percello brand guidelines

May 2011 Version 1.0
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percello brand identity guidelines May 2011 Version 1.0

CONTENTS
Introduction .......................................................... 4 Brandscape ...................................................... 5 Mood Board ..................................................... 6 Logo ....................................................................... 8 Primary and Secondary Logos ....................... 9 Color Variation ................................................ 11 Protected Area................................................. 12 What Not To Do .............................................. 13 Color Palette ......................................................... 16 Typography............................................................ 20 Type Styles....................................................... 21 Business Suite ..................................................... 24 Letterhead ..................................................... 25 Envelope ........................................................ 27 Business Cards .............................................. 29 Environment ....................................................... 32 Floors ............................................................. 33 Walls .............................................................. 34 Furniture ....................................................... 35 Lighting .......................................................... 36 Website ................................................................ 38

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percello brand identity guidelines

May 2011 Version 1.0

INTrOduCTION
This is a guide to applying and communicating the name of Percello Air, Inc., which reflects our commitment to the user experience, our level of quality, and our commitment to a unique customer interaction system. The brand identity guidelines establish context and explain the corporate voice of Percello, helping communicators successfully and consistently convey the complete message of our brand. Any questions regarding specific design applications not referenced in this guide should be directed to the percello marketing team.

What are brand identity guidelines?
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percello brand identity guidelines May 2011 Version 1.0

Our brand isn’t just a set of guidelines, it is part of our business strategy. It is our vision for Percello.

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INTrOduCTION

BrANdSCAPE
The core brand messages are the five fundamental messages—the purpose, vision, trueline, promise and tagline—that are the building blocks for all messaging and conversations of the corporate culture, products and services. The CORE brand messages allow you to have consistent messaging in varied circumstances where audiences or context may be different.

MOOd BOArd
PurPOSE STATEMENT:
Create a personalized and authentic experience on flights for every individual

VISION STATEMENT:
To have staff know (at minimum) the names of assigned passengers by the time they arrive at the terminal
COLOR THAT CONNECTS | WARM AND VIBRANT FASHION THAT CONNECTS | APPROACHABLE STYLE IDENTITY THAT CONNECTS | LIVE MUSIC

TruELINE STATEMENT:
Foster friendship in every interaction with customers

VAG rOuNdEd
ABCdEFGHIJKLMNOPQrSTuVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 ( ;:!?&$%/)

PrOMISE STATEMENT:
Rank on the list of top 25 client-pleasing brands (according to BusinessWeek)

TAGLINE:
More than a service; a friendship 5
percello brand identity guidelines

PEOPLE THAT CONNECT | WARM AND FRIENDLY

INTERIOR THAT CONNECTS | WARM AND INVITING

TYPE THAT CONNECTS | GEOMETRIC SANS SERIFS

Qa

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LOGO
The percello logo is the key to our brand identity and is a visual representation of our personality and core values. It represents friendship, comfort, and open communication.

What does our logo do?
horizontal orientation vertical orientation 7
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LOGO

PrIMArY LOGO
The horizontal orientation of the percello logo is the preferred format, but should not be used at a width under two (2) inches.

2”

logo mark

SECONdArY LOGO
logo The vertical orientation of the percello logo is the alternate format for percello materials, but should not be used at a width under one (1) inch.

logo mark

logo type logo type/logo

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LOGO

COLOr VArIATION
Preferably, the logo should either be displayed on a white background, in percello green (Pantone 382 C), or reversed out in white on percello green. The only time it should be displayed in black is in case of a black and white publication.

PrOTECTEd ArEA
It is important to leave a necessary amount of white space around the logo, especially when it appears with other brands. The clear space helps establish the importance of our logo when competing with other elements. This diagram demonstrates the proper amount of space. There should always be at least the x-height (the height of a lowercase letter) of the logotype worth of space around the main height and width of the logo.

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LOGO

WHAT NOT TO dO: LOGOS
It is of the highest importance that the percello logo is used correctly on our company materials. Displayed on these pages are common examples of how you SHOULD NOT use the logo. Logo should always be placed straight on a page, and should never be skewed in any manner.. Logo mark should never be moved.

WHAT NOT TO dO: COLOrS
Colors used in logo should always be percello green, or white on top of percello green unless being used with imagery; black should only be utilized in case of a black and white print.

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COLOr PALETTE
The diagram on this page shows our corporate colors, along with the proportions which they are to be used in relationship to each other. Listed on the following pages are the color specifications for our color palette along with PMS, CMYK, and RGB colors.

What colors should be used?
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COLOrS

PrIMArY COLOrS
Percello’s primary corporate color is Percello Green (PMS 382), along with white. White is listed because white space should always be considered when creating any pieces for percello.

