QANTAS Standards Maual

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QANTAS IDENTITY STANDARDS GUIDELINES

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QANTAS IDENTITY STANDARDS GUIDELINES CONTENTS

BACKGROUND

THE MARK

TYPOGRAPHY

TREATMENTS

STATIONERY SYSTEM

08 HISTORY OF QANTAS

12 LOGOS

14 LOCK-UP AND CLEAR ZONES

15 MINIMUM SIZE

16 SECONDARY LOGOS

18 SUBSIDIARY LOGOS

19 DO + DON’T

25 PRIMARY AND SECONDARY

26 MODIFICATIONS

29 PHOTOGRAPHY

31 PATTERN

32 COLOR

36 LETTERHEAD

38 BUSINESS CARD

39 ENVELOPE

42 WEBSITE

44 APPS

48 BOARDING PASS

49 LUGGAGE TAG

50 WINE

54 PLANE

57 SEATS

58 UNIFORMS

60 AIR PORT

62 POSTERS

66 CONTACT

DIGITAL APPLICATIONS

COLLATERAL

ENVIRONMENTAL

CONTACT

8

HISTORY

9

HISTORY BACKGROUND

Qantas is Australia’s largest airline and one of the oldest airlines in the world. Qantas was founded in Win-ton, Queensland on 16 November 1920 as Queensland and Northern Territory Aerial Services Limited by Paul McGinness, Hudson Fysh, Fergus McMaster and Arthur Baird.

The Qantas story is inextricably linked with the development of civil aviation in Australia. It begins with fragile biplanes carrying one or two passengers in open cockpits and progresses to the new Airbus A380s flying some 450 people half way around the world in a day.

But, it is a story of human en-deavor, not just machines. A few determined individuals overcame formidable obstacles to establish the Queensland and Northern Ter-ritory Aerial Services Ltd (QANTAS). Supported by committed staff and

loyal customers, the airline per-severed through war and peace to serve the nation and build an enterprise. The Qantas story is about the people who have created its exciting and productive history - its staff, its customers and the excellence of its business partners and key suppliers...

Today, Qantas is widely regarded as the world’s leading long distance airline and one of the strongest brands in Australia. Qantas contin-ues to provide outstanding service to its customers and is at the forefront of the international civil aviation industry.

The future holds many challenges for Qantas - maintaining safe operations and world class product standards while building a viable and competitive position long term for the airline.

IMAGE ON OPPOSITE PAGE:The arrival of QANTAS DH.61 ‘Apollo’ bringing the first aerial mail in Brisbane April 23, 1929. Notice the pilot’s open cockpit behind the wings.

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THE MARK

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LOGO THE MARK

The mark is a modern iteration of the original symbol resembling the tail of the plane. The sharp lines are balanced with the circular Q to represent a modern feel of movement and strength.

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Clear Zone

Clear Zone

90°

45°

45°

Clear Zone

Clear Zone

90°

45°

45°

LOCK-UP AND CLEAR ZONES THE MARK

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THE MARK MINIMUM SIZE + BRAND COLORS

The QANTAS logo has two size versions; a large version and a small version. The logos can never be scaled down, only up. If a size smaller than the small logo is necessary, use the mark without type.

REVERSE PAGE:Adhere to these basic lock-up rules for using QANTAS in both print and on screen applications to preserve the value of its identity.

The Clear zone is a space into which no other element must be inserted.

0.25 INCH

1 INCH

0.5 INCH

0.34 INCH

0.25 INCH

1 INCH

0.5 INCH

0.34 INCH

0.25 INCH

1 INCH

0.5 INCH

0.34 INCH

0.25 INCH

1 INCH

0.5 INCH

0.34 INCH

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SECONDARY LOGO THE MARK

Alternate version of the logo, for horizontal placement. The placement of this mark is strictly reserved for areas that do not provide adequate space for the vertical logo. In all other circumstances, the vertical logo is required.

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THE MARK GREY SCALE

When the mark is displayed in black and white, it is important that it remains con-sistent with how it is displayed in color. The logo can appear as 100% black on a white background. However, it should never light than 50% gray.

When the mark is displayed in black and white, it is important that it remains con- sistent with how it is displayed in color. The logo can appear as 100% on a white background. However, it should never light than 50% grey.

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AIRAIR

AIR

CARGO

LINK

LOGO Subsidiary Companies

AIRAIR

AIR

CARGO

LINK


AIRAIR

AIR

CARGO

LINK


THE MARKSUBSIDIARY COMPANIES

In addition to the core business of transporting passengers and air freight, Qantas operates a number of subsid-iaries brands.

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Logo Don’ts

1. Don’t chang the colors

2. Don’t sqush or squash

3. Don’t rotate

4. Don’t switch the logomark with logotext

5. Don’t put text over the mark

6. Don’t move the logotext horizontaly

7. Don’t move the text away from logo

8. Don’t change the fill or stroke

1. 2. 3.

5. 6. 7. 8.

4.

