BA Brand Guidelines
BA Brand Guidelines
BA Brand Guidelines
1.0 Summary 2.0 Toolkit 3.0 Application 4.0 Library Appendix A: Tone of voice Appendix B: Examples
The BA way
The visual identity of British Airways has been revised to meet both the challenges of the commercial world and the expectations of our customers. We set out to refresh the look of the brand through brighter colour and an extended colour palette. The Speedmarque has been simplified. Most importantly we have created a framework through which we have the flexibility to engage with customers through lines of thought and conversation.
Introduction
The following guidelines show how to use the basic principles of the revised British Airways identity. The identity comprises of a very simple kit of parts which used together carefully with the correct relationships will form the distinctive visual expression of the British Airways brand. This document outlines the components, their structure and their relationships which will help you to apply the British Airways brand consistently across the international network. Every detail of the British Airways brand identity has been created to ensure that it is expressive of the brand and its values. The refreshed identity is designed to meet the future challenges of a competitive airline business, and to connect naturally with our customers. Building on our strong heritage the refreshed identity provides a robust and flexible graphic platform, providing a simple, seamless and consistent look and feel at all our stations around the world.
1.0 Summary
1.1 1.2 1.3 1.4 1.5 1.6 1.7 1.8 1.9 Brand strategy and proposition Brand summary Our heritage The three ways we present our identity The three ways we present our identity Corporate identity Refreshed corporate identity The brand prefix The brand prefix within the customer journey
Brand values
Our brand values act as a reality-check which helps us to ensure that design, photographic and written communications express the unique character of British Airways. Every piece of work needs to encapsulate and express something of each value, and should not contradict these values under any circumstances.
Professional
Professional approach to everything we use our expertise well. Committed to consistent high standards.
Responsible
Behave in a responsible way towards our customers, colleagues and investors. A well led and managed British company. A socially and environmentally responsible business.
Warm
We are always warm and welcoming. Open and honest to all our customers, colleagues and partners.
British
We build on our heritage but move with the times. We represent the Best of British. We value diversity.
Thoughtful
Understand and anticipate needs of customers and colleagues. Find insightful, innovative and appropriate solutions.
The guidelines that follow are designed to refresh the British Airways brand, bring the brand values to life and represent an upgraded experience.
Our heritage
There can be few world-class companies that boast the heritage and traditions inherent in the British Airways brand. Indeed, the company that became British Airways operated the worlds first commercial airline. From the early days of aviation, through to more recent times, our reputation for professionalism and high standards of quality has been second to none. The British Airways name has remained constant since 1974 and has become a byword for the expression of quality travel in the UK, as well as a respected leader in air travel, worldwide. The Speedmarque is a further development of our earlier corporate identities, re-designed to be sleeker and more contemporary.
2. Brand prefix
The logotype creates a bridge into the customer facing brand presentation.
3. In-journey
The speedmarque creates the bridge into the in-journey brand presentation.
Brand Prefix
Upgrading isnt about changing seats, its about changing airlines Club World
Cocktail menu
Upgrading isnt about changing seats, its about changing airlines Club World
Corporate identity
Corporate Identity
The corporate identity has a very distinct formal role for the Business. It is the mark of continuity and reasurance that unites all aspects of our business. Existing signatures remain unchanged for all key business/profit centres/departments and for use in joint branding with business partners, buildings, liveries, stationery etc. This brandmarque format is retained for all stand alone uses, where there is no other copy.
Livery
Peter Rogers Lorem Ipsum Inc 325 Dolor Amet Consectetuer Nunc Pharetra Porttitor London WC2H EAH 30th September 2008
British Airways Plc Registered Office: Waterside PO Box 365 Harmondsworth UB7 0GB Registered in England no.1777777 www.britishairways.com
Dear Peter Nunc nec diam vitae nisl semper luctus. Praesent vitae ipsum. Vivamus mattis ligula id sapien. Proin consequat. Morbi sit amet augue. Integer elit sem, vulputate vitae, dictum eu, lacinia at, neque. Quisque et quam sed nibh porttitor rutrum. Donec nec justo. Nunc pharetra porttitor ipsum. Curabitur porta orci non magna. Aenean arcu ligula, lacinia pharetra, blandit a, suscipit non, risus. Praesent facilisis lectus ut lorem. Donec erat lorem, tincidunt sit amet, tristique sit amet, laoreet in, felis. Maecenas vestibulum urna
Neal Stone Design Manager Design Management Waterside HCAG PO Box 365 Harmondsworth UB7 0GB Mob +44 (0)7789 612755 Email neal.srone@ba.com
quis elit. Praesent massa sapien, consectetuer vel, venenatis bibendum, malesuada a, magna. Aliquam id sapien. Quisque ut diam vitae dolor venenatis egestas. Sed commodo sagittis nulla. Praesent laoreet. Curabitur mattis, mauris nec porta fringilla, enim nunc scelerisque elit, a auctor massa nunc eu elit. Nullam quis justo. Maecenas pretium placerat nunc. Vestibulum hendrerit blandit magna. Vestibulum a nunc. Ut suscipit turpis non sem. Ut in enim. Ut interdum venenatis nisl. Phasellus leo est, amet, auctor sed, lorem. Sed vitae diam elementum odio tincidunt varius. Integer porttitor, nisi non commodo varius, nisl velit scelerisque lorem, id nisl, pellentesque a, egestas in, hendrerit sit amet, neque. Yours sincerely
With compliments British Airways Plc Registered Office: Waterside PO Box 365 Harmondsworth UB7 0GB Registered in England no.1777777 www.britishairways.com
Buildings
Partners
Stationery
Upgrade to
Customer Service
Club Europe
Welcome to Terminal 5
Taking you home for Christmas, with love from British Airways.
