Gulfstream Brand Standards
Table of Contents
2
Company History
4
What Not To Do
24
Brand Essence
6
Brand Elements
26
The Issue
9
Photography
36
The Logo & Emblem
15
Physical Correspondence
42
Dissection
16
Advertising
48
Variations
18
Website
55
Clearance & Legibility
20
Vehicle Applications
62
Digital Use
22
Apparel
70
Print Use
23
Hangars & Headquarters
74
Company History Gulfstream’s origin story began with Roy Grumman, co-founder of Grumman Aircraft Engineering Corporation, who proposed the idea of a business aircraft after the end of World War II. Thirteen years later, Grumman unveiled the Gulfstream I in 1958. Since the Gulfstream I, the company has expanded into the military sector as well as the civilian sector. In 1967, Gulfstream moved its production to Savannah, Georgia in order to split the civilian and military divisions to increase efficiency.
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Throughout the company’s timeline, they have held the title as the most advanced, technological business aircraft manufacturer in the world.
Gulfstream I
Roy Grumman
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Brand Essence
The brand essence for Gulfstream is unparalled in its market. Gulfstream displays a very elegant style and appeal, with class and prestige being pillars upon which they pride themselves. In addition, the company’s mission to providing nationwide customer support and product service is absolutely unmatched. This commitment to excellence and grandeur is evident in all of its products and customer services.
Middle Class Common Affordable Average Slow
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High Class Prestige Expensive Sleek Fast
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The Issue
Since the beginning, the company has led the development of business and personal aviation. Today, they continue to create the most advanced business aircrafts on the market with an unparalleled dedication to product service and support.
The company’s vision and excellence has not changed, and neither has their mark. The reality is that the current mark is very dated. The font is a logotype based off a serif typeface (Century Schoolbook) and contains an unnecessary tag line. It does not reflect the level of elegance, grace, and prestige that Gulfstream is known for.
With this new redesign, the new logo will reflect the qualities parallel to the company’s vision and commitment.
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The New Logo
Gulfstre 12
eam 13
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The Logo & Emblem
This enhanced logo will be the primary signage used in most branded materials. The new logo is a logotype combined with an emblem of a bird. The logo has been modified to connote a more elegant style to appeal to the class and prestige associated with Gulfstream. The logo also features an emblem of a bird flying away from the logotype.
I chose this emblem to accompany the logotype due to the connotations it brought as well. The bird acts as a common symbol of flight, with a natural and smooth curvature of the wings. The wings work to show the grace and precision that Gulfstream aircrafts are known for. It appears to be flying to the right because that is the way one reads naturally. It also gives the perception that the bird is flying to an unknown destination, signifying Gulfstream’s mission of being the leader in business aircraft innovation.
In addition, I wanted the emblem to bring to mind an ocean wave as well, considering the company is named after the Gulf Stream of the Atlantic coast. This is accomplished by the shape as well as the color choice.
Gulfstream 15
Dissection
The logotype as well as the emblem have been analyzed and refined repetitively in order to have the sleekest logo possible. Here one can see the exact widths of each character and the construction of the mark.
A look at Figure 1 shows that there is an expression for the width of each character in the logotype. The first character “G” (x), has a set width that is proportional to the rest of the name. Using the variable x, the width of every other letter can be found with reference to the width of “G”.
In Figure 2, there is a diagram of the emblem itself, free from the word mark. To create the enhanced logo, a layering of gradients was required in order to achieve the seamless transitions in color. The darker grey represents the base objects created for the emblem. The lighter grey objects represent the gradients overlaying the emblem. In both formats of the logotype, each object works cohesively with its counterparts to create the emblem. This is despite whether the intent is to show contrast or blend together.
Gulfstream x
x/1.31
x/2.87
x/1.82
x/2.38
x/2.21
x/1.70
x/1.68
x/1.74
Fig 1. Character Spacing`
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x/3.85
1.43x
Overlayed Layer Base Layer Fig 2. Emblem Layering
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Variations
The enhanced logo (a) will be the primary version used in many materials. The new logo is a logotype combined with an emblem of a bird. There is an alternate version (b) of the logo with the only absence being the gradients found in the enhanced version. These were replaced by the company’s two main colors.
Gulfstream Primary Enhanced Logo
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The third version of the logo is the monochromatic logo. These will be used in materials that have a busy background where the alternate logo does not suffice as clearly visible.
The fourth version is simply just the bird as a mark (d). This shall be used only in preapproved, internal materials for Gulfstream.
