TABLE OF CONTENTS
1.0
INTRODUCTION
2.0
S I G N AT U R E Previous Edition Competition Signature Variations Clear Space Color Palette Color Usage Graphic Element
2.1 2.2 2.3 2.4 2.5 2.6 2.7 2.8
3.0 3.1 3.2
4.0 4.1 4.2
Unacceptable Usage
TYPOGRAPHY Primary Typeface Secondary Typeface S TAT I O N E R Y Stationery Systerm Business Card
4.3 4.4 4.5
Letterhead Envelope Mailing Label
5.0
A P P L I C AT I O N S Aircraft Inside Plane Corporate Vehicle Boarding Pass Staff ID Web Page Magazine Headphone Food and Drink Pakage Slippers and Sleeping Mask Fashion Pin Buttons Signs and Billboards Credit Card Kiosk
5.1 5.2 5.3 5.4 5.5 5.6 5.7 5.8 5.9 5.10 5.11 5.12 5.13 5.14 5.15
British Airlines - Brand Manual Guidelines
1.0 INTRODUCTION
This document contains the new visual components for ba.com, which have been created for the Branding Visuals and Guidelines project (BVG). It documents items such as font styles and colors, image dimensions, page template and component structures. This document should be used by designers to ensure that ba.com moves forward with a unified and standardised look and feel. The creation of new BVG styled pages should be developed using approved BVG components. Throughout the documentation references are made to fully layered Photoshop PSD files or components that should be used in conjunction with your content when mocking up new pages in BVG styles. The PSD files also contain redline layers to aid in accurate code development to ensure pages are visualised as originally intended in this document when built.
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sIGNATURE 2.1
Previous Edition
2.2
Competition
2.3
Signature Variations
2.4
Clear Space
2.5
Color Palette
2.6
Color Usage
2.7
Graphic Element
2.8
Unacceptable Usage
British Airlines - Brand Manual Guidelines
2.1 Previous Edition
Every detail of the British Airlines brand identity has been created to ensure that it is expressive of the brand and its values. The Brand proposition is our customer promise. We aim to deliver an overall better experience for all our customers as an overall end-to-end experience. The refreshed identity is designed to meet the future challenges of a competitive airline business, and to connect naturally with our customers. Building on our strong heritage the refreshed identity provides a robust and flexible graphic platform, providing a simple, seamless and consistent look and feel at all our stations around the world. The previous brand identity adjective was: Simple, Global, Seamless, Engaging, Confident.
Our brand values act as a reality-check which helps us to ensure that design, photographic and written communications express the unique character of British Airlines. Every piece of work needs to encapsulate and express something of each value, and should not contradict these values under any circumstances. 1. Safe and secure: Safety and security underpins everything we do. Trusted by our customers. 2. Responsible: Behave in a responsible way towards our customers, colleagues and investors. A well led and managed British company. A socially and environmentally responsible business.
3. British: We build on our heritage but move with the times. We represent the Best of British. We value diversity. 4. Professional: Professional approach to everything we use our expertise well. Committed to consistent high standards. 5. Warm: We are always warm and welcoming. Open and honest to all our customers, colleagues and partners. 6. Thoughtful: Understand and anticipate needs of customers and colleagues. Find insightful, innovative and appropriate solutions.
2.2 Copetition
The British Airlines has many competitors in the passenger airline market. However, there are no major direct competitors that have the same safety record and high quality recognization. With a proven track record and a reputation for innocative servicesm British Airlines has been named one of the top ten international airlines. We continue to improve and expand our services, technology, and thus gain the trust of lasting British Airlines members.
As one of the passenger of international ariline market, British Airline facea munerous competitors. To name a few direct competitors for British Airlines are Emirates, Lufthansa, Virgin Atlantic, and Ametican Airlines. Many of these companied forcus on providing standard service for lower prices, whereas British Airlines strives to provide the highest quality at competitive prices.
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British Airlines - Brand Manual Guidelines
2.3 Signature Variations
Crown Symbol
Logotype
The British Airlines identity represents the visual embodiment of our vision for the airline. The identity symbolizes the characteristics of Britain and the share values of service. A brand asset of such importance must be protected from misuse by assuring consistent, high-quality reproduction of the signature wherever it appears.
The guidelines have been created to help you reproduce the British Airlines signature with care, precision, and consistency. The signature is a unique piece of artwork and must never be typeset or recreated. Use only the approved digital files that accompany these guidelines.
