S7 брендбук. Brand book 2016

Brand Identity Guidelines

Design manual 2016:1

S7 Airlines Brand Identity Guidelines 2016 February

S7 Brand Visual Identity

Welcome to the S7 Brand Identity Guidelines. Here you can find the essential ingredients of our visual identity and how they are applied to achieve a strong and consistent expression. The guidelines will be constantly updated and developed so always make sure that you have the lastest version. Remember that the whole impression is the summary of all the details.

Content – Toolbox – Toolbox usage – Color – Symbol – Logotype – Typography

S7 Airlines Brand Identity Guidelines 2016 February

1.0

S7 Graphic toolbox

The S7 basic elements are: Logotype (name mark) Symbol (picture mark) Typeface Colors The fifth element

S7 Trademark

S7 Typeface

S7 Colors

The fifth element

Алфавит Abc&9876!

S7 Photography

S7 Airlines Brand Identity Guidelines 2016 February

1.1

S7 Graphic toolbox Principal usage

The dot

Geographic contours

Images

Traveling from A to B Destinations Cities

Locations on the map

Emotions Destinations Point of view

S7 Airlines Brand Identity Guidelines 2016 February

1.2

S7 Graphic toolbox Designated usage

Corporate design

Corporate communication

Corporate communication

The dot Images

The dot Geographic contours Images

Images

Signage office Stationery Company interior Corporate literature ...

Signage airport, desk, etc.

Information board Aircraft interior Tickets office Customer literature ...

Advertising

S7 Color Palette Coated Pantone

S7 Airlines Brand Identity Guidelines 2016 February

S7 Graphic toolbox Overview of patterns

1.3

S7 Airlines Brand Identity Guidelines 2016 February

2.0

Brand revision

The color concept has been strengthened.

The revised brand is derived from the established green color (aircraft) combined with the round shape (logotype). This simplifies the brand to its two strongest current carriers.

S7 Current colors

S7 New colors

S7 Airlines Brand Identity Guidelines 2016 February

2.1

Corporate colors

It is essential that the identity colors always be reproduced accurately.

A printed color will vary in hue and density according to the surface it is printed on.

Primary colors

S7 Green Pantone 382 C/389 U CMYK 28/0/100/0 RGB 190/214/0 HEX C4D600

S7 Dark Gray Pantone Cool Gray 11 C Pantone 426 U CMYK 44/34/22/77 RGB 77/78/83 HEX 53565A

S7 Smoke Pantone Cool Gray 9 C Pantone Cool Gray 10 U CMYK 30/22/17/57 RGB 116/118/121 HEX 75787B

S7 Real Gray Pantone Cool Gray 6 C Pantone Cool Gray 6 U CMYK 16/11/11/27 RGB 175/175/175 HEX A7A8AA

S7 Cool Gray Pantone Cool Gray 2 C Pantone Cool Gray 2 U CMYK 5/3/5/11 RGB 214/214/214 HEX D0D0CE

S7 Metallic Metallic silver foil

S7 Pistachio Pantone 9540 C/9062 U CMYK 11/0/8/0 RGB 225/240/230 HEX E1F0E5

Secondary colors

S7 Medina Green Pantone 362 C/368 U CMYK 78/0/100/2 RGB 80/158/47 HEX 509E2F

S7 Purple Pantone 269 C/2617 U CMYK 80/98/5/27 RGB 81/45/109 HEX 512D6D

S7 Scarlet Pantone 7420 C/207 U CMYK 13/100/54/30 RGB 155/34/66 HEX 9B2242

S7 Bright Red Pantone 1795 C/1797 U CMYK 0/96/93/2 RGB 210/38/48 HEX D22630

S7 Turquoise Pantone 319 C/319 U CMYK 59/0/22/0 RGB 45/204/211 HEX 2DCCD3

S7 Tabriz Blue Pantone 313 C/ 313 U CMYK 100/0/11/2 RGB 0/146/188 HEX 007FA3

S7 Candy Pink Pantone 1895 C/705 U CMYK 0/30/2/0 RGB 245/182/205 HEX F5B6CD

S7 Citrine Pantone 130 C/129 U CMYK 0/32/100/0 RGB 242/169/0 HEX F2A900

S7 Sorbet Yellow Pantone 601 C/7499 U CMYK 4/0/47/0 RGB 240/233/145 HEX F0E991

S7 Airlines Brand Identity Guidelines 2016 February

2.2

Colors usage

The primary colors should be dominant in most layouts, and the largest dominance should be S7 Pistachio. Use S7 Pistachio on large surfaces, e.g. catalogue spreads, signage, interior, etc. Our secondary colors are used scarcely with care.

Primary and secondary colors usage ratio

S7 Airlines Brand Identity Guidelines 2016 February

3.3

Typography

The examples below illustrate how the typography combined with the logotype, the tagline and partner brand come together. Please refer to 3.2.