Gulfstream Alternate Logo
Gulfstream Black
Gulfstream White
Lone Emblem (internal use)
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Clearance
Considering the logo can appear in a variety of sizes and on different platforms of media, it is important to have a guide for the sizing and clearance of the logo. There will always be a border around the mark that corresponds with the height of the “G� in Gulfstream, relative to the size of the mark in that context.
Figure 3 shows the proper procedure of how to handle placing the logo. This method is the most convenient as it allows for the proper spacing regardless of the size of the logo.
G
Fig 3. Proper Spacing
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G
G Gulfstream G
Legibility
Size The logo will have a width no smaller than 1.5 inches in print and a width of 450 pixels on screen. The dimensions for the logo are constrained and must always stay within the same proportion. The sky is the limit on the maximum size, but use proper discretion when organizing elements. The logo should never be the most dominant element, and it should have proportional spacing around the logo for it to be clearly visible.
Gulfstream 1.5 inches smallest permitted size
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Digital Use
Our logo can appear on a variety of images. The possibilities are endless. It is important however, to follow the guidelines in order to allow the logo to have the most impact and legibility.
When possible, the enhanced logo is always preferred for Gulfstream imagery. When the background does not allow for the enhanced logo to be clearly visible, the alternate version of the logo should be used instead.
If the imagery does not allow for either logo to be clearly seen due to the darkness of a photo, the white logo will suffice as a last resort. Use it sparingly. If none of these logos are able to be seen visibly, it is time to look for a more suitable image. Make your dream a reality.
Gulfstream The enhanced logo should only show up on imagery that has bright colors, which show proper contrast for legibility.
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The alternate version allows for there to be a more visible logo by removing the gradients. Legibility depends on the image content as well.
The white version allows for there to be a more visible logo by removing all color on top of darker images. The white logo should be used sparingly as its overuse with the absence of color will devalue the original logo.
Print Use
The same rules for legibility apply to the logo in print as in digital. However, the choice of the logo is different.
When using the logo in print on a white background, use the enhanced or alternate version (b) of the mark.
Any branded material that isn’t white can use the white logo. The only solid color backgrounds for print with the white logo have to utilize the company’s color scheme of Sea Navy or Sky Blue. Black is also allowed when the company colors are not available.
In the case that busy but proper imagery is used as a background for the logo in print, the white logo will be used.
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What Not To Do
This book was created in order to maintain a consistent brand image that represents the logo and company as a single entity. There are very clear guidelines that safeguard against misuse of our logo. Here are a few common errors in the use of the logo that are not permitted.
Gulfstream
DO NOT warp the logo in anyway. Compressing/ stretching the logo vertically or horizontally is not permitted
Gulfstream DO NOT blend the logo with any way that is not permitted.
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Gulfstream DO NOT put the primary enhanced logo on a black background.
Gulfstream DO NOT alter the position of the emblem in anyway,
Gulfstream DO NOT alter the color of any element in the logo.
Gulfstream A B U D H A B I S U P P O RT C E N T E R
DO NOT add a secondary tagline to the mark.
Gulfstream DO NOT ignore the spacing guidelines for the logo. Always provide proper spacing for the logo so that it may live comfortably.
Gulfstream DO NOT tilt the logo in any way. The logo should always be at a 0 degree angle.
maertsfluG DO NOT reflect the logo in any form. The logo should always read left to right as directed.
DO NOT crop the logo in any way,. The whole logo must be visible.
Gulfstream DO NOT reduce the opacity of the logo. Not even on white surfaces.
Gulfstream DO NOT place the all white logo on a bright image or surface.
Gulfstream DO NOT switch the colors of the emblem or logotype in the alternate version of the logo.
Gulfstream DO NOT add any other element to the logo.
Gulfstream DO NOT place the primary enhanced logo on a background that makes it difficult to read. The logo blends in too much with this background.
