NetJets Brand Book by slover [AND] company

re-envisioning

re-envisioning NETJETS

In today’s highly branded global marketplace, visual branding has gone well beyond the application of a logo to a surface or a fixed set of brand colors. The tools of the Branding Tool Kit have grown to contemplate an approach to visual branding that is multidimensional and powerful not so much in the rigorous discipline with which rules are applied as in the willingness and ability to adapt in tone, manner and presentation to relevant targeted audiences –and with regard to the content of the conversation –without losing the brand’s essence. Ultimately, the objective is to create a brand physiognomy and personality that is alive and has the strength, vitality and brand power to adapt to the moment –and the moment to the opportunity.

If the opposite of LUXURY is NECESSITY, how can NETJETS be both? More critically…how can it not? NETJETS is a capital-intensive enterprise whose core assets –jet aircraft– have an intrinsic modernity and sense of accomplishment that tells its own story. By the same token, consumers are making a big decision when they purchase a fractional share, and like most big decisions, they want it to be about them and what they want. That’s the complexity of expression that the Branding Tool Kit must satisfy. From the corporate values to which Owners are entrusting their money and their lives, to lifestyle marketing that gives them a reason why, from logo to icons, colors to the colorations of tone and manner, our markets demand a heightened sensitivity to each of the 360 degrees that surround our brand, to all five senses…and not least of all, to the emotional resonance of its every expression. The NETJETS Branding Tool Kit is a kit of parts. Some of these parts are more assertively “ownable” than others, but none should be relied upon to do a standalone job of branding. At the same time, certain of these branding tools may be reserved for defined applications, to serve as “secret handshakes” that can, at a glance, distinguish insiders from outsiders (without offending the latter). Ultimately, the brand’s presentation must be a layered amalgam of elements that speak to the richness of the world in which we operate, the business that we conduct, and the markets that we serve.

A corporate brand is about the company JETS

A CORPORATE BRAND REFLECTS THE GESTALT OF THE ORGANIZATION AND ITS PHILOSOPHY, AS WELL AS THE LITERAL, PHYSICAL CHARACTERISTICS OF THE BUSINESS.

SAFETY STABILITY STRENGTH COMMITMENT

EXPERIENCE

LEADERSHIP RELIABLE LARGEST FLEET

TRUST LOGISTICAL

EXCELLENCE

SLEEK REFINED EXCLUSIVE

LUXURIOUS

PEERLESS PERSONAL SUPERIOR SERVICE-DRIVEN OWNERSHIP DISCRETE

INDULGENT

A LIFESTYLE BRAND EMBODIES THE VALUES AND THE ASPIRATIONS OF THE GROUPS OR (SOCIO-ECONOMIC) CULTURE IT SERVES.

FAST

A lifestyle brand is about the customer.

degrees of

SEPARATION

The brand cannot exist without its core sense of self. But it cannot grow without a constantly adjusting understanding of whom the brand serves - and to know them well. From the closest (most loyal) relationships to those most distant, a living brand must adjust the tone and manner of the brand conversation to the specific nature of the relationship. In doing so, the brand must know and remain true to its core identity and values, but recognize that, just as a person will speak to a family member differenly than one might address someone he/she’s never met, the brand can (and should) dial it up or down for each conversation.

NETJETS COMMUNICATES TO FOUR CORE AUDIENCES DISTINGUISHED BY THEIR “DEGREE OF SEPARATION” FROM THE BRAND: EMPLOYEES The word “family” is used frequently at NETJETS, and nowhere is it more apt than in describing the brand’s relationship to it employees. It’s a culture of interdependence and, for the most part, is based on trust and a shared sense of mission. This closeness facilitates employees’ willingness to do more for the company (and for management), because their success is tied to the success of the company. Thus, the opportunity to wear the “brand colors” is viewed with pride. OWNERS Vitally important to the brand’s success and still part of the family, the dynamic between Owners and the brand shifts to favor the Owners. The closeness of the relationship is more likely to impose expectations onto the brand than to engender a willingness to do for it. Because of their extraordinary affluence, NETJETS Owners may be as likely to request discretion with regard to the brand relationship as they are to wave the brand flag. Understanding the perfect balance between the two is a critical success factor in visual branding.

PROSPECTS Assuming that prospects are “qualified” by more than income level, the brand should endeavor to project the unparalled NetJets experience —without lifting the brand curtain entirely. Prospecting should invite a peek into the NetJets lifestyle without betraying the discretion that some Owners require —and demand. THE PUBLIC When it comes to the public, the press, regulators or those who will never fly private, NETJETS is all business —and properly so.

lifestyle personal

enticing

PROSPECT

OWNERS OWNER’S GUIDE

ANNUAL PROSPECTING

OWNERS WEBSITE

PERIODIC SALES MAILINGS

OWNER EVENTS | NETJETS PRESENTS

PUBLIC WEBSITE

NETJETS QUARTERLY

OWNER GIFTS | MERCHANDISE OWNER EVENT SIGNAGE AND GRAPHICS THE ON-BOARD EXPERIENCE:

PUBLIC ADVERTISING

CORPORATE COMMUNICATIONS

LEGISLATIVE & REGULATORY RELATIONS

LOCAL COMMUNITY|PHILANTHROPIC EVENTS

PUBLIC EVENT SIGNAGE

interior design amenities food service | presentation & catering fa uniforms

internal

external

EMPLOYEES EMPLOYEES’ WEBSITE RECURRENT TRAINING CREW NEWS ROAD SHOWS TOWN HALLS EMPLOYEE GIFTS | MERCHANDISE BADGES | IDs

confident

familial

corporate

the branding SYSTEM

One logo with one variation and two icons form the cornerstones of the visual branding program. Conceived with each audience in mind and developed with an eye toward ease of application across diverse materials and media, the branding system offers uniqueness to the core audiences.

lifestyle PROSPECT

OWNERS

internal

external EMPLOYEES

PUBLIC

corporate

THE PUBLIC One needn’t look past the last 8 months to realize how quickly the economic and political environment can change, and how those changes can affect the brand. Strength and stability are essential to the success of any brand, but none more than for NETJETS, which is doubtlessly among the most expensive businesses to operate and among the most expensive products for customers to purchase. Thus, the core Jetstream logo remains in place as a sign of brand stability and strength. Graphically, the jetstream says, “We’re flying.” OWNERS The evolution of the NETJETS brand to Owner-centricity is its source and potential power as a lifestyle brand. As NETJETS becomes synonymous with an unparalleled experience, the richness of that experience will have the power to translate to other aspect of Owners’ lives. Thus, the ability to brand with elegance, refinement and tasteful discretion has never been more important to the brand, or to its ability to extend beyond aviation into other related undertakings. The new branding system adds an abstract jets icon to the Branding Tool Kit, for exclusive application to Owner-directed elements, as a discreet symbol of the association with NETJETS —and by extension, of the owner’s success. EMPLOYEES *Abraham Maslow’s hierarchy of human needs clearly informs NETJETS relationship to the employees and should, as well, inform the way the branding system is prepared to speak to employees. Employee education initiatives are aimed at improving service quality, and an employee’s growth to performance milestones is rightly recognized by management. The QS Mark can become a powerful tool in the Branding Tool Kit as a show of esteem for employees who are making it happen. It becomes as vitally important to the tribe of Employees as the jets icon can be to the tribe of Owners —and it can head off any potential resentment by employees that they cannot wear the jets icon. PROSPECTS Prospects straddle the space between the public and Owners, and the branding system must be most flexible here, to respond to the context. * MAS L OW ’ S HIER AR CHY OF HUMAN NEED S : self ac tualization esteem belong ing ness sec urity survival

BRAND TOOL KIT | jetstream logo

lifestyle

OWNERS

PUBLIC

EMPLOYEES

insider

outsider

PROSPECTS

corporate

RE- E NV IS ION I N G N E T J E T S

jetstream LOGO

The forward motion of the letterforms and the impression of a jetstream implicit in this logo project the company’s grounding in 21st century jet transportation and graphically says to those who see it, “We fly.”

usage by SIZE

The logo artwork is refined by size applications. Select from original artwork files the file intended for small, medium or large applications. Never use the jetstream logo smaller than 0.5” wide; if required, use manually typed input with the ® designation as required.

0.5 inch minimum size

small versio n

2 inches

0.5 inch

large version

medium version

12 inches

registration MARK

The first and largest application of the jetstream logo should always appear on any document or other branded element with a ®. Trademark law does not require the ® on every application if the logo appears multiple times on the same branded item.

