Brand and Visual
1
Guidelines
January 2016
January 2016 | Etihad Airways Brand and Visual Guidelines2MESSAGE FROM OUR CHIEF COMMERCIAL OFFICER
Driven by our vision to be the best airline and travel company in the world, we continue
to deliver the world’s most remarkable travel experiences.
While our product and service differentiation helps us to change the global aviation
landscape, our brand identity and guest engagement strategy are also key to the
success of the Etihad Aviation Group.
The range and impact of our brand as a global leader in innovation, hospitality and
style has been recognised worldwide. This means that it is important for us to always
present our image and communication correctly, and in keeping with the personality of
our brand, our brand values must be communicated and applied consistently through
every interaction and experience.
These guidelines are designed to standardise the creative approach to support our
brand identity and articulate our promise of transforming expectations of air travel.
I urge you all to follow these guidelines strictly and consistently, making every effort to
represent the Etihad Airways brand personality and attitude in everything you do.
Peter Baumgartner
Chief Commercial Officer4THE BRAND PLATFORM
11The Brand Corporate Vision of the Etihad Group
12
To be the best
• Best in class
• Airline, Holidays, Cargo, DMCs, Retail
airline and
• Abu Dhabi 2030 Plan
travel company
in the world
January 2016 | Etihad Airways Brand and Visual GuidelinesThe Brand Etihad Brand Mission
13
To deliver the world’s
most remarkable
Sets us apart from other airlines, forcing broader
comparisons outside the category of aviation, from
travel experiences
where Etihad can seek inspiration and rigorously
benchmark its achievements
January 2016 | Etihad Airways Brand and Visual GuidelinesThe Brand Etihad Brand Values
14
Respect
Inspired
For every guest. We treat
We seek out and imaginatively source the best
every guest as an individual.
in the world; open-minded, looking outside the
category, to be inspired by people and ideas
that make a positive difference.
Generosity
Can do
5-star hospitality delivered with a spirit of
The empowered, can do attitude of
generosity and luxury. As good hosts, we are
Abu Dhabi: making things happen;
determined to make your journey special and
ambitious but always considered.
to indulge you.
January 2016 | Etihad Airways Brand and Visual GuidelinesThe Brand Differentiating Products and Services
15
The distinguishing features of our brand offering that make us unique - they can be divided into two types:
‘Signature moments’
‘Outstanding as standard’
Fame-generating experiences that Etihad delivers and
Enhancing products and services with extraordinary touches
no other airline provides in the same way
that sets Etihad apart from competitors
The Residence
• The only three-room suite in the sky
• Turn-down service with all-natural mattress and bedding,
First Class
• Private space for up to two people
pillow mist, pulse-point oil, slippers and loungewear
• Featuring living room, ensuite bathroom, and double bedroom
• Meals served on finest bone china with exquisite boutique
• Personal butler, trained by the Savoy
wines and glassware
First Class
• Welcome reception, amuse-bouche, pre-dessert,
• Arrivals Lounge – only one in the UAE including buffet, shower
First & Business Class
mini-dessert tasters and signature Cognac service
facilities, clothes pressing and wet shave facility
• Spacious First Apartment with separate seat and bed (A380)
• Etihad Premium Lounge in AUH – complimentary Six Senses
• Vanity unit with lit mirror (A380)
Spa, Style & Shave by Etihad Airways featuring barber, shoe
• Chilled refreshments cabinet (A380/787)
shine, blow dry and nail bar
• Inflight Chef
• Same-day morning newspaper
• Fully-flat beds on all long-haul flights
Business Class
• Direct aisle access on wide-body aircraft
Business Class
• Ded…The Brand Brand Personality and Attitude
16
Flair
A confident and imaginative touch
in everything we do
Guest Orientated
An engaged ‘can’t do enough
for you’ attitude
Proactive
Always looking for better, taking
action and leading the way
January 2016 | Etihad Airways Brand and Visual GuidelinesThe Brand Brand Promise
17
Transforming
• An ongoing guarantee to customers that reflects the totality
of the Etihad experience
expectations
• Encourages loyalty – so good you’ll want to come back
of air travel
• We will only be satisfied if we deliver a travel experience
that dramatically exceeds expectations
January 2016 | Etihad Airways Brand and Visual GuidelinesThe Brand Emotional Benefit
18
“It was the right
decision to fly Etihad.”
