aereo argentina - brand manual

IDENTITY MANUAL

THE COMPANYINTRODUCTION 3

THE BASICS 4LOGO 6COLORS 16TYPE 18

STATIONERY 20 LETTERHEAD 22ENVELOPE 24BUSINESS CARD 26

TOUCHPOINTS 28ADVERTISING 30KIOSK 34CHECK-IN 36UNIFORM 38AIRPLANE 40INTERIOR 44VEHICLE 48BOARDING 50ESSENTIAL TRAVEL KIT 54

TABLE OF CONTENTS

2

THE

COMPANY

3

INTRODUCTION

Aereo Argentina strives to provide the best customer service that leaves its consumers wanting to come back for more. Aereo Argentina prides themselves in offering a comfortable ride, one of a kind service and plenty of smiles.

This emphasis on service is what makes Aereo Argentina the only air-line based in Argentina that is known for their excellence in service and comfort. Ensuring it to be a favorite amongst its local competitors.

THE

COMPANY

4

THE

BASICS

5

THE

BASICS

6

LOGO: INSPIRATION

Aereo Argentina’s logo was inspired by Argentina’s national em-blem; the Sun of May. The Sun of May can be seen throughout the country of Argentina. It is most known for its appearence on the nation’s flag.

Using this national icon as inspira-tion helps Aereo Argentina identify with its native country and brings a strong sense of community as it implements its identity through the airline industry,

8

MARK

LOGOTYPE

X 1

X0.3 X0.3

X 1X 1

X 1

X 1

X .18

X .18

X .18

X .18

X 1

AEREO ARGENTINA

LOGO: GUIDELINES

The symbol for Aereo Argentina is a very simplified abstraction of the Sun of May. The two key ideas taken from the mark are the sun and the smile. These two ideas signify Aereo Argentina’s key mission to provide great service. Both ideas help bring a positive experience to consumers as they interact with the mark through-out the service experience.

The logotype was selected with care to compliment the mark of the logo. The rounded forms of this type-face balance well with the rounded

form of the sun and together create something that is bold and solid; two qualities that are important to Aereo Argentina strives to be.

It is important to create a change in line width between the two words of the logotype. This logo was de-signed to emphasize the word “Ar-gentina” and to do so, the word has been presented in a medium weight in the Gotham typeface. Therefore, the word “Aereo” is presented in Go-tham’s book weight.

9

MARK

LOGOTYPE

X 1

X0.3 X0.3

X 1X 1

X 1

X 1

X .18

X .18

X .18

X .18

X 1

AEREO ARGENTINA

10

AEREO ARGENTINA

LOGO: WITH DARK BACKGROUND

When the logotype is used with a dark background there are some standards that must be followed. The biggest change in the logo is the color of the logotype. The type must change to white when presented on a dark background. The mark remains the same.

When placing the logo on a dark background. There is only one option for the background color. To keep the identity solid and cohesive it is important that the background color remains the navy blue standard that is presented in this manual.

11

AEREO ARGENTINA

12

AEREO ARGENTINA

AEREOARGENTINA

LOGO: WITHOUT MARK

When the logotype is used with-out the mark, the mark must be pres-ent within the composition as a bleed. The mark should bleed off two sides and should be significantly enlarged compared to the logotype.

When the logotype is indepen-dent from the mark, there are two ways to present the logotype; right aligned or in a single line. When the logotype is in a single line, there should be no space between each word, and the change in line width should remain the same as it is pre-sented in the original logo.

13

AEREO ARGENTINA

AEREOARGENTINA

RIGHT ALIGNED:

SINGLE LINE:

14

AEREO ARGENTINA

AEREO ARGENTINA

AEREO ARGENTINA

AEREO ARGENTINA

AEREO ARGENTINA

AEREO ARGENTINA

AEREO ARGENTINA

AEREO ARGENTINA

1.)

2.) 4.)

3.)

LOGO: USAGE GUIDELINES

Aereo Argentina’s logo must ad-here to the guidelines below to main-tain a clear identity throughout the brand. The following are examples of improper uses for the Aereo Argen-tina logo.

1.) Do not use a background that

is close to the same tone or color

range of the logo mark. The whole

logo must be clearly legible.

2.) The logomark must always be

presented in the three standard

shades of yellow (listed on page

10). The mark should never be all

one color or three shades of a dif-

ferent color.

3.) The word “Argentina” in the

logotype should be emphasized

with an increased weight in the

Gotham typeface. “Aereo” should

be book, while “Argentina” should

always be emphasized in medium.

