Alitalia AirlinesGraphic Identity Guide

Contents

A. Introduction A 1

A 2

B. Signature B 1

Symbol B 2

Primary Signature grid, clear space, minimum size B 3

Second Configuration grid, clear space, minimum size B 5

Third Configuration grid, clear space, minimum size B 7

Alitalia Color B 9

Reversed Color B 11

Value Chart B 12

Secondary Graphic Element B 13

Incorrect Usage B 15

C. Typography C 1

Typography I C 2

Typography II C 3

D. Stationery System D 1

Letterhead D 3

Business Card D 5

Envelope D 6

E. Application E 1

Poster Grid E 2

Poster Series I E 3

Poster Series II E 7

Website E 11

Boarding Pass E 13

Baggage Tag E 14

Alitalia Uniform E 15

Alitalia Exterior E 16

Alitalia Interior E 17

A.IntroductionAlitalia — Company Aerea Italiana S.p.A.(Italian for Alitalia - Italian Air Company), is an Italian airline. It has bought some assets of Alitalia - Linee Aeree Italiane S.p.A. (which is in special administration and liquidation, BIT: AZA10). Headquartered in Rome, it operates services to 24 domestic and 66 international destinations. Alitalia is the world’s 19th largest passenger airline by fleet size. The airline’s hub is Leonardo da Vinci-Fiumicino Airport, Rome. Although Malpensa Inter-national Airport, Milan was one of Alitalia’s hubs, it has been downgraded to a focus city with the transition completed by April 2008, leaving Rome as the airline’s only hub.

January 13 is an important date on the calendar for Italian air travel: the new national airline takes to the air. From January 13 Air One and Alitalia will merge their networks, fleets and organizational, commercial and administrative structures. The integration of the two Italian airlines is a new beginning for Alitalia. Above all else, this means an improvement in the organiza-tion of the network, with 70 national and international destinations, more than 2,300 weekly flights, and six important airport hubs: Rome Fiumicino, Milan, Turin, Venice, Naples and Catania. This organizational model will ensure faster connections from the Italian provinces to Europe and the rest of the world. Furthermore, cover-age will be guaranteed to the rest of the country with 23 national destinations. Alitalia further guarantees a large number of both international and intercontinental

flights: with 47 destinations in Europeand around the world, along with comfort-able connecting flights to national destina-tions. In addition, with the arrival of the new summer season, the network will be further enhanced with the successive opening of new destinations. Another of Alitalia’s strong point will be its flight times, specifically studied to satisfy the needs of their customers, this means that it will often be possible to have a same day return flight to the main national and European cities. The new national airline will be characterized by the renovation of the fleet which will now include more modern airplanes which are more environmentally friendly and ensure a better flight experience.

The New AlitaliaA new Alitalia will take to the skies From January 13 is an important date on the calendar for Italian air travel: the new national airline takes to the air. From January 13 Air One and Alitalia will merge their networks, fleets and organizational, commercial and administrative structures. The integration of the two Italian airlines is a new beginning for Alitalia. Above all else, this means an improvement in the organi-zation of the network, with 70 national and international destinations, more than 2,300 weekly flights, and six important airport hubs: Rome Fiumicino, Milan, Turin, Venice, Naples and Catania. This organizational model will ensure faster connections from the Italian provinces to Europe and the rest of the world. Furthermore, cover coverage will be guaranteed to the rest of the country with

A1 Introduction

23 national destinations. Alitalia further guarantees a large number of both interna-tional and intercontinental flights: with 47 destinations in Europe and around the world, along with comfortable connecting flights to national destinations. In addition, with the arrival of the new summer season, the network will be further enhanced with the successive opening of new destinations. Another of Alitalia’s strong point will be its flight times, specifically studied to satisfy the needs of their customers, this means that it will often be possible to have a same day return flight to the main national and European cities. The new national airline will be characterized by the renovation of the fleet which will now include more modern airplanes which are more environmentally friendly and ensure a better flight experi-ence. The new Alitalia is the result of a private business venture whose goal is to improve the quality of the services offered and focus more attention on customer needs, secure in the knowledge that these elements are essential for the development of both business and companies. These objectives will symbolize the new national airline, objective of making passengers cen-tral to the company’s development strategy.

