I D E N T I T Y
M A N U A L
Contents
02.
Company Statement
03.
Mission Statement
04.
Logo Statement
06.
Color Palettes and Black & White
07.
Typography
08.
Size and Margins
09.
Inappropriate Use
10.
Stationery
11.
Business Letter
12.
Applications
3
Company Statement Летать has combined the best practices and traditions of the national civil aviation and a highly professional team in different regions of the world. One of our top priority tasks of the airline is to develop a regional transport accessibility and increase human mobility around the world. Летать operates a fleet of modern aircraft around the world. We offer an average of nearly 2,100 flights daily to 380 destinations in 55 countries. Our team of professionals will provide safety, security and a quality experience to all. Whether you’re looking for a romantic getaway, business trip, or a trip to visit relatives, we will make sure you get there safely and on time. Летать base of operations is located in the city of St. Petersburg, Russia. We also have branches in Moscow, Orenburg, and Rostov-on-Don. Our fleet is comprised of modern aircraft such as Airbus A319, Airbus A320, Boeing 737 NG and Boeing 777. In the future, Летать is planning to increase its fleet to 600 aircraft.
4
Daily Flights
2,100
Destinations
380
Countries
55
Mission Statement One of the top priorities of the airline is to develop a regional transport accessibility and increase human mobility around the world. Whether you’re looking for a romantic getaway, business trip, or a trip to visit relatives, we will make sure you get there safely and on time.
5
Logo Statement The appearance of the Летать Airlines logo is essential for our brand identity. It is essential that are logo maintains the identity of the company across all forms of marketing and media. Летать is a Russian airline that simply got its name from what the airline does. The Russian word (летать) means fly or to fly in English. We wanted our logo to reflect the qualities of a plane; strong, lightweight, and aerodynamic. Logo uses a design principle (figure and ground) to outline the shape of a plane within the circle. The plane is positioned in an upward motion to represent the status of the plane when it takes off. The two wings represent the two main airport locations of this airline (St. Petersburg and Moscow).
The creation process of our logo is important to our brand identity. These different stages during the logo process demonstrates our creative thinking and care for each illustration as it evolved.
6
7
Color Palettes When using our three company colors, use only the following: CMYK, RGB, HEX, or Pantone values. This will keep our brand consistent throughout all forms of media.
Hexadecimal #27AAE1
Hexadecimal #DA3868
Hexadecimal #9d9da0
CMYK 70,15,0,0
CMYK 9.7, 92.49, 41.31, 0.17 CMYK 41.2, 33.7, 32.09, .56
RGB 39, 170, 225
RGB 218, 56, 104
RGB 157, 157, 160
Pantone Blue U
Pantone Strong Red U
Pantone Cool Grey 7 U
Black & White The logo can also be used in black-and-white if a certain form of media cannot present the three company colors values perfectly.
8
Typography Летать Airlines typography is clear and concise. The fonts used are Open Sans and Philosopher.
Open Sans Regular
Semi Bold
ABCDEFGHIJKLMNOPQRSTUVWXYZ
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
abcdefghijklmnopqrstuvwxyz
0123456789
0123456789
Bold
Extra Bold
ABCDEFGHIJKLMNOPQRSTUVWXYZ
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
abcdefghijklmnopqrstuvwxyz
0123456789
0123456789
Philosopher Regular
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 Bold
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789
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Size and Margins In order to maintain the integrity of the Летать airlines logo, it is required that you follow the guidelines regarding safe areas, minimum size, and scaling. These guidelines will maintain the logo appearance in order to keep it clear, legible, and consistent. Due to the wings being off to the side of the logo, the physical center may not align correctly to the type. In order to avoid confusion, the type and the circle of the logo must remain visually centered within the required guidelines. Vertical Solution Smallest Horizontal
0.8125
Smallest Vertical
Horizontal Solution
0.9375
Smallest Icon
0.25
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Inappropriate Use These examples are only a small number of ways that the Летать logo should not be be violated and distorted. In order to maintain our brand, please reduce alterations to he logo.
DO NOT stretch, condense, alter, or tilt the logo elements.
DO NOT change fill colors or add new elements such as stroke or shapes.
DO NOT alter or discard any elements of the logo nor should you off set the balance of the logo.
11
Stationery We use standard US size stationery. Our design guidelines make sure any important aspects of the design such as text and logos are inside of the safe area, and are kept from being cut off. Bussiness letters should be printed on standard letter printing paper.
