Unilode brand book guidelines by Spinach Branding

Unilode Identity Guidelines Colour palette

Unilode Aviation Solutions Brand Guidelines

Unilode Brand Guidelines Contents

Welcome 4 Our Brand Who we are Our vision Our values

6 8 10 12

Our visual identity 22 Logos 24 Typography 36 Colour 40 Illustration 48 Texture and highlighting 50 Iconography 52 Graphs and charts 58 Photography 62 Brand application 76 Stationery 78 Website 88 ULDs 90 Advertising 92 Signage 96 Uniforms 98 Vehicles 104 Our tone of voice 120 Application 124 The top ten checklist for writers 127

Unilode Identity Guidelines Colour palette

Welcome

At Unilode, we pride ourselves on meticulous attention to detail and consistency in all areas of our business and we believe our brand should reflect this consistently online, on paper, in words and photography. Essentially, our brand needs to be as airworthy as the ULDs we supply and manage and, as we know, this requires a certain level of care and attention. So take your time, kick the tyres, have a look under the bonnet â&#x20AC;&#x201C; see what makes our brand unique.

Our brand

Unilode Brand Guidelines Our brand

Who we are

We are a strategic global partner.

We help airlines reduce operational costs, increase cargo revenues and meet customer expectations by providing innovative ULD and Galley Cart solutions. Solutions that are designed to meet the complex financial and operational needs of the airline industry.

Unilode Brand Guidelines Our brand

Our vision

We are the worldâ&#x20AC;&#x2122;s leading provider for outsourced ULD and inflight equipment solutions.

We believe that in order to strengthen this position we must continue to be leaders of strategy and innovation. Through this we will revolutionise aviation industry thinking around the operational benefits of outsourcing ULD and Galley Cart fleets.

Unilode Brand Guidelines Our brand

Our values

At the heart of our brand lies a set of core values that represent everything we stand for. They are the principles that inform our behaviour and how we communicate and present ourselves at every touch point. They are qualities that set us apart from our industry peers, and the reasons why people choose us. We have chosen the following four values because they represent who we are and who we aspire to be.

Personable Reliable Expert Innovative

Unilode Brand Guidelines Our brand

Perso

We’re easy to get on with and simple to do business with. We build long-term, mutually respectful relationships.

nable Through the following traits: • Customer focused • Bespoke • Responsive • Engaging • Accessible

Unilode Brand Guidelines Our brand

Reliab

We do what we say we will, any time, any place, every day. Personally and professionally we don’t let people down.

Through the following traits: • Dependable • Trustworthy • Showing integrity

Unilode Brand Guidelines Our brand

Exper

We accumulate knowledge and understanding, reﬁning and applying our skills in delivering a seamless, straightforward service.

Through the following traits: • Knowledgeable • Experienced • Accomplished

Unilode Brand Guidelines Our brand

Innov

We’re always looking for a sharper, smarter way to do everything, while being experienced enough to recognise and use what works best.

ative Through the following traits: • Involving • Progressive • Agile • Ambitious • Demanding of ourselves

Our visual identity

Unilode Brand Guidelines Our visual identity

Master logo

Our brand is made up of a number of important elements but our logo, the visual representation of our brand, is often the first thing our customers, prospects and industry partners see so is without doubt the most important. Consistency in its presentation is key and really sets the standard for the way we maintain uniformity and clarity across all the elements of our brand identity and communications.

Minimum size 35mm

Unilode Brand Guidelines Our visual identity

Master logo black

Minimum size 35mm

Master logo reversed

Minimum size 35mm

Unilode Brand Guidelines Our visual identity

Master logo clear space

Our logo is always surrounded by an area of clear space which remains free of all other design elements. The clear space around our logo is equal to the width of the letter ‘U’.

= width ‘u’

= half width ‘u’

Unilode Brand Guidelines Our visual identity

Secondary logo

Our secondary logo is a stacked lock-up that should be used when the application area is better suited to a portrait format.

Minimum size 25mm

Black

Minimum size 25mm

Reversed

Minimum size 25mm

Unilode Brand Guidelines Our visual identity

Our emblem

Our emblem is constructed using strong modular elements that combine to create the ‘u’. It references the characteristic cut-away corner of the most common ULD. The sharpened stems of the ‘u’ create a set of geometric wings, symbolising upward movement and flight.

The clear space surrounding our emblem is half the width of one of the vertical strips.

Unilode Brand Guidelines Our visual identity

Using our emblem

Do Anchor the emblem to the bottom right. Centre it vertically and horizontally in the space.

Donâ&#x20AC;&#x2122;t Anchor the emblem to the bottom left. Anchor it to the top.

