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Branding Guidelines Booklet for Percello Air
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1 percello brand identity guidelines May 2011 Version 1.0
percello brand guidelines
May 2011 Version 1.0
2 percello brand identity guidelines May 2011 Version 1.0
CONTENTSIntroduction .......................................................... 4
Brandscape ...................................................... 5
Mood Board ..................................................... 6
Logo ....................................................................... 8
Primary and Secondary Logos ....................... 9
Color Variation ................................................ 11
Protected Area ................................................. 12
What Not To Do .............................................. 13
Color Palette ......................................................... 16
Typography............................................................ 20
Type Styles ....................................................... 21
Business Suite ..................................................... 24
Letterhead ..................................................... 25
Envelope ........................................................ 27
Business Cards .............................................. 29
Environment ....................................................... 32
Floors ............................................................. 33
Walls .............................................................. 34
Furniture ....................................................... 35
Lighting .......................................................... 36
Website ................................................................ 38
3 percello brand identity guidelines May 2011 Version 1.0
What are brand identity guidelines?
4
INTRODUCTIONThis is a guide to applying and communicating
the name of Percello Air, Inc., which reflects our
commitment to the user experience, our level of
quality, and our commitment to a unique customer
interaction system. The brand identity guidelines
establish context and explain the corporate voice
of Percello, helping communicators successfully
and consistently convey the complete message of
our brand. Any questions regarding specific design
applications not referenced in this guide should be
directed to the percello marketing team.
Our brand isn’t just a set of guidelines, it is part of our business strategy. It is our vision for Percello.
May 2011 Version 1.0
5 percello brand identity guidelines
INTRODUCTION
BRANDSCAPEPURPOSE STATEMENT: Create a personalized and authentic experience on
flights for every individual
VISION STATEMENT: To have staff know (at minimum) the names of
assigned passengers by the time they arrive at
the terminal
TRUELINE STATEMENT: Foster friendship in every interaction
with customers
PROMISE STATEMENT:Rank on the list of top 25 client-pleasing brands
(according to BusinessWeek)
TAGLINE: More than a service; a friendship
The core brand messages are the five fundamental
messages—the purpose, vision, trueline, promise
and tagline—that are the building blocks for all
messaging and conversations of the corporate
culture, products and services. The CORE brand
messages allow you to have consistent messag-
ing in varied circumstances where audiences or
context may be different.
6May 2011 Version 1.0
MOOD BOARD
VAG ROUNDEDABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 ( ;:!?&$%/)
QaTYPE THAT CONNECTS | GEOMETRIC SANS SERIFSPEOPLE THAT CONNECT | WARM AND FRIENDLY
FASHION THAT CONNECTS | APPROACHABLE STYLE IDENTITY THAT CONNECTS | LIVE MUSIC
INTERIOR THAT CONNECTS | WARM AND INVITING
COLOR THAT CONNECTS | WARM AND VIBRANT
7 percello brand identity guidelines May 2011 Version 1.0
What does our logo do?
8
LOGOThe percello logo is the key to our brand identity
and is a visual representation of our personality
and core values. It represents friendship,
comfort, and open communication.
horizontal orientation vertical orientation
May 2011 Version 1.0
9 percello brand identity guidelines9 percello brand identity guidelines
LOGO
PRIMARY LOGOThe horizontal orientation of the percello logo is
the preferred format, but should not be used at a
width under two (2) inches.
2”
logo mark
logo type/logo
1010May 2011 Version 1.0
SECONDARY LOGOThe vertical orientation of the percello logo is the
alternate format for percello materials, but should
not be used at a width under one (1) inch.
logo mark
logo
logo type
11 percello brand identity guidelines11 percello brand identity guidelines
LOGO
COLOR VARIATIONPreferably, the logo should either be displayed on
a white background, in percello green (Pantone
382 C), or reversed out in white on percello
green. The only time it should be displayed in
black is in case of a black and white publication.
1212May 2011 Version 1.0
PROTECTED AREAIt is important to leave a necessary amount of white space around the logo, especially
when it appears with other brands. The clear space helps establish the importance of
our logo when competing with other elements.
This diagram demonstrates the proper amount of space. There should always be at
least the x-height (the height of a lowercase letter) of the logotype worth of space
around the main height and width of the logo.
