Corporate Identity Manual for Graphic Standards
Table of Contents IcelandAir s Corporate Identity Manual is here for you convenience. This manual allows you to see into the corporate identity of IcelandAir. This will be a guideline for the basic communication and graphic standards. Inside this manual, you will be able to peak into how Iceland s leading airline keeps up with it s look. Our Identity Color System Typography Symbol Mark Stationary Letterhead Continuation Sheet Business Card Envelope Compliment Slip Promotional Material Other Magazine Advertisement Newspaper Advertisement Luggage Tag Boarding Pass Envelope Interactive Kiosk Airline Counters Signs Aircraft 1.1 1.2 1.3 1.4 2.1 2.2 2.3 2.4 2.5 3.1 3.2 4.1 4.2 4.3 4.4 4.5 4.6
Our Identity Mark Typography Symbol Color Systems 1.1 1.2 1.3 1.4 IcelandAir s identity has a lot of tie with the country. Although the economy has been down, Iceland has always had a lot of heart and they needed a facelift to get people traveling to Iceland to see that! Incorporating images found in Iceland along with contemporary colors, IcelandAir got their logo.
Mark Typography This mark is a recognizable Nordic symbol, which is more specific to Iceland due to it being on it s currency. People might not know right away that it is Iceland, but they would get the Northern Europe feel from it, from the colors and symbol. While doing more research into it, they would find out it is associated with Iceland. IcelandAir s Current Symbol. While picking up a font for IcelandAir, keeping it simple and sleek seemed like the best direction. TFForeverThin played off the linear aspects of the logo well. Since TFForever has no serfits, it looks as if the logo itself was made from lines that could of been from the font. The inside of the A s were made specifically to mimic the shape of the logo as well as be a simple mountain or valley image. Nordic Symbol, recognizable by Icelanders and people traveling. Can be used on it s own for pattern. TFForeverThin ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890-=!@#$%^&*()_+ IcelandAir with the A s can be used on it s own without the top symbol if deemed necessary. Specific A s made for IcelandAir. Tagline. TFForeverThinItalic ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890-=!@#$%^&*()_+ 1.1 1.2
Symbol Considerations This symbol is based off the symbol on the 5000 Krona paper bill. It is a common nordic symbol and it is seem throughout Iceland on sweaters. On this bill, the symbol is shown in many different colors. This specific combination is not shown, but the two colors played well off of eachother. Changing the colors also will bring recognition but not be something they specifically see everyday. iceland air iceland air icelandair IcelandAir iceland air 1.3
Color System Stationary Inspiration for the color came from the Icelandic paper money. They use a variety of bright saturated colors, but these colors stood out. It is a contemporary twist off of their national colors as well, which are red, white and blue. Blues for the ice, snow and chilly weather and pink representing what the red usually does, lava. In this case, it represents the warmer weather and the warmth of the country as a whole. Letterhead Continuation Sheet Business Card Envelope Compliment Slip 2.1 2.2 2.3 2.4 2.5 C 100 M 100 Y 25 K 25 C 17 M 100 Y 36 K 1 C 75 M 0 Y 34 K 0 R 38 G 34 B 98 R 203 G 28 B 104 R 0 G 185 B 183 3M Scotchcal Series 220/ Series 224 Light Navy Vinyl 3M Scotchcal Series 220/ Series 224 Raspberry Vinyl 3M Scotchcal Series 230 Panton 3282C Turquoise Vinyl C 0 M 0 Y 0 K 50 C 0 M 0 Y 0 K 70 C 0 M 0 Y 0 K 85 1.4
Letterhead Continuation Sheet w: www.icelandair.us e: america@icelandair.is DEAR asdfasdf, Lorem ipsum dolor sit amet, consectetur adipiscing elit. Fusce at sollicitudin mauris. Sed faucibus convallis vulputate. Fusce sagittis, dolor in bibendum scelerisque, dui est luctus arcu, nec suscipit arcu diam ut nibh. Suspendisse a nisi et nisi fringilla sodales. Sed blandit turpis ac risus consectetur quis commodo purus posuere. Vestibulum velit risus, gravida eu cursus non, sodales eu purus. Nulla ullamcorper hendrerit tempor. Etiam in risus sed quam gravida consectetur. Aliquam erat volutpat. Quisque ligula mi, gravida id elementum et, blandit nec lorem. Donec adipiscing malesuada elementum. Pellentesque porttitor justo quis urna imperdiet varius. Praesent felis magna, pellentesque luctus venenatis et, lacinia sed nisl. Vivamus molestie, dolor in pellentesque placerat, mauris lectus imperdiet justo, sit amet vehicula ante nibh eu urna. Praesent orci nisl, posuere id ultricies ut, rutrum eu quam. Proin consectetur pellentesque magna eget scelerisque. Nulla a leo odio, elementum semper velit. Maecenas luctus, felis a interdum facilisis, tortor odio dapibus turpis, id aliquam urna metus eget nunc. Suspendisse quis dolor ut erat bibendum mattis ut ut ligula. Praesent blandit risus id libero