Boarding Pass Designs

Oro Process Book

LISA FISCHER [email protected] lisasuefischer.com 908.723.4511 RESEARCH

> BRAND OVERVIEW > SEVILLE ON A MAP

• REGIONAL AIRLINE based out of Seville, Spain • MODERN meets CULTURE

> SEVILLE HIGHLIGHTS

• The Giralda ( Bell tower in cathedral) • Flamenco (Traditional dance style) • Soccer (Most popular sport) • La Feria de Abril (April traditional fair) • Semana Santa (Holy week) • Tapas (small food samplers) • Warm / Sunny • Mudejar Style art and architecture • Las Setas (Modern city building) • Royal Alcazar (Royal Castle) • Tore de Oro (Gold Tower) • Plaza de Espana (Iconic plaza)

RESEARCH | BRAND IDENTITY | LISA FISCHER 02 > MUDEJAR ART + ARCHITECTURE

• Can be found all over Seville • Important for incorporation into airline visual identity • Mix of Muslim, Christian, Jewish religions influences • Geometric • Tiles • Patterns • Zig-zags • Centuries Old

RESEARCH | BRAND IDENTITY | LISA FISCHER 03 > SEVILLE IMAGERY

RESEARCH | BRAND IDENTITY | LISA FISCHER 04 > MODERN AIRLINE IMAGERY

RESEARCH | BRAND IDENTITY | LISA FISCHER 05 > MOOD BOARD

RESEARCH | BRAND IDENTITY | LISA FISCHER 06 > AIRLINE COMPETITION

CURRENT SPANISH AIRLINES

• Air Europa • Vueling • Audeli Air • Wamos Air • AlbaStar • Wondair • Calima Aviación • Air Nostrum • Gestair Cargo • Helitt Líneas Aéreas • Iberia • Islas Airways • Mayoral Executive Jet • NAYSA • Volotea • Plaza Servicios Aéreos

SIMILARLY POSITIONED REGIONAL AIRLINES

• Air Nostrum_Spain • Helitt Líneas Aéreas_Spain • Islas Airways_Spain • NAYSA_Spain • Plaza Servicios Aéreos_Spain • Portugália_Portugal

> TARGET AUDIENCE

• businessmen • middle-upper class American tourists • Spanairds • Europeans

RESEARCH | BRAND IDENTITY | LISA FISCHER 07 COMMUNICATION STRATEGY

> MISSION STATEMENT

To fuse the cultural charm of Seville, + Spain with a cutting edge flying experience.

> VISION STATEMENT

To be the first choice airline, among all + travelers flying in and out of Seville, Spain.

COMMUNICATION STRATEGY | BRAND IDENTITY | LISA FISCHER 07 > AIRLINE DIFFERENTIATION cultural charm cutting +edge TAPA SAMPLERS given to passengers on every flight

LIVE SOCCER UPDATES on all of the TV screens SPACIOUS & MODERN SEATING on every flight IN-FLIGHT ‘DISCOVER SEVILLE’ MAGAZINE HIGH DEFINITION TVS highlighting the city’s culture and attached to every seat on flight surrounding places in Andulucia MOBILE BOARDING TICKETS to discover. Would come in print with opportunity to check in online and digital version for download on every flight ORDER FOOD FROM IPAD flight attendants come around with iPads

CHARGING OUTLETS on every flight

COMMUNICATION STRATEGY | BRAND IDENTITY | LISA FISCHER 08 > THE MARKETING MIX PRODUCT PLACE

SERVICES BASED IN SEVILLE, SPAIN + (ticket, bags, flight attendant, check-in, web page, app) + (San Pablo Airport - SVQ) EXTRAS TRIPS TO/FROM: + (free tapa samplers in flight, travel kits, etc.) + WITHIN SPAIN & EUROPE LOYALTY REWARDS (First airline carrier to go to USA from Sevilla Airport) + (miles club, loyalty club) PRICE PROMOTION