• Made to feel special
“I had a great flight
• ‘My choice, well made’,
and I have so much
‘I’m in the know’ – not part of the herd
• The gratification that comes from flying
to tell you...”
with the best (and knowing it)
January 2016 | Etihad Airways Brand and Visual GuidelinesThe Brand Brand Essence
19
Remarkable
From the way it treats passengers as guests, to being a pioneer across its entire business of innovations and improvements,
Etihad Airways represents a significant advance in air travel. Newsworthy – people will talk about Etihad Airways.
January 2016 | Etihad Airways Brand and Visual Guidelines20The Brand Elements Corporate Logo Arabic and Other Languages
26
In certain markets where Arabic and/or English are
Etihad Airways Master Logo Arabic
Etihad Airways Master Logo Various languages
not the primary language, a modified logo will be
created with the local language.
Displayed here are the Chinese, Korean, Japanese
Chinese Logo variation
and Thai versions of the logo. As a rule, only the
Arabic is replaced by the alternative language.
The ‘Abu Dhabi’ descriptor remains in English and the
same rules apply on usage of the descriptor.
NOTE: Logo variations must be
NOTE
created by Visual Communications.
& REMEMBER
Korean Logo variation
Etihad Airways Provenance Logo Arabic
Japanese Logo variation
Thai Logo variation
January 2016 | Etihad Airways Brand and Visual GuidelinesThe Brand Elements Corporate Logo Clear Space and Minimum Size
27
Clear space
NOTE
& REMEMBER
The clear space area denotes the area around the
logos in which no other type, graphic or photographic
elements may appear. The clear space does not affect
background colour usage.
Minimum Size
MUST
The ‘D’-rule
READ
A useful guide for all spatial proportions around the
Etihad Logo in Advertising and Collateral is the ‘D’ rule
2cm
where ‘X’ is the measurement taken from the inside of
the ETIHAD ‘D’, as shown below. If in doubt, use the
‘D’ rule to check for consistency, examples of which
you will see throughout this document.
Minimum size
Minimum Size
In order to avoid loss of detail or legibility, the minimum
size for the reproduction of the logos on all applications
must not be less than as indicated on the right.
1.5cm
Minimum Size
1.5cm
January 2016 | Etihad Airways Brand and Visual Guidelines28
Golden rule #1
The ‘D’ letter from the wordmark is
the key element to form minimum or maximum
spacing, sizing or margin rules, for most of the
templates in these guidelines.
January 2016 | Etihad Airways Brand and Visual GuidelinesThe Brand Elements Corporate Logo Incorrect Usage
NOTE
& REMEMBER
29
Incorrect usage of our logo results in the dilution
of its overall impact and communication.
It conveys the wrong image for the brand.
Individual discretionary usage of our logo is not
permitted.
The following are a series of application methods
of our logo that are not permitted (same rule for
both authorised logos).
DON’T
DON’T
DON’T
The logos below must not be used in any
Change the spaces between the elements
Stretch or extend the elements
Resize the elements
situation. These logos have long been
discontinued. If found to exist on any
medium, it must be changed with immediate
effect and Visual Communications must be
informed directly.
DON’T
DON’T
DON’T
Distort the elements
Apply any effects to the Logos
Change the colour of the elements
DON’T
DON’T
DON’T
Cartridge the logo
Use on faded photographic backgrounds
Use busy photographic backgrounds
January 2016 | Etihad Airways Brand and Visual GuidelinesThe Brand Elements Corporate Typeface Latin
30
ETIHAD ALTIS
Etihad Altis
The ‘Etihad Altis’ font is a typeface specially created
for Etihad Airways. The creators took inspiration from
the Etihad logo.
The following versions of the typeface have been
chosen for usage.
No substitution of these is acceptable.
Etihad Altis Text Italic
Etihad Altis Thin
Exceptions appear in the Etihad Inflight magazine
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1234567890ABCDEFGHIJKLMNOPQRSTUVWYZ
and Aspire, where the fonts ‘Walkway’ and ‘Swiss’ are
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used. These are the only publications where other
fonts are permitted.
Etihad Altis Medium
Etihad Altis Thin Italic
MUST
NOTE: For all digital applications, a special web
READ
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1234567890ABCDEFGHIJKLMNOPQRSTUVWXYZ
version of Etihad Altis is available.