Unilode Brand Guidelines Our visual identity

Typography

Our brand font is Suisse Int’l. It’s a versatile sans serif font that should be used across branded material where possible. If technical restrictions mean you cannot use Suisse Int’l, for example powerpoint templates, typed documents, or screen applications then Helvetica or Arial should be used.

Primary

Suisse Int’l Regular

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@£$%&*():”<>?/ Suisse Int’l Bold

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@£$%&*():”<>?/ Secondary

Helvetica Regular

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@£$%&*():”<>?/ Helvetica Bold

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@£$%&*():”<>?/ Arial Regular

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@£$%&*():”<>?/ Arial Bold

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@£$%&*():”<>?/

Unilode Brand Guidelines Our visual identity

Leading and letter spacing

leading is 2.5pt more than â&#x20AC;&#x2DC;Xâ&#x20AC;&#x2122; point size

X Heading set at 40/42.5pt tracking for large headings should be set to -10

tracking for bold copy 8pt and under should be set to 10

Unilode Brand Guidelines Our visual identity

12 column x 12 row grid

Suisse Int’l Bold for headings

Suisse Int’l Regular for footnotes. Borre cequae dolupis aritam quate volorum harunur autem.

Suisse Int’l Bold for intro body copy. Lorem ipsum dolor sit amet, consectetur adipiscing elit. Cras quis accumsan justo, ornare pulvinar massa. Morbi non erat sit amet felis finibus consequat sit amet in justo. Vivamus et mauris commodo, varius nunc ac, sodales tellus. Nullam non finibus risus, non luctus nunc. Suisse Int’l Regular for body copy. Etiam blanditlectus vel auctor viverra. Phasellus imperdiet quis libero id facilisis. Donec feugiat ante a massa pharetra, ac scelerisque ligula porttitor. Suspendisse quis nibh nec nibh facilisis

auctor. Sed porta dui et enim lobortis, et pellentesque nunc malesuada. Cras dignissim sodales metus, at molestie purus porta quis. Morbi bibendum lectus nisl, nec auctor risus blandit at. Suspendisse congue mauris quis dui lobortis, vitae semper leo gravida. Morbi non erat sit amet felis finibus consequat sit amet in justo. Vivamus et mauris commodo, varius nunc ac, sodales tellus. Nullam non finibus risus, non luctus nunc.

Unilode Brand Guidelines Our visual identity

Colour palette

Our choice of colours has been considered so that our visual identity sits comfortably within the aviation environment (avoiding confusion with navigational signposting or hazard warnings, etc.) and works neatly alongside the varied brands of our customers. Ultimately, Unilode is a timeless, global brand and our choice of colour reflects this in its bold simplicity and tonal neutrality.

Primary

Unilode Red Pantone 185 C:0 M:100 Y:80 K:0 R:232 G:10 B:43 #e80a2b

Unilode Black Pantone Black C:0 M:0 Y:0 K:100 R:32 G:33 B:38 #202126

Unilode Grey Pantone Cool Gray 1 C:4 M:3 Y:6 K:7 R:218 G:217 B:214 #dad9d6

Secondary

Unilode Green Pantone Bright Green C:100 M:0 Y:66 K:0 R:0 G:172 B:147 #00ac93

Unilode Blue Pantone Reflex Blue C92: M:70 Y:0 K:0 R:50 G:73 B:156 #32499C

Unilode Yellow Pantone 116 C:0 M:14 Y:100 K:0 R:255 G:205 B:01 #fecb00

Unilode Brand Guidelines Our visual identity

Primary colour palette tints

100%

80%

60%

40%

20%

Secondary colour palette tints

100%

80%

60%

40%

20%

Unilode Identity Guidelines Colour palette

Unilode Brand Guidelines Our visual identity

Recommended colour pairings

Colour pairings to avoid

Unilode Identity Guidelines Colour palette

Illustration

Unilode Brand Guidelines Illustration

Texture and highlighting

Our lined texture can be used to highlight copy on coloured or photographic backgrounds. We also use it to differentiate different modules on our website.

Future-Proof Innovation for the Aviation Industry

Unilode Brand Guidelines Illustration

Iconography

Unilode Brand Guidelines Illustration

Iconography style

We have developed a clear set of icons that are used as a shorthand visual language where necessary.

Unilode Brand Guidelines Illustration

Full iconography set

24/7/365 operations

Additional services

Aircraft

Airport network

Aviation pallet

Better

Call centre

Catering

Certifications

Cleaning

CO2 emission

Compliance

Container

Cost saving

Customer focus

Fuel costs

Galley cart management

Galley cart

Galley cart repair

Global MRO support

Global support

Handling

Increased velocity

Innovation

Inventory

Issue resolution

IT systems

Less damage to ULDs

Lightweight products

Maintenance and repair

Money

Network

No risk

Operations centre Operational excellence

Pallet accessories

Partnership

People Work force

Quality

Real-time insight

Repair network

Simpler

Smarter

Solutions

Sustainability

Synergies

Technology

Ticketing

Transportation

ULD leasing

ULD management

ULD

ULD repair

Visibility

Unilode Brand Guidelines Illustration

Graphs and charts

Our graphs and charts are set using both the primary and secondary colour palette.