MID-HIGH PRICING WEBSITE/APP/DIGITAL + (Targeted at businessmen, middle-upper class + American tourists, Spaniards & Europeans} ENVIRONMENTAL ADS + (Outdoor billboards, inside airports, subways etc.) + TICKET OPTIONS _first class _premium economy + PROMO MERCHANDISE _business class _economy class + PAID ADVERTISING

COMMUNICATION STRATEGY | BRAND IDENTITY | LISA FISCHER 09 > AIRLINE NAME BRAINSTORM

BRAND DESCRIPTION WORDS SEVILLE RELATED

• Cultural • Comfortable • Giralda | bell tower • Mudejar Style art and architecture • Contemporary • Aerodynamic • Flamenco | dance • Las Setas | mushrooms • Modern • Sleek • Futbol | Soccer • Royal Alcazar | Midevil castle • Style • Dependable • La Feria de Abril | april fair • Plaza de Espana • Trendy • Trustworthy • Semana Santa | holy week • Alfalfa • Fun • Spanish • Tapas | small bites • Caseta • Calor + Sol | hot and sunny • Sevici

SPANISH WORDS

COMMUNICATION STRATEGY | BRAND IDENTITY | LISA FISCHER 10 > AIRLINE NAME BRAINSTORM

FINAL NAME CHOICE ORO • Short, simple, easy to remember for people of all nationalities and cultures • visually: symmetrical name matches geometry + symmetry of arabesque art and architecture • English meaning = gold • Connection to Seville: Torre del Oro (English: “Gold Tower”) is a dodecagonal military watchtower in Seville, southern Spain, built by the Almohad dynas- ty in order to control access to Seville through the Guadalquivir river. • Constructed in the first third of the 3th1 century, the tower served as a prison during the Middle Ages. Its name comes from the golden shine it projected on the river, due to its building materials (a mixture of mortar, lime and pressed hay).

COMMUNICATION STRATEGY | BRAND IDENTITY | LISA FISCHER 11 > DELIVERABLE IDEAS

PACKAGING

• coffee cup • Discover Seville magazine • napkin • Uniforms • water • loyalty card • headphones • Tapas meal box in geometric shaped box: man- • airplane ticket inside envelope * chego cheese, ham, picos, nuts, olives, sauce, • luggage tag drink

DIGITAL • iPad Discover Seville magazine • airline website * • iPad tapas + drinks menu • airline app * • boarding ticket * • in-flight entertainment iPad app

ENVIRONMENTAL • Airplane * • Advertisements • Check-in area + kiosks • Airport signs *

* denotes what was actually delivered in the end from brainstorm ideas above

COMMUNICATION STRATEGY | BRAND IDENTITY | LISA FISCHER 12 DESIGN PROCESS

> LOGO SKETCHES

My goal with the logo was to communicate the rich culture and history of Seville in a way that was modern but also represen- tative of an airline. There- fore, I took inspiration from the Arabasque architecture and art throughout the city because the concept of geometry and shapes could be imple- mented in an extremely modern way. In addition, the geometric shapes as an abstract form could represent a compass, wings, an airplane wing or engine, etc.

DESIGN PROCESS | BRAND IDENTITY | LISA FISCHER 13 > DIGITAL LOGO EXPLORATION

I started off digitally with the idea of incorporating Geometry and the Arabasque styles into the logo. However, they did not look modern enough and still felt too literal to Se- ville’s art. In addition, they lacked a relationship with flying. Therefore, I continued the logo exploration process

DESIGN PROCESS | BRAND IDENTITY | LISA FISCHER 14 > DIGITAL LOGO EXPLORATION

The second batch of logo exploration designs cer- tainly are closer to what I was aiming for. The geometric Arabesque styles are more abstracted and the idea of movement and dynamicity (attributed of airplanes and flying) are also being explored.

DESIGN PROCESS | BRAND IDENTITY | LISA FISCHER 15 > DIGITAL LOGO EXPLORATION

In this last round of logos I aimed to avoid the cli- che Arabesque geometric shapes and patterns and instead try to explore new options. While many are playful and not quite what I was going for, I did come up with one logo (the one in the box) that stood out so I moved on to exploring just that one.

