Brand Guideline 2018
Brand Guidelines 2019
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Brand Guideline 2018
Introduction K2 Airways is focused at changing the landscape of the Pakistani aviation Industry with it’s adventurous, energetic, passionate and professional approach. The spirit to serve and meet the expectations of our customers is unmatched. In order to highlight the enthusiasm, K2 Airways has used bold colors to create an image of being identified as a young, vibrant and smart airline that is ready to set trends. K2 Airways is all set to bring radiance in the Pakistani aviation. This guide outlines the components, correct usage and implementation of the visual elements of the brand identity of K2 Airways across the network in corporate, external and digital communication.
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Brand Guideline 2018
Summary Toolkit Application
1.0 2.0 3.0
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Brand Guideline 2018
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Brand Guideline 2018
Summary
1.0
Brand strategy and proposition
1.1
Brand values
1.2
Vision
1.3
Mission
1.4
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Brand Guideline 2018
1.1 Summary
Brand Strategy and Proposition K2 Airways is aimed at connecting the smaller cities of Pakistan to the bigger cities within the domestic market. We offer a niche product and target new destinations to generate new passengers for air travel. We offer a smarter way to travel by taking advantage of the latest available technology. The airline targets customers who are adventurous, energetic and young at heart. Those who have a desire to explore new places and enrich their lives with different experiences. The team at K2 Airways aims to go an extra mile to delight the customers. The emphasis is on simplicity and the basics of air travel with safety, accessibility, reliability and comfort as utmost priority. The thought process is not to simply focus on performing better than the competitors; we want to build and offer an experience that is unrivaled in domestic air travel. Come and explore Pakistan with us!
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Brand Guideline 2018
1.2 Summary
Brand Values The values reflect distinctive aspects of the K2 Airways brand and as the keepers of the brand, it is every team member’s responsibility to ensure that all communication whether internal or external, is consistent and not in conflict with the brand values. It is important that bulk circulation of messages is approved by the Virtual Dynamics department.
Personal Values Passion Go an extra mile to serve the customers
Adventurous No one can match our spirits
Compassion We love diversity and teamwork
Humility We and not Me. Words matter
Professional Values Safety We focus to make our customers, our employees and our surroundings safe
Compliance We follow rules and regulations to provide reliable Operations
Agile We are smart, we rapidly and efficiently adapt to changing environment and technology
Integrity We reflect good morals, sincerity and honesty
Accountability We are responsible for our actions and we are answerable for results 7
Brand Guideline 2018
1.3 Summary
Vision We aim on becoming the only vibrant airline that connects the people and celebrates Pakistan in a smart, adventurous and hospitable way. Our priority is to act as a catalyst and work with the government, to strengthen the country’s economy by providing safe and convenient air travel facilities from the major cities to the tourist potential cities of Pakistan. We are focused on building solid foundation to show regulatory compliance and conduct business with ethics and integrity.
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Brand Guideline 2018
1.4 Summary
Mission While flying chic machines, with the drive to innovate through blend of latest technology and with our people’s compassion we are committed to fill in the gaps of the growing air-travel needs. We aim at identifying and serving key routes that are underserviced and under-served in Pakistan in order to achieve high and profitable load factors. At K2 Airways, we strive to learn every day to enrich the experience of our teams, customers, partners and stakeholders. Our core value is to ensure compliance and a positive attitude towards safety standards and to build continuous confidence within our customers and teams.
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Brand Guideline 2018
Toolkit
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2.0
K2 logo
2.1
Logo Type Tagline Color Palette
2.2 2.3 2.4
Color Balance Typeface
2.5 2.6
Design Element
2.7
Photography
2.8
Tone of Voice
2.9
Brand Guideline 2018
K2 Logo 2.0 Toolkit
Toolkit In this toolkit the components have been combined together to create a unique look and feel of the K2 Airways brand.
