The easyGroup Brand Manual

8/6/2019 The easyGroup Brand Manual

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The easyGroup Brand Manual copyright easyGroup IP Licensing Ltd.p/38last revis


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Hi from SteliosDear riends and colleagues,

The easy brand, which I started with the launch o theairline in 1995, is now used by more than a dozen

dierent businesses and millions o consumers rom all

over the world. I believe it is an extremely valuable asset

which can generate substantial success or all involved

with it.

Thereore we have created this brand manual. Like any

manual, its objective is to help people who use the

brand to understand its origin, the brand values and thebest ways o getting the most out o it.

This brand manual is written or the beneit o those

people within the easyGroup, or ranchisees or

licensees o the easy brand and or those who are

considering buying into the brand.

We have now listed the eight brand values o the easy

brand in their own right (see page 15). Clearly a lot has

been written over the years about easyJet, the irst easy

business and the lagship o the brand and many o the

younger businesses have articulated, to some their own values. However this manual is or t

easy brand and it identiies the common them

all the easy businesses.

A brand is always evolving and peoples perc

it do change rom time to time. However I stil

that there are eight values (listed on p15) that

businesses share and sticking to them is a goo

everybody. Remember there is strength in unity

I want you, as a partner or associate to get c

way! How we do business, how we communi

we believe in and ultimately where we are go

Take care and enjoy.

LondonJuly 2009


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contentsexamples of howwe have beenusing the brand

26 web

27 advertising

28 group communication

30 PR

3 PR case studies

32 consumer communication

33 how to use Stelios

appendices

35 semi annual CEO dinner

36 FAQ

37 easyGroup contacts

38 list o contacts

about us

6 what is the easyGroup?

7 brand history

9 the legal contract that ormalised the easyGroup

0 what is the easy.com global portal?

the easyGroup mission statement

2 the easyGroup strategy

3 the easyGroup vision4 the new easyGroup strapline

5 the 8 easyGroup brand values

our visualidentity

7 naming

8 the portal logo

9 business logos

20 dos & donts

2 colours

22 typeaces

23 pictures24 lingo


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about us

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6 what is the easyGroup?

7 brand history

9 the legal contract that ormalised the eas

0 what is the easy.com global portal?


2 the easyGroup strategy3 the easyGroup vision

4 the new easyGroup strapline

5 the 8 easyGroup brand values


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Stelios on the 6.50am,

November 10th,

1995, Luton airport.

The irst easyJet light

to Glasgow.

And, as they say,

the rest is history.


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what is the easyGroup?

The easyGroup is the private investment vehicle o Stelios, the serial

entrepreneur. The easyGroup is the owner o the easy brand and licences

it to all o the easy branded businesses, including easyJet plc, the

airline Stelios started in 1995 and in which he remains the largest singleshareholder. See next page or the brand licence between easyJet and

the easyGroup. The easyGroup proits by either selling shares in the

businesses or by licensing or ranchising the brand to reputable partners.

The easy brand currently operates in more than a dozen industries mainly in

travel, leisure, serviced oice accommodation and other consumer acing sectors.p6/38last revis


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brand history2005 - 2010

New easyHotel locations open in Dubai, Berlin and EdinburghStelios announces the launch o three new brands: easyHolidays.co.uk, easyAir-tours.com and easyFlights.co.ukeasyOffice opens new centre in Hammersmith and lays plans or expansion throughout the UKeasyHotel opens in Larnaca, CypruseasyOffice expands with new London centres in Camden and Mayair and also GlasgoweasyPizza now delivers to over 95% o Central LondonNew easyBus route between Gatwick Airport and London openseasyCruise launches newest vessel, easyCruise Lie or cruise holidays in Greece and TurkeyeasyInternetcafe.com launches worldwide listings and reviews service or Internet cas everywhereThe irst easyOffice location opens in Kensington High St reeteasyOffice launches oering over 4,000 serviced oices or rent worldwideeasy4men launches the new 3 Day Travel Pack on sale at airports throughout t he UKeasyBus launches Stansted Airport routeeasyVan launches, oering low cost van hire throughout the UKQueen's birthday honours list announces that Stelios will receive a knighthood or services to entrepreneurshipeasyHotel.com announces a major expansion plan with 38 new hotels to open in the Middle East and North AricaeasyCruise.com announces the itinerary or their second vessel easyCruiseTwo which will sail rom Amsterdam to BrusselseasyMoney.com launches additional comparison services or credit cards, loans, current and savings accounts