NOT’S

Do not use the jetstream logo on any application in which the double jets icon appears. Do not print the jetstream logo in any color not approved in this document. Do not apply the jetstream logo on any item intended for public contact without approval from NETJETS Marketing.

jetstream LOGO

The jetstream logo is the core identifying graphic in the Brand Tool Kit. The horizontal jetstream that crosses the letterforms in the logo gives the impression of a jet just after take-off. Combined with the forward motion of the letterforms, the logo says, â&#x20AC;&#x153;We fly.â&#x20AC;?

intended

AUDIENCES

The jetstream logo is the intended logomark for printed matter or other communications tools or merchandise aimed at the public and employees.

minimum SPACE

To underscore the importance of the jetstream logo as the primary brandmark for NETJETS, it should always be reproduced with no less than the minimum air space surrounding it. This quiet space is proportionate to the size of the logo in application, and is measured by the cap height of the letter N. Note that the quiet space below the logomark is measured from the base of the descending J.

approved COLOR

Color is an intrinsic part of any brandâ&#x20AC;&#x2122;s visual identity, and should be used with discipline and reserve. The logo may be applied on any appropriate surface color, but should only be reproduced in the approved colors noted on the page following. Logos may be reproduced in PMS, CMYK, RGB and Hex Codes, based on the medium. The small variations in color or tone that may result from these media variants are acceptable.

The minimum air space in which no other graphic element may appear, is indicated by the height of the capital N.

The Jetstream logo may also be reproduced in Black 100%, or in White (knocked-out of a background color or image).

PMS 877 U PMS 877 C

DS 325-6 C C0 M0 Y0 K 40

Hexidecimal # a7a9ac

PMS 655 U PMS 653 C DS 209-1 C C 100 M 50 Y0 K 40

Hexidecimal # 004a80

Crown Foil 422

BRA N D TOOL KIT | double jets icon

lifestyle

OWNERS

PUBLIC

EMPLOYEES

insider

outsider

PROSPECTS

corporate

RE- E NV IS ION I N G N E T J E T S

double jets ICON

An artfully rendered abstraction symbolizing the worldâ&#x20AC;&#x2122;s leading aviation brand and its largest fleet of private aircraft.

usage by SIZE

Though scalable art, the double jets icon artwork is refined by size applications and supplied in three sizes, to optimize spacing variations between very small and large applications. Select from original artwork files the file intended for small, medium or large applications.

0.25 inch minimum size

small version

2 inches

0.25 inch

large version

medium version

12 inches

registration MARK

There is no registration mark associated with this brandmark.

NOTâ&#x20AC;&#x2122;S

Do not use the double jets icon on any application not directed to Owners. Do not separate the jets. Do not use a single jet. Do not rotate the jets in any direction to any degree. Never apply the jet flying to the left. For off-aircraft applications, do not use the jets icon alone without applying the streamlined logo somewhere on the application.

double jets ICON

An artfully rendered abstraction symbolizing the world’s leading aviation brand and the world’s largest fleet of private aircraft, the double jets icon was developed to facilitate branding without compromising discretion and good taste. The double jets are slightly angled upward and facing right, always in a positive, forward motion.

intended

AUDIENCES

The double jets icon is for Owner’s communications (across media) and gifts only. It is the most discreet tool in the Brand Tool kit, and should be used with equal discretion and restraint.

minimum SPACE

The jets icon should be allowed no less than the minimum airspace surrounding it when used as a stand-alone branding element. The minimum space is proportionate to the icons in scale, always equal to 1/2 the height of the mark from its uppermost to lowest points.

approved

COLORS

Color is an intrinsic part of any brand’s visual identity, and should be used with discipline and reserve. The double jets icon may be applied only on surface colors in the brand palette, and may knock out to white or surprint in the approved colors noted to the right. The icon may be reproduced in PMS, CMYK, RGB and Hex Codes, based on the medium. The small variations that may result from these media variants are acceptable.

.5x x

The minimum air space in which no other graphic element may appear, is indicated by the height of jets icon at 50% scale.

.5x .5x

.5x

The double jets icon may also be reproduced in Black 100%, or in White (knocked-out of a background color or image).

PMS 877 U PMS 877 C

DS 325-6 C C0 M0 Y0 K 40

Hexidecimal # a7a9ac

PMS 9143 U PMS 9162 C DS 29-9 C C5 M5 Y 10 K0

Hexidecimal # e2dbc6

Crown Foil 422

BRA N D TOOL KIT | streamlined lock-up

lifestyle

OWNERS

PUBLIC

EMPLOYEES

insider

outsider

PROSPECTS

corporate

RE- E NV IS ION I N G N E T J E T S

streamlined LOCK-UP

The streamlined lock-up combines a clean, linear logo treatment with the double jets icon to tell the story of a brand inspired by a commitment to an unparalleled travel experience.

usage by SIZE

The streamlined lock-up artwork is refined by size applications and supplied in three sizes, to optimize spacing variations between very small and large applications. Select from original artwork files the file intended for small, medium or large applications.

0.75 inch minimum size

small version

2 inches

0.75 inch

large version

medium version

12 inches

registration MARK

The first and largest application of the streamlined lock-up should always appear on any document or other branded element with a ÂŽ. Trademark law does not require the ÂŽ on every application if the logo appears multiple times on the same branded item.

NOTâ&#x20AC;&#x2122;S

Do not use the streamlined lock-up on any application not directed to Owners. Do not alter the placement of the jets. Never use the double jets icon in a lock-up with the jetstream logo. Do not use the lock-up below the prescribed minimum size; instead, use either of the elements separately.

streamlined LOCK-UP

The streamlined logo combines with the double jets icon in a lock-up that completes the branding story. While the line in the jetstream logo speaks to a plane recently departed, the double jets icon above the streamlined logo designates to a fleet designed for refined travel.

intended

AUDIENCES

The streamlined lock-up is for Ownerâ&#x20AC;&#x2122;s communications and gifts only. The streamlined lock-up is the preferred choice for owner communications off-aircraft.

minimum SPACE

The streamlined lock-up should be allowed minimum airspace surrounding it for a more graceful application. The minimum space is proportionate to the icons in scale, always equal to the height of the capital N in the streamlined logo.

approved

COLORS

Color is an intrinsic part of any brandâ&#x20AC;&#x2122;s visual identity, and should be used with discipline and reserve. The streamlined lock-up may be applied only on surface colors in the brand palette, and may knock out to white or surprint in the approved colors noted to the right. The icon may be reproduced in PMS, CMYK, RGB and Hex Codes, based on the medium. The small variations that may result from these media variants are acceptable. While the streamlined logo may print in specified blue, the double jets icon may never appear in a color other than those specified in the double jets icon section of the Brand Tool Kit.

The minimum air space in which no other graphic element may appear, is indicated by the height of the capital N.

The streamlined lock-up logo may also be reproduced in Black 100%, or in White (knocked-out of a background of color or image).

PMS 877 U PMS 877 C

Hexidecimal # a7a9ac

PMS 655 U PMS 653 C DS 209-1 C C 100 M 50 Y0 K 40

Hexidecimal # 004a80

Crown Foil 422

BRA N D TO O L KIT | quality ser vice hallmar k

lifestyle

OWNERS

PUBLIC

EMPLOYEES

insider

outsider

PROSPECTS

corporate

RE- E NV IS ION I N G N E T J E T S

quality service

HALLMARK

Traditionally applied to jewelry, hallmarks have evolved to stand generally for distinctive features of excellence.

usage by SIZE

The Quality Service Hallmark artwork is refined by size applications and supplied in three sizes, to optimize spacing variations between very small and large applications. Select from original artwork files the file intended for small, medium or large applications.

0.5 inch minimum size

small versio n

2 inches

0.5 inch

large version

medium version

12 inches

registration MARK

There is no registration mark required for the application of this mark.

NOTâ&#x20AC;&#x2122;S

Do not use the Qualty Service Hallmark for any application not directed to Employees.

quality service

HALLMARK

Traditionally applied to jewelry, hallmarks have evolved to stand generally for distinctive features of excellence. Here, the QS mark links to the brand’s heritage of tail letters, and thus establishes NETJETS as the very meaning of “Quality Service.”

intended

AUDIENCES

The Quality Service Hallmark is intended for employee communications and materials only. Just as the double jets icon becomes the “secret handshake” amongst owners, the QS becomes the identifier of achievement and excellence amongst staff.

minimum SPACE

The Quality Service Hallmark is a mark of distinction and achievement for employees, and should be given at least the minimum space surrounding it for heightened recognition. The minimum space is proportionate to the hallmark in scale, always exactly equal to the height of the tail of the Q. In no instance should other graphic elements overlap the Quality Standards Hallmark.

approved

COLORS

Metallics and digital equivalents add to the distinction of the Quality Service Hallmark. To give the impression of dimension and solid metal, the dimensionalized QS Hallmark may also be used, but must be reproduced in 4-color process. The Quality Service Hallmark may also be reproduced in black and white.

