CO-BRANDING / ADVERTISING MANUAL / LAN

Transcription

1 CO-BRANDING / ADVERTISING MANUAL / LAN

2

3 manual publicidade lan Contenidos Co-Branding / Advertising manual LAN 1.0 TRADEMARK 1.1 Label construction 1.2 Label colors 1.3 Positive monochrome version 1.4 Spanish/portuguese version 1.5 English version 1.6Buffer area 1.7 Minimum size 2.1 ONEWORLD 2.1 Logo versions 2.2 Protection area 2.3 Minimum sizes 2.4 Corporate color 2.5 Size ratio between logos 3.0 FORMATS 3.1 Format types 3.2 Label size and position 4.0 CONTACT POINTS 4.1 Contact point icons 4.2 Contact point typography 5.0 CHROMATIC 5.1 Corporate base palette 5.2 Complementary chromatic palette 6.0 APPLICATIONS 6.1 Graphic norm applications 7.0 PUBLIC SPACE 7.1 Size ratio between logos 7.2 Format types 7.3 Label size and position 7.4 Public space application 8.0 STATIC WEB BANNER 8.1 Format types 8.2 Size ratio between logos 8.3 Label size and position 8.4 Static banner application 9.0 DYNAMIC WEB BANNER 9.1 Size ratio Between Logos 9.2 Animation Structure 9.3 Trademark Close Proportions 9.4 dynamic Banner Application 10.0 TV CLOSING FORMATS 10.1 Size ratio between logos 10.2 Aspect ratio 4: Aspect ratio 10: RADIO ANOUNCEMENT CLOSE 11.1 Radio anouncement close 12.0 PROHIBITED APPLICATIONS 12.1 Non-permitted trademark applications 12.2 Incorrect uses of brand and endorsement

4 manual publicidade lan Contenidos 13.0 CO-SPONSORSHIP 13.1 Label construction 13.2 Label colors 13.3 Spanish/portuguese version 13.4 English version 13.5 Size ratio between logos 13.6 Format types 13.7 Position and size of adjacent logos 14.0 SOCIAL NETWORKS IN STATIC BANNERS 14.1 Format types 14.2 Size ratio Between Logos 14.3 Social Network icon Size and Position 14.4 Application of Social Network icons in Advertisements 15.0 SOCIAL NETWORKS IN STATIC BANNERS 15.1 Size ratio between logos 15.2 Format types 15.3 Social network icon size and position 15.4 Application of social network icons in online media 16.0 SOCIAL NETWORKS IN DYNAMIC BANNERS 16.1 Structure 16.2 Dynamic banner application 17.0 SOCIAL NETWORKS IN PUBLIC SPACE 17.1 Size ratio between logos 17.2 Format types 17.3 Application of social network icons in public space

5 1. TRADEMARK

6 1. TRADEMARK 1.1 Label Construction Label ratios and proportions are generated based on the particular elements that make up its shape The protection area for the signature logo corresponds to the letter T in TAM, surrounding the borders of the box containing the logo. Giving space to the brand means greater impact, making it stand out better. So, to guarantee that our brand always gains this effect, we must make sure this guideline is followed in every application. Respecting a blank space prevents external elements from crowding over our logo. Once again, this is a valid guideline for both versions of our descriptive logo. Standard Label Application of label* in different communication support material. 1.2 Label Colors The colours of LAN and TAM s transition logo will remain the same as each of their original designs, as described in the following chapters. The signature uses the LAN and TAM complementary colour pallette (Pantone Cool Grey 9). P: Special Blend* / CMYK: / RGB: TAM P: 3015 C / CMYK: / RGB: P: Cool Gray 9 / CMYK: / RGB: The colours of TAM s transition logo will remain the same as the original, as described in the following chapters. P: 281 C / CMYK: / RGB: LAN P: 485 C / CMYK: / RGB: P: 8180 C metálico P: 7544 C / CMYK: / RGB: The colours of LAN s transition logo will remain the same as the original, as described in the following chapters. (*)Special Blend Composition: Rubin Red: 15% + Pantone Yellow: 29,1% + Warm Red Pantone: 50% + Scale Black: 5,9% 06

7 1. TRADEMARK 1.3 Positive monochrome version The positive monochrome version of the logo will always be used on a clear or white background, and coloured corporate pantone grey or cmyk colored version. Positive monochrome versions are only applied if it isn t possible to use the preferred format, as is the case in embroidery, stamps, shared advertisements, sponsorships etc. 1.4 Spanish/Portuguese Version Spanish or Portuguese-speaking countries must use the logo with the GRUPO LATAM AIRLINES signature 1.5 English Version The rest of the markets, regardless of their language, must use the logo with the LATAM AIRLINES GROUP signature * IMPORTANT Both the LAN and TAM trademarks have been specially designed and therefore it is absolutely necessary to respect their composition in order to prevent feature distortion. 07

8 1. TRADEMARK 1.6 Buffer Area The label s buffer area is given by the letter T. The more space around the brand, the more impact and prominence it has. So as to ensure that this effect is never compromised, a minimum white space or buffer area has been established and should be respected during its application. This will prevent the brand from being invaded by foreign elements. This norm applies to both the Spanish/Portuguese and English logotype versions. 08

9 1. TRADEMARK 1.7 Minimum Size The minimum size of the application, which provides for the brand s correct legibility and visibility Width: 4cm The application s minimum size is recommended in order to ensure correct legibility. In cases where the trademark requires application in a small size, such as cards, merchandising, sponsorships, etc., application of this size should always be done in proportion to the format used. * IMPORTANT Both the LAN and TAM trademarks have been specially designed and therefore it is absolutely necessary to respect their composition in order to prevent feature distortion. 09

10 2. ONEWORLD

11 2. ONEWORLD 2.1 Logo Versions Logo in original color For high-resolution printing and on-screen use Solid color logo For low-resolution printing Grayscale logo When color printing is not available Negative solid logo For low-quality and no color printing. Ex.: FAX 0 % 15 % 30 % 60 % 100 % The white line around oneworld logo must always be included, even in no color backgrounds (white background). Line width is twice the width of the I letter in oneworld logo. 11

12 2. ONEWORLD 2.2 Protection Area Protection area is ½ sphere. It can be ¼ sphere for special cases. 2.3 Minimum Sizes 8 mm 35 px 2.4 Corporate Color P: 2735 C / CMYK: RGB: / HEXADECIMAL: #120C80 RAL: 5002 BLANCO 12

