全球500強(qiáng)vi設(shè)計資源設(shè)76挪威航空

1、Graphics GuidelinesUPDATED 09.11.2012IndexTHE GRAPHICS GUIDELINESThe logo story910111213141516171819202122The official Finnair logoProhibited use of the logoThe official F emblemThe official F emblem versionsProhibited use of the F emblemThe Finnair brand hierarchyPlacement of a unit or sub-brand na

2、me near the Finnair logo as a guiding elementFinnair Plus logoFinnair logo and oneworld logoColoursUsing colours in layout/colour proportionsTypographyUse of typographyUPDATED 09.11.20128THE OFFICIAL FINNAIR LOGOTHE LOGO STORYThe shapes of the Finnair logo represent functionalism and style which hav

3、e always been essential parts of Finnair´s design. The logo embodies the smoothness of movement, like in air travel.On the side of a clean white aircraft, the dark blue logo communicates quality and digbringing a touch of Nordic freshness to airports all over the world.UPDATED 09.11.20129THE OF

4、FICIAL FINNAIR LOGOThe official version of the logo is blue.1. MINIMUM SIZEAlways use master artwork to reproduce the logo. Do not make your own variations of the logo. Do not type, colour or shape the logo yourself.Minimum width of the logo is 20 mm.1. Minimum size of the logoThe minimum size is de

5、fined to ensure the visibility of the logo.2. Safety areaThe safety area around the Finnair logo is equal to the height of the logo. No elements are allowed within the safety area.2. SAFETY AREA3. Alternative colour versionsUse the blue logo whenever possible. Where the blue logo would not be clearl

6、y visible, use the alternative colour versions toize the visibility. Please see the colour specifications on page 20.You can choose from various versions:For silk screen printing:PMS Coated or PMS Uncoated versions.For other printing:CMYK Coated, CMYK Uncoated or CMYK Newspaper versions.For digital

7、applications:RGB versions.3. ALTERNATIVE COLOUR VERSIONSNavy BlueGrey / SilverBlack & WhiteNegative / Signal WhiteYou can download the available logo formats:UPDATED 09.11.201210PROHIBITED USE OF THE LOGOAlways use master artwork to reproduce the logo (see page 9).Examples of prohibited logo use

8、:The proportions must not be modified (examples 1 and 2).The original logo must not be modified in any way, nor is it allowed to add any elements to it, such as colours or photographs (example 3).Alternative colour versions cannot be mixed with other versions (example 4).1. PROPORTIONS MODIFIED2. PR

9、OPORTIONS MODIFIED3. LOGO MODIFIEDOutlines must not be added to logos (example 5).When using the logo on coloured backgrounds, use the reversed (white) version (example 6).The logo cannot be used on coloured backgrounds (examples 7 and 8).The logo cannot be used on an image (example 9). Use the reve

10、rsed logo version if using an image as background.4. WRONG COLOUR5. OUTLINES ADDED6. BLACK LOGO USED WITH COLOURED BACKGROUND7. COLOURED LOGO USED WITH COLOURED BACKGROUND8. COLOURED LOGO USED WITH GRADIENT BACKGROUND9. COLOURED LOGO USED WITH IMAGEUPDATED 09.11.201211THE OFFICIAL F EMBLEMUPDATED 09

11、.11.201212THE OFFICIAL FINNAIR F EMBLEMThe official version of the F emblem is blue.1. MINIMUM SIZEAlways use master artwork to reproduce the F emblem. Do not make your own variations of the emblem. Do not type, colour or shape the F emblem yourself.Minimum width of the emblem is 9.5 mm.1. Minimum s

12、ize of the emblemThe minimum size is defined to ensure the visibility of the emblem.2. Safety areaThe safety area around the F emblem is equal to the height of the emblem. No elements are allowed within the safety area.2. SAFETY AREA3. Alternative colour versionsUse the blue F emblem whenever possib

13、le. Where the blue F emblem would not be clearly visible, use the alternative colour versions toize the visibility. Please see the colour specifications on page 20.You can choose from various versions:For silk screen printing:PMS Coated or PMS Uncoated versions.For other printing:CMYK Coated, CMYK U