The Quality Service Hallmark may also be reproduced in Black 100%, or in White (knocked-out of a background color or image).

PMS 877 U PMS 877 C

DS 325-6 C C0 M0 Y0 K 40

Hexidecimal # a7a9ac

Crown Foil 422

RE- E NV IS ION I N G N E T J E T S

Global Fleet Print

Jetsoni Wave Print

BRA N D TOOL KIT | signature patter ns lifestyle

OWNERS

PUBLIC

EMPLOYEES

insider

outsider

PROSPECTS

corporate

double jets icon

SIGNATURE PATTERNS Signature patterns that incorporate the double jets are intended for applications on-board the aircraft, on gifts or merchandise that is designed for owners, or for uniforms for flight attendants and ground crew who interact daily with owners. There are three prints in the group, with allowable colorways. Different reproduction techniques may require adjustments to the prints to prevent bleeding (when printing textiles, for example) or puckering (when embroidering). The double jets icon prints may not be used for any application that is not Owner-directed. Diamond Jets Print

PMS 9162 C

PMS 411 C

PMS 877 C

RE- E NV IS ION I N G N E T J E T S

streamlined basketweave

streamlined plaid

BRA N D TOOL KIT | signature patter ns lifestyle

OWNERS

PUBLIC

EMPLYOYEES

insider

outsider

PROSPECTS

corporate

jetstream & streamlined

SIGNATURE PATTERNS The signature pattern that incorporates the Jetstream logomark is intended for application to elements targeted to Employees or the Public. There are four prints and multiple colorways. The signature patterns that incorporate the Streamlined logomark are intended for applications to elements targeted to prospects and owners. These prints may be used for tissue paper, envelope linings or other ink-on-paper applications, but are not intended for textiles which will require customized adjustments for application based on fabric and print technique. Use on backgrounds on digital media is also allowed. The Jetstream graphic print should be used sparingly, as the repetition of the jetstream at this size gives the unintentional appearance of the logo being crossed out. jetstream graphic print

PMS 653 C

PMS 877 C

PMS 7143 C

RE- E NV IS ION I N G N E T J E T S

windowpane hallmark

hallmark print

BRA N D TOOL KIT | signature patter ns

lifestyle

OWNERS

PUBLIC

EMPLYOYEES

insider

outsider

PROSPECTS

corporate

quality service hallmark

SIGNATURE PATTERNS The Quality Service Hallmark is both a statement of esteem for a job well done and the visualization of the brandâ&#x20AC;&#x2122;s commitment to unparalled service. There are three prints and multiple colorways. It has been designed for internal use only but for a diverse range of applications. These may include weaving the hallmark print onto upholstery, applying the jetstream hallmark geometric print to a floor-to-ceiling accent wall, or printing a gift scarf or necktie in the windowpane hallmark. jetstream hallmark geometric print

PMS 653 C

PMS 877 C

PMS 7143 C

RE- E NV IS ION I N G N E T J E T S

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typography TALKS, TOO

Typography is more than a lot of letters in a row; it’s a way of saying what expressions can add, when people talk face to face. Whether it’s a furled brow or a heavy font, the intensity is unmistakable. There are three families of type in the Brand Tool Kit, each modern and forward looking in their own way, but all large enough to express even the most subtle “unspoken word.”

BR AND TOOL KIT | typogr aphy

HUMANIST 521 BT (ROMAN) ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 HUMANIST 521 BT (ROMAN ITALIC) ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 HUMANIST 521 BT (BOLD) ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 HUMANIST 521 BT (EXTRA BOLD CONDENSED)

HUMANIST 521 BT (EXTRA BOLD) ABCDEFGHIJKLMNOPQRSTUVWXY abcdefghijklmnopqrstuvwxy 123456789 0

ABCDEFGHIJKLMNOPQRSTUVWXY abcdefghijklmnopqrstuvwxy z 123456789 0

HUMANIST 521 BT (BOLD ITALIC)

HUMANIST 521 BT (LIGHT)

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890

ABCDEFGHIJKLMNOPQRSTUVWXY a b c d e f g h i j k l m n o p q r s t u v w x yz 123456789 0

HUMANIST 521 BT (CONDENSED)

HUMANIST 521 BT (U

A B C D E F G H I J K L M N O P Q R SZT U V W X Y a b c d e f g h i j k l m n o p q r szt u v w x y 1 2 3 4 5 6 708 9

Humanist is a typeface design that arose not long after Gutenberg invented the printing press. The letterforms have oval shapes and variations in stroke thickness designed to create a more graceful, human appearance. The axis (between 25째 and 45째) results from the angle of the pen nib when producing calligraphy, and the letterforms tend to look like they were written by the human hand rather than a machine.

LT RA IT ALIC)

ABCDEFGHIJKLMNOPQRSTUVWXY abcdefghijklmnopqrstuvwxy 123456789 0

While the early history of type design held as a truth that serifs were required for easy reading, the use of sans serif typography is today considered an expression of modern sophistication. Humanist is a Bitstream font and can be purchased and downloaded at http://www.paratype.com/btstore/fonts/ Humanist-521.htm. Humanist is available as an Open Type font, appropriate for both Macs and PCs.

HELVETICA NEUE 55 ROMAN ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 HELVETICA 56 NEUE ITALIC ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 HELVETICA NEUE 75 BOLD ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 HEL VETICA NEUE BLACK

HELVETICA NEUE 35 THI N ABCDEFGHIJKLMNOPQRSTUVWXY abcdefghijklmnopqrstuvwxy z 123456789 0

HELVETICA NEUE 57 CONDENSED

HELVETICA NEUE 65 MEDIUM ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890

A B C D E F G H I J K L M N O P Q R ST U V W XY Z a b c d e f g h i j k l m n o p q r s t u v w xzy 1234567890 HELVETICA NEUE 67 MEDIUM CONDENSE D

HEL VETICA NEUE 53 EXTENDED ABCDEFGHIJKLMNOPQRSTUVWXY abcdefghijklmnopqrstuvwxy 123456789 0

ABCDEFGHIJKLMNOPQRSTUVWXY abcdefghijklmnopqrstuvwxy 123456789 0

The first typeface bearing the name “Helvetica” was designed in 1957 by Max Miedinger at the renowned type foundry, Haas, based in Switzerland. Helvetica grew in popularity throughout the 1960s and 1970s, and more versions of the family were introduced. This led to vast confusion: the same weight was often referred to by two different names and design features varied from one face to another. (Many of these fonts are still on the market, but should be avoided) In the early 1980s, Linotype remedied this situation by redrawing the entire Helvetica family. Differences in alignment were

A B C D E F G H I J K L M N O P Q R ST U V W X Y Z a b c d e f g h i j k l m n o p q r s t u v w x yz 1234567890

corrected, subtle features were made consistent from one face to another, and all the weights and widths were designed to work together as one family. This new drawing is called Helvetica Neue (German for “new”) and incorporates an easy to use numbering system to identify various weights. The entire collection of 61 Helvetica Neue variations can be purchased and dowloaded at http://new.myfonts.com/fonts/ adobe/helvetica-neue/. Helvetica Neue is an Open Type font, appropriate for both Macs and PCs.

DICOT LIGHT ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 DICOT MEDIUM ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 DICOT BOLD ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890

Dicot is a display font, not appropriate for long legs of text. Interestingly, its shape is inspired by plant biology: a dicot (or dicotyledon) is a flowering plant that bears two broad flowering, stalked leaves. The shapes of the letterforms are broad and the down-strokes sturdy, like stalks. Dicot is available in three weights only, and can be purchased (for $6) at http://www.buyfonts.com/value_for_money/dicot.htm. Dicot is a True Type font. appropriate for Macs and PCs

RE- E NV IS ION I N G N E T J E T S

branded COLOR

The NetJets palette of brand colors brings together the strengths of the brand in the United States with its strength in Europe, to create a unified palette that is appropriate for all applications, though with different emphases based on application. BRONZEstar, perfectPEARL and silverLINING are the dominant colors used to present the lifestyle “look,” and are most appropriately used for Owner communications, gifts, and apparel. BLUEblood and silverLINING are the champions of the corporate “look,” and demonstrate continuity in the North American brand presence. ORANGEstrata is intended as an accent color, and should be used with some restraint. That said, internal Employee Communications may be enlivened by broader usage, and this is permitted. See the Specifications in Action section for these guidelines at work.