2.0 Toolkit
2.1 2.2 2.3 2.4 2.5 2.6 2.7 2.8 2.9 2.10 2.11 2.12 2.13 2.14 2.15 2.16 2.17 2.18 2.19 2.20 2.21 2.22 Toolkit The Speedmarque Speedmarque options The logotype The core colour palette The extended colour palette Typeface Mylius Modern Typeface Mylius Modern. Type weight usage Type weight and colour Ribbed effect surface blue Photography People Places Products Tone-of-voice Tone-of-voice Our brand language Ten rules of thumb Eurofleet boarding announcement GPM Questionnaire Intro letter Manage My Booking - Advance passenger information Executive Club
Speedmarque
Logotype
Toolkit A simple kit of components combine together to create the unique look and feel of the British Airways brand. Colour
Typeface
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz
Background
Photography
Tone of Voice
The Speedmarque
The Speedmarque is our unique and distinctive brand signal. It should never be redrawn, rearranged or distorted. It should be used only in the colour variants available in this document.
10mm
Half tone This is a preferred presentation of the speedmarque and should be used whenever possible. When reproducing in full colour, the half tone effect is best displayed using 4-colour process printing.
Minimum size
10mm
Solid For use when the production process cannot preproduce half tone or when the speedmarque is less than 10mm wide. It may be reproduced using either 4-colour process or 2-colour solid special ink.
Minimum size
10mm
Line If you cannot reproduce the halftone and only have 1-colour printing available e.g. small size news print, 1-colour screen printing, desktop black and white printers, engraving, embossing/debossing then this option must be used.
Minimum size
Speedmarque options
To help cover all circumstances, three options have been developed.
The logotype
The logotype remains a constant bridge between the British Airways corporate identity and the new brand prefix presentation. Its weight and letterspacing should never by altered in any way and its relationship to the speedmarque should be presented as established in these guidelines. Note: The logotype should never be presented without the Speedmarque.
Blue P286
White
Silver P877
Mylius Modern Bold is restricted for use where enhanced type weight will help in differentiation and clarity particularly at small sizes e.g. paragraph headings within text and some signage applications. Mylius Modern Regular is our prefered font for all headline copy and all instances where the brand prefix lock-up is used. Mylius Modern Regular offers the safest option for headline legibility in print. This weight also offers a contrast to Extra Light when used for sub headings. Mylius Modern Extra Light is our preferred headline font where scale will improve its legibility. It is also recommended as an ideal weight for body copy.
Typeface - Mylius Modern Type weight usage There are specific guidelines for use of each type weight. Legibility and ease of use by the viewer are our primary concern, so please read our recommendations carefully. Verdana is our preferred default screen font as a substitute where Mylius Modern is unavailable.
Mylius Modern Light is only recommended as headline font where the headline may be reproduced at a small scale or in soft contrast colourways to avoid weak representation in print. It is a safe alternative to Mylius Modern Extra Light.
Mylius Modern Bold the increased thickness of the bold font will hold pale colours better than the finer weights in this font, however it is our intention to restrict the use of the bold weight to help differentiation within text headings. Mylius Modern Regular because of its heavier weight (in comparison to Mylius Modern Light and Extra Light) it will hold colour better in both the heavy and mid contrast ranges. Mylius Modern Extra Light will perform better when there is a high contrast between the letter colour and the background it sits upon.
Type weight and colour The use of colour can dramatically effect the legibility of type. You should not automatically assume that all weights will work at all sizes in every colour within our core and extended palette. As always it is for the designer to create the right mix to ensure a balance of the aesthetic and the practical.
Mylius Modern Light as with the extra light version of the font we recommend high contrast colours at lighter weights to ensure that legibility is maintained.
Photography
Photography is a valuable tool in inspiring informing and illustrating meaning in any given communication piece. Ensure that all imagery sits comfortably with the look and feel of the refreshed British Airways brand. Do not contradict or conflict with the brand values of safe and secure, warm and thoughtful, responsible and British. Ensure the highest possible standards are upheld. Keep photography clean, clear, stylish, and directional. Do not over style or over prop. Props if used, should inform or add context and depth.
People
Our portraits should engage, through the warm, honest portrayal of individuals or groups. Avoid staged situations. Avoid over formality. Avoid stereotyping - thinking beyond the immediate type or demographic. Avoid over styling (unless styling is core to the creative idea) and in general use hair styling and make-up to create a natural look.
Places
Destinations, and the romance of travel are core to our business, whether for work or pleasure. Large epic panoramas create a sense of scale and drama. This can be enhanced through a use of full bleed in application. Avoid the generic view of familiar destinations, always opting for a new, original take on a city or landscape. Ensure rich colour and depth of tone.
Products
The portrayal of products is an essential part of the selling process. Ensure that product photography is a appropriate to, and descriptive of its subject. Less is more, when it comes to helping the viewer to focus on a specific subject within a shot. Use propping with care, to enhance the product or to help describe its function. Be sure that any props used are likely to be available and are credible within any given situation.