Unilode Brand Guidelines Illustration

Unilode Identity Guidelines Colour palette

Photography

Unilode Identity Guidelines Photography

How we select and use photography plays a key part in reinforcing our core values. Our photography speaks volumes about our brand so the correct usage and selection of images should be considered as important as choosing the right words to use in front of our customers. Overleaf we have attributed our values to the kind of imagery that broadcasts our personality and professionalism best.

Unilode Brand Guidelines Photography

Personable

Reliable

Expert

Innovative

We prefer to use natural, unposed imagery of our own people rather than stock imagery posed by models. Relaxed behind-the-scenes shots of our back office and ground staff teams working together with a smile or individually with a quiet diligence are perfect. We are hardworking but human and our imagery should show that.

We are committed to raising the importance and awareness of the role of ULDs within the aviation industry. Imagery that shows how integral the ULD is to the aviation supply system by putting it into context on the runway alongside passenger or freight aircraft works to convey the importance of the equipment we manage and exemplifies our role in delivering efficiencies within a global industry.

We are world leaders because of our scale and our ability to consistently meet the demands of our customers. Imagery that best demonstrates our flexibility and readiness shows our teams organised and in control at key stages. We want to show our people and our working environments are optimised to create seamless workflows and deliver industry-leading solutions.

We pride ourselves on developing technology that sets us apart from the competition and drives efficiencies for our customers. Imagery that shows our technical aptitude and our incorporation technology into our workflow is essential in conveying our innovative approach to our work.

Unilode Brand Guidelines Photography

Unilode Identity Guidelines Colour palette

Brand application

Unilode Brand Guidelines Brand application

Stationery

Recipient name Address line 1 Address line 2 City Post Code Country

Date Subject Dear Name Surname, Doleniam fugitae ped quunt lam hillupiet que elenim eosam facium re, sequiatur mint. Catia pro bero magnate mpelis doluptam fugit, is rersped ut essimo dipsanim etus dolupid estis explanisci odite pa alibus di rem hita vollecatur aut opti volorit que cori ommoluptiis eiciis doluptur rerrovideles rescil ipis essequi dolore doluptamus quunt voluptat dios ma simolorit eaquat prempor accatum ea quam, optas vel ma debis doluptatur, tet, volla imet, iusdandant lia velest, culpa des endi utempores untibus, offictoriam ipsum dollum qui destrume secto esedi dolorer iatusciet atur, ut unto et que as sit, omnihil laborro in cuptatio conet laborem porrore sequatus nam que velia niscienienis as re, estem exerum si cone et exeritium quis dolore. Nihitium rest eum nis simodi audae enimus ullum quam lit ento voluptas num que que sitius, abora core pro omnis ius eum ut moditiore voluptaqui ut ad most, cumque labore estrum vitia velessu ndelectempor modis sunt imusape lectio veror alia aperorescime prorerum nobitibus dolupta int ditin ratem ut essi aut volecti onsequi dipiendae sit, vid utectium vendiatecto maionsent aperianti blacea nulla veriae sam eum repedio rerum, si voloreped ut a ad quaecte nihillorum repere, tenequatas culparum nobit lam, cor remporr orestis dent. Yours Sincerely

Name Surname Job title

Unilode Aviation Solutions Steinackerstrasse 2 8302 Kloten Switzerland T +41 43 255 4141 F +41 43 255 4142 info@unilode.com unilode.com

Letterhead

With compliments

Unilode Aviation Solutions Steinackerstrasse 2 8302 Kloten Switzerland T +41 43 255 4141 F +41 43 255 4142 info@unilode.com unilode.com

With compliments

Unilode Aviation Solutions Steinackerstrasse 2 8302 Kloten Switzerland T +41 43 255 4141 F +41 43 255 4142 info@unilode.com unilode.com

Name Surname Job Title

Unilode Aviation Solutions Steinackerstrasse 2 8302 Kloten Switzerland M +XX XX XXX XXXX T +41 43 255 4141 F +41 43 255 4142 name.surname@unilode.com unilode.com

Business Card

Compliment Slip

CHEP Aerospace Solutions (Switzerland) Unilode Aviation Solutions Switzerland Ltd.Ltd. Steinackerstrasse 2, 2, 8302 8302 Kloten Steinackerstrasse Kloten Switzerland Switzerland Tel. +41 43 255 4141 Fax +41 43 255 4142 Tel: +41 43 255 4141 info@unilode.com