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Wherever the Etihad Altis typeface is not an available
option, ‘Trebuchet MS’ is the alternative typeface.
Etihad Altis Medium Italic
Etihad Altis Light
‘Trebuchet MS’ should only be used if the Etihad Altis
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web typeface is not an available option in digital
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applications such as:
Content management/driven systems
Etihad Altis Bold
Etihad Altis Light Italic
where ‘Etihad Altis’ cannot be supported.
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123456789…The Brand Elements Corporate Typeface Arabic
31
DIN Next for Etihad
دن نكست
The Arabic font for Etihad is ‘DIN Next for ETIHAD’ and
should be used within the Etihad brand.
The following three versions of the typeface have been
chosen for usage.
No substitution of these is acceptable.
NOTE: Please ensure that Arabic numerals are used
NOTE
as opposed to Hindi numerals as illustrated below.
& REMEMBER
Hindi numerals
1234567890
DIN Next for Etihad Light
1234567890
ابتثجحخدذرزسشسصسضسطظعغفقكلمنهوئية
Arabic numerals
1234567890
1234567890
DIN Next for Etihad Book
ابتثجحخدذرزسشسصسضسطظعغفقكلمنهوئية
1234567890
DIN Next for Etihad Medium
ابتثجحخدذرزسشسصسضسطظعغفقكلمنهوئية
January 2016 | Etihad Airways Brand and Visual GuidelinesThe Brand Elements Colour Palette Master Brand
MUST
READ
32
Primary colour proportions engine
Primary Colour Palette
The full primary colour palette consists of Etihad Black 5C, 2 Golds: Etihad Bright Gold and Etihad Gold, Etihad Pearl and White.
These pie charts show the distribution of colour to be used in applications, with the background colour making up
These colours represent modernity, purity and strength. Pantone Black 5C and Gold adds a touch of luxury, and is also inspired by Emirati heritage.
the largest percentage and logo and highlights colour being used in moderation.
WHITE
ETIHAD BLACK 5C
ETIHAD BRIGHT GOLD
ETIHAD PEARL
General applications
Premium high-end applications
Gold colour to be used only
for Etihad Logo and text on
dark backgrounds
C10 M36 Y96 K0
R228 G167 B44
HEX #CE4A72C
NOTE
ETIHAD GOLD
& REMEMBER
Gold colour applicable for
Etihad Logo and text on
light backgrounds
PANTONE Black 5C
PANTONE 8640C (Metallic)
PANTONE 9060C
C42 M69 Y37 K85
C7 M33 Y99 K19
C2 M2 Y6 K5
R39 G0 B21
Logo and
Background,
Text
R196 G146 B27
R252 G251 B245
Logo facet
Background
Logo and
HEX #270015
highlights
base or logo
colour
HEX #C4921B
HEX #FCFBF5
colour
colour
highlights
RAL 3007
colour
RAL 1005
facet colour
RAL 9002
colour
Secondary Colour Palette
Primary colour proportions engine
The secondary colour palette is available for use in addition to primary colours. It can be used across the various channels of distribution such as Tactical/Retail advertising, Websites, Retai…33
Golden rule #2
There are two Gold colours in the palette.
1
2
Etihad Bright Gold
Etihad Gold
Applicable on all 5C and
Applicable on all pearl
dark backgrounds
and lighter backgrounds
January 2016 | Etihad Airways Brand and Visual GuidelinesMUST
The Brand Elements Colour Palette Corporate Logo
READ
34
NOTE
& REMEMBER
CMYK vs PANTONE Logo
Premium print applications: PANTONE 8640C Metallic
Standard print applications/Static digital applications
The CMYK Logo should be used in all applications
with the exception of high-end exclusive collateral
such as invitations or one colour applications such
as corporate stationery. In these special cases, a
metallic spot colour version (PANTONE 8640C) should
be used.
IMPORTANT NOTE: The CMYK/RGB values of
the Etihad Logo are different depending on the
background colour as illustrated on the right.
Gold on PANTONE 5C or
Gold on white or
Digital Logo
dark backgrounds
light backgrounds
It should be only used in a situation where the Logo
C7 M33 Y99 K19
C10 M36 Y96 K0
appears in an animated style in Flash Banners, TVC,
R196 G146 B27
R228 G167 B44
video or film end frames with stroke light effect
moving across the frame from left to right.