Tone-of-voice
Understanding your audience and addressing them appropriately is key to all brand communications. It is our intention to spend more time in making sure that our tone of voice has a lightness of touch and ease that works well for customers at each point of their journey with us. However we must be careful to use appropriate language rather than assuming a casual approach at every point. We will talk with one brand personality but just as in life, that one personality should be able to span informality, professionalism and warmth as appropriate. If approached correctly our tone-of-voice can help to ensure that a British Airways journey is even more pleasurable.
Tone of voice
A refreshed tone of voice is a key aspect to updating our brand look and feel and compliments all the visual updates shown in these guidelines. Our brand tone is the difference between this PLEASE HAVE YOUR BOARDING CARDS AND PASSPORTS READY FOR INSPECTION WHEN YOU APPROACH THE GATE And this Please have your boarding cards and passports ready. The first sounds harsh and authoritarian. The second sounds warm, natural and polite.
Why does this work? It has a light and natural tone. Its purposeful and direct, but warm and friendly. Straightforward, and confident, it speaks directly to the customer - as an equal. The logical structure and use of jargon free everyday words show our professionalism. Conversational touches like using us and you and we, and just a few contractions like youre and Itll bring the letter totally up-to-date without going too far and becoming over-familiar or chatty. Even though its from the CEO of one of the worlds greatest brands its not at all stuffy. Instead its genuinely friendly upbeat yet calm.
Why does this work? It sounds like a person talking. Its clear, friendly and polite. It shows empathy and that were thoughtful. It has an easy rhythm and can be read out loud easily. We sound professional, explaining our processes clearly and calmly.
Executive Club
It would be a shame to lose out on the BA Miles that youve earned. The good news is that you still have five months left to keep hold of them, and there are a number of simple ways to do this: Book and fly with British Airways Not only will you enjoy all the benefits of the Executive Club, but youll also keep your existing BA Miles. You can even purchase extra BA Miles online to add to your balance. Make the most of one of our Executive club partners Theres a host of everyday ways to keep hold of your BA Miles - from renting a car with Avis to shopping at Tesco. Why does this work? It has a genuine and conversational feel. It has the ring of one helpful person talking to another It would be a shame to lose out. It clearly sets out what the customer needs to do so we sound responsible. The words are light on the page and this makes for an enjoyable and easy read.
3.0 Application
3.1 3.2 3.3 3.4 3.5 Blue & White as a colour base Core colour palette Extended colour palette The speedmarque - against plain surfaces The speedmarque against blue ribbed graphic surface 3.6 Ribbed background scale 3.7 Ribbed colour specification 3.8 Ribbed background and its relationship to other graphic components 3.9 Ribbed background effect page layout 3.10 Corporate identity applicaton 3.11 Corporate signature 3.12 Clear space area 3.13 Background control 3.14 Brand prefix application 3.15 Brand prefix 3.16 The brand prefix clear space area 3.17 External branding and communications type weight 3.18 Brand prefix narrative content 3.19 External branding and communications type colour balance 3.20 Brand prefix construction and spacing 3.21 Brand prefix construction and spacing 3.22 External branding and communications page layout 3.23 Cap height and leading 3.24 Cap height and leading 3.25 Headline type colour - advertising communications 3.26 Layout and photography 3.27 Large headline scale 3.28 Large headline for signage 3.29 In-journey cabin product - First 3.30 In-journey cabin product - Club World 3.31 In-journey cabin product - Club Europe 3.32 In-journey cabin product - World Traveller 3.33 In-journey cabin product - World Traveller Plus 3.34 In-journey cabin product - Euro Traveller 3.35 In-journey cabin product - Executive Club 3.36 Background control 3.37 Brand prefix construction oneworld 3.38 Brand prefix construction oneworld/rib effect 3.39 ba.com 3.40 ba.com 3.41 Brand prefix stacked for narrow space 3.42 In-journey 3.43 The prefix In-journey 3.44 Brand prefix construction and spacing 3.45 Brand prefix narrative content 3.46 The brand prefix clear space area 3.47 In-journey layout 3.48 In-journey layout 3.49 The prefix In-journey Single colour use 3.50 The prefix In-journey Conversation style 3.51 Prefix In-journey Single colour use 3.52 Prefix In-journey Single colour use 3.53 Prefix In-journey Background control 3.54 In-journey cabin products First 3.55 In-journey cabin products Club World/Club Europe 3.56 In-journey cabin products World Traveller/World Traveller Plus 3.57 In-journey cabin products Euro Traveller 3.58 In-journey Executive Club blue and silver 3.59 In-journey Executive Club gold and premier
White
286C Blue
485C Red
877C Silver
CMYK
White
100C, 75M
100Y, 96M
40K
#FFFFFF
#0035AD
#CC3333
#999999
RAL colour
9016
5002
3020
9006
White
286C Blue
485C Red
877C Silver
Warm grey 1
Warm grey 7
CMYK
White
100C, 75M
100M, 96Y
40K
30C, 14M
#FFFFFF
#0035AD
#CC3333
#999999
#021B41
#ACC8E2
#DDD6CD
#8F826C
RAL colour
9016
5002
3020
9006
5013
N/A
7047
7036
When placing the Speedmarque against a blue background only use the red/white version with a blue inner shadow.
Never place the red/blue against a blue background because we inevitably lose the shape of the Speedmarque as the blues converge.
