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Graphics Guidelines

UPDATED 01.10.2015

Index
THE GRAPHICS GUIDELINES
The logo story
3
The official Finnair logo
4
Prohibited use of the logo
5
The official F emblem
6
The official F emblem versions
7
Prohibited use of the F emblem
8
The Finnair brand hierarchy
9
Placement of a unit or sub-brand name near the Finnair logo as a guiding element
10
Finnair Plus logo
11
Finnair logo and oneworld logo
12
Colours and using colours in layout/colour proportions
13
Typography
14
Use of typography
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UPDATED 01.10.2015

THE OFFICIAL FINNAIR LOGO

THE LOGO STORY


The shapes of the Finnair logo represent functionalism and style which have always
been essential parts of Finnairs design. The logo embodies the smoothness of
movement, like in air travel.
On the side of a clean white aircraft, the dark blue logo communicates quality and
dignity, bringing a touch of Nordic freshness to airports all over the world.

UPDATED 01.10.2015

THE OFFICIAL FINNAIR LOGO

1. MINIMUM SIZE

The official version of the logo is blue.


Always use master artwork to reproduce the logo. Do not make your own
variations of the logo. Do not type, colour or shape the logo yourself.
Minimum width of
the logo is 20 mm.

1. Minimum size of the logo


The minimum size is defined to ensure the visibility of the logo.
2. Safety area
The safety area around the Finnair logo is equal to the height of the logo.
No elements are allowed within the safety area.

2. SAFETY AREA

3. Alternative colour versions


Use the blue logo whenever possible. Where the blue logo would not be clearly
visible, use the alternative colour versions to maximize the visibility. Please see the
colour specifications on page 20.
You can choose from various versions:
For silk screen printing:
PMS Coated or PMS Uncoated versions.
For other printing:
CMYK Coated, CMYK Uncoated or CMYK Newspaper versions.
For digital applications:
RGB versions.

3. ALTERNATIVE COLOUR VERSIONS

Navy Blue

Grey / Silver

Black & White

Negative / Signal White

You can download the available logo formats:


http://www.finnair.com/gallery

UPDATED 01.10.2015

PROHIBITED USE OF THE LOGO


Always use master artwork to reproduce the logo (see page 9).
Examples of prohibited logo use:
The proportions must not be modified (examples 1 and 2).
The original logo must not be modified in any way, nor is it allowed to add
any elements to it, such as colours or photographs (example 3).
Alternative colour versions cannot be mixed with other versions (example 4).

1. PROPORTIONS MODIFIED

2. PROPORTIONS MODIFIED

3. LOGO MODIFIED

Outlines must not be added to logos (example 5).


When using the logo on coloured backgrounds, use the reversed (white)
version (example 6).
The logo cannot be used on coloured backgrounds (examples 7 and 8).
The logo cannot be used on an image (example 9). Use the reversed logo
version if using an image as background.

4. WRONG COLOUR

7. COLOURED LOGO USED WITH


COLOURED BACKGROUND

UPDATED 01.10.2015

5. OUTLINES ADDED

6. BLACK LOGO USED WITH


COLOURED BACKGROUND

8. COLOURED LOGO USED WITH


GRADIENT BACKGROUND

9. COLOURED LOGO
USED WITH IMAGE

THE OFFICIAL F EMBLEM

UPDATED 01.10.2015

THE OFFICIAL FINNAIR F EMBLEM

1. MINIMUM SIZE

The official version of the F emblem is blue.


Always use master artwork to reproduce the F emblem. Do not make your own
variations of the emblem. Do not type, colour or shape the F emblem yourself.
Minimum width of the
emblem is 9.5 mm.

1. Minimum size of the emblem


The minimum size is defined to ensure the visibility of the emblem.
2. Safety area
The safety area around the F emblem is equal to the height of the emblem.
No elements are allowed within the safety area.

