VISUAL IDENTITY & BRAND GUIDELINES
A MESSAGE FROM THE PRESISDENT I would like to thank our customers who fly with Xiamen Airlines, our shareholders in China and abroad, and our business associates with whom we have the pleasure of doing business for your continued patronage and support. In order to steadily achieve our targets by FY2018, management and staff have worked together to maintain flight safety and meet new challenges, such as launching new Sky Suite aircraft on international routes and Xiamen Airlines Sky Next on domestic routes, and introducing the inflight Internet service, Xiamen Air Sky Wi-Fi. As we have received favorable customer feedback and consistently posted positive financial results, we will keep these three management targets as they are and continue to pursue them. With gratitude in our hearts and never forgetting your support, every Xiamen Airlines staff will strive to empathize with each customer to provide service that fulfills individual wants and needs. In addition to waiting for delivery of new aircraft, the Airbus A350, we will continuously think of ways to improve customers’ comfort and convenience and boldly embrace new challenges. Step by step, we will move forward to realizing our dream of becoming “the customers’ most preferred and valued airline group.” I would appreciate your continued patronage and support of Xiamen Airlines. Sincerely,
Fan Xia Fan Xia Client Relations
Table of Contents
1.0
2.0
1.1 1.2 1.3 1.4 1.5 1.6 1.7 1.8 1.9 1.10 1.11
2.1 2.2
Graphic Identifier Typography Previous Edition Current Identifier Positioning Competition Signature Horizontal Signature Clear Space Horizontal Clear Space Color Palette Color Usage Unacceptable Usage
Main Typeface Secondary Typeface
3.0
4.0
3.1 3.2 3.3 3.4 3.5
4.1 4.2 4.3 4.4 4.5 4.6 4.7 4.8 4.9 4.10 4.11 4.12
Stationery Complete System Letterhead Business Card Envelope Mailing Label
Applications Aircraft Boarding Pass Credit Card Website Smart Phone App Shirt Coffee Mug Billboard Poster Corporate Vehicle Magazine Duty Free Shopping Bag
1.0
Graphic Identifier 1.1 1.2
Previous Edition Current Identifier
1.3 1.4 1.5 1.6 1.7 1.8 1.9 1.10 1.11
Positioning Competition Signature Horizontal Signature Clear Space Horizontal Clear Space Color Palette Color Usage Unacceptable Usage
Brand Guideline // Graphic Identifier
1.1
Previous Edition
Although Xiamen Airlines is a popular and highly respected airline, its previous logo did not reflect the brand’s identity and reputation. The previous edition of the Xiamen Airlines logo is a crane. The typeface also can not express the service of the company.
Brand Guideline // Graphic Identifier
1.2
Current Identifier
Our new brand identity is all about demonstrating how Xiamen Airlines always provide safe with caring, friendly and professional service that we’re known for. The new symbol is a refined crane with five cool colors. The crane represent the local culture and the spirit of Xiamen.
Brand Guideline // Graphic Identifier
1.3
Positioning
The airline was established on July 25, 1984. By early 2014, the airlines had set up bases at Fuzhou Changle International Airport, Nanchang Changbei International Airport, Hangzhou Xiaoshan International Airport, Tianjin Binhai International Airport, Changsha Huanghua International Airport and Beijing Capital International Airport. XiamenAir was honored with the title of “The Best Airline In Mainland China” for 19 consecutive quarters in the “Airlines Service Survey” made by CARNOC.com. The survey consists of comprehensive questionnaires answered by the passengers and analyzed by experts.
Brand Guideline // Graphic Identifier
1.4
Competition
Based in mainland China, Xiamen 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 recognition.
Brand Guideline // Graphic Identifier
1.5
Signature
The Xiamen Airlines signature is a graphic representation of company and the values for which it stands. It identifies us by displaying an image that is confident and safety. The signature combines two of the most important visual elements of our brand-the Xiamen Airlines wordmark and symbol. The diagram on this illustrates the graphic features that make the signature unique. Postion, size and color, as well as the spacial and proportional relationships of the signature elements, are predetermined and should not be altered.
Crane Symbol
Logo Type
Brand Guideline // Graphic Identifier
1.6
The Xiamen Airlines brand identity system includes two signatures - vertical and horizontal. It is strongly recommended that the vertical signature be used in branding applications whenever possible. However, when vertical space is a constraint when applying the Xiamen Airlines brand identity, the horizontal signature of the identity should be utilized.
Horizontal Signature
Crane Symbol
Logo Type
Brand Guideline // Graphic Identifier
1.7
Clear Space
The Xiamen Airlines signature is the product of proportional and specially drawn elements. The size and position of each element is determined by “x,” which is defined by the height of the capital letter “X” in Xiamen Airlines wordmark.
Brand Guideline // Graphic Identifier
1.8
Horizontal Clear Space
Brand Guideline // Graphic Identifier
1.9
Color provides a strong visual link to our brand across a wide range of applications. These five color serves as our corporate color for all brand communications. To achieve the greatest impact, you should always use the exact pantone color and the CMYK conversions.