easyPizza.com expands with 9 new ranchised outlets on the UK South CoasteasyMobile.com oers sim cards and airtime online in Holland and GermanyeasyCruiseOne sails to the Caribbean or the winter itinerary in Barbados and 5 other islandsThe irst ranchised easyHotel opens in Basel, SwitzerlandSKY TV starts broadcasting the docusoap based on easyCruiseOneThe irst actual easyHotel property opens in LondoneasyWatch.com starts selling watches onlineeasyCinema.com starts oering the UKs most comprehensive online cinema listings serviceeasyCruiseOne embarks upon her maiden voyage in the French and Italian RivieraseasyMoney.com starts oering motor insurance in the UKeasyJet reaches 100 aircrat in the leeteasyMobile.com oers sim cards and airtime online in the UK sparking a price wareasyCinema.com launches DVD rentals online in the UKeasyCruise.com starts accepting online bookings or the summer o 2005easyCar.com oers car rental on a worldwide basis

201020102010200920092009200820082007200720072007200720072006200620062006

20062006200520052005200520052005200520052005200520052005

2005


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brand history1995 - 2004

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easyJobs.com website goes live oering a more eicient marketplace or job seekers in the UKeasy4men mens toiletries range goes on sale in 1,000 Boots pharmacy stores in the UKeasyHotel.com starts oering great value hotel rooms in more than 20,000 hotels worldwideFirst easyBus route opens between London and Luton AirporteasyMusic.com goes live oering downloads o music tracks rom 25peasyPizza.com delivers the irst pizzas to homes in the UKeasyCinema launches in Milton KeyneseasyJet PLC orders 120 AIRBUS A319 with a urther 120 under optioneasyJet PLC acquires go airlines nearly doubling in sizeeasyMoney.com oers the irst on line credit cardseasyValue.com, the shopping comparison site goes liveeasy.com, the global portal site or all easyGroup businesses goes liveeasyInternetcafe enters the Guinness Book o Records as the largest internet ca in Times Sq New YorkStelios enters the Guinness Book o Records as the youngest ever scheduled airline chairman when he started easyJet aged 28easyJet PLC is partially loated on the London Stock ExchangeeasyGroup enters into a ormal brand license with easyJet PLC crystalising the concept o brand extensioneasyCar rents irst Mercedes A Class cars to consumersThe irst easyInternetcafeopens in London with queues stretching round the block

The TV docusoap on easyJet is irst broadcast on Britains ITV to an audience o 9m viewersAs the airline becomes a brand Stelios starts to work on brand extension and ounds the easyGroupeasyJet is elevated by the media as the arch rival o BA and credited with sparking a price warBA launches go airlines in response to easyJet Stelios is on their irst lighteasyJet acquires a Swiss airline and becomes Genevas deacto home carrierFirst order or 12 brand new Boeing 737 aircrat placed by easyJetThe website easyJet.com goes liveeasyJet opens international routes to Amsterdam, Nice and BarcelonaStelios creates easyJet and starts lights between Luton and Scotland

200420042004200420042004200320022002200120012001200020002000200020001999

199919981998199819981998199719961995


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the legal contract that formalised the

easyGroup

The brand licence between easyJet plc

and easyGroup IP Licensing entered just

beore the IPO on 5th November 2000 is theblueprint o all other easy brand licences.

clause 7.11.5 o the easyJet brand licence states:

the Licensor shall require any business which uses the easy brand to enter into

a licence on terms no less onerous than this Brand Licence.