Envelope

Unilode Brand Guidelines Brand application

Folders

Unilode Aerospace Solutions Head Office Zurich Steinackerstrasse 2 8302 Kloten Switzerland T +41 43 255 4141 info@unilode.com unilode.com

Unilode Brand Guidelines Brand application

Credentials documents

Front

An Introduction to Unilode Aviation Solutions

How Unilode can help save you time and money with a range of customised ULD and galley cart outsourcing solutions

Back

An Introduction to Unilode Aviation Solutions

Key Facts

120,000+ ULDs owned and managed

420,000+ ULDs and galley carts serviced annually

35,000+

ULDs assembled in five years

certified repair centres, 30 of which are owned by Unilode

450+

airports served

24/7/365 global ULD management

580+

aviation professionals worldwide

25+

years of industry experience

We know that meeting passenger expectations and increasing cargo revenue in an uncertain global economy requires a strategic partner with the right solutions for your needs. We are that partner. Our asset management, supply and repair services for unit load devices (ULDs), galley carts and ground support equipment will help you focus on your core business of flying passengers and cargo whilst delivering significant cost savings and operational benefits across your network. We do this by providing tailor-made outsourcing solutions to meet the specific needs of your business and enhance your operations.

ULDs: part of our DNA

Unilode Aviation Solutions is the leading global provider of outsourced ULD management and ULD and inflight equipment repair solutions. We own and manage approximately 120,000 ULDs for more than 40 airline customers across a network of 450 airports and 50 repair and service centres. Our name is new but our roots stretch back to the original ULD management pioneer, Unitpool, who introduced the ULD outsourcing concept to the aviation industry in 2002. After leading the way for nearly a decade, Unitpool merged with ULD and galley cart repair and maintenance specialists Driessen Services, JMI Aerospace and Airworld to become CHEP Aerospace Solutions in 2011. Following its acquisition from parent company Brambles by EQT Infrastructure in 2016, CHEP Aerospace Solutions rebranded to become Unilode Aviation Solutions. Today, even our name stems from the term unit load device.

Some of our customers

Our solutions

• ULD management and supply – lower costs through customised outsourced ULD solutions that deliver scale and synergies allowing you to focus on your core business • ULD and galley cart maintenance and repair – guaranteed quality and lower service costs of airlineowned, non-flight-critical equipment

Saving you time and money

Before finding an outsourcing solution to meet your needs, we identify and analyse pain points in your ULD and galley cart operations and provide you with insight into total cost of ownership (TCO) of your assets via our Lean Six Sigma processes. Our focus is to continually provide value for your business while saving you time and money in your operations.

Value-added solutions

Whether you’re looking to outsource your ULD management, reduce your fuel costs and CO2 emissions, gain access to the latest innovations, or remove the burden of repair and maintenance of ULDs and galley carts with guaranteed airworthiness and compliance, we can help you improve your business performance and deliver significant cost savings and operational benefits. We look forward to finding out more about your business needs and showing you how we can deliver smarter solutions to you over the course of our relationship.

Unilode Brand Guidelines Brand application

An Introduction to Unilode Aviation Solutions

Key Facts

120,000+ ULDs owned and managed

420,000+ ULDs and galley carts serviced annually

An Introduction to Unilode Aviation Solutions

35,000+

ULDs assembled in five years

certified repair centres, 30 of which are owned by Unilode

450+

airports served

24/7/365 global ULD management

580+

aviation professionals worldwide

25+

years of industry experience

ULDs: part of our DNA

Our solutions

Saving you time and money

Value-added solutions

Some of our customers

How Unilode can help save you time and money with a range of customised ULD and galley cart outsourcing solutions

Complete ULD Management Solutions

Benefits for your business Initial capital injection for selling your ULD fleet to Unilode No CAPEX and less OPEX - average OPEX savings of 15%

Complete ULD Management Solutions

Repair and maintenance included with assured airworthiness to certified industry standards Greater flexibility with scalable stocks accommodating immediate, peak and growth requirements Fuel and CO2 savings through lightweight ULDs and reduced ULD repositioning Hassle-free solution - 24/7/365 global support Extra revenue opportunities - the right ULD type at the right station at the right time

Running a fleet of ULDs is often mission-critical, with the risk of unforeseen costs never far away. So we’ve made it our mission to help airlines reduce their ULD-driven costs across six key areas; 1

CAPEX and OPEX - capital and operating costs tied up in ULD operations

2 Maintenance and repair - uncertainty in costs and hassle in managing ongoing maintenance of ULD fleets to ensure airworthiness

3 Lost ULDs and pallet nets - administration effort in tracking missing assets and cost of replacements 4 Peaks and imbalances - costs for the variation in ULD demands at each network station

5 Fluctuating fuel price - traditional heavy ULDs generate excessive fuelburn and CO2 impact

6 Opportunity cost - foregone revenue of lost cargo sales due to ULD shortages

Smarter ULD solutions

We work closely with you to deliver total cost of ownership (TCO) clarity through an initial cost audit and analysis and then provide the right solution for your network, either through our ULD pool or a dedicated fleet. We supply the right ULDs in an airworthy condition, in the right place and at the right time, every time. When you partner with Unilode Aviation Solutions, you benefit from a smarter ULD solution for your passenger and cargo network.

