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The Easygroup Brand Manual

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The Easygroup Brand Manual what makes us tick? section 1 easy.comTM ® our identity the easy portal section 2 the easyGroup brand manual easyGroup® Ltd. brand application p1 1 /35 section 3 lastlast revised: revised: Feb Feb 2020 2020 Hi from Stelios Dear friends and colleagues, The ’easy’ brand, which I started with the launch of the of the younger businesses have articulated, to some airline in 1995, is now used by more than a dozen degree, their own values. However this manual is for the different businesses and millions of consumers from all entire ’easy’ brand and it identifies the common themes over the world. I believe it is an extremely valuable asset amongst all the ’easy’ businesses. which can generate substantial success for all involved with it. A brand is always evolving and people’s perceptions of it do change from time to time. However I still believe Therefore we have created this brand manual. Like any that there are eight values (listed on p12) that all ’easy’ manual, its objective is to help people who use the businesses share and sticking to them is a good idea for brand to understand its origin, the brand values and the everybody. Remember there is strength in unity. best ways of getting the most out of it. I want you, as a partner or associate to get close to our This brand manual is written for the benefit of those way! How we do business, how we communicate, what people within the easyGroup, or franchisees or we believe in and ultimately where we are going. licensees of the ’easy’ brand and for those who are considering buying into the brand. Take care and enjoy. We have now listed the eight brand values of the easy brand in their own right (see page 12). Clearly a lot has been written over the years about easyJet, the first London ’easy’ business and the flagship of the brand and many July 2009 p2/35 last revised: Feb 2020 about us contents section 1 our visual examples of how we have about us identity been using the brand 6 what is the easyGroup? 14 naming 23 web 7 what is the easy.com global portal? 15 the portal logo 24 advertising 8 the easyGroup mission statement 16 business logos 25 group communication 9 the easyGroup strategy 17 do’s & don’ts 27 PR our visual identity 10 the easyGroup vision 18 colours 28 PR case studies 11 easyGroup 19 typefaces 29 consumer communication the new strapline 12 the 8 easyGroup brand values 20 pictures 30 how to use Stelios section 2 21 lingo appendices 32 FAQ 33 easyGroup contacts examples 34 list of contacts 35 easy the family of brands section 3 p3/35 last revised: Feb 2020 about us what makes us tick? section 1 section 1 6 what is the easyGroup? 7 what is the easy.com global portal? 8 the easyGroup mission statement 9 easyGroup the strategy our identity about us 10 easyGroup the vision our visual identity 11 easyGroup the new strapline section 2 12 easyGroup the 8 brand values section 2 examples brand application section 3 4p4/35 section 3 last revised: Feb 2020 about us section 1 Stelios on the 6.50am, November 10th, 1995, Luton airport. The first easyJet flight to Glasgow. And, as they say, our visual identity the rest is history. section 2 examples section 3 p5/35 last revised: Feb 2020 about us what is the easyGroup? section 1 The easyGroup is the private investment vehicle of Stelios, the serial entrepreneur. The easyGroup is the owner of the ’easy’ brand and our visual identity licences it to all of the ’easy’ branded businesses, including easyJet plc, the airline Stelios started in 1995 and in which he remains the largest section 2 single shareholder. The easyGroup profits by either selling shares in the businesses or by licensing or franchising the brand to reputable partners. The ’easy’ brand currently operates in more than a dozen industries mainly examples in travel, leisure, serviced office accommodation and other consumer facing sectors. section 3 p6/35 last revised: Feb 2020 what is the about us easy.com global portal? section 1 The global internet portal where consumers can find out about the full official range of easyGroup products and services including our visual identity the latest news on all the ’easy’ businesses and Stelios himself. section 2 examples section 3 p7/35 last revised: Feb 2020 products andservices, whilstcreatingrealwealthfor allstakeholders. leadingvaluebrandtomore Our missionistomanage andextendEurope’s the easyGroup missionstatement last revised: Feb2020 p8 /35 section 3 examples section 2 our visual identity section 1 about us about us the easyGroup strategy section 1 We will build on our brand values: (1) (2) (3) great value, taking on the big boys, for the many not the few, our visual identity (4) relentless innovation, (5) keep