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Brand Elements
Primary
Colors
Pantone 103-15 C CMYK 100 85 33 20 RGB 26 58 104 Hex 193A68
Pantone 109-7 C CMYK 100 85 33 20 RGB 26 58 104 Hex 008BD1
Pantone 179-2 C CMYK 9660 RGB 228 229 230 Hex E4E5E6
Pantone 000 C CMYK 0000 RGB 255 255 255 Hex FFFFFF
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Sea Navy
Sky Blue
Steel Grey
White
Secondary
Colors
Pantone 124-4 C CMYK 100 100 100 100 RGB 000 Hex 000000
Black
Sky Blue / Sea Navy 1:2 Ratio
Right Wing Gradient
Sea Navy / Sky Blue 1:2 Ratio
Left Wing Gradient
Steel Grey / White 1:5 Ratio
Silver Gradient
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Headings & Captions
Typography Tonality: Clean, Crisp, Organized, Professional Uses: Captions Subheadings Headings Website Nav Bar
Gill Sans Light ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@#$%^&*()-= Gill Sans Regular ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@#$%^&*()-= Gill Sans SemiBold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@#$%^&*()-=
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Headings & Captions
Typography
Gill Sans SemiBold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@#$%^&*()-=
Gill Sans SemiBold Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@#$%^&*()-= Gill Sans Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@#$%^&*()-= 31
Body & Taglines
Typography Tonality: Crisp, Formal, Elegant, Modern Uses: Body copy Commercial taglines
Adobe Caslon Pro Regular
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@#$%^&*()-=
Adobe Caslon Pro Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@#$%^&*()-= Adobe Caslon Pro Semibold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@#$%^&*()-= 32
Typography
Body & Taglines
Adobe Caslon Pro SemiBold Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@#$%^&*()-= Adobe Caslon Pro Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@#$%^&*()-=
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Secondary Elements
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Uses: Envelope Letterhead Mailing label Business cards
Blue Wave
Uses: Website Footer
Silver Wave
Variations
Secondary Elements
Corner ornamentation
Letterhead footer
Website footer
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36
Photography
Brand Photography
Making sure the photography used for promotional materials is on brand is absolutely imperative. The customer sees those enjoying a product as an extension of themselves. The customer cannot be visualized as anything short of Gulfstream’s standard of excellence and prestige. Thus, it is necessary to make sure the tone of these images is synonynous with that of Gulfstream as a company.
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Aircrafts
Brand Photography
Aircrafts
When displaying photography of Gulfstream aircrafts, it is important that the plane is the focal point of each image. If possible, create a composition in which the plane is in a dynamic position, giving the scene a sense of movement or speed. It is also important to confirm that each aircraft pictured is manufactured by Gulfstream and not by any other company or branch of General Dynamics.
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Aircraft Interiors & Clientele
Brand Photography
Only use photos that accentuate the space, elegance, and features emphasized in the product specifications of the aircraft. Depending on the aircraft in question, these features can vary.
Photos displaying people with high quality, luxury items are acceptable in Gulfstream imagery so long as the image promotes the same brand essence of luxury as the planes themselves.
This image is a good example considering that it shows the features of the interior of the aircraft. Not only is there ample seating for business and leisure, there are also built in televisions.
Images like these display the cabin as spacious for plenty of guests. It also allows for a full view of its amenities.
The imagery of people is one that needs to be treaded carefully. It is important to use imagery of people that reflect the style and class our customers desire.
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Physical Correspondence
Physical Correspondence
Correspondence to customers and within the company will always be formatted for standard letter sized paper. Print continues to be a leading form of correspondence for many needs of a business, thus it is necessary to have stationery that exemplifies the sleek and classy brand essence present in Gulfstream. The letterhead will always have a 2 inch wide logo placed on the upper left hand side. In addition, it will feature the letterhead footer element on the bottom.
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Letterhead
Title
Physical Correspondence
The back of the business card features the blue gradient overlay found on the emblem within the ehanced logo. Behind it are abstract forms of the blue wave featured with the secondary elements. The white logo is center aligned in the front. On the front of the card holds an enhanced emblem partnered with the contact information of the representative. The emblem used alone as an element is one of the few instances in which it is appropriate; it reminds the customer of the representative’s affiliation while also maintaining brand equity.
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Business Cards, Envelopes & Mailing label
The envelope contains a variation of the blue wave in the left, bottom corner. At top left, the Gulfstream logo and the return address at the center fit comfortably. The back side of the envelope holds the logo as well.
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Advertising
Advertising
The brand essence is the most valuable asset of the company. It places a mark of distinction on our unique style and vision that is unlike any other. The advertising must contain the same essence in order to be legitimately considered part of Gulfstream.
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The imagery for the advertisements should always be of a high resolution. It does not always need to be a literal image of Gulfstream’s aircrafts, the power of metaphor can be very strong if used correctly. That being said, images of our aircrafts are still permitted in advertisements.
Mobile Ads
Advertising
The mobile ads have more flexibility as they can come in a variety of shapes and sizes. However, the logo treatment typically follows the same formatting as the print ads.
The imagery for the advertisements should always be of a high resolution as mobile ads are made smaller to a lower resolution for web.