Logo Type
Tagline
Connecting Happiness Across Pakistan Color
Typeface
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz
Design Element
Photography
Tone of Voice
SMALL IS EASY 11
Brand Guideline 2018
2.1 Toolkit
K2 Airways Logo The K2 icon on the logo depicts the world’s second highest mountain, Karakorum 2 (K2). The negative and positive spaces in the icon end up to create two peaks of the mountain in the logo. Wings in the logo icon are the depiction of an aircraft. K2 Airways logo is our unique and distinctive brand signal. It should never be redrawn, rearranged or distorted. It should only be used in the color variants available in this document.
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Brand Guideline 2018
2.2 Toolkit
Logotype The logotype should never be presented without the icon for the outdoor communication. It only can be used for the corporate communication where K2 Airways needs to be emphasized.
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Brand Guideline 2018
2.3 Toolkit
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Personality
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Brand Guideline 2018
2.4 Toolkit
Color Palette The following colors are always to be used on visual materials. For example: advertising, building exteriors, aircraft exteriors, customer service desk fascia, boarding passes and K2 Airways homepage.
CMYK 18, 100, 98, 10 RGB 186, 32, 39
RED – Brings energy BLACK – Boosts Confidence and shows Strength WHITE – Represents Simplicity GREY – Represents Logic, Practicality and Stableness
CMYK 75, 68, 67, 90 RGB 0, 0, 0
Note: Grey color is useable for the rare occasions. CMYK 0, 0, 0, 0 RGB 255, 255, 255
CMYK 0, 0, 0, 80 RGB 88, 89, 91
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Brand Guideline 2018
2.5 Toolkit
Color Balance
Grey 05%
Please follow the diagrams as a guideline for the balance of color to be used on either a black or white base.
Black 10%
White 15%
Red 75%
Grey 05% Black 10%
Red 15%
White 75%
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Brand Guideline 2018
2.6 Toolkit
Typeface Avenir LT STD There are specific guidelines for the use of each type weight. Legibility and ease of use by the viewer are our primary concern, so please read our recommendations carefully.
ABCDEFGHIJKLMNOPQRSTVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890£&?!% Avenir LT STD 95 Black Wight will help on emphasing for differentiation and clarity even at a very small size. Use “in paragraph headings within text and some signage applications.”
ABCDEFGHIJKLMNOPQRSTVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890£&?!% Avenir LT STD 85 Heavy is our preferred font for our headlines in outdoor communication due to its loud and clear legibility and readibility.
ABCDEFGHIJKLMNOPQRSTVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890£&?!% Avenir LT STD 55 Roman is our preferred font for our sub-heading for our corporate communication and outdoor communication due to its loud and clear legibility and readability.
ABCDEFGHIJKLMNOPQRSTVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890£&?!% Avenir LT STD 35 Light is our preferred font for our sub-heading for our outdoor communication due to its loud and clear legibility and readability. 17
Brand Guideline 2018
2.7 Toolkit
Design Element Design element is created by applying a grid on the logo icon, which gives great freedom to play around to create a distinctive and dynamic design. The design element is always preferred to be used in every design layout.
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Brand Guideline 2018
2.8 Toolkit
Photography Image selection is one of the most important aspect of any brand. Images that capture the spirit of our brand, make it easy to communicate and keep the brand fresh. It’s important to follow our brand value to keep the brand imagery aligned with the contents to make it easier. We must ensure the photographs are self-explanatory to describe its objective. Photographs should be used in almost all forms of communication. Less is more, when it comes to helping the viewer to focus. So the over use of props needs to be avoided.
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Brand Guideline 2018
2.8 Toolkit
People The images here include our customers who show adventure and enthusiasm; our employees who are confident and show professionalism. Besides this people who represent team work and always put safety first. We encourage the use of images that are real, honest and relatable to our audience but we have to avoid overly styled images and over-smiling people.
Note: All the images used in this manual are dummy.
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Brand Guideline 2018
2.8 Toolkit
Product Every tangible item promoting the K2 Airways brand including but limited to: Aircraft (exterior & Interior) Meals Giveaway Items Schedule displays Events Note: All the images used in this manual are dummy.
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Brand Guideline 2018
2.8 Toolkit
Places Destinations are the core of aviation business. Large panoramic images can enhance drama and romance of traveling.
We have to avoid the use of images having a ‘generic’ view, familiar destinations and land marks. Original, unique and creative take on a city and landscape will paint the true picture of the place. Note: All the images used in this manual are dummy.