13 percello brand identity guidelines13 percello brand identity guidelines
LOGO
WHAT NOT TO DO: LOGOSIt is of the highest importance that the percello
logo is used correctly on our company materials.
Displayed on these pages are common examples
of how you SHOULD NOT use the logo.
Logo should always be placed straight on a page,
and should never be skewed in any manner..
Logo mark should never be moved.
1414
WHAT NOT TO DO: COLORSColors used in logo should always be percello
green, or white on top of percello green unless
being used with imagery; black should only be
utilized in case of a black and white print.
May 2011 Version 1.0
15 percello brand identity guidelines May 2011 Version 1.0
What colors should be used?
16
COLOR PALETTE
May 2011 Version 1.0
The diagram on this page shows our corporate
colors, along with the proportions which they are
to be used in relationship to each other.
Listed on the following pages are the color
specifications for our color palette along with
PMS, CMYK, and RGB colors.
17 percello brand identity guidelines
Percello’s primary corporate color is Percello
Green (PMS 382), along with white. White is listed
because white space should always be considered
when creating any pieces for percello.
COLORS
PRIMARY COLORS
PERCELLO GREEN PMS 382U C29 M0 Y100 K0 R193 G216 B47
18May 2011 Version 1.0
Percello Teal and Gray are secondary colors
that should be used to complement Percello
Green. The two tertiary colors should be used
with restraint as accent colors to Percello Green,
white, Percello Teal and Gray.
SECONDARY AND TERTIARY COLORS
PERCELLO TEAL PMS 327U C80 M0 Y50 K0 R51 G255 B128
PERCELLO GREY PMS 11U C0 M0 Y0 K50 R128 G128 B128
PERCELLO ORANGE PMS 021U C0 M50 Y100 K0 R255 G128 B0
PERCELLO SCARLET PMS 032U C0 M75 Y100 K0 R255 G64 B0
19 percello brand identity guidelines May 2011 Version 1.0
Why were these typefaces chosen?
20
TYPOGRAPHYTYPEFACES: VAG ROUNDED & CAECILIA LT
Our company typefaces have been selected carefully
to convey our values of customer interaction. VAG
Rounded is the typeface used in our logo, as well
as any headline or decorative type elements in our
products. Caecilia LT is more legible at smaller type
sizes, and is our default typeface for body text.
VAG ROUNDED STD
A B C D E F G H I J K L M N O P Q R S T U V W X Y Z a b c d e f g h i j k l m n o p q r s t u v w x y z 1 2 3 4 5 6 7 8 9 0
CAECILIA LT STD
A B C D E F G H I J K L M N O P Q R S T U V W X Y Z a b c d e f g h i j k l m n o p q r s t u v w x y z 1 2 3 4 5 6 7 8 9 0
May 2011 Version 1.0
21 percello brand identity guidelines21 percello brand identity guidelines
TYPOGRAPHY
VAG ROUNDED STD
A B C D E F G H I J K L M N O P Q R S T U V W X Y Z a b c d e f g h i j k l m n o p q r s t u v w x y z 1 2 3 4 5 6 7 8 9 0
VAG ROUNDED BOLD
A B C D E F G H I J K L M N O P Q R S T U V W X Y Z a b c d e f g h i j k l m n o p q r s t u v w x y z 1 2 3 4 5 6 7 8 9 0
TYPE STYLESVAG Rounded is our decorative typeface, and
the standard weight should be used, unless it is
reversed on a dark background, or if it is being
used at smaller than 12 pt. It should also never
be used below 12 pt, unless it is for numbering
systems or non-sentence phrases.
2222May 2011 Version 1.0
CAECILIA LT STD
A B C D E F G H I J K L M N O P Q R S T U V W X Y Z a b c d e f g h i j k l m n o p q r s t u v w x y z 1 2 3 4 5 6 7 8 9 0
CAECILIA LT LIGHT
A B C D E F G H I J K L M N O P Q R S T U V W X Y Z a b c d e f g h i j k l m n o p q r s t u v w x y z 1 2 3 4 5 6 7 8 9 0
CAECILIA LT BOLD
A B C D E F G H I J K L M N O P Q R S T U V W X Y Z a b c d e f g h i j k l m n o p q r s t u v w x y z 1 2 3 4 5 6 7 8 9 0
Caecilia LT is our default body typeface,
and the light weight should be used at
all times, unless being reversed out on
a darker background or being used at
smaller than 8 pt. For body type company
communications, it should be used at 8/12 pt.
