz F 015 Luxury in Motion The driverless has many futuristic features, like screen computers and gesture reading.
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Terrafugia TF-X It’s the first fully autonomous flying car. The TF-2 will use the latest technology in electric propulsion.
Chapter 3
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Analysis
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Chapter x
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Analysis
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Strenghts After Concorde was discontinued in 2003, it still owns the position as the fastest civilian aircraft. The opportunity of being able to fly a long distance flight in short time opens up to a broader audience, such as business people and day travelers. We also believe that when spending less time on transport, you can spend time on whatever is more valuable.
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It's speed
Iconic position
Perfect for business/ daytravel
Haven’t been replaced by another brand after its dead
Enable new destinations
Embrace the futuristic and extraordinary feeling
Sell to Airbus
Use the position of not having competitors
New technology can solve the struggle with noise and decrease the environmental impact Trough the speed of time
Rising global
Chapter x
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Analysis
Expensive operation and tickets
Consumes a lot of fuel
Loud noice
The overall experience didn’t speak extraordinary
Limited destinations
Internet makes people not dependent on travel in the same way New entrants in the market
Optional transportations
Growing environmental movement
lization
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Personas
Chapter x
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Analysis
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Chic lady
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Retired 68 year old woman, living in London, divorced from her husband since 15 years. Likes brands such as LancĂ´me, Nespresso and Fendi. Values self care, make gatherings for friends and have dinner at nice restaurants.
“I highly value excellent service and the close accessibility to my children working in New York. Concorde is where I feel the most comfortable.�
Chapter 4
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Personas
Female CEO
Working on one of the world’s most popular fashion magazines, lives in Paris, married with two kids. Likes brands such as Marni, Bentley and Hermes. She values spending time with her kids, working out and having a neat home.
“Flying Concorde makes me being able to spend less time on a plane and more time with my family. I also love the atmosphere in a Concorde, it’s a good place for inspiration.“
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Financial Man
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A 53 year old, former Wall Street veteran, living in New York, married with two sons. Likes brands such as Tom Ford, Hublot and BMW. Values good wine, golf trips with his colleagues and getting his sons’ careers on track.
“Concorde is the best option for my business trips, I can have an important meeting in London before lunch and be back in New York for dinner with my wife.”
Chapter 4
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Personas
Aspirational Techy
26 year old man, living in San Francisco, recently got a new great position at Google and is single. Likes brands such as Apple, Patagonia and Tesla. He values hard work, his career, to stay fit and have the latest technology system.
“New technology is one of my biggest interests! When traveling, either for business or vacation, I prefer paying a bit extra for the experience.�
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Visual identity review
Chapter x
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Analysis
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The old
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Concorde was a technology development in the extreme forefront of its time. However, its futuristic technology and features was not implemented in their design and the overall customer experience, which instead could feel stiff and cramped.
Chapter 5
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Visual brand review
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Chapter x
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Analysis
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The new Concorde appeals to those who appreciate an extraordinary experience the whole way through. By implementing our keywords; Extraordinary, Impressive, Futuristic, Suggestive and Exclusive, it will come to life. You will feel that you are a part of something special, that is embracing the future, in both design and experience.
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Visual Development
Chapter x
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Analysis
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Chapter x
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Analysis
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Chapter 6
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Visual development
53
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Logo mark
Chapter 6
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Chapter 6
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Visual development
Combination mark
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Chapter 6
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Visual development
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Chapter 6
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Visual development
Simulair logos
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System
Chapter x
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Analysis
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In-line
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Logo and wordmark is always used together when scale allows. If scale becames smaller than 1 inch, only use the logomark.
Chapter 7
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Analysis
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Chapter 6
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System
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Clearspace Always give the logo plenty of room to breathe. This will help to ensure our logo’s visibility and legibility. The minimum required distance from the logo for placement of text or graphic elements must be the height of the wordmark surrounding the invisible box around the logo. The rule applies to any and all uses of the logo. The clearspace rule should be maintained as the logo is proportionately enlarged or reduced in size, both in digital and printed versions.
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Variations
Chapter 7
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Visual development
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Chapter 7
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Dont’s
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Chapter x
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Analysis
Look and feel
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Type Headline The typeface Concorde uses for headline is Michroma. This typeface represents the rounded-square sans genre that is closely associated with a 1960s feeling of the future. Just like Concorde itself.
Cap-Line X-Height
Baseline
M
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Aa Bb Cc Dd Ee
Chapter 7
74
Look and feel
ichroma Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Xx Yy Zz
A 75
Cap-Line X-Height
Baseline
Marcel
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Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq
Chapter 7
A 76
Look and feel
lius
Type body The typeface Concorde uses for body copy is Marcellus. This elegant flare-serif communicates Concordes luxurious and beauty,
q Rr Ss Tt Uu Vv Xx Yy Zz
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Type display The typeface Concorde uses for display is Longhaul. This bold and futuristic font gives Concorde that extra edge.
