Logo files are available for download at Brand.amadeus.com

Transcription

1 Page 21 The concept Amadeus logo The new Amadeus visual identity aims to make our brand more solid, simple and memorable. The Amadeus logo This new design has been evolved for a more modern look. It gives our logo greater legibility and visual impact. We have maintained the combination of upper/lower case lettering that is part of our heritage, and a key differentiating element of our original logo. Logo files are available for download at Brand.amadeus.com

2 Page 22 The versions On this page you can see the different versions of the Amadeus logo, in the corporate colours, in positive and negative, and respective versions in black and white. The most appropriate colour and format shall be chosen according to production specifications. Negative version. Colour Silver option (merchandising special cases) Below you can see the different references for correct application. Registered trademark Some countries like US or Chile are legally obliged to use the Registered Trademark. Use only if legally required. Vertical alignment We can align the logo vertical when needed due to space restrictions. Black and white We use the monochromatic, black and white version when we are not working with colour (i.e. in the press). Silver We use a silver option in special cases in merchandising. Negative version. Black & white Vertical alignment Positive version. Black & white Registered trademark CMYK or PMS Vs RGB According to the production specification, we can choose between the direct ink version (Pantone) or the four colour version (CMYK) for printing application. For on-screen viewing, we use the RGB version. Logo files are available for download at brand.amadeus.com

3 Page 23 Incorrect use of the logo Placing logo on busy backgrounds Signing with another colour other than the approved colours Aligning the logo on the diagonal Here are some clear examples of what is not permitted with the logo. Amadeus Blue signing over a black background Placing logo inside a frame Distorting the logo in any way Not enough contrast Signing with the grey palette Repeating the logo

4 Page 24 Clear space and minimum size Clear space To make sure that the logo remains legible, its reserve area must always be respected. This space is defined using the height of the "u" from our logo, which we refer to as "x" Each side maintains a reserve area of "x". This space should under no circumstances be reduced nor infringed upon by adjacent elements (text, photographs, other brands, etc.) We recommend that you do not use the Amadeus logo with dimensions less than a minimum size of 15 mm for an offline environment or 100 px for online. 15 mm 100 px

5 Page 25 Logo and endorsements There is one exceptional case where the reserve area for the logo can be occupied by text. In this special case, in the "x" module, the space can be divided in two equal halves to establish the size and base line where the text is inserted. Powered by Amadeus (endorsement) 1/2 x Powered by 1/2 x Powered by CMYK or PMS According to the production specification, we can choose between the direct ink version (Pantone) or the four colour version for printing application. RGB For on-screen viewing, we use the RGB version. Black and white We use the monochromatic, black and white version when we are not working with colour (i.e. in the press). Power by Amadeus files are available in brand.amadeus.com

6 amadeus.com Amadeus visual and verbal Page 26 The new Amadeus symbol The Amadeus symbol Sizes (px) Up until now, we have used the a of Amadeus as a symbol in all our communication materials. 64x64 px. 32x32 px. 16x16 px. In our new Visual Identity, this will no longer be the case. We will use a symbol only when we cannot use the Amadeus logo due to space limitations, such as mobile apps, FAV icon and GUI. Therefore, please remove the a symbol from all communication materials. We are going through legal procedures to register a new Amadeus symbol. As soon as we have the Amadeus symbol registered, we will update this section. Visual examples If you need to use a symbol before we have the legal approval for mobile apps, FAV icon and GUI only, please use the a symbol from the previous Visual Identity. Travel For business travel agents Results Brighter, Bolder, Better collaboration Imagine a brighter, bolder, better travel business Choose technology developed by the brightest minds. With Amadeus, you ll discover confidence, expertise and a bold approach to opportunity. We innovate and welcome change. Together we can build a better future for the travel industry. CMYK or PMS According to the production specification, we can choose between the direct ink version (Pantone) or the four colour version for printing application. amadeus.com RGB For on-screen viewing, we use the RGB version. Black and white We use the monochromatic, black and white version when we are not working with colour (i.e. in the press). The "a" is applied correctly as a FAV icon on the Amadeus website. The "a" cannot be applied in communications linked with the title of the material. The "a" cannot be replaced in communication with our signature system. New Amadeus symbol file will be available in Brand.amadeus.com

7 3.2. Co-branding system Page 27 A natural way to co-brand with our partners Example 1 + Amadeus We define co-branding as the association of two or more brands with the objective of enhancing the value of both, building a more attractive joint offering and obtaining greater profitability from the relationship. Our brand as well as our partner s brand should occupy the same total area (50-50) and are separated by a vertical line, maintaining an established clear space below both. Here you can see examples of block areas with different shapes but same total area: Example 2 + Amadeus A B A = B = C C

8 3.2. Co-branding system Page 28 A proper application will guarantee visibility and consistency We ve developed a system that aims to be respectful with both identities. Keep in mind that any time we do something different we might be damaging or minimising the impact of both brands. These are a few examples of what we should not do. We should always build co-branding in horizontal. We will always employ the same style and dividing line. We should respect the normalised size of the logo. We should not include logos inside any other shape.