The commitment to guarantee quality services both on the ground and in-flight will ensure a typically Italian style trip characterized by excellence. Alitalia takes to the skies with the objective of becoming the number one airline in Italy, as well as an international player.

A2 Introduction

B.SignatureAt the core of the Alitalia Airline is the identity system. And the cornerstone of the identity is the Alitalia signature, our logo. This guide will help you to implement the signature correctly and ensure that Alitalia realizes the greatest value from our brand.

The signature is the single strongest visual element in our identity system; therefore, it must be applied consistently and correctly in every application to effectively build aware-ness in our service mark. By following the signature use guidelines and applying the basic color and typographic principles de-scribed in this booklet, every application of the Alitalia signature and supportive design elements will convey the optimum Alitalia image in a clear recognizable manner. The information contained in this guide should be shared with all Alitalia employees, outside vendors and suppliers in all areas who are responsible for using the Alitalia signature in communication materials.

B1 Signature

B2 Symbol

Symbol

The Alitalia logo is the primary visual expression used to identify all of the components of our platform. Our signature is a unique expression of our brand identity and is comprised of two element; the Alitalia symbol and logotype. These elements work in unison to reflect the evolution our platform and the vision we have for its future.

file_logo1_eps

B3 Primary Signature

file_logo2_eps

Primary Signature

Together, the symbol and logotype communicate our values and principles. For this reason it is not encouraged to separate the two elements. How-ever, if you lack space, such as on small promotion items or badges, you can use Alitalia symbol on its own. Before doing this, please speak to the branding term in the Strategic Communications Group for advice. The logo consists of the Alitalia symbol and Alitalia logotype as shown.

All elements have been specially drawn and should not be altered in any way. Please only use it from artwork provided by the branding team in the Strategic Communications Group. No other logo(s) should be developed within the Alitalia. By maintaining the integrity and exclusivity of the Alitalia logo, the Alitalia identity will not be compromised in any way. The logo can only be used once within any page layout.

B4 Grid and Clear Space

A.

x

A. Grid

B. Minimum Clear Space

An exclusion zone matching the height of the one door figure of symbol (x) to ensure it stands out. Please leave this space free from text, graphics and images.

When using the Alitalia symbol on its own, this must remain the same.

b.

c.30mm

10mm

C. Minimum Size

Print: Reproduce the logo at 300 dpi using vector artwork to avoid pixilation. The minimum size is 38mm wide, including clearspace.Interactive: The minimum size is 38 pixels wide, including clear space.

30mm x 10mm

x = 1/2 symbol

10mm 18mm

x

B5 Second Configuration

file_logo3_eps

Second Configuration Signature

Second configuration signature is the preferred for print application, such as posters and brochures.

B6 Second Configuration Grid and Clear Space

x

x

B.A.

C.

13mm

30mm

24mm

8mm

A. Grid

B. Minimum Clear Space

An exclusion zone matching the height of the one door figure of symbol (x) to ensure it stands out. Please leave this space free from text, graphics and images.

When using the Alitalia symbol on its own, this must remain the same.

C. Minimum Size

Print: Reproduce the logo at 300 dpi using vector artwork to avoid pixilation. The minimum size is 38mm wide, including clearspace.Interactive: The minimum size is 38 pixels wide, including clear space.

30mm x 13mm

x = 1/2 symbol

B7 Third Configuration

file_logo4_eps

Third Configuration Signature

Third configuration signature is the other version of horizontal alignment with full naming Alitalia.

B8 Third Configuration Grid and Clear Space

A. B.

x

x

C.

15mm

9mm13.5mm

A. Grid

B. Minimum Clear Space

An exclusion zone matching the height of the one door figure of symbol (x) to ensure it stands out. Please leave this space free from text, graphics and images.