Queens, NY 11430 John F. Kennedy International Airport
YURIVOLCHKOVA@ЛЕТАТЬ-AIRLINES.COM
Queens, NY 11430 John F. Kennedy International Airport • 212 - 633 - 3755
12
Business Letter When writing a business letter use these margins and guidelines to position the text correctly inside the letterhead space.
2″ margin
November 30th, 2020 Joanne Montague Via Belmeloro 18 Bologna 40123 Dear Ms Montague, Lorem ipsum dolor sit amet, consectetur adipiscing elit. Aliquam eget egestas est. In luctus, elit vitae pellentesque semper, dolor velit blandit est, id lacinia justo lacus in nisi. Nam posuere pulvinar nisi. Pellentesque non risus tempus, pellentesque nunc vehicula, euismod nisi.
1.3″ margin
Nullam vitae enim at lorem vulputate molestie. Donec et nulla tempus, facilisis eros id, sagittis ipsum. Ut non lobortis lectus, volutpat lobortis dolor. Proin rutrum eros eget est fermentum, non dictum dolor tincidunt.
1″ margin
Nam posuere pulvinar nisi. Pellentesque non risus tempus, pellentesque nunc vehicula, euismod nisi.Quisque accumsan lectus finibus sapien tincidunt, at tempus ipsum faucibus. Nunc eu felis eleifend, vulputate arcu ut, iaculis elit. Praesent a tincidunt neque. Donec id purus sed quam dapibus tincidunt nec vel nisl. Mauris vitae interdum turpis, sodales sollicitudin leo. Proin ullamcorper lorem quis eros facilisis, vel iaculis dui molestie. Vestibulum condimentum maximus imperdiet. Phasellus in eleifend dui, quis malesuada ipsum. Nam posuere pulvinar nisi. Pellentesque non risus tempus, pellentesque nunc vehicula, euismod nisi. Proin ut tellus id tortor finibus sagittis eget vel nulla.Nullam vitae enim at lorem vulputate molestie. Donec et nulla tempus, facilisis eros id, sagittis ipsum. Ut non lobortis lectus, volutpat lobortis dolor. Phasellus in eleifend dui, quis malesuada ipsum. Nam posuere pulvinar nisi. Pellentesque non risus tempus, pellentesque nunc vehicula, euismod nisi. Quisque accumsan lectus finibus sapien tincidu nt, at tempus ipsum faucibus,volutpat lobortis dolor. Sincerely,
Franco Bellini Owner
1.5″ margin YURIVOLCHKOVA@ЛЕТАТЬ-AIRLINES.COM
Queens, NY 11430 John F. Kennedy International Airport • 212 - 633 - 3755
13
Applications
In-flight Entertainment 1
Website
3
Employee Uniform 1.
The In-Flight Entertainment utilize a horizontal solution used in white and placed in the center.
2.
A horizontal solution used in white and placed in the center is also applied to the Website logo.
3.
14
2
The Employee Uniform logo employs a vertical
solution used in full color and is placed to the
right of the shirt.
Advertisement
1
2
On Plane 1.
3
A vertical solution is used in white and placed in the center at the bottom of the Advertisement.
2.
Billboards utilize a vertical solution used in white and placed in the top right corner .
3.
Billboard
A full color and horizontal solution of the logo is used when applied to the plane.
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Applications
Neck Pillow
2
Shirts 1.
3
The Neck Pillow uses a vertical solution used in white and placed on the right arm of the pillow.
2.
The logo utilizes a vertical solution and is used
in full color and placed on a white patch at the
bottom left of the Bag and Carry-on. The logo
can also be used as a design element when used
in white on a dark fabric or background. 3.
A full color and vertical solution of the logo is used when applied to the right of the white shirt.
16
1
Bags and Carry-on
Apple Watch 1
2
Air Traffic Control Tower
Monorail 3 1.
The logo is used in full color as an icon in the
Apple Watch in the upper left area of the
screen without type. 2.
The Air Traffic Control Tower utilizes a full color
logo without the type placed on the upper level
of the tower. 3.
A blue logo without type is used as a design element on the side of the the Monorail. 17
“
WE’VE HEARD THE EXPRESSION HOW
FLY A HEART CAN
“
18
Moscow: 8 495 173 77 55 JSC, Pilotov st. 18/4, Saint-Petersburg, Russian Federation, 196210 Saint-Petersburg: 8 845 633 37 55
ЛетатьAirlines.com SkyTeam.com