L IF EST Y LE

BRONZEstar

BR AND TOOL KIT | br and color s

perfectPEARL ORANGEstrata SILVERlining C OR POR AT E

BLUEblood

RE- E NV IS ION I N G N E T J E T S

A WORD CAN INSPIRE A THOUSAND PICTURES...

but every picture sh

BRA N D TOOL KIT | photogr aphic style

hould speak to a few perfect brand EXPERIENCES:

logistical

LEADERSHIP

sleek

STRENGTH

service driven

J E TS

reliable

FAST

experience

COMMITMENT

REFINED

personal

SAFETY

trust

superior

stability

luxurious

discreet

peerless

OWNERSHIP

RE- E NV IS ION I N G N E T J E T S

presentation

TEMPLATES

PowerPoint software is an important tool at NETJETS, and presentations made in this format should be brand-right. These templates will ensure that thereâ&#x20AC;&#x2122;s a brand sensibility to every presentation, whoever creates the document, and for whomever it is intended. The templates are divided into three types: BRAND, for any presentation, HALLMARK, for service training initiatives, and OWNERS, for Owner Services presentations or presentations to Owners. All templates are included on the Brand Tool Kit CD.

presentation TITLE

As a title page to any template, this collection of 12 images presents the diversity of the NETJETS experience from the first call to Owners Services to the moment the Owner leaves the plane.

BRA N D TO O L KIT | presentation templates

brand

DIVIDERS This page is appropriate for pages with minimal copy in larger type, knocked out to white.

divider TITLE

Large blocks of type and smaller font sizes will be difficult to read against the streamlined plaid pattern. This page should not be used for main text pages. Primary Title: Helvetica Neue 75 Bold, 35pt. Secondary Title: Helvetica Neue 35 Thin, 35pt. Horizontally and vertically centered.

brand

CONTENT content head sub-head

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> Duis autem vel eum iriure dolor in hendrerit in vulputate velit esse molestie consequat . > dolore eu feugiat nulla facilisis at vero eros et accumsan et iusto odio dignissim qui blandit. > Duis autem vel eum iriure dolor in hendrerit in vulputate. > Duis autem vel eum iriure dolor in hendrerit in vulputate velit esse molestie consequat . > dolore eu feugiat nulla facilisis at vero eros et accumsan et iusto odio dignissim qui blandit. > Duis autem vel eum iriure dolor in hendrerit in vulputate.

This template is the workhorse, and should be used for large blocks of text. Note that the right facing open arrow is the standard bullet for NETJETS presentations. Header: Helvetica Neue 75 Bold, 32pt. Sub-header: Helvetica Neue 35 Thin, 32pt. Body copy: Helvetica Neue 57 Condensed, 13.5pt., 16.25pt leading. Top page margin: 1.75” Left page margin: 1.5” Right page margin: .75”

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hallmark

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divider TITLE

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hallmark

CONTENT content head sub-head

Duis autem vel eum iriure dolor in hendrerit in vulputate velit esse molestie consequat , vel illum dolore eu feugiat nulla facilisis at vero eros et accumsan et iusto odio dignissim qui blandit. praesent luptatum zzril delenit augue duis dolore te feugait nulla facilisi. Lorem ipsum dolor sit amet , consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet .

> Duis autem vel eum iriure dolor in hendrerit in vulput ate velit esse molestie conseq uat. > dolore eu feugiat nulla facilisis at vero eros et accumsan et iusto odio dignissim qui blandit. > Duis autem vel eum iriure dolor in hendrerit in vulput ate. > Duis autem vel eum iriure dolor in hendrerit in vulput ate velit esse molestie consequ at. > dolore eu feugiat nulla facilisis at vero eros et accumsan et iusto odio dignissim qui blandit. > Duis autem vel eum iriure dolor in hendrerit in vulput ate.

BRA N D TO O L KIT | presentation templates

owners

DIVIDERS This page is appropriate for pages with minimal copy in larger type, knocked out to white.

divider TITLE

Large blocks of type and smaller font sizes will be difficult to read against the global fleet pattern. This page should not be used for main text pages. Primary Title: Helvetica Neue 75 Bold, 35pt. Secondary Title: Helvetica Neue 35 Thin, 35pt. Horizontally and vertically centered.

owner

CONTENT content head sub-head

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digital

ELEGANCE Send employees back to their desks with a lighter load. CDs and DVDs are a cost efffective (and back-saving) way to share information broadly. Itâ&#x20AC;&#x2122;s always better to over-communicate than to risk leaving someone without the information they need to meet NETJETS QS standards of excellence.

Text to follow detailing fonts and templates

BRAND TOOL KIT | cd templates

lifestyle

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corporate

CD cases maufactured by e-slimcase. www.ejector.de

jet STYLE

travel at the

SPEED OF LIFE

THE BRAND EXPERIENCE As many wise men through the ages have advised, the journey is to be enjoyed and not merely tolerated. For the leader in private aviation, that means to surround traveling owners with the same level of quality, convenience and comfort with which they have created their own loves. SLEEP KITS While travelers on unattended flights may just enjoy a small pillow and a lap blanket, those on wide bodies making transcontinental flights require a near-bed experience, to arrive ready to greet the day. Yet, all passengers want clean, soft comfort to rest while in flight. EAT Nothing may be more vexing to a diverse fleet of private jets that flies in and out of some two thousand FBOs globally than the ability to provide owner/passengers with wholesome, fresh food. Food service varies from carry on for unattended flights, to fullservice meals on wide body aircraft, yet must always measure up to “NETJETS Style.” The development of a food service program that begins with dynamically generated menus based on departing FBO and flight time that culminates in a well presented, tasty mean began with analysis and ended with simple, good taste. ON-BOARD ENTERTAINMENT On-board entertainment may simply be a past-time for travelers flying alone, but can just as easily be a team builder for corporate teams working toward a common goal. And when children are on board, it’s an absolute necessity. SERVICE AND COMFORT ITEMS Whether a flight attendant is searching for the right tool for a delectable presentation or a passenger seeks a headache tablet or some lotion for flight-air dried hands, ensuring that needs are met at 5,000 feet above earth is the essence of good service.

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Smooth cashmere blanket

ear plugs

Pillow case

Sleep kits for longer flights can spell the difference between arriving tired or ready to go. For short flights, the rest kit (left) offers cozy comfort and a quick refresher prior to landing. The Bed-In-A-Bag (right) said one sthing most of all: â&#x20AC;&#x153;Sweet Dreams.â&#x20AC;?

J ET STYLE | onboard sleep sets

COME SLEEP! OH SLEEP, THE CERTAIN KNOT OF PEACE, THE BAITING-PLACE OF WIT, THE BALM OF WOE, A PRISONER’S RELEASE, ANY MAN’S WEALTH. (SIR PHILIP SIDNEY) SLEEP HATH ITS OWN WORLD, AND A WIDE REALM OF WILD REALITY. AND DREAMS IN THEIR DEVELOPMENT HAVE BREATH, AND TEARS, AND THE TOUCH OF JOY. (LORD BYRON) OH SLEEP, IT IS A GENTLY THING, BELOVED FROM POLE TO POLE, TO MARY QUEEN THE PRAISE BE GIVEN! SHE SENT THE GENTLE SLEEP FROM HEAVEN, THAT SLID INTO MY SOUL. (SAMUEL TAYLOR COLERIDGE)

attended

care RE-E NV IS ION I N G N E T J E T S

&comfort

J ET S TY LE | onboard comfor t and care items Unscented hand wash and soothing lotion

Tissue packet Amenities kits Personal

bath tissue TOILETRIES PERSONAL CARE...thatâ&#x20AC;&#x2122;s PERSONAL On-board comfort is second only to safety in private aviation, and often, the little things matter most. An exhaustive review of all on-board personal care items enabled the team to reduce the sheer number of items on-board to improve the quality and the aesthetics of those remaining. From Egyptian cotton towels on wide body aircraft to personal packets of 6-ply tissue and moist towelettes, nothing was left to chance. Personal care kits represented the greatest advance for owners, who were offered neatly packed kits for mouth care, shaving and resting that would remind that they were a part of the leading name in private aviation.

RELAX

SOOTHE

PAMPER REFRESH Five-ply airlaid towels feel like anything but compromise on unattended flights.

refined RE-E NV IS ION I N G N E T J E T S

details

J ET S TYLE | onboard refined ser vice

Jet Style is modern, crisp, stainless steel, and durable, from two-cup pots of fresh press coffee to one-shot espresso service. Whether serving oneself

or being served by professionally trained flight attendants, the tools of service should feel more like home than commercial flights can offer.

Because the right tools in the deft hands of a well trained staff contribute to an experience that is unsurpassed in aviation: the NETJETS On-Board Experience.

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Collapsible tools solved one of the biggest problems: limited storage.

GALLEY Two in one tools save space, and easy-clean items last longer to save money.