14、ncoated or CMYK Newspaper versions.For digital applications:RGB versions.3. ALTERNATIVE COLOUR VERSIONSNavy BlueGrey / SilverBlack & WhiteNegative / Signal WhiteYou can download the available logo formats:UPDATED 09.11.201213PROHIBITED USE OF THE F EMBLEMAlways use master artwork to reproduce th

15、e emblem (see page 12).Examples of prohibited emblem use:The proportions must not be modified (examples 1 and 2).The original emblem must not be modified in any way, nor is it allowed to add any elements to it, such as colours or photographs (example 3).Alternative colour versions cannot be mixed wi

16、th other versions (example 4).1. PROPORTIONS MODIFIED2. PROPORTIONS MODIFIED3. EMBLEM MODIFIEDOutlines must not be added to the emblem (example 5).When using the emblem on coloured backgrounds, use the reversed (white) version (example 6).The emblem cannot be used on coloured backgrounds (examples 7

17、 and 8).The emblem cannot be used on an image (example 9). Use the reversed emblem version if using an image as background.4. WRONG COLOUR5. OUTLINES ADDED6. BLACK EMBLEM USED WITH COLOURED BACKGROUND7. COLOURED EMBLEM USED WITH COLOURED BACKGROUND8. COLOURED EMBLEM USED WITH GRADIENT BACKGROUND9. C

18、OLOURED EMBLEM USED WITH IMAGEUPDATED 09.11.201214THE FINNAIR BRAND HIERARCHYThe Finnair brand is monolithic; in other words, Finnair follows a one-brand strategy.With a monolithic identity, the Finnair brand gets theumawareness when its services, units and sub-brands are clearly in a subordinate po

19、sition.FINNAIR CARGOFINNAIR FACILITIES MANAGEMENTFINNAIR FLIGHT ACADEMYFINNAIR ENGIRVICESFINNAIR PLUSFINNAIR TECHNICAL SERVICESUPDATED 09.11.201215PLACEMENT OF A UNIT OR SUB-BRAND OR NAME NEAR THE FINNAIR LOGO AS A GUIDING ELEMENTSUB-BRAND OR NAME NEXT TO THE FINNAIR LOGOEXAMPLE OF CORRECT VERSIONxI

20、n general, the placement of the names of units or sub-brands near or together with the logo is not permitted. The exceptions are building signs and internet navigation.½ x =um HeightThe name of the unit or sub-brand may be placed in the immediate viciof the logo only as a guiding element. This

21、combination may beused for example in signage and on wges. It may not be used as the signature in an advertisement, for example.½ x =um HeightFORTHE COMBINATION:The minimum distance of the text is the same as the logos safety area.½ x =um HeightWhen placing the text next to the logoTheum h

22、eight of the sub-brand or name is half of the height of the Finnair logo.When placing the text under the logoTheum height of the sub-brand or name is the height of the Finnair logo.ADDING SUB-BRAND OR NAME UNDER THE FINNAIR LOGOEXAMPLE OF CORRECT VERSIONThe name of the sub-brand is always typed with

23、 upper case letters and Amplitude Wide Light. Use Amplitude Wide Book or Regular weights if there is a need for bolder type, etc. in an illuminated logo combination.x = Safety area andum text heightThe name of the sub-brand or name should always be placed either on the right side or below the Finnai

24、r logo.x = Safety area andum text heightx = Safety area andum text heightPlease find more examples of correct use of the Finnair logo and signage in the Spatial Concept document.UPDATED 09.11.201216CARGOCARGOCARGOx = Safety AreaCARGOCARGOFINNAIR PLUS LOGOThe official Finnair logo (page 10) is the pr

25、eferred version also for communication about the Finnair Plus frequent flyer program. The Finnair Plus version is for those situations where the material is not otherwise clearly that of Finnair Plus.The usage is mainly for partner marketing or when promoting Finnair Plus membership.Always use maste