Value-added solutions

Find out how Unilode can provide you with a smarter solution for the management of your ULD fleet with significant cost savings and operational benefits through the course of our relationship. For more information on our complete ULD management solutions, or if you would like to know more about our ULD and galley cart maintenance and repair services, contact a member of our experienced team today. How outsourcing to Unilode can drive efficiencies and reduce your ULD-driven costs

How our ULD solution works We buy your ULD fleet

We jointly agree scalable and flexible ULD requirements

We process ULD movement messages to track ULDs

We manage ULD needs and monitor stock levels 24/7/365

We repair ULDs across our network to industry and regulatory standards

We report to you on contract performance

We buy new ULDs for replacement and growth, including pallet nets

We can secure a fast transition to lighter ULDs

An all-inclusive fee per month per ULD is all you pay

World Leading ULD and Galley Cart MRO Solutions

Benefits for your business Lower overall costs for the repair and maintenance of your assets Guaranteed quality and airworthiness

World Leading ULD and Galley Cart MRO Solutions

Fast turnaround times Less positioning of damaged ULDs Reduced fuel costs and CO2 emission by repairing at the point of damage Accurate insight to your total cost of ownership (TCO) via Unilode’s proprietary system ACTIS Increased flexibility in budgetary control with a maintenance programme tailored to your needs

We know that ensuring the ongoing airworthiness and compliance of multiple assets across a global network while reducing costs can be challenging. So whether you require repair services at a single station or internationally, we are the strategic partner you need. We are the world’s leading aviation solutions specialist providing maintenance and repair services for unit load devices (ULDs) and galley carts across the world’s largest network of 50 certified service stations, 30 of which are owned by us. Our solutions remove the burden and unnecessary costs of shipping damaged equipment back to your hub and increase space for revenue-generating cargo. We guarantee the quality and airworthiness of your assets and ensure that you gain accurate insight into the repair process. Every year we complete over 420,000 maintenance and repair work orders for more than 50 MRO and 40 ULD management customers worldwide. Our regional management teams, skilled technicians, strong OEM relationships for technical and spare parts support, and CAA, CAAS, CASA, EASA and FAA Part 145 certifications ensure quality, fast turnaround times and value for money.

We can also provide a tracking system for your galley carts, as part of our total repair and maintenance solutions offer. This proprietary tracking system is part of ACTIS, a unique software programme that runs on tablets as well and delivers total cost of ownership clarity including full visibility on parts usage and labour costs.

In addition to our core ULD and galley cart maintenance and repair solutions, we also offer; • ULD assembly

• Ground support equipment (GSE) maintenance and repair • Pallet net repair

• Aircraft seating maintenance

• Inflight entertainment upgrades

• Aircraft parts control and distribution

Value-added solutions

Find out how Unilode Aviation Solutions can help you keep your assets in compliance with all regulatory aviation requirements and control your maintenance and repair costs with accurate visibility. For more information on our maintenance and repair solutions, or to know more about our complete ULD management solution, contact a member of our experienced team today.

Repair network

How Unilode helps you focus on your core business by keeping your ULD and galley cart fleet in service

Future-Proof Innovation for the Aviation Industry

Benefits for your business Gain access to innovation without using your own resources Save time and money across your business

Future-Proof Innovation for the Aviation Industry

Increase environmental benefits Support corporate objectives Enhance customer satisfaction Improve operating efficiency Mitigate risk of investing into new products and technologies Leverage learnings and replicate innovative solutions across the business

We pride ourselves on our innovative technology because it helps us keep your business one step ahead of the competition in terms of future-proof management, maintenance and repair services for ULDs and galley carts. At Unilode we place great value on innovation and ensure that our customers gain access to the leading-edge ideas, technologies and processes that we deploy across our service offering worldwide.

New generation ULDs

Supporting our customers’ desire to generate fuel cost saving (around US$ 2,200 to 2,600/ year/container position), we have converted our entire fleet of LD3 containers used by passenger airlines to lightweight units, which reduce carbon emission by around 30%, increase cargo capacity and revenue, and reduce maintenance and repair costs. Visit unilode.com and insert your aircraft and ULD fleet data into our fuel saving calculator to find out how much you can save with our lightweight ULDs, including capital expenditure, as we take over the cost of converting your fleet to lightweight containers.

