Contents The brand book is divided into three sections which are designed to have the content for easy understanding. Also it is based on a concept called The Moment(which is discussed later). The brand book starts with history of Malaysia Airlines and tells about the new airlines and their brand & visual identity.
01 Introduction 02 Brand Identity 03 Visual Identity
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Malaysia Airlines | Brand Book
01 Welcome to the new
Malaysia Airlines
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Introduction
The new Malaysia Airlines is the recreation of a new look and feel to the company. The new look or the feel is based on how customer feel about the company. The new airlines is based on user experience though Malaysian hospitality in the airlines from the pre-flight to post-flight. Also it should carry the history of the brand in the look and feel to the customers.
1.1 1.2 1.3 1.4
About Mission & Vision Brand Promise The Moment
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06 08 09 10
Malaysia Airlines | Brand Book
1.1 About Malaysia Airlines
6
Introduction
Malaysia Airlines is the flag carrier of Malaysia and a member of the oneworld airline alliance. The company, Malaysia Airlines Berhad commenced operations as the national carrier on 1 September 2015 when Malaysian Airline System (MAS) was dissolved from Bursa Malaysia in 2014 and subsequently ceased operations on August 31, 2015. The airline began as Malayan Airways Limited, and flew its first commercial flight in 1947. It was then renamed as Malaysian Airways after the formation of the Federation of Malaysia in 1963. In 1966, the airline was renamed Malaysia Singapore Airlines (MSA) and in 1972 Malaysian Airline System (MAS). Malaysia Airlines has a long and proud history of a product and brand synonymous with outstanding, warm hospitality. The national flag carrier has won numerous awards from the aviation industry, being crowned 'The World's 5-Star Airline' by Skytrax multiple times (2009, 2012 and 2013) and recognition from the World Travel Awards as 'Asia's Leading Airline' (2010, 2011 and 2013). It has an impeccable track record of contributing to national development and has been a talent factory for skilled employees, especially its engineers, pilots and cabin crew. The airline has served as a critical enabler to connect Malaysia to the world, while simultaneously integrating the nation. As a global network, it offers the best way to fly to, from and around Malaysia. Serving more than 50 destinations worldwide and operating over 300 flights a day, Malaysia Airlines is part of the Malaysia Aviation Group. As a member of oneworldÂŽ, Malaysia Airlines offers the best connectivity with seamless journeys to more than 1000 destinations across 150 plus countries and access to over 650 airport lounges worldwide Malaysia Airlines operates flights from its home base, Kuala Lumpur International Airport, and offers connectivity across the globe, including Europe, the Middle East, Australasia, North and South Asia, and Southeast Asia.
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Malaysia Airlines | Brand Book
1.2 Mission & Vision
Mission To provide air travel & transport service that ranked among the best in safety, comfort & punctuality.
Vision Uniquely renowned for its personal touch, warmth & efficiency
A Mission Statement defines the company's business, its objectives and its approach to reach those objectives. A Vision Statement describes the desired future position of the company. 8
Introduction
1.3 Brand Promise
As the national carrier we represent worldwide the warmth, humility and hospitality that Malaysia is famous for. Our diversity, heritage and culture are our reference and the roots of our brand promise. It all truly begins with us.
A brand promise is an extension of a company’s positioning. It is not a slogan or advertising headline and nor a public statement (though it can be as long as your brand truly lives up to it). It is about uniqueness and differentiating power of the Malaysia Airlines. It is Moto of the brand which represents the way of transformation of your organization creates strong and meaningful connections with people. 9
Malaysia Airlines | Brand Book
1.4 The Moment
The new Malaysia Airlines is based in the four key factors like Time, Travel, Experience and Warmth. The change of the brand focus in the these factors is terms as The Moment. 10
Introduction
Make Every Moment Yours. Experiences Seeking out new adventures, happening and exploring new things. Warmth Make towards personal, nature, kind and close. Time Moving towards future and forward to the changes or a moment Travel Represents flight, journey, forward and go 11
Malaysia Airlines | Brand Book
02 The new
Brand Identity
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Brand Identity Introduction
The brand identity is the key visual of the brand where people sees it first to know who you are. The guidelines of the brandmark and other elements of the brand is should incorporate with the brand definition. The brand identity includes all the guidelines of brand elements which does not include visual identity.
2.1 2.2 2.3 2.4 2.5 2.6 2.7 2.8 2.9 2.10
Brand Mark Alternative Versions Isolation Zone Minimum Size Colours Breakdown Typography Secondary Graphics Colour Application Iconography Incorrect Usage
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14 16 20 22 24 30 34 36 38 40
Malaysia Airlines | Brand Book
2.1 Brand Mark
The brand mark is represent of the brand and also the impression on the brand in a single visual. The brand mark represents the meaning or gives the life to the brand. The usage of the brand mark is most important to the brand to convey the message.
