Graphics Guidelines UPDATED

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1 Graphics Guidelines UPDATED

2 Index THE GRAPHICS GUIDELINES The logo story The official Finnair logo Prohibited use of the logo The official F emblem The official F emblem versions Prohibited use of the F emblem The Finnair brand hierarchy Placement of a unit or sub-brand name near the Finnair logo as a guiding element Finnair Plus logo Finnair logo and oneworld logo Colours and using colours in layout/colour proportions Typography Use of typography UPDATED

3 THE OFFICIAL FINNAIR LOGO THE LOGO STORY The shapes of the Finnair logo represent functionalism and style which have always been essential parts of Finnair s 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

4 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. 1. Minimum size of the logo The minimum size is defined to ensure the visibility of the logo. Minimum width of the logo is 20 mm. 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: UPDATED

5 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 5. OUTLINES ADDED 6. BLACK LOGO USED WITH COLOURED BACKGROUND 7. COLOURED LOGO USED WITH COLOURED BACKGROUND 8. COLOURED LOGO USED WITH GRADIENT BACKGROUND 9. COLOURED LOGO USED WITH IMAGE UPDATED

6 THE OFFICIAL F EMBLEM UPDATED

7 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. 1. Minimum size of the emblem The minimum size is defined to ensure the visibility of the emblem. Minimum width of the emblem is 9.5 mm. 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: UPDATED

8 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 5. OUTLINES ADDED 6. BLACK EMBLEM USED WITH COLOURED BACKGROUND 7. COLOURED EMBLEM USED WITH COLOURED BACKGROUND 8. COLOURED EMBLEM USED WITH GRADIENT BACKGROUND 9. COLOURED EMBLEM USED WITH IMAGE UPDATED

9 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 FACILITIES MANAGEMENT FINNAIR FLIGHT ACADEMY FINNAIR ENGINE SERVICES FINNAIR PLUS FINNAIR TECHNICAL SERVICES UPDATED

10 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 x CARGO CARGO ½ x = Maximum Height CARGO ½ x = Maximum Height CARGO CARGO ½ x = Maximum Height FORMING THE COMBINATION: The minimum distance of the text is the same as the logo s 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

11 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: UPDATED

12 FINNAIR LOGO AND oneworld LOGO These are the basic principles to be followed. For more information, please see the oneworld guidelines at 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 1. Lock-to-line This is the preferred method and should be used wherever possible. centre 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. 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. A centre 167% 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. A centre 143% of A UPDATED

13 FINNAIR COLOURS Navy Blue is the official colour of the Finnair brand. It s used mainly in the logo and emblem. 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. MAIN COLOURS The use of colours should aim at creating applications that are clean and fresh. The main colours are white, grey and blue. ACCENT COLOURS 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

14 TYPOGRAPHY The official font family of Finnair s identity is Amplitude. Identity s supporting typeface is ITC Caslon 224. Use 80% or less black in body copy and headlines. Amplitude ITC Caslon 224 Amplitude Condensed Light Amplitude Condensed Book Amplitude Condensed Regular Amplitude Condensed Medium Amplitude Condensed Bold Amplitude Condensed Black Amplitude Condensed Ultra Amplitude Light Amplitude Book Amplitude Regular Amplitude Medium Amplitude Bold Amplitude Black Amplitude Ultra Amplitude Wide Light Amplitude Wide Book Amplitude Wide Regular Amplitude Wide Medium Amplitude Wide Bold Amplitude Wide Black Amplitude Wide Ultra ITC Caslon 224 Book ITC Caslon 224 Book Italic ITC Caslon 224 Medium ITC Caslon 224 Medium Italic ITC Caslon 224 Bold ITC Caslon 224 Bold Italic ITC Caslon 224 Black 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

15 USE OF TYPOGRAPHY The official font family of Finnair s 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. FINNAIR S OFFICIAL FONTS HAVE BEEN DEFINED FOR TWO DIFFERENT PURPOSES: 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 partner s computers. 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 recipient s computer, so open documents can be kept in a consistent way in a digital environment. Amplitude Wide Light is stylish for big headlines. ITC Caslon 224 Bold Italic is perfect for standfirst. 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

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