Focus - ULD management app

Our Focus app simplifies several paper-based ULD-related processes, saving time and money for airlines, ground handling agents and other key industry stakeholders. It liaises with web-based tools and is able to; • read the ULD ID code via barcode scanning or optical character recognition

• record and transmit ULD messages in the standard IATA format • submit stock data and ad-hoc track and trace requests

• provide up-to-date serviceability information including a photo of the ULD

• determine the location via geospatial data

How Unilode sets a new standard in the industry by proactively bringing new products and services to the market

Focus app on iPad showing station, stock, serviceability and other data

ACTIS - tablet technology for MRO

Our proprietary web-based software ACTIS has been developed in-house and enhanced over more than 15 years to address our customers’ need for full visibility on the repair status of their assets. ACTIS generates real-time and historic reports, tracks galley carts, enables reduced turnaround times and improves asset utilisation by providing valuable insights into total cost of ownership (TCO). It is also utilised to improve ULD and galley cart design by tracking damage trends and sharing statistics with the manufacturers.

ACTIS work order showing defects, labour and spare parts required, estimated repair cost, etc.

CanTrackTM - 2015 IATA Air Cargo Innovation Award Winner

One of our most exciting innovations is the award-winning CanTrackTM, a GPRS tracking solution for ULDs, consisting of a solar panel and a customised power converter which are fitted onto the container and harness solar energy to charge the onboard batteries. CanTrackTM provides accurate real-time information on temperature, humidity, impact and the location of the ULD and its cargo, enabling damage reduction, greater visibility and improved velocity through the supply chain. It also provides on-board safety improvements and value-added applications for high value and temperature-controlled goods, among other benefits.

Unilode Brand Guidelines Brand application

Powerpoint template

Unilode Brand Guidelines Brand application

Website

Unilode.com is where we live online. This is where our global team and our customers can access definitive, up to date news and information regarding our business, our history and our services. It works hard to broadcast our brand around the world 24/7/365; it is written and designed to offer optimum usability, is responsive across all devices and conforms to web accessibility guidelines.

Unilode Brand Guidelines Brand application

ULDs

Front view

Inboard view

AFT view

Outboard view

Unilode Brand Guidelines Brand application

Advertising

Unilode Brand Guidelines Brand application

Unilode Aviation Solutions

We are a strategic global partner helping airlines reduce operational costs, increase cargo revenues and meet customer expectations by providing innovative ULD and Galley Cart solutions. unilode.com

Smarter ULD Management

We offer innovative ULD Supply and Management solutions that are designed to meet the complex financial and operational needs of the global airline industry. unilode.com

Unilode Brand Guidelines Brand application

Signage

Space above and below logo should be equal. Make sure there is clear space surrounding the logo across all signage, as shown in the diagrams. There is always equal space above & below and left & right of the logo. Portrait Use the stacked version of the logo. Space above and below logo should be equal.

Landscape thin Use the horizontal version of the logo.

Space left and right of logo should be equal.

Space above and below logo should be equal. Landscape Use the horizontal version of the logo.

Space above and below logo should be equal.

Square Use the stacked version of the logo.

Space above and below logo should be equal.

Unilode Brand Guidelines Brand application

Uniforms

100

Unilode Brand Guidelines Brand application

101

102

Unilode Brand Guidelines Brand application

103

104

Unilode Brand Guidelines Brand application

Vehicles

105

106

Unilode Brand Guidelines Brand application

KIA Picanto

Unilode vehicle branding guidelines KIA Picanto

Logo should be centrally aligned top to bottom in the space with clear space of the emblem left and right.

lines

107

Nissan Navara

Unilode vehicle branding guidelines Nissan Navara

Logo should be centrally aligned top to bottom in the space with clear space of the emblem left and right. In very tight spaces, half the width of one of the strips of the emblem should be used as clear space.

108

Unilode Brand Guidelines Brand application

Ford Transit

Unilode vehicle branding guidelines Ford Transit

Logo should be centrally aligned top to bottom in the space with clear space of the emblem left and right. When just the emblem is applied, half the width of one of the strips of the emblem should be used as clear space.

Unilode vehicle branding guidelines Skoda

The clearspace for the big logo is equivalent to half the width of one of the vertical strips.

109

Mercedes-Benz Sprinter

Unilode vehicle branding guidelines Skoda

The clearspace for the big logo is equivalent to half the width of one of the vertical strips.

