caelus Go Beyond.
PREPARE FOR TAKEOFF…
table of contents
INTRODUCTION 1 CORE VALUES 2 GRAPHIC STANDARDS 7 key elements - logo, color palette typography symbol & wordmark approved relationships symbol & wordmark incorrect usage logo clear space and minimum size symbol & wordmark color breakdown imagery STATIONERY SYSTEM 19 business card letterhead envelope SPECIAL APPLICATIONS 27 office apparel signage vehicle vehicle advertising - ad, billboard REPRODUCTION 35 MD with digital design & production elements
Welcome and thank you for choosing CAELUS.
introduction - 1
As an independent airline, we’ve been serving customers and since 2002. We are fully committed to remaining independent and to continuing our long-standing tradition of enjoyment and remarkable customer service. At Caelus, personal service means safety, innovation, reliability, and performance. Those four words convey a deeply held conviction that it is you, our customer, who can best determine how we can meet your flying needs. A good image and reputation are vital assets for a company like Caelus. Customers will base their perception of Caelus on what they see, hear and read about the company. This means we can positively influence their perception by a careful choice of the subjects and style we use in our communications. To succeed in business, we need to maximize the visibility of the Caelus by bringing it to life. This is where our company’s slogan, “Go Beyond,” reflects very well who we are, what we stand for and the ambitions we have as a corporation. It demonstrates the dynamics, the energy, the creativity, the constant drive for improving our products, our services, our processes and our practices; the passion for innovation. Shortly, that is us! We need to ensure that all our communications support the perception of Caelus and the Caelus image that we want to create. That’s why there are basic rules for the way in which Caelus is presented and used. Anyone at Caelus who is involved in the development of communication materials must comply with these rules. This is the only way to ensure that we achieve the necessary clarity and consistency across all our communication media, messages and materials. All over the world. Sincerely,
Natasha M Williams, President and CEO
2 - core values
safety
At Caelus, we ensure the safety of people and making sure to give them trouble free experiences.
innovation
Innovation stands for our constant and total focus on pushing back the boundaries of what is achievable by creating ever better products or services to change the world and providing ever better answers to our customers’ needs.
core values - 3
reliability
performance
We are above all a solid company that all our customers can trust and depend on. Caelus is strongly committed to its social and environmental responsibilities
Performing the best and providing world class service and achieving excellence each passing day.
GRAPHIC STANDARDS
8 - graphic standards
Key Elements of the Brand Identity System
The official Caelus logo is made up of the letters Caelus together with the company symbol. Neither of these components should ever be used in isolation. Whenever the official Caelus logo is used it must always be presented in a way that ensures immediate recognition, regardless of the type of communication media or material.
logo
caelus
color palette
graphic standards - 9
typography Frutiger is the only typeface that may be used with brochures, ads, or any print that is associated with Caelus.
ABCDEFGHIJ Frutiger - Light ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Frutiger - Regular ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Frutiger - Italics ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Frutiger - Condensed ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Frutiger - Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Frutiger - Black ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz
10 - graphic standards
Symbol & Wordmark Approved Relationships
The rules shown in this section will ensure the officia Caelus logo is always presented in a consistent and clear way. The wordmark should only be used in the colors navy blue, light blue, black or white. However, the arc must always remain light blue and the stars white.
caelus
caelus
caelus
graphic standards - 11
Symbol & Wordmark Incorrect Usage
The Caelus logo should never be altered in such ways.The arc must always point to the right and the wordmark should never be positiioned in any other way than what is shown to the left.
12 - graphic standards
Symbol & Wordmark Size & Clearance Space
An area of clear space must be maintained on all sides of the official Caelus logo. To help designers in implementing this rule, we have constructed a framework for clear space based on the space unit between the word and the Caelus company symbol.
C C C C
C C C C
graphic standards - 13
Symbol & Wordmark Color Breakdown
primary colors The use of the correct colors is defined on these pages. To enable successful color matching of our corporate colors swatch sheets are supplied with this Brand Book. The Caelus corporate identity colors should also be applied to media such as internet websites and Powerpoint presentations.
PMS 187-1
PMS 225-4 C M Y K
70% 15% 0% 0%
R 39 G 170 B 225
HTML 27AAE1
C M Y K
100% R 38 100% G 34 31% B 97 22% HTML 262261
PMS 326-1 C M Y K
89% 49% 49% 23%
PMS 318-3
R 24 G 94 B 103
C M Y K
HTML 185E67
PMS 6-4 C M Y K
0% R 245 10% G 209 100% B 0 5% HTML F5D100
secondary colors
41% R 96 72% G 51 100% B 0 51% HTML 603300
14 - graphic standards
graphic standards - 15
Imagery
Caelus prides itself on innovation; therefore we vary with our images and give no restrictions to what we use for images or how we use them. Just use them appropriately.
STATIONERY
20 - stationery
Business Card
In order to ensure a correct lay-out of the business card and all the other elements, it is essential that information such as addresses, telephone numbers, etc. is presented as shown in the various examples and in the digital formats on the MD.
front
caelus Go Beyond.
stationery - 21
Business Card
In order to ensure a correct lay-out of the business card and all the other elements, it is essential that information such as addresses, telephone numbers, etc. is presented as shown in the various examples and in the digital formats on the MD.
back
natasha williams natasha@caelus.org 312.555.8274 21 north first street chicago, il 12218
22 - stationery
Letterhead
In order to ensure a correct lay-out of the letterhead, envelope and all the other elements, it is essential that information such as addresses, telephone numbers, etc. is presented as shown in the various examples and in the digital formats on the MD.
caelus Go Beyond.
Caelus Airlines Company 21 North First Street Chicago, Il 12218 Dear Ms. Williams, Welcome and thank you for visiting Caelus Airlines. As an independent airline, we’ve been serving customers and our communities since 1890. We’re fully committed to remaining independent and to continuing our long-standing tradition of remarkable customer service. At Caelus, personal service means safety, innovation, reliability, and performance. Those four words convey a deeply held conviction that it is you, our customer, who can best determine how we can meet your flying needs. There are many ways to access the wide range of products and services at Caelus— Internet, phone, and in-person — the choice is up to you. I encourage you to stop by of our site and experience the world, as you know it. You will find knowledgeable, experienced pilots. You will also find nice people who want you to feel welcome at Caelus Airlines. I want to thank our customers for their business and their support of Caelus Airlines. If there is any way for us to improve our services or if you have other suggestions, please contact me directly at 312-714-2605 or email president@caelus.org. Sincerely,
Natasha M Williams, President and CEO
(reduced size)
stationery - 23
Envelope
front
caelus Go Beyond.
(reduced size)
24 - stationery
back
21 north first street • chicago, il 12218
(reduced size)
SPECIAL APPLICATIONS
28 - special applications
Office
special applications - 29
Apparel
30 - special applications
special applications - 31
32 - special applications
Vehicle
special applications - 33
Advertising
REPRODUCTION
36 - reproduction
Minidisc for Reproduction of Materials
MD for reproduction of materials to mount here.
The enclosed MD contains various Caelus reproduction materials that can be use for design and production art. If there is something special that isn’t included in the production art MD please call or email with a request.
PREPARE FOR LANDING…
Š Natasha M Williams. All rights reserved.