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Brand Guideline 2018
2.9 Toolkit
Tone of Voice In all sorts of communication, the understanding of the brand sets the mood and the tone that is adapted across different mediums. So for a brand like K2 Airways, our tone of voice has to be: Clear and Professional: The message that is being communicated is not cluttered and depicts a level of confidence and formality while avoiding any unnecessary use of jargons. Human and Emotional: The communication is between people and the focus is on highlighting the warmth and showing that we value and we care.
Energetic and Fresh: Open to new, unique, creative content and sharing it with the enthusiasm with our audience but have to avoid giving glimpses of being boring and lethargic. Fun and Adventurous: We’re a young, passionate and exciting brand that is looking forward to engage with our customers, employees and stakeholders in a new way and is seeking to explore an upbeat tone. Welcoming and Friendly: : We’re sending out a message that we’re a brand to rely and trust upon on. We are always helpful and going out to inspire people and not causing disruption with any way we engage.
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Brand Guideline 2018
Application
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3.0
Clear Space
3.1
The “K� Rule
3.2
Minimum size Golden rule K2 AIRWAYS Logo Incorrect Usage K2 AIRWAYS Logo Correct Usage
3.3 3.4 3.5 3.6
Branding on Corporate Communications
3.7
External branding and communications Type colour balance Design Layout
3.8 3.9
Brand Guideline 2018
3.4 Application
Golden Rule The ‘K’ letter from the logo type K2 Airways is the key element to form minimum or maximum spacing, sizing or margin rules, for most of the templates in these guidelines.
X X
X 25
Brand Guideline 2018
Brand Guideline 2018
3.5 Application
K2 AIRWAYS Logo Incorrect Usage Incorrect usage of our logo results in the dilution of its overall impact and communication. It does not convey the intended image of the brand. Individual discretionary usage of our logo is not permitted.
DON’T Change the color in grey
DON’T Apply outline to the Logos
The following are a series of application methods of our logo that are not permitted. This rule is applicable for both the authorized logo formations.
DON’T Play with the element of the logo
DON’T Apply any effects to the Logos
DON’T Distort the elements
DON’T Use Icon without logo type
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DON’T Cartridge the logo
DON’T Change the colour of the elements
DON’T Use busy photographic
DON’T Use on faded photographic
backgrounds
backgrounds
Brand Guideline 2018
3.3 Application
K2 AIRWAYS Logo Correct Usage The following are a series of correct application methods of our logo that are permitted. This rule is applicable for both the authorized logo formations.
Color Logo
Use Black logo for Black and white printing, instead of converting logo in to grayscale. Use invert logo for busy background on top of red tag instead of applying any effect or changing color. K2 logo with the icon in the left is permitted for corporate use only.
Use Black logo for Blackand white printing, instead ifconverting color logo in to black and white
Use invert logo for busy background, instead of applying any effect and changing color
K2 logo with the icon in the left is permitted for corporate use only
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Brand Guideline 2018
3.3 Application
Branding in Corporate Communication The brand must be given prominence and visibility. The logo will be used on top right of the page. For the spread pages the right side page will have the brand identity on the top right while the page on the left will have the brand identity on the top left.
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Brand Guideline 2018
X X
Following are the margins to be given from each side of the logo in corporate branding.
X X
X X
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Brand Guideline 2018
3.3 Application
External Branding and Communication Type Color Balance
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The brand logo and type must be given the prominence and visibility with respect to the background color.
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Brand Guideline 2018
3.3 Application
External Branding, Logo Placement With Respect to Headlines While aligning with the headline, the prominence and visibility must be given to the brand logo and type. Following are the usage of logo with respect to headlines.
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Brand Guideline 2018
3.3 Application
Design Layout K2 Airways design element will be applied to and played around every time a different layout is created. This construction of logo and type may vary in scale and position but it should always be left aligned in order to get continuity, clarity and distinctive look of K2 Airways Identity. Destination
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Brand Guideline 2018
Questions? If you have questions about how to apply these guidelines, need assets, or wish to request an exception to one of these rules, please contact info@k2airways.com
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