26、r artwork to reproduce the logo. Do not make your own variations of the logo. Do not type, colour or shape the logo yourself.The safety area around the Finnair Plus logo is equal to the height of the Finnair logo. No elements are allowed within the safety area.SAFETY AREAUse the Navy Blue logo whene

27、ver possible. Where the Navy Blue logo wouldnot be clearly visible, use the alternative colour versions toze the visibility. Please see the colour specifications on page 20.MINIMUM SIZEMinimum width of the logo is 20 mm.ALTERNATIVE COLOUR VERSIONSNavy BlueGrey / SilverBlack & WhiteNegative / Sig

28、nal WhiteYou can download the available logo formats:UPDATED 09.11.201217UPDATED 09.11.201218FINNAIR LOGO AND oneworld LOGOThese are the basic principles to be followed. For more information, please see theoneworld guidelines atThere are three options when placing the oneworld logo relative to the a

29、irline logo. They are in descending order of preference: lock-to-line, lock-to-line vertical, and lock-to-frame. Lock-to-line is the preferred method and should be used whenever possible.3. Lock-to-frameWhen it is not possible to use option 1, and in certain signage applications, it may be necessary

30、 to use a lock-to-frame position. In this scenario, you size the oneworld logo relative to the airline logo and position in the lower right corner as shown. In co-located signs,1. Lock-to-line2. Lock-to-line verticalcare must be taken to ensure consistent size and This is the preferred method and sh

31、ould beWhen it is not possible to use option 1, forposition of the oneworld logo.used wherever possible.example on extreme vertical formats, it maybe necessary to lock to a vertical line.CommunicationsThe communications relationship should be used in: advertising, collateral, travel documents, on-li

32、ne. The oneworld logo may sit left or right of the airline logo, depending on the layout however for consistency within carriers own material, carrier should elect a preferred positioning and incorporate into their own guidelines.In communications, the oneworld logo is 167% of the height of the Finn

33、air logo.centre167% of ASignageThe signage relationship should be used in: kerbside signs, ticket sales, check-in desk, self-service check in kiosk, totems, monitors, queue signs, FIDS, lounges, connection signs, transfer desk, customer service desk, baggage services.In signage, the oneworld logo is

34、 143% of the height of the Finnair logo.centre143% of AAArightcentrecentreCOLOURSNavy Blue is the official colour of the Finnair brand. Its used mainly in the logo and emblem.Pantone 2757 CPantone 2747 U (for printing on uncoated paper) Coated CMYK C=100 M=85 Y=0 K=35Uncoated CMYK C=100 M=80 Y=0 K=1

35、5 Newsprint CMYK C=100 M=70 Y=0 K=35 sRGB R=11 G=21 B=96RAL 5026Navy BlueSignal White (or in printed material empty space) is used on large surfaces such as backgrounds. RAL 9003 is to be used when painting vehicles, signs or planes.Silver and grey are optional colours. Use silver prior to grey.Use

36、80% or less black in body copy and headlines. All shades of grey may be used. Other solid colours can be used supportively in typography.Signal WhiteRAL 9003For silk screen printing:PMS Coated = Coated paperPMS Uncoated = Uncoated paperFor other printing:CMYK Coated = Coated paper CMYK Uncoated = Un

37、coated paper CMYK Newspaper = NewspaperPantone 877 CPantone 877 URAL 9022SilverFor printing on uncoated paperWhen printing on uncoated paper, use Pantone 2747 U and make sure that the colour is asas possible to Pantone 2757 C.For digital applications:sRGB = electronic office environment and webPanto

38、ne Cool Grey 6 C Pantone Cool Grey 5 UCoated CMYK C=0 M=0 Y=0 K=40 Uncoated CMYK C=0 M=0 Y=0 K=35Newsprint CMYK C=0 M=0 Y=0 K=25 sRGB R=175 G=175 B=175RAL 7040GreyPantone Black C Pantone Black UCoated C=0 M=0 Y=0 K=100 Uncoated CMYK C=0 M=0 Y=0 K=100 Newsprint CMYK C=0 M=0 Y=0 K=100 sRGB R=30 G=30 B