DOS AND DON’TSTHE MARK

1. Don’t change the colors2. Don’t squash or squash3. Don’t rotate4. Don’t switch the logo mark with logo text

5. Don’t put text over the mark6. Don’t move the logo text horizontally7. Don’t move the text away from logo8. Don’t outline the logo

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OPPOSITE PAGE: You can use he logo in white over an image, and can be up to 90% transparent.

It must be placed using a color with good con-trast for maximum readability.

You can use the logo over images with the logo mark in QANTAS red with the setting set on Multiply as long as the “QANTAS” is in white.

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TYPOGRAPHY

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GEOGROTESQUE

RELISH PRO

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TYPOGRAPHY

Designers: Steve Jackaman, Ashley Muir

Designer: Eduardo Manso

Logo Typeface: Relish Pro (Caps Only)

Secondary Typeface: Geogrotesque

PRIMARY AND SECONDARY TYPE

ABCDEFGHIJKLMNOPQRSTUVWXYZ1234567890






15 pt.

15 pt. BOLD

11 pt.

15pt. MEDIUM

8 pt.

15 pt. LIGHT

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Type Modifications

Type Modifications

Type Modifications

Type ModificationsTYPE MODIFICATIONS THE MARK

Relish is a more traditional sans serif typeface, with round punctuation. Relish contains all the high end features expected in a quality font.

The letter forms were modified to be con-sistent with the sharp lines of the triangle in the mark and also to add strength and speed to the logotype.

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Type Modifications

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IMAGE TREATMENTS

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IMAGE TREATMENTS PHOTOGRAPH TREATMENT

The QANTAS image treatment is created by put-ting the QANTAS grey on a separate layer then changing the Layer Style to Color Overlay.

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The QANTAS pattern created with the logo mark can be used as a complementary pattern.

Imbedded into the pattern is a gradient of tones to add depth and movement to the pat-tern. Do not change the color of the patter.

You can change the opacity of the patter down to 10%, crop down certain sections, and change scale.

IMAGE TREATMENTS PATTERN

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The new color palette of QANTAS is designed referencing the original colors of the airline. The red represents the QANTAS color while the blue depicts a more corporate tone. The gray and is added to balance the overall color combination.

PRIMARY COLORS

COLORS IMAGE TREATMENTS

QANTAS REDPANTONE: 1797 CR: 227 G: 27 B: 35C: 0 M: 100 Y: 99 K: 4

PANTONE: Hexachrome Black CR: 34 G: 30 B: 31C: 0 M: 0 Y: 0 K: 100

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SECONDARY COLORS

PANTONE: 2747 CR: 28 G: 63 B: 148

C: 100 M: 88 Y: 0 K: 5

PANTONE: 7539 ECR: 34 G: 30 B: 31

C: 0 M: 0 Y: 0 K: 100

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STATIONERY SYSTEM

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P +61 (2) 9304 7020

F +61 (2) 9304 7022

[email protected]

www.qantas.com

Level 8, 241 O'Riordan Street,

Mascot, Nsw, Australia, 2020

June 12, 2013

Dear Tom Atkinson,

We are pleased that you have referred your legal matter to this firm. We will devote the required energy and resources to meet your needs and invite you to stay in close touch with us as we proceed with this matter.

Retainers. In order to administer your file properly, we first obtain from you payment of a retainer fee. This retainer fee stays in our trust account and acts as a fund for the payment of accounts sent to you and disbursements made on your behalf. When we render monthly bills to you, we will use the retainer account to pay those bills and when you send your payment to us it will be used to restore the retainer to its original amount. Upon completion of the work, any unused retainer funds will be refunded to you. As mentioned above, if your retainer is not restored within 30 days after we render our account then no further work be done on your file until is paid and your retainer brought up to date. In such case, it may even be necessary for us to withdraw from representation on your matter.

Communication. We will endeavour to keep you informed as your matter progresses and to seek your input as to how you would like us to proceed. Main-taining open communication is very important to us and to you. If you choose to call our lawyers, a fee may be charged; however, for answers to you routine questions (for example, status of your matter), you might be best advised to call the secretary of the lawyer primarily responsible for your file, since the time of secretaries is generally not chargeable to our clients. Any expressions on our part concerning the outcome of your legal matters are expressions of our best professional judgements but are not guarantees. Clerks, legal assistants and secretaries are not authorized to express any such opinions or judgements.

Sincerely,

Tony Montana

Standard Letter Size8.5” x 11”

Back of the stationery is the QANTAS pattern at 10% opacity.

LETTERHEAD STATIONERY SYSTEMS

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P +61 (2) 9304 7020

F +61 (2) 9304 7022

[email protected]

www.qantas.com

Level 8, 241 O'Riordan Street,


June 12, 2013

Dear Tom Atkinson,

We are pleased that you have referred your legal matter to this firm. We will devote the required energy and resources to meet your needs and invite you to stay in close touch with us as we proceed with this matter.

Retainers. In order to administer your file properly, we first obtain from you payment of a retainer fee. This retainer fee stays in our trust account and acts as a fund for the payment of accounts sent to you and disbursements made on your behalf. When we render monthly bills to you, we will use the retainer account to pay those bills and when you send your payment to us it will be used to restore the retainer to its original amount. Upon completion of the work, any unused retainer funds will be refunded to you. As mentioned above, if your retainer is not restored within 30 days after we render our account then no further work be done on your file until is paid and your retainer brought up to date. In such case, it may even be necessary for us to withdraw from representation on your matter.