2. SAFETY AREA

3. Alternative colour versions


Use the blue F emblem whenever possible. Where the blue F emblem would not be
clearly visible, use the alternative colour versions to maximize the visibility. Please
see the colour specifications on page 20.
You can choose from various versions:
For silk screen printing:
PMS Coated or PMS Uncoated versions.
For other printing:
CMYK Coated, CMYK Uncoated or CMYK Newspaper versions.
For digital applications:
RGB versions.

3. ALTERNATIVE COLOUR VERSIONS

Navy Blue

Grey / Silver

Black & White

Negative / Signal White

You can download the available logo formats:


http://www.finnair.com/gallery

UPDATED 01.10.2015

PROHIBITED USE OF THE F EMBLEM


Always use master artwork to reproduce the emblem (see page 12).
Examples of prohibited emblem use:
The proportions must not be modified (examples 1 and 2).
The original emblem must not be modified in any way, nor is it allowed to
add any elements to it, such as colours or photographs (example 3).
Alternative colour versions cannot be mixed with other versions (example 4).

1. PROPORTIONS MODIFIED

2. PROPORTIONS MODIFIED

3. EMBLEM MODIFIED

Outlines must not be added to the emblem (example 5).


When using the emblem on coloured backgrounds, use the reversed (white)
version (example 6).
The emblem cannot be used on coloured backgrounds (examples 7 and 8).
The emblem cannot be used on an image (example 9). Use the reversed
emblem version if using an image as background.

4. WRONG COLOUR

7. COLOURED EMBLEM USED WITH


COLOURED BACKGROUND

UPDATED 01.10.2015

5. OUTLINES ADDED

6. BLACK EMBLEM USED WITH


COLOURED BACKGROUND

8. COLOURED EMBLEM USED WITH


GRADIENT BACKGROUND

9. COLOURED EMBLEM
USED WITH IMAGE

THE FINNAIR BRAND HIERARCHY


The Finnair brand is monolithic; in other words, Finnair follows
a one-brand strategy.
With a monolithic identity, the Finnair brand gets the maximum
awareness when its services, units and sub-brands are clearly in
a subordinate position.

FINNAIR CARGO

FINNAIR ENGINE SERVICES

UPDATED 01.10.2015

FINNAIR FACILITIES MANAGEMENT

FINNAIR PLUS

FINNAIR FLIGHT ACADEMY

FINNAIR TECHNICAL SERVICES

PLACEMENT OF A UNIT OR SUB-BRAND OR NAME


NEAR THE FINNAIR LOGO AS A GUIDING ELEMENT
In general, the placement of the names of units or sub-brands near or
together with the logo is not permitted. The exceptions are building signs
and internet navigation.
The name of the unit or sub-brand may be placed in the immediate
vicinity of the logo only as a guiding element. This combination may be
used for example in signage and on web pages. It may not be used as the
signature in an advertisement, for example.

SUB-BRAND OR NAME NEXT TO THE FINNAIR LOGO


x = Safety Area

EXAMPLE OF CORRECT VERSION

CARGO
CARGO

x = Maximum Height

CARGO

x = Maximum Height

CARGO
CARGO

x = Maximum Height

FORMING THE COMBINATION:


The minimum distance of the text is the same as the logos safety area.
When placing the text next to the logo
The maximum height of the sub-brand or name is half of the height of the
Finnair logo.
When placing the text under the logo
The maximum height of the sub-brand or name is the height of the
Finnair logo.

ADDING SUB-BRAND OR NAME UNDER THE FINNAIR LOGO

EXAMPLE OF CORRECT VERSION

The name of the sub-brand is always typed with upper case letters and
Amplitude Wide Light. Use Amplitude Wide Book or Regular weights if
there is a need for bolder type, etc. in an illuminated logo combination.
The name of the sub-brand or name should always be placed either on
the right side or below the Finnair logo.

x = Safety area and maximum text height

x = Safety area and maximum text height

x = Safety area and maximum text height

Please find more examples of correct use of the Finnair logo and
signage in the Spatial Concept document.