110

Unilode Brand Guidelines Unilode vehicle branding guidelines ForkliftBrand application

Forklift

111

112

Unilode Identity Guidelines Colour palette

Our tone of voice

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Unilode Brand Guidelines Our tone of voice

Our tone of voice

Our tone of voice â&#x20AC;&#x201C; how we say what we say â&#x20AC;&#x201C; allows us to communicate our professionalism and expertise.

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The way we use language reveals what weâ&#x20AC;&#x2122;re like as people and as a brand. It brings our values to life and sets up expectations about what itâ&#x20AC;&#x2122;s like to do business with us.

As such, our brand voice has a direct impact on how credible, appealing and interesting we are. In some cases it can make the difference between being heard or being ignored. But used consistently and well, our tone of voice makes us distinctive and recognisable, making it easier for our customers to trust, engage and do business with us.

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Unilode Brand Guidelines Our tone of voice

Application

As with people, we cannot be everything at once, or one thing all the time. Like a person, our tone of voice can ﬂex depending on what we’re saying and who we’re saying it to – but it still sounds like the same person. In talking about new opportunities we may be more expert, or about new products more innovative. At all times, our basis will be personable and reliable – because that’s how we work best. Finally, our guidelines make no distinction between writing and speaking. So, write like you speak and always read what you write out loud. If it sounds dull and complicated to you, it will to everyone else. Re-write it.

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Personable

Reliable

We use simple, contemporary language in the personal voice, having open, good humoured conversations with our clients, always keeping jargon and industry speak to a minimum.

In concise language and the active tense, we put what’s important and relevant to our clients upfront. Showing we’re focused on what matters to them makes it easier to trust us.

We are everyday and engaging

— use ‘we’, ‘our’, ‘yours’ not ‘it’ and ‘them’ — talk like a person not a company and use simple syntax and sentence constructions

— vary the length of sentences to create the rhythm of good conversation Don’t

— be too formal. Natural speech mixes ‘they’re’ and ‘it’s’ with ‘they are’ and ‘it is’. This is also a simple way to stress important points — get over-familiar. We’re friendly but not anyone’s best mate

— constantly stress how hard working, dedicated and focused we are. Show we enjoy life too. It makes us better company and colleagues

We are consistently direct and clear

— use the active tense wherever possible, it’s clearer, shorter and quicker to read

— respect the time and intelligence of your audience. Lead with what’s most important. Give the context where it’s not obvious

— be transparent. Use short caveats in general writing and the minimum of understandable contractual small print. Don’t

— over-simplify your language or content if it risks glossing over important things your audience should know

— start with a negative statement, too many ifs, buts and maybes sound uncertain

— over explain. If it’s unclear the ﬁrst time, re-write rather than add

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Unilode Brand Guidelines Our tone of voice

Expert

Innovative

We know our stuff and pro-actively share it in a diligent, detailed and straightforward way, making sure we give each client the right degree of practical support.

In simple sentences with a minimum of punctuation, what we say is informed and timely. Ambitious and always looking for the smarter option, we talk about what can be changed or done better, not what we’ve done.

We are informed and reassuring

— illustrate complex issues with a pertinent example, simple analogy or a real story

— be accurate, get the facts and ﬁgures right as well as the grammar and punctuation — use service and sector details to avoid predictable or anodyne descriptions. But be clear about what such details mean for your client and business Don’t

— be patronising or try and sound impressive for the sake of it

— overload with unnecessary detail. Concentrate on what’s relevant and important

— assume everyone knows what to do with the information we provide. Ensure people know what to do next

We are progressive and determined

— have a point of view and perspective on our role in the sector as well as our impact and the issues beyond it — use simple analogies and apt metaphors to lift your writing and increase understanding – but apply sparingly

— focus on answers not problems – but don’t gloss over issues and concerns Don’t

— be afraid to take an opposing view

— repeat what’s already been said or tell people what they already know

— cram too many different ideas and topics into a single piece – strong, single-minded communications are more effective

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The top ten checklist for writers Get a clear brief, plan what you want to say before you start writing and then: — Be personal not impersonal

— Avoid verbal padding – make every word count — Never use the passive when you can use the active

— Don’t use a long word where a short one will do

— Remember your audience – are you telling them what they need to know? — Never use words or terms whose meaning you’re not sure of

— Be accurate with your facts – that way your argument will be convincing — Vary your voice – remember impact can be made quietly

— Link facts in a clear logical order and start with what’s the most important — Edit ruthlessly – your ﬁrst draft shouldn’t be your last

1. Be engaging

Engage your audience and speak directly to whoever is reading or listening. Use ‘we’, ‘us’ and ‘our’ to refer to us and ‘you’ and ‘yours’ to refer to our audience. Avoid ‘it’ and ‘them’. Make sure you use ‘we’ in an inviting, engaging sense. Do not use it condescendingly. Talk to and with people, not at them. Create a dialogue with open ended questions.