Unbreakable service tools for attended flights.

tools Collapsible basin for easy storage and oneshot espresso maker.

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CATERING CARRY-ON COOL BAG For unattended flights, food service is a critical challenge: how to source the same high quality food from nearly 200 domestic caterers of varying capabilities...and then keep the food fresh between the moment itâ&#x20AC;&#x2122;s delivered and when itâ&#x20AC;&#x2122;s opened up to be enjoyed? The design and development of a collapsible food service bag with thermal properties to keep food fresh for up to 6 hours gave caterers across the country a larger time margin to perform, and thus, helped ensure better food stayed better tasting, longer. Designed to accommodate bentostyle food boxes for a typical order for 4, the NETJETS catering bag also accommodated newspapers, magazines and food accessories like condiments, extra flatware and napkins. And when all the food was eaten and the packaging disposed, the bag collapsed for back-of-seat stowage...until the next flight.

keep it...

COOL

J ET S TY LE | cater ing car r y-on cool bag

collapsible for easy storage

The catering bag accommodated a typical service for four.

BENTO

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A bento-style food box was developed to serve a full meal for one when that was the objective, or sharing platters for between-meal snacking. By starting with simple geometry and a simplified menu of popular items, the bento boxes delivered added freshness and a more refined presentation without wasting space. Catering bags affixed to box-ends ensured a trackable system of deliverables and charge-backs.

J ET S TY LE | cater ing car r y-on cool bag

Bento box lids with die cut finger holes for easy removal.

Soft web handles were selected for comfortable carriage.

Heavy duty zippers were selected for duribility.

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Foldable noisecancelling headsets enhanced the audio experience.

fun&games

ENTERTAINMENT Traveling executives seek the distraction of adult play, from folding checkers sets to magnetic chess sets that can be passed across the aisle without inadvertent moves that could cost passengers a rook or two. Each come in branded pouches that indicate theyâ&#x20AC;&#x2122;re intended for on-board use...or can be purchased for home.

J ET S TY LE | enter tainment and games

The Fun Bag is stocked with toys for kids ages 4 - 12.

RE-E NV IS ION I N G N E T J E T S Well organized drawers ensure that finding what one needs isnâ&#x20AC;&#x2122;t the cause of any headaches.

COLLAPSAB SMART FUNCTIONAL DESIGN The defining feature of a well-stocked jet is the collapsibility or dual purpose of inventory on hand. While even the leader in private aviation wonâ&#x20AC;&#x2122;t buy everything custom, astute sourcing assured that needs were met without exceeding weight limits or using too much valuable storage for non-passenger items.

J ET STYLE | onboard solutions

Lose a button before a big meeting? We can help with that.

BILITY

When carrying fresh food for service aboard attended flights, keeping it cool for 24 hours or more can be essential. So, too, can the need to keep heavy loads rollable for flight staff.

foldability

Umbrellas for deplaing ...and for taking home.

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Hanging lint rollers for well presented staff and well-served owners.

FUNCTION Quick notebooks and comfort bags.

Easily stored and ergonomically designed clean-up tools.

J ET STYLE | onboard solutions

N style

On-board first-aid kit for minor cuts and scrapes.

NETJETS branded valise.

Pilots and flight attendants stant-out with NETJETS-issued carry-on bags.

OWNERS

at the speed OF LIFE

OWNERS are the brand’s most important constituency. At every touchpoint between brand and owners, we strive for an aesthetic that meets and surpasses owners’ expectations based on our thorough understanding of their affluent, successful lifestyles. What they see, feel, smell, taste and touch should be unrivaled in quality of form and in excellence of execution. From the first time a new owner receives the NETJETS Owner’s Guide, every element of communications between the brand and its owners must speak to a commitment to excellence that is without peer – not just among fractional jet ownership companies, but in the markets, industries and realms in which our affluent owners live and thrive. When we talk to owners in print, the feel of the magazine, invitation or gift must be unmistakably NETJETS: substantive, high quality, intelligent in form and content. When we communicate through the Internet, graphics must be refined, visually-compelling and wholly modern in a manner that reflects both the advanced technologies and the personalized attention that NETJETS brings to bear on the quality of their travel experience. And when we welcome our owners aboard their aircraft and travel through their lives with them, the NETJETS travel experience must be founded on NETJETS safety, but shaped by a passionate commitment to the world’s most refined travel experience.

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the first

IMPRESSION

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The Owner’s Compendium, delivered after contract execution, is the first chance to make a lasting impression. From the completeness of the information to the conciseness with which it is delivered, the Owner’s Compendium should be the everyday shelf presence of the NETJETS brand.

TA LK IN G TO O WN ER S | the owner â&#x20AC;&#x2122;s compendium

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brand

BONDING NETJETS PRESENTS is a vital communitybuilding tool that adds value to ownership and strengthens the bond between owners and the brand. The impressions it makes on arrival is critical to the success of the program, and should be of high quality materials with clear, at-a-glance readability. Add to the freshness of each season by rotating the exterior box color, to signal a new set of opportunities exclusive to NETJETS owners and Marquis Cardholders.

TA LK ING TO OW NER S | box system lifestyle

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corporate WIN TER / SPR IN G 2008

WIN TER / SPR IN G 2008

W I NT E R / S P R I NG 2 0 0 8

Distinctive photography that is cropped to grab attention will engage recipients faster...and keep them interested longer.

W I NT E R / S P R I NG 2 0 0 8

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very special events

INVITATION SYSTEM Single event invitations should vary in design and delivery to keep the impression on arrival fresh and to remind owners that the benefits of ownership never stop.

BACKPLATED FORMALITY recommended for arts and cultural events that require multiple cards, images, and information. The die-cut backplate is presentational, and allows for more complex information to be clearly organized and more readily remembered.

TRADITIONAL FOLIO recommended for sporting events and adult fun. That said, this genre of invitation can be invigorated by adding a die-cut or interactive design elements that keep owners and their families entertained...and informed.

MINI-POSTERS recommended for family-friendly events that will especially appeal to one of the owners most beloved assets: their children! Invitations that arrive small, then unfold into a wall-sized poster, is child-friendly and fun.

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TA LK IN G TO O WNER S | single event invitations

581 M A I N S T R E E T W O O D B R I D G E , N J 07095

PLEASE JOIN NETJETS FOR A PRIVATE VIEWING OF THE BROAD CONTEMPORARY ART MUSEUM AT LACMA

DATE: THURSDAY, FEBRUARY 21, 2008 LOCATION: LOS ANGELES, CA DETAILS: DESIGNED BY WORLD RENOWNED ARCHITECT RENZO PIANO, BCAM ADDS 60,000 SQUARE FEET OF GALLERY SPACE DEDICATED TO THE DISPLAY OF CONTEMPORARY ART. RSVP: BY FEBRUARY 4, 2008 EVENTS@NETJETS.COM OR 732.326.3736

THIS INVITATION IS NON-TRANSFERABLE. PLEASE RESPOND EARLY. SPACE IS LIMITED.

PLEASE JOIN NETJETS FOR A ROUND OF GOLF WITH SELECT CHAMPIONS TOUR PROFESSIONALS AT BANDON DUNES

DATES: SUNDAY, AUGUST 27TUESDAY, AUGUST 28, 2008 LOCATION: BANDON DUNES GOLF RESORT 57744 ROUND LAKE DRIVE BANDON, OREGON AGENDA: SUNDAY, AUGUST 27 4:00 PM REGISTRATION AND CHECK IN 6:30 PM MEET THE CHAMPIONS TOUR PROS DURING COCKTAILS & DINNER IN MCKENZIE HALL MONDAY, AUGUST 28 8:00 AM BUFFET BREAKFAST AT THE GALLERY RESTAURANT 10:40 AM NETJETS GOLF OUTING AT PACIFIC DUNES 7:00 PM COCKTAIL RECEPTION & AWARDS DINNER IN MCKENZIEE HALL

RSVP: 732.326.3842 OR LJTURCHYN@NETJETS.COM THIS INVITATION IS FOR THE PRINCIP AL NETJETS OWNER AND IS NOT TRANSFERABLE . EACH FOURSOME WILL BE PAIRED WITH A PGA CHAMPIONS TOU R PROFESSIONAL.

581 M A I N S T R E E T W O O D B R I D G E , N J

TUESDAY, AUGUST 29 7:30 AM BUFFET BREAKFAST AT THE GALLERY RESTAURANT 9:20 AM TEE TIMES AVAILABLE AT BANDON DUNES COURSE 11:00 AM CHECK OUT

07095

PLEASE JOIN NETJETS FOR A PRIVATE ADVANCE SCREENING OF SHREK THE THIRD! SATURDAY, MAY 12TH, 2007 UNITED ARTISTS TARA THEATRE 2345 CHESHIRE BRIDGE ROAD NE ATLANTA, GEORGIA 11:00AM RECEPTION 12:00PM PRIVATE ADVANCE SCREENING

RSVP BY MAY 4TH TO NETJETS EVENTS 732 326 3736

THIS INVITATION IS NON-TRANSFERABLE. PLEASE RESPOND EARLY. SPACE IS LIMITED.