4.) Never use an alternate typeface

for the logotype. Gotham book &

medium must be the only typeface

used in Aereo Argentina’s identity.

15

AEREO ARGENTINA

AEREO ARGENTINA

AEREO ARGENTINA

AEREO ARGENTINA

AEREO ARGENTINA

AEREO ARGENTINA

AEREO ARGENTINA

AEREO ARGENTINA

1.)

2.) 4.)

3.)

LOGO: IMPROPER USAGE

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PANTONE 2965MC100 M38 Y0 K64

R0 G58 B99


R238 G177 B17

PANTONE 123CC0 M24 Y94 K0R255 G196 B37


PANTONE 122CC0 M4.07 Y19.14 K0

R255 G241 B210

COLORS

The standard colors for Aereo Argentina are meant to project a warm and happy feeling. The tones of yellow are inspired by the Sun of May and range from a golden to a very light yellow that is designed to be used as a neutral tone for light backgrounds.

The navy blue is to be used in place of where black is standardly used. It has more warmth than a black. Blue has also been proven to give consumers a feeling of calmness and serenity.

17


R0 G58 B99


R238 G177 B17



PANTONE 122CC0 M4.07 Y19.14 K0

R255 G241 B210

18

G

TYPE: GOTHAM FAMILY

The Gotham Family typeface was chosen for it’s bold structure and rounded forms. Both of these quali-ties also visible in the mark. The solid structures give a feeling of reliability that Aereo Argentina strives for.

The Gotham Family is the stan-dard typeface for the entirety of Aereo Argentina’s identity. But Gotham Book and Gotham Medium are the two weights that are favored among the family

19

G

GOTHAM BOOK

GOTHAM MEDIUM

ALPHABET

ALPHABET

EXTRAS

EXTRAS

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

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

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

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

1234567890 ! @ # $ % ^ & * ( ) < > ? ” ’ ; : { } [ ]

1234567890 ! @ # $ % ^ & * ( ) < > ? ” ’ ; : { } [ ]

20STATIONERY

21STATIONERY

22

Av Costanera R. Obligade, Buenos Aires, Argentina

+54 11 4576-5300 [email protected]

STATIONERY: LETTERHEAD

Aereo Argentina’s letterhead is in the IOS Standard A4 size. The Type-face and point size for the informa-tion on the bottom are as follows:

LETTERHEAD INFORMATION: 10 ptGOTHAM MEDIUM

9 ptGOTHAM BOOK

23

LETTERHEAD CONTINUATION SHEET

28 cm

21 cm

24

Av Costanera R Obligade, Buenos Aires, Argentinawww.aereoargentina.com

STATIONERY: ENVELOPE

The size of the envelope ensures that both the ISO-A4 and standard letter sized paper will fit when tri folded. The return address standards are as follows:

11 ptGOTHAM MEDIUM

10 ptGOTHAM BOOK

RETURN ADDRESS:

25

23 cm

10 cm

26

JORGE GONZALEZPresidente

Av Costanera R. ObligadeBuenos Aires, Argentina

+54 11 4576-5300 [email protected]

STATIONERY: BUSINESS CARD

The business card contains the same elements as the rest of the stationery, with the addition of a pop of color on the edges. The type stan-dards for the employee information are as follows:

EMPLOYEE INFORMATION:

GOTHAM MEDIUM | 10 pt

GOTHAM BOOK ITALIC | 9 pt

GOTHAM BOOK | 8 pt

28TOUCHPOINTS

29TOUCHPOINTS

TOUCHPOINTS: SERVICE & COMFORT

Aereo Argentina strives to provide more than just air transporation for its consumers. The expe-rience and service provided is just as important to Aereo Argentina if not more. Great service creates brand equity among consumers.

Because of this mission, Aereo Argentina provides touchpoints that have been catered to enhance the consumers experience. Each moment the consumer spends with the brand is vital and Aereo Argentina goes above and beyond to linger with the consumer beyond the point of service.

Each touchpoint has been designed with the consumer’s experience in mind. Allowing for the ideal experience for all.

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When advertising Aereo Argen-tina’s services, it is important to focus on the experience that a consumer will have. This advertising campaign compares experiences tourists en-counter while visiting Argentina and compares the pleasure of that mo-ment to the flight they will have while flying Aereo Argentina.

TOUCHPOINTS: ADVERTISING

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SINGLE PAGE AD

33

FULL PAGE SPREAD

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The kiosk’s for Aereo Argen-tina are designed to be modern and simple. With a easy user interface, the consumer can check-in without a problem. The interface has been carefully designed to require minimal click-throughs so check-in is efficient and easy.