Cap-Line X-Height
Baseline Descender
Lon
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Aa Bb Cc Dd Ee Ff Gg Hh
Chapter x
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Analysis
nghaul
h Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Xx Yy Zz
A 79
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Color palette
Chapter 7
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Look and feel
#ffffff
PMS: Bright White C: 0 M: 0 Y: 0 K: 0
#69c7e4
PMS: 3545 C C: 58 M: 0 Y: 9 K: 100
#000000
PMS: black c C: 100 M: 100 Y: 100 K: 100
#203c7f
PMS: 2146 C C: 100 M: 84 Y: 17 K: 3
#9c4f99
PMS: 513 C C: 47 M: 78 Y: K:
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Voice
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Concord voice is based on the extraordinary experience we will give the customer. Speed and time is portrayed through intimate, serene and suggestive visuals and storytelling where the feeling of space is always present.
Chapter 7
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Look and feel
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Chapter 7
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Look and feel
Photostyle Concordes photography is communicating a futuristic and extraordinary feeling. The photos and lightening follows Concordes colours palette, blue, purple, black and white and supports the key brand words: Extraordinary, impressive, suggestive, exclusive and futuristic
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Advertising then
Chapter 7
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Look and feel
Advertising now
Future is back
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Chapter x
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Analysis
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Website concorde.com
Destinations Status Manage Help
trough th
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Departure
Chapter 7
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Look and feel
he speed of time
Arrival
91
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Stationary System
Chapter 7 x
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Look and feel Analysis
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Ticket
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You scan your fingerprint at the check in. This will be used as your ticket when boarding.
Chapter x
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Analysis
95
Merch
Chapter x
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Analysis
97
Trough the speed of time
Anti Age Face Cream
Chapter 8
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Merch
99
Chapter 8
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Merch
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Sunglasses
101
Business extentions
Chapter x
102
Analysis
103
Phase 1
Concorde is going to have fast track at airports, for all
Offer passengers to use Google Daydr
Collaborate with Acne Studios for the staff clothing.
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You’ll be able to watch movies with
Collaborate with Obscura digital to cre
Chapter 9
104
Business extentions
passengers. This goes hand in hand with their mission to put focus on speed and time efficiency.
ream View during flight to enrich their experience.
Collaborate with Bozhinovski design for the interior onboard Concorde.
Collaborate with Sonos for the sound inside the plane.
h VR glasses.
Collaborate with Samsung touch screens.
eate artistic light inside the aircraft and in the lounges.
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Collaborate with American Express and earn Concorde po
Fast food by Concorde.
Make their own suitcases, that’s going to be sold at luxury department stores.
Collaborate with Elon Musk for fut
Kids tech camp by Concorde.
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Skincare products line t
Have a Daft punk gig hosted by Concorde.
Chapter 9
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Business extentions
Phase 2
oints on everything you shop, which you can later use when purchasing your next flight.
Make a Concorde tech magazine.
ture development.
Concorde art exhibitions.
Concorde tech fest.
that comes in a Concorde designed toiletry bag.
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Phase 3
Organize trips to space.
Lux
Have their own jewellery line.
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Watc
Anti ageing cream, fighting the speed of time.
Chapter 9
108
Business extentions
Concorde tech University.
Concorde branded high-speed trains.
xury and high tech hotels at destinations where Concorde flies.
Have their own makeup line.
Concorde design store.
ches (with a twist) focusing on the aspect of time in an innovative way and design.
Coffee table photo books.
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VR glasses
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On board Concorde you will be offered an extraordinary experience that separates them from other airlines. They are making sure you experience the latest technology in a new dimension. Instead of watching a movie on a screen attached to the seat in front of you, you will be able to shut out the you surrounding and watch it through VR glasses, for a maximized experience.
Chapter 9
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Business extentions
111
Chapter 9
112
Business extentions
Art exhibitions Concorde is going to have their own art exhibition that will reflect the aspects of time, speed, space and future. How does time affect us and how does it shape us as humans when we live in a world that constantly changes? The exhibition wil l awaken existential questions.
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Kids tech camp
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As the demand for talented coders, game developers, robotics engineers, and designers continues to increase, Concorde is going to offer tech camps in science, technology, engineering, and math for kids and teenagers. The Concorde tech camp teach skills for future careers, where you learn valuable skills in problem-solving, creativity, and collaboration.
Chapter 9
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Business extentions
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Chapter 9
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Business extentions
Concorde tech University Concorde wants to provide education in technology for all ages. Therefor Concorde will start their own tech University, offering the latest education in technology. They are going to prepare students to be in the forefront for what our future will bring. All the graduating students will get an equal chance to apply for a first job at Concorde.
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Chapter 9
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Business extentions
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