When using the Alitalia symbol on its own, this must remain the same.

C. Minimum Size

Print: Reproduce the logo at 300 dpi using vector artwork to avoid pixilation. The minimum size is 38mm wide, including clearspace.Interactive: The minimum size is 38 pixels wide, including clear space.

15mm x 13.5mm

x = 1/2 symbol

Alitalia Colors

The Alitalia logo is made up of two colors: gray and blue. Use current edition of PANTONE color matching guides. The colors printed here are represent only and not true to the specifica-tions. Guidance on how to use each color is available under the section “Color palette” page.

A. Color

Whenever possible, please reproduce the logo in Alitalia 4 colors with gray logotype and on a white background as this will ensure that our corporate colors are visible.

Alitalia Blue

Cmyk C 100 m 100 y 100 k 100

RGB R 0 G 0 B 0

PANTONE DS 184-1 U

Alitalia Gray

Cmyk C 0 m 0 y 0 k 80

RGB R 85 G 85 B 85

PANTONE 325-2 U

Alitalia White

Cmyk C 0 m 0 y 0 k 44

RGB R 158 G 161 B 163

PANTONE DS 196-1 U

B9 Alitalia Color

A.

B. Mono

Where you have print or technical restrictions and need to reproduce the logo as a single color, ensure it is 100% black.

C. Grayscale

Where you have print or technical restrictions and need to reproduce the logo as a grayscale version.

Alitalia Black

Cmyk C 100 m 100 y 100 k 100

RGB R 0 G 0 B 0

PANTONE DS 329-1 U

Alitalia Gray

Cmyk C 0 m 0 y 0 k 80

RGB R 85 G 85 B 85

PANTONE DS 325-2 U

B10 Alitalia Color

B. C.

file_logo5_eps file_logo6_eps

B11 Alitalia Reversed Color

A. B.

Alternative Logos

The standard version of the Alitalia logo is always the preferred version for all media: Cmyk, RGB, PmS. If this is not possible, a negative version or a mono version should be used. When the Logo needs to on a colored background, the logo can be reversed out of its background in white. Whenever possible, use the Alitalia blue background as this will ensure, that our primary corporate color is represented. If this is not possible, reversed logo out of black.

A. Reversed Alitalia logo on Alitalia Blue background.

B. Reversed Alitalia logo on Alitalia Black background.

file_logo7_eps file_logo8_eps

10% 20% 30% 40% 50%

60% 70% 80% 90% 100%

C.

C. Value Chart

The value chart is used for Alitalia advertisements and posters. The black version of Alitalia logo should be used with 30% to 50% gray background. Also, the logo should be changed to the pure white version with an 80% and 90% gray background. The original color of the Alitalia logo is applied to the 10%, 20%, 60%, 70% range of the grayscale. On pure black background, the Alitalia blue should be brighter than the original one so that it ensures visibility.

B12 Alitalia Value Chart

B13 Secondary Graphic Elements

Graphic Element

Patterns have been created for the Alitalia design system. These patterns can be used as safety patterns for checks, forms or envelop interiors. They may also be used as background texture in printed materials such as brochures, or in promotional items like shirts or caps. This pattern was derived from the Alitalia signature.

A. Graphic Element I

The colors coded outline of the Alitalia Symbol. The lines of the Alitalia color key.

B. Graphic Element II

The color coded linear repetition of the Alitalia symbol.

file_logo7_eps

A.

B.

B14 Reversed Secondary Graphic Elements

C. Reversed Graphic Element I

Reversed Pattern A on the background of Alitalia color key.

D. Reversed Graphic Element II

C.

D.

Incorrect Usage

A. Do not change the direction of symbol.

B. Do not outline the symbol.

C. Do not allow the symbol to appear in unap-proved colours.

D. Do not transpose the approved color scheme.

E. Do not allow the symbol to become distorted due to improper scaling.

F. Do not alter or typeset the logotype.

G. Do not create patterns with the symbol.

H. Do not add graphic effects to the symbol.

A. B.

E. F.

B15 Incorrect Usage

C. D.

G. H.

B16 Incorrect Usage

TypographyThe typefaces listed here are approved for use as the support typography for advertis-ing, marketing, publications, signage, etc. They have been chosen for their compatibility with the Alitalia. All weights, (regular, bold) and versions (condensed, expanded, italic) may be used.