Be present in what you write and don’t try to exclude yourself from our communications. It is ‘we’ll email you’ or ‘I’ll reply to you’ not ‘a communication will be sent’. 2. Be active and positive

Keep it active and in the future tense: ‘we will’ not ‘we did’, ‘we’re recommending’ not ‘it is recommended that’ and ‘we think’ not ‘it is thought that.’ Linking the active and the positive produces more personal communications.

They also have greater impact, even in everyday examples. So:

‘we’ll update you within ﬁve days’ not ‘updates will be provided in ﬁve days.’

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Unilode Brand Guidelines Our tone of voice

3. Avoid unnecessary words

Some words and phrases add nothing but padding.

Strong verbs and nouns don’t need help. So don’t overdo the adverbs and adjectives – very few add anything more to the ﬁnal outcome. Don’t equate adding words with adding clarity: ‘At this moment in time’ means ‘now’.

‘Due to the fact that’ means ‘because’. Cut out phrases such as ‘before we come to that’ and ‘in the meantime’.

Budgets are not ‘cut back’ they are ‘cut’. A ‘top priority’ is the same as a ‘priority’; it’s a ‘result’ not an ‘end result’. Always look for the direct way to say it, not the most direct. For example, exhibition traffic surged higher after the excellent reviews – here ‘higher’ is redundant as it’s impossible to surge lower. 4. Be simple

Don’t make it hard for our audience with complicated language, platitudes, sports or broadcasting jargon or stylistic ﬂourishes.

Simple writing isn’t simplistic: it’s the simplest, most effective way of making your point. Use simple words and constructions. They’re quicker and more direct: sums up rather than encapsulates, ﬁnds

out rather than ascertains, buys not purchases.

Don’t try to sound too impressive or dramatic for the sake of it – choose the straightforward, everyday word whenever possible. It’s quicker and more effective.

A word such as ‘open’ is more insightful of an attitude than the more complicated ‘accessible’

Too formal language is just dull. So it’s ‘think’ not ‘cogitate’. ‘talk’ not ‘converse.’ Don’t try to impress people with loads of industry stats, highly technical explanations, histories or endless facts and ﬁgures. It doesn’t make us appear more expert and or personal. It makes us tedious. 5. Cut out cliché and jargon

Nothing dates your writing as quickly as cliché, nor so completely undermines the intelligence of what we’re saying. Cut it out. The only jargon that’s permissible is a term in widespread and accepted use within a profession, industry, audience or business. Sparing use of it then shows we’re informed. Over-use of it is the verbal equivalent of your Dad dancing. 6. Be deﬁnite

Avoid routinely starting sentences with words like ‘perhaps’, imagine,’

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‘maybe’, ‘possibly’. Over a whole piece the impact is negative and will make us sound uncertain and potentially unreliable.

Remember this is a guide. Mixing longer and shorter sentences gives a piece a texture more like the ﬂow of good conversation.

Always use the most deﬁnite option. Alongside sounding like we know what we’re doing, it’s warmer and friendlier.

Large blocks of solid text can be daunting to read. Find ways to break it up with subheads, varying the length of paragraphs.

7. Sentence and paragraph length

9. Be prepared

It is the difference between using ‘we will’ and ‘we might’. The ﬁrst sounds open and positive; the second appears guarded and uncertain.

Good writing is precise, relevant and to the point. That doesn’t mean short, just the most effective way to deliver the message.

Sentences should have a maximum of 25 words and one idea per sentence. Always check your word count and always aim to be less than 25. It’s a good discipline.

So sentences are as short as they need to be to make your point though longer sentences can build a rhythm that’s good to read. (25 words) Short is good too. (4 words)

8. Break up long paragraphs

Aim for ﬁve sentences per paragraph. Use sub-heads to break up longer pieces of writing. These are ranged left and start with a capital.

Use double spacing between paragraphs. Use single space between lines of text.

Consider the visual impact of your writing – how inviting does it look to read?

If you think well you write well.

Plan what you want to say and always ask: what does this audience want or need to know?

Always assume intelligence not knowledge – it’s up to you to make sure they know. Don’t exaggerate or over claim, people spot hyperbole a mile off. 10. Write and re-write

Few ﬁrst drafts are perfect. Re-writing is where good writers make the difference.

Secondly, good writing sounds like good conversation. It has changes of pace, it is clear, it has a recognizable tone and it makes its points simply. Read what you write aloud. If it sounds dull to you, then it will be dull for your audience. re-write it.

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spinachdesign.com

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Unilode Identity Guidelines Colour palette

Unilode provides specialist services for the aviation industry including ULD and galley cart management, supply, maintenance and repair solutions.

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