文稿成果全球500强vi设计brandbook

1、FROMCREATINGSTOCHOOSINGBRAND APPLICATIONTYPE STYLESThis is where you startCONTENTS1.Stansted Where do you start?2.Discover Stansted3.How we define Stansted4.Our new logo and signature5.Our brand architecture6.Our colour palette7.Our copy platform8.Typography9.Photography10. Example communications11.

2、 Disability Discrimination Act (DDA)12. Contacts and sign off1STANSTED Where Do You Start?London Stansted Airport is changing, and with that change a need arises to create our own distinct brand image and identity for our airport. A personality which is expressed through everything we do, and contin

3、ues toensure that Stansted is the airport of choice for London and the home counties.The ambition of this brand book is to give you all the tools you need to help us project this consistent, professional, and personal identity. We ask that the new identity is used in every touch point you have with

4、customers; from marketing communications, to airport refurbishments.The only element that is excluded from these brand guidelines is Way Finding Signage, which will continue to carry its existing black and yellow design.2DISCOVER STANSTEDOffering flights to more than 150 destinationsFrom the first m

5、oment our visitors approach the iconic Sir Norman Foster designed terminal building, they begin a journey of discovery.20 million passengers choose London Stansted Airport each yearLondon Stansted Airport exists to satisfy todays new breed of traveller. More than ever, our visitors are looking for c

6、hoice. From the coffee they drink to the destinations they fly to. The fact is every part of the journey has to offer a positive experience. London Stansted Airport exists to deliver these experiences. For those that choose to start their journey at Stansted, we want to ensure it becomes a journey o

7、f discovery.We serve more European destinations than any other airport in the world60% of our airport waste will be recycled by 2015There are 120 shops at the airport offering a diverse range of products and services from a Thai curry to a designer handbagHow do we do that? Go discover3HOW WE DEFINE

8、 STANSTEDCulturalDiverse, interesting, open-minded, tolerantLondon Stansted Airport has more scheduled flights to Europe than any other airport in the World. Accessibility from London and the City is excellent and we are a mere hop, skip anda jump from the Olympic Stadium.ChoiceRange, brands, variet

9、y, quality, surprisingOur passengers are looking to discover more, from the services available to new and exciting destinations we service.ContemporaryCosmopolitan, confident, modern, premiumOur design work should constantly seek to surprise and delight with reasons to choose London Stansted Airport

10、. Avoid the obvious and seek to challenge.ExcitingEnergetic, progressive, vibrant, connected4OUR NEW LOGO AND SIGNATUREOUR STACKED SIGNATURETo be used on the majority of our communications. We have stacked the logo and signature. This allows the piece to be more compact.Our new logo and signature mu

11、st appear on everything we do, including internal communications. The proportions and colour rules must be adhered to. No longer does BAA precede Stansted, and the brand square is now one colour. Our signature is the embodiment of London Stansted Airport. A place to discover at the start of a journe

12、y.It must always be ranged right to the exclusion zone guides (next page).ELEMENTSThese have been crafted and cannot be replaced using type. Do not attempt to create it yourself. It should only be used from supplied (approved) image files. They must not be distorted. The signature will be supplied i

13、n locked jpeg and eps formats.OUR LINEAR SIGNATUREWhen in some cases you need to use a linear variant of our signature. Keep Go discover to the same height as the L in London, and position by using the brand square as a measurement to define your clearance.SIZESSize is measured by the initial S in S

14、tansted and is directly related to the size of the overall piece.NEGATIVE (REVERSED) VERSIONFor use on one colour print projects, livery or lanyards etc.Minimum sizes:For A3 the S height is 9mm, for A4 it is 7mm and at A5 and DL it is 6mm. On DL and similar formats we use a 6mm stacked version of th

15、e signature, placed in the bottom right corner. In exceptionally restrictive sizes (e.g. credit card size) a minimum 4mm stacked signature can be used but permission must be obtained from the Brand Group.A full white out version exists.For usage please contact The Brand Team.Maximum sizes:For larger

16、 or non-A sizes over those listed above, increase the signature proportionately and apply the same exclusion rules (next page).For example, an A4 oversized ring binder should use an 8mm version whilst a 48 sheet billboard should use a 165mm version.POSITIONING THE SIGNATURE & EXCLUSION ZONEWhen posi

17、tioning our signature there must always be a brand square and a half clearance around the logo.12xxBrand Square (x)x34xxBrand Square (x)xxxThe stacked variant of our signature must always be positioned bottomright of the layout.Incorporating the web addressOUR NEW LOGO AND SIGNATURE DO NOTDo not add

18、 the strapline to the old Stansted logoGo discoverDo not change the relationship or positioning of any of the elementsGo discoverDo not distort in any wayGo discoverDo not use any other colurways or tints for the logo / signatureGo discoverDo not use a low quality (resolution) version of the logo it

19、 doesnt enforce our quality values. High resolution versions of all logos are available.EXAMPLE COMMUNICATIONS Incorporating a secondary logoIn cases of advertising communications the partner logos should fit into the top right hand corner of our grid structure and should be either reversed out of o