Communication. We will endeavour to keep you informed as your matter progresses and to seek your input as to how you would like us to proceed. Main-taining open communication is very important to us and to you. If you choose to call our lawyers, a fee may be charged; however, for answers to you routine questions (for example, status of your matter), you might be best advised to call the secretary of the lawyer primarily responsible for your file, since the time of secretaries is generally not chargeable to our clients. Any expressions on our part concerning the outcome of your legal matters are expressions of our best professional judgements but are not guarantees. Clerks, legal assistants and secretaries are not authorized to express any such opinions or judgements.

Sincerely,

Tony Montana

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BUSINESS CARD STATIONERY SYSTEMS

Standard Australian busi-ness card dimensions

55mm x 90mm

Fergus McMasternQantas, CEO

P +61 (2) 9304 7020F +61 (2) 9304 7022

[email protected]

1”

0.2”

0.2”

0.2”

0.2” 0.4” 0.35” 1.22” 1” 0.3”

0.48”

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Level 8, 2

41 O

'Riordan S

treet

Mascot, N

sw, Australia, 2

02

0

Level 8, 2

41 O

'Riordan S

treet

Mascot, N

sw, Australia, 2

02

0

Level 8, 241 O'Riordan Street


ENVELOPESTATIONERY SYSTEMS

Envelope shown at 50% of original size.

The Inside of envelop is the QANTAS pattern at 10%.

Envelope form is #10 Squareflap Envelope.

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DIGITAL APPLICATIONS

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WEB SITE APPLICATIONS

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WEB SITEAPPLICATIONS

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iPone application iPone application: Itinerary, Boarding Pass, Mileage, World Time, Weather and World Currency

PHONE APPS & PHONE BOARDING PASS APPLICATIONS

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iPone application iPone application: Itinerary, Boarding Pass, Mileage, World Time, Weather and World Currency

PHONE APPS & PHONE BOARDING PASSAPPLICATIONS

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COLLATERAL

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Bording Pass Ticket

Bording Pass Ticket Holder

BOARDINGPASS

BOARDING PASS AND CASE COLLATERAL

Bording Pass Ticket


BOARDINGPASS

Bording Pass Ticket


BOARDINGPASS

Bording Pass Ticket


BOARDINGPASS

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LUGGAGE TICKETCOLLATERAL

N A ME

W E IGH T (K IL OS)

P IE C E S

Flight Luggage Tags

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WINE COLLATERAL

�u�asmanian

PETIT SARYH

GOVERNMENT WARNING: (1) According to the Surgeon general, women should not drink alcoholic beverages during pregnancy because of the risk of birth defects. (2) Consumption of alcoholic beverages impairs your ability to drive a car or operate machin-ery, and may cause health problems.

�u�asmanian

13� ��. 75o ��

2007

PETIT SARYH

The No. 1 wine in the skyQANTAS exclusive red wines contains the magnificent Spirit of Australia.

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S ex

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.

�u�asmanian

PETIT SARYH

GOVERNMENT WARNING: (1) According to the Surgeon general, women should not drink alcoholic beverages during pregnancy because of the risk of birth defects. (2) Consumption of alcoholic beverages impairs your ability to drive a car or operate machin-ery, and may cause health problems.

�u�asmanian

13� ��. 75o ��

2007

PETIT SARYH


�u�asmanian

13� ��. 75o ��

2007

PETIT SARYH

�u�asmanian

PETIT SARYH

GOVERNMENT WARNING: (1) According to the Surgeon general, women should not drink alcoholic beverages during pregnancy because of the risk of birth defects. (2) Consumption of alcoholic beverages impairs your ability to drive a car or operate machinery, and may cause health problems.


One of the prides of QANTAS is their wine se-lection. This is an example of their Petit Saryh.

REVERSE PAGE: Example of the tissue paper that would ac-company the wine bottle.

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ENVIRONMENTAL

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Airplane Design

PLANE ENVIRONMENTAL

Example the QANTAS logo on planes. The colors of lamination should be identical with the standard logo.

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SEATSENVIRONMENTAL

Example the QANTAS logo and patter on busi-ness class seats.

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FLIGHT ATTENDANT UNIFORMENVIRONMENTAL

Example the QANTAS uniform for pilot and flight attendants. Colors are taken directly from the logo and the standard colors: QANTAS red, grey and black. The tie and scarf is silver and grey with one logo in QANTAS red.

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AIR PORT ENVIRONMENTAL

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AIR PORTENVIRONMENTAL

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POSTER APPLICATIONS

24”

36”

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qantas.comqantas.com

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WEB qantas.com.au QANTAS HEAD OFFICE +61 (02) 9691 3636EMAIL [email protected]

DESIGNED BY EMMILY SHAW

emmilyshaw.com

[email protected]

CONTACT

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DESIGNED BY EMMILY SHAW

emmilyshaw.com

[email protected]

QANTAS Standards Maual

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