When placing the Speedmarque against a white background only use the red/blue version with a blue inner shadow.
Never place the red/white speedmarque against a white background because we inevitably lose the shape of the Speedmarque as the whites converge.
x x
x x x
Never place the red/white/black against a blue background. The inner black shadow is no longer a component of the brand presentation.
Never place the red/blue/black speedmarque against a white background. The inner black shadow is no longer a component of the brand presentation.
When placing the Speedmarque against a blue background only use the red/white version with a blue inner shadow. Please note that the integrity of the Speedmarque is retained. The Speedmarque sits on top of the rib.
When placing the Speedmarque against a white ribbed background only use the red/blue version with a blue inner shadow. Please note that the integrity of the Speedmarque is retained. The Speedmarque sits on top of the rib.
1.25mm 1.25mm
A6
A5
A3
A2
A4
Actual size rib (when this document is printed at A4 = 1.5mm depth per rib) for all applications from A6 (and smaller) up to A1 print surface areas
A1
3mm 3mm
A0
Actual size rib (when this document is printed at A4 = 3mm depth per rib) for all applications from A1 to A0 print surface areas Anything above A0 size please contact the design management team.
The intention is to ensure that all printed graphic components sit with visual cohesion when placed together. All ribbed backgrounds to use the same scale of pattern no matter what the overall dimensions of the individual object.
Avoid rescaling the pattern to fit each graphic surface area as this will result in a variety of stripe effects, some of which may begin to dominate the overall design and alter our intention to create a subtle patterned effect.
CMYK
Background: 3% C, 3% M, 6% Y, 7% K Rib: 1% M, 2% Y, 4% K
Background: 16% C, 23% M, 23% Y, 44% K Rib: 13% C, 20% M, 20% Y, 37% K
X x3
Upgrade to
X
Upgrade to
The rib remains constant across a variety of page sizes while graphic components vary
Si meliora dies, ut vina, poemata reddit, scire velim, chartis pretium quotus arroget annus. scriptor abhinc annos centum qui decidit, inter perfectos veteresque referri debet an inter vilis atque novos? Excludat iurgia finis, Est vetus atque probus, centum qui perficit annos. Quid, qui deperiit minor uno mense vel anno, inter quos Si meliora dies, ut vina, poemata reddit, scire velim, chartis pretium quotus arroget annus. scriptor abhinc annos centum qui decidit, inter perfectos veteresque referri debet an inter vilis atque novos? Excludat iurgia finis, Est vetus atque probus, centum qui perficit annos. Quid, qui deperiit minor uno mense vel anno, inter quos
1. Corporate identity
The logotype and speedmarque are common to both the corporate and brand identities. Corporate Signature
2. Brand prefix
The logotype creates a bridge into the customer facing brand presentation.
3. In-journey
The speedmarque creates the bridge into the in-journey brand presentation.
Brand Prefix
Corporate signature
For corporate identity use and stand alone brand presentation (where no other text or accompanying copy is present). The traditional Speedmarque and logotype relationship is maintained.
Stacked option
Stacked option
Background control
The examples shown opposite should be used as a guide for selecting the correct Masterbrand signature for your background. When applying the signature to photographic backgrounds always attempt to place the signature in an area of minimum clutter. Avoid busy or heavily textured backgrounds. The legibility of text must always be achieved so ensure a good contrast between text and the background it sits upon.
Light background This is the preferred method of reproducing the signature. Mid background The positive or reversed out option of the signature may be used depending on the tone of the background. Dark background The reversed out option of the signature must be used on dark backgrounds.
Photographic backgrounds
Light tone background The positive option of the signature must be used.
Mid-tone background The positive or reversed out option of the signature may be used depending on the tone of texture of the background image.
Dark tone background The reversed out option of the signature must be used on dark backgrounds.
Avoid placing the identity components against complex textures and confined spaces. Never place the speedmarque against red backgrounds as this absorbs the integral corporate red and comprimises stand out.
Welcome on board
1. Corporate identity
The logotype and speedmarque are common to both the corporate and brand identities. Corporate Signature
2. Brand prefix
The logotype creates a bridge into the customer facing brand presentation.
3. In-journey
The speedmarque creates the bridge into the in-journey brand presentation.
Brand Prefix
Brand prefix
The brand prefix refers to the positioning of the Speedmarque in front of the British Airways logotype. This format will be adopted in all instances of graphic design where the brand mark is presented alongside accompanying text. This format uses the Speedmarque to introduce all text communications from British Airways allowing the brand to open a dialogue with customers. At its simplest the prefix acts as a mechanism from which to construct the graphic layout. Consistency in this layout treatment will help to reinforce a rational brand presentation. In principal all type should align to the left with the Speedmarque standing proud from the primary branding text message.
x x
x x x x x
Shaded area may be infringed upon by imagery if necessary, however it is preferable to give the Speedmarque prominence through clear surrounding space.
x x x x x
Headline copy in Mylius Modern Extra Light, creating distinct differentiation between text and brand logo. Please note that ensuring the legibility of all text is a priority in all instances. Where there is any possibility that the quality of legibility might be compromised by the use of this Extra Light weight please default to Mylius Modern Light. Note: Sub brand text is always presented in Mylius Modern Regular.
