BRAND MANUAL 2015
table of contents
INTRODUCTION Overview/Why Key Attributes
2 3
IDENTITY Logo/Logo Pieces Color Palette Typography Clear Space/Sizing Usage Secondary Elements Photography
7 9 11 13 15 17 19
APPLICATIONS Business Stationery Ephemera Environmental Signage Web & Social Media
23 25 27 29
CONTACT Creative Director/Business Owner
33
overview Welcome to A Higher Plane Aviation’s Style Guide. Before getting into the rules, let us tell you a little bit of who we are. We are an aviation company that finds our foundation on safety, professionalism, fun, and excitement while daring the consumer to try new, challenging things. Based out of Albuquerque, New Mexico, in the great Southwestern United States, we provide flight instruction, pilot services, and aviation consulting. Our brand seeks to reach out to the local community with a playful feel that compels the consumer to soar to new heights and try new things.
TARGET AUDIENCE Our customers strive for a high quality of life. They use their disposable income on things that bring them joy and enlarge their skill set. Thus, we reach out to male and female professionals from the middle to upper class.
why
In order to ensure that our brand message carries on for generations, the things in this guide must be followed. All of the elements in our identity have been carefully selected to reflect these characteristics and this main focus. The strategic use of them will ensure success in the long term impact and loyalty of the customer. A cohesive image is important to the success of any brand, and this is no different in the use of our elements. Therefore, we invite you to follow along and to use these guidelines as constraints for the future designs of A Higher Plane Aviation.
INTRODUCTION
IDENTITY
APPLICATIONS
CONTACT
3
IDENTITY
logo
As a company that finds its roots in the great Southwest, the logo had to reflect this identity as well. The combination of colors and other visual elements creates an experience that is familiar yet enticingly new and different. Although this full logo signature is the optimal form of the logo, in appropriate circumstances it may also be presented as just the mark or just the mark with the logotype.
TAGLINE: To show off the
playful side of the brand, the tagline is silly and witty. Its placement breaks the mold of purely horizontal and vertical elements in order to create a cohesive logo.
MARK: The mark is an inspired mix of culture,
tradition, environment, and technology. The culture is drawn from New Mexico’s state symbol, the Zia. This historic, traditional Indian symbol is revered as sacred among the Zia Indians to this day, and it permeates through several aspects of everyday life in New Mexico. The environment comes from the natural landscape of the Southwest. While referencing a horizon line and sunset, it also references Shiprock, an important New Mexican natural landmark. The technology comes from the use of the circle and long horizontal lines to mimic an airplane, either the wings and body or propeller and body or both. The uniqueness of the logo allows for personal interpretation while staying true to the culture, environment, and technology that make up A Higher Plane Aviation.
LOGOTYPE: This is the
name of the company, centered and in all caps. Without it, the logo has no connections to a brand name, and thus, it’s essential to the design.
INTRODUCTION
IDENTITY
APPLICATIONS
CONTACT
7
color palette
Consistent use of color helps ensure unity of image and a cohesive feel. This burnt orange and burnt turquoise represent the colors of the Southwestern sand, sun, and sky. They maintain a playful feel, and invite the viewer into a calming experience.
These inverted logos are the only approved one color logos. An all black version of the original logo with no bounding box is to be used when color cannot be used.
C 0 M 36 Y 85 K 0 R 204 G 126 B 46 Pantone 129 U
C 93 M 0 Y 36 K 0 R 15 G 117 B 119 Pantone 320 U
100
100
80
80
60
60
40
40
20
20
10
10
INTRODUCTION
IDENTITY
APPLICATIONS
CONTACT
9
typography Consistent use of typography is another piece that helps to ensure unity of the image and the cohesive nature of the brand in the mind of the consumer. Thus, the sole use of the Source Sans Pro and Museo Slab typefaces is essential. Both should never be used below 6 pt size. The use of all caps in the logotype of A Higher Plane Aviation is the only time that all caps is necessary. Otherwise, use discretion in the utilization of all caps.
SOURCE SANS PRO is a clean, modern sans-serif font. Its variety of weights
and styles makes it perfect for use in headlines, titles, and body copy. Titles should use the black weight, and body copy should use the extra light weight. If extra light is too difficult to read, a heavier weight may substituted. If Source Sans Pro is unavailable for any reason, another clean, sans-serif font may be used instead as long as the weights are nearly idenitical.
ExtraLight ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 Regular ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 Black ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789
MUSEO SLAB is used in the tag line and on the business stationery. Its modern,
clean look pairs perfectly with Source Sans Pro, while its slab-serif nature provides excellent contrast. Thus, its the perfect complementary accent font. The 100 weight is used in the tagline. Up to this point, none of the other weights are used, yet its variety of weights are included for use in future developments.
