aereo argentina
DESCRIPTION
Concept Airline designed to focus on great service in the airline industry. Each touchpoint has been designed with the service experience in mind.TRANSCRIPT
1
THE COMPANY 2INTRODUCTION 3
THE BASICS 4LOGO 6COLORS 16TYPE 18
STATIONERY 19 LETTERHEAD 22ENVELOPE 24BUSINESS CARD 26
TOUCHPOINTS 29ADVERTISING 30KIOSK 34CHECK-IN 36UNIFORM 38AIRPLANE 40INTERIOR 44VEHICLE 48BOARDING MATERIALS 50ESSENTIAL TRAVEL KIT 54
TABLE OF CONTENTS
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THECOMPANY
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INTRODUCTION
Aereo Argentina strives to provide
the best customer service that leaves
its consumers wanting to come back
for more. Aereo Argentina prides
themselves in offering a comfortable
ride, one of a kind service.
This emphasis on service is what
makes Aereo Argentina the only airline
based in Argentina that is known
for their excellence in service and
comfort. Ensuring it to be a favorite
amongst its local competitors.
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THEBASICS
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LOGO: INSPIRATION
Aereo Argentina’s logo was
inspired by Argentina’s national
emblem; the Sun of May. The Sun
of May can be seen throughout the
country of Argentina. It is most known
for its appearance on the nation’s flag.
Using this national icon as inspiration
helps Aereo Argentina identify with
its native country and brings a strong
sense of community as it implements
its identity through the airline industry,
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LOGO: GUIDELINES
The symbol for Aereo Argentina
is a very simplified abstraction of
the Sun of May. The two key ideas
taken from the mark are the sun
and the smile. These two ideas
signify Aereo Argentina’s key
mission to provide great service.
Both ideas help bring a positive
experience to consumers as they
interact with the mark throughout
the service experience.
The logotype was selected
with care to compliment the mark
of the logo. The rounded forms
of this typeface balance well with
the rounded form of the sun and
together create something that is
bold and solid; two qualities that
are important to Aereo Argentina
strives to be.
It is important to create a
change in line width between
the two words of the logotype.
This logo was designed to
emphasize the word “Argentina”
and to do so, the word has been
presented in a medium weight in
the Gotham typeface. Therefore,
the word “Aereo” is presented in
Gotham’s book weight.
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MARK
LOGOTYPE
X 1
X0.3 X0.3
X 1X 1
X 1
X 1
X .18
X .18
X .18
X .18
X 1
AEREO ARGENTINA
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LOGO: WITH DARK BACKGROUND
When the logotype is used with
a dark background there are some
standards that must be followed.
The biggest change in the logo
is the color of the logotype. The
type must change to white when
presented on a dark background.
The mark remains the same.
When placing the logo on a
dark background. There is only one
option for the background color.
To keep the identity solid and
cohesive it is important that the
background color remains the navy
blue standard that is presented in
this manual.
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AEREO ARGENTINA
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LOGO: WITHOUT MARK
When the logotype is used
without the mark, the mark must
be present within the composition
as a bleed. The mark should
bleed off two sides and should be
significantly enlarged compared to
the logotype.
When the logotype is
independent from the mark,
there are two ways to present
the logotype; right aligned or in a
single line. When the logotype is
in a single line, there should be no
space between each word, and the
change in line width should remain
the same as it is presented in the
original logo.
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AEREO ARGENTINA
AEREOARGENTINA
RIGHT ALIGNED:
SINGLE LINE:
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LOGO: USAGE GUIDELINES
Aereo Argentina’s logo must
adhere to the guidelines below to
maintain a clear identity throughout
the brand. The following are
examples of improper uses for the
Aereo Argentina logo.
1.) Do not use a background
that is close to the same tone or
color range of the logo mark. The
whole logo must be clearly legible.
2.) The logomark must always
be presented in the three standard
shades of yellow (listed on page
10). The mark should never be all
one color or three shades of a color
that is not in the color palette.
3.) The word “Argentina” in the
logotype should be emphasized
with an increased weight in the
Gotham typeface. “Aereo” should
be book, while “Argentina” should
always be emphasized in medium.
4.) Never use an alternate
typeface for the logotype. Gotham
book & medium must be the only
typeface used.
