Brand Style Gyide

sweating for health, a 2,000 year old tradition

Contents

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Let’s go shvitzing

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The Shvitz

Degrees of Adventure

Saunair

Elements

Let's Go Shvitzing

The Brand

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The Shvitz Sweating in Russia Shvitz on a Plane Mission

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Sweating in russiaThroughout the ages, european societies have flocked

to saunas for relaxation, community, cleanliness, and

wellness. Though the practice of sweating for health

can be found in many cultures, one origin of the

tradition can be traced to Russia - the birth place

of the Banya. The word refers to a particular type

of sauna that functions based on wet steam, which

causes a person to expel the impurities in his or her

system. Particularly in Russia, the banya is a cen-

trifugal part of the community - evoking camaraderie

within a pleasant contrast from the harsh winters

outside. Friends meet in banyas to escape, relax,

gossip, and play cards. The banya replenishes the

senses, cleanses the body, leaves a person

feeling revitalized.

The banya took on a key role in America at the

turn of the century, as many Jewish immigrants from

Russia and the Ukraine settled in cities on the East

Coast. The act of sweat bathing took on the yiddish

word "shvitz", meaning literally "to sweat". Soon, the

trend of shvitzing became prominent in large cities

along the Eastern seaboard, and other areas where

there was a strong Eastern European influence.

Today, the banya is enjoyed and cherished by many

cultures alike, and is exalted as an escape. Today,

the shvitz has become a luxury as it remains a bea-

con of invigoration for many amid life's increasing

daily challenges. For the first time ever, you can now

enjoy this wonderful experience as you embark on

global adventures.

RUSSIAN BANYA

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Shvitz on a planeImagine soaring above the clouds completely revi-

talized - alone or with companions chatting and

laughing - within the heat and comfort of a banya

in the sky. Shvitzing is a great experience - not

only because it feels wonderful, but also it is a key

component in aiding good health. Relaxing in high

temperatures stimulates sweating which removes

unwanted impurities from the blood and improves

the function of kidneys. Perspiration also discharges

excess water and sodium from the body as it opens

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the skin pores making them feel clean and renewed.

The sweating process helps to cleanse the muscles

of excess lactic acid as it dilates the blood ves-

sels and increases muscular oxygen flow. This can

reduce swelling, and aid in the repair of injuries.

In addition, steam bathing aides in a more efficient

protien circulation and the digestion of protiens,

fats, carbohydrates, and mineral elements. In short it

feels great because it is good for you!

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As the first airline to bring the shvitz to the

skies, our mission at Saunair is to revitalize the

aviation industry by offering our passengers

unconventional luxury, rejuvenation, adventure,

and camaraderie.

Degrees of Adventure

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A Shvitz is good forbusiness

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Jet stream of SteamThe Brand Mark Color Type

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Jet stream of Steam

the BrandWe are a group of aviators, global thinkers, and

people pleasers who understand the needs of the

modern traveler, and strive to offer a completely

unique adventure - of culture, luxury, and camara-

derie. We pride ourselves on our unrivaled attentive-

ness, as well as the rich and invigorating experience

we provide our passengers. We embrace our rich

Eastern European heritage, yet forage to innovate

into new horizons of aviation service.

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markThe Saunair mark represents the cultue and values

of our company. The image created is both a throw-

back to the Banyas of Russia, and a link to the rest

of Saunair's branding system. The angle at which the

mark is positioned may not be altered, which the

exception of when it appears on a plane, in which

case the aircraft does the tilting for it.

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The Saunair mark may also be used in either of the

two company colors as shown below.

1.65 inch

0.85 inch

Minimum size of the mark is 1.65x0.85 inches. At

any size, the dots that make up the mark should

always remain visible.

Mark color

minimum size

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Saunair Blue

Pantone Proc. Blue M

Saunair Red

Pantone Warm Red M

color

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Display & headline -

Body copy - Acid Regular

Avril regular

A b c d e f g h i j k l m n o p q r s t u v w y x z

0 1 2 3 4 5 6 7 8 9

Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn

Oo Pp Qq Rr Ss Tt Uu Vv Ww Yy Xx Zz

0 1 2 3 4 5 6 7 8 9

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Elements Khokhloma Banya Connoisseurs

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Unconventional LuxuryElements

The graphic and photographic elements that bring

Saunair to life take their origin from the ornate

Khokloma style, the defining tiles of a Banya, and

the comradery that is a Shvitz.

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KhokhlomaThe ornate Khokloma style is a benchmark to

traditional Russian culture, with its elaborate floral

imagery, illustrious gold paint and deeply saturated

colors. It dates back to the 17th century in the

Koverninsky District of the Nizhny Novgorod Oblast.

It was given its name after a trade settlement in that

same area where crafts people had been known

for making handicrafts to sell between the 18th

and early 20th centuries. The style developed from

a group of refugees who fled to local woods, and

created crafts that were the beginning of the style.

Khokloma has been applied to table ware, toys,

musical instruments, and clothing - to name only a

few of its applications. It now serves as a key visual

component to the Saunair brand, as it is synonymous

with Russian culture. Today, almost every Russian

home will have at least one piece of of this historic

and intriguing folk art.

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secondary elementsThese elements will accompany the logo as an

inherent visual additive to the brand.

[ 1 ]

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[2 ]

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[3 ]

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Inside a Banya - Wood and TileTile and wood have always been iconic to the inte-

rior of a banya - as they characterize its two key

areas. The experience of a shvitz is about more than

simple relaxation and sweat, it is a place to unwind

and socialize as well. In a typical Russian banya,

the two different areas where people gather are

the banya itself, and the halls. The banya is where

the heat and shvitzing takes place, however in the

more temperate halls and dressing rooms there are

loud games of cards, with friendly exchanges over

drinks. The Banya is typically characterized by its

wood interior, while the halls are usually known for

their ornate tile work. At Saunair, we have perfected

this atmosphere in our interior- while maintain-

ing its timeless authenticity. Our interiors continue

the legacy with rich wood in our banyas and and

ornate tile patterns in our halls. All of our tile work

has been adopted from Russian Khokhloma patterns

and traditions that have been iconic to the banya

throughout time.

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Everyone ShvitzingAt the very heart of Saunair are, of course, the

shvitz goers. Shvitzing is a lifestyle for them. The

sprit of the Shvitz is best portrayed through these

very people. Shvitzing for bussiness or pleasure, the

comradery is always present. And so, we present to

you, the shvitz connoisseurs.

[ 1 ]

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[3 ]

[3 ]

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ShvitzingOnboardLiftoff Saunair playing cards

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Liftoff28

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saunair playing cardsPlaying cards are more than simply a nice way to

elevate comeradarie, but an entertaining component

to the heritage of the Banya experience. In the halls

of many banyas, it is very common to witness

a group of people playing cards, sharing drinks,

herring, tea, and conversation after a nice long

shvitz. Bets are made, voices are loud, and the

atmosphere is jovial. At Saunair, each of our

passengers will receive a complimentary pack of our

signature playing cards - complete with ornate

patterns and whimsical imagery. These cards will

only add to the spirit of togetherness on the flight as

well as the adventure beyond.

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