This careful design allows for minimal lines, and minimal assistance. Giving the consumer monetary gain in the value of time.

TOUCHPOINTS: KIOSK

36

TOUCHPOINTS: CHECK-IN COUNTER

The check-in counter is designed to fit the aesthetic of Aereo Argenti-na’s brand. Using the standard check-in counter provided in an airport, the main goal for designing the check-in counter is to make it easily recogniz-able so that consumers walking into the airport can find it quickly among the other airlines in the airport.

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TOUCHPOINTS: UNIFORM

When focusing on the quality of ser-vice, the uniform goes way beyond the outfit in which the Aereo Argentina em-ployees are wearing. While appearance is important, the attitude, knowledge & actions are what can make or break a service experience.

That being said, Aereo Argentina goes beyond the articles of clothing and requires vigorous training for all em-ployees as well as an emphasis on the imortance of a smile and attitude.

The uniform for employees is a tai-lored look that is professional and clean. The suit is always in navy while the em-ployee can accessorize with items that have the yellow tones of the identity.

39

SMILELONG HAIR UP

APPROACHABLE

40

TOUCHPOINTS: AIRPLANE

Aereo Argentina’s airplane is bold and strong. Using the lightest gold of the mark and the navy as accent col-ors throughout the plane, the design uses the horizontal striping from the mark as an accent element through-out the plane.

The plane is created using 3M opaque premium vinyl in the colors: “light navy” and “birght yellow”

44

TOUCHPOINTS: INTERIOR

Aereo Argentina provides com-fort in every part of the airplane cabin. From first class to economy everyone is provided in personal entertainment, USB ports in each TV, and comfortable seating.

The enjoyment of a long flight starts with comfort and Aereo Ar-gentina makes sure that everyone is comfortable throughout the trip.

48

TOUCHPOINTS: VEHICLE

The utility vehicle for Aereo Ar-gentina follows the same guidelines as the rest of the identity. Using the mark as a bleed to identify the com-pany affiliation from far away this van can be easily recognizable from a distance.

50

TOUCHPOINTS: BOARDING PASS

The design of the boarding pass is very strategic. To help travel-ers who are in a rush or are over-whelmed by the information pro-vided on a normal boarding pass, Aereo Argentina has implemented a hierarchy system to present the information in a sensible way.

After a traveler enters the air-port and receives their boarding pass, their next step in the service experience is locating their gate and figuring out how much time they have to get there. Becuase of this, the boarding time and gate nuber are larger and easy to locate.

Everything on the boarding pass is in order of hierarchy and a need to know basis. To assist the employees of TSA and flight attendents of Aereo Argentina, information such as the name of the passenger and flight number are just as accessable.

Each class ticket is identifi-able through a color coding system implemented. Gold is for first cass passengers, blue for business class & economy class is presented in grey to save on printing costs, since economy class produces the most tickets.

52

TOUCHPOINTS: BOARDING ENVELOPE

The boarding envelope is meant to be convenient, not a nuisence. Many other airlines provide a flap on the envelope, making it hard to ac-cess the information on your flight on the run. Aereo Argentina’s envelope and layout of the boarding pass work for the consumer so that all the im-portant information is accessable in or outside of the envelope.

54

TOUCHPOINTS: TRAVEL ESSENTIALS

To ensure that consumers are in touch with the brand beyond the service provided, Aereo Argentina is implementing service evidencing among their passengers. Providing them with a travel bag with essen-tial items needed for traveling in an airplane. They are all items that have the potential to stay with the passenger beyond the actual flight.

Each item has a specific pur-pose and use that helps to make the flight as enjoyable as possible. The reasoning for each item is explained on the back of the travel bag so the message is delivered clearly to all.

The back of the bag lists the items in the following manner:

THIS BAG CONTAINS:

A water bottle to stay hydrated. A

pack of gum to fight off ear popping.

Hand sanitizer to fight off germs en-

countered in cabin. 2 doses of Bonine

to prevent motion sickness

Each item is sponsored by a credible company to ensure reliable products to be distributed among Aereo Argentina’s customer base.

56

These are the contents of the essential travel bag. All sharing the elements of the pale yellow stripes to give it a cohesive look and feel as a group of items.

60IDENTITY CREATED BY:

CARLY HAYES

aereo argentina - brand manual

Documents

word aereo

aereo argentina prides

country of argentina

aereo argentinas key

background color

service experience

great service

kind service