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Brand Identity
The Mountain shape of the logomark represents the folds of the layers which are formed over time. The formation of folds also indicates about the strong foundation to towards the brand history. The folds also represents grow, stability of the Malaysia Airlines. The logotype represents modern look to the airlines and also maintains the history of the brand. The starpline typeface is completely modern to represents about moving forward to the future in the airlines industry.
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Malaysia Airlines | Brand Book
2.2 Alternative Versions
In certain cases, the brand mark may not be suitable for other uses in print and digital applications. The alternative versions of brand mark are able to adapt different placement and logomark can be used in separate also.
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Brand Identity
Logomark + Logotype This is version without a strapline which can be used is the strapline is not required like on the website
Logotype The logotype is version has only as the brand name and also used in airport counters, airplane livery and if needed.
Logotype + Strapline If strapline is needed with logotype can be used like this, It can separated with the logomark for using in posters.
Logomark The logomark is symbol which is used is a icon and favicon for the website. It should not be used alone unless stated.
Digital Mark The digital mark should be used only in digital medium like mobile app and others forms. 17
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2.2.1 One World Versions
In certain cases, the brand mark or logomark maybe has to use with OneWorld logo. For those cases, these are the versions of the logo with OneWrold logo.
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Brand Identity
One World with Brand Mark
One World with Logomark + Logotype
One World with Logomark
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2.3 Isolation Zones
The isolation zones of the version of the logo are defined here. It will help to placed the logo in all places to avoid overlay and spaces between other objects in poster or brand elements
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Brand Identity
Brand Mark
Logomark + Logotype
Logotype + Strapline
Logotype + Strapline
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Malaysia Airlines | Brand Book
2.4 Minimum Size
The Minimum size of the logos are defined to the minimum sizes of the versions. The logo or brand mark are should not be used less the defined size.
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Brand Identity
Brand Mark
60 mm
Logomark + Logotype
Logotype + Strapline
40 mm
35 mm
Logotype
Digital Mark
40 mm 75 px
Logomark
15 mm
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Malaysia Airlines | Brand Book
2.5 Colours Breakdown
The colours of the brand is should be used in the right values and compostion to avoid the errors. The cololurs are named after the chemicals because it also represents the moment. The chemicals are formed over time which represent the big part behind this rebranding. 24
Brand Identity
Cobalt Blue Cobalt is chemical compound which found in the Earth's crust only in chemically combined form, save for small deposits found in alloys of natural meteoric iron. "Cobalt [blue] is a divine colour and there is nothing so beautiful for putting atmosphere around things…" said by Vincent van Gogh. Blue is colour for honesty, loyalty also it represent stability and strength. Blue also associated with sky & water and which is from transport. Blue is also is represents tin the flag of Malaysia Federation.
Alizarin Red Alizarin is an organic compound with formula C ₁₄H ₈O ₄ that has been used throughout history as a prominent red dye, principally for dyeing textile fabrics. Historically it was derived from the roots of plants of the madder genus. In 1869, it became the first natural pigment to be produced synthetically. Red represents passion & energy. Red is one of the pure colour which can't be produced.
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Malaysia Airlines | Brand Book
Primary
Cobalt Blue PANTONE 7687 C
C100 M68 Y0 K14
The blues are divided into two palettes: print and digital. The Print are mentions in Pantone and CMYK. The digital are mentioned in digital. When the colours are used in digital, the secondary cololurs are can be colour palettle below.
#28306D
DIGITAL
BAY OF MANY
#253D84 #2E4691 #36519D #3F58A7 #5A70B3 #788AC0 #9DABD2
#253C84
#C2CBE2 #E9EAF2
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Brand Identity
Primary
Alizarin Red PANTONE 1788 C
C0 M97 Y83 K0
The red is one of the supporting colour for the brand but it is considered as primary colour. Also the red has two different palettes to support blue and the digital has also supporting colpurs based on the usage.
#C02028
DIGITAL AMARANTH
#CD2032 #DC2939 #EE333F #EF4345 #F0535A #E8717A #F29A9F
#EE3340
#FACED6 #FDEAEF
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Malaysia Airlines | Brand Book
Secondary
Blue's CERULEAN #1098D5
STEEL GRAY #181822
C76 M26 Y0 K0
C79 M73 Y57 K54
The secondary blue is completed a different colours to supporting the other brand elements. These colours are can be used in posters which is defined in visual identity. These colours should be not be used in digital application like Website and Mobile app. These colours are supported to use in print medium.