UPDATED 01.10.2015

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FINNAIR PLUS LOGO


The official Finnair logo (page 10) is the preferred version also for communication
about the Finnair Plus frequent flyer program. The Finnair Plus version is for those
situations where the material is not otherwise clearly that of Finnair Plus.
The usage is mainly for partner marketing or when promoting
Finnair Plus membership.
Always use master artwork to reproduce the logo. Do not make your own
variations of the logo. Do not type, colour or shape the logo yourself.
The safety area around the Finnair Plus logo is equal to the height
of the Finnair logo. No elements are allowed within the safety area.

SAFETY AREA

Use the Navy Blue logo whenever possible. Where the Navy Blue logo would
not be clearly visible, use the alternative colour versions to maximize the visibility.
Please see the colour specifications on page 20.
MINIMUM SIZE

Minimum width of
the logo is 20 mm.

ALTERNATIVE COLOUR VERSIONS

Navy Blue

Grey / Silver

Black & White

Negative / Signal White

You can download the available logo formats:


http://www.finnair.com/gallery

UPDATED 01.10.2015

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FINNAIR LOGO AND oneworld LOGO


These are the basic principles to be followed. For more information, please see the
oneworld guidelines at http://www.finnair.com/gallery.
There are three options when placing the oneworld logo relative to the airline
logo. They are in descending order of preference: lock-to-line, lock-to-line
vertical, and lock-to-frame. Lock-to-line is the preferred method and should be
used whenever possible.

right

centre

centre

1. Lock-to-line
This is the preferred method and should be
used wherever possible.

Communications
The communications relationship should be used in: advertising, collateral, travel
documents, on-line. The oneworld logo may sit left or right of the airline logo,
depending on the layout however for consistency within carriers own material,
carrier should elect a preferred positioning and incorporate into their own
guidelines.

2. Lock-to-line vertical
When it is not possible to use option 1, for
example on extreme vertical formats, it may
be necessary to lock to a vertical line.

3. Lock-to-frame
When it is not possible to use option 1, and in certain
signage applications, it may be necessary to use a
lock-to-frame position. In this scenario, you size the
oneworld logo relative to the airline logo and position
in the lower right corner as shown. In co-located signs,
care must be taken to ensure consistent size and
position of the oneworld logo.

centre

167% of A

centre

143% of A

In communications, the oneworld logo is 167%


of the height of the Finnair logo.

Signage
The signage relationship should be used in: kerbside signs, ticket sales, check-in
desk, self-service check in kiosk, totems, monitors, queue signs, FIDS, lounges,
connection signs, transfer desk, customer service desk, baggage services.
In signage, the oneworld logo is 143%
of the height of the Finnair logo.

UPDATED 01.10.2015

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FINNAIR COLOURS

MAIN COLOURS

Navy Blue is the official colour of the Finnair brand. Its used mainly in
the logo and emblem.

The use of colours should aim at creating applications that are


clean and fresh. The main colours are white, grey and blue.

ACCENT COLOURS

Signal White (or in printed material empty space) is used on large


surfaces such as backgrounds. RAL 9003 is to be used when painting
vehicles, signs or planes.
Silver and grey are optional colours. Use silver prior to grey.
Use 80% or less black in body copy and headlines. All shades of
grey may be used. Other solid colours can be used supportively in
typography.
For silk screen printing:
PMS Coated = Coated paper
PMS Uncoated = Uncoated paper
For printing on uncoated paper
When printing on uncoated paper, use Pantone
2747 U and make sure that the colour is as
close as possible to Pantone 2757 C.