Headline copy in Mylius Modern Light, adding weight and substance to the text which will be valuable when type is presented at small sizes, as pale colour tints and when reproduction quality is uncertain. Note: Sub brand text is always presented in Mylius Modern Regular.
Headline copy in Mylius Modern Regular, which is the maximum strength recommended for headline copy. The use of Mylius Modern Regular should ensure legibility of text in all instances providing that the contrast colour between text and background is in balance. Please note that pale colours will always challenge legibility in print. Note: Sub brand text is always presented in Mylius Modern Regular.
Lorem ipsumlo est amet a duis voulpat diauser solor ar veta mis
Column width approximately equals the length of the British Airways logotype
Lorem ipsumlo est amet a duis voulpat diauser solor ar veta mis duis et nomnie alto vidi esta et psum dolor erst Lorem ipsum Voulpat diauser
Lorem ipsumlo est amet a duis voulpat diauser solor ar veta mis
Lorem ipsumlo est amet a duis voulpat diauser solor ar veta mis
x
x x
Lorem ipsumlo est amet a duis voulpat diauser solor ar veta mis Club World
x
Lorem ipsumlo est amet a duis voulpat diauser solor ar veta mis Club World
Illustration 1
Lorem ipsumlo est amet a duis voulpat diauser solor ar veta mis
Variable distance
Book at ba.com
Illustration 2
Book at ba.com
Illustration 3
Club World
Club World
Lorem ipsumlo est amet a duis voulpat diauser solor ar veta mis Club World
Club World
Club World
Body copy
6/10pt leading
Si mel utavin
100/109pt leading
Lorem ipsumlo est amet a duis voulpat diauser solor ar veta mis Club World
Lorem ipsumlo est amet a duis voulpat diauser solor ar veta mis Club World
Si meliora dies, ut vina, poemata reddit dolor ipsum set kiljleum amit.
Club World
Si meliora dies, ut vina, poemata reddit, scire velim, chartis pretium quotus arroget annus. scriptor abhinc annos centum qui decidit, inter perfectos veteresque referri
debet an inter vilis atque novos? Excludat iurgia finis, Est vetus atque probus, centum qui perficit annos. Quid, qui deperiit minor uno mense vel anno, inter quos
referendus erit? Veteresne poetas, an quos et praesens et postera respuat aetas? Iste quidem veteres inter ponetur honeste, qui vel mense brevi vel toto est iunior anno.
Club World
First
First
First
First
First
First
White
Warm Grey 7
First
Club World
Club World
Club World
Club World
Club World
Club World
White
Pantone 289
Pantone 2708
Club World
Club Europe
Club Europe
Club Europe
Club Europe
Club Europe
Club Europe
White
Pantone 289
Pantone 2708
Club Europe
World Traveller
World Traveller
World Traveller
World Traveller
World Traveller
World Traveller
White
Pantone 286
Pantone 485
World Traveller
White
Pantone 286
Pantone 485
Euro Traveller
Euro Traveller
Euro Traveller
Euro Traveller
Euro Traveller
Euro Traveller
White
Pantone 286
Pantone 485
Euro Traveller
Executive Club
Executive Club
Executive Club
Executive Club
Executive Club
Executive Club
Pantone 286
Pantone 877
Pantone 871
Executive Club
Background control
The examples shown opposite should be used as a guide for selecting the correct prefix colourway for your background. When applying the prefix to photographic backgrounds always attempt to place the prefix in an area of minimum clutter. Avoid busy or heavily textured backgrounds. The legibility of text must always be achieved so ensure a good contrast between text and the background it sits upon.
Club World
Mid background The positive or reversed out option of the prefix may be used depending on the tone of the background
Dark background The reversed out option of the prefix must be used on dark backgrounds.
Photographic backgrounds
Light tone background The positive option of the prefix must be used
Mid-tone background The positive or reversed out option of the prefix may be used depending on the tone of texture of the background image
Dark tone background The reversed out option of the prefix must be used on dark backgrounds.
Club World
Avoid placing the identity components against complex textures and confined spaces. Never place the speedmarque against red backgrounds as this absorbs the integral corporate red and compremises stand out.
1/5x
Lorem ipsumlo est amet a duis voulpat diauser solor ar veta mis
3/5x
Si meliora dies, ut vina, poemata reddit dolor amit Club World Si meliora dies, ut vina, poemata reddit dolor amit Club World Si meliora dies, ut vina, poemata reddit dolor amit Club World
Lorem ipsumlo est amet a duis voulpat diauser solor ar veta mis
3/5x
When placing the oneworld logo against the rib effect background a safe area is created by masking out an area in the base colour of the page to protect the integrity of the white vignette
ba.com
On price driven campaigns and online ba.com replaces the British Airways logotype with its own unique sizing and relationship to associated text. Please note that ba.com appears in Mylius Modern bold and associated text in a contrasting type weight Mylius Modern Regular.
ba.com
Text may either preceed or follow the ba.com prefix and may also run between the Speedmarque and the ba.com logotype. In all other ways the ba.com prefix follows the conventions set out for the British Airways prefix.
ba.com ba.com
Book at
Book by September 27
In-journey
The following pages show the treatment of brand prefix identity in-journey. Specifically for use in environments owned by British Airways e.g inside lounge environments, on board the aircraft, inside BA publications.
1. Corporate identity
The logotype and speedmarque are common to both the corporate and brand identities. Corporate Signature
Welcome on board
2. Brand prefix
The logotype creates a bridge into the customer facing brand presentation.