The consistent use of these recommended fonts will help establish typography as a recognizable Alitalia identification element while reinforcing a unified family appearance among communication materials. In situa-tions where the recommended fonts may not be available, Arial and Times Roman may be used as substitutes.

On stationery and office forms, Baskervile is the primary font. Baskervile should be used for headlines and titles, and also on print pieces such as brochures and letterhead.

C.

C1 Typography

baskerville18pt.

a b c de f gh i j k l m nop qr st u v w x y zab c de fgh i j k l m nop qr s t uv w x y z123 45678 9 0 , ; :/( )“ ”@ ?!

baskervilleItalic18pt.

a b c de f g h i jk l m nop qr s t u v w x yza bcd e f g h i j k l m n o pq r s t u v wx yz1234567890 , ; :/( )“ ” @ ? !

robert, petersongeneral manager350 fifth avenue, suite 770

new york, ny 10118p 212-841-7300 f 212-587-0989

A.

B.

C2 Typography I

Typography I

Baskerville should be used for stationery system: letterhead, envelop, and business card.On stationery and office forms, Baskervile is the primary font. Baskerville should be used for headline and titles, and on print pieces such as brochure and letterhead.

A. Baskerville Regular

B. Baskerville Italic

Typography II

The consistent use of these recommended fonts will help establish typography as a recogniz-able Alitalia identification element while reinforcing a unified family appearance among communication materials. On poster and advertisement, DIN is the primary font. Din should be used for headlines and titles.

A. Din Light

B. Din Regular

C. Din Bold

D. Din Italic

C3 Typography II

Daily Non-Stop Flight From malpensa Airport To Los Angeles.

NewAlitaliaDestinations.

B.

A.

C.

Alitaliathe wings of Italy

D.Flying with the New Alitalia

C4 Typography II

DinRegular18pt.

A B CDEFGHI jk L mNOP q R S T U V W x y zab cdef gh i jk l mnop qr s tu v w x y z12 3 4 5 67 8 9 0 , ; : / ( ) “ ”@ ?!

Dinbold18pt.

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 f g h i j k l m n o p q r s t u v w x y z12 3 4 5 67 8 9 0 , ; : / ( ) “ ”@ ?!

DinLight18pt

A bcDefghI jk L mNop q R s t u v w x y zabcdefgh i jk l mnop qr s tu v w x y z12 3 4 5 67 8 9 0 , ; : / ( ) “ ”@ ?!

DinItalic18pt.

A b cd efg h Ij k lm n o p q r st u v w x y za b cd ef g h i j k l m n o p q r s tu v w x y z12 3 4 5 67890 , ;: / ( ) “ ”@?!

Daily Non-Stop Flight From malpensa Airport To Los Angeles.

NewAlitaliaDestinations.

Alitaliathe wings of Italy

Flying with the New Alitalia

Stationery SystemLetterhead, envelopes and business cards work together to project a consistent and recognizable image in our daily correspondence. All stationery is ordered centrally to ensure consistency. Elec-tronic templates are available for personalizing and formatting the content of letters, memos and faxes.

D.

D1 Stationery System

D2 Stationery System

D3 Letterhead

alitalia airline incmaintenance planning

alitalia, new york

350 fifth avenue, suite 370new york, ny 10118

phone 212-841-7300 fax 212-587-0989 web alitalia.it

march,272009

Letterhead

All general letterhead should follow the layout shown above. The position of the signature and address information is always consistent. Personalized letterhead with department names and centers of excellence are on the following page.

a. 9.5mm

b. 5.0mm

c. 17.0mm

d. 11.0mm

e. 5.0mm

f. 6.0mm

g. 58.0mm

a.

d. e. f. g.

b.

c.

