brand identity guidelines - apex · jonathan norris airbus christine zhu cathay pacific airways...

C100 M66 Y0 K32 C60 M30 Y0 K0

C38 M15 Y0 K0

C11 M4 Y0 K8

C53 M0 Y15 K8

C39 M0 Y0 K0

C100 M60 Y20 K0

C100 M2 Y9 K27

C75 M45 Y0 K0

C55 M30 Y0 K5

APEX Logo Colors

C50 M0 Y100 K0

C100 M0 Y50 K40

C3 M3 Y15 K20

C30 M35 Y80 K15

C0 M18 Y32 K10

C76 M100 Y7 K0

C11 M100 Y0 K0

C43 M0 Y60 K0C17 M100 Y100 K8

PMS 877 C Metallic

Accent Colors

Fonts

Proxima Nova Regular

Proxima Nova Bold

Proxima Nova Black

Proxima Nova Light

BRAND IDENTITY GUIDELINES

April 2013

BRAND IDENTITY GUIDELINES 2

IntroductIon

Introducing the brand that will represent the Airline Passenger Experience Association. The APEX brand is represented by the association name, acronym and icon, which together are referred to as the logo. The logo will help establish the reputation of APEX as the leading source for best practices, educational resources, industry information, and networking opportunities for the airline passenger experience industry. Adherence to the branding guidelines will aid in the immediate identification of the logo and its association with APEX values.

C100 M66 Y0 K32 C60 M30 Y0 K0

C38 M15 Y0 K0

C11 M4 Y0 K8

C53 M0 Y15 K8

C39 M0 Y0 K0

C100 M60 Y20 K0

C100 M2 Y9 K27

C75 M45 Y0 K0

C55 M30 Y0 K5

APEX Logo Colors

C50 M0 Y100 K0

C100 M0 Y50 K40

C3 M3 Y15 K20

C30 M35 Y80 K15

C0 M18 Y32 K10

C76 M100 Y7 K0

C11 M100 Y0 K0

C43 M0 Y60 K0C17 M100 Y100 K8

PMS 877 C Metallic

Accent Colors

Fonts


Proxima Nova Bold

Proxima Nova Black

Proxima Nova Light

TABLE OF CONTENTS

4 The Logo

6 Minimum Space Around the Logo

7 Incorrect Use of the Logo

8 Icon Usage Variations

9 Icon Variations — Examples

10 Additional Approved Companion Logos

11 Colors

12 Primary typography

14 Secondary typography

15 Photostyle Guidance

16 Proper Usage of the Name in Copy


the logoThe clean, sleek design of the APEX logo is what makes it stand out. Our logo should always be shown as clearly as possible and not be overwhelmed by other visual elements. The logo and its components must never be altered or modified in any way. The APEX logo is most effective when positioned in clear space, which helps to protect its integrity. The logo must always be produced in the specific cmyk colors unless the application requires a grayscale or black/white line art option.

The APEX logo is a combination of three elements: the “windows” icon, the acronym APEX and the full association name.


icon left

main logo

News 1

News 2

icon right

icon left

main logo

News 1

News 2

icon right

With the tagline, the minimum width should be no less than 1.5”

Without the tagline, the minimum width should be no less than .5”

1.5” .5”

Clearance around the logo should be greater than or equal to the height of the “x” in the logo type



1.5” .5”




1.5” .5”


logo varIatIons

Standard useFor social media and avatars, in instances where the association has previously been identified by the full logo, the icon and acronym, or the icon alone may be used.

For horizontal spaces: icon can be right or left as shown.

Grayscale

Line art for engravingor stamping only



1.5” .5”




1.5” .5”



MInIMuM space around the logoThe logo should always be placed in a prominent position, so it appears clearly and distinctly. The logo should appear on all association materials, both printed and electronic. Around the logo there should always be enough space to ensure a powerful and clear visual image. The amount of clear space is in direct proportion to the size of the APEX logo and must not be altered.

The minimum space around the logo should at least be equivalent to the height of the “x” see illustration. If possible more space should be allowed.



1.5” .5”



Incorrect use of the logoAlways use approved artwork. Whenever possible, use the EPS file format for best results.

For your guidance, some typical examples of incorrect use of the APEX logo are illustrated here. They contain errors in the letterforms, colors and formats.

apexAirline Passenger Experience Association

Do not change the color of the icon or the type

Do not change the style of the icon

Do not change the typefaceof the acronym or theassociation name.


Icon usage varIatIonsWhen the icon is applied to a design, in the white space of layouts, it can be set up vertically or horizontally as a graphic. For consistency and legibility keep the transparency level at 25%.