Our British Airlines brand identity systerm includes two signatures - horizontal and vertical. The horizontal signature represents the visual of the British Airlines brand. It is strongly recommended that this horizontal signature be used in branding applications whenever possible.
However when horizontal space is a constraint when applying the brand identity, the vertical signature of the identity should be utilized.
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British Airlines - Brand Manual Guidelines
2.4 Clear space
x
121/4 x
x
x
x
2x
1/4x
x x
x
x
To be most effective, the BA identifier should always be surrounded by the most precies prescribed minimum amount of clear space. This territory will set it off distinctly from any other accompanying copy, illustrative material, photography, and other graphic elements. The recommended minimum distances that define this territory are derived from the identifier shown above.
x
The blue line surrounding the British Airline identifier on this page delineates the minimum territory into which no copy or graphic elements may intrude. This minimum space should never be violeted. This clear space territory is determined using the relation to the x-height.
x
61/4 x
x
x
x To be most effective, the vertical British Airline identifier should always use the same rule of clear space as the horizontal version. 2 1/4 x
MINIMUM SIZE: 1/4 x x 1/4 x
There are no predetermined sized for the British Airlines logo. Scale and proportion should be determined by the avalable space, aesthetics, function and visibility. There is no preset maximum size for the logo. In print the minimum size for the horizontal version is 1.25 inches and the vertical version is 0.6 inches. For digital uses the minimum size for the standard logo is 650 pixels.
x x
x x
x
1.25” / 650 px
0.6” / 650 px
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British Airlines - Brand Manual Guidelines
2.5 Color Pallette PRIMARY PALLETE Standardisation of colour across media is a prime concern. The colours specified here will give us the closest representation across all media types if reproduced correctly.
PANTONE
LAB
CMYK
RGB
PMS 308 C
34 -17 -32
100 56 23 19
0 89 131
PMS 710 C
52 62 32
6 90 71 1
223 64 73
The core palette is specifically for the presentation of British Airways in external communications and signage. The secondary palette is specifically to be used to enrich products, cabin brands and sub-brands.
SECONDARY PALLETE
PANTONE
LAB
CMYK
RGB
PMS 7704 C
51 -37 -33
100 28 23 0
0 138 176
PMS 5435 C
72 -6 -13
39 20 14 0
157 181 199
PMS 1 C
85 -1 0
16 11 13 0
212 214 212
2.6 Color usage
To be used effectively, the British Airlines identifier should be use only on the above different variation on all applications for the systerm. These variations will set it off distinctly from all surrounding elements, including copy illustrative material, photography, and other graphic elements. Contrast is important - use a white logo on dark color backgrounds and a color logo on white or light backgrounds. When using the logo on a color background, both the symbol and logotype should appear white. The logotype should never appear in gray.
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British Airlines - Brand Manual Guidelines
2.7 graphic element
The outline of iconic things of London may be use as the graphic element to reiforce brand identity and add graphic interest, corlor and form. Using the graphic under this only an option and should not become the rule when producing materials. As a graphic element, it has no clear space requirements. The graphic should be set in red and blue on the white backgrounds and multiply 70% in # 005076 on the color backgrounds.
Use blue and red pattern on the white backgrounds.
Use multiply 70% in # 005076 on the blue backgrounds.
Use white pattern on the black backgrounds.
Use multiply 100% in # E04049 on the red backgrounds.
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British Airlines - Brand Manual Guidelines
2.7 Unacceptable Usage 1. NEVER use one color not specified in section 2.5.
2. NEVER use color combination not specified in section 1.3.
3. NEVER use outline
4. NEVER scale elements individually.
5. NEVER stretch the identity in any way.
6. NEVER distort the identity in any way.
7. NEVER use an italic typeface for the logo type.
8. NEVER use a bold typeface for the logo type.
9. NEVER use a different typeface for the logo type.
10. NEVER apply pattern to the identity
11. NEVER change the symbol position.
12. NEVER screen identity down to any percentage of original colors
13. NEVER overlay the logomark with the symbol
14. NEVER apply gradient to the identity
15. NEVER apply drop shadows or effects to identity
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typography 3.1
Primary Typeface
3.2
Secondary Typeface
British Airlines - Brand Manual Guidelines
3.1 Primary typeface
DIN DIN is a contemporary version of a well-known DIN typeface. The Regular performs well in long text settings, while Light and Bold faces are extremely legible at large sizes. The typeface was designed by Vasily Biryukov and released by Paratype in 2015. DIN was chose to use for the logotype and headline because of its lean, geometric lines, clean and modern looking feel.
