Finnair Graphic Guidelines 2015

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Graphics Guidelines


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IndexTHE GRAPHICS GUIDELINESThe logo story

The official Finnair logo

Prohibited use of the logo

The official F emblem

The official F emblem versions

Prohibited use of the F emblem

The Finnair brand hierarchy

Placement of a unit or sub-brand name near the Finnair logo as a guiding element

Finnair Plus logo

Finnair logo and oneworld logo

Colours and using colours in layout/colour proportions

Typography

Use of typography

3

4

5

6

7

8

9

10

11

12

13

14

15


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THE OFFICIAL FINNAIR LOGO

THE LOGO STORY

The shapes of the Finnair logo represent functionalism and style which have alwaysbeen essential parts of Finnaiŕ s design. The logo embodies the smoothness ofmovement, like in air travel.

On the side of a clean white aircraft, the dark blue logo communicates quality anddignity, bringing a touch of Nordic freshness to airports all over the world.


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THE OFFICIAL FINNAIR LOGO

The official version of the logo is blue.

Always use master artwork to reproduce the logo. Do not make your ownvariations of the logo. Do not type, colour or shape the logo yourself.

1. Minimum size of the logo

The minimum size is defined to ensure the visibility of the logo.

2. Safety area

The safety area around the Finnair logo is equal to the height of the logo.No elements are allowed within the safety area.

3. Alternative colour versions

Use the blue logo whenever possible. Where the blue logo would not be clearlyvisible, use the alternative colour versions to maximize the visibility. Please see thecolour specifications on page 20.

You can choose from various versions:

For silk screen printing: PMS Coated or PMS Uncoated versions.

For other printing:CMYK Coated, CMYK Uncoated or CMYK Newspaper versions.

For digital applications:RGB versions.

Minimum width ofthe logo is 20 mm.

You can download the available logo formats:http://www.finnair.com/gallery

3. ALTERNATIVE COLOUR VERSIONS

1. MINIMUM SIZE

2. SAFETY AREA

Navy Blue Black & WhiteGrey / Silver Negative / Signal White


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2. PROPORTIONS MODIFIED1. PROPORTIONS MODIFIED

PROHIBITED USE OF THE LOGO

Always use master artwork to reproduce the logo (see page 9).

Examples of prohibited logo use:

The proportions must not be modified (examples 1 and 2).

The original logo must not be modified in any way, nor is it allowed to addany elements to it, such as colours or photographs (example 3).

Alternative colour versions cannot be mixed with other versions (example 4).

Outlines must not be added to logos (example 5).

When using the logo on coloured backgrounds, use the reversed (white)version (example 6).

The logo cannot be used on coloured backgrounds (examples 7 and 8).

The logo cannot be used on an image (example 9). Use the reversed logoversion if using an image as background.

6. BLACK LOGO USED WITHCOLOURED BACKGROUND

5. OUTLINES ADDED4. WRONG COLOUR

8. COLOURED LOGO USED WITHGRADIENT BACKGROUND

9. COLOURED LOGOUSED WITH IMAGE

3. LOGO MODIFIED

7. COLOURED LOGO USED WITHCOLOURED BACKGROUND


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THE OFFICIAL F EMBLEM


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THE OFFICIAL FINNAIR F EMBLEM

The official version of the F emblem is blue.

Always use master artwork to reproduce the F emblem. Do not make your ownvariations of the emblem. Do not type, colour or shape the F emblem yourself.

1. Minimum size of the emblem

The minimum size is defined to ensure the visibility of the emblem.

2. Safety area

The safety area around the F emblem is equal to the height of the emblem.No elements are allowed within the safety area.

3. Alternative colour versions

Use the blue F emblem whenever possible. Where the blue F emblem would not beclearly visible, use the alternative colour versions to maximize the visibility. Pleasesee the colour specifications on page 20.

You can choose from various versions:

For silk screen printing: PMS Coated or PMS Uncoated versions.

For other printing:CMYK Coated, CMYK Uncoated or CMYK Newspaper versions.

For digital applications:RGB versions.

Navy Blue Black & WhiteGrey / Silver Negative / Signal White

Minimum width of the

emblem is 9.5 mm.

You can download the available logo formats:http://www.finnair.com/gallery

3. ALTERNATIVE COLOUR VERSIONS

1. MINIMUM SIZE

2. SAFETY AREA


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THE FINNAIR BRAND HIERARCHY

The Finnair brand is monolithic; in other words, Finnair followsa one-brand strategy.

With a monolithic identity, the Finnair brand gets the maximumawareness when its services, units and sub-brands are clearly in

a subordinate position.

FINNAIR CARGO

FINNAIR PLUS

FINNAIR FACILITIES MANAGEMENT

FINNAIR ENGINE SERVICES FINNAIR TECHNICAL SERVICES

FINNAIR FLIGHT ACADEMY


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PLACEMENT OF A UNIT OR SUB-BRAND OR NAMENEAR THE FINNAIR LOGO AS A GUIDING ELEMENT In general, the placement of the names of units or sub-brands near ortogether with the logo is not permitted. The exceptions are building signsand internet navigation.

The name of the unit or sub-brand may be placed in the immediatevicinity of the logo only as a guiding element. This combination may beused for example in signage and on web pages. It may not be used as thesignature in an advertisement, for example.

FORMING THE COMBINATION:The minimum distance of the text is the same as the logo’s safety area.

When placing the text next to the logoThe maximum height of the sub-brand or name is half of the height of theFinnair logo.

When placing the text under the logoThe maximum height of the sub-brand or name is the height of the

Finnair logo.

