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

2

THECOMPANY

3

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.

4

THEBASICS

5

6

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,

8

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.

9

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

10

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.

11

AEREO ARGENTINA

12

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.

13

AEREO ARGENTINA

AEREOARGENTINA

RIGHT ALIGNED:

SINGLE LINE:

14

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.

15

AEREO ARGENTINA

AEREO ARGENTINA

AEREO ARGENTINA

AEREO ARGENTINA

AEREO ARGENTINA

AEREO ARGENTINA

AEREO ARGENTINA

AEREO ARGENTINA

1.)

2.) 4.)

3.)

16

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.

17

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

18

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.

19

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

1234567890 ! @ # $ % ^ & * ( ) < > ? ” ’ ; : { } [ ]

1234567890 ! @ # $ % ^ & * ( ) < > ? ” ’ ; : { } [ ]

GOTHAM TYPEFACE

20

STATIONERY

21

22

Av Costanera R. Obligade, Buenos Aires, Argentina

+54 11 4576-5300 jorge@aereoargentina.comwww.aereoargentina.com

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

23

LETTERHEAD CONTINUATION SHEET

28 cm

21 cm

24

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:

25

10 cm

23 cm

26

JORGE GONZALEZPresidente

Av Costanera R. ObligadeBuenos Aires, Argentina

+54 11 4576-5300 jorge@aereoargentina.com

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

27

GOTHAM MEDIUM | 10 pt

GOTHAM BOOK ITALIC | 9 pt

GOTHAM BOOK | 8 pt

28

TOUCHPOINTS

29

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.

30

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

31

32

33

34

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

35

36

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.

37

38

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.

39

SMILE

LONG HAIR UPAPPROACHABLE

40

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”

41

42

43

44

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.

45

46

47

48

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.

49

50

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.

51

52

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.

53

54

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.

55

56

57

58

59

IDENTITY CREATED BY:CARLY HAYES