RSVP BY MAY 4TH TO NETJETS EVENTS 732 326 3736

THIS INVITATION IS NON-TRANSFERABLE. PLEASE RESPOND EARLY. SPACE IS LIMITED.

07095

SATURDAY, MAY 12TH, 2007 UNITED ARTISTS TARA THEATRE 2345 CHESHIRE BRIDGE ROAD NE ATLANTA, GEORGIA 11:00AM RECEPTION 12:00PM PRIVATE ADVANCE SCREENING

581 M A I N S T R E E T W O O D B R I D G E , N J

PLEASE JOIN NETJETS FOR A PRIVATE ADVANCE SCREENING OF SHREK THE THIRD!

The envelopes used within the invitation system inter-mix brand colors and papers to render each event communication unique and thus, more memorable.

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TA LK IN G TO OW NER S | directed note cards

genteel

REFINEMENTS

The greatest strength that NETJETS brings to its relationship to owners is the profoundly personal attention. Fine stationery and hand-written personal notes reflect that commitment to personal service in a way that email never will.

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TA LK IN G TO OW NER S | br anded gifts

lorem

IPSOM DELLA lifestyle

Off-aircraft, quality is nowhere more important than in the gifts we choose for owners and how they are presented. As an expression of thanks, they must have the style, quality and appeal to live comfortably within ownersâ&#x20AC;&#x2122; lifestyles. Select materials of superior grade, and package them as the finest gift shops would: avoid corrugated boxes and low quality gift cards. Always add discreet branding to them, to strengthen the bond between owners and the brand.

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OWNERSâ&#x20AC;&#x2122; GIFTS

PROSPECTS outsider

giving thanks

corporate

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gifted

TA LK IN G TO O WN ERS | uni f or ms for onwner-focused crew

moments

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TA LK IN G TO OW NER S | quar ter ly magazine lifestyle

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NETJETSTREAM

newsletter

The quarterly magazine to NETJETS owners, the renamed JETSTREAM magazine is conceived to help owners get the most from their ownership, and graphically designed to reflect their affluent lifestyle. When mailed to competitive owners, its becomes a powerful prospective tool as well.

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talking to owners

lifestyle

QUARTERLY MAGAZINE

PROSPECTS

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Each issue of JETSTREAM offers a global perspective on a wide range of topics pertaining to NetJetters. The graphics are crisp and super-sonic, syncing modern imagery with savvy journalistic entries written by a team of New York City journalists. And the last page always includes The Last Word: A message from the Chairman, Richard Santulli.

corporate

TA LK IN G TO OW NER S | quar ter ly magazine

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ready for

TAKE-OFF Flight attendants and ground crew set the tone for the on-board experience, and uniforms should signal an elevated professionalism unique to NETJETS and be informed by the brandâ&#x20AC;&#x2122;s refined aesthetics. With nine separates for women and seven for men, the uniform collection, designed by Colin Cowie, incorporated the branded colors and patterns developed as part of the larger branding program. Signature prints served as scarf, lining and tie accents for all uniforms, and a signature print wrap dress was offered to female flight attendants.

TA LK IN G TO O WN ERS | uni f or ms for onwner-focused crew

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The uniform collection was conceived as a â&#x20AC;&#x153;non-uniformâ&#x20AC;? system, so that flight attendants would be unlikely to arrive dressed identically on any given day, yet would always project a branded, peerless presence.

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TA LK IN G TO O WNER S | onboard owner s guide lifestyle

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ON-BOARD

ownersâ&#x20AC;&#x2122; guide The On-Board Guide is For Owners Only, and helps orient owners to the refreshments and amenities on-board each aircraft type. The Guide makes it easy to find what they want, when they want it ...and ensures that they feel at home on their aircraft. And for owners considering an upgrade or adding a share of another aircraft, it is an on-board up-sell tool.

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The On-Board Owners Guide is organized by aircraft type. This enables Owners to to review the features of their own aircraft, as well as others they might consider in the future.

above: Aircraft features at a glance. below: Locating the Refreshment Center.

private stock: The Refreshment Center is the main location for on-board snacks and beverages, as well as basic supplies to supplement catering.

TA LK IN G TO O WNER S | onboard owner s guide

WHEN YOU OWN YOUR OWN JET, IT SHOULD BE EASY TO FIND WHAT YOU WANT. (NOW IT IS.)

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on-board

BRANDING

The guiding principle of on-board branding is discretion. The subtle use of brand colors that live comfortably with the interior design of the jets combined with the jets icon and signature prints are the dominant branding elements onboard. Branding should never be patently commercial; remember, our passengers own these jets.

TA LK IN G TO OW NER S | on-board br anding

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Note subtle shifts in the application of the signature patterns on small items.To the left, playing card backs are imprinted with the signature pattern. To the right, the hot cup bears a pattern variation.

corporate

An uncompromising commitment to safety is a hallmark of the NETJETS brand. The branded on-board safety guide reminds owners that NETJETS makes it happen.

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At launch, peanuts and jelly beans will be offered in this easy serve cylinder with a recloseable lid.

TA LK IN G TO O WN ERS | “savor the moment” snack progr am

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PROSPECTS

OWNERS insider

outsider corporate

savor

THE MOMENT

Small details make a big diference in the on-board experience. The on-board snack program has been redesigned exclusively for NETJETS. Packaging has a “high touch” presence that entices, and windows allow owners to see the snacks before making a final selection. Frosted, neutral packaging materials have been chosen to enhance the snack presentation and to exist comfortably within the on-board environment. Three package types ensure that any future snacks will fit comfortably into the system — and all packages fit easily into readily accessible on-board storage. Packaging is recloseable, so owners can toss their uneaten portions into their bags, and never leave feeling they’ve been wasteful.

Cookies are packaged in a rigid box to protect against breakage. The frosted bottom hides loose crumbs, and a sealed inner pouch helps preserve freshness.

The zip pouch is the “work horse” of the packaging program. It keeps snacks fresh longer and can accept most any unbreakable snack.

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EXCELLENCE

is in the details

Amenities kits for large-cabin aircraft combine related items for owners and improve housekeeping. The language on the easy-to-use slip-sleeve boxes is conversational and natural. All elements are designed in soft neutral tones that live comfortably within in the interior design of the aircraft.

TA LK IN G TO OW NER S | on-board amenities

The Feel Well Kit is a sectioned drawer liner that organizes all OTC remedies in one area, to make it easy for owners to find what they need, and to improve on-board housekeeping

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TA LK IN G TO OW NER S | on-board br anding lifestyle

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EMPLOYEES

On-board supplies have been reduced in number but improved in overall quality and aesthetic to create an environment – and a moment – that is refined and relaxed

insider

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corporate

1 The sealed “Food Tools” kit ensures that flatware and napkins are sanitary 2 Clean, single-use salt and pepper packets eliminate the need to refill shakers and reduce waste

3 Matchbook-style toothpick packs are a personal amenity that show an attention to small details

4 New sugar and Splenda packettes offer European styling and improved functionality when pouring 5 NETJETS-branded sugarfree mint gum is delicious and offers a ready solution to blocked ears during take-offs and landings

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TA LK IN G TO O WN ER S | custom food safety bag lifestyle

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This custom thermal catering bag has been designed to address food safety concerns and improve presentation of catering on-board. Side pockets provide a tidy way to bring publications and extra supplies on-board. The collapsible design allows for flat storage when not in use, a critical feature on smaller aircraft.

R E -E NV IS ION I N G N E T J E T S

Ten ounce crystal clear plastic glasses complement the angularity of the plates, for a tabletop look thatâ&#x20AC;&#x2122;s intentional and well-designed.

savor

THE MOMENT

On-board presentation of catering is among the most difficult challenges to solve. With hundreds of caterers serving NETJETSâ&#x20AC;&#x2122; 1,900 FBOs, there is no practical way to ensure 100% execution. A collection of bone-colored stock plates have been selected to sit comfortably atop aircraft tables. Snap on/off lids are tight yet can be easily removed by owners serving themselves on small- and midsize cabin aircraft, and will reduce or eliminate the need and waste of plastic wrap, which is neither user- nor environmentally-friendly.

TA LK IN G TO O WNER S | on-board food ser vice lifestyle

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A collection of artisanal condiments, preserves, sauces and dressings add an accent to any dish and allows owners to dress their food to their own particular tastes.