3. In-journey
The speedmarque creates the bridge into the in-journey brand presentation.
Brand Prefix
Welcome on board
Lorem ipsumlo est amet a duis voulpat diauser solor ar veta mis duis et nomnie alto vidi esta et psum dolor erst
Vertical format Copy can be presented both vertically and horizontally, depending on the design/communications piece. To create a vertical stack we recommend that a maximum line of 5 words per line to create a compact but easy to read typographic structure.
Horizontal format Where a design format dictates a horizontal layout simply run the line of text from the speedmarque and break the line as appropriate. Please note, long lines of copy are difficult to read so please ensure that the line length is both appropriate and legible.
Welcome on board
x x
Lorem ipsumlo est amet a duis voulpat diauser solor ar veta mis duis et nomnie
Welcome on board
In-journey layout
This construction can vary in scale and position to create a distinctive British Airways look whether against flat colour, illustration or photography. The same simple principles apply when building layouts with large amounts of body copy. Range left and maintain the principle of a simple typographic structure.
Enjoy!
Upgrading isnt about changing seats, its about changing airlines
Si meliora dies, ut vina, poemata reddit, scire velim, chartis pretium quotus arroget annus. scriptor abhinc annos centum qui decidit, inter perfectos veteresque referri debet an inter vilis atque novos? Excludat iurgia finis, Est vetus atque probus, centum qui perficit annos. Quid, qui deperiit minor uno mense vel anno, inter quos referendus erit? Veteresne
Welcome on board
In-journey layout
This construction can vary in scale and position to create a distinctive British Airways look whether against flat colour, illustration or photography. The same simple principles apply when building layouts with large amounts of body copy. Range left and maintain the principle of a simple typographic structure.
Debet an inter vilis atque novos? Excludat iurgia finis, Est vetus atque probus, centum qui perficit annos. Quid, qui deperiit minor uno mense vel anno, inter quos
referendus erit? Veteresne poetas, an quos et praesens et postera respuat aetas? Iste quidem veteres inter ponetur honeste, qui vel mense brevi vel toto est iunior anno.
Please ensure that the single colour version of the Speedmarque is carefully applied with the halftone tint always matching text or background colourway.
Welcome on board
Welcome on board
x
Always ensure that the integrity of the tint within the Speedmarque is correctly balanced.
British Airways
Never use this in-journey prefix format to connect the speedmarque and a text version of the British Airways name. This creates a conflict with the Speedmarque/logotype prefix format.
With our compliments Be our guest, just ask. Thank you for flying with us today We hope to see you again soon
Never use this in-journey prefix format to connect the Speedmarque and a text version of the British Airways name. This creates a conflict with the Speedmarque/logotype prefix format.
Be our guest, just ask. Thank you for flying with us today Its great to have you on board today With our compliments Be our guest, just ask. Thank you for flying with us today
Its great to have you on board today. X With our compliments Be our guest, just ask. Thank you for flying with us today
X X X
Its great to have you on board today With our compliments Be our guest, just ask. Thank you for flying with us today
When the Speedmarque is used against a colour outside the corporate palette it should naturally default to a blue internal vignette.
X X X X
With compliments
With compliments
With compliments
Mid background The positive or reversed out option of the signature may be used depending on the tone of the background.
Dark background The reversed out option of the signature must be used on dark backgrounds.
Photographic backgrounds
With compliments
With compliments
With compliments
Light tone background The positive option of the signature must be used.
Mid-tone background The positive or reversed out option of the signature may be used depending on the tone of texture of the background image.
Dark tone background The reversed out option of the signature must be used on dark backgrounds.
With compliments
With compliments
Avoid placing the identity components against complex textures and confined spaces. Never place the Speedmarque against red backgrounds as this absorbs the integral corporate red and comprimises stand out.
In-journey cabin products First The in-journey prefix format aligns all cabin brand identities for on board cabin brands and Executive Club. Each cabin brand identity has its own distinctive colour story. Each cabin brand identity requires the same safe area and conforms to the same layout principles as the core prefix identity.
First
First
White
Warm Grey 7
First
Club World
In-journey cabin products Club World/Club Europe The in-journey prefix format aligns all cabin brand identities for on board cabin brands and Executive Club. Each cabin brand identity has its own distinctive colour story. Each cabin brand identity requires the same safe area and conforms to the same layout principles as the core prefix identity.
Club World
Club Europe
White
Club World
Club Europe
289C Mdnt Blue 90% 289C Mdnt Blue 2708C Light Blue
White
Club Europe
World Traveller
In-journey cabin products World Traveller/ World Traveller Plus The in-journey prefix format aligns all cabin brand identities for on board cabin brands and Executive Club. Each cabin brand identity has its own distinctive colour story. Each cabin brand identity requires the same safe area and conforms to the same layout principles as the core prefix identity.
World Traveller
White
286C Blue
World Traveller
White
485C Red
Euro Traveller
In-journey cabin products Euro Traveller The in-journey prefix format aligns all cabin brand identities for on board cabin brands and Executive Club. Each cabin brand identity has its own distinctive colour story. Each cabin brand identity requires the same safe area and conforms to the same layout principles as the core prefix identity.