S7 Airlines Brand Identity Guidelines 2016 February

4.0

Symbol

The new symbol has a sharper character and the number 7 has become longer and clearer. The revised symbol is easier to read and refined to balance the new identity.

It limits the out-dated, “spongy” and unbalanced nature of the previous symbol but the revisions are small enough to not create a noticeable discrepancy towards the previous identity. The brand symbol may be used separately without the wordmark “Airlines”.

S7 Airlines Brand Identity Guidelines 2016 February

4.1

Logotype construction

All angles are redrawn and are consistent with the letter A in the new design of the wordmark.

S7 Airlines Brand Identity Guidelines 2016 February

4.2

Logotype

The logotype in S7 Green and S7 Dark Grey. All markets use the same version of the logo, there are no localized versions.

The wordmark “Airlines� shall not be used separately.

S7 Airlines Brand Identity Guidelines 2016 February

Logotype: usage

S7 Green + Metallic First and foremost corporate design

S7 Green + Gray Corporate communication and secondly corporate design

S7 White monochrome S7 Gray monochrome Corporate communication

S7 Black and white In special case

4.3

S7 Airlines Brand Identity Guidelines 2016 February

4.4

Logotype: colorful usage

In colorful applications, the logotype symbol can be set in the colors of the corporate colors palette.

Primary colors

Secondary colors

Monochrome

Not for use in corporate applications or for advertising. Colorful usage should be avoided until 2017 with the new identity is still being implemented.

S7 Airlines Brand Identity Guidelines 2016 February

4.5

Clear space

An area of clear space should always surround the S7 logotype. This ensures high degree of visibility and legibility, and preserves the integrity of the brand.

Trademark height and width divided in three = 2/3

2/3

2/3

The amount of space is always in proportion to the size of the logotype.

The minimum amount of clear space must never by less the two thirds of the symbol, but may be more.

S7 Airlines Brand Identity Guidelines 2016 February

4.6

Logotype +Tagline

The tagline is primarily used for consumer facing communicative applications. Not for official corporate use.

S7 Airlines Brand Identity Guidelines 2016 February

4.7

Logotype +Tagline

Below are the logotype and the tagline used in two colours on a photographic background: S7 Green and S7 Smoke.

Russian and international versions.

S7 Airlines Brand Identity Guidelines 2016 February

4.8

Logotype +Tagline

If the background colour does not work well with the colours of the logotype, then the monochrome version should be used. Russian and international versions.

S7 Airlines Brand Identity Guidelines 2016 February

4.9

Positioning the S7 Logotype on printed matter

Below is the preferred layout position for the logotype in most layouts.

The purpose is to create a visual standard, minimize variation and co-ordinate design material.

The distance between the S7 logotype and any partner logo should always be at least equal to the with of the tagline ‘Chase happiness’, but may be more.

Min 2/3

2/3

Min 2/3

2/3

S7 Airlines Brand Identity Guidelines 2016 February

5.1

S7 Digital files Symbol

Symbol

Symbol_Full_Colour

S_FC_CMYK S_FC_C S_FC_U

Symbol/Full Colour/4 color press Symbol/Full Colour/Coated paper Symbol/Full Colour/Uncoated paper

Symbol_Monochrome

S_M_CMYK S_M_C S_M_U

Symbol/Monochrome Pistachio/4 color press Symbol/Monochrome Pistachio/Coated paper Symbol/Monochrome Pistachio/Uncoated paper

S_M_Black

Symbol/Monochrome Black/One color press

Symbol_Monochrome_Grey

S_M_G_CMYK S_M_G_C S_M_G_U

Symbol/Monochrome Grey/4 colour press Symbol/Monochrome Grey/Coated paper Symbol/Monochrome Grey/Uncoated paper

Symbol_Monochrome_Neg

S_M_Neg

Symbol/Monochrome/White symbol

S_FC_RGB S_M_Neg_RGB S_M_RGB S_M_G_RGB

Symbol/Full Colour/RGB Symbol/White symbol/RGB Symbol/Monochrome Pistachio/RGB Symbol/Monochrome Grey/RGB

S7 Airlines Brand Identity Guidelines 2016 February

5.0

S7 Digital files Logotype

Logotype

L_FC_CMYK L_FC_C L_FC_U

Logotype/Full Colour/4 colour press Logotype/Full Colour/Coated paper Logotype/Full Colour/Uncoated paper

L_Neg_CMYK L_Neg_C L_Neg_U

Logotype/White logotype/4 colour press Logotype/White logotype/Coated paper Logotype/White logotype/Uncoated paper

L_Monochrome

L_M_CMYK L_M_C L_M_U

Logotype/Monochrome Pistachio/4 colour press Logotype/Monochrome Pistachio/Coated paper Logotype/Monochrome Pistachio/Uncoated paper