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what is theeasy.com

global portal?The global internet portal where

consumers can ind out about the

ull oicial range o easyGroup

products and services including

the latest news on all the easybusinesses and Stelios himsel.


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Our mission is to manage and extend Europes leading value brand to more

products and services, whilst creating real wealth or all stakeholders.


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We will build on our brand values: (1) great value, (2) taking on the big boys,

(3) or the many not the ew, (4) relentless innovation, (5) keep it simple,

(6) entrepreneurial, (7) making a dierence in peoples lives and(8) honest, open, caring and un.

We will protect our brand rom internal and external threats and manage

appropriately the business and other risks inherent in venturing. We will develop o

people and ensure their reward is aligned to realised shareholder returns.

the easyGroup strategy


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easyGroup will develop Europes leading value brand into a global orce.

We will paint the world orange!

the easyGroup vision

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more value or less!

the easyGroup strapline


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3. for the

many,

not the few

. great

value

2. taking

on the

big boys

4. relentless

innovation

the 8 easyGroup brand values

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8. honest,

open, caring

& fun

6.

entrepreneurial

7. making

a difference

in peoples

lives

5. keep it

simple


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our visual identity

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7 naming

8 the portal logo

9 business logos

20 dos & donts

2 colours

22 typeaces23 pictures

24 lingo


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naming

easyGroup

easyCar

easyJet

Our visual identity, known as the Getup, is an

essential part o the easyJet Brand Licence

and is cast in stone!

It is deined as:

(a) white lettering on an orange background

(Pantone 021c on glossy print materials; on

other suraces the nearest practicable equivalent)

and

(b) in Cooper Black ont (not bold, italics, outline

nor underlined) the word easy in lower caseollowed (without space) by another word, only the

initial letter o which is capitalised

The easy name is a powerul asset.

To maintain brand strength, correct and consistent

use is vital.

The easyGroup logo is used when representing

Stelios company and the licensor o the easybrand in corporate communications.

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Group logo in correct Cooper Black ont

easy branded business logo in correct Cooper Black font

capitalise first letter following easy


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business logos

written style

In body text all business names should always appear in Cooper

Black ont (not bold, italics, outline nor underlined), the word easy

in lower case ollowed (without space) by another word, only the

initial letter o which is capitalised.

the minimum size

The logo should always be clearly legible.

colours

The logo should always appear in white lettering on an orangebackground (Pantone 021c on glossy print materials; on other

suraces the nearest practicable equivalent see page 21). In body

text it should appear black on white and only where white on orange

is not practical.

Each easy branded business has

its own speciic logo, dierentiated through the

descriptive word (or words) ater easy.

easyJet.com

easyInternetcafe.com

easyCar.com

easyValue.com

easyMoney.com

easyCinema.com

easyBus.co.uk

easyHotel.com

easy4men.com

easyJobs.com

easyPizza.com

easyMusic.com

easyCruise.com

easyMobile.com

easyWatch.com

easyVan.com

easyOffice.co.u

easyHolidays.c

easyAir-tours.c

easyFlights.co.

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dos & dontsTreatment o the trading names

The ollowing illustration demonstratescorrect and incorrect renderings o

easy trading names using the Cooper

Black ont. Whilst it does not cover

every possible scenario, you will

ormulate a good idea o what is

acceptable and what is not.

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coloursthe perect combination

Orange is one o our greatestdistinguishing eatures. It is an

essential part o our brand identity

and heritage.

Combined with white, black and

dark grey a distinct style is createdwhich is both simple to use and

powerul through its simplicity.

values or all media applications


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The Cooper Black ont has played

an important part in building the

easy brand. Its bold, conident and

distinct appearance has made it

recognisable and associated with

easy. Its sot riendly curves have

given a warm personality to the

easy businesses. Note the Cooper

Black ont should only be used orthe business name. No shading or

keylines should be used around the

business name.