DESIGN PROCESS | BRAND IDENTITY | LISA FISCHER 16 > BLACK + WHITE LOGO

When I saw that this logo had potential, the first thing I did was test it in all black, since I designed it using gradients. It looked very sharp in all black proving to me that the logo would be a good choice and easily reproducible.

This logo perfectly solves my visual communication goal with Oro. First, it conveys the geometry of Seville’s art and architecture in an unnoticeable, yet, recognizable way. Secondly, the negative space made it unique and forward thinking, something important for the cutting edge brand. In addition, the sharp edges of the logo give it a sleek-modern feel and resemble the shape of airplane wings.

Lastly and most importantly, Oro is a brand that provides flights in all directions straight out of Se- ville. When I look at this logo I see Seville in the center square as that main base and the arrows reaching out to all the other destinations.

DESIGN PROCESS | BRAND IDENTITY | LISA FISCHER 17 > COLOR EXPLORATION

After determining that this was the right symbol in black and white, it was time to test out color. I knew I wanted to incorporate gold because of the name, ORO, and that I wanted the gold to really stand out. Therefore, if I did use another color it would be an accent color I explored adding different shades red and blue: Red to symbolize Spain’s other color and blue because many of Seville’s famous churches and old buildings area golden color and blend beautifully with the bright blue sky - especially at night when the sky becomes a deep blue.

DESIGN PROCESS | BRAND IDENTITY | LISA FISCHER 18 > LOGO VARIATIONS

I experimented with several color variations and made the final decision that the logo and message was stronger with gold only. However, the added shades of gold and brown help the logo to pop and ome off as more confident. Plus it allowed for a great opportunity to create a more dynamic branding system but incorporating more than one color. The logos below are the different variations that can be used throughout the branding system.

DESIGN PROCESS | BRAND IDENTITY | LISA FISCHER 19 > COLOR SWATCHES

PMS = 7407 C MAIN CMYK = 27, 38, 100, 3 COLOR RGB = 188, 150, 46 HEX = bc962e

SECONDARY PMS = 7549 C COLOR CMYK = 0, 22, 99, 0 RGB = 255, 200, 15 HEX = ffc70e

SUPPORTING PMS = 7550 C COLOR CMYK =11, 29, 99, 0 RGB = 229, 179, 36 HEX = e4b224

SUPPORTING PMS = 7553 C COLOR CMYK = 43, 51, 99, 25 RGB = 127, 101, 40 HEX = 7f6528

DESIGN PROCESS | BRAND IDENTITY | LISA FISCHER 20 > TYPE STUDIES

I started off with several variations of lowercase letters for ORO. As I continued to try different typefaces, I decided that lowercase did not feel confident enough and that people want to feel like they can trust an airline brand from the start. Therefore, I made an executive decision to use uppercase. I wasn’t fully sure what the type should look like when I started testing different typefaces so I really had to ex- periment. Some of the typefaces I even made myself or created ligatures.

DESIGN PROCESS | BRAND IDENTITY | LISA FISCHER 21 > TYPE STUDIES

I narrowed down my type options to uppercase. I wanted ORO to feel modern, represent the geometry of the Brand’s theme, seem confident and unique. The final logotype was selected because the modification by connecting the O and R made it unique and not just another plain typeface. In addition, the sharp angles on the R visually go well with the geometric angles in the logo while symbolically communicating the dynamic and contemporary aspects of the brand.

LOGO TYPEFACE SELECTED: modified nexa light ABCDEFGHIJKLMNOPQRSTUVWXYZ Abcdefghijklmnopqrstuvwxyz 1 2 3 4 5 6 7 8 9 0¬;:”<>

DESIGN PROCESS | BRAND IDENTITY | LISA FISCHER 22 > FINAL LOGO

DESIGN PROCESS | BRAND IDENTITY | LISA FISCHER 23 > BOARDING PASS DESIGNS

Designing a boarding pass takes a lot more thought than most Boarding pass sketch may realize. Before any imagery or color considerations, typo- graphic elements, such as hierarchy and font weight, became crucial to address. In order to create a well-designed boarding pass that reflected the modern sleek feel of Oro, I studied several passes I could find online to determine what information was crucial and what was the best way of formatting it. It took several tries but as the design developed I ended up with four consistent and neat passes (one pass for each seating class). 03

To ensure that the design was as neat as possible, I omitted any unnecessary information, carefully used guides and grids, con- ducted a type test, and used the golden ratio for determining type size.