L_Monochrome_Black

L_M_Black

Logotype/Monochrome Black/One colour press

L_Monochrome_Grey

L_M_G_CMYK L_M_G_C L_M_G_U

Logotype/Monochrome Grey/4 colour press Logotype/Monochrome Grey/Coated paper Logotype/Monochrome Grey/Uncoated paper

L_Monochrome_Neg

L_M_Neg

Logotype/Monochrome/White Logotype

L_RGB

L_FC_RGB L_Neg_RGB L_M_RGB L_M_G_RGB L_M_Neg_RGB

Logotype/Full Colour/RGB Logotype/White logotype/RGB Logotype/Monochrome Pistachio/RGB Logotype/Monochrome Grey/RGB Logotype/Monochrome/White Logotype/RGB

L_Full_Colour

S7 Airlines Brand Identity Guidelines 2016 February

5.2

S7 Digital files Logotype +Tagline

Logotype+Tagline

L+Tagline_Full_Colour_Rus

LT_FC_CMYK_Rus LT_FC_C_Rus LT_FC_U_Rus

Logotype+Tagline/Full Colour/4 color press/Russian version Logotype+Tagline/Full Colour/Coated paper/Russian version Logotype+Tagline/Full Colour/Uncoated paper/Russian version

L+Tagline_Full_Colour_Eng

LT_FC_CMYK_Eng LT_FC_C_Eng LT_FC_U_Eng

Logotype+Tagline/Full Colour/4 color press/International version Logotype+Tagline/Full Colour/Coated paper/International version Logotype+Tagline/Full Colour/Uncoated paper/International version

LT_M_Neg_Rus LT_M_Neg_Eng

Logotype+Tagline/Monochrome white/One colour press/Russian version Logotype+Tagline/Monochrome white/One colour press/International version

LT_FC_RGB_Eng LT_FC_RGB_Rus LT_M_Neg_RGB_Eng LT_M_Neg_RGB_Rus

Logotype+Tagline/Full Colour/International version/RGB Logotype+Tagline/Full Colour/Russian version/RGB Logotype+Tagline/Monochrome white/International version/RGB Logotype+Tagline/Monochrome white/Russian version/RGB

L+Tagline_Full_Colour_RGB

S7 Airlines Brand Identity Guidelines 2016 February

3.0

Corporate typeface English

Nimbus Sans Novus from URW is the S7 corporate typeface. It has both Latin and Cyrillic cuts. We use eight different weights for flexibility:

Nimbus Sans Novus Bold

Nimbus Sans Novus Medium

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Nimbus Sans Novus Bold Italic

Nimbus Sans Novus Medium Italic

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Nimbus Sans Novus Semibold

Nimbus Sans Novus Regular

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Nimbus Sans Novus Semibold Italic

Nimbus Sans Novus Regular Italic

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S7 Airlines Brand Identity Guidelines 2016 February

3.1

Corporate typeface Cyrillic

Nimbus Sans Novus from URW is the S7 corporate typeface. It has both Latin and Cyrillic cuts. We use eight different weights for flexibility:

Nimbus Sans Novus Bold

Nimbus Sans Novus Medium

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Nimbus Sans Novus Bold Italic

Nimbus Sans Novus Medium Italic

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Nimbus Sans Novus Semibold

Nimbus Sans Novus Regular

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Nimbus Sans Novus Semibold Italic

Nimbus Sans Novus Regular Italic

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S7 Airlines Brand Identity Guidelines 2016 February

3.2

Typography

This section illustrates how different weights of the typeface can be used to create an elegant layout. However, the primary fonts are Nimbus Sans Novus Bold and Nimbus Sans Novus Regular. These should be used unless the application has special requirements.

Blocks of type should be aligned left or, if the application requires, justified.

1

2

3

1

2

3

Lorem ipsum dolor sit amet, consectetur adipiscing elit.

Heading

Правила поведения пассажиров Rules for passenger behavior

Aliquam imperdiet elit est. Aliquam erat utpat. Maecenas eu hendrerit metus. Duis in sem eget quam efficitur faucibus in et sem. Proin erat sem, auctor in sapien piscing quis.

Heading: Nimbus Sans Bold Typography should be aligned with the logotype in S7 Trademark.

Heading: Nimbus Sans Semibold Body: Nimbus Sans Regular or Medium Heading: Nimbus Sans Regular Sub-head: Nimbus Sans Bold Body: Nimbus Sans Regular or Medium

Sub-heading Lorem ipsum dolor sit amet, consectetur adipiscing elit. Aliquam imperdiet elit est. Aliquam erat volutpat. Maecenas eu hendrerit metus. Duis in sem eget quam efficitur faucibus in et sem. Proin erat sem, auctor in sapien quis, molestie egestas nibh. Proin varius enim arcu, tempor auctor massa consectetur at. Proin lobortis, sapien.