13 2. ONEWORLD 2.5 Size Ratio Between Logos Spanish version Spanish speaking countries shall use logo with GRUPO LATAM AIRLINES signature and member line in Spanish. Portuguese version Portuguese speaking countries shall use logo with GRUPO LATAM AIRLINES signature and member line in Portuguese. English version The other markets, regardless of their language, shall use logo with LATAM AIRLINES GROUP signature and member line in English. 13

14 3.FORMATS

15 3. FORMATS 3.1 Format Types 1A 1B 3A 2A 4 2B 3B Application of label in different graphic support formats 1A. Vertical, 1B. Horizontal, 2A. Horizontal Intermediário, 2B. Vertical Intermediário, 3A. Huincha Horizontal, 3B. Huincha Vertical, 4. Simétrico. Details on the application of proportions in each case, as well as the location of oneworld logo, are provided in the next pages. 15

16 3. FORMATS 3.2 Label Size and Position 1.A) Vertical Format MARGIN: width of T in TAM Diameter of the sphere for oneworld logo is LAN isotype height. LABEL IS 4/10 OF FORMAT WIDTH Legal Text Area This norm is applicable to both the Spanish/Portuguese and English version. 16

17 3. FORMATS 3.2 Label Size and Position 1.B) Horizontal Format MARGIN: width of T in TAM LABEL IS 3/9 OF FORMAT WIDTH Legal Text Area Diameter of the sphere for oneworld logo is LAN isotype height. This norm is applicable to both the Spanish/Portuguese and English logotype version. 17

18 3. FORMATS 3.2 Label Size and Position 2.A) Intermediate Horizontal Format Differentiation between horizontal and intermediate horizontal formats occurs when the height is twice the amount of the width MARGIN: width of T in TAM LABEL IS 3/10 OF FORMAT WIDTH Legal Text Area Diameter of the sphere for oneworld logo is LAN isotype height. This norm is applicable to both the Spanish/Portuguese and English logotype version. 18

19 3. FORMATS 3.2 Label Size and Position 2.B) Intermediate Vertical Format Differentiation between vertical and intermediate vertical formats occurs when the width is twice the amount of the height. MARGIN: width x/2 X Diameter of the sphere for oneworld logo is LAN isotype height. LABEL IS 4/6 OF FORMAT WIDTH Legal Text Area This norm is applicable to both the Spanish/Portuguese and English logotype version. 19

20 3. FORMATS 3.2 Label Size and Position 3.A) Horizontal Tagline Format MARGIN: width of T in TAM LABEL IS 1/2 OF FORMAT HEIGHT * height includes legal text area. Legal Text Area Diameter of the sphere for oneworld logo is LAN isotype height. This norm is applicable to both the Spanish/Portuguese and English logotype version. 20

21 3. FORMATS 3.2 Label Size and Position 3.B) Vertical Tagline Format MARGIN: height of the letter T in TAM Diameter of the sphere for oneworld logo is LAN isotype height. LABEL IS 1/1 OF FORMAT WIDTH oneworld logo may be placed at each end of the format depending on its composition or cofunded logos. Legal Text Area This norm is applicable to both the Spanish/Portuguese and English logotype version. 21

22 3. FORMATS 3.2 Label Size and Position 4) Symmetrical Format MARGIN: width of T in TAM LABEL IS 4/9 OF FORMAT WIDTH Legal Text Area Diameter of the sphere for oneworld logo is LAN isotype height. This norm applies to both the Spanish/Portuguese and English logotype version. 22

23 4.CONTACT POINTS

24 4. CONTACT POINTS 4.1 Contact Point icons Preferred use. These should be located after the fares in a flexible position which can adapt to variations that occur to the general layout such as those resulting from fare changes. a) COMPRA EN: LAN.com / TAM.com.br LAN / TAM Oficinas LAN / Oficinas TAM Agencias de viaje b) COMPRA EN: LAN.com / TAM.com.br LAN / TAM Oficinas LAN / Oficinas TAM Agencias de viaje c) COMPRA EN: LAN.com / TAM.com.br LAN / TAM Oficinas LAN / Oficinas TAM Agencias de viaje In the following, sizes and rules for the use of contact points on screen. 4.2 Typographical contact points For reduced sizes and when there is an excess of information. d) COMPRA EN: LAN.com / TAM.com.br / Oficinas LAN / Oficinas TAM / LAN / TAM / Agencias de viaje Contact point icons can be placed several different ways (a,b,c) in order to accommodate space available in the graphic piece. Only when use of contact point icons is not possible, the typographic version may be used (d). In both cases, typography corresponds to Frutiger bold and regular (upper and lowercase)*. * IMPORTANT See the Typographics Norm chapter of the LAN 2012 Graphic Norms Manual for more information on the correct use of contact points, size, position, heirarchy and relation to other elements that make up LAN graphic communication. 24

25 5.CHROMATIC

26 5. CHROMATIC 5.1 Corporate Base Palette The saturation porcenteages of LAN 8180C grey can be reduced down to white. You can also use a non-metallic version of LAN PANTONE 7544C as an alternative and also use any of its various saturation percentages as required in different applications. brand manual lan White, in all its possible transparency percentages, can be applied as shown in the above top color letter. P: 281 C CMYK: RGB: P: 8180 C Metalic coated CMYK: N/A RGB: N/A Alternative Non-Metalic Pantone P: 7544 C CMYK: RGB: P: 485 C Solid Coated CMYK: RGB:

27 5. CHROMATIC 5.2 Complementary Chromatic Palette An alternative color palette has been defined which will serve as support to the corporate palette. P: 3965 CMYK: P: 396 CMYK: P: 389 CMYK: P: 361 CMYK: P: 368 CMYK: P: 3405 CMYK: P: 3275 CMYK: P: 3135 CMYK: P: 3005 CMYK: P: 293 CMYK: P: 2736 CMYK: P: 266 CMYK: P: 2597 CMYK: P: 259 CMYK: P: 2395 CMYK: P: Rubine red CMYK: P: 199 CMYK: P: 116 CMYK: P: 123 CMYK: P: Yellow CMYK:

