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Airbus Purpose Framework
Messaging and Design Guideline
April 2018
Table of Contents
April 2018
The Airbus Purpose Framework | Messaging and Design
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#1 Basic design elements 1.0_Visual elements overview
#2 The Airbus Purpose Framework 2.1_Visualisation 2.2_The components and their visuals
#3 Overarching messaging 3.0_Headlines and supporting copy
#4 Graphical implementation 4.0_The visuals as part of typography 4.1_The visuals as part of typography ‘Don’ts’ 4.2_The visuals in context with imagery 4.3_The visuals in context with imagery ‘Don’ts’
#5 Applications 5.0_Example: Brochures 5.1_Example: Posters 5.2_Example: Hub 5.3_Example: Website 5.4_Overview
#6 Contact
#1
Basic Design elements
April 2018
The Airbus Purpose Framework | Messaging and Design
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1.0 Visual elements – overview
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Basic Design Elements
Logo
Typeface
Helvetica Neue LT
25 Ultra Light 45 Light 65 Medium 85 Heavy
35 Thin 55 Roman 75 Bold 95 Black
Descriptors
Basic elements
Colour palette
Main brand colours Showroom colours
White: Ceiling, wall, displays, floor
Black: Spacer, displays (optional)
Grey: Spacer, floor, Carbon grid, Key line
Silver: Special colour
Highlight colours and shades Black and
shades
Main colour Airbus Blue
Carbon grid
Secondary elements
Key line
Gradient
All our communication and design is based on our Airbus Basic Design Principles.
This overview shows the elements to be used together with the Airbus Purpose Framework.
For detailed information please refer to the Basic Design Principles.
Logo
Typeface
Helvetica Neue LT
25 Ultra Light 45 Light 65 Medium 85 Heavy
35 Thin 55 Roman 75 Bold 95 Black
Descriptors
Basic elements
Colour palette
Main brand colours Showroom colours
White: Ceiling, wall, displays, floor
Black: Spacer, displays (optional)
Grey: Spacer, floor, Carbon grid, Key line
Silver: Special colour
Highlight colours and shades Black and
shades
Main colour Airbus Blue
Carbon grid
Secondary elements
Key line
Gradient
Helvetica Neue LT
25 Ultra Light 45 Light
55 Roman 65 Bold
Logo
Typeface
Helvetica Neue LT
25 Ultra Light 45 Light 65 Medium 85 Heavy
35 Thin 55 Roman 75 Bold 95 Black
Descriptors
Basic elements
Colour palette
Main brand colours Showroom colours
White: Ceiling, wall, displays, floor
Black: Spacer, displays (optional)
Grey: Spacer, floor, Carbon grid, Key line
Silver: Special colour
Highlight colours and shades Black and
shades
Main colour Airbus Blue
Carbon grid
Secondary elements
Key line
Gradient
Logo
Typeface
Helvetica Neue LT
25 Ultra Light 45 Light 65 Medium 85 Heavy
35 Thin 55 Roman 75 Bold 95 Black
Descriptors
Basic elements
Colour palette
Main brand colours Showroom colours
White: Ceiling, wall, displays, floor
Black: Spacer, displays (optional)
Grey: Spacer, floor, Carbon grid, Key line
Silver: Special colour
Highlight colours and shades Black and
shades
Main colour Airbus Blue
Carbon grid
Secondary elements
Key line
Gradient
Logo
Typeface
Helvetica Neue LT
25 Ultra Light 45 Light 65 Medium 85 Heavy
35 Thin 55 Roman 75 Bold 95 Black
Descriptors
Basic elements
Colour palette
Main brand colours Showroom colours
White: Ceiling, wall, displays, floor
Black: Spacer, displays (optional)
Grey: Spacer, floor, Carbon grid, Key line
Silver: Special colour
Highlight colours and shades Black and
shades
Main colour Airbus Blue
Carbon grid
Secondary elements
Key line
Gradient
Imagery
April 2018
The Airbus Purpose Framework | Messaging and Design
Logo
Typeface
Helvetica Neue LT 25 Ultra Light 45 Light
65 Medium 85 Heavy
35 Thin 55 Roman 75 Bold
95 Black
Descriptors
Basic elements
Colour palette
Main brand coloursShowroom colours
White: Ceiling, wall, displays, floor
Black: Spacer, displays (optional)
Grey: Spacer, floor, Carbon grid, Key line
Silver: Special colour
Highlight colours and shadesBlack and
shades
Main colour Airbus Blue
Carbon grid
Secondary elements
Key line
Gradient
A carefully selected range of abstract
‘globe’ component visuals are used with
headline messages.
