B R A N D G U I D E L I N E S

Issue date: 14.01.2015

Contents
flyvlm
Master logo 3
Logo versions 4
Logo clear space 5
Logo position & size 6
Incorrect use of logo 7- 8
Colour palette 9 -10
Typefaces 11
URL 12

VLM Charters
Master Logo 14
Logo versions 15
Logo clear space 16
Additional guidelines 17
Our identity

These are our new corporate identity guidelines.

It is a design scheme composed of a number
of core elements that come together to create
a look and feel which makes the VLM brand
distinctive and differentiating.

2
Master logo

Our logo is the core component of our identity – a unique and universal
signature. A simple call to action. Fly VLM.

It should not be redrawn or altered in any way. The logo must always
be reproduced from a digital master reference.

3
Logo versions
Version 1

There are three versions of the logo that cover all

implementations.

Version 1 is the preferred version when full colour

reproduction is available such as printing, Powerpoint
Version 2
and online.

Version 2 is for use when reproducing in black and white

such as press advertising

Version 3 is for use only when printing the logo in one Version 3
colour, such as promotional items

4
Logo clear space
In order to ensure our logo has a strong impact and presence in
every area of application, we have created a clear space zone
for it. This is calculated using the overall height of the ‘f’ of the
logomark as illustrated, and applied equally on all sides.

Please observe this rule wherever possible and ensure that no

other graphic elements (such as text or imagery) intrude into the
clear space zone.

6
Logo position & size
The preferred logo position is top or bottom right.
It should never be centred.

Minimum size
The minimum size for reproduction is 15mm.

15mm

There is no maximum size.

5
Incorrect use of logo
The logo should only be used in the formats supplied. It Never:
should not be altered in any way nor reproduced in any Distort the logo
colour other than those specified.
x
If the clear reproduction of the logo cannot be achieved
against a photographic or coloured background, only the
black or white versions of the logo should be used.

If you are at all uncertain or would like advice on an aspect Never:

of its usage, contact the VLM Marketing Department. Reproduce the logo using colourways other
than those recommended

7
Incorrect use of logo
Never:
Use colour logo against a non complementary or visually confusing
background.

x x

3 3

8
Colour palette
Our core logo colours have been chosen to create a distinctive Corporate colours
and identifiable look and feel. Other colours may be used to
accompany them but only these colours with the addition of
black should be used for type.

Colour reproduction
Accurate colour reproduction is vital. Always match to the Pantone Pantone Pantone Pantone
Pantone® colour references. 2945 7453 4505 4515

For print items use either Pantone or CMYK references.

For web and onscreen (e.g Powerpoint) reproduction

use the RGB and Hex references on the following page.

9
Primary Palette
CMYK, RGB and Hexidecimal

Please use Pantone® and CMYK references for all Please use these RGB and HEX references for
printed communications. online/onscreen communications:

Pantone CMYK Equivalent RGB HEX

2945 C100 M70 Y17 K3 R0 G83 B159 #00539f

7453 C52 M27 Y0 K0 R121 G163 B216 #79a3d8

4505 C39 M39 Y86 K10 R153 G134 B67 #998643

4515 C30 M29 Y67 K1 R183 G166 B109 #b7a66d

10
Typefaces
We have two corporate typefaces. ITC Avant Garde and Univers. ITC
Avant Garde should be used for headlines and subheads, Univers for
body copy and can be used for sub heads.

ITC Avant Garde Demi

abcdefghijklmnopqrstuvwxyz 1234567890 £&%?!@

ABCDEFGHIJKLMNOPQRSTUVWXYZ
ITC Avant Garde Bold

abcdefghijklmnopqrstuvwxyz 1234567890 £&%?!@

ABCDEFGHIJKLMNOPQRSTUVWXYZ
Univers 45 Medium

abcdefghijklmnopqrstuvwxyz 1234567890 £&%?!@

ABCDEFGHIJKLMNOPQRSTUVWXYZ
Univers 55 Medium

abcdefghijklmnopqrstuvwxyz 1234567890 £&%?!@

ABCDEFGHIJKLMNOPQRSTUVWXYZ
11
URL
Our URL is as unique as our brand.

Whenever possible the specially created version shown here

should be used.

12
B R A N D G U I D E L I N E S

Issue date: 14.01.2015

Master logo

The VLM Charters logo should not be redrawn or altered in any way.
The logo must always be reproduced from a digital master reference.

14
Logo versions
Version 1

There are two versions of the logo that cover all

implementations.

Version 1 is the preferred version when full colour

reproduction is available such as printing, Powerpoint
and online.
Version 2

Version 2 is for use when reproducing in black and white

such as press advertising

15
Logo clear space
In order to ensure our logo has a strong impact and presence in
every area of application, we have created a clear space zone
for it. This is calculated using the overall height of the ‘f’ of
the logomark as illustrated, and applied equally on all sides.

Please observe this rule wherever possible and ensure that no

other graphic elements (such as text or imagery) intrude into the
clear space zone.

16
Further guidelines

For all other guidance regarding logo posititon and size, corporate colours,
typefaces etc. please refer to the guidelines for flyvlm in the preceding
pages or contact:

Alix De Weerdt
International Airport Antwerp
Airport building B50
2100 Antwerp
Belgium

Tel ANR: +32 (0)3 285.69.68

Email : alix.deweerdt@vlmairlines.com

17