28 6. APPLICATIONS

29 6. APPLICATIONS 6.1 Graphic Norm Applications Vertical Format EL CAMINO MAS CORTO AL CARIBE / EL ENCANTO DE BAHAMAS DESDE US$ 119(*) $ ida y vuelta o KMS LANPASS (*) Más impuestos y tazas de embarque de US$ 70 por persona COMPRA EN: LAN.com / TAM.com.br LAN / TAM Oficinas LAN / Oficinas TAM Agencias de viaje Vuelos operados por LAN y/o TAM Precios válidos sólo para salidas desde Santiago. Al comprar en Oficinas LAN y a través del Contact Center LAN debes pagar un cargo por servicio de US$ 35. Para compras en Agencias de Viaje, consulta por cobros aplicables. Condiciones de los programas en Oficinas LAN y Agencias de Viaje. (*) Precios en pesos son referenciales, calculados al tipo de cambio $ 485, vigente hasta el 01/09/2012 pudiendo variar según la fecha de compra. (**) Las tasas de embarque e impuestos son determinadas por autoridades competentes de cada país, y pueden cambiar su valor. Cupos limitados. 29

30 6. APPLICATIONS 6.1 Graphic Norm Applications Horizontal Format DESCUBRE TODA LA MAGIA DE VOLAR APROVECHA ESTOS PRECIOS INCREÍBLES DE LA BAJA TEMPORADA LAN Compra hasta el 30 de abril y vuela hasta el 30 de junio de 2013 MONTEVIDEO 119 DESDE DESDE (*) US$ US$ 280(*) $ ida y vuelta o KMS LANPASS (*) Más impuestos y tazas de embarque de US$ 70 por persona Vuelos operados por LAN y/o TAM BUENOS AIRES $ ida y vuelta o KMS LANPASS (*) Más impuestos y tazas de embarque de US$ 70 por persona COMPRA EN: LAN.com / TAM.com.br LAN / TAM Oficinas LAN / Oficinas TAM Agencias de viaje Precios válidos sólo para salidas desde Santiago. Al comprar en Oficinas LAN y a través del Contact Center LAN debes pagar un cargo por servicio de US$ 35. Para compras en Agencias de Viaje, consulta por cobros aplicables. Condiciones de los programas en Oficinas LAN y Agencias de Viaje. (*) Precios en pesos son referenciales, calculados al tipo de cambio $ 485, vigente hasta el 01/09/2012 pudiendo variar según la fecha de compra. (**) Las tasas de embarque e impuestos son determinadas por autoridades competentes de cada país, y pueden cambiar su valor. Cupos limitados. 30

31 6. APPLICATIONS 6.1 Graphic Norm Applications Formato huincha horizontal DESCUBRE TODA LA MAGIA DE VOLAR MONTEVIDEO BUENOS AIRES RÍO DE JANEIRO LIMA (*) US$ US$ US$ US$ (*) 249(*) 139(*) DESDE $ ida y vuelta o KMS LANPASS (*) Más impuestos y tazas de embarque de US$ 70 por persona DESDE $ ida y vuelta o KMS LANPASS (*) Más impuestos y tazas de embarque de US$ 70 por persona DESDE $ ida y vuelta o KMS LANPASS (*) Más impuestos y tazas de embarque de US$ 70 por persona Vuelos operados por LAN y/o TAM COMPRA EN: LAN.com / TAM.com / Oficinas LAN / Oficinas TAM / LAN / TAM / Agencias de viaje $ ida y vuelta o KMS LANPASS (*) Más impuestos y tazas de embarque de US$ 70 por persona Precios válidos sólo para salidas desde Santiago. Al comprar en Oficinas LAN y a través del Contact Center LAN debes pagar un cargo por servicio de US$ 35. Para compras en Agencias de Viaje, consulta por cobros aplicables. Condiciones de los programas en Oficinas LAN y Agencias de Viaje. (*) Precios en pesos son referenciales, calculados al tipo de cambio $ 485, vigente hasta el 01/09/2012 pudiendo variar según la fecha de compra. (**) Las tasas de embarque e impuestos son determinadas por autoridades competentes de cada país, y pueden cambiar su valor. Cupos limitados. DESDE CONSIDERATIONS ON CONTACT POINTS - Typographical contact points - Follow uppercase and lowcase writing mode - It is an informative hierarchy, so it must not exceed typographical sizes for Rate Info Lists (Ex.: LANPASS Kms.). Higher hierarchy is only permitted in special cases. * IMPORTANT See the Typographical Norm Chapter of the LAN 2012 Graphic Norms Manual for more information on correct use of contact points, size, position, hierarchy and relation between elements that make up LAN graphic communication. 31

32 6. APPLICATIONS 6.1 Graphic Norm Applications Symmetrical format - Application with double currency fare Used in cases where there is a necessity to communicate two different currencies in the same visual hierarchy. * IMPORTANT Cases where image background affects readibility of texts in member line, white text can be used. 32

33 6. APPLICATIONS 6.1 Graphic Norm Applications Application with multiple fares The same hierarchial information patterns will be used in all pieces, only modifying the location and spatial organization according to the format at hand. E.g. of applications: Title - caption - paragraph fare headline - fares - Fare Info Lists- contanct points payment options. 33

34 7. PUBLIC SPACE

35 7. PUBLIC SPACE 7.1 Size Ratio Between Logos Spanish version Spanish speaking countries shall use logo with GRUPO LATAM AIRLINES signature and member line in Spanish. Portuguese version Portuguese speaking countries shall use logo with GRUPO LATAM AIRLINES signature and member line in Portuguese. English version The other markets, regardless of their language, shall use logo with LATAM AIRLINES GROUP signature and member line in English. 35

36 7. PUBLIC SPACE 7.2 Format Types 1B 1A 2A 3 2B Application of label in different graphic support formats in public space. 1A Vertical, 1B Horizontal, 2A Intermediate Horizontal, 2B. Intermediate Vertical, 3. Symmetrical. The following pages detail the application of proportions in each case. 36

37 7. PUBLIC SPACE 7.3 Label Size and Position 1.A) Vertical Format MARGIN: width of the letter T in TAM LABEL IS 3/7 OF FORMAT WIDTH Sphere diameter for oneworld logo is the resulting height between the highest point of the LAN isotype and a topline for the company. This norm applies to both the Spanish/Portuguese and English logotype version. 37

38 7. PUBLIC SPACE 7.3 Label Size and Position 1.B) Horizontal Format MARGIN: width of the letter T in TAM LABEL IS 3/9 OF FORMAT WIDTH Sphere diameter for oneworld logo is the resulting height between the highest point of the LAN isotype and a topline for the company. This norm applies to both the Spanish/Portuguese and English logotype version. 38

39 7. PUBLIC SPACE 7.3 Label Size and Position 2.A) Intermediate Horizontal Format MARGIN: width of the letter T in TAM LABEL IS 3/12 OF FORMAT WIDTH Sphere diameter for oneworld logo is the resulting height between the highest point of the LAN isotype and a topline for the company. This norm applies to both the Spanish/Portuguese and English logotype version. 39