A B C D E F G H I J K L M N O P Q R S T 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 y z 0 1 2 3 4 5 6 7 8 9 . , ; ? ! ( ) * & % $
3.2 secondary typeface
CALLUNA SANS Calluna Sans was designed by Jos Buivenga of exljbris font foundry. The Calluna Sans typeface family is a humanist sans based on the popular Calluna serif fonts. It has true italics and OpenType typographic features including small caps, figure styles, ligatures and more. The Calluna Sans was chose to use for body copy because of its elegant and clean looking feel, and it is easy to read.
A B C D E F G H I J K L M N O P Q R S T 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 y z 0 1 2 3 4 5 6 7 8 9 . , ; ? ! ( ) * & % $ 23
STATIONERY 4.1
Stationery Systerm
4.2
Business Card
4.3
Letterhead
4.4
Envelope
4.5
Mailing Label
British Airlines - Brand Manual Guidelines
4.1 stationery systerm
The complete stationery system consists of business cards, letterheads, no. 10 envelopes, and crack & peel mailing labels. This systerm has been designed to convey a clean and professional look.
business card: 3.5 inches wide x 2 inches high. letterhead: 8.5 inches wide x 11 inches high. envelope: 9.5 inches wide x 4 inches high.
Measurements and information placement for each item are detailed in section 4.3 through section 4.5. Here are the overall dimensions for each item:
mailing label: 7.5 inches wide x 3.5 inches high.
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British Airlines - Brand Manual Guidelines
4.2 business card
0.3
1.6
0.3
1
0.3
0.3 1.75
front
The business card has been designed to convey a lean and projessional look. This design can be adapted for use with personal information. Follow the measurements shown and the guidelines for information placement in this page. The overall size of the bussiness card is 2 inches wide x 3.5 inches high. The front panel of the business card consists of the brand identity. It contains assress and personal contact information.
back
identity: 1.7 inches wide x 0.45 inches high. address: The letters and numbers are set in DIN in size 8pt with 12pt leading and 25pt tracking. Back panel: The back panel set in # 005076. The overlay graphic set in multiply 70% in # 005076
0.3
4.3 letterhead
1.5
1.2
The letterhead has been designed to convey a lean and projessional look. This design can be adapted for use with personal information. Follow the measurements shown and the guidelines for information placement in this page. The overall size of the letterhead is 8.5 inches wide x 11 inches high.
2.25
identity: 1.7 inches wide x 0.45 inches high. address: The letters and numbers are set in DIN in size 8pt with 12pt leading and 25pt tracking. The body coppy are set in Calluna Sans in size 9pt with 13 leading.
0.75
1.5
3
4.5
6
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British Airlines - Brand Manual Guidelines
4.4 envelope
The envelope should always be a standard NO. 10 envelope with a square flap. The lining of the envelope employs graphic elements. Follow the mesurements shown and the guidelines for information placement in this page. The overall size of the envelope is 9.5 inches wide x 4,125 inches high.
0.5
identity: 1.7 inches wide x 0.45 inches high. address: The letters and numbers are set in DIN in size 8pt with 12pt leading and 25pt tracking.
0.5
inside: The inside envelope set in # 005076. The overlay graphic set in multiply 70% in # 005076
2
3.5
4
4.5 mailing label
0.5
0.5
4
The mailing label should be a Crack and Peel label. Follow the mesurements shown and the guidelines for information placement in this page. The overall size of the mailing label is 7.5 inches wide x 3.5 inches high.
Identity: 1.7 inches wide x 0.45 inches high Address: the letters and numbers are set in Calluna Sans in size 8pt with 12 leading. 2
2.75
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application 5.1
Aircraft
5.2
Inside Plane
5.3
Corporate Vehicle
5.4
Boarding Pass
5.5
Staff ID
5.6
Web Page
5.7
Magazine
5.8
Headphone
5.9
Food and Drink Pakage
5.10 Slippers and Sleeping Mask 5.11 Fashion 5.12 Pin Buttons 5.13 Signs and Billboards 5.14 Credit Card 5.15 Kiosk
British Airlines - Brand Manual Guidelines
5.1 aircraft
This is an example of the British Airlines aircraft. The British Airlines airplane represents the brand loud and clear, and stands out from other airplanes. It consists of the brand identifier’s colors: navy blue and sky blue. British Airlines is displayed in large type on the side of the aircraft. The crown symbol should be placed on the tail of the airplane. Pattern that represent the iconic things of British will be set in white at 12%, on the navy blue background.