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AEREO ARGENTINA
AEREO ARGENTINA
AEREO ARGENTINA
AEREO ARGENTINA
AEREO ARGENTINA
AEREO ARGENTINA
AEREO ARGENTINA
AEREO ARGENTINA
1.)
2.) 4.)
3.)
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COLORS
The standard colors for Aereo
Argentina are meant to project a
warm and happy feeling. The tones
of yellow are inspired by the Sun of
May and range from a golden to a
very light yellow that is designed
to be used as a neutral tone for
light backgrounds.
The navy blue is to be used
in place of where black is the
standard. It has more warmth than
a black. Blue has also been proven
to give consumers a feeling of
calmness and serenity.
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PANTONE 2965MC100 M38 Y0 K64
R0 G58 B99
PANTONE 124MC0 M28 Y100 K6
R238 G177 B17
PANTONE 123CC0 M24 Y94 K0R255 G196 B37
PANTONE 122CC0 M17 Y80 K0R255 G210 B79
PANTONE 122CC0 M4.07 Y19.14 K0
R255 G241 B210
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G
TYPE: GOTHAM FAMILY
The Gotham Family typeface was
chosen for it’s bold structure and
rounded forms. Both of these qualities
also visible in the mark. The solid
structures give a feeling of reliability
that Aereo Argentina strives for.
The Gotham Family is the
standard typeface for the entirety
of Aereo Argentina’s identity. But
Gotham Book and Gotham Medium
are the two weights that are favored
among the typeface’s family.
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GOTHAM BOOK
GOTHAM MEDIUM
ALPHABET
ALPHABET
EXTRAS
EXTRAS
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn
Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn
Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz
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GOTHAM TYPEFACE
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STATIONERY
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Av Costanera R. Obligade, Buenos Aires, Argentina
+54 11 4576-5300 [email protected]
STATIONERY: LETTERHEAD
Aereo Argentina’s letterhead
is in the IOS Standard A4 size. The
Typeface and point size for the
information on the bottom are:
LETTERHEAD INFORMATION: 10 ptGOTHAM MEDIUM
9 ptGOTHAM BOOK
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LETTERHEAD CONTINUATION SHEET
28 cm
21 cm
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Av Costanera R Obligade, Buenos Aires, Argentinawww.aereoargentina.com
STATIONERY: ENVELOPE
The size of the envelope
ensures that both the ISO-A4 and
standard letter sized paper will fit
when tri folded. The return address
standards are as follows:
11 ptGOTHAM MEDIUM
10 ptGOTHAM BOOK
RETURN ADDRESS:
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10 cm
23 cm
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JORGE GONZALEZPresidente
Av Costanera R. ObligadeBuenos Aires, Argentina
+54 11 4576-5300 [email protected]
STATIONERY: BUSINESS CARD
The business card contains
the same elements as the rest of
the stationery, with the addition of
a pop of color on the edges. The
type standards for the employee
information on the card are:
EMPLOYEE INFORMATION:
GOTHAM MEDIUM | 10 pt
GOTHAM BOOK ITALIC | 9 pt
GOTHAM BOOK | 8 pt
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GOTHAM MEDIUM | 10 pt
GOTHAM BOOK ITALIC | 9 pt
GOTHAM BOOK | 8 pt
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TOUCHPOINTS
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TOUCHPOINTS: SERVICE & COMFORT
Aereo Argentina strives
to provide more than just air
transportation for its consumers.
The experience and service
provided is just as important to
Aereo Argentina if not more.
Great service creates brand equity
among consumers.
Because of this mission, Aereo
Argentina provides touchpoints
that have been catered to enhance
the consumers experience. Each
moment the consumer spends
with the brand is vital and Aereo
Argentina goes above and beyond
to linger with the consumer
beyond the point of service.
Each touchpoint has been
designed with the consumer’s
experience in mind. Allowing for
the ideal experience for all.
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When creating Aereo Argentina’s
advertising, it is important to focus
on the experience.
This campaign compares the
consumer experiences of traveling
to Argentina with the positive
experience of the flight they will have
while flying with Aereo Argentina.
TOUCHPOINTS: ADVERTISING
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The kiosk’s for Aereo Argentina
are designed to be modern and
simple. With a easy user interface,
the consumer can check-in without
a problem. The interface has been
carefully designed to require minimal
click-throughs so check-in is efficient.