40 7. PUBLIC SPACE 7.3 Label Size and Position 2.B) Intermediate Vertical Format CENTRADO LABEL IS 6/8 OF FORMAT WIDTH oneworld logo may be placed at each end of the format depending on its composition or cofunded logos. Sphere diameter for oneworld logo is the resulting height between the highest point of the LAN isotype and a topline for the company. Este padrão é o mesmo tanto para o logotipo na versão em espanhol/ português quanto para a versão em inglês. 40

41 7. PUBLIC SPACE 7.3 Label Size and Position 3) Symmetrical Format MARGIN: width of the letter T in TAM LABEL IS 3/7 OF FORMAT WIDTH Sphere diameter for oneworld logo is the resulting height between the highest point of the LAN isotype and a topline for the company. This norm applies to both the Spanish/Portuguese and English logotype version. 41

42 7. PUBLIC SPACE 7.4 Public Space Application It is important to indicate the amount of information needed for this type of piece and include only that which is essential in order to avoid overloading the message with unnecessary elements. 42

43 8.STATIC WEB BANNER

44 8. STATiC WEB BANNER 8.1 Format Types 4 1A 1B 2A 3A 2B 3B Application of label in different online support formats 1A Vertical, 1B Horizontal, 2A Intermediate Vertical, 2B. Intermediate Horizontal, 3A. Vertical Tagline, 3B Horizontal Tagline, 4. Symmetrical. The following pages detail the application of proportions in each case. * IMPORTANT It is important to preserve the legibility of the label. Therefore this will only be used in case of a problem. For smaller formats*, in which visibility is lost, a dynamic application should be chosen in which the brand appears as a signature and not like a label. Example of small formats: 190 x 90 px., 110 x 80 px., 88 x 31 px., 180 x 150 px., 234 x 60px. 44

45 8. STATIC WEB BANNER 8.2 Size Ratio Between Logos Spanish version Spanish speaking countries shall use logo with GRUPO LATAM AIRLINES signature and member line in Spanish. Portuguese version Portuguese speaking countries shall use logo with GRUPO LATAM AIRLINES signature and member line in Portuguese. English version The other markets, regardless of their language, shall use logo with LATAM AIRLINES GROUP signature and member line in English. 45

46 8. STATIC WEB BANNER 8.3 Label Size and Position 1.A) Vertical Format MARGIN: width of the letter T in TAM LABEL IS 1/7 OF FORMAT HEIGHT Diameter of the sphere for oneworld logo is LAN isotype height. This norm applies to both the Spanish/Portuguese and English logotype version. 46

47 8. STATIC WEB BANNER 8.3 Label Size and Position 1.B) Horizontal Format MARGIN: width of the letter T in TAM LABEL IS 1/5 OF FORMAT HEIGHT Diameter of the sphere for oneworld logo is LAN isotype height. This norm applies to both the Spanish/Portuguese and English logotype version. 47

48 8. STATIC WEB BANNER 8.3 Label Size and Position 2.A) Intermediate Vertical Format MARGIN: width of the letter T in TAM LABEL IS 1/1 OF FORMAT WIDTH oneworld logo may be placed at each end of the format depending on its composition or cofunded logos. Diameter of the sphere for oneworld logo is LAN isotype height. This norm applies to both the Spanish/Portuguese and English logotype version. 48

49 8. STATIC WEB BANNER 8.3 Label Size and Position 2.B) Intermediate Horizontal Format MARGIN: width of the letter T in TAM LABEL IS 3/11 OF FORMAT WIDTH Diameter of the sphere for oneworld logo is LAN isotype height. This norm applies to both the Spanish/Portuguese and English logotype versions. 49

50 8. STATIC WEB BANNER 8.3 Label Size and Position 3.A) Vertical Tagline Format LABEL IS 1/1 OF FORMAT WIDTH Diameter of the sphere for oneworld logo is LAN isotype height. oneworld logo may be placed at each end of the format depending on its composition or cofunded logos. This norm applies to both the Spanish/Portuguese and English logotype version. 50

51 8. STATIC WEB BANNER 8.3 Label Size and Position 3.B) Horizontal Tagline Format MARGIN: 2/3 of the letter T lengthwise LABEL IS 1/1 OF FORMAT HEIGHT Diameter of the sphere for oneworld logo is LAN isotype height. This norm applies to both the Spanish/Portuguese and English logotype versions. 51

52 8. STATIC WEB BANNER 8.3 Label Size and Position 4) Symmetrical Format MARGIN: width of the letter T in TAM LABEL IS 1/2 OF FORMAT WIDTH Diameter of the sphere for oneworld logo is LAN isotype height. This norm applies to both the Spanish/Portuguese and English logotype versions. 52

53 8. STATIC WEB BANNER 8.4 Static Banner Application 4) Symmetrical Format ES TIEMPO DE DISFRUTAR APROVECHA LA BAJA TEMPORADA LAN BRASIL DESDE US$ 599(*) Ida y vuelta (*) Más impuestos y tazas de embarque de US$ 70 por persona Vuelos operados por LAN y/o TAM It is important to indicate the amount of information necessary for this type of piece. 53

54 9.DYNAMIC WEB BANNER

55 9.DYNAMIC WEB BANNER 9.1 Size Ratio Between Logos Spanish version Spanish speaking countries shall use logo with GRUPO LATAM AIRLINES signature and member line in Spanish. Portuguese version Portuguese speaking countries shall use logo with GRUPO LATAM AIRLINES signature and member line in Portuguese. English version The other markets, regardless of their language, shall use logo with LATAM AIRLINES GROUP signature and member line in English. 55