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Brand Identity
Secondary
Gery's SHIP GRAY #404041
THUNDER #211D21
C0 M0 Y0 K90
C72 M69 Y63 K73
MARSHLAND #060806
C74 M66 Y68 K87
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These are colours of gery which can used in background or a text colour. The gerys are supporting colours which can used in digital and print medium.
Malaysia Airlines | Brand Book
2.6 Typography
The typography of a brand is always communication element. The usage of typography is well defined to communication better with audience, look and feel. 30
Brand Identity
Modified
Montserrat The Montserrat typeface has old and modern look in its characters and also provides many glyphs to change look of the letters. The logotype is based on Montserrat to create modern traditional look by using different glyphs. Also Montserrat is based on Geo-Metric typeface, it creates a bonding with the logomark.
Modified
Raleway Raleway is an elegant sans-serif typeface, designed to give a modern and rich look. The glyphs are modified to represents the modern look and also pairs with the main typeface. The Raleway is modern typeface which also has many glyphs to give modern rich look and represents the future look to the brand.
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Malaysia Airlines | Brand Book
Montserrat Primary Typeface
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz ?!@$#:;,.'"&/-+= Typeface's Weights
Light Medium Semi-Bold Bold 32
The typeface should be used in these weights only. The listed four weights of Montserrat is modified from the original version. The glyphs of the typeface are listed above and those are glyphs should be used in any cases. In any case, the numbers from Montserrat should not be used.
Brand Identity
Secondary Typeface
Raleway Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz , . ; : ' " ! & 1234567890()[]$ Typeface's Weights
Light Regular Semi-Bold Bold 33
The typeface should be used in these weights only. The listed four weights of Raleway is modified from the original version. The glyphs of the typeface are listed above and those are glyphs should be used in any cases.
Malaysia Airlines | Brand Book
2.7 Secondary Graphics
These additional elements or graphics can be used to visual system for the brand like business card, packaging, letter card, etc,.
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Brand Identity
Moment Lines
The Moment lines are pattern for secondary graphics which also used to represent the motion in the design. The lines can used in repeated pattern also which represents the motion for experience.
The pattern can used repeated pattern in horizontal way.
Usage
The line can be inclined to 45ďż˝ to use on the some of the brand elements.
The pattern can used repeated pattern in vertical way too.
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Malaysia Airlines | Brand Book
2.8 Colour Application
The colour application of the logo are defined to usage on logo with primary and secondary colours. The logos should be used in this colours.
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Brand Identity
Cobalt Blue on White
White on Cobalt Blue
Greyscale
Reverse Greyscale
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Malaysia Airlines | Brand Book
2.9 Iconography
The icons of the brand are defined to create a unique look within the brand. The usage of icons are work for both print and digital medium.
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Brand Identity
The Edges of the icons should be rounded. The rounded edges are should be the outside part of that icon.
The Edges along the path of the icon doesn't have to rounded. Also it can rounded if the path is seperated from the main object of the icon.
Flight Land
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Flight Takeoff
Location
Calender
Malaysia Airlines | Brand Book
2.10 Incorrect Usage
Even though, there are rules how to use a logo we need how not to use the logo in other colours and effects. So the incorrect usage is defined to how logo should not be used.
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Brand Identity
Don't use both the primary colours in any manner.
Don't use the full black background with white.
Don’t tilt the logo to any angle in any manner.
Don’t use drop shadow for the logo.
Don’t use red background for the white version of the logo.
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Malaysia Airlines | Brand Book
03 Brand's
Visual Identity
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Visual Identity
Malaysia Airlines | Brand Book
The Visual Identity of a brand next step towards communication to the costumer in better and clear way by maintain the integrity of the brand. The guidelines of visual identity is more clear sets in execution on the brand elements.
3.1
3.1 3.2 3.3 3.4 3.5 3.6 3.7
Flight Livery Boarding Pass Posters Style Image Style Letter Head Design System Social Media Elements
Flight Livery 44 46 48 50 52 54 58 The Flight livery is first thing if you think of airline. Even though it should look nice but also it has some guidelines to make it happen.
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The logotype should be on the front of the plane. The logotype should start after the first door or it can start from the first window.
The secondary graphics should be place in turbine engine. The diagonal lines should be in 45ďż˝ and cover the entire area of the outer shield of the engine.
The secondary graphics should be place in back part of the plane. The diagonal lines should be in 45ďż˝ and should be end in the top of the tail.
Visual Identity
The logomark on tail should be enclosed with the circle. The tail of the airplane should be a solid colour. The placement of the logomark is determined based in the size of the tail.
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Malaysia Airlines | Brand Book
3.2 Boarding Pass
The boarding pass is first item will handover-ed while getting into the plane. Also it used for deals and promotion for future trips.