Color Palette
PANTONE
7451 C
CMYK
43% 32% 0% 0%
RGB
143 160 226
PANTONE
2718 C
CMYK
63% 40% 0% 0%
RGB
97 138 204
PANTONE
7688 C
CMYK
73% 32% 6% 0%
RGB
62 144 197
PANTONE
801 C
CMYK
80% 21% 7% 0%
RGB
0 156 205
PANTONE
298 C
CMYK
69% 6% 5% 0%
RGB
36 182 244
Brand Guideline // Graphic Identifier
1.10
Color Usage
To be most effective, the Xiamen Airlines identity should always be produced in color. Black and white production is also acceptable when used on a light or dark backgrounds, full reversed out versions of signature must be used.
Brand Guideline // Graphic Identifier
1.11
To maintain the equity and value of our brand, the Xiamen Airlines signature must never be altered or redrawn. It is important to use the logo as described in these guideline. The examples shown here illustrate possible misuses of the Xiamen Airlines logo that should be avoided. Some, but not all, common misuses are shown here.
Unacceptable Usage
1 1. Do not use another typeface to recreate signature logotype!
4 4. Do not use color that is not in the color palette!
2 2. Do not change the proportion between symbol and logotype!
5 5. Do not put drop shadow on our logo or other graphic effects!
3 3. Do not stretch the logo!
6 6. Do not put the logo on an angle!
Brand Guideline // Graphic Identifier
1.11
Unacceptable Usage
7 7. Do not rearrange the wordmark and the symbol!
10 10. Do not screen down to any percentage of original colors!
8 8. Do not use outlines!
11 11. Do not overlay the logomark with the symbol!
9 9. Do not scale elements individually!
12 12. Do not use background images with similar tone and value!
2.0
Typography 2.1 2.2
Main Typeface Secondary Typeface
Brand Guideline // Typography
2.1
Xiamen Airlines has chosen the D-DIN bold as the primary typeface for all our brand communications. This Typeface are for print use only.
Main Typeface
D-DIN Bold
ABCDEFGHIJKLMNOP QRSTUVWXYZ abcdefghijklmno pqrstuvwxyz 1234567890!?@$%&.,“ D-DIN Regular
ABCDEFGHIJKLMNOP QRSTUVWXYZ abcdefghijklmno pqrstuvwxyz 1234567890!?@$%&.,“
Brand Guideline // Typography
2.2
We use Univers as scondary typeface and to be used only when D-DIN is not available.
Secondary Typeface
Univers 45 Light
ABCDEFGHIJKLMNO P Q R ST UVW XY Z abcdefghijklmnop qrstuvwxyz 1234567890!?@$%&.,“ Univers 55 Roman
ABCDEFGHIJKLMNO P Q R ST U V W XY Z abcdefghijklmnop qrstuvwxyz 1234567890!?@$%&.,“
3.0
Stationery 3.1 3.2
Complete System Letterhead
3.3 3.4 3.5
Business Card Envelope Mailing Label
Brand Guideline // Stationery
3.1
Complete System
March 8, 2018 Mr. Xiao Jia 1080 Bush Street San Francisco, CA 94109
Dear Mr. Jia: On behalf of the entire staff and pilots at Xiamen Airlines, we welcome you to the Xiamen Airlines Infinity Mileage Club. We are excited to take off on a new journey with you and assure you that we only offer the highest quality in service and benefits for being a loyal member to Xiamen Airlines. Xiamen Airlines embraces core values that promote safe and punctual flights, friendly and professionall services and innovatice, efficient operations. Our network spans the globe, strething from Asia and China to Europe, North America and Oceania, and links more than 60 cities. As a SkyTeam member, Xiamen Airlines gives our passengers access to a vast networkof nearly 1,400 destinations in more than 19 countries, providing seamless global services. As an Infinity Mileage member, members can accumulate flight mileage points not only for distances flown with Xiamen Airlines, but also flying on Star Alliance with over 25 airline carriers. Benefits also include privileges of reservation procedures, airport VIP service and facilities, extra baggage allowance, etc. when flying with Xiamen Airlines and Star Alliance Airlines. Moreover, members can also enjoy accelerated mileage accumulation from hotels, car rentals, award tickets, cabin upgrade on Xiamen Airlines and Star Alliance member carriers, hotel accommodations reward voucher award, flight simulator experience, or gifts. Enclosed are your Xiamen Airlines Infinity Mileage membership card and program booklet. Should you have any issues or questions, please do not hesitate to contact us. Sincerely,
Fan Xia Fan Xia Client Relations
Fan Xia Client Relations fanxia@xiamenair.com 22 Dailiao Road, Xiamen 100036, China T: +86-592-5739888 F: +86-592-5739777 W: xiamenair.com
Brand Guideline // Stationery
Brand Guideline // Stationery
3.2
Letterhead
1.0
The letterhead has been designed to convey a clean, professtional look. This design can be adapted for use witb personal information. The overall size of the letterhead is 8.5 inches wide with 11 inches high. Identity: 1.86 inches wide with 1.26 inches high. Address: The letters and numbers are set in Univers 45 Light in size 7 point with 10 leading. The body copy are also set in Univers Light in size 9 point with 13 leading.