56 9.DYNAMIC WEB BANNER 9.2 Animation Structure DYNAMIC.SWF /.GIF ANIMATED Development Sequence Small formats. A diagram is generated in order to show the recommended steps used to synthetically create advertising information content SCREEN 1: TITLE + FLAT BACKGROUND, CREATIVE CAMPAIGN SCREEN 2: DESCENT + BACKGROUND IMAGE SCREEN 3: RATE + FLAT BACKGROUND IMAGE, CREATIVE CAMPAIGNA SCREEN 4: LEGAL TEXT SCREEN 5: CLOSURE WITH LOGO DYNAMIC.SWF /.GIF ANIMATED When the banner size doesn t affect the legibility, the logo should be considered in every screen. The last screen should close with the logo + oneworld When using the co-branding (LAN TAM) permanent (screen 1 to screen4), closing logo (screen 5) is optional. SCREEN 1: SCREEN 2: LOGO + TITLE + LOGO + DESCENT FLAT BACKGROUND + BACKGROUND IMAGE, CREATIVE IMAGE CAMPAIGN SCREEN 3: LOGO + RATE + FLAT BACKGROUND IMAGE, CREATIVE CAMPAIGN SCREEN 4: LEGAL TEXT SCREEN 5: CLOSURE WITH LOGO EXAMPLE Promocion Domestica hasta 30% OFF: Vuelos operados por Lan DESCUBRE EL VIAJE DE TUS SUEÑOS APROVECHA LA BAJA TEMPORADA DE LAN ROMA DESDE (*) US$ 999 Ida y vuelta Vuelos operados por LAN y/o TAM Argentina. Para volar en todas las clases económicas de vuelos domésticos de argentina, sujeto a disponibilidad de acuerdo con el cupo publicado. Para comprar desde el 25/04/14 hasta el 11/05/14. Período de vuelo: del 01/05/14 al 15/07/14 viaje completo. Valida sólo para residentes de Argentina. Si el pasajero no vuela el tramo de ida, se cancela automáticamente el regreso. Cupos disponibles: 5.000, distribuidos en los vuelos de la promoción que lan determine. Tope de reintegro: $1.500 por tarjeta. * IMPORTANT Review label sizes and proportions on page 43 of this manual. 56

57 9.DYNAMIC WEB BANNER 9.3 Trademark Close Proportions Dynamic banner close - Vertical Tagline When using small-scale formats, the buffer area should be reduced in order to preserve legibility of piece elements. Standard Final Close Standard final close: official version of trademark application in vertical tagline banners x x x Centered Diameter of the sphere for oneworld logo is LAN isotype height. x x This norm applies to both the Spanish/Portuguese and English logotype version. 57

58 9.DYNAMIC WEB BANNER 9.3Trademark Close Proportions Dynamic banner close - Symmetrical Format Centered x Diameter of the sphere for oneworld logo is LAN isotype height. x x Standard final close: Official version of trademark application in symmetrical banners. This norm applies to both the Spanish/Portuguese and English logotype version. 58

59 9.DYNAMIC WEB BANNER 9.3 Trademark Close Proportions Dynamic banner close - Small Format When treating small-scale formats, the buffer area should be reduced in order to protect legibility of piece elements. Example of small formats: 190 x 90 px., 110 x 80 px., 88 x 31 px., 180 x 150 px., 234 x 60 px. 3x 3x x Diameter of the sphere for oneworld logo is LAN isotype height. In small formats we can reduce protection area for oneworld logo at ¼ sphere. Standard final close: Official version of trademark application in small banners. In small formats where member line cannot be read, we may not use it in order to get good results and functionality of screens. This norm applies to both the Spanish/Portuguese and English logotype version. 59

60 9.DYNAMIC WEB BANNER 9.3 Trademark Close Proportions Dynamic banner close - Horizontal Tagline Format x x x S w x S S S S x w Centrado Diameter of the sphere for oneworld logo is LAN isotype height. Standard final close: Official version of trademark application in small banners. This norm applies to both the Spanish/Portuguese and English logotype version. 60

61 9.DYNAMIC WEB BANNER 9.4 Dynamic Banner Application Symmetrical Format In cases where size does not affect legibility, the label should be applied in each one of the banner screen and closed with the corporate background and logo. DESCUBRE EL VIAJE DE TUS SUEÑOS APROVECHA LA BAJA TEMPORADA DE LAN DESDE US$ ROMA Ida y vuelta (*) 999 Vuelos operados por LAN y/o TAM SCREEN 1: LOGO + TITLE + BACKGROUND IMAGE SCREEN 2: LOGO + STRIPE + BACKGROUND IMAGE SCREEN 3: LOGO + FARE + DESTINATION OVER BACKGROUND IMAGE SCREEN 4: LOGO CLOSE 61

62 9.DYNAMIC WEB BANNER 9.4 Dynamic Banner Application Small Format In cases where size does not affect legibility, the label should be applied in each one of the banner screen and closed with the corporate background and logo. EL VIAJE DE TUS SUEÑOS APROVECHA ESTOS INCREIBLES PRECIOS HOY MISMO BARCELONA DESDE US$ Ida y vuelta (*) 999 SCREEN 1: TITLE + BACKGROUND IMAGE SCREEN 2: TITLE + BACKGROUND IMAGE SCREEN 3: FARE + DESTINATION OVER BACKGROUND IMAGE SCREEN 4: LOGO CLOSE 62

63 10. TV CLOSING FORMATS

64 10. TV CLOSING FORMATS 10.1 Size Ratio Between Logos Spanish version Spanish speaking countries shall use logo with GRUPO LATAM AIRLINES signature and member line in Spanish. Portuguese version Portuguese speaking countries shall use logo with GRUPO LATAM AIRLINES signature and member line in Portuguese. English version The other markets, regardless of their language, shall use logo with LATAM AIRLINES GROUP signature and member line in English. 64

65 10. TV CLOSING FORMATS 10.2 Contact point proportions aspect ratio 4:3 Contact point display on screen cannot exceed 3 seconds and must be carried out before closing, with the mark Use original digital file. Do not build contact points as icons and texts are carefully worked. A x Centrado Vertically center container box inside format title safe action safe A/2 x This norm applies to both the Spanish/Portuguese and English logotype version. 65

66 10. TV CLOSING FORMATS 10.3 Aspect ratio 4:3 For this video close, with the LAN TAM logo, there can be no audio close. The LAN logo should not have any type of animation. Centrado x Centrado Vertically center container box inside format x x x x x x x x title safe action safe Diameter of the sphere for oneworld logo is LAN isotype height. oneworld logo may be placed at each end of the format depending on its composition or cofunded logos. This norm applies to both the Spanish/Portuguese and English logotype version. 66

67 10. TV CLOSING FORMATS 10.4 Proporciones de puntos de contacto- relación de aspecto 16:9 Contact point display on screen cannot exceed 3 seconds and must be carried out before closing, with the mark Use original digital file. Do not build contact points as icons and texts are carefully worked. A x Centrado Vertically center container box inside format action safe title safe x A/2 This norm applies to both the Spanish/Portuguese and English logotype version. 67

68 10. TV CLOSING FORMATS 10.5 Aspect ratio 16:9 For this video close, with the LAN TAM logo, there can be no audio close. The LAN logo should not have any type of animation. Centrado x Centrado Vertically center container box inside format x x x x x x x x x x action safe title safe Diameter of the sphere for oneworld logo is LAN isotype height. oneworld logo may be placed at each end of the format depending on its composition or cofunded logos. This norm applies to both the Spanish/Portuguese and English logotype version. 68