100 ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 500 ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 900 ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789
INTRODUCTION
IDENTITY
APPLICATIONS
CONTACT
11
clear space
The clear space around the logo when used in the context of any other material should always be equal to the cap height of the capital letters in the logotype. This is especially true in the use of the bounding box in the inverted one color logos. This same rule applies when the logo is used in positioning near other logos as well.
size
Since the logo can be used in three different variations, the size guidelines for each also vary. In addition to this, each has a guideline for both print and web sizing. Adhere to the model below depending on which variation and location is necessary. As always, use discretion when making the logo small and seek to retain greatest legibility.
1” 1.15”
1.3”
WEB
.75” 1”
INTRODUCTION
1.5”
IDENTITY
APPLICATIONS
CONTACT
13
usage
Think of this as the 10 Commandments of what not to do when it comes to the mark. They are in order from top left to bottom right.
THOU SHALL NOT: Use a one color format other than black and white Change to colors not in this manual Remove the mark from the logo Change any fonts or weights Invert in black and white Change the alignment Stretch or condense Add any effects Alter the mark Rotate or flip
INTRODUCTION
IDENTITY
APPLICATIONS
CONTACT
15
secondary elements The only approved secondary element at this time is the use of a vectored aviation sectional map of Albuquerque, New Mexico. It is used heavily in the business stationery and is intended for a broad range of use. Additionally, it can be used as a textured colored background with the mark in white placed on top.
INTRODUCTION
IDENTITY
APPLICATIONS
CONTACT
17
photography If photography is used, the subjects should be located outdoors. Although other locations may be explored as well, possible locations include in a cockpit in the air, outside of an airport, or photos of the sky and landscapes seen from the air. Black and white photos are the only acceptable photos that may be placed under the logo, yet pay close attention to ensure legibility of the logo on top of a picture. If photography must be inside, it is to be inside of aviation spaces such as a hanger or flight planning room.
INTRODUCTION
IDENTITY
APPLICATIONS
CONTACT
19
APPLICATIONS
business stationery The elements introduced in the identity are carried out strategically throughout the business stationery. In keeping consistent with the alignment of text in the signature, the elements in the stationery are all centered. These items are strategically situated and should never be moved. The weights of text are also stylized intentionally and are to remain unchanged.
M AR K M OY ER p 505.221.4081 e memoyer@aol.com 8432 Gordon Snidow Court Albuquerque, NM 87122 www.ah igh erplan eaviation .com
8432 Gordon Snidow Court Albuquerque, NM 87122
M AR K M OY ER Owner
p 505.221.4081 e memoyer@aol.com 8432 Gordon Snidow Court Albuquerque, NM 87122
w w w. a h ig h er p la n ea vi a t i o n . co m
INTRODUCTION
IDENTITY
APPLICATIONS
CONTACT
23
ephemera Seen here is the practical application of the identity into ephemera. There is ample amount of room for expansion of this. A pin made out of the mark would be a great practical expansion and would follow the trend of airplane wing pins. Additionally, custom invoices would be an excellent, useful addition. When expanding the brand into other forms of ephemera, be sure to stay true to the guidelines set for the logo.
INTRODUCTION
IDENTITY
APPLICATIONS
CONTACT
25
environmental signage In order for the consumer to know about A Higher Plane Aviation, the signage must be located in spaces where the target audience is located. Advertisements would be most efficient in airports and FBOs. Another practical application could be found in the decoration and advertisement on an aviation hangar. Since hangars are generally large and plain, they create a wonderful canvas of opportunity for advertisement to an appropriate audience. Additionally, the exterior business sign allows the public to find the office space with ease. The mark could be used effectively as a large door sticker to an office space as well.
INTRODUCTION
IDENTITY
APPLICATIONS
CONTACT
27
web & social media The language used throughout the website and in social media should always draw the consumer back to the key attributes of the brand. Posts should consistently include a mix of the brand colors, of the mark, of secondary elements or of photography that meets the standards mentioned earlier. This constant integration of the identity keeps the brand image fresh in the consumer’s mind.
ABOUT
SERVICES
CONTACT
INTRODUCTION
IDENTITY
APPLICATIONS
CONTACT
29
CONTACT
creative director
My name is Talia Moyer, and I had the honor and privilege of creating the brand identity for A Higher Plane Aviation. Thank you for following the guidelines established here. They have been created with much time, thought, and research and are sure to make this a memorable brand to last generations. If you have questions on any elements in this guide, please contact me at 505.221.9905 or at taliamoyer2016@pointloma.edu. Thank you.
business owner
I, Mark Moyer, founded A Higher Plane Aviation out of a desire to reach the world with my unique skill set and years of experience. This brand identity represents a company I believe in and hope to see succeed for generations. If Talia is unavailable for contact for any reason, please reach out to me with any questions on the design of A Higher Plane Aviation’s brand. Contact me by phone at 505.221.4081 or by email at memoyer@aol.com.
INTRODUCTION
IDENTITY
APPLICATIONS
CONTACT
33
Talia Moyer Art 333 | Branding and Identity Programs Courtney Mayer, Professor May 4, 2015
Printed at Reprographics Inner Pages: Stock: 32# Hammermill Text Cover: Stock: 100# Hammermill Cover