1.86
0.5 1.26
March 8, 2018
Mr. Xiao Jia 1080 Bush Street San Francisco, CA 94109 Dear Mr. Jia: On behalf of the entire staff and pilots at Xiamen Airlines, we welcome you to the Xiamen Airlines Infinity Mileage Club. We are excited to take off on a new journey with you and assure you that we only offer the highest quality in service and benefits for being a loyal member to Xiamen Airlines. Xiamen Airlines embraces core values that promote safe and punctual flights, friendly and professionall services and innovatice, efficient operations. Our network spans the globe, strething from Asia and China to Europe, North America and Oceania, and links more than 60 cities. As a SkyTeam member, Xiamen Airlines gives our passengers access to a vast networkof nearly 1,400 destinations in more than 19 countries, providing seamless global services. As an Infinity Mileage member, members can accumulate flight mileage points not only for distances flown with Xiamen Airlines, but also flying on Star Alliance with over 25 airline carriers. Benefits also include privileges of reservation procedures, airport VIP service and facilities, extra baggage allowance, etc. when flying with Xiamen Airlines and Star Alliance Airlines. Moreover, members can also enjoy accelerated mileage accumulation from hotels, car rentals, award tickets, cabin upgrade on Xiamen Airlines and Star Alliance member carriers, hotel accommodations reward voucher award, flight simulator experience, or gifts. Enclosed are your Xiamen Airlines Infinity Mileage membership card and program booklet. Should you have any issues or questions, please do not hesitate to contact us. Sincerely,
Fan Xia Fan Xia Client Relations
8.5
11
Brand Guideline // Stationery
3.3
Business Card
The business card has been designed to convey a clean and professional look. This design can be adapted for use with personal information. The overall size of the business card is 2 inches high with 3.5 inches wide. Identity: 1.86 inches wide with 1.26 inches high. Address: The letters and numbers are set in Univers 45 Light in size 7 point with 10 leading.
1.86
0.3
0.37 1.26
Fan Xia Client Relations fanxia@xiamenair.com 22 Dailiao Road, Xiamen 100036, China T: +86-592-5739888 F: +86-592-5739777 W: xiamenair.com
3.5
2.0
Brand Guideline // Stationery
3.4
The envelope should always be a standard NO.10 envelope with square flap. The design of the envelope employs graphic elements. Identity: 1.86 inches wide with 1.26 inches high.
Envelope
1.86
Address: The letters and numbers are set in Univers 45 Light in size 7 point with 10 leading. The body copy are also set in Univers Light in size 9 point with 13 leading.
0.3
0.78
1.26
4.125
9.5
Brand Guideline // Stationery
3.5
The mailing label should be a Check and Peel label. The overall size of the mailing label is 4 inches high with 7.4 inches wide. Identity: 1.86 inches wide with 1.26 inches high.
Mailing Label
1.86
Address: The letters and numbers are set in Univers 45 Light in size 7 point with 10 leading. The body copy are also set in Univers Light in size 9 point with 13 leading.
0.3
0.73
1.26
4.0
7.4
4.0
Applications 4.1 4.2
Aircraft Boarding Pass
4.3 4.4 4.5 4.6 4.7 4.8 4.9 4.10 4.11 4.12
Credit Card Website Smart Phone App Shirt Coffee Mug Billboard Poster Corporate Vehicle Magazine Duty Free Shopping Bag
Brand Guideline // Applications
4.1
Aircraft
Brand Guideline // Applications
Brand Guideline // Applications
4.2
Boarding Pass
FIRST CLASS
20:30 SEAT
YOUR DESTINATION
45C
11 AGO 2017 BSAS TYO
FIRST CLASS
20:30
BSAS
TYO
11 AGO 2017 SEAT
BOARDING PASS
45C
Brand Guideline // Applications
4.3
Credit Card
Brand Guideline // Applications
4.4
Website
Flight Information
Manage Trip
Check-in
Book flights From
To
Departure date
Round trip
Class
Adults
Children
Infants
One way Search
Cargo Service
Passenger Service
Brand Guideline // Applications
4.5
Smart Phone App
Brand Guideline // Applications
4.6 Shirt
Brand Guideline // Applications
4.7
Coffee Mug
Brand Guideline // Applications
4.8
Billboard
Brand Guideline // Applications
4.9
Poster
Brand Guideline // Applications
4.10
Corporate Vehicle
Brand Guideline // Applications
4.11
Magazine
Brand Guideline // Applications
4.12
Duty Free Shopping Bag
Xiamen Airlines 22 Dailiao Road, Xiamen 100036, China T: +86-592-5739888 F: +86-592-5739777 W: xiamenair.com