69 11.RADIO ANOUNCEMENT CLOSE

70 11. RADIO ANOUNCEMENT CLOSE 11.1 Radio anouncement close Audio at the close of radio anouncements should contain the phrase LAN and TAM, LATAM Airlines Group, where LAN and TAM must be said within one second, then a slight pause and LATAM Airlines Group Duración de 1 segundo LAN y TAM LATAM Airlines Group Member of oneworld Anouncements 0.5 seconds pause 0.5 seconds pause Radio anouncement close 70

71 12.PROHIBITED APPLICATIONS

72 12. PROHIBITED APPLICATIONS 12.1 Non-Permitted Trademark Applications Do not modify distance between logos Do not modify logo sizes Do not distort logo or signature Do not modify chromatics for logo and tag Do not modify logo with contour lines Do not use gradients Do not modify position within the format Do not use effects Do not make changes to logo display This norm applies to both the Spanish/Portuguese and English logotype version. 72

73 12. PROHIBITED APPLICATIONS 12.2 Incorrect uses of brand and endorsement. Do not modify distance between logos Do not modify logo sizes Do not modify position within the format Do not make changes to logo display This norm applies to both the Spanish/Portuguese and English logotype version. 73

74 13. CO-SPONSORSHIP

75 13. CO-SPONSORSHIP 13.1 Label Construction Label ratios and proportions are generated based on the particular elements that make up its shape The protection area for the signature logo corresponds to the letter T in TAM, surrounding the borders of the box containing the logo. Giving space to the brand means greater impact, making it stand out better. So, to guarantee that our brand always gains this effect, we must make sure this guideline is followed in every application. Respecting a blank space prevents external elements from crowding over our logo. Once again, this is a valid guideline for both versions of our descriptive logo. Standard Label Application of label* in different communication support material Label Colors The colours of LAN and TAM s transition logo will remain the same as each of their original designs, as described in the following chapters. The signature uses the LAN and TAM complementary colour pallette (Pantone Cool Grey 9). P: Special Blend* / CMYK: / RGB: TAM P: 3015 C / CMYK: / RGB: P: Cool Gray 9 / CMYK: / RGB: The colours of TAM s transition logo will remain the same as the original, as described in the following chapters. P: 281 C / CMYK: / RGB: LAN P: 485 C / CMYK: / RGB: P: 8180 C metálico P: 7544 C / CMYK: / RGB: The colours of LAN s transition logo will remain the same as the original, as described in the following chapters. (*)Special Blend Composition: Rubin Red: 15% + Pantone Yellow: 29,1% + Warm Red Pantone: 50% + Scale Black: 5,9% 75

76 13. CO-SPONSORSHIP 13.3 Spanish/Portuguese Version Spanish or Portuguese-speaking countries must use the logo with the GRUPO LATAM AIRLINES signature 13.4 English Version The rest of the markets, regardless of their language, must use the logo with the LATAM AIRLINES GROUP signature * IMPORTANT Both the LAN and TAM trademarks have been specially designed and therefore it is absolutely necessary to respect their composition in order to prevent feature distortion. 76

77 13. CO-SPONSORSHIP 13.5 Size Ratio Between Logos Spanish version Spanish speaking countries shall use logo with GRUPO LATAM AIRLINES signature and member line in Spanish. Portuguese version Portuguese speaking countries shall use logo with GRUPO LATAM AIRLINES signature and member line in Portuguese. English version The other markets, regardless of their language, shall use logo with LATAM AIRLINES GROUP signature and member line in English. 77

78 13. CO-SPONSORSHIP 13.6 Format Types 1A 1B 2A 3A 2B 3B 4 Application of label in different graphic support formats 1A Vertical, 1B Horizontal, 2A Intermediate Horizontal, 2B. Intermediate Vertical, 3A Horizontal Tagline, 3B. Vertical Tagline, 4. Symmetrical. The following pages detail the application of proportions in both vertical and horizontal formats. 78

79 13. CO-SPONSORSHIP 13.7 Position and Size of Adjacent Logos 1.A) Formato vertical The proportions of the area are obtained based on label composition, using the X as the basic unit of measurement. Co-sponsor logos should have a maximum size equal to the height of an X., except for those logoswhich have a vertical design. In this case, 2X should be used as maximum height while preserving the proportions and hierarchy of the other elements and/or logos that make up the communication piece. They can be located in either of the lower corners of the format depending on composition. When 2 or more co-sponsor logos are found in the same communication material piece, they should be separated by a vertical line while maintaining balance between their visual weights. They should be sufficiently separated so that each brand is easily identifiable, making sure their particular elements are not mixed. MARGIN: width of T in TAM LABEL IS 1/9 OF FORMAT HEIGHT X *height includes legal text area. CO-SPONSORSHIP LOGOS CO-SPONSORSHIP MARGIN: height of T in TAM X X The width will depend on the number of logos that should be applied Legal Text Area MARGIN: width of T in TAM Diameter of the sphere for oneworld logo is LAN isotype height. This norm applies to both the Spanish/Portuguese and English logotype version. 79

80 13. CO-SPONSORSHIP 13.7 Position and Size of Adjacent Logos 1.B) Horizontal Format The proportions of the area are obtained based on label composition, using the X as the basic unit of measurement. Co-sponsor logos should have a maximum size equal to the height of an X., except for those logos which have a vertical design. In this case, 2X should be used as maximum height while preserving the proportions and hierarchy of the other elements and/or logos that make up the communication piece. They can be located in either of the lower corners of the format depending on composition. When 2 or more co-sponsor logos are found in the same communication material piece, they should be separated by a vertical line while maintaining balance between their visual weights. They should be sufficiently separated so that each brand is easily identifiable, making sure their particular elements are not mixed. MARGIN: width of T in TAM X LABEL IS 1/6 OF FORMAT HEIGHT *height includes legal text area. X CO-SPONSORSHIP LOGOS EXCEPTION X CO-SPONSORSHIP MARGIN: height of T in TAM MARGIN: width of T in TAM Legal Text Area The width will depend on the number of logos that should be applied Diameter of the sphere for oneworld logo is LAN isotype height. This norm applies to both the Spanish/Portuguese and English logotype version. 80