This careful design allows for
minimal lines, and minimal assistance.
Giving the consumer monetary gain
in the value of time.
TOUCHPOINTS: KIOSK
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TOUCHPOINTS: CHECK-IN COUNTER
The check-in counter is
designed to fit the aesthetic of
Aereo Argentina’s brand. Using
the standard check-in counter
provided in an airport, the main
goal for designing the check-
in counter is to make it easily
recognizable so that consumers
walking into the airport can find it
quickly among the other airlines.
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TOUCHPOINTS: UNIFORM
When focusing on the quality
of service, the uniform goes way
beyond the outfit in which the
Aereo Argentina employees are
wearing. While appearance is
important, the attitude, knowledge
& actions are what can make or
break a service experience.
That being said, Aereo
Argentina goes beyond the articles
of clothing and requires vigorous
training for all employees as well
as an emphasis on the importance
of a smile and attitude.
The uniform for employees is
a tailored look that is professional
and clean. The suit is always in
navy while the employee can
accessorize with items that have
yellow tones.
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SMILE
LONG HAIR UPAPPROACHABLE
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TOUCHPOINTS: AIRPLANE
Aereo Argentina’s airplane is bold
and strong. Using the lightest gold
of the mark and the navy as accent
colors throughout the plane, the
design uses the horizontal striping
from the mark as an accent element
throughout the exterior of the plane.
The plane is created using 3M
opaque premium vinyl in the colors:
“light navy” and “bright yellow”
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TOUCHPOINTS: INTERIOR
Aereo Argentina provides
comfort in every part of the airplane
cabin. From first class to economy
everyone is provided in personal
entertainment, USB ports in each
TV, and comfortable seating that
reclines in business class.
The enjoyment of a long flight
starts with comfort and Aereo
Argentina makes sure that everyone
is comfortable throughout the trip.
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TOUCHPOINTS: VEHICLE
The utility vehicle the airline
follows the same guidelines as the
rest of the identity. Using the mark
as a bleed to identify the company
affiliation from far away this van can
be easily recognizable from a distance.
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TOUCHPOINTS: BOARDING PASS
The design of the boarding
pass is very strategic. To help
travelers who are in a rush or are
overwhelmed by the information
provided on a normal boarding pass,
Aereo Argentina has implemented
a hierarchy system to present the
information in a logical way.
After a traveler enters the
airport and receives their boarding
pass, their next step in the service
experience is locating their gate
and figuring out how much time
they have to get there. Because of
this, the boarding time and gate
number are larger in scale.
Everything on the boarding
pass is in order of hierarchy and
a need to know basis. To assist
the employees of TSA and flight
attendants of Aereo Argentina,
information such as the name of
the passenger and flight number
are just as accessible.
Each class ticket is identifiable
through a color coding system
implemented. Gold is for first
class passengers, blue for
business class & economy class
is presented in grey to save on
printing costs, since it is printed
in larger quantities.
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TOUCHPOINTS: BOARDING ENVELOPE
The boarding envelope is meant
to be convenient, not a nuisance.
Many other airlines provide a flap on
the envelope, making it hard to access
the information on your flight on the
run. Aereo Argentina’s envelope and
layout of the boarding pass work
for the consumer so that all the
important information is accessible
while the pass is in the envelope.
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TOUCHPOINTS: TRAVEL ESSENTIALS
To ensure that consumers are
in touch with the brand beyond the
service provided, Aereo Argentina
is implementing service evidencing
among their passengers.
Providing them with a travel bag
with essential items needed for
traveling in an airplane. They are
all items that have the potential to
stay with the passenger beyond
the actual flight.
Each item has a specific
purpose and use that helps to
make the flight as enjoyable as
possible. The reasoning for each
item is explained on the back of
the travel bag so the message is
delivered clearly to all.
The back of the bag lists the
items in the following manner:
THIS BAG CONTAINS:A water bottle to stay hydrated.
A pack of gum to fight off ear
popping. Hand sanitizer to fight
off germs encountered in cabin. 2
doses of Bonine to prevent motion
sickness
Each item is sponsored by a
credible company to ensure reliable
products to be distributed among
Aereo Argentina’s customer base.
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IDENTITY CREATED BY:CARLY HAYES