Virgin Galactic: Brand Guidelines

TABLE OF CONTENTS

1.0

THE BRAND

1.1 - The Founder 1.2 - The Story 1.3 - The Mission 1.4 - The Brand Adjectives 1.5 - The Competitors

THE IDENTITY

2.1 - Logo 2.2 - Logotype 2.3 - Clear Space 2.4 - Color Palette 2.5 - Incorrect Usage 2.6 - Typography 2. 7 - Photography

This section introduces the brand. The background about the company, its mission and the philosophy.

1.1 - THE FOUNDER

“In 1988 I went on the BBC TV show Going Live. I answered a call from young Shihan Musafer, who asked me: “Have you ever thought about going into space?”I answered: “I’d really love to go into space, as I think pretty well everybody would. When you see those magnificent pictures in space and the incredible views, I think there could be nothing nicer. So if you’re building a spacecraft I’d love to come with you on it.”After that call, in 1999 I set about registering the name Virgin Galactic. 26 years later, we have built the world’s first commercial spaceline. We are continuing our powered test flight programme, and have more than 700 Future Astronauts on board incredibly excited”.

Sir Richard Brandson Founder and CEO Virgin Galactic

1.2 - THE STORY

Virgin Galactic is part of Sir Richard Branson’s Virgin Group. Thanks to its sister companies, The Spaceship Company and Virgin Orbit, develop ing and operating a new generation of space vehicles to open space for everyone is close to being achieved. Virgin Galactic recognizes that the answers to many of the challenges we face in sustaining life on our beautiful but fragile planet, lie in making better use of space. Sending people to space has not only expanded our understanding of science, but taught us amazing things about human ingenuity, physiology and psychology. There is little that compares to the sense of awe that takes hold as we raise our eyes to the night sky. Despite the fact that millions of people would love to go and experience space, fewer than six hundred have been given that opportunity, and despite there being a common understanding of the benefits of space-based research, there are still only few scientists who have the chance to reap its benefits.

Year of Foundation 2004 Industry Space Tourism

1.3 - THE MISSION

Virgin Galactic will for the first time, offer every one the opportunity to become private astro nauts and experience the wonder of space for themselves. The company’s mission is to be the Spaceline for Earth, means we focus on using space for good while delivering an unparalleled customer experience. We recognise that improv ing access to space is a fundamentally challeng ing ambition. We will achieve it only in a spirit of collaboration and with a recognition that we must continually learn and keep always improve.

1.4 - THE BRAND ADJECTIVES

The following adjectives define the Virgin Galactic company’s unique position in the marketplace.

Key Adjectives

FAST SAFE INNOVATIVE REVOLUTIONARY PIONEERING ADVENTOURUS

1.5 - THE COMPETITORS

Virgin Galactic has two main direct competors: The Amazon Space Company, Blue Origin, owned by Jeff Bezos, and the famous Airplane company Boeing. The indirect competitors are the elite Jetsmarter and Etihad Airways.

Direct

Blue Origin

Boeing

Jetsmarter Etihad Airways

Indirect Aspirational

This section introduces the Virgin Galactic identity. It explains how to use the logo in a clear, controlled and consistent way across all media to convey the brand values of reliability, innovation and quality.

2.1 - THE LOGO

The Virgin Galactic symbol identifies the company with a modern and dynamic brand. It is a simple and inspirational design, communicating authen ticity, energy and intoducing a revolution into the space industry.

2.2 - CLEAR SPACE

To be most effective, the Virgin Galactic symbol should al ways be surrounded by the most precise prescribed minimum amount of clear space. This territory will set it off distinctly from any other accompanying copy, illustrative material, photogra phy, and other graphic ele ments. The recommended minimum distances that define this territory are derived from the identifier shown in the next page.

2.3 - COLOR PALETTE

The Virgin Galatic color palette work universally across the brand. It’s made up of four modern colors, that reflect the innovation and modernity of the brand.

