Naughty Or Nice? a Stripped-Down Guide

NAUGHTY OR NICE? A STRIPPED-DOWN GUIDE

A quick overview of how to remain faithful to the CanJet brand. For the complete guide: www.canjet.com/guidelines TABLE OF CONTENTS

LOGO | 1 IMAGERY | 5 Introduction 1.1 Style 5.1 Attributes 1.2 Orientation 1.3 APPLICATIONS | 6 Clear Space 1.4 Uniforms 6.1 Restricted Use 1.5 Mile High Club 6.2 Ticket 6.3 TYPOGRAPHY | 2 Website 6.4 Typefaces 2.1 In-Flight Magazine 6.5 Usage 2.2 Plane: Exterior 6.6 Plane: Interior 6.7 COLOUR | 3

STATIONERY | 4 Business Card 4.1 Envelope 4.2

Letterhead 4.3

INTRODUCTION

Here is the CanJet logo, we think it’s pretty sexy. There are a few things you should know about the logo to preserve the integrity of the brand.

1.1 | Logo ATTRIBUTES

Sometimes less is more. Here are four words we feel best describe the qualities of CanJet.

1) FAST 2) SPACIOUS 3) DYNAMIC 4) SEXY

1.2 | Logo ORIENTATION

The CanJet wordmark and swoop logomark are like lovers - do not seperate them under any circumstances.

NAUGHTY NICE

1.3 | Logo CLEAR SPACE

Sometimes things get steamy and you need some room to breathe - do not crowd the logo.

NAUGHTY NICE

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Etiam laoreet nulla at nisl porta sed sodales augue viverra. Pellentesque cursus est non dui pellentesque adipiscing. Nam sollicitudin urna Lorem ipsum dolor sit amet, consectetur adipiscing elit. Etiam vel metus placerat quis vestibulum velit fringilla. laoreet nulla at nisl porta sed sodales augue viverra. Pellentesque cursus est non dui pellentesque adipiscing. Nam sollicitudin urna vel metus placerat quis vestibulum velit fringilla.

1.4 | Logo PROHIBITED USE

Everyone likes to try something different now and then, but sometimes it gets a bit messy - be nice to the logo.

NAUGHTY NICE

Above: Drop shadows, glows, repitition of swoop logomark, Above: Here are the only acceptable instances of the CanJet changes in colour, changes in proportion, and placing over logo. When possible, always use the two colour version on dark imagery where logo is tough to decipher is not okay. white. Logo must be clearly indentifiable if placed over image.

1.5 | Logo FONTS

Consistant communication is fundamental to any relationship, and we’re pretty serious about our customer relationships. Use only the following fonts:

ITC Franklin Gothic Book Condensed (and Oblique) ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890

ITC Franklin Gothic Medium Condensed (and Oblique) ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890

2.1 | Typography USAGE

Follow these rules to avoid punishment: 1) All-caps ITC Franklin Gothic Medium Condensed for headlines 2) 9 pt Book (tracking +10, leading 12 pt) for body copy (print)

NAUGHTY NICE

Lorem Ipsum LOREM IPSUM

dolor sit amet, consectetur adipiscing elit. Etiam laoreet dolor sit amet, consectetur adipiscing elit. Etiam laoreet nulla at nisl nulla at nisl porta sed sodales augue viverra. Pellentesque porta sed sodales augue viverra. Pellentesque cursus est non dui cursus est non dui pellentesque adipiscing. Nam sollicitu- pellentesque adipiscing. Nam sollicitudin urna vel metus placerat quis din urna vel metus placerat quis vestibulum velit fringilla. vestibulum velit fringilla.

2.2 | Typography COLOUR

Maintaining the sexyness of the CanJet Red across all mediums is very important. To ensure this, please refer to the colour matching system below.

Colour matching Pantone® equivalent CMYK RGB HTML CanJet Red Pantone DS 75-1 C0 M95 Y95 K25 R187 G37 B30 BB251E

3.1 | Colour BUSINESS CARD

Taking care of business is a piece of cake if you refer to the guidelines below.