20、ur primary blue or full colour on white.With 17 new routes since January 2010POP OVER TO HANOVER OR SPLITTO CROATIAWhere do you start?Landscape and portrait format examplesWith 17 new routes since January 2010POP OVER TO HANOVER OR SPLITTO CROATIAWhere do you start?With 17 new routes since January 2

21、010POP OVER TO HANOVER OR SPLITTO CROATIAWhere do you start?With 17 new routes since January 2010POP OVER TO HANOVER OR SPLITTO CROATIAWhere do you start?EXAMPLE COMMUNICATIONS Incorporating a secondary logoIn cases of advertising communications the partner logos should fit into the top right hand c

22、orner of our grid structure and should be either reversed out of our primary blue or full colour on white.With 17 new routes since January 2010With 17 new routes since January 2010POP OVER TO HANOVER OR SPLITTO CROATIAPOP OVER TO HANOVER OR SPLITTO CROATIAWhere do you start?Where do you start? Go di

23、scover Go discover With 17 new routes since January 2010With 17 new routes since January 2010POP OVER TO HANOVER OR SPLITTO CROATIAPOP OVER TO HANOVER OR SPLITTO CROATIAWhere do you start?Where do you start?Go discoverGo discover5OUR BRAND ARCHITECTUREOur core brand architecture needs to be consiste

24、ntly represented throughout all customer touch points. The brand architecture is based upon Sir Norman Fosters own architectural designs for the terminal building; his architecture becomes our architecture for all customer communications.THE ARCHITECTURAL GRIDTo ensure there is a level of consistenc

25、y across communications, we have developed an architectural grid from which you must create all relevant pieces. The grid, to be used in both landscape and portrait formats, consists of 8 columns.Locked to this base grid of columns is the brand architecture itself. The scale of these elements in rel

26、ation to the underlying grid has been carefully developed and must not be adjusted. However, you are free to select a 6 column space from the overall page, or for extreme vertical spaces you can select a four column width.CHOOSING YOUR POSITION ON THE GRIDDraw the flat area of your required format,

27、and lay onto the grid to define the area you will be using (according to the column restrictions above). To allow for maximum flexibility, you can move your selectionvertically and simply extend any short lines of the architecture you may find.DEFINING THE BRAND AREAThe Stansted brand logo must alwa

28、ys sit in the bottom right corner. Once in place, the containing area needs to be defined. Simply look at the left of the logo until you come toan angled line, sloping downwards from left to right. Apply the exclusion zone to the logo and draw a horizontal rule of the same thickness as the line it w

29、ill join that bleeds off the right of the page and connects with the angled line.Defining area for signature application.PLACING YOUR TEXTIf you choose to place your message above a picture then your copy must range left. If below a picture then range your message tothe right. Once in place all copy

30、 must always appear white out of the background colour. When placing text on the column grid, it should range to fit the appropriate column width.5 destinations in Ireland. 18 different whiskeys.BUSHMILLS 16 YEAR OLDSINGLE MALT.ONLY 29.00Where do you start?PLACING AN IMAGEOnce you have defined your

31、page shape and placed your logo and text, simply look fora natural selection of the architecture to form an image block.POSITIONING THE SECONDARY COLOURLook for a natural triangle at the edge of the page. It is worth remembering that the role of the secondary colour block is to point at the importan

32、t part of the communication.5 destinations in Ireland. 18 different whiskeys.BUSHMILLS 16 YEAR OLDSINGLE MALT.ONLY 29.00Where do you start?FINISHING THE LAYOUTOnce all your elements are positioned and correctly sized, you should start to remove the unwanted parts of the architecture. There are two r

33、ules to guide you here:The architectural lines must never run through or over textThe architectural lines must never run through or over an important element within the photographyFeel free to experiment. sometimes you may wish to remove a line entirely, at other times you may want to shorten a line

34、 to a closer intersection. Your guide is that you should remove as much of the architecture as you can without losing a sense of the structure.5 destinations in Ireland. 18 different whiskeys.BUSHMILLS 16 YEAR OLDSINGLE MALT.ONLY 29.00Where do you start?5 destinations in Ireland. 18 different whiske

35、ys.BUSHMILLS 16 YEAR OLD SINGLE MALT. ONLY 29.00Where do you start?5 destinations in Ireland. 18 different whiskeys.BUSHMILLS 16 YEAR OLD SINGLE MALT. ONLY 29.00Where do you start?Portrait examples incorporating the web address6OUR COLOUR PALETTEWe have defined a colour spectrum to operate within. T

36、he primary colour is blue and we have a secondary red and tertiary silver as support.Wherever possible use the special silver to create a premium feel. Where metallics arent possible revert to the 4-colour alternative (support).These colours are not permissable as tints.PANTONECMYKRGBWEB SAFECMYKRGB

37、Hex ValuePRIMARY3005PMS1003000013820800B2FFSECONDARY207PMS01004319198781CF0076SUPPORTSPECIAL SILVERCOOL GRAY 6 C00040166168170A6A8AA877PMSOUR COLOUR PALETTE ApplicationThe amount of primary blue used is determined by your image area selection. Generally it should be 60% of your overall layout - with

