Percello Spreads

23
percello brand guidelines May 2011 Version 1.0

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Brand Guidelines for "percello airlines". Low-res copy for uploading purposes.

Transcript of Percello Spreads

Page 1: Percello Spreads

1 percello brand identity guidelines May 2011 Version 1.0

percello brand guidelines

May 2011 Version 1.0

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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

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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.What are brand identity guidelines?

May 2011 Version 1.0

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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.

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

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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

What does our logo do?

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LOGO

PrIMArY LOGO SECONdArY LOGOThe horizontal orientation of the percello logo is

the preferred format, but should not be used at a

width under two (2) inches.

The 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.

2”

logo mark

logo type/logo

logo mark

logo

logo type

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LOGO

COLOr VArIATION

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.

Preferably, 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.

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LOGO

WHAT NOT TO dO: COLOrS

WHAT NOT TO dO: LOGOS

Colors 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.

It 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.

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COLOr PALETTE

What colors should be used?

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.

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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.

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.

COLOrS

PrIMArY COLOrS

SECONdArY ANd TErTIArY COLOrS

Percello Green PMS 382U c29 M0 Y100 K0 r193 G216 B47

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

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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

Why were these typefaces chosen?

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TYPOGrAPHY

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

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.

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.

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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.

How do we establish our brand in written communications?

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

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BuSINESS SuITE

1234 Great Flight Street, Suite 1000Washington, DC 20001 USAwww.percello.com

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

2.25”0.5”

1”

1”

1.5”

0.5”

TYPING AREA:

7.5” x 8.5”

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BuSINESS SuITE

1234 Great Flight Street Suite 1000Washington, DC 20001 USA

More than a service; a friendship

More than a service; a friendship

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

1/3”

0.125”

1/3”

0.5”

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BuSINESS SuITE

Jackson ThamesGuest Services

Office 800.234.6777 ext. 226Email [email protected]

www.percello.com1234 Great Flight Street, Suite 1000 • Washington, DC 20001 • USA

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

1.25”

0.75”

0.5”

0.25”

0.25”

1.75”

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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.

Why is environment important?

May 2011 Version 1.0

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FLOOrS

WALLS

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.

Variations 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.

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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.

May 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.

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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.

How does our branding work online?

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

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39 40percello brand identity guidelines May 2011 Version 1.0

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 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

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

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

WEBSITE

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More than a service; a friendship

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