Futura creates the perect balance

as the communication ont, withits clean and contemporary linear

eatures.

typefacesthe brand onts

Cooper Black

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 ! ? . , ;

Only used or Branding

Futura 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 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 2 3 4 5 6 7 8 9 0 ! ? . , ; Headlines. Highlighting key words or phrases

Futura Book

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 Za b c d e g h i j k l m n o p q r s t u v w x y z1 2 3 4 5 6 7 8 9 0 ! ? . , ; Body copy

Futura 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 Za b c d e 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 ! ? . , ; Small text below 6pt


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The pictures we use are

expressive, show real

emotions and are cropped

for maximum effect.

pictures

The attributes

enjoying, optimistic, natural, clear,

simple, real people in real situations.

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lingotone o voice

Dont over complicate.Tell it like it is.

Be direct and get to the point.

Always look or the simplestway to say what you want.

We believe that a message is better read when its

simple to understand.

Be direct and talk the language oyour customer.

They will appreciate your honesty and simplicity.

Do not be araid to use colloquialisms or should

we say... Do not be araid to use plain and simple

phrases?

Were never sexist, ater all, easyGroup is or the

many, not the ew but were oten cheeky and alwa

try to raise a smile.

For example, easyJet cabin crew have said,

I you have enjoyed your light today, thank you o

choosing easyJet. I you havent thank you or lyi

Ryanair! and

It is a routine regulation that we dim the cabin ligh

or landing, it also enhances the beauty o our seni

cabin crew!


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examplesof how wehave been

using thebrand

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26 web

27 advertising

28 group communication

30 PR

3 PR case studies

32 consumer communication

33 how to use Stelios


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web

Every easy branded business is online.

And most receive their sales activitythrough this channel.

The design o the web pages

are critical.

The layout has to deliver inormationin a clear, consistent and concise way.

The structure has to encourage

purchase. For example...


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advertising

To present theeasy

.com portal tothe consumer the communication

must lead with a motivating

consumer beneit.

The beneit should ocus on the

experiences that the easy branded

businesses can bring.

This is done through descriptive

headlines and photography o the

businesses in action.

fly to Rome, eatpizza, catch amovie,

go on acruise, listen tomusic, surf then

whatever you want to do do it for less

go toeasy.com and enjoy the whole easyGroup exper


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groupcommunicationThe attributes

Use at least 12 rectangular images

i more space is available, give

larger businesses more prominence

and always use current, approved

images rom business websites.

dierent ormat examples

the portal or all easyGroup businesses


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groupcommunication

When used in two colour artwork,the pictures are replaced with the

logotypes.

easy.com becomes the hero and the orangebackground bonds the businesses together.

easyWatch.com

easyVan.com

easyOffice.co.ukeasyHolidays.co.uk

easyAir-tours.com

easyFlights.co.uk

the portal for all easyGroup businesses

dierent ormat examples

the portal for all easyGroup businesses

easyJet.comeasyInternetcafe .com

easyCar.comeasyValue.comeasyMoney.com

easyCinema.comeasyBus.co.ukeasyHotel.comeasy4men.comeasyJobs.comeasyPizza.comeasyMusic.comeasyCruise.com

easyMobile.comeasyWatch.com

easyVan.comeasyOffice .co.uk

easyHolidays .co.ukeasyAir-tours.comeasyFlights.co.uk

the portal for aleasyGroup busine

easyJet.com

easyInternetcafe .com

easyCar.comeasyValue.com

easyMoney.com

easyCinema .com

easyBus.co.uk

easyHotel.com

easy4men.com

easyJobs.comeasyPizza.com

easyMusic.com

easyCruise.com

easyMobile.com

easyWatch.com

easyVan.com

easyOffice.co.uk

easyHolidays.co.uk

easyAir-tours.com

easyFlights.co.uk

easyJet.com

easyInternetcafe .com

easyCar.com

easyValue.com

easyMoney.com

easyCinema .com

easyBus.co.uk

easyHotel.com

easy4men.com

easyJobs.com

easyPizza.com

easyMusic.com

easyCruise.com

easyMobile.com


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PR

Marketing is considered as core

competence at the easyGroupand within the marketing mix

public relations has always been

used extensively by easyGroup

companies. Advertising can be

very useul but it is relatively

expensive. PR can be just aseective and its ree!