3.5 in. total width

0.375 in. 1.875 in. 0.25 in. (2.25 in. total)

0.4 in.

Name sets as 10/12 ITC Franklin Gothic Bold Condensed 1.25 in. Flush left, ragged right. Logo width 0.75 in. Text sets as 8/10 ITC Franklin Gothic Book Condensed Flush left, ragged right.

2.5 in. total height

1.5 in. Maximum line length.

4.1 | Stationery ENVELOPE

Sealing the deal is easy if you follow to the guidelines below.

9.5 in. total width 0.375 in. 1.5 1.75 (1.875 total) (3.5 total)

0.1875 in.

0.75 in.

1.25 in. Text sets as 8/10 ITC Franklin Gothic Book Condensed Logo width Flush left, ragged right.

1.5 in. (2.25 in. total) GARY LUDWIG FACULTY OF DESIGN 100 MCCAUL TORONTO ON M5T 1W1

All word processed text sets as 10/12 Courier New Flush left, ragged right.

4.125 in. total height

4.2 | Stationery LETTERHEAD

Please use your head, and refer to the guidelines below.

5.125 in. 8.5 in. 2.125 in. maximum text width total width

0.25 in.

1.25 in. Logo width

1.25 in. CANJET AIRLINES set in 10/11 ITC Franklin Gothic Bold Condensed All other pre-printed text set in 8.5/11 ITC Franklin Gothic Book Condensed Flush left, ragged right in all instances. 1.125 in. (2.125 in. total) ATTN: MR. GARY LUDWIG All word processed text sets as 9/13 ITC Franklin Gothic Book Condensed. FACULTY OF DESIGN Flush left, ragged right in all instances.

RE: Project 1 Deliverables

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Ut non massa purus, a volutpat augue. Praesent eget venenatis dui. Proin iaculis dui et nulla viverra eget commodo nibh semper. Phasellus sit amet ligula vitae sem volutpat malesuada. Maecenas adipiscing lacus vitae nisi aliquam faucibus. Proin mollis, odio non semper adipiscing, enim mauris sollicitudin justo, sit amet convallis turpis eros sit amet quam. Aliquam viverra orci eu erat consectetur adipiscing. Nulla tristique eros sit amet urna ultrices tempus elementum lacus commodo. Donec sed eros tellus, et interdum dolor. Fusce pretium sapien eu dolor molestie varius. Ut sed arcu augue, et interdum augue. Sed aliquet nisl ut 4.3 | Stationery tellus malesuada convallis. Ut nisi orci, iaculis in fermentum at, tristique ut dui. Suspendisse tincidunt magna nec mauris vestibulum in elementum elit dapibus.

Regards,

Mr. Brendan Peters IMAGERY

CanJet is a sexy company. Images are deemed acceptable for use if they meet the following criteria:

a) The image is sexy b) The image contains no nudity c) The image is of professional grade photography d) The image is either situated in a beach/vacation setting or the model is set against a white backdrop e) The image contains a red indentifier

Here are some acceptable images:

5.1 | Imagery IMAGE STYLE

5.1 | Image Style IMAGE STYLE

5.1 | Image Style

UNIFORMS

6.1 | Applications MILE HIGH CLUB

6.2 | Applications TICKET

Class | Classe FIRST CLASS / CLASSE UNO

Boarding time Heure d’embarquement 16:38 From | De To | Destination To | Destination TORONTO, YYC VARADERO, VDRV ARADERO, VDR

Name | Nom Airline use |À usage interne Name | Nom LUDWIG, GARY 0081A YYC27670 LUDWIG, GARY

Boarding Pass | Carte d’accés à bord

6.3 | Applications WEBSITE

6.4 | Applications IN-FLIGHT MAGAZINE

6.5 | Applications PLANE: EXTERIOR

6.6 | Applications PLANE: INTERIOR

6.7 | Applications