Icon varIatIon — exaMples

3794_notecard_apex.indd 1 2/10/2011 8:31:05 AM

PRESIDENT

Patrick Brannelly

Emirates

VICE PRESIDENT

Manoela Amaro

TAM Airlines

SECRETARY

Dominic Green

Spafax

TREASURER

Linda Palmer

Walt Disney Studios

Motion Pictures Non-Theatrical

IMMEDIATE PAST PRESIDENT

Christine Ringger

Swiss International Air Lines Ltd.

DIRECTORS

Chris Babb

Delta Air Lines

Kevin Bremer

Boeing Commercial Airplanes

Neil James

Panasonic Avionics Corporation

Leigh Mantle

Inflight Productions Ltd

Jonathan Norris

Airbus

Christine Zhu

Cathay Pacific Airways Ltd.

Association Management

Kellen Company

A

355 Lexington Ave., 15th Floor, New York, NY USA 10017 | Tel: +1.212.297.2177 | Fax: +1.212.370.9047 | Email: [email protected] | www.apex.aero

Russell A. LemieuxExecutive Director

1100 Johnson Ferry Rd., Ste. 300Atlanta, GA 30342 USA

+ 1.404.252.3663Fax: + 1.404.252.0774

[email protected]

apex.aero

3551_APEX_biz_cards.indd 1 12/29/2010 8:04:46 AM

Web Banner

Notecard

Stationery


addItIonal approved coMpanIon logos

TM

TM

TM

Daily SmartBrief

Digest

Daily SmartBrief

Digest


approved colorsColors are important to our visual identity. The icon offers a variety of colors from which to choose. Our colors are specified as cmyk for process printing and can easily be translated to web and social media. Accent colors should only be used occasionally as highlight colors.

C100 M66 Y0 K32 C60 M30 Y0 K0

C38 M15 Y0 K0

C11 M4 Y0 K8

C53 M0 Y15 K8

C39 M0 Y0 K0

C100 M60 Y20 K0

C100 M2 Y9 K27

C75 M45 Y0 K0

C55 M30 Y0 K5

APEX Logo Colors

C50 M0 Y100 K0

C100 M0 Y50 K40

C3 M3 Y15 K20

C30 M35 Y80 K15

C0 M18 Y32 K10

C76 M100 Y7 K0

C11 M100 Y0 K0

C43 M0 Y60 K0C17 M100 Y100 K8

PMS 877 C Metallic

Accent Colors

Fonts


Proxima Nova Bold

Proxima Nova Black

Proxima Nova Light


prIMary typography — proxIMa novaThis typeface has been chosen as the primary typeface for all applications. This is the only sans serif typeface to be used.

ABcDEfghi j 01234


prIMary typography — proxIMa novaThis typeface has been chosen as the primary typeface for all applications.

Proxima Nova Light

AaBbCcDdEeFfGgHhIiJjKkLlMmNnOoPpQqRrSsTtUuVvWwXxYyZz1234567890$%&(,.;:#!?)



Proxima Nova Semibold

aaBbccddeeffgghhIiJjKkllMmnnooppQqrrssttuuvvWwxxyyZz1234567890$%&(,.;:#!?)

Proxima Nova Bold


Proxima Nova Extra Bold



secondary typography — arIalTo ensure sufficient flexibility in all media, we use a secondary font in our identity. Arial replaces Proxima Nova when material is distributed electronically (i.e. PowerPoint, e-mails, websites and word documents).

Arial Regular


Arial Bold


Arial Black



photostyle guIdancePhotos are the ultimate form of communication because they work directly on an emotional level. That is why images with a distinct character and feeling of their own are one of the central components of the APEX identity. Our photos should have personality, and reflect the joy of travel and all it has to offer... from delicious food to relaxing music... the business traveler... the lounge... the climate.... the entertainment... all the amenities....People must look natural and relaxed, and not be in ‘posed’ situations. Products should look their absolute best. Locations should look authentic.


Every two weeks you also receive apexnews Digest, a compilation of headlines and incisive original content covering the passenger experience.

apexnews Daily SmartBrief is the latest in a series of new innovations from the Airline Passenger Experience Association (APEX), the community of businesses and professionals committed to world-class airline experience for passengers around the globe!

Not a member yet? Call or click to join APEX today.

+1.212.297.2177 • [email protected] • www.apex.aero

Have your daily dose of PAX news delivered directly to your inbox with the FREE apexnews Daily Smartbrief!

apexnews Daily SmartBrief is your one-stop, global, industry news source covering every facet of the airline passenger experience.

COMING SOON!

photostyle guIdIance — IconIcThis ad concept shows the iconic fun side of APEX. Illustrations can also be used to represent the organization. It represents all the aspects of the airline experience through illustration

brand identity guidelines - apex · jonathan norris airbus christine zhu cathay pacific airways...

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