23 percello brand identity guidelines May 2011 Version 1.0
How do we establish our brand in written communications?
24
BUSINESS SUITEThe percello logo is the key to our brand identity
and is a visual representation of our personality
and core values. It represents friendship,
comfort, and open communication.
1234 Great Flight Street, Suite 1000Washington, DC 20001 USAwww.percello.com
1234 Great Flight Street Suite 1000Washington, DC 20001 USA
More than a service; a friendship
More than a service; a friendshipJackson ThamesGuest Services
Office 800.234.6777 ext. 226Email [email protected]
www.percello.com1234 Great Flight Street, Suite 1000 • Washington, DC 20001 • USA
May 2011 Version 1.0
25 percello brand identity guidelines
BUSINESS SUITE
LETTERHEADThe percello logo is the key to our brand identity
and is a visual representation of our personality
and core values. It represents friendship,
comfort, and open communication.
SIZE:
8.5” x 11”
TYPOGRAPHY:
Contact information:
Caecilia LT Std, 8/10 pt
COLORS:
Pantone 382 U
Pantone 11 U
26May 2011 Version 1.0
1234 Great Flight Street, Suite 1000Washington, DC 20001 USAwww.percello.com
2.25”0.5”
1”
1”
1.5”
0.5”
TYPING AREA:
7.5” x 8.5”
27 percello brand identity guidelines
BUSINESS SUITE
ENVELOPEThe percello logo is the key to our brand identity
and is a visual representation of our personality
and core values. It represents friendship, comfort,
and open communication.
SIZE:
9.5” x 4.125”
TYPOGRAPHY:
Tagline: VAG Rounded Bold, 9 pt
Address: Caecilia LT Std, 7.5/9 pt
COLORS:
Pantone 382 U
Pantone 11 U
28May 2011 Version 1.0
1234 Great Flight Street Suite 1000Washington, DC 20001 USA
More than a service; a friendship
More than a service; a friendship
1/3”
0.125”
1/3”
0.5”
29 percello brand identity guidelines
BUSINESS SUITE
BUSINESS CARDSThe percello logo is the key to our brand identity
and is a visual representation of our personality
and core values. It represents friendship,
comfort, and open communication.
SIZE:
3.5” x 2”
TYPOGRAPHY:
Name:
Caecilia LT Roman,
10/9 pt
Contact information:
Caecilia LT Roman,
7/9 pt
Website:
Caecilia LT Roman,
10/9 pt
COLORS:
Pantone 382 U
Pantone 11 U
30May 2011 Version 1.0
Jackson ThamesGuest Services
Office 800.234.6777 ext. 226Email [email protected]
www.percello.com1234 Great Flight Street, Suite 1000 • Washington, DC 20001 • USA
1.25”
0.75”
0.5”
0.25”
0.25”
1.75”
31 percello brand identity guidelines May 2011 Version 1.0
Why is environment important?
32
ENVIRONMENTPercello goes above and beyond to make each guest
feel as relaxed as possible. Our terminal lounges in
addition to our onboard suites are custom-crafted
to provide maximum comfort. This means pleasant
colors, textures, and shapes.
May 2011 Version 1.0
33 percello brand identity guidelines33 percello brand identity guidelines
FLOORS
ENVIRONMENT
We offer a variety of choices for our floors, but
preferably, they will be wooden laminate or percello
green shag carpeting. We believe that these are most
conducive with our image, but carpets that stray
from these materials are allowed and encouraged.
3434May 2011 Version 1.0
WALLSVariations on percello green should be used for the
walls. An exact match to our color is not needed, but
as close as possible is preferred. Wallpaper, tiling,
or paint are all allowed, but should be used for the
appropriate room. Samples shown are tiles, good for
rest rooms or bar areas.
35 percello brand identity guidelines35 percello brand identity guidelines
FURNITURE
ENVIRONMENT
Furnishings for percello need only to contain at least
one (1) of our primary, secondary, or tertiary colors.
The goal is not to match, but to look for comfort
and fashion. Retro styles are encouraged. All fabrics
are allowed, but check with your percello marketing
representative for further details.
