percello brand guidelines

May 2011 Version 1.0

1 percello brand identity guidelines May 2011 Version 1.0


2 percello brand identity guidelines
CONTENTS
Introduction........................................................... 4
Brandscape....................................................... 5
Mood Board...................................................... 6
Logo........................................................................ 8
Primary and Secondary Logos........................ 9
Color Variation................................................. 11
Protected Area.................................................. 12
What Not To Do............................................... 13
Color Palette.......................................................... 16
Typography............................................................ 20
Type Styles........................................................ 21
May 2011 Version 1.0
Business Suite...................................................... 24
Letterhead...................................................... 25
Envelope......................................................... 27
Business Cards............................................... 29
Environment........................................................ 32
Floors.............................................................. 33
Walls............................................................... 34
Furniture........................................................ 35
Lighting........................................................... 36
Website................................................................. 38
 Introduction
This is a guide to applying and communicating
the name of Percello Air, Inc., which reflects our
commitment to the user experience, our level of
quality, and our commitment to a unique customer
interaction system. The brand identity guidelines
establish context and explain the corporate voice
of Percello, helping communicators successfully
and consistently convey the complete message of Our brand isn’t just a set of guidelines, it
our brand. Any questions regarding specific design

What are brand identity guidelines? applications not referenced in this guide should be
directed to the percello marketing team.
is part of our business strategy.
It is our vision for Percello.

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INTRODUCTION
BRANDSCAPE
The core brand messages are the five fundamental
messages—the purpose, vision, trueline, promise
and tagline—that are the building blocks for all
messaging and conversations of the corporate
culture, products and services. The CORE brand
messages allow you to have consistent messag-
ing in varied circumstances where audiences or
context may be different.
5 percello brand identity guidelines
MOOD BOARD
PURPOSE STATEMENT:
Create a personalized and authentic experience on
flights for every individual
VISION STATEMENT:
To have staff know (at minimum) the names of
assigned passengers by the time they arrive at
the terminal COLOR THAT CONNECTS | WARM AND VIBRANT FASHION THAT CONNECTS | APPROACHABLE STYLE IDENTITY THAT CONNECTS | LIVE MUSIC
TRUELINE STATEMENT: VAG ROUNDED
Foster friendship in every interaction ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
with customers
Qa
1234567890 ( ;:!?&$%/)
PROMISE STATEMENT:
Rank on the list of top 25 client-pleasing brands
(according to BusinessWeek)
TAGLINE: PEOPLE THAT CONNECT | WARM AND FRIENDLY INTERIOR THAT CONNECTS | WARM AND INVITING TYPE THAT CONNECTS | GEOMETRIC SANS SERIFS
More than a service; a friendship
May 2011 Version 1.0 6
 LOGO
The percello logo is the key to our brand identity
and is a visual representation of our personality
and core values. It represents friendship,
comfort, and open communication.

What does our logo do?

horizontal orientation vertical orientation

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LOGO

2” logo mark

PRIMARY LOGO SECONDARY LOGO

logo mark logo
The horizontal orientation of the percello logo is The vertical orientation of the percello logo is the
the preferred format, but should not be used at a alternate format for percello materials, but should
width under two (2) inches. not be used at a width under one (1) inch.
logo type
logo type/logo

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LOGO

COLOR VARIATION
Preferably, the logo should either be displayed on
a white background, in percello green (Pantone
382 C), or reversed out in white on percello
green. The only time it should be displayed in
black is in case of a black and white publication.

PROTECTED AREA
It is important to leave a necessary amount of white space around the logo, especially
when it appears with other brands. The clear space helps establish the importance of
our logo when competing with other elements.

This diagram demonstrates the proper amount of space. There should always be at
least the x-height (the height of a lowercase letter) of the logotype worth of space
around the main height and width of the logo.

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LOGO

WHAT NOT TO DO:

LOGOS
It is of the highest importance that the percello
logo is used correctly on our company materials.

WHAT NOT TO DO:

Displayed on these pages are common examples
of how you SHOULD NOT use the logo.

COLORS
Logo should always be placed straight on a page,
and should never be skewed in any manner..
Logo mark should never be moved.

Colors used in logo should always be percello

green, or white on top of percello green unless
being used with imagery; black should only be
utilized in case of a black and white print.

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 COLOR PALETTE
The diagram on this page shows our corporate
colors, along with the proportions which they are
to be used in relationship to each other.

Listed on the following pages are the color

specifications for our color palette along with
PMS, CMYK, and RGB colors.

What colors should be used?

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COLORS

Percello ORANGE Percello SCARLET

Percello Green PMS 021U PMS 032U
PMS 382U C0 M50 Y100 K0 C0 M75 Y100 K0
C29 M0 Y100 K0 R255 G128 B0 R255 G64 B0
R193 G216 B47

PRIMARY COLORS
Percello’s primary corporate color is Percello Percello TEAL
Green (PMS 382), along with white. White is listed PMS 327U

SECONDARY AND
C80 M0 Y50 K0
because white space should always be considered R51 G255 B128
when creating any pieces for percello.