Airbus product images
#2
The Airbus
Purpose Framework
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The Airbus Purpose Framework | Messaging and Design
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2.0 Airbus Purpose Framework - visualisation
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The Airbus Purpose Framework
The framework has been visualised to represent a truly global company unified by a shared
purpose. Our Purpose connects to different components, each with a distinct role and visualised
circular motif.
The circular motifs are intended for internal use only at this stage and will not be used in external
communications. They should not be copied or replicated for any purpose other than presentation
of the framework itself.
April 2018
The Airbus Purpose Framework | Messaging and Design
2.1 The components and their visuals
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The Airbus Purpose Framework
Each motif should be recognised as an ambassador of its component term; therefore,
component terms, descriptions, and their visuals are linked together. Component terms
and visuals may not be interchanged or used randomly.
Component Description
Our Purpose emphasises why we exist and the
bigger role we play in the world. It is expressed as
a benefit to customers or stakeholders that they
really value.
Our Purpose defined is ‘to apply our passion for
aerospace to create a better connected, safer and
more prosperous world.’
Our Position represents the unique position our
brand occupies in the market vs. competitors.
It speaks to both our culture and business.
Our Position is defined as ‘we make it fly.’
Our Values represent core beliefs in action, and
drive behaviour, so that we deliver Our Purpose
and Ambition. Employees around the world have
come together to define our 6 values:
• We are One / Team Work!
• Customer Focus
• Reliability
• Respect
• Creativity
• Integrity
April 2018
The Airbus Purpose Framework | Messaging and Design
Component Description
Our Behaviour is most relevant for employees in
their day-to-day jobs, as this is how we expect
people to act in line with Our Values. These can
be measured and rewarded.
For example, to behave with integrity, employees
should always act ethically and speak up early
when aware of any non-compliant issues.
Our Ambition describes what success looks like in
terms of numbers and relationships. This must be
measurable.
Our Ambition is defined as ‘responsibly create
long term value for everyone involved with and
served by Airbus, whilst continuously streng-
thening our leadership, profitability and trust.’
Our Strategy focuses our thinking and resour-
ces, so that we can achieve our overarching
Ambition. Our Strategy prioritises three points:
1) create value for our customers through
innovation,
2) integrate our talents and diversities to become
more competitive, and
3) be international in our mindset and footprint
Our Priorities are most relevant for employees
in their day-to-day jobs, as these describe specific
tasks that will enable us to deliver against Our
Strategy at a divisional level.
For example, to deliver on our commitments in
Commercial Aircraft, a key priority is to achieve
industrial ramp-up on the A320 family and A350
XWB family.
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The Airbus Purpose Framework
2.1 The components and their visuals
April 2018
The Airbus Purpose Framework | Messaging and Design
#3
Overarching messaging
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The Airbus Purpose Framework | Messaging and Design
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Overarching messaging
3.0 Headlines and supporting copy
Headlines should be succint and focus on one Purpose Framework component that is visually
complemented by its motif. The key word in the headline can either be the component term
itself or a word from the component description. This is demonstrated in the examples below.
Supporting copy should be used to further explain the headline.
In this example, the headline key
word is the component term
‘Purpose.’
The supporting copy uses the
component term description (to
apply our passion for aerospace
to create a better connected,
safer and more prosperous
world).
In this example, the headline key
word is from the component
description (to apply our passion
for aerospace to create a better
connected, safer and more
prosperous world).
The supporting copy can be
used to expand on this headline.
April 2018
The Airbus Purpose Framework | Messaging and Design
#4
Graphical implementation
April 2018
The Airbus Purpose Framework | Messaging and Design
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4.0 The visuals as part of typography
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Graphical implementation
The visuals help to emphasise the components of Our Purpose with impact and emotion. They
also help to deliver important messages about our company. To create a memorable visual effect,
the motifs are integrated into the key words and headlines.