Euro Traveller
White
286C Blue
Euro Traveller
Executive Club
In-journey Executive Club Blue and Silver The in-journey prefix format aligns all cabin brand identities for on board cabin brands and Executive Club. Each cabin brand identity has its own distinctive colour story. Each cabin brand identity requires the same safe area and conforms to the same layout principles as the core prefix identity.
Executive Club
Executive Club
White
286C Blue
Executive Club
80% 877C Silver
White
877C Silver
Executive Club
In-journey Executive Club Gold and Premier The in-journey prefix format aligns all cabin brand identities for on board cabin brands and Executive Club. Each cabin brand identity has its own distinctive colour story. Each cabin brand identity requires the same safe area and conforms to the same layout principles as the core prefix identity.
Executive Club
Premier
White
871C Gold
Premier
90% Black
White
Black
Premier
4.0 Library
4.1 4.2 4.3 4.4 4.5 4.6 4.7 4.8 4.9 Corporate Identity stand alone Brand signature (preferred format) Corporate Identity stand alone Brand signature (Stacked format) Prefix Brand signature Corporate Identity stand alone Brand signature (Stacked format) Prefix brand signature Vertical text template Prefix brand signature Horizontal text template Prefix brand signature Large headline template Prefix brand signature Large headline template Prefix brand signature Club World 4.10 4.11 4.12 4.13 4.14 4.15 4.16 4.17 4.18 4.19 4.20 4.21 4.22 4.23 4.24 Prefix brand signature Club Europe Prefix brand signature Club First Prefix brand signature World Traveller Prefix brand signature World Traveller Plus Prefix brand signature Euro Traveller Prefix brand signature Executive Club/Executive Club blue Prefix brand signature Executive Club - Silver Executive Club - Gold Prefix brand signature Premier Prefix ba.com Vertical Template Prefix ba.com Horizontal Template (text preceeding) Prefix ba.com Horizontal Template (text following) Prefix In-journey Template (horizontal format) Prefix In-journey Template (horizontal format) Ribbed effect background Ribbed effect background
Text template
Text template
Text template
Text template
Text template
Text template
Text template
Text template
Text tem
Text tem
Text tem
Text tem
Text tem
Text tem
Text tem
Text tem
Text tem
Text tem
Text tem
Text tem
Club World
Club World
Club World
Club World
Club World
Club World
Club World
Club World
Club Europe
Club Europe
Club Europe
Club Europe
Club Europe
Club Europe
Club Europe
Club Europe
First
First
First
First
First
First
First
First
World Traveller
World Traveller
World Traveller
World Traveller
World Traveller
World Traveller
World Traveller
World Traveller
Prefix Brand World Traveller Plus Positive 4 Colour half tone Ref: M1
Prefix Brand World Traveller Plus Positive 4 Colour half tone Ref: M3
Prefix Brand World Traveller Plus Positive 4 Colour half tone Ref: M5
Prefix Brand World Traveller Plus Positive 4 Colour half tone Ref: M7
Prefix Brand World Traveller Plus Reversed 4 Colour half tone Ref: M2
Prefix Brand World Traveller Plus Reversed 4 Colour half tone Ref: M4
Prefix Brand World Traveller Plus Reversed 4 Colour half tone Ref: M6
Prefix Brand World Traveller Plus Reversed 4 Colour half tone Ref: M8
Euro Traveller
Euro Traveller
Euro Traveller
Euro Traveller
Euro Traveller
Euro Traveller
Euro Traveller
Euro Traveller
Executive Club
Executive Club
Executive Club
Prefix Brand Executive Club - Blue Reversed 4 Colour half tone Ref: 02
Prefix Brand Executive Club - Blue Reversed 4 Colour half tone Ref: O4
Prefix Brand Executive Club - Blue Reversed 4 Colour half tone Ref: O6
Executive Club
Executive Club
Executive Club
Executive Club
Executive Club
Executive Club
Executive Club
Premier
Premier
Premier
Premier
ba.com
ba.com
ba.com
ba.com
ba.com
ba.com
ba.com
ba.com
Prefix ba.com Horizontal (text following) Reversed B+W Line artwork Ref: T8
Text template Text temp Text template Text temp Text template Text temp
Text template Text temp Text template Text temp Text template Text temp
Text template Text temp Text template Text temp Text template Text temp
Text template Text temp Text template Text temp Text template Text temp
Text template Text temp Text template Text temp Text template Text temp
Text template Text temp Text template Text temp Text template Text temp
Text template Text temp Text template Text temp Text template Text temp
Text template Text temp Text template Text temp Text template Text temp
Professional We really understand our business and this comes through to our readers in our depth of knowledge. We show our professionalism in our use of language too, with careful structuring, high standards of spelling and grammar and incisive, helpful explanations. Our professionalism shines through when we structure technical information for our customers benefit. It shows when we help people through our processes, writing customer-friendly material. British We sound British in all the best senses of the word. We sound contemporary and not stuffy. Our language is inclusive and doesnt shut people out. We have a light touch with our words. We are polite.
And finally, we have the same helpful, friendly personality whenever we communicate. We dont become bossy and distant in signs, put on a layer of management jargon when we speak to each other internally, become over-familiar when we talk on the phone, or starchy onboard. Nor do we change our tone when we have difficult news to deliver. We sound like British Airways, always. Were moving our brand language forward. Thats not to say what we did before was wrong or inappropriate. Were just making some changes to refresh the way we communicate from now on.