EMPLOYEES

QUALITY SERVICE

initiatives

Service isn’t just something we do: it’s a way of life. From the way we set-up our aircraft for ultimate comfort and convenience to the way we greet our owners every single day, our total focus is on delivering an experience that is unsurpassed...not just by other fractional jet companies, but by the best service companies worldwide. NETJETS QS means peerless service. It isn’t easy...but when you have the world’s best people, it’s a way of life.

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WHAT’S THE SECRET TO THE WORLD’S BEST SERVICE?

The world’s best people.

TA LK IN G TO EMPLOYEES | QS initiatives lifestyle

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Case Envy offers a sleek collection of binders, CD cases and other great looking meetings materials that are brand-right. Go to: www.caseenvy.com

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TA LK IN G TO EMP L OYEES | new hire or ientation

welcome

ABOARD!

NETJETS’ QS tail letters are the implicit commitment to the best service in the world, and new hires should start their training with the understanding that they’ve been chosen to be a part of a company that defines Quality Service...NETJETS QS.

Well-designed (but cost-effective) meeting materials signal to new hires — and all employees— that everything matters. After all, great service is in the details.

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THE 3-5’s

Delivering the world’s best service isn’t just great for owners. People who are the very best at what they do enjoy their work more.

lifestyle

OWNERS

PUBLIC

EMPLOYEES

insider

outsider

PROSPECTS

corporate

PEOPLE O

n er Ow tion f irm he a onf Tour o ing st t sport o C f H / 01 ie er an Off ty Br ervice & Tr e 02 g Saf light S andin 03 In F firm L AL 04 n ne R I V file Co Pla 05 o /AR R D er Pr ne on A n e O o w B Z lan t O P R E firm mfor to P n o n er Co ate C eet w 1 O r 0 Cre t & G ssist ard 02 e A Me ort & on Bo 03 c e s s E com RE tair 04 l TU of s We PA R m E 05 o t t /D y � N E o Cit at bo on/ t e PLA t at i D E come stanc age por l i s g e s n es g W r as h lu ra rvic 01 e oT Off ist wit ner t ience er Se 02 n r w s e As ort O Exp & Ow 03 Esc plete /Crew 04 m Co rief w b De 5

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TA LK IN G TO EMP LOYEES | QS ser vice initiatives

The 3-5’s card is a READY reminder to pilots and crew of how to deliver the world’s best service.

all about

People need to see themselves in their work and in their workplace. In photography destined for employee communications, get close enough to personalize the visual, but far enough way to show where people are. Because they aren’t just people at work, they’re QS people at NETJETS. Top notch. Quality-driven.

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gifts of

DISTINCTION

Gifts should always be both “thank you” and recognition for a job especially well-done. Use the QS hallmark as a badge of accomplishment and the way that NETJETS’ most important insiders recognize each other.

TA LK IN G TO EMPLOYEES | QS gift progr am

lifestyle

OWNERS

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EMPLOYEES

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corporate

1. Travel amenities kit for crews who spend a lot of their lives on the road for NETJETS. 2. Hallmarked cold weather gear says that employees deserve comfort, too. 3. Everyone loves a baseball cap! 4. Ut wisi enim ad minim veniam, quis nostrud exerci tation

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TA LK IN G TO EMP LO Y EES | QS educational progr ams lifestyle

OWNERS

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EMPLOYEES

insider

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corporate

What says Quality work more than a QS mousepad?

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show the

QS COLORS

Desktop gear doesn’t just make a class more fun. It’s a reminder of what’s been learned when employees go back to work, and reinforces the QS message.

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lifestyle

PROSPECTS outsider

PUBLIC

EMPLOYEES

corporate

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lorem ipsom UTEA

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Desktop gear doesn’t just make a class more fun. It’s a reminder of what’s been learned when employees go back to work, and reinforces the QS message.

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set the table

SET THE TONE

The information tools that we put into employeesâ&#x20AC;&#x2122; hands set the tone for their work...and can offer visual cues as to what Quality Service looks like in every detail.

IN FO RMATIO N TOOLS | stock items catalog

lifestyle NetJets Locker Stock for On-boarding NetJets Stock Number

4100086

PROSPECTS

OWNERS

Category

Aircraft Category

Food | Onboard Stock

ALL AIRCRAFT Aircraft

Item

Stock Quantity/Aircraft

Sugar Packette Vendor

SUGART/BOLCI GROUP Description

European style (slender) sugar packettes. Available in white or raw sugar varieties

Contact Name-Vendor

Dennis R. Bolduc, Director of Sales and Marketing Address-Vendor

48 Morgan Street

work

Manchester

Model Number (if applicable)

03102

USA

white sugar #HPS4, raw sugar #HPS6

Phone Number-Vendor

Picture

(603) 998-9196

work

Alternate Phone Number-Vendor

Phone Number

mobile

Email Address-Vendor

dbolduc@bolci.com

work

URL-Vendor home page

Order Units

Cost

Price Type

Wholesale

Custom/Stock?

www.sugart.us

Notes

CC NOTE: - Lock

Last Order Date

NOTE: image is for package type only

Customized Product Dieline required for graphic design. De Ster will resource a domestic sugar company to avoid delivery dilemmas.

3/17/09

interior page detail shown.

This is a detail drawing...

letâ&#x20AC;&#x2122;s get

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lifestyle

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EMPLOYEES

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IN FO RMATIO N TO O LS | f l eet st orage capacity reference binder

C I TAT I O N E N C O R E | N 8 3 4 Q S | F LO O R P L A N

C I TAT I O N E N C O R E | N 8 3 4 Q S | R E F R E S H M E N T C E N T E R

C I TAT I O N E N C O R E | N 8 3 4 Q S | R E F R E S H M E N T C E N T E R | A R E A 7

C I TAT I O N E N C O R E | N 8 3 4 Q S | R E F R E S H M E N T C E N T E R | A R E A 6

15.5” 2 1/2"

4 5/8" 3 5/8"

The Refreshment Center is located in the front of the aircraft on the pilot’s left side. The Refreshment Center is the main storage area for food and beverage items.

1 1/2"

*All measurements are correct within reasonably acceptable variations with respect to storage capacity. In the event that any inserts or other elements are to be constructed to fit within these storage areas, all dimensions should be confirmed. Furthermore, since different aircrafts of the same model may vary, these dimensions should be assumed to be correct only for the tail number of the aircraft noted.

SD SD

1 3/8"

3 5/8"

3 1/2"

4 3/4"

3 5/8"

AREA KEY

AREA OF DETAIL

AREA KEY

AREA OF DETAIL

3 5/8"

10"

4 1/8"

3 5/8"

4 3/8"

6 1 3/4"

4 3/4"

2 1/8"

2 5/8"

3 5/8"

3 1/2"

7 RC FC AC SD CT RT

Refreshment Center Right-Hand Forward Cabinet A ft Storage Closet U nder-Seat Drawers (3) Center Tables (2) Rear Tables (2)

Floor plans for each aircraft

The drawings are all available digitally.

Usable storage areas

Dedicated-use areas

FACADE OF REFRESHMENT CENTER

REFRESHMENT CENTER WITH DOORS REMOVED

Detailed refreshment center lay-outs

AREA 7 is a cabinet with multiple storage compartments. The center section contains shelves specifically designed to hold soda cans. The two left side storage “pocket” shelves have an estimated storage capacity (including clearance) of 34.5 cu. in. The right side storage area side slides out and has two shelves with a total storage capacity of 155.5 cu. in.

1 3/4"

3 5/8"

REFRESHMENT CENTER | USABLE STORAGE: AREA 7

Functionality is built into the drawings

AREA 6 holds two telescoping drawers with removable 1/4" dividers. The smaller, top drawer has 70.2 cu. in. of storage space, while the bottom drawer has 108.7 cu. in. The drawers are ideal for small items.

REFRESHMENT CENTER | USABLE STORAGE: AREA 6

Highly detailed storage capacity drawings are included for every area on every aircraft

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BREAKFAST

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SNACK TRAYS ENTRﾃ右 SALADS

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LONG FLIGHT DINING

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DESSERTS

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BREAKFAST

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Menu items are shown in photography to make it easy for reps to describe items to owners.

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Th guide shows ingredients to help with likes, dislikes or food allergies 02

Classic Skewer

SNACK TRAYS

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feugiat nulla facilisis.

consequat ,

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3. dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam.

2. adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet.