Black and White
Animated digital applications (with motion effect)
Black and White or single colour versions
In some cases (i.e. black and white newspapers),
the colour version of the Logos cannot be printed.
In such instances, the Logo should be used in 100%
black as shown.
NOTE
NOTE: The usage of the above logo is subject to
& REMEMBER
approval from Visual Communications.
January 2016 | Etihad Airways Brand and Visual GuidelinesThe Brand Elements Colour Palette Background Colour Applications
MUST
READ
35
C10 M36 Y96 K0
C7 M33 Y99 K19
R228 G167 B44
R196 G146 B27
Etihad and subsidiaries environments
Darker solid colour backgrounds
Lighter backgrounds
To ensure maximum visual impact of the Etihad Logo, the
backgrounds against which it can appear are restricted. The
recommended version is the PANTONE Black 5C background.
NOTE
& REMEMBER
C7 M33 Y99 K19
Third-party or joint communication environment
R196 G146 B27
White
Solid colour backgrounds
Photographic backgrounds
For the application on third-party collaterals such as sponshorship
panel, joint or partnership communication, where the Etihad Logo
appears directly on photographic backgrounds or their respective
brand colours, it must appear in ETIHAD Gold or White for maximum
impact.
All applications require prior approval from Visual
Communications.
January 2016 | Etihad Airways Brand and Visual GuidelinesThe Brand Elements Design Device Facets of Abu Dhabi - Concept
36
Facets of Abu Dhabi
Inspiration
The concept - inspired by the culture, the
geography and the innovation of
Abu Dhabi - brings together the shapes
of the desert landscape, the elegant
precision of Islamic design motifs and
the geometric patterns inherent in the
local architecture, whilst drawing on the
powerful equities of the Etihad Logo
itself.
NOTE
& REMEMBER
It has been designed to be a powerful evocation of
one of the world’s most remarkable 21st Century cities;
This triangular shape already exists in our Etihad Logo
a place with a rich tradition of hospitality, an eye for
the best of global luxury and a boundless vision for
the future. A place that we at Etihad are proud to call
home – Abu Dhabi.
January 2016 | Etihad Airways Brand and Visual GuidelinesThe Brand Elements Design Device
37
Facets of Abu Dhabi - Construction principle
By connecting these facets across a whole canvas we create a backdrop design framework which we call the ‘Facets of Abu Dhabi’.
The Facets of Abu Dhabi design language
is brought to striking effect in our Etihad
Airways new aircraft exterior and interiors.
January 2016 | Etihad Airways Brand and Visual GuidelinesThe Brand Elements Design Device
38
Facets of Abu Dhabi - Construction Principle
Pattern Grid
Seamless Composite Canvas
Created from a connected linear construction - it is unbroken.
Created by connecting the pattern and repeating to create a larger canvas.
January 2016 | Etihad Airways Brand and Visual GuidelinesThe Brand Elements Design Device Facets of Abu Dhabi - Livery Application
39
January 2016 | Etihad Airways Brand and Visual GuidelinesThe Brand Elements Design Device Facets of Abu Dhabi - Acceptable Colour Application
40
Acceptable Colour Applications
The facets background can be used in applications such as brochures, invitations, covers or inside pages as suggested below.
NOTE
IMPORTANT NOTE: Each application needs approval from Visual Communications.
& REMEMBER
Full Graphic
Close Ups
Merged with Background
Light Colour Application
Dark Colour Application
January 2016 | Etihad Airways Brand and Visual GuidelinesThe Brand Elements Design Device Golden Facets and Line Application
41
Sample applications
Usage of the Golden Facets and strokes are limited
MUST
to applications when something truly remarkable
READ
needs to be visually expressed.
Suggested applications are brochure covers
and inside pages, packaging for gift items or
giveaways, amenities, etc.
IMPORTANT NOTE: Each application needs
approval from Visual Communications.
REMARKABLE
FESTIVAL 2013
MERLOT
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derim unit
est lorem
Hand
Facial
Sanitizer
Mist
3.4fl oz • 100ml
3.4fl oz • 100ml
January 2016 | Etihad Airways Brand and Visual Guidelines