easyGroup companies are not secretive, their business

plans are easy to understand and they are consumer-acin

This makes the use o public relations communicating

with consumers at large, usually through the media very

attractive. In addition, easyGroup companies have neve

away rom ights with larger companies. I a larger compwants to compete with you it can only be because they th

you have something to oer, so its worth publicising that

act. Consumers, and thereore the media, are generally v

interested in hearing about how and why they are paying

goods and services.

As a leading brand easyGroup companies now enjoy w

coverage in the media and consequently wide awarenessamong the public at large. Stelios himsel is an excellent

ambassador or the brand and inds time in his busy sche

to meet and be interviewed by the media. The result is re

exposure in the media or easyGroup companies.

easyGroup public relations is requent and loud, open,

quick to react, cheeky, un and takes its job rather than its

seriously. Dont ignore a journalist, theres nothing wrong

admitting I don't know, can I ind out?


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PR case studies

When British Airways tried to muscle in on

the low cost airline sector Stelios was onboard the inaugural light o their low cost

airline wearing an orange boiler suit. This

stunt gained international media coverage,

Well worth the price o a boiler suit! as

Stelios himsel remarked aterwards.

When the chie executive o Barclays Bank, which owns

Barclaycard, mistakenly remarked that credit cards were

expensive, he was oered an easyMoney credit card with

100,000 cash spending money already on it provided

he promised to cut up his Barclaycard and sent it to the

easyGroup. Although he declined the kind oer, the media

loved the story and gave easyMoney wide publicity.

Building such a high proile and open brand

helped to snowball the easyGroup relations

the public and the media. When ITV wanted t

a TV series in 1998 about running an airline

approached easyJet as an open-minded airline. The result has been

o the longest running docusoaps o all time. The Airline series has

running on primetime network television or seven years and is now iseries. Its warts and all television but invaluable PR or a company

growing ast and which sells direct to the public.

Sky Television has ollowed this mould and has made a TV series abo

easyCruise Cruising the Stelios way!. Once again its an honest

lie aboard easyCruiseOne rom both passengers and sta points o

its also weekly exposure on European-wide telev

building a brand and a reputation that would othcost millions in advertising.


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consumercommunicationbusiness advertising

The most eective easy

communication has been where the

product or service position has been

brought alive through an identiiable

image or photograph.

This can be done with either humour

or aspiration.

These historical examples show

these principles in action.

historical examples


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how touse Stelios

Stelios is a powerul asset in thebrands portolio.

His levels o consumer recognition

attract avourable attention to the

businesses.

To avoid overuse the From Stelios

and easy.com should be restricted

to launch communication to clearly

identiy the origin o these new

businesses.

When Stelios speaks it should

be combative to the old order

by taking on the big boys.


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appendices35 semi annual CEO dinner

36 FAQ

37 easyGroup contacts

38 list o contacts


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semi annual CEO dinner

Every 6 months the CEOs o the easy businesses meet in order to

discuss the progress and uture o the brand.


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FAQ

. Does Stelios own easyJet?The airline is listed on the London Stock Exchange so it has many

shareholders. Stelios remains the largest single shareholder.

2. Does Stelios run easyJet?As a public company, the airline is run by its own board o directorsand by a ull time management team.

3. Does Stelios charge easyJet a royalty for the use of thebrand?Stelios initially built the easy brand through easyJet, the irst easycompany. When easyJet was loated on the stock exchange, Steliosagreed a nominal royalty or use o the easyJet brand.