TERTIARY COLORS
Percello GreY Percello Teal and Gray are secondary colors
PMS 11U
that should be used to complement Percello
C0 M0 Y0 K50
R128 G128 B128 Green. The two tertiary colors should be used
with restraint as accent colors to Percello Green,
white, Percello Teal and Gray.

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 typography VAG Rounded STD
ABCDEFGHIJKLMN
TypeFACES: VAG Rounded & caecilia LT OPQRSTUVWXYZ
Our company typefaces have been selected carefully abcdefghijklmn
to convey our values of customer interaction. VAG opqrstuvwxyz
Rounded is the typeface used in our logo, as well
as any headline or decorative type elements in our 1234567890
products. Caecilia LT is more legible at smaller type
sizes, and is our default typeface for body text.
CAECILIA LT std
ABCDEFGHIJKLMN
O P Q R ST UVW XY Z
Why were these typefaces chosen? abcdefghijklmn
opqrstuvwxyz
1234567890

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TYPOGRAPHY

VAG Rounded STD CAECILIA LT std CAECILIA LT LIGHT

ABCDEFGHIJKLMN
OPQRSTUVWXYZ typE STYLES ABCDEFGHIJKLMN
O P Q R ST UVW XY Z
ABCDEFGHIJKLMN
O P Q R ST UVW XY Z
abcdefghijklmn VAG Rounded is our decorative typeface, and abcdefghijklmn abcdefghijklmn
opqrstuvwxyz the standard weight should be used, unless it is opqrstuvwxyz opqrstuvwxyz
reversed on a dark background, or if it is being
1234567890 used at smaller than 12 pt. It should also never
1234567890 1234567890
be used below 12 pt, unless it is for numbering
systems or non-sentence phrases.
VAG Rounded BOLD
CAECILIA LT BOLD
ABCDEFGHIJKLMN Caecilia LT is our default body typeface,
and the light weight should be used at ABCDEFGHIJKLMN
OPQRSTUVWXYZ all times, unless being reversed out on
O P Q R ST UVW XY Z
abcdefghijklmn a darker background or being used at
smaller than 8 pt. For body type company abcdefghijklmn
opqrstuvwxyz communications, it should be used at 8/12 pt.
opqrstuvwxyz
1234567890
1234567890
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 BUSINESS SUITE
The percello logo is the key to our brand identity
and is a visual representation of our personality
and core values. It represents friendship,
comfort, and open communication.

1234 Great Flight Street, Suite 1000

Washington, DC 20001 USA
www.percello.com

More than a service; a friendship

How do we establish our brand in

written communications? Jackson Thames
Guest Services

Office 800.234.6777 ext. 226

Email j.thames@percello.com
1234 Great Flight Street Suite 1000
Washington, DC 20001 USA
More than a service; a friendship

www.percello.com
1234 Great Flight Street, Suite 1000 • Washington, DC 20001 • USA

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BUSINESS SUITE 0.5” 2.25”

LETTERHEAD
0.5”
1.5”

The percello logo is the key to our brand identity

and is a visual representation of our personality
and core values. It represents friendship,
comfort, and open communication.

TYPING AREA:
7.5” x 8.5”
SIZE:
8.5” x 11”

TYPOGRAPHY:
Contact information:
Caecilia LT Std, 8/10 pt
1”
COLORS:
Pantone 382 U
1234 Great Flight Street, Suite 1000
Washington, DC 20001 USA

1” www.percello.com

Pantone 11 U

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BUSINESS SUITE

ENVELOPE More than a service; a friendship

The percello logo is the key to our brand identity

and is a visual representation of our personality
and core values. It represents friendship, comfort,
and open communication.

1/3”
SIZE:
1/3”
9.5” x 4.125” More than a service; a friendship

1234 Great Flight Street Suite 1000

Washington, DC 20001 USA
0.125”
TYPOGRAPHY: 0.5”
Tagline: VAG Rounded Bold, 9 pt
Address: Caecilia LT Std, 7.5/9 pt

COLORS:
Pantone 382 U
Pantone 11 U

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BUSINESS SUITE

BUSINESS CARDS SIZE:

The percello logo is the key to our brand identity 3.5” x 2”
and is a visual representation of our personality
and core values. It represents friendship, TYPOGRAPHY:
comfort, and open communication. Name:
Caecilia LT Roman,
10/9 pt
1.25”
Contact information:
Caecilia LT Roman,
7/9 pt 0.75”

Website: Jackson Thames

1.75” Guest Services
Caecilia LT Roman,
0.5”
10/9 pt Office 800.234.6777 ext. 226
Email j.thames@percello.com

COLORS:
Pantone 382 U
Pantone 11 U
www.percello.com
1234 Great Flight Street, Suite 1000 • Washington, DC 20001 • USA
0.25”

0.25”
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 ENVIRONMENT
Percello goes above and beyond to make each guest
feel as relaxed as possible. Our terminal lounges in
addition to our onboard suites are custom-crafted
to provide maximum comfort. This means pleasant
colors, textures, and shapes.