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Visual Identity
Front Side
Back Side
The backside of the boarding pass should promote the on-going deals or promotions. The promotions also include new campaigns and new flight livery design in future.
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Malaysia Airlines | Brand Book
3.3 Posters Style
The poster style is to represent the template which is used for promotion of the airlines in print medium. The template have the set of rules to execute the guidelines properly.
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Visual Identity
The image of the poster should be tinted with blue or yellow. It always produce warm feel to the image.
Lenis dolupta
The headline or the caption should be in Montserrat.
Derero idus santore eostrume lam volore eliae solesendis im que dolesto et et que pre illecum qui consene caecepr emporior aut liquunt iorit, as qui volectia dio id ullaccus et et everunt maxime et
The body copy should be in Raleway.
Download our apps for fast booking. Visit our website to learn more malayaisairlines.com/new
The logo can be placed as a brand mark or logomark alone. The background of the logo should be a solid colour. 49
Call-to-Action should be places based the relevant campaign or deals.
The gradient bar of the poster is to represents The Moment. This should represent the timeline on the series of that poster.
Malaysia Airlines | Brand Book
3.4 Image Style
The brand style also depends upon the image style which means the image should is used in proper way. The photography style also way to communicate in better way.
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Visual Identity
Close-Up Shot
The photography of the Malaysia Airlines is based the travel experience. The close-up shot should always show the customer smile of the face. On close-up shots background should be blurred and image should cover 2/3 of the canvas.
Medium Wide Shot
The backside of the boarding pass should promote the on-going deals or promotions. The promotions also include new campaigns and new flight livery design in future.
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Malaysia Airlines | Brand Book
3.5 Letter Head
The letter head is corporate way to communication to the customers. The letter has some folded in the way to fit miles cards and fit in DL envelope.
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Visual Identity
15mm
10mm
The bodycopy's typeface is should to be common typeface used by all in any software.
The Miles + Rewards card should placed in the second section of the letter.
The margins of the letter head should be 10mm around all the corners.
The letter should be folded on this places.
30mm 20mm
The name of the person and destination should be at the third fold on the letter.
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The website should be mentioned at the bottom right corner always.
Malaysia Airlines | Brand Book
3.6 Design System
The design system of a brand is also has to communicate in the consists with the other elements. Also the it has more elements than brand system. The design system consist of web and mobile UI systems.
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Visual Identity
Material System Material Design is a visual language that synthesizes the classic principles of good design with the innovation of technology and science. Material Design is inspired by the physical world and its textures, including how they reflect light and cast shadows. Material surfaces re-imagine the mediums of paper and ink.
Design System The design system of Malaysia Airlines is based on the material system by Google. The design system is developed on material system to create consists theme with the re-brand. The design system is based on The Moment [the brand story]. The formation of material system is based on physical elements and The moment is also based on nature. So the Material Design System be proper system for Malaysia Airlines.
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Malaysia Airlines | Brand Book
Digital Mark The digital mark is used in the mobile App as a introduction logo. The logo is used on the welcome screen . Also it can be used as a App icon
75 px
Web Logo The web logo can be used in the website navigation bar and other uses in the web medium. 35 mm
Favicon
32 px
Navigation Bar Booking
Experience
The web logo should be used as mark in the website navigation bar.
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Deals
Help
Login
The hamburger menu is should to used for other links on the company.
Visual Identity
Welcome Screen
The text or the copy are should be in white colour only. The typeface should be Raleway Regular.
The background should be white or complete gradient.
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Login Screen
The button on the white background should be gradient and drop shadow.
The overlay of the background should be on white and stroke of the button in blue.
Malaysia Airlines | Brand Book
3.7 Social Media Elements
The social media is platform to a promote deals and promotion and also it also has brand element and communication has to done in better format.
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Visual Identity
Instagram Image Layout
The Instagram image post should be a square for both images and promotion if it has text also. If there is a link for the promotion include in the bio. The image should follow image style which is mention in above.
Instagram Text Layout
Everi sunt. Ficimi, cum invelitat et
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The Instagram text layout is different fromt the image layout, the backgound should in primary blur and text should in white.
Malaysia Airlines | Brand Book
Video Layout
The video layout should be in 16:9 aspect ratio. The resolution should be minimum of 720p. The image or video should follow the image style but it can change from different angles.
The logo animation should be in white on a blue background. The animation should a stroke based animation and logomark should be shown first then logotype should be revealed.
The strapline of also should follow the same animation like logo animation but it should differnt frame.
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Visual Identity
Instagram Story Layout
The story should be in 1080 by 1920 pixels. The aspect ratio is 9:16 and also it can include text, image and video.
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Make every moment yours.