White Virgin

PMS 663 CMYK 02 02 01 0 RGB 246 244 245

Green Atmosphere

PMS 548 C CMYK 91 39 52 32 RGB 0 94 96

PRIMARY SECONDARY

Blue Ocean

PMS Neutral Black C CMYK 98 74 51 55 RGB 0 41 60

2.4 - INCORRECT USE

Here are a few examples of practices and vari ations to avoid. Design and usage standards ensure that the Virgin Galactic brand is instantly recognizable however and wherever it is used.

A Gradient B Stroke

C Separate type and mark D Stretch Vertical

E Stretch Horizontal F Box

2.5 - PRIMARY FONT

For the Virgin Galactic identity, the typeface named Avenir has been chosen. It is a clean, modern sans-serif typeface that works well within the integrity of the brand.

Avenir Regular Oblique Heavy Uppercase Lowercase Numbers

2.6 - SECONDARY FONT

DIN NEXT LT PROV

Regular

2.7 - PHOTOGRAPHY

Photography is one of our most widely used and influential brand assets. High quality photos are critical to create the genuine and authentic Virgin Galactic comunication. By showing how we per ceive the sky, especially at night, Virgin Galactic wants to inspire future passengers to start shifting their perspective and curiosity. The Virgin Galactic photographies differentiate themselves thanks to the company satellities that obtain unique shots.

This section shows design examples of the Virgin Galactic ’s collateral and should be treated as inspiration for creating strong, distinctive and meaningful communications.

3.3 - PRINT ADS E-Ticket Printed Ticket

- MAGAZINE

This section is dedicated to show the new design direction of Virgin Galactic.

4.1 - SPACEPLANE

Virgin Galactic operates a reusable spaceflight system. This consists of WhiteKnightTwo, a jet-powered cargo aircraft that is used to lift the SpaceShipTwo spacecraft to release altitude. With an “open architecture” design and explicit plans for multi-purpose use, the aircraft could also operate as a zero-g aircraft for passenger training or micro gravity science flights, handle missions in high-alti tude testing more generally, or be used to launch payloads other than SpaceShipTwo.

White Knight Two

4.2 - SPACECRAFT VSS UNITY

The SpaceShipTwo was the world’s first passenger carrying spaceship to be built by a private compa ny and operated in commercial service. The first Virgin Galactic spaceship to enter service is VSS Unity. It is a SpaceShipTwo-class suborbital rock et-powered manned spaceplane.

- SPACECRAFT

VSS UNITY Interior

4.3 - SPACEPORT

Address County Road A021, Truth or Consequences, NM 87901

United States

4.3 - SPACEPORT Interior Design

4.3 - SPACEPORT

Interior Design

Interior Design

4.5 - SPACESUIT

Advanced textile design and technology designed for VG spacesuit.

This section introduces the future advertising plans for Virgin Galactic and its potential expansion.

5.1 - SPACEVIEW HOTEL

Virgin Galactic is looking forward to collaborating with luxory hotels in order to present their unique experience of being in space: by giving the op portunity to the public, through special events, to preview the experience of seeing what an astronaut sees in space.

Through this strategy, Virgin Galactic will increase people’s excitement and their brand’s awareness.

5.2 - PROJECTION MAPPING

Virgin Galactic will increase people’s curiosity and excitment through unique projection mapping in famous cities’ skyscrapers around the world.

5.3 - 360 EXPERIENCE

Virgin Galactic points to bring the experience in every possible platform. 360 videos and Virtual Reality will allow the public to immerse themselves in the unique experience of being in space.

Virgin Galactic Identity Guideline Copyright ©2018

All content for Virgin Galactic Brand Guidelines was conceived, designed, wrote,edited and produced by Chiara Martini. The pho tography was provided by Pixabay.com and Nasa.com. The 3D model was purchased on Turbosquid.com

ADV 370 Brand and Branding Academy of Art University Design Consultation

Ramiz Sheikh and Roger Muller

This book is a non-commercial work produced as a student project for educational purposes, and such is considered a derivative work under the Fair Use Clause of the US Copyright Law. Manufactured in the USA.

Copyright 2018 Chiara Martini