Graphic Standards Guide
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Our Story West Aero Airline is an international airline that strives to provide a luxuriously safe flight to your final destination. West Aero was started by Matthew Bai during the late 200s in New York City. His vision was to create an airline that is very luxurious, but affordable. His main goal was to get people to travel around the world comfortably. West Aero Airline has over 1,100 destinations with its main hub being the JFK airport in New York. West Aero continues to build it’s brand and works to be more modern and sleek than it’s competitors.
INDEX INTRO............................................ 4 BRAND IDENTITY....................... 6 MARKETING MATERIALS.......... 15 BUSINESS SUITE........................ 22
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INTRO
Brand Strategy The West Aero Brand Strategy is built upon the value of commitment to make flying a better experience. West Aero Airline is a brand that charges a premium fee for a luxury service. We target customers who are willing to pay for the experience of luxury gtravel, and aim to deliver a top class experience for our clients.
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Brand Values 1. Safe and Secure 2. Professional 3. Welcoming 4. Luxurious
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BRAND IDENTITY
Logo The logotype remains a constant representation of the West Aero Airline corporate identity. It’s weight and letter spacing should never be altered in any way. Always position the logo for maximum impact and give it plenty of room to “breathe.” This will ensure the logo’s presence and legibility.
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Color Variations Use the West Aero logo as the primary brand expression in publications.
One-Color Purple Logo
One-Color Black Logo
Reverse Logo
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BRAND IDENTITY
Primary Colors Our color palette is always to be used on visual materials outside the West Aero Airline ‘owned’ environment. For example: advertising, building exteriors, aircraft exteriors, customer service desk fascias, and boarding passes. Both purple and white act as alternative base colors. Purple is good for clear orientation and ‘luxury’ branding while white offers a more relaxed and peaceful presentation.
West Aero Purple C: 81 M: 100 Y: 35 K: 31
R: 69 G: 29 B: 84
HEX: 451d54
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Subsidiary Colors The subsidiary color palette acts in support of the core palette. Colors will be used either alone or in association with some or all of the core brand colorways. A typical example of the way the subsidiary palette might be used would be in the creation of and enhancement of cabin products both in terms of identity and on board the aircraft.
Pantone 4658 U C: 9 M: 20 Y: 28 K: 0
R: 230 G: 202 B: 179
HEX: e6cab3
Pantone 423 U C: 46 M: 36 Y: 36 K: 2
R: 144 G: 148 B: 105
HEX: 909496 9
BRAND IDENTITY
Background Control When applying the signature to a solid color background, always make sure the type is legible and the contrast of colors work. When applying the signature to photographic backgrounds, always attempt to place the signature in an area of minimum clutter and use the one-color black version (unless it’s a dark toned photo, then reverse it out). Avoid busy or heavily textured backgrounds. The legibility of text must always be achieved to ensure a good contrast between text and the background it sits upon. Solid Color Background
Photographic Background
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BRAND IDENTITY 3. Do NOT stretch logo horizontally
Do Nots
We encourage you to become familiar with the correct use of the West Aero logo. Don’t stretch, condense, or otherwise morph or manipulate it. Any modification of the logo confuses its meaning and diminishes its impact. The integrity of the logo must be respected at all times.
4. Do NOT get rid of “Airline”
5. Do NOT add drop shadow
6. Do NOT alter the color of the logo
1. Do NOT reflect logo 7. Do NOT rotate the logo
2. Do NOT stretch logo vertically 8. Do NOT stack logo
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BRAND IDENTITY
Typography Our company typeface has been carefully selected to be open, legible, luxurious and Professional. It is called Proxima Nova and is available in light, regular, semi-bold, bold, extra-bold, and black weights. Proxima Nova acts as both our headline typeface and our text typeface. Proxima Nova Regular
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890$&?!%
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BRAND IDENTITY
Proxima Nova Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890$&?!%
Typeface
Proxima Nova Bold is our preferred typeface for all headline copies and instances where the brand lock-up is used. Proxima Nova offers the safest option for headline legibility in print.
There are specific guidelines for use of each type weight. Legibility by the viewer is our primary concern, so please read our recommendations carefully.
Proxima Nova Medium ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890$&?!% Proxima Nova Medium is our preferred typeface for all sub-headers. Proxima Nova offers the safest option for contrast between weights to offer legibility. Sometimes the subhead can be italicized to add more contrast. Proxima Nova Extra-bold
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890$&?!% Proxima Nova Extra-bold is only recommended as headline typeface where the headline may be reproduced at a small scale or in soft contrast colorways to avoid weak representation in print. 13
BRAND IDENTITY
Graphic Elements The slanted line provides a precision streamlined feel to the visual identity. It is intended to be used at every opportunity where it will add value to the look and feel of a communications piece.
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MARKETING MATERIALS
Photography Photography is a valuable tool for inspiring, informing, and illustrating meaning in any given communication piece. Ensure that all imagery sits comfortably with the look and feel of the luxurious West Aero Airline brand. Do not contradict or conflict with the brand values of safe, secure, welcoming, luxurious, and responsible. Ensure the highest possible standards are upheld. Keep all photography clean, clear, and directional.
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MARKETING MATERIALS
Places Destinations, and the luxury of travel are core to our business, whether for work or pleasure. Large skyline photos create a sense of luxury and peacefulness. This can be enhanced through a use of full bleed in application. Ensure rich color and depth of tone. Make sure any image enhances the tone of luxury whether it be a skyline or beach coast.
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MARKETING MATERIALS
In-Journey This construction can vary in scale and position to create a distinctive West Aero Airline look whether against flat color, illustration or photography. Make sure to maintain the principle of a simple typographic structure throughout. Once customers are within a West Aero Airline journey, there should be a cohesive luxurious feeling throughout the entire flight.
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MARKETING MATERIALS
Posters Each poster must ensure the brand tone is represented. Very clean and minimalistic posters help ensure that the brand identity is represented. Each poster should convey the tone of luxury and peacefulness. The type should have a 3D feel to make it legible.
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MARKETING MATERIALS
Uniforms West Aero Airline uniforms are to be worn by every cabin crew member. The purple is supposed to represent our brand and stick to the tone of it. If wearing a purple jacket, the shirt underneath must be a gray.
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MARKETING MATERIALS
Boarding Pass West Aero Airline boarding passes are divided into the three classes: first, business, and economy. Each boarding pass will follow the design below. The West Aero purple will be first class, the beige secondary color will be used for business, and the gray secondary color will be used for economy.
Business Class Boarding Pass
Economy Class Boarding Pass
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BUSINESS SUITE
Business Suite The West Aero Airline business suite is as follows: There is a standard business card, standard size letterhead, and a #10 envelope.
*Not true to size
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