IN FO RMATIO N TO O LS | OSR menu reference guide

lifestyle

OWNERS

PUBLIC

EMPLOYEES

insider

outsider

PROSPECTS

corporate

mouth watering

INFORMATION

Eventually there will be something for Owner Services Reps to use when talking to owners and their staff people and this might be called Forks Up or it might not, but itâ&#x20AC;&#x2122;s important to have a tool to put in their hand (or a readily accessible PDF) to help them do their jobs well.

talking to

THE PUBLIC

Talking to the public is a lot like walking into a room filled with people you don’t know: your next best friend may be in the room...but so might the guy who is going to steal your briefcase the moment you turn your back. It’s filled with risks...and rewards. The most you can do is put your best foot forward and present your best public self. That’s the spit polish of a sharp letterhead and the warmth of high quality personal stationery when the moment demands it. It means talking about yourself with restraint (in advertising) but giving a little bit more when time allows (on the web). And it means realizing that everything your brand does (or doesn’t do) will reflect on the brand—including a sign that’s weather-worn or isn’t properly maintained. At the same time, the public is filled with all the people who are now, or will someday be, an owner. It’s important to the brand’s vitality to know when to let your brand personality shine through. When all is said and done, only NETJETS has the best people in the world serving the best owners in the world.

talking to

PROSPECTS

Prospects are part of the brand’s future but also of the unknown public. Give them a peek into the soul of the lifestyle brand to entice them to learn more -- but not so much that the “secrets” that are shared by the brand and its 3,000 owners become broadly shared. The lifestyle brand is exclusive, and the membership a class unto itself. The icons campaign balances this objective well, though, going forward, issues of diversity might be factored in. By using celebrities and other well-known figures, the campaign allows prospects to identify with, or reject, a lifestyle based on the known elements of the person’s life, without actively rejecting NETJETS. However, as prospects are more and more qualified, the conversation with them must become more personal and higher touch, to give them the view in that can entice...and close the deal.

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581 Ma i n St. Wo o dbri dg e , NJ 07095

LAUREN FRYFIELD Senior Vice Pr esident

A Berkshi re Hathaway company

LAUREN FRYFIELD Senior Vice Pr esident Marketing

581 Main St. Woodbridge, NJ 0709 5 T 732 326 3767 F 732 326 376 6

581 M ain S t . W o o d b r id g e, N J 0 7 0 9 5

LAUREN FRYFIELD Senior Vice Pr esident Marketing

581 Main St. Woodbridge, NJ 0709 5 T 732 326 3767 F 732 326 376 6 C 908 510 977 3 lfryefeild@netjets.com

5 8 1 M ain S t . W o o d b r id ge , NJ 07095

corporate

IDENTITY

C O RP O RATE C O MMU N IC ATIO N S & THE PUB LIC | core identity lifestyle

OWNERS

PUBLIC

EMPLOYEES

insider

outsider

PROSPECTS

corporate

Align bottom of FedEx Expree Shipping Labe l here

Align bottom of Peel and Stick Airbill here

360째 branding

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the personal TOUCH

Personalized communications can make the difference, whomever the recipient.

The Honorable Ted Strickland Governorâ&#x20AC;&#x2122;s Office Riffe Center, 30th Floor 77 South High Street Columbus, OH 43215-6108

Dear Governor Strickland, Duis autem vel eum iriure dolor in hendrerit in vulputate velit esse molestie consequat, vel illum dolore eu feugiat nulla facilisis at vero eros et accumsan et iusto odio dign issim qui blandit praesent. luptatum zzril delenit augue duis dolore. te feugait nulla facilisi. Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam non ummy nibh eui smod tincidunt ut laoreet. .

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Richard Santulli Chairman

Executive stationery signals a communique thatâ&#x20AC;&#x2122;s not all business.

TA LK IN G TO THE PUB LIC | note stationer y

lifestyle

OWNERS

PUBLIC

EMPLOYEES

insider

outsider

PROSPECTS

corporate

The undisputable refinement of a lined envelope

5 8 1 M a i n S t re e t , Wo o d b r i d g e , N J 0 7 0 9 5

581 Main Str eet, W oodbridge, NJ 07095

RE-E NV IS ION I N G N E T J E T S

1. Variations in sign materials and colorations should be intentional.

2. Avoid oversigning. Two or more logos in a single sight line gives a mass impression.

C O RP O RATE C O MMU N IC ATIONS & THE PUB LIC | signage lifestyle

OWNERS

PUBLIC

EMPLOYEES

insider

outsider

PROSPECTS

corporate

high

SIGNS

More than simple way-finding, NETJETS signage signals the presence of an industry leader...and the promise of an unparalled experience. On the flip side, anything less will reflect badly on a name that canâ&#x20AC;&#x2122;t be missed.

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C O RP O RATE C O MMU N IC ATIO N S & TH E P UB LIC | cor por ate adver tising lifestyle

OWNERS

PUBLIC

EMPLOYEES

insider

outsider

PROSPECTS

corporate

ONCE YOU’VE FLOWN NETJETS, NOTHING ELSE EVEN COMES CLOSE. In 1986, NetJets pioneered the concept of fractional jet ownership, giving individuals and businesses all the benefits of whole aircraft ownership and m ore at a fraction of the cost. To d a y, N e tJ e ts i s th e w o r l d w i d e l e a d e r w i t h t h e m o s t O w n e r s , t h e m o s t experience, and the la rgest fleet. Netjets Fractional Jet Ownership Pr ograms | The Mar quis Jet Ca rd Executive Jet Management

ONCE YOU’VE FLOWN NETJETS, NOTHING ELSE EVEN COMES CLOSE. In 1986, NetJets pioneered the concept of fractional jet ownership, giving individuals and businesses all the benefits of whole aircraft ownership and m ore at a fraction of the cost. Today, NetJets is the worldwide leader with the most Owners, the most experience, and the lar gest fleet. Netjets Fractional Jet Ownership Pr ograms | The Ma rquis Jet Ca rd Executive Jet Managemen t

NetJets.com | 1.877.netjet s

talking

VALUES

Corporate advertising gives brands the opportunity to talk about themselves...what they value, how they operate and what really matters. For a brand that requires a substantial personal investment from prospective owners like NETJETS, communicating strength in all its forms is key.

TRUST

N et J et s.co m | 1 .8 7 7 .n et j et s

RE-E NV IS ION I N G N E T J E T S lifestyle

OWNERS

PUBLIC

EMPLOYEES

insider

outsider

PROSPECTS

corporate

NetJ

m| s.co

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talking

BUSINESS

Direct mail is the most effective and targeted way to address global business executives, who value time and have the resources to make the NETJETS investment. Going forward, it’s vital to express the cost and time efficiency of fractional ownership, and draw in sharp counter-point the wisdom of the choice compared to jet ownership. Hands down, it’s a winning argument.

OM EN C E EV t own ELS l je IN G ip ona e rs h O T H f fr a c ti n N , w S o t o JET ra ft it h th cep a ir c NET con er w O W N re d th e o f w h o le e le a d E FL ee w id O U ’V e ts p io n b e n e fi ts w o rl d Y E e ui O N C 6 , N e tJ s a ll th e ts is th ar q t. e e 98 he M fl e e In 1 u si n e ss y, N e tJ s|T g e st b da ra m e la r and . To r og c o st e , a n d th h ip P th e c n e rs w ri e n e O e xp l Je t t ona men ra c ti a n a g e M e ts F N e tj ti ve Je t cu E xe

TA LK IN G TO PR OSPECTS | direct mail

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ONCE YOU’VE FLOWN NETJETS, NOTHING ELSE EVEN COMES CLOSE. In 1986, NetJets pioneered the concept of fractional jet ownership, giving individuals and businesses all the benefits of whole aircraft ownership and more at a fraction of the cost. Today, NetJets is the worldwide leader with the most Owners, the most experience, and the largest fleet.

NetJets.com | 1.877.netjets

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RE- E NV IS ION I N G N E T J E T S lifestyle

PROSPECTS

OWNERS

outsider

insider

PUBLIC

EMPLOYEES

corporate

on the FLY

Personalizing the pitch is the next step in winning the trust of prospective owners. The web offers a costeffective means to stay in contact, but should never be the only way the brand touches a qualified prospect.

TA LK IN G TO PR OSPECTS | direct mail

Mrs. Susan Slover Slover and Company 584 Broadway Suite 903 New York, NY 10012 N E T J E T S

Presorted Standar d U . S. Po s t a g e P ai d

Qualified prospects should receive something they can hold in their hands, to understand the commitment quality from the very start.

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on the HOOK Hereâ&#x20AC;&#x2122;s where prospects should be given the most fulsome expression of the NETJETS lifestyle, with an equally thorough discussion of the cost- and timeefficiency play.

lifestyle

OWNERS

PUBLIC

EMPLOYEES

insider

outsider

PROSPECTS

corporate

TA LK IN G TO PR OSPECTS | prospecting box