3636May 2011 Version 1.0
LIGHTINGIn our company, lighting should always be present,
but subdued. Nothing too illuminated, but it’s always
there. Kitschy lamps preferred, but any kind of
geometric or retro styles of lighting are encouraged
for spaces.
37 percello brand identity guidelines May 2011 Version 1.0
How does our branding work online?
38
WEBSITEPercello uses our website to establish an online
presence in which we can further connect and
personalize the user experience. Our website is the
first contact that many people have with our brand,
therefore it is important that it communicates our
brand standards clearly and effectively.
May 2011 Version 1.0
home about us contact
ADVENTURE AWAITSNeed a break? Percello has created a brand new way of traveling. We create a memorable experience, from the moment you step in the airport, to the moment we land.
SURVEYHelp Us Help YouTake a sample of our featured survey that analyzes your personality type in order to create a completely one-of-a-kind experience!
MORE >>
REVIEWSSee What Others Are Saying“Percello keeps true to their roots—I can say that I feel like I made a new friend on my journey, and it helped contribute to an unforgettable...”
MORE >>
BLOGNew Destinations!Trips to Puerto Rico and New Zealand are now in session for Spring 2011…
MORE >>
posted by Billie J. on March 17, 2011
FIND FLIGHTS Round-Trip One-Way
From:
To:
Dates
Depart:
Return:
mm/dd/yyyy Any
Anymm/dd/yyyy
Search Advanced Search
39 percello brand identity guidelines
The navigation bar, logo and blurbs at the
bottom of the home page should always remain
stationary (although stories will be updated with
every post). Our flight search box, along with
the “Adventure Awaits” box should also remain
stationary, but the background transparency
may be changed depending on the background
photo. The background photo for the home page
should change once every two weeks, and always
be a high quality image that relates the brand of
percello to our customers.
HOMEPAGE home about us contact
ADVENTURE AWAITSNeed a break? Percello has created a brand new way of traveling. We create a memorable experience, from the moment you step in the airport, to the moment we land.
SURVEYHelp Us Help YouTake a sample of our featured survey that analyzes your personality type in order to create a completely one-of-a-kind experience!
MORE >>
REVIEWSSee What Others Are Saying“Percello keeps true to their roots—I can say that I feel like I made a new friend on my journey, and it helped contribute to an unforgettable...”
MORE >>
BLOGNew Destinations!Trips to Puerto Rico and New Zealand are now in session for Spring 2011…
MORE >>
posted by Billie J. on March 17, 2011
FIND FLIGHTS Round-Trip One-Way
From:
To:
Dates
Depart:
Return:
mm/dd/yyyy Any
Anymm/dd/yyyy
Search Advanced Search
WEBSITE
40May 2011 Version 1.0
SECONDARY PAGESThe navigation bar at the top, along with the logo,
flight search utility and side navigation should always
remain stationary. All posts should be on the right
side, and there should be .5” margin on the outside of
all pages.
home about us contact
New Destinations!Trips to Puerto Rico and New Zealand are now in session for Spring 2011, along
with more options for customization. Want to bring a pet with you on your flight?
No problem. Our rooms and ventilation system filter out allergens in the air,
providing a great experience for everyone involved. In addition, there are more
flights being chartered starting June 6th, 2011. So don’t worry, there will be enough
flights to go around!
posted by Billie J. on March 17, 2011
Ticket GiveawayIn celebration of our 1000th flight, we are giving away two tickets to any destina-
tion to which Percello currently flies. Want to see the beaches of Brazil? No prob-
lem. For full details on contest, as well as how to enter, see our application form.
Contest open to US residents only.
posted by Roberto H. on March 11, 2011
Back to the FutureHey guys and gals! We have exciting news. Wired, the technology magazine pub-
lished a review of Percello’s revolutionary new on-flight features in their latest
issue. Pick up the mag at any major retailer—tell us what you think!
posted by Billie J. on March 10, 2011
BLOGREVIEWSSURVEY
FIND FLIGHTS Round-Trip One-Way
From:
To:
Dates
Depart:
Return:
mm/dd/yyyy Any
Anymm/dd/yyyy
Search Advanced Search
41 percello brand identity guidelines May 2011 Version 1.0
More than a service; a friendship
42
More than a service; a friendship