ultrices sit amet porta nibh euismod. Fusce condimentum, nunc vel commodo elementum, ipsum tortor gravida magna, et egestas mi odio at augue. Aenean interdum, mi semper rutrum placerat, tellus ipsum volutpat lorem, nec pulvinar libero urna nec urna. Nullam semper justo ut urna molestie vulputate. Etiam luctus, diam quis mattis gravida, lectus justo fringilla turpis, eu vehicula nibh odio nec nisi. In hac habitasse platea dictumst. In vehicula libero viverra ante iaculis condimentum. Praesent ut elit vitae velit ornare consectetur at vel augue. w: www.icelandair.us e: america@icelandair.is yours, Ásta Jónsdóttir Icelandair Reykjavik Airport 101Reykjavik Tel: (+354) 5050 300 Icelandair Reykjavik Airport 101Reykjavik Tel: (+354) 5050 300 The letterhead was designed to be simple to correspond with the logo. Continuing symbols from the logo into the letterhead allows people to truely recognize that this is IcelandAir stationary. It is the international A4 size. Which is 210 x 297 mm. Icelandair Reykjavik Airport 101Reykjavik Tel: (+354) 5050 300 Icelandair Reykjavik Airport 101Reykjavik Tel: (+354) 5050 300 This is an example of both a continuation sheet and a grid system for the stationary. The lines show either where to fold or where to start and stop text. These indications will be a template for people from all departments using the letterhead. 2.1 2.2
Business Card Envelope The business card fits with the overall simplicity of the stationary. The name of the employee will be on the top along with their job position. If they have not received their own set yet, the blue strip will be used for them to write their name and position. The patterned back is an example of how the symbol can be used repetatively. The envelope will be standard international envelope size to fit an A4 piece of paper folded three times. The blue address square is printed onto the envelope along with the name of the person receiving the letter. 72 mm x 31 mm 20 mm Ásta Jónsdóttir Customer Service Representative 50.8 mm Icelandair Reykjavik Airport 101Reykjavik Tel: (+354) 5050 300 w: www.icelandair.us e: america@icelandair.is The font size for the name will be size 12pt, 8pt for their job position and the rest of the information. Icelandair Reykjavik Airport 101Reykjavik Nicola Menzel 9067 Fuldaer Str. Schlüchtern, Germany 36381 www.icelandair.us 110 mm 2.3 2.4 88.9 mm 240 mm
Compliment Slip Promotional Material Magazine Advertisement Newspaper Advertisement 3.1 3.2 Icelandair Reykjavik Airport 101Reykjavik Tel: (+354) 5050 300 With Compliments 99 mm 210 mm 2.5
Magazine and Newspaper Advertisements Full page ad Wild, Inside & Out. Refreshingly Different. Wild, Inside & Out. Half page ad Half page ad Wild, Inside & Out. The magazine advertisements are going to be targeting the younger crowd.the Icelandic music scene is quite popular, and because of the economy traveling to Iceland is a relatively cheap vacation. Catching the attention of college kids for spring break or a summer trip to Europe could really boost IcelandAir s popularity. The newspaper advertisement size will be dependent on what country it will be advertising in and their newspaper size. For the most part it will be a around 5 in length. www.icelandair.us 3.1 3.2
Other Luggage Tag Luggage Tag Boarding Pass Envelope Interactive Kiosk Airline Counter Signs Aircraft 4.1 4.2 4.3 4.4 4.5 Name Address City, State, Zip Cell Phone # Identification Tag 63.5 mm Destination 4.1
Boarding Pass Envelope Interactive Kiosk Winter Front ouside flap 88.9 mm The interactive kiosk has a top screen used to project important information about upcoming or incoming flights. It will be 6 feet tall, but the top screen will be slightly tipped so people of all heights will be able to read it clearly. Summer Front outside flap Self Service Check in 2 feet Airport Kiosk Check-In 6 feet The Basics Your Information Bags Seats International 4 feet 88.9 mm 4..2 215.9 mm 4.3
Airport Counter Signage Inside the Airport behind the counter, the full logo with symbol and tagline will be set off the wall 2 inch. The lettering and symbol will be individual pieces of opaque acrylic with specificly colored vinyl. The inside will be illuminated, allowing for the color to be lit up. On the top front of the counter will read IcelandAir, in vinyl. Below will be the symbol, also in viny. This decision was based off of how many people will be up against the counter, with their luggage and children and what not. This way the damage to the logo will be minimal. 3 ft 3 ft 4 ft 1 ft top 3 ft bottom The aircraft will be painted with premixed paint colors to match as accuratley as possible. 2 in Alternative signage will be the usual vinyl or raised illuminated signs. If either of these are not possible, other arrangements will be made. The background of the logo should be white, but it not, a light tint of the turquoise will due. 2 in 4.3 4.4
Aircraft 66.4 m 19.4 m 4.5 70.6 m