4. Do other easy businesses get access to the easyJetcustomer base?As each business has dierent shareholders, all dealings betweenthem is on arms-length terms and payment has to be made or suchcross marketing opportunities

5. Is Stelios himself available to the easy brand licenseesfor PR/advertising purposes?Stelios does make himsel available or such purposes especially atthe launch phase o an easy business. Needless to say that such usewill have to be made only ater he has given his approval in writing.

6. Can an easy brand licensee control what Stelios saysIn order to maintain the integrity o the easy brand licensing system

Stelios has to be ree to criticize a particular licensee in the way ituses the brand, irst in conidential communications and in extremecircumstances in public. Obviously inormation which has beenagreed to be kept conidential by both sides, will be kept conidenti

7. Who decides where the easybrand can be applied?The easyGroup and hence Stelios who owns it. He has more to loand gain rom the easy brand so he is best placed to decide.

8. Do easy businesses compete with each other?Yes they do. There are some restrictions imposed on each businessin the brand licence to mainly stick to their core activity but many d

compete and they do collaborate at the same time.

9. Are there risks with each brand extension?Yes there are. There is no reward without risk. But Stelios still believthat the beneits o building a common brand outweigh the risks. Thwhole is worth more than the sum o the parts!


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Steliosserial entrepreneur

[email protected]

Anthony Robb-JohnManaging [email protected]

Kirsten DohertyTrade Mark [email protected]

Gavin Richardson

Head o [email protected]

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easyGroup IP Licensing Ltd8 Hanover StreetLondonW1S 1YE

easyGroup IP Licensing Ltd, a UK company, is owned by easyGroupHoldings Ltd, a company incorporated in the Cayman Islands with a branchofce in Monaco as per the contact details below. The board o directors oeasyGroup Holdings Ltd comprises:Sir Stelios Haji-Ioannou ChairmanAndrew Cooper Finance DirectorPeter Barton Non-executive DirectorJean-Claude Eude Non-executive DirectorDavid Watson Non-executive Director

easyGroup Holdings Limited1, avenue Henri Dunant, 1251 Palais de La Scala,

MC 98000 MonacoContact: Andrew Cooper Email: andrew.cooper@easyGrou

easyGroup contacts

Stelios' giving back activities are now managed viathe Stelios Philanthropic Foundation:1, avenue Henri Dunant,1251 Palais de La Scala,MC 98000 Monaco

Marie-Louise BangFoundation [email protected]

Tracy GhoriUK [email protected]

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list of contacts

easyJetHangar 89, London Luton Airport, Luton, Bedordshire LU2 9PFContact: Carolyn McCall (CEO) Email: [email protected]

easyCar & easyVaneasyBus House, North Circular Road, Park Royal West, London NW10 7XPContact: Andrew Simpson (acting CEO) Email: [email protected]

easyBuseasyBus House, North Circular Road, Park Royal West, London NW10 7XPContact: Jonathan Crick (CEO) Email: [email protected]

easyHotel80-86 Old Street, London EC1V 9NN

Contact: Julian Arlett (CFO) Email: [email protected]

easyCruise362, Syngrou Avenue, 176 74 Kallithea, AthensContact: Sotiris Drecos (CFO) Email: [email protected]

easyOffice80-86 Old Street, London EC1V 9NNContact: Mark Smith (CEO) Email: [email protected]

easyGroup IP Licensing Ltd10 Sydney PlaceSouth KensingtonLondonSW7 3NLEmail: [email protected]

manages the ollowing brands:

easyInternetcafe

easyValue

easyMoney

easyCinema

easy4men

easyJobs

easyPizza

easyMusic

easyMobile

easyWatch

easyHolidays

easyAir-tours

easyFlights

The easyGroup Brand Manual

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Transcript of The easyGroup Brand Manual