Examples
What follows are a range of examples of how our tone of voice should sound. Even if these examples dont apply to your area, our tone of voice still does. The examples show general rules that work for everyone at British Airways.
Boarding announcement
DURING BOARDING Good morning/afternoon/evening and welcome onboard this British Airways flight to (destination). Before you make yourselves comfortable, please make sure your hand luggage is safely stowed. Small bags may be kept under the seat in front of you. All other items must be placed into an overhead locker. Please put your bags right inside the locker as they can sometimes fall out and may injure someone. If your bag has wheels, put it in wheels first (not 767). We would appreciate your assistance by closing the overhead lockers once they are completely full. If you are seated in an emergency exit row, or a front row bulkhead seat all items must be placed in an overhead locker as the floor area around you must be completely clear. Thank you.
Why does this work? The greeting is friendly and natural. We sound polite and approachable, while still retaining our heritage. We are proud to welcome people to British Airways. Look at how conversational the second paragraph is. It uses phrases like make yourselves comfortable which sounds inviting and warm just the way youd say it. We take responsibility, and explain clearly what needs to be done. We say please and thank you, effortlessly polite. We sound professional because we are able to explain the risks in straightforward language. The whole tone sounds contemporary and is easy to read out loud. It is refreshingly simple and light.
Sign
We welcome the following guests: First, Club and Executive Club Gold and Silver card holders.
Executive Club
It would be a shame to lose out on the BA Miles that youve earned. The good news is that you still have five months left to keep hold of them, and there are a number of simple ways to do this: Book and fly with British Airways Not only will you enjoy all the benefits of the Executive Club, but youll also keep your existing BA Miles. You can even purchase extra BA Miles online to add to your balance. Make the most of one of our Executive club partners Theres a host of everyday ways to keep hold of your BA Miles - from renting a car with Avis to shopping at Tesco.
Appendix B: Examples
The prefix In-journey. Internal communications literature The prefix In-journey. Internal communications literature The prefix In-journey. Internal communications literature The prefix In-journey. Lounge signage The prefix In-journey. Lounge signage The prefix In-journey. Lounge signage The prefix. Worldwide timetable Direct Mail Executive Club Blue Direct Mail Executive Club Gold Direct Mail Executive Club Silver Direct Mail First Direct Mail Executive Club Silver
Thought ful
10
I actively listen to what the customer needs and ask open questions to find out more
I make sure I have understood the issue by repeating what the customer has said in my own words. I try to take a mental deep breath and listen before I reply.
I offer reassurance when needed I am sensitive to each situation and show empathy to the customer
We never know what a person could be going through. Someone's personal disaster may be a minor point to us - but it's VERY relevant to them. If a passenger has received sad news we need to be aware they are not functioning normally and will need more patience and assistance. Often I think of my Mum who is now elderly and forgetful and how frustrated I can get as her daughter explaining things to her. So when I see thoughtfulness from organisations she comes into contact with I try and learn from this. We simply must understand that an inexperienced traveller could be in a lot of distress as well. Flying is a piece of cake to us, but very traumatic to others. We should offer extra attention where needed NOT when we THINK it's needed. Sometimes it's as easy as a few kind words.
12
Thoughtful
Being thoughtful is about being tuned into our customers. Its understanding what they need. Its also understanding what effect our actions will have on them.
Its the way we genuinely connect, and show that we are real people. Its the way we bring our customers back onto our side.
Professional
Professional
28
Customers often overhear conversations about internal politics and negative talk about BA. I hate hearing that sort of thing as a customer myself. What you think of BA is your opinion when youre in earshot of a customer, you represent the airline. You also have to remember that you are always being observed so if you let your guard slip, it can affect more than just the customer in front of you.
Professionalism to me ALSO means giving the customer timely information not leaving them in the dark; telling them the truth and not hiding behind jargon like for instance "We apologise but this flight has been cancelled for operational reasons. Customers need to be kept up to date even if it is bad news so at least they can make alternative arrangements.
I stand behind our airline and our policies, even if I dont always agree
I think that everyone is proud to work for the airline and is passionate about their job. If a passenger is not happy with the service or a particular policy then I would try and discuss this with them and feed their comments back but never discuss my personal opinions on the matter.
30
31
Professional
British
36
I remain dignified, respectful and calm in the face of frustration or anger from a customer
Treat customers with respect at all times even when they are really challenging you. Even when they go too far, be firm but not rude or confrontational. Politeness always helps and even if the message we have to convey is a difficult one always show the utmost respect even when they may be irritable and irate. The last thing they need is for us to put fuel on the fire if there is disruption or someone else in the airline has served them badly.
I am patient and rephrase my words to help customers understand me, especially if we dont share the same first language
British
39
It is practically not possible for every staff member to know more than a couple of languages so communication will definitely be a hassle at times. A lot of the time we do get someone who can speak the same language as the passenger to help with resolving situations. English is not my Dad's first language and I have seen him being shouted at by people who find him difficult to understand.
38
British
Galleries First
The prefix In-journey Lounge signage
Lorem ipsumlest amet? Amet a duis voulpat diauser solor ar veta mis
For further information please contact: www.babrand.com +44 (0)7000 2246243 babrand@schawk.com This version of the brand guidelines supercedes any previous versions, which should be discarded. Please ensure all use of the British Airways brand complies with any applicable regulations and has been approved by a BA representative. Photography subject to license. Do not reproduce without permission.