Percello Green PMS 382U c29 M0 Y100 K0 r193 G216 B47

Percello orAnGe PMS 021U c0 M50 Y100 K0 r255 G128 B0

Percello ScArleT PMS 032U c0 M75 Y100 K0 r255 G64 B0

Percello TeAl PMS 327U c80 M0 Y50 K0 r51 G255 B128

SECONdArY ANd TErTIArY COLOrS
Percello Teal and Gray are secondary colors that should be used to complement Percello Green. The two tertiary colors should be used with restraint as accent colors to Percello Green, white, Percello Teal and Gray.

Percello GreY PMS 11U c0 M0 Y0 K50 r128 G128 B128

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TYPOGrAPHY
TYPEFACES: VAG ROUNDED & CAECILIA LT Our company typefaces have been selected carefully to convey our values of customer interaction. VAG Rounded is the typeface used in our logo, as well as any headline or decorative type elements in our products. Caecilia LT is more legible at smaller type sizes, and is our default typeface for body text.

VAG ROUNDED STD
ABCdEFGHIJKLMN OPQrSTuVWXYZ abcdefghijklmn opqrstuvwxyz 1234567890

CAECILIA LT STD
ABCDEFGHIJKLMN O P Q R ST UVW XY Z abcdefghijklmn opqrstuvwxyz 1234567890
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Why were these typefaces chosen?
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TYPOGrAPHY

VAG ROUNDED STD
ABCdEFGHIJKLMN OPQrSTuVWXYZ abcdefghijklmn opqrstuvwxyz 1234567890

CAECILIA LT STD

CAECILIA LT LIGHT
ABCDEFGHIJKLMN O P Q R ST UVW XY Z abcdefghijklmn opqrstuvwxyz 1234567890

TYPE STYLES
VAG Rounded is our decorative typeface, and the standard weight should be used, unless it is reversed on a dark background, or if it is being used at smaller than 12 pt. It should also never be used below 12 pt, unless it is for numbering systems or non-sentence phrases.

ABCDEFGHIJKLMN O P Q R ST UVW XY Z abcdefghijklmn opqrstuvwxyz 1234567890

VAG ROUNDED BOLD
ABCDEFGHIJKLMN OPQRSTUVWXYZ abcdefghijklmn opqrstuvwxyz 1234567890
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percello brand identity guidelines

Caecilia LT is our default body typeface, and the light weight should be used at all times, unless being reversed out on a darker background or being used at smaller than 8 pt. For body type company communications, it should be used at 8/12 pt.

CAECILIA LT BOLD
ABcDeFGHIJKlMn o P Q r ST UVW XY Z abcdefghijklmn opqrstuvwxyz 1234567890
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BuSINESS SuITE
The percello logo is the key to our brand identity and is a visual representation of our personality and core values. It represents friendship, comfort, and open communication.
1234 Great Flight Street, Suite 1000 Washington, DC 20001 USA www.percello.com

More than a service; a friendship

How do we establish our brand in written communications?
www.percello.com

Jackson Thames
Guest Services
1234 Great Flight Street Suite 1000 Washington, DC 20001 USA

More than a service; a friendship

Office 800.234.6777 ext. 226 Email j.thames@percello.com

1234 Great Flight Street, Suite 1000 • Washington, DC 20001 • USA

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BuSINESS SuITE

0.5”

2.25”

LETTErHEAd
The percello logo is the key to our brand identity and is a visual representation of our personality and core values. It represents friendship, comfort, and open communication.

0.5” 1.5”

SIZE: 8.5” x 11” TYPOGRAPHY: Contact information: Caecilia LT Std, 8/10 pt COLORS: Pantone 382 U Pantone 11 U 1” 1”

TYPING AREA: 7.5” x 8.5”

1234 Great Flight Street, Suite 1000 Washington, DC 20001 USA www.percello.com

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BuSINESS SuITE

ENVELOPE
The percello logo is the key to our brand identity and is a visual representation of our personality and core values. It represents friendship, comfort, and open communication. 1/3” 1/3”
1234 Great Flight Street Suite 1000 Washington, DC 20001 USA

More than a service; a friendship

SIZE: 9.5” x 4.125” TYPOGRAPHY: Tagline: VAG Rounded Bold, 9 pt Address: Caecilia LT Std, 7.5/9 pt COLORS: Pantone 382 U Pantone 11 U

0.125”

More than a service; a friendship

0.5”

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BuSINESS SuITE

BuSINESS CArdS
The percello logo is the key to our brand identity and is a visual representation of our personality and core values. It represents friendship, comfort, and open communication.

SIZE: 3.5” x 2” TYPOGRAPHY: Name: Caecilia LT Roman, 10/9 pt Contact information: Caecilia LT Roman, 7/9 pt Website: Caecilia LT Roman, 10/9 pt COLORS: Pantone 382 U Pantone 11 U 0.25” 1.75” 1.25”

0.75”

Jackson Thames
Guest Services Office 800.234.6777 ext. 226 Email j.thames@percello.com

0.5”

www.percello.com
1234 Great Flight Street, Suite 1000 • Washington, DC 20001 • USA

0.25” 29
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ENVIrONMENT
Percello goes above and beyond to make each guest feel as relaxed as possible. Our terminal lounges in addition to our onboard suites are custom-crafted to provide maximum comfort. This means pleasant colors, textures, and shapes.