Why is environment important?

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ENVIRONMENT

FLOORS
We offer a variety of choices for our floors, but
preferably, they will be wooden laminate or percello
green shag carpeting. We believe that these are most
conducive with our image, but carpets that stray
from these materials are allowed and encouraged.
WALLS
Variations on percello green should be used for the
walls. An exact match to our color is not needed, but
as close as possible is preferred. Wallpaper, tiling,
or paint are all allowed, but should be used for the
appropriate room. Samples shown are tiles, good for
rest rooms or bar areas.

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ENVIRONMENT

FURNITURE
Furnishings for percello need only to contain at least
one (1) of our primary, secondary, or tertiary colors.
The goal is not to match, but to look for comfort

LIGHTING
and fashion. Retro styles are encouraged. All fabrics
are allowed, but check with your percello marketing
representative for further details.

In our company, lighting should always be present,

but subdued. Nothing too illuminated, but it’s always
there. Kitschy lamps preferred, but any kind of
geometric or retro styles of lighting are encouraged
for spaces.

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 WEBSITE home about us contact

Percello uses our website to establish an online

presence in which we can further connect and Find Flights
 Round-Trip  One-Way

personalize the user experience. Our website is the From:

first contact that many people have with our brand, To:

therefore it is important that it communicates our Dates

brand standards clearly and effectively. Depart: mm/dd/yyyy Any

ADVENTURE AWAITS Return: mm/dd/yyyy Any

Need a break? Percello has created a brand new way of traveling. We create a memorable
experience, from the moment you step in the airport, to the moment we land.
Search Advanced Search

BLOG REVIEWS SURVEY

New Destinations! See What Others Help Us Help You

How does our branding work online?

Trips to Puerto Rico and New Zealand
are now in session for Spring 2011…
MORE >>
posted by Billie J. on March 17, 2011
Are Saying

“Percello keeps true to their roots—I
can say that I feel like I made a new
friend on my journey, and it helped
contribute to an unforgettable...”
Take a sample of our featured survey
that analyzes your personality type in
order to create a completely one-of-a-
kind experience!
MORE >>

MORE >>

37 percello brand identity guidelines May 2011 Version 1.0 May 2011 Version 1.0 38
WEBSITE

HOMEPAGE SECONDARY
home about us contact home about us contact

The navigation bar, logo and blurbs at the

bottom of the home page should always remain Find Flights
BLOG New Destinations!
PAGES
stationary (although stories will be updated with
 Round-Trip  One-Way

every post). Our flight search box, along with

From:
REVIEWS Trips to Puerto Rico and New Zealand are now in session for Spring 2011, along
with more options for customization. Want to bring a pet with you on your flight?
The navigation bar at the top, along with the logo,

the “Adventure Awaits” box should also remain To: SURVEY No problem. Our rooms and ventilation system filter out allergens in the air,
providing a great experience for everyone involved. In addition, there are more
flights being chartered starting June 6th, 2011. So don’t worry, there will be enough
flight search utility and side navigation should always
flights to go around! remain stationary. All posts should be on the right
stationary, but the background transparency Dates
posted by Billie J. on March 17, 2011 side, and there should be .5” margin on the outside of
may be changed depending on the background Depart: mm/dd/yyyy Any
Find Flights
photo. The background photo for the home page ADVENTURE AWAITS Return: mm/dd/yyyy Any
 Round-Trip  One-Way
all pages.
Need a break? Percello has created a brand new way of traveling. We create a memorable From:
should change once every two weeks, and always experience, from the moment you step in the airport, to the moment we land.
Search Advanced Search

be a high quality image that relates the brand of To:

Ticket Giveaway
In celebration of our 1000th flight, we are giving away two tickets to any destina-
percello to our customers. Dates tion to which Percello currently flies. Want to see the beaches of Brazil? No prob-
lem. For full details on contest, as well as how to enter, see our application form.
Depart: mm/dd/yyyy Any Contest open to US residents only.

BLOG REVIEWS SURVEY Return: mm/dd/yyyy Any posted by Roberto H. on March 11, 2011

New Destinations! See What Others Help Us Help You

Trips to Puerto Rico and New Zealand
are now in session for Spring 2011…
MORE >>
posted by Billie J. on March 17, 2011
Are Saying

“Percello keeps true to their roots—I
can say that I feel like I made a new
friend on my journey, and it helped
contribute to an unforgettable...”
MORE >>
Take a sample of our featured survey
that analyzes your personality type in
order to create a completely one-of-a-
kind experience!
MORE >>
Search Advanced Search
Back to the Future
Hey guys and gals! We have exciting news. Wired, the technology magazine pub-
lished a review of Percello’s revolutionary new on-flight features in their latest
issue. Pick up the mag at any major retailer—tell us what you think!

posted by Billie J. on March 10, 2011

39 percello brand identity guidelines May 2011 Version 1.0 40

 More than a service; a friendship

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