hs brand guidelines 20131201 (1)

To recapture the elegance and joy of commercial flying by presenting the next generation of young, savvy, better educated travelers an easy way to access and experience

premium travel through multiple platforms.

M I S S I O N

03 Brand Guidelines Version 1.1

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

Identity 04 Identity Rules 05 Identity Usage 06 Identity Misuse 07 Typography 08 Color 09 Photography 10 Application 11 Help Desk 13


The Hubspoke wordmark is crafted from the straightforward and unornamented sans serif typeface Flama, designed by Mário Feliciano in the early 2000s. Extra letterspacing adds sophistication and elegance.

The window icon embodies the premium nature of luxury aviation travel. The subtle simplicity of the icon hints at relaxation, a key characteristic of the experience in the air and throughout the app.

I D E N T I T Y


The primary identity is the lock-up. For efficiency, the components may also be used as standalone graphic elements. Even on their own, the icon and the single-line mark both visually retain the elegance and strength of the brand.

For use in graphic elements, and for small icons where the full wordmark logo would be illegible, the standalone icon may be used to represent the Hubspoke brand.

Identity lock-upIconSingle-line mark

I D E N T I T Y R U L E S

The brand mark is always set in the brand color and can be placed on an approved background color.

Care should be taken not to place the mark across photography or a background which would render the mark illegible.

I D E N T I T Y U S A G E


The wordmark should not be skewed, distorted, or otherwise altered.

I D E N T I T Y M I S U S E


Never scale disproportionately

Never overlap the identity

Never change the alignment of the identity

Never distort the identity

Never lock the identity with the icon at the bottom

Never change the color of the icon and change the wordmark color

T Y P O G R A P H Y


Hubspoke relies heavily on typography, specifically the typefaces Flama Light and Kepler Std. We use them together whenever possible, in communications analog and digital, to affect a consistent look and feel which yields trust for our clients and partners.

Flama Light is the primary typeface used for headings. It is set in all caps with generous amounts of letterspacing.

Kepler Std is the secondary typeface and the workhorse of the system. Its contemporary design and modern style communicates an energetic, yet humanistic style. Regular is used for text while Italic is employed in captions and quotations. Semibold should be used sparingly for sub-titles.

C O L O R


Hubspoke’s palette of colors reference the sky at dusk. Tones of blues and greens harmonize with the warm colors of the setting sun.

Primary colors are Sunset Yellow and Premium Blue. Background colors Midnight Blue and Cream Leather provide warmth and dynamism.

Secondary tones supplement the primary colors and can be used to highlight information and provide a broader visual distinction within a layout and across applications.

Sunset Yellow C:2 M:23 Y:82 K:0 R:248 G:196 B:73 #F8C348

Dawn Green C:53 M:21 Y:44 K:1 R:128 G:168 B:151 #7FA796

Savvy Red C:33 M:91 Y:72 K:38 R:120 G:37 B:47 #792630

Premium Blue C:100 M:90 Y:39 K:50 R:0 G:27 B:69 #001A44

Midnight Blue C:96 M:84 Y:49 K:64 R:0 G:19 B:48 #00122F

Air Blue C:91 M:47 Y:43 K:16 R:0 G:102 B:118 #006676

Cream Leather C:4 M:2 Y:7 K:0 R:241 G:241 B:234 #F0F0E9

P H O T O G R A P H Y


Our photography is influenced and inspired from our own color palette. When used without editorial intent, the subject of the photography should focus on warm yellow and orange hues with a high contrast in satuation.

A P P L I C A T I O N – S T A T I O N E R Y


Hubspoke Premium travel, compared

[email protected] hubspoke.com

Objective Subject 20 Jay St, Suite 1019 Brooklyn, NY 11201

22 November 2013

Dear Sir,

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Etiam pulvinar, arcu in pharetra venenatis, eros libero commodo tellus, quis viverra nunc neque quis lorem. Quisque molestie dui nulla. Integer scelerisque massa a nulla rhoncus ultrices placerat eu nulla. Praesent mattis orci ac nunc malesuada a sagittis tellus dignissim. Donec non mi at augue sagittis accumsan sed convallis felis. Nam nunc orci, viverra vitae facilisis eget, suscipit eget orci. Nullam laoreet augue condimentum mauris adipiscing nec accumsan mauris fringilla. Vestibulum egestas sem at lorem blandit nec congue neque venenatis. Sed dui velit, dignissim et aliquam eu, bibendum vulputate nibh. Phasellus fermentum cursus turpis egestas pharetra.

Sed erat tellus, euismod id cursus sit amet, dignissim quis libero. Integer sagittis nibh et metus venenatis aliquam ullamcorper est viverra. Vivamus eu leo massa. Maecenas libero urna, imperdiet sit amet rutrum in, lobortis at enim. Duis adipiscing cursus risus ut tristique. Donec vitae sem id arcu convallis fermentum.

Sincerely,

Emeka Ogbonna

Emeka Ogbonnahubspoke.com123 444 5678

[email protected]

Premium travel, comparedAddress 1, Address 2, City, State, Zipcode

Objective Subject20 Jay St, Suite 1019Brooklyn, NY 11201

A P P L I C A T I O N – P O W E R P O I N T


To reinvigorate the premium flying experience by providing travelers with quick and easy access to first

class airline tickets.

M I S S I O N

• Rapidly growing • Massive usage margin • Dynamic marketplace • Built on existing frameworks • Mobile - access from anywhere

S I Z E O F M A R K E T

HubspokeGet Started

Login

AT&T 11:56 AM

• Clean user interface • Creation of user base through account creation • Personalization - preset preferences to the

individual(s) • Streamlined purchase process • Secure • No database of credit information is stored,

information is stored application side and applied only when necessary.

T H E A P P L I C A T I O N

H E L P D E S K


For help with the brand system or questions regarding the guidelines, please contact:

David Jalbert-Gagnier +1 718 801-8075 office [email protected]

Crafted with care by:

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hs brand guidelines 20131201 (1)

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