D4 Letterhead

Second Page Letterhead

a.

d. e.

b.

c.

Business Card

All business cards should follow the layout shown above. The position of the signature and address. Personalization information is always consistent. The information should be arranges in the line of Alitalia typography. Business cards may be ordered in two side card. One side should contain contract information (i.e. address lines, phone, fax, e-mail, cell phone etc.) and the original signature on the left top. On the other side, solid color of primary Alitalia blue.

Aa. 4.0mm

Ab. 32.5mm

Ac. 11.0mm

Ad. 7.0mm

Ae. 8.5mm

Af. 9.0mm

B. Solid color of primary Alitalia Blue.

D5 Business Card

A.

b.

a. b. c.

d.

e.

f.

robert, petersongeneral manager

alitalia, new york350 fifth avenue, suite 370new york, ny 10118p 212-841-7300 www.alitalia.it

Envelope

All envelopes should follow the layout shown above. The position of the signature and address information is always consistently placed in the upper left corner as shown. Typing guidelines are shown in gray.

Ca. 4.5mm

Cb. 6.0mm

D6 Envelope

b.

a.

C.

ApplicationThe Poster introduces the new design of the Alitalia logo. Its purpose is to bring awareness to its new visual identity.

To introduce Alitalia, all posters should follow the layout shown this page. The position of the signature is always consistent. The color of the signature should follow the value chart. The signature should be on the top right corner of the posters. The title and information of the destina-tions should be placed under the signature.

E.

E1 Application

Poster Grid

Poster should follow the layout shown above. The position of the signature is always consistently placed in the upper right corner as shown.

This series of posters are for introducing the new Alitalia signature to public. Its purpose is to bring awareness to its new visual identity.

A. Logo Area

B. headline and Body Text

A.

B.

E2 Poster Grid

E3 Poster Series I

Poster Series I

Poster should follow the layout shown above. The position of the signature is always consistently placed in the upper right corner as shown.

This series of posters are for introducing the new Alitalia signature to public. Its purpose is to bring awareness to its new visual identity.

E4 Poster Series I

E5 Poster Series I

Poster Series I

E6 Poster Series I

E7 Poster Series II

Poster Series II

This series of posters are for introducing the new Alitalia signature to public. Its purpose is to bring awareness to its new visual identity.

To introduce Alitalia, all posters should follow the layout shown above. The background color should be always white. The position of the signa-ture is always consistent. The full signature should be on the top right corner of the posters.

E8 Poster Series II

E9 Poster Series II

Poster Series II

E10 Poster Series II

E11 Website

Alitalia website

The new Alitalia is applied on website. In the middle of the website, not only the Alitalia motion piece is showing, but also the Alitalia programs are introducing.

E12 Website

E13 Boarding Pass

Boarding Pass

E14 mobile Boarding Pass and Baggage tag

Mobile Boarding PassBaggage Tag

E15 Alitalia Airplane

Alitalia Uniform

Alitalia Exterior

E16 Alitalia Uniform

E17 Airline Interior

Alitalia Interior

A. Economy Class

B. Business Class

Schoeller FabricPantone 273 U

A.I. Seat Textile

kydexPantone Cool Gray 2U

A.I. Seat TextilePantone Cool Gray 10

TrimoPantone Cool Gray 8U

A.

E18 Airline Interior

Schoeller FabricPantone 273 U

A.I. Seat Textile

A.I. Seat Leather BPantone Cool Gray 2U

kydexPantone Cool Gray 10

TrimoPantone Cool Gray 8U

B.

Color & Material

E19 Alitalia Interior

Schoeller FabricPantone 273U

A.I. Seat Leather BPantone Cool Gray 2

A.I. Seat Leather CAlitalia Gray 1 on Alitalia Gray 2pattern embossed

A.I. Seat Leather APantone 273 U

A.I. Seat TextileAlitalia Gray 1on Alitalia Gray 2

TrimoPantone Cool Gray 10U

kydexPantone CoolGray 2U

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