Why is environment important?
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ENVIrONMENT

FLOOrS
We offer a variety of choices for our floors, but preferably, they will be wooden laminate or percello green shag carpeting. We believe that these are most conducive with our image, but carpets that stray from these materials are allowed and encouraged.

WALLS
Variations on percello green should be used for the walls. An exact match to our color is not needed, but as close as possible is preferred. Wallpaper, tiling, or paint are all allowed, but should be used for the appropriate room. Samples shown are tiles, good for rest rooms or bar areas.

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ENVIrONMENT

FurNITurE
Furnishings for percello need only to contain at least one (1) of our primary, secondary, or tertiary colors. The goal is not to match, but to look for comfort and fashion. Retro styles are encouraged. All fabrics are allowed, but check with your percello marketing representative for further details.

LIGHTING
In our company, lighting should always be present, but subdued. Nothing too illuminated, but it’s always there. Kitschy lamps preferred, but any kind of geometric or retro styles of lighting are encouraged for spaces.

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WEBSITE
Percello uses our website to establish an online presence in which we can further connect and personalize the user experience. Our website is the first contact that many people have with our brand, therefore it is important that it communicates our brand standards clearly and effectively.

home

about us

contact

FINd FLIGHTS
 Round-Trip From:  One-Way To:

Dates Depart: mm/dd/yyyy mm/dd/yyyy Any Any

AdVENTurE AWAITS
Need a break? Percello has created a brand new way of traveling. We create a memorable experience, from the moment you step in the airport, to the moment we land.

Return:

Search

Advanced Search

BLOG

How does our branding work online?
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percello brand identity guidelines May 2011 Version 1.0

New Destinations!
Trips to Puerto Rico and New Zealand are now in session for Spring 2011…

rEVIEWS


See What Others Are Saying
“Percello keeps true to their roots—I can say that I feel like I made a new friend on my journey, and it helped contribute to an unforgettable...”

SurVEY
MORE >>

Help Us Help You
Take a sample of our featured survey that analyzes your personality type in order to create a completely one-of-akind experience!

MORE >>
posted by Billie J. on March 17, 2011

MORE >>

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WEBSITE

HOMEPAGE
The navigation bar, logo and blurbs at the bottom of the home page should always remain stationary (although stories will be updated with every post). Our flight search box, along with the “Adventure Awaits” box should also remain stationary, but the background transparency may be changed depending on the background photo. The background photo for the home page should change once every two weeks, and always be a high quality image that relates the brand of percello to our customers.

home

about us

contact

home

about us

contact

FINd FLIGHTS
 Round-Trip From:  One-Way To:

BLOG rEVIEWS SurVEY
FINd FLIGHTS
 Round-Trip From:  One-Way To:

New Destinations!
Trips to Puerto Rico and New Zealand are now in session for Spring 2011, along with more options for customization. Want to bring a pet with you on your flight? No problem. Our rooms and ventilation system filter out allergens in the air, providing a great experience for everyone involved. In addition, there are more flights being chartered starting June 6th, 2011. So don’t worry, there will be enough flights to go around! posted by Billie J. on March 17, 2011

SECONdArY PAGES
The navigation bar at the top, along with the logo, flight search utility and side navigation should always remain stationary. All posts should be on the right side, and there should be .5” margin on the outside of all pages.

Dates Depart: mm/dd/yyyy mm/dd/yyyy Any Any

AdVENTurE AWAITS
Need a break? Percello has created a brand new way of traveling. We create a memorable experience, from the moment you step in the airport, to the moment we land.

Return:

Search

Advanced Search

Ticket Giveaway
In celebration of our 1000th flight, we are giving away two tickets to any destination to which Percello currently flies. Want to see the beaches of Brazil? No problem. For full details on contest, as well as how to enter, see our application form. Contest open to US residents only. posted by Roberto H. on March 11, 2011

Dates Depart: mm/dd/yyyy mm/dd/yyyy Any Any

BLOG
MORE >>

New Destinations!
Trips to Puerto Rico and New Zealand are now in session for Spring 2011…

rEVIEWS


See What Others Are Saying
“Percello keeps true to their roots—I can say that I feel like I made a new friend on my journey, and it helped contribute to an unforgettable...”

SurVEY
MORE >>

Return:

Help Us Help You
Take a sample of our featured survey that analyzes your personality type in order to create a completely one-of-akind experience!
Search Advanced Search

posted by Billie J. on March 17, 2011

Back to the Future
Hey guys and gals! We have exciting news. Wired, the technology magazine published a review of Percello’s revolutionary new on-flight features in their latest issue. Pick up the mag at any major retailer—tell us what you think! posted by Billie J. on March 10, 2011

MORE >>

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More than a service; a friendship
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