it simple, (6) entrepreneurial, (7) making a difference in people’s lives and (8) honest, open, caring and fun. section 2 We will protect our brand from internal and external threats and manage appropriately the business and other risks inherent in venturing. We will develop our examples people and ensure their reward is aligned to realised shareholder returns. section 3 p9/35 last revised: Feb 2020 about us the easyGroup vision section 1 our visual identity easyGroup will develop Europe’s leading value brand into a global force. section 2 We will paint the world orange! examples section 3 p10/35 last revised: Feb 2020 the easyGroup more value forless! strapline last revised: Feb2020 p11 /35 section 3 examples section 2 our visual identity section 1 about us about us the 8 easyGroup brand values section 1 1. 2. 3. 4. great taking on the for the many, relentless our visual identity value big boys not the few innovation section 2 5. 6. 7. 8. keep it entrepreneurial making a honest, simple difference in open, caring people’s lives & fun examples section 3 p12/35 last revised: Feb 2020 about us section 1 14 naming 15 the portal logo 16 business logos our visual identity 17 do’s & don’ts 18 colours our visual identity 19 typefaces 20 pictures section 2 21 lingo examples section 3 p13/35 last revised: Feb 2020 naming about us Our visual identity, known as the ‘Getup’, is an essential part of the easyJet Brand Licence section 1 and is cast in stone! easyGroup It is defined as: Group logo in correct Cooper Black font “(a) white lettering on an orange background (Pantone® 021c on glossy print materials; on other surfaces the nearest practicable equivalent). and easyCar (b) in Cooper Black font ‘easy’ branded business logo in correct Cooper Black font our visual identity (not bold, italics, outline nor underlined) the word “easy” in lower case followed (without a space) by another word, only the initial letter of which is capitalised” section 2 The ’easy’ name is a powerful asset. easyJet To maintain brand strength, correct and consistent use is vital. capitalise first letter following ‘easy’ The easyGroup logo is used when representing Stelios’ examples company and the licensor of the ’easy’ brand in corporate communications. section 3 p14/35 last revised: Feb 2020 the exclusion zone the portal logo The logotype must be reproduced with a clear area around it which is free from other graphic elements. about us This area is known as the ‘exclusion The portal logo is at the heart of all group zone’. section 1 communication aimed at the consumer. the exclusion zone written style With its simple design, this logo is the In body text the portal name should always appear in the font Futura. consumer-facing brand which represents all of the online ’easy’ businesses. the minimum size The logo should always be clearly legible. When using the .com suffix it always appears colours The logo should always be white on in the Futura typeface. This is included on the mono versions easy orange PANTONE 021. our visual identity website of all ’easy’ businesses. It is mandated by In body text it should only appear the Brand Licence. It helps consumers: it shows this in black on white and only where white out of easy orange is not section 2 is an authentic legitimate ’easy’ business and it practical. helps them find the website using search engines. As a brand standard, all easyGroup brand Visual example of the legend badge licensees are required to include the legend examples 'part of the easy® family of brands' on their website homepage. We strongly section 3 recommend this is placed in the footer of the site. p15/35 last revised: Feb 2020 business logos easyJet.com easyMusic.com about us Each ’easy’ branded business has easyInternetcafe.com easyCruise.com its own specific logo, differentiated through the section 1 descriptive word (or words) after ”easy”. easyCar.com easyMobile.com easyValue.com easyWatch.com written style In body text all business names should always appear easyMoney easyVan in Cooper Black font (not bold, italics, outline nor .com .com underlined), the word “easy” in lower case followed (without a space) by another word, only the initial letter easyCinema.com easyOffice.co.uk of which is capitalised. our visual identity easyBus.com easyHolidays.co.uk the minimum size The logo should always be clearly legible. easyHotel.com easyAir-tours.com section 2 colours easy4men.com easyFlights.co.uk The logo should always appear in white lettering on an ® orange background (Pantone 021c on glossy print easyJobs.com easyBags.co.uk materials; on other surfaces the nearest practicable equivalent – see page 21). examples In body text it should appear black on white and only easyPizza.com easyGym.com where white on orange is not practical.
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