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
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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.