38、 enough coverageto contain your copy and signature.The secondary colour should always be used in the natural trianglecreated at the edge of your layout. Bear in mind this also acts as a graphic to highlight important parts of the communication.5 destinations in Ireland. 18 different whiskeys.BUSHMIL

39、LS 16 YEAR OLD SINGLE MALT. ONLY 29.00Where do you start?5 destinations in Ireland. 18 different whiskeys.BUSHMILLS 16 YEAR OLD SINGLE MALT. ONLY 29.00Where do you start?7OUR COPY PLATFORMThe Stansted Brand can be expressed both visually and through the written word. These words can say more to arti

40、culate and support the brand than any other element in the communications piece.platform for us to encourage readers to discover something they didnt know about Stansted. Rather than communicating the expected or known, we encourage you to find a Discovery slant to your messaging. This element of su

41、rprise and delight can cause a greater shift in perception of Stansted Airport that will help to develop positive feelings about the brand.Our positioning of Go Discover provides a communicationThe Stansted Brand follows a three tier messaging platform that should be adopted for all pieces of commun

42、ication.STAGE 1Use headline copy to surprise, delight, amaze and engage the audience by providing information about London Stansted Airport that captures their attention.For example, it would be expected that you can buy a coffee and a sandwich at Stansted, but did you know you can have Caviar or a

43、Thai meal?STAGE 3We provide the answer through the logo & strap line Stansted, Go DiscoverSome examples:An example of the three tier messaging structure being used to promote food at the airport.From Caviar in our seafood bar, to a spicy Thai before you flyWhere do you start? Stansted, Go Discover (

44、logo)An example three tier messaging structure for a recruitment advert.With a free 3wk training course and up to 48hrs paid leaveto help your communityDoes a potential employee know that every person employed directly by London Stansted Airport gets a free 3 week training course and up to 48 hours

45、paid leave to help in the community?STAGE 2Present them with a challenge Where do you start? Fundamentally, where do you start your journey? This second tier should alwaysinclude the words Where do you.? but can be changed tactically for different messages for instance:When can you start? Stansted,

46、Go Discover (logo)Where do you park?When promoting a car parking messagingWhere do you start Christmas?For tactical Christmas messagingWhen can you start?For a recruitment advert8TYPOGRAPHYOUR TYPEFACEThis page shows how we use our typeface in all communications.Frutiger 45 LightABCDEFGHIJKLMNOPQRST

47、UVWXYZabcdefghijklmnopqrstuvwxyz 1234567890HOW WE USE TYPE only use Frutiger 55 Roman and Frutiger 56 Italics for body copy and subheadings only use Frutiger 75 Black in uppercase for headings keep the number of typefaces in a layout to a minimum use Frutiger 55 Roman or Frutiger 45 Light for any sm

48、all print (for example terms and conditions) only use Frutiger Bold and Frutiger Light sparinglyFrutiger 55 RomanABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz 1234567890DONT. use any other fonts use any Frutiger condensed fonts use lower case for headingsFrutiger 56 ItalicsABCDEFGHIJKLMNOPQRS

49、TUVWXYZabcdefghijklmnopqrstuvwxyz 1234567890Frutiger 66 Bold ItalicABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz 1234567890Frutiger 75 BlackABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz 12345678909PHOTOGRAPHY“Entirely day lit on all but the most overcast of days, the constantly changin

50、g play of light gives the concourse a poetic dimension and also has a significant energy and economic advantage”. As weve seen, the architecture of London Stansted Airport is unique and iconic, and it was this desire for light that drove Sir Norman Fosters architectural plans. Light is what youll se

51、e when you visit Stansted, and hence light forms a very important part of the Stansted Brand.PRODUCT PHOTOGRAPHY OR CUT OUTSThe realities of marketingcommunications mean you may need to show product shots or cut outs. The same principles of injecting as much light into these shots applies, for insta

52、nce try to show cut outs on a white background to lift the shot.The graphic architecture of the Stansted Brand (see section 7) allows for more than one shot to be included so a product can be shown alongside a landscape or lifestyle image to provide life and light.COMMISSIONING PHOTOGRAPHYWhen commi

53、ssioning photography at the airport it is important that capturinglight becomes a integral part of the art direction. All newly commissioned photography should be light and airy and,where possible, include a light flare.Consider the subject of the shot, is the photography going to help the audience

54、to understand something new about London Stansted Airport?Ensure that photography is modern and stylish. It is advertisingStansted, and should therefore showthe airport as a destinationworth discovering.All photography needs to be from Stansted ifshowing an airport. Alternatively,the image can be su

55、fficientlybleached so that its unrecognisable.A list of approved photographersis detailed on STOCK OR LIBRARY PHOTOGRAPHYFollow the same rules when searching for stock or imagebank photography. Ensure that light is a dominant part of any short listed photography.10EXAMPLE COMMUNICATIONSHere are some examples of advertising formats which show how our structure and message management should be applied.5 destinations in Ireland. 18 different whiskeys.BUSHMILLS 16 YEAR OLD SIN