81 14. SOCIAL NETWORKS IN PRINTED FORMATS

82 14. SOCIAL NETWORKS IN PRINTED FORMATS 14.1 Format Types An area is defined for the application of 2 social network icons. Possible choices include Facebook, Twitter, and YouTube Only 2 icons can be applied per format in the defined area. These icons may be located in either one of the format s bottom corners depending on the format s particular composition. 1A 1B 2A 2B 4 Application of label in different graphic support formats 1A Vertical, 1B Horizontal, 2A Intermediate Horizontal, 2B. Intermediate Vertical, 3. Symmetrical. The following pages detail the application of proportions in each case. 82

83 14. SOCIAL NETWORKS IN PRINTED FORMATS 14.2 Size Ratio Between Logos Spanish version Spanish speaking countries shall use logo with GRUPO LATAM AIRLINES signature and member line in Spanish. Portuguese version Portuguese speaking countries shall use logo with GRUPO LATAM AIRLINES signature and member line in Portuguese. English version The other markets, regardless of their language, shall use logo with LATAM AIRLINES GROUP signature and member line in English. 83

84 14. SOCIAL NETWORKS IN PRINTED FORMATS 14.3 Social Network icon Size and Position 1.A) Vertical Format The proportions of the area are obtained based on label design, using X as a basic unit of measurement. MARGIN: width of T in TAM LABEL IS 1/9 OF FORMAT HEIGHT X *height includes legal text area. SOCIAL NETWORKS MARGIN: height of T in TAM Legal Text Area Diameter of the sphere for oneworld logo is LAN isotype height. SOCIAL NETWORKS WIDTH: 3.5 X This norm applies to both the Spanish/Portuguese and English logotype version. 84

85 14. SOCIAL NETWORKS IN PRINTED FORMATS 14.3 Social Network icon Size and Position 1.B) Horizontal Format The proportions of the area are obtained based on label design, using X as a basic unit of measurement. MARGIN: width of T in TAM X LABEL IS 1/6 OF FORMAT HEIGHT *height includes legal text area. SOCIAL NETWORKS HEIGHT: 2.5 X MARGIN: height of T in TAM Legal Text Area Diameter of the sphere for oneworld logo is LAN isotype height. SOCIAL NETWORKS WIDTH: 3.5 X This norm applies to both the Spanish/Portuguese and English logotype version. 85

86 14. SOCIAL NETWORKS IN PRINTED FORMATS 14.3 Social Network icon Size and Position 2.A) Intermediate Horizontal Format The proportions of the area are obtained based on label design, using X as a basic unit of measurement. Differentiation between horizontal and intermediate horizontal formats occurs when the height is twice as much as the width MARGIN: width of T in TAM LABEL IS 1/4 OF FORMAT HEIGHT X * height includes legal text area. SOCIAL NETWORKS HEIGHT: 2.5 X MARGIN: height of T in TAM Área texto jurídico Diameter of the sphere for oneworld logo is LAN isotype height. SOCIAL NETWORKS WIDTH: 3.5 X This norm applies to both the Spanish/Portuguese and English logotype version. 86

87 14. SOCIAL NETWORKS IN PRINTED FORMATS 14.3 Social Network icon Size and Position 2.A) Intermediate Vertical Format The proportions of the area are obtained based on label design, using X as a basic unit of measurement. MARGIN: width of T in TAM X LABEL IS 1/11 OF FORMAT HEIGHT * height includes legal text area. SOCIAL NETWORKS HEIGHT: 2.5 X MARGIN: height of T in TAM Legal Text Area SOCIAL NETWORKS WIDTH: 3.5 X Diameter of the sphere for oneworld logo is LAN isotype height. This norm applies to both the Spanish/Portuguese and English logotype version. 87

88 14. SOCIAL NETWORKS IN PRINTED FORMATS 14.3 Social Network icon Size and Position 3) Symmetrical Format The proportions of the area are obtained based on label design, using X as a basic unit of measurement. MARGIN: width of the letter T in TAM X LABEL IS 1/2 OF FORMAT WIDTH SOCIAL NETWORKS HEIGHT: 2.5 X MARGIN: height of T in TAM Área texto jurídico Diameter of the sphere for oneworld logo is LAN isotype height. SOCIAL NETWORKS WIDTH: 3.5 X This norm applies to both the Spanish/Portuguese and English logotype version. 88

89 14. SOCIAL NETWORKS IN PRINTED FORMATS 14.4 Application of Social Network icons in Advertisements 4) Vertical Format EL CAMINO MAS CORTO AL CARIBE / EL ENCANTO DE BAHAMAS DESDE US$ 119(*) $ ida y vuelta o KMS LANPASS (*) Más impuestos y tazas de embarque de US$ 70 por persona Vuelos operados por LAN y/o TAM Siguenos en: Precios válidos sólo para salidas desde Santiago. Al comprar en Oficinas LAN y a través del Contact Center LAN debes pagar un cargo por servicio de US$ 35. Para compras en Agencias de Viaje, consulta por cobros aplicables. Condiciones de los programas en Oficinas LAN y Agencias de Viaje. (*) Precios en pesos son referenciales, calculados al tipo de cambio $ 485, vigente hasta el 01/09/2012 pudiendo variar según la fecha de compra. (**) Las tasas de embarque e impuestos son determinadas por autoridades competentes de cada país, y pueden cambiar su valor. Cupos limitados. 89

90 15. SOCIAL NETWORKS IN STATIC BANNERS

91 15. SOCIAL NETWORKS IN STATIC BANNERS 15.1 Size Ratio Between Logos Spanish version Spanish speaking countries shall use logo with GRUPO LATAM AIRLINES signature and member line in Spanish. Portuguese version Portuguese speaking countries shall use logo with GRUPO LATAM AIRLINES signature and member line in Portuguese. English version The other markets, regardless of their language, shall use logo with LATAM AIRLINES GROUP signature and member line in English. 91

92 15. SOCIAL NETWORKS IN STATIC BANNERS 15.2 Format Types An area is defined for the application of 2 social network icons. Possible choices include Facebook, Twitter, and YouTube. Only 2 icons can be applied per format in the defined area. These icons may be located in either one of the format s bottom corners depending on the format s particular composition. 1A 3 1B 2A 2B Application of label in different graphic support formats 1A Vertical, 1B Horizontal, 2A Intermediate Vertical, 2B. Intermediate Horizontal, 3. Symmetrical. The following pages detail the application of proportions in each case. * IMPORTANT It is important to preserve the legibility of the label. Therefore this will only be used in case of a problem. For smaller formats*, in which visibility is lost, a dynamic application should be chosen in which the brand appears as a signature and not like a label. Example of small formats: 190 x 90 px., 110 x 80 px., 88 x 31 px., 180 x 150 px., 234 x 60px. 92