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British Airlines - Brand Manual Guidelines
5.2 inside plane
This is an example of one of the namy possible combinations for business-class seats. However, the principle should be applied across all implementations. In this examples, the horizontal signature with be set in white and applied on the bottom center of the headrest. The welcome screen should be in navy blue with tone on tone pattern. White horizontal signature should be set on the top left hand corner.
British Airlines - Brand Manual Guidelines
5.3 corporate vehicle
This is an example of a corporate vehicle. The horizontal logotype should be set in center left, cover half of the side of the car. This example consists of the brand identifier’s colors: navy blue and sky blue. Pattern that represent the iconic things of British will be set in white at 12%, on the blue background.
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British Airlines - Brand Manual Guidelines
5.4 boarding pass
This is an example of a boarding pass. In this example, the horizontal signature should be positioned in the upper left hand corner. All the infomation title should be set in Calluna Sans black small cap, 8pt, and the infomation should be set in DIN light, 8pt.
5.5 Staff ID
This is an example of a staff ID. In this example, the horizontal signature should be positioned in the upper center. Staff name should be set in DIN 20pt. All the infomation should be set in Calluna Sans 8pt.
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British Airlines - Brand Manual Guidelines
5.6 web page
The British Airlines website should incoporate the same elements as those used in the print systerm. The reservation box should be on the left side of the webpage, aligned with the left side of the logo. The box background set in #383437 in 62%. The welcome page of the horizontal version should have the tagline set in 34pt DIN. A selection of imagery behind the tagline and the reservation box will automatically change in 5 seconds with a fade in and out effect. The horizontal signature should be positioned
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British Airlines - Brand Manual Guidelines
5.7 magazine
The British Airlines Heritage magazine should incoporate the same elements as those used in the print system. The cover page should have the title set in DIN demi 70pt, center. The horizonal signature should be positioned in the upper left hand corner.
5.8 headphone
This is an example of a headphone. It will be offered to passengers during the flight. In this example, the British Airlines crown symbol should be placed on the ear cup, debossed. The whole logotype should be place on one side of the headband.
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British Airlines - Brand Manual Guidelines
5.9 food and drink
This is an example of food and drink packaging. It will be offered to passengers during the flight. In this example, the vertical signature should be positioned in the upper center of the package. On the cup and the water bottle, the secondary graphic should be set in 50%. On the snack package, the graphic should be set in multiply 70% in # 005076
5.10 slippers and sleeping mask
This is an example of slippers and sleeping mask. It will be offered to passengers during the flight. In this example, the horizontal signature should be used. The secondary graphic should be set in multiply 70% in # 005076
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British Airlines - Brand Manual Guidelines
5.11 Fashion
This is an example of one of many possible combinations for promotional item design, but the principles should be applied across all implementations. The crown symbol should be use as the brand logo on the main label. The pattern represents the iconic things of British should be in navy blue and red or revert out on the red background.
5.12 pin Buttons
This is an example of one of many possible combinations for promotional item design, but the principles should be applied across all implementations. The mesurements of the vertical British Airlines identity should be 1 inch in height and 1.25 inches in width. The pattern represents the iconic things of British should be in blue and red.
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British Airlines - Brand Manual Guidelines
5.13 signs and billboard
This is an example of one of many possible combinations for promotional item design, but the principles should be applied across all implementations. The horizonal signature should be set on the upper left hand corner. The slogan should be set in DIN 50pt, revert out. The images should be London’s landscape.
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British Airlines - Brand Manual Guidelines
5.14 credit card
This is an example of one of many possible combinations for promotional item design, but the principles should be applied across all implementations. The mesurements of the British Airlines identity should be 1.25 inches in width. The pattern represents the iconic things of British should be set in multiply 70% in # 005076
5.15 Kiosk
This is an example of one of many possible combinations for promotional item design, but the principles should be applied across all implementations. The mesurements of the British Airlines identity should be 1 inch in heisht and 1.25 inches in width. The pattern represents the iconic things of British should be in navy blue and red.
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The book and brand makeover was designed by Van Le as a project for Thomas McNulty’s Identity 2 course at the Academy of Art University in San Francisco California in the Summer of 2017. This book was printed by Van Le on Moab Lasal paper.