39、=30Coated CMYK RAL 9017BlackUPDATED 09.11.201219USING COLOURS IN LAYOUT & COLOUR PROPORTIONSThe use of colours should aim at creating applications that are clean and fresh. This is why white (empty space) should be used frequently in the design.Gradient and solid colours are used in moderation t

40、o emphasise freshness.The graph illustrates the proportion of empty space in relation to all other brand colours, including gradients.UPDATED 09.11.201220TYPOGRAPHYThe official font family of Finnairs identity is Amplitude. Identitys supporting typeface is ITC Caslon 224.Use 80% or less black in bod

41、y copy and headlines.ITC Caslon 224AmplitudeAmplitude Wide Light Amplitude Wide Book Amplitude Wide Regular Amplitude Wide Medium Amplitude Wide Bold Amplitude Wide BlackAmplitude Wide UltraITC Caslon 224 BookITC Caslon 224 Book ItalicITC Caslon 224 MediumITC Caslon 224 Medium ItalicITC Caslon 224 B

42、oldITC Caslon 224 Bold ItalicITC Caslon 224 BlackITC Caslon 224 Black ItalicAmplitude Condensed Light Amplitude Condensed Book Amplitude Condensed Regular Amplitude Condensed Medium Amplitude Condensed Bold Amplitude Condensed BlackAmplitude Condensed UltraAmplitude Light Amplitude Book Amplitude Re

43、gular Amplitude Medium Amplitude Bold Amplitude BlackAmplitude UltraSubstitute font for Amplitude in web:Substitute font for Amplitude in office environment:Verdana Regular Verdana Italic Verdana Bold Verdana Bold ItalicSubstitute font for ITC Caslon in web and office environment:Georgia Regular Geo

44、rgia Italic Georgia BoldGeorgia Bold ItalicHelvetica Regular Helvetica Italic Helvetica BoldHelvetica Bold ItalicUPDATED 09.11.201221Amplitude Wide Light is stylish for big headlines.ITC Caslon 224 Bold Italic is perfect for standfirst.USE OF TYPOGRAPHYHere is an example of Finnairs typography, usin

45、g Amplitude with ITC Caslon 224. Amplitude is always the superior font family in the font hierarchy.Use 80% or less black in body copy and headlines.Amplitude Black is suitable for subheadsAmplitude Light or Book is suitable for body copy. Finnair is a the leading air transport company in Northern E

46、urope with a focus on Europe-Asia traffic. With AmplitudeMedium you can highlight importnformation. Thecompany has won a high reputation as a responsible and quality Finnish operator. We want to belong among the elite in terms of quality, fulfilling our responsibilities and acting as a good example.

47、AMPLITUDE BLACK IS ALSO SUITABLE FOR CAPTIONS.UPDATED 09.11.201222Examples of Identity ApplicationsUPDATED 09.11.201223EXAMPLES OF STATIONARYA4 LETTERHEAD & BUSINESS CARDSFIRST NAME AND SURNAMETitle Of The DEPARTMENT OF THEStreet AddressTel. +000 0 000 0000Mobile +000 00 000 0000Mail: Mail Addre

48、ss, 00, 0000 Finnair, Country firstname.surname wwFIRST NAME AND SURNAMETitle Of The DEPARTMENT OF THEUNIT OF THEStreet AddressTel. +000 0 000 0000, Mobile +000 00 000 0000Mail: Mail Address, 00, 0000 Finnair, Country firstname.surname wwUNIT NAME, Street AddressTel. +000 0 000 0000, Fax. +000 0 000

49、 0000info, wUPDATED 09.11.201224EXAMPLES OF PRINT LAYOUTSAlways use Amplitude font family.Use 80% or less black in body copy and headlines.If using images or photographs, be sure that the layout stays fresh by following the instructions for Finnairs photographic style.PLEASE NOTEUse a white backgrou

50、nd for traced images.Use white space as much as possible to create a fresh overall feeling.When producing material for Finnair make sure you understand and follow the marketing communications guidelines for Finnair and the guidelines of the oneworld alliance.UPDATED 09.11.201225HEADLINE IS AMPLITUDE

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