Above the competition
Gulfstream
A change in latitude is a change in attitude.
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Gulfstream
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Advertising
Billboard ads should display the class that is connotated from our aircrafts. A simple tagline and the logo, partnered with a metaphor, can easily give a metaphor of flight for the ad.
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Billboards
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Website
Homepage
Website
The website homepage contains the same sense of subtlety that is found within the rest of the materials. The navigation bar is simply Gill Sans Regular with the logo positioned on the right side. It floats seamlessly above the landing page of the site to emphasize the new logo without clutter.
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The hero image contains a button highlighting the G280 aircraft, the most affordable, all purpose business aircraft offered. This choice of imagery was used to display the aircrafts as elegant and classy, providing plenty of air space for the plane to live comfortably within the image.
Gallery Stacked gallery of videos and images that share news of developments within Gulfstream
MyGulfstream Login For those who are already Gulfstream customers, there is an attached login page to manage their owned aircraft(s)
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Website
These two additional pages are used to find the right aircraft for our customers. The aircraft selection page allows customers to view each jet offered by Gulfstream, seeing how many each sleeps and holds total within the thumbnail. The second page is the follow up after clicking on one of the aircrafts. This page allows the customer to view every detail of the each aircraft to find what is right for them.
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Aircraft Selection
Aircraft Selection page
Interactive Aircraft Choice Stacked images of each plane offered at Gulfstream. When hovered over, it removes the image’s blue overlay. Speed, seating, and sleeping space are also displayed.
Aircraft Specifications page
360 Degree View Those who are viewing the details of each aircraft will find an interactive, 360 degree panorama of the aircraft in question. Rotate it to view any angle of the plane.
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Vehicle Applications
Aircrafts
Vehicle Applications
The signage for the aircrafts themselves is very minimal to maintain a clean appearance. While a standard paint job could be added, it is typical for customers to request custom designs for the exterior of the cabin. The logo lives comfortably below the cockpit windshield, with the aircraft type placed under it.
Gulfstream G650
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The front of the tail contains the blue wave wrapping over the top to the other side. Pictured above the blue wave is the specific type of aircraft, the same pictured on the side of the cockpit.
G650 ER N500GA
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Vehicle Applications
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Aircrafts
Vehicle Applications
Aircrafts
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Trucks
Vehicle Applications
Semi Trucks used for shipping and aircraft support have a very standard design on the side of its trailer. This application uses the blue wave elements to exhibit how flexible the elements can be used. Placed two thirds of the way across the trailer is the primary enhanced logo. Photos can be used on the trailers so long as they cater to the requirements of the logo.
Gulfstream 68
Vehicle Applications
Trucks
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Apparel
Apparel
Apparel is an essential part of branding for employees. For business casual wear, we offer polos that hold our signature as well as the brand colors. The accented cuffs hold the lighter blue color of the brand.
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Casual
Apparel
Business
For more formal wear, there are lapel pins that hold the emblem as a stand alone representation of the brand. Having the brand colors included in the suit itself is a good addition, but isn’t required.
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Hangars & Headquarters
Front Desk
Hangars & Headquarters
The front desk will be a visitor’s first experience at any Gulfstream dealership. It is very important that the tone present in the waiting room is parallel to the brand’s essence. The Gulfstream emblem is shown by itself on a backlit display to legitimize the institution as sleek, clean, and advanced, just as the aircrafts are connotated.
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In addition, the full logo is also displayed on the front of the desk itself. Next to it is a branded magazine rack for anyone waiting.
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Hangars & Headquarters
Hangar
Gulfstream operates in numerous countries around the world to provide the best possible support for their customers. It is important to have service centers and hangars that reflect a common commitment that the brand strives to provide. Each hangar will be branded with the full logo, complete with the emblem. While the wordmark is painted at the top, the emblem is illuminated and supported above the hangar itself.
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Hangars & Headquarters
The conference room has a sleek and modern aesthetic that connotes the modern technology and interior that is found in the aircrafts as well. The logo and blue wave are found on the glass walls of the conference rooms.
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Conference Room
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Hangars & Headquarters
Vehicular Wayfinding
The wayfinding signs are plain white and Sea Navy with the logo aligned to the right above the directions. Below the logo are the multiple areas reachable on the campus.
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Hangars & Headquarters
Elevator Wayfinding
The elevator signs are white and utilize the white wave border aligned to the left. There is a larger scale number to represent the current floor level, with directional wayfinding beside that current level.
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Zach Downs Fall 2017 Identity Systems Steven Skaggs