For other printing:


CMYK Coated = Coated paper
CMYK Uncoated = Uncoated paper
CMYK Newspaper = Newspaper
For digital applications:
sRGB = electronic office
environment and web

USE OF ACCENT COLOURS


There are three rules for Finnair accent colours:
1. Use only one accent colour at a time
2. Use accent colours carefully to highlight
only the most important messages and
illustrations
3. The main colour of the layout is white

USING COLOURS IN LAYOUT & COLOUR PROPORTIONS


The use of colours should aim at creating applications that are clean and fresh.
This is why white (empty space) should be used frequently in the design.
Gradient and solid colours are used in moderation to emphasise freshness.
The graph illustrates the proportion of empty space in relation to all other
brand colours, including gradients.
UPDATED 01.10.2015

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TYPOGRAPHY
The official font family of Finnairs identity is Amplitude.
Identitys supporting typeface is ITC Caslon 224.
Use 80% or less black in body copy and headlines.

ITC Caslon 224

Amplitude
Amplitude Condensed Light

Amplitude Light

Amplitude Wide Light

ITC Caslon 224 Book

Amplitude Condensed Book

Amplitude Book

Amplitude Wide Book

ITC Caslon 224 Book Italic

Amplitude Condensed Regular

Amplitude Regular

Amplitude Wide Regular

Amplitude Condensed Medium

Amplitude Medium

Amplitude Wide Medium

Amplitude Condensed Bold

Amplitude Bold

Amplitude Wide Bold

Amplitude Condensed Black

Amplitude Black

Amplitude Wide Black

ITC Caslon 224 Black

Amplitude Condensed Ultra

Amplitude Ultra

Amplitude Wide Ultra

ITC Caslon 224 Black Italic

Substitute font for Amplitude in web:

Substitute font for Amplitude in web:

Substitute font for Amplitude in office:

Substitute font for ITC Caslon in web and office environment:

Helvetica Regular

Arial Regular

Verdana Regular

Georgia Regular

Helvetica Italic

Arial Italic

Verdana Italic

Georgia Italic

Helvetica Bold

Arial Bold

Verdana Bold

Georgia Bold

Helvetica Bold Italic

Arial Bold Italic

Verdana Bold Italic

Georgia Bold Italic

UPDATED 01.10.2015

ITC Caslon 224 Medium


ITC Caslon 224 Medium Italic
ITC Caslon 224 Bold
ITC Caslon 224 Bold Italic

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USE OF TYPOGRAPHY
The official font family of Finnairs identity is Amplitude. Always prefer
Amplitude when creating content for Finnair.
When highlighting or creating distinctive messages with typography
you can use ITC Caslon 224 to support the use of Amplitude.
Use 80% or less black in body copy and headlines.
FINNAIRS OFFICIAL FONTS HAVE BEEN
DEFINED FOR TWO DIFFERENT PURPOSES:

Amplitude Wide Light


is stylish for big
headlines.

1) Marketing communication materials, printed matter and


Finnair digital channels
The font family to be used is Amplitude, supported by ITC Caslon 224.
The usage rights for these fonts are company specific: they must
be installed separately to each user. These fonts are used mainly
by advertising agencies and printing houses and they are not to be
installed centrally on Finnair or partners computers.

ITC Caslon 224 Bold Italic


is perfect for standfirst.

2) Daily office use, digital publications and general internet use


The fonts used here, Verdana and Helvetica, are generally available
(for example in Microsoft Office). These main fonts can be supported
by Georgia. These fonts do not require special fonts in the recipients
computer, so open documents can be kept in a consistent way in a
digital environment.

Amplitude Black is suitable for subheads


Amplitude Light or Book is suitable for body copy. Finnair
is a the leading air transport company in Northern Europe
with a focus on Europe-Asia traffic. With Amplitude
Medium you can highlight important information. The
company has won a high reputation as a responsible and
quality Finnish operator. We want to belong among the
elite in terms of quality, fulfilling our responsibilities and
acting as a good example.
AMPLITUDE BLACK IS ALSO SUITABLE FOR CAPTIONS.

UPDATED 01.10.2015

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