93 15. SOCIAL NETWORKS IN STATIC BANNERS 15.3 Social Network icon Size and Position 1.A) Vertical Format The proportions of the area are obtained based on label design, using X as a basic unit of measurement. MARGIN: width of the letter T in TAM LABEL IS 1/7 OF FORMAT HEIGHT SOCIAL NETWORKS HEIGHT: 2X MARGIN: height of T in TAM Diameter of the sphere for oneworld logo is LAN isotype height. SOCIAL NETWORKS WIDTH: 3 X 93

94 15. SOCIAL NETWORKS IN STATIC BANNERS 15.3 Social Network icon Size and Position 1.B) Horizontal Format The proportions of the area are obtained based on label design, using X as a basic unit of measurement. MARGIN: width of the letter T in TAM LABEL IS 1/5 OF FORMAT HEIGHT SOCIAL NETWORKS HEIGHT: 2X MARGIN: height of T in TAM Diameter of the sphere for oneworld logo is LAN isotype height. SOCIAL NETWORKS WIDTH: 3 X 94

95 15. SOCIAL NETWORKS IN STATIC BANNERS 15.3 Social Network icon Size and Position 2.A) Intermediate Vertical Format The proportions of the area are obtained based on label design, using X as a basic unit of measurement. MARGIN: width of the letter T in TAM LABEL IS 1/1 OF FORMAT WIDTH SOCIAL NETWORKS HEIGHT: 2X MARGIN: height of T in TAM SOCIAL NETWORKS WIDTH: 3 X Diameter of the sphere for oneworld logo is LAN isotype height. oneworld logo may be placed at each end of the format depending on its composition or cofunded logos. 95

96 15. SOCIAL NETWORKS IN STATIC BANNERS 15.3 Social Network icon Size and Position 2.B) Intermediate Horizontal Format The proportions of the area are obtained based on label design, using X as a basic unit of measurement. MARGIN: width of the letter T in TAM LABEL IS 3/11 OF FORMAT WIDTH SOCIAL NETWORKS HEIGHT: 2X MARGIN: height of T in TAM Diameter of the sphere for oneworld logo is LAN isotype height. SOCIAL NETWORKS WIDTH: 3 X 96

97 15. SOCIAL NETWORKS IN STATIC BANNERS 15.3 Social Network icon Size and Position 3) Symmetrical Format The proportions of the area are obtained based on label design, using X as a basic unit of measurement. MARGIN: width of the letter T in TAM LABEL IS 1/2 OF FORMAT WIDTH SOCIAL NETWORKS HEIGHT: 2X MARGIN: height of T in TAM Diameter of the sphere for oneworld logo is LAN isotype height. SOCIAL NETWORKS WIDTH: 3 X 97

98 15. SOCIAL NETWORKS IN STATIC BANNERS 15.4 Application of Social Network icons in online media 3) Symmetrical Format ES TIEMPO DE DISFRUTAR APROVECHA LA BAJA TEMPORADA LAN BRASIL DESDE US$ 599(*) Ida y vuelta (*) Más impuestos y tazas de embarque de US$ 70 por persona Vuelos operados por LAN y/o TAM Siguenos en: It is important to indicate the amount of information necessary for this type of piece. 98

99 16. SOCIAL NETWORKS IN DYNAMIC BANNERS

100 16. SOCIAL NETWORKS IN DYNAMIC BANNERS 16.1 Structure DYNAMIC.SWF /.GIF ANIMATED Development Sequence Preferred formats In cases where size does not affect legibility, social network icons may be placed inside one of the screen that comprise the banner SCREEN 1: LOGO + TITLE + BACKGROUND IMAGE, SKY OR CREATIVE CAMPAIGN SCREEN 2: LOGO + STRIPE + BACKGROUND IMAGE SCREEN 3: LOGO + FARE + BACKGROUND IMAGE, SKY OR CREATIVE CAMPAIGN + SOCIAL NETWORKS LOGOS SCREEN 4: LEGAL TEXT SCREEN 5: CLOSURE WITH LOGO 100

101 16. SOCIAL NETWORKS IN DYNAMIC BANNERS 16.2 Dynamic Banner Application In cases where format size does not affect social network icon legibility, they may be placed inside one of the screens that comprise the banner. DESCUBRE EL VIAJE DE TUS SUEÑOS APROVECHA LA BAJA TEMPORADA DE LAN DESDE US$ ROMA Ida y vuelta (*) 999 Vuelos operados por LAN y/o TAM Siguenos en: SCREEN 1: LOGO + TITLE + BACKGROUND IMAGE SCREEN 2: LOGO + STRIPE + BACKGROUND IMAGE SCREEN 3: LOGO +FARE + DESTINATION OVER BACKGROUND IMAGE + SOCIAL NETWORKS LOGOS SCREEN 4: LOGO CLOSE This norm applies to both the Spanish/Portuguese and English logotype versions. 101

102 17. SOCIAL NETWORKS IN PUBLIC SPACE

103 17. REDES SOCIALES EN VIA PÚBLICA 17.1 Size Ratio Between Logos Spanish version Spanish speaking countries shall use logo with GRUPO LATAM AIRLINES signature and member line in Spanish. Portuguese version Portuguese speaking countries shall use logo with GRUPO LATAM AIRLINES signature and member line in Portuguese. English version The other markets, regardless of their language, shall use logo with LATAM AIRLINES GROUP signature and member line in English. 103

104 17. SOCIAL NETWORKS IN PUBLIC SPACE 17.2 Format Types An area is defined for the application of 2 social network icons. Possible choices include Facebook, Twitter, and YouTube. Only 2 icons can be applied per format in the defined area. These icons may be located in either one of the format s bottom corners depending on the format s particular composition. 1B 1A 2A 3 2B Application of label in different graphic support formats 1A Vertical, 1B Horizontal, 2A Intermediate Horizontal, 2B. Intermediate Vertical, 3. Symmetrical. The following pages detail the application of proportions in each case. 104

105 17. SOCIAL NETWORKS IN PUBLIC SPACE 17.3 Application of Social Network icons in Public Space 1.A) Vertical Format The proportions of the area are obtained based on label design, using X as a basic unit of measurement. MARGIN: width of the letter T in TAM LABEL IS 3/7 OF FORMAT WIDTH SOCIAL NETWORKS HEIGHT: 2.5 X MARGIN: height of T in TAM Sphere diameter for oneworld logo is the resulting height between the highest point of the LAN isotype and a topline for the company. SOCIAL NETWORKS WIDTH: 3.5 X This norm applies to both the Spanish/Portuguese and English logotype versions. 105