The name of the sub-brand is always typed with upper case letters andAmplitude Wide Light. Use Amplitude Wide Book or Regular weights ifthere is a need for bolder type, etc. in an illuminated logo combination.

The name of the sub-brand or name should always be placed either onthe right side or below the Finnair logo.

Please find more examples of correct use of the Finnair logo andsignage in the Spatial Concept document.

EXAMPLE OF CORRECT VERSION

EXAMPLE OF CORRECT VERSION

CARGO

CARGO

CARGO

CARGO

CARGO

½ x = Maximum Height



x = Safety Area

x

ADDING SUB-BRAND OR NAME UNDER THE FINNAIR LOGO

x = Safety area and maximum text height



SUB-BRAND OR NAME NEXT TO THE FINNAIR LOGO


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FINNAIR LOGO ANDoneworld LOGO

These are the basic principles to be followed. For more information, please see theoneworld guidelines at http://www.finnair.com/gallery.

There are three options when placing the oneworld logo relative to the airlinelogo. They are in descending order of preference: lock-to-line, lock-to-line

vertical, and lock-to-frame. Lock-to-line is the preferred method and should beused whenever possible.

CommunicationsThe communications relationship should be used in: advertising, collateral, traveldocuments, on-line. The oneworld logo may sit left or right of the airline logo,depending on the layout – however for consistency within carriers’ own material,carrier should elect a preferred positioning and incorporate into their ownguidelines.

In communications, the oneworld logo is 167%of the height of the Finnair logo.

SignageThe signage relationship should be used in: kerbside signs, ticket sales, check-indesk, self-service check in kiosk, totems, monitors, queue signs, FIDS, lounges,connection signs, transfer desk, customer service desk, baggage services.

In signage, the oneworld logo is 143%of the height of the Finnair logo.

A 167% of A centre

A 143% of A centre

1. Lock-to-lineThis is the preferred method and should beused wherever possible.

2. Lock-to-line verticalWhen it is not possible to use option 1, forexample on extreme vertical formats, it maybe necessary to lock to a vertical line.

3. Lock-to-frameWhen it is not possible to use option 1, and in certainsignage applications, it may be necessary to use alock-to-frame position. In this scenario, you size theoneworld logo relative to the airline logo and positionin the lower right corner as shown. In co-located signs,care must be taken to ensure consistent size andposition of the oneworld logo.

centre

right

centre


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FINNAIR COLOURS

Navy Blue is the official colour of the Finnair brand. It’s used mainly inthe logo and emblem.

Signal White (or in printed material empty space) is used on largesurfaces such as backgrounds. RAL 9003 is to be used when paintingvehicles, signs or planes.

Silver and grey are optional colours. Use silver prior to grey.

Use 80% or less black in body copy and headlines. All shades ofgrey may be used. Other solid colours can be used supportively intypography.

MAIN COLOURS

The use of colours should aim at creating applications that areclean and fresh. The main colours are white, grey and blue.

USE OF ACCENT COLOURS

There are three rules for Finnair accent colours:

1. Use only one accent colour at a time2. Use accent colours carefully to highlight

only the most important messages andillustrations

3. The main colour of the layout is white

ACCENT COLOURS

USING COLOURS IN LAYOUT & COLOUR PROPORTIONS

The use of colours should aim at creating applications that are clean and fresh.This is why white (empty space) should be used frequently in the design.

Gradient and solid colours are used in moderation to emphasise freshness.

The graph illustrates the proportion of empty space in relation to all otherbrand colours, including gradients.

For other printing:CMYK Coated = Coated paperCMYK Uncoated = Uncoated paperCMYK Newspaper = Newspaper

For silk screen printing: PMS Coated = Coated paperPMS Uncoated = Uncoated paper

For printing on uncoated paperWhen printing on uncoated paper, use Pantone2747 U and make sure that the colour is asclose as possible to Pantone 2757 C.

For digital applications:sRGB = electronic officeenvironment and web


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USE OF TYPOGRAPHY

The official font family of Finnair’s identity is Amplitude. Always preferAmplitude when creating content for Finnair.

When highlighting or creating distinctive messages with typographyyou can use ITC Caslon 224 to support the use of Amplitude.

Use 80% or less black in body copy and headlines.

FINNAIR’S OFFICIAL FONTS HAVE BEENDEFINED FOR TWO DIFFERENT PURPOSES: 1) Marketing communication materials, printed matter and

Finnair digital channels

The font family to be used is Amplitude, supported by ITC Caslon 224.The usage rights for these fonts are company specific: they mustbe installed separately to each user. These fonts are used mainlyby advertising agencies and printing houses and they are not to beinstalled centrally on Finnair or partner’s computers.

2) Daily office use, digital publications and general internet use

The fonts used here, Verdana and Helvetica, are generally available(for example in Microsoft Office). These main fonts can be supportedby Georgia. These fonts do not require special fonts in the recipient’scomputer, so open documents can be kept in a consistent way in adigital environment.

Amplitude Wide Light

is stylish for bigheadlines.

Amplitude Black is suitable for subheads

AMPLITUDE BLACK IS ALSO SUITABLE FOR CAPTIONS.

Amplitude Light or Book is suitable for body copy. Finnair

is a the leading air transport company in Northern Europe

with a focus on Europe-Asia traffic. With Amplitude

Medium you can highlight important information. The

company has won a high reputation as a responsible andquality Finnish operator. We want to belong among the

elite in terms of quality, fulfilling our responsibilities and

acting as a good example.

ITC Caslon 224 Bold Italicis perfect for standfirst.

Finnair Graphic Guidelines 2015

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