Boarding pass design in process. Focusing on typographical elements before color and other design elements.

FINAL DESIGNS | BRAND IDENTITY | LISA FISCHER 24 > BOARDING PASS + BRAND TYPE TEST

Since the boarding pass was the first thing I designed other than the logo, it was time that I did a second type test to determine the brand’s main typeface that I could use throughout the rest of my designs. I wanted something legi- ble, sleek, geometric, and clean to go with the brand personality. As I looked at various typefaces only in uppercase forms, Gotham immediately stuck out to me. I tried it in paragraph form and knew right away its variety of weights and clean crisp glyph forms would be make it the perfect typeface to use throughout the entire branding system.

TYPEFACE SELECTED:

GOTHAM Light, Regular, Medium, Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ Abcdefghijklmnopqrstuvwxyz 1 2 3 4 5 6 7 8 9 0¬;:”<>

FINAL DESIGNS | BRAND IDENTITY | LISA FISCHER 25 > BOARDING PASS DESIGN

Once I had a typeface established and the front of the pass laid out, I was ready to add a design and start thinking of how to design the backof te pass. I color coded each pass by class (first, premium, economy, business. While I liked the idea of col- or coding, I struggled at first to connect the modern looking pass with the culture of Seville and only focused on visual brand Final Boarding Pass Front Design elements. Below are some of the early drafts

FINAL DESIGNS | BRAND IDENTITY | LISA FISCHER 26 > BOARDING PASS DESIGN

While the pases did not feel like they were visually communicating well, they did give me a great idea I ended up using. I realized I could turn the yellow part into a pocket sleeve and have a triangle cut line up with the logo on the ticket that would be sticking out of the sleeve. Instead of yellow, I could assign a different Seville attraction to each class ticket to bring in the Seville aspect of the brand.

Ticket in pocket sleeve

Inspiration for pocket sleeve

FINAL DESIGNS | BRAND IDENTITY | LISA FISCHER 27 > FINAL BOARDING PASS DESIGN

FINAL DESIGNS | BRAND IDENTITY | LISA FISCHER 28 > MOBILE APP DESIGN

Originally I just planned on making a mobile boarding pass. However I decided to create an app because of what I could do with the logo as a navigation feature. The idea came to me when I was explaining to someone the concept behind my logo and how it represents a central hub (Seville Airport) that ex- pands out in all direction to access other places. Then I realized that an app navigation feature would have the same function and this was the perfect opportunity to explore the idea.

FINAL DESIGNS | BRAND IDENTITY | LISA FISCHER 29 > MOBILE APP

FINAL DESIGNS | BRAND IDENTITY | LISA FISCHER 30 FINAL DESIGNS

> LOGO

FINAL DESIGNS | BRAND IDENTITY | LISA FISCHER 31 > AIRPLANE

FINAL DESIGNS | BRAND IDENTITY | LISA FISCHER 32 > FLIGHT ATTENDENT APPAREL + ENVIRONMENTAL GRAPHIC

FINAL DESIGNS | BRAND IDENTITY | LISA FISCHER 33 > BOARDING PASSES

FINAL DESIGNS | BRAND IDENTITY | LISA FISCHER 34 > WEBPAGE

FINAL DESIGNS | BRAND IDENTITY | LISA FISCHER 35 > WEBPAGE

FINAL DESIGNS | BRAND IDENTITY | LISA FISCHER 36 > MOBILE APP

FINAL DESIGNS | BRAND IDENTITY | LISA FISCHER 37 > MOBILE BOARDING PASS

FINAL DESIGNS | BRAND IDENTITY | LISA FISCHER 38 > MOBILE APP

FINAL DESIGNS | BRAND IDENTITY | LISA FISCHER 39