• The composition of typo-
graphy and visual motifs
always appear against an
Airbus blue background.
• The typography is preferably
white.
• The visuals always replace
an “O” within the headline.
April 2018
The Airbus Purpose Framework | Messaging and Design
• When using Helvetica Neue
LT Ultra Light, open up the
kerning for an elegant appeal.
It is possible to use two cuts of
Helvetica Neue LT for the
Headline:
• When using Helvetica Neue
LT Bold, give it a compact
look by using a tight kerning.
4.0 The visuals as part of typography
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Graphical implementation
The letters next to the visual may
overlap slightly, but the round
shape still has to be recognisable
and legible as an “O”.
If there is an overlap, the motif
always has to be behind the
letters, never in front of them.
The size of the motif relates to the x-height (x) of the word it corresponds with.
The approximate diameter can vary from at least 1.5 x up to 3 x.
April 2018
The Airbus Purpose Framework | Messaging and Design
4.1 The visuals as part of typography
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Graphical implementation
Don’ts
Never replace any other letter than an “O”
or more than one letter by a visual.
Don‘t use the visuals randomly – each visual has to
be used for its particular message.
Do not show the visuals against another
background colour than Airbus Blue.
Please stick to the defined sizes for the motifs.
Do not shrink or enlarge the motifs beyond the
guideline recommendation.
The visuals may never appear separated
away from the typographic message.
April 2018
The Airbus Purpose Framework | Messaging and Design
4.2 The visuals in context with imagery
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Graphical implementation
The Airbus Purpose is something that comes from deep within the company. This is why its
graphical transposition is always clearly embedded in an Airbus context – by sharing the same
medium, the same background or by compositing images in a defined way.
The only occasion in which the headline-visual-combination may appear alone within a format is
when it is clearly part of an existing Airbus environment. Some relevant examples include on a
website, on a double page within an Airbus brochure or within an Airbus showroom or exhibition
stand.
For stand alone media, a visual connection between the motifs and the Airbus brand is created by
composing them with product shots. To guarantee a coherent appearance, please respect the
definitions and guidance for compositions on the following pages.
Like a banner or as a part of a slide show on an Airbus website. Within a brochure or magazine, close to product shots or images
that show the world of or company.
April 2018
The Airbus Purpose Framework | Messaging and Design
The photos on this page are for example purposes only as not all image rights are available.
4.2 The visuals in context with imagery
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Graphical implementation
A smooth transition from a product shot to an Airbus Blue sky helps to arrange the headline and
visual within stand alone formats. The headline / message has to be clear and focused, so please
ensure that there is generous space between the headline and image.
Images are placed
within the lower quarter
of the format.
The headline and
image need to be
separated by
a distance preferrably
1/3 or at least ¼ of the
format.
April 2018
The Airbus Purpose Framework | Messaging and Design
4.3 The visuals in context with imagery
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Graphical implementation
Don’ts
Always make sure there is enough
space between the headline and images.
Don‘t use static images, as this does
not communicate progress.
April 2018
The Airbus Purpose Framework | Messaging and Design
Don‘t use 90° top down shots as this
creates unnatural transitions.
Avoid images that don‘t show an aeronautical
context or unmistakably Airbus surroundings.
#5
Applications
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The Airbus Purpose Framework | Messaging and Design
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5.0 Example: Brochures
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Applications
April 2018
The Airbus Purpose Framework | Messaging and Design
The photos on this page are for example purposes only as not all image rights are available.
5.1 Example: Posters
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Applications
April 2018
The Airbus Purpose Framework | Messaging and Design
The photos on this page are for example purposes only as not all image rights are available.
5.2 Example: Hub
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Applications
April 2018
The Airbus Purpose Framework | Messaging and Design
The photos on this page are for example purposes only as not all image rights are available.
5.3 Example: Website
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Applications
April 2018
The Airbus Purpose Framework | Messaging and Design
The photos on this page are for example purposes only as not all image rights are available.
Contact
If you have any questions,
please contact:
Airbus
Brand Management Team
Email: [email protected]