Oneworld Brand Guide May 2012 Oneworld Brand Guidelines / 2 Reference: Building on the Oneworld Asset, Ogb and Omd Guiding Principle Initiatives, June 2008

oneworld brand guide May 2012 oneworld brand guidelines / 2 Reference: Building on the oneworld asset, oGB and oMD Guiding principle initiatives, June 2008

“one world is a brand attribute of each member’s own brand and must be included in a meaningful and consistent manner at all touch points in the customer journey.” Basic elements / 3 The keyline surrounding the oneworld logo is always present Logo variations even on light colour backgrounds—resulting in only one version of artwork for light and dark backgrounds. Keyline width is twice the width of the letter “l” in oneworld logo. Please contact the oneworld Brand Manager, details on last page of this document, if you require advice on how to reproduce the logo on special ﬁ nishes or merchandise items.

Full colour logo Gray scale logo 0% (for high resolution (when full colour printing and printing is not on-screen) available)

15%

ow_cmy.eps on white background ow_cmy.eps on oneworld horizon blue ow_gr.eps on white background ow_gr.eps on black background 30% colour background

Solid colour logo Solid black logo 60% (for low resolution (for low resolution printing such as silk printing such as fax, screen) when full colour is not available)

100%

ow_cmy_solid.eps on white background ow_cmy_solid.eps on oneworld horizon ow_k_solid.eps on white background ow_k_solid.eps on black background blue colour background Basic elements / 4 In general, the clear space around the oneworld logo should Clear space be a minimum of a 1/2 sphere diameter. In order for the oneworld logo to be used more consistently in media with restricted space or where reproduction quality cannot be assured, the clear space around the logo may be decreased to a quarter sphere.

Half sphere clear space Quarter sphere clear space

0.5A A 0.5A 0.5A A 0.5A 0.25A A 0.25A 0.25A A 0.25A Basic elements / 5 In general, the minimum logo size for print media is 8 mm, and Minimum logo size for on-screen media it is 35 pix. However, there are two exceptions to the rules.

General Rule Exception 1: Frequent ﬂ yer card applications.

The logo can be used as small as 7 mm wide on frequent ﬂ yer card.

8mm 35px for print on-screen 7mm

Exception 2: ‘Icon’ use on web browser, airline booking engine, desktop and mobile applications.

The logo may be used at below minimum size as an icon in situations where the brand name and logo are clearly legible on the same page. For example, on a web browser or within airlines’ booking engines. Basic elements / 6 When legibility of the logo cannot be guaranteed at minimum Type only treatment size (e.g. small banner ads, on-screen applications, print applications such as onboard napkins), it may be replaced by a type only version of the oneworld brand name, either as ‘oneworld’ or ‘oneworld member’, using the guidelines below.

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oneworld member

For the type only Minimum size for treatment, always type only use the typeface treatment is 40 px shown on the right, wide. and the colour should always be one one oneworld horizon world world blue. oneworld member

‘one’ should be The rest shoule be 40 px wide written in Helvetica written in Helvetica on-screen Neue 85 Heavy Neue 45 Light

oneworld horizon blue pantone 2735 cmyk = 95, 89, 0, 0 rgb = 18, 12, 128 hexadecimal = #120C80 ral 5002 Basic elements / 7 Typography

corporate typeface body text Helvetica Neue font family is the oneworld corporate typeface. When representing the oneworld name in body text, the following style It is used for oneworld multilateral communications. should be used: Use the following weights only: All lower case, never capitalized and no word space. ‘one’ to be Helvetica Neue 35 Thin set bold, and ‘world’ to be set regular/roman of member airlines’ ABCDEFGHIJKLMNOPQRSTUVWXYZ corporate typefaces. abcdefghijklmnopqrstuvwxyz The ® reference should only be used with the oneworld name the ﬁ rst 1234567890 time it appears within a communication piece. However, the ® is not Helvetica Neue 45 Light to be used in any headlines or sub-headings, only body text. ABCDEFGHIJKLMNOPQRSTUVWXYZ Where oneworld appears in a bold headline or subheading ‘world’ abcdefghijklmnopqrstuvwxyz should appear in the lighter weight. 1234567890 When oneworld.com is stated the ‘one’ is no longer emboldened. Helvetica Neue 55 Roman For general use, use all lower case ‘the oneworld alliance’. For formal ABCDEFGHIJKLMNOPQRSTUVWXYZ and legal documents, use upper and lower case ‘The oneworld Alliance’. abcdefghijklmnopqrstuvwxyz 1234567890 Acceptable: oneworld, oneworld®, oneworld Helvetica Neue 75 Bold Unacceptable: oneworld, oneworld®, One World, ONEWORLD, ABCDEFGHIJKLMNOPQRSTUVWXYZ ONE WORLD and OneWorld abcdefghijklmnopqrstuvwxyz 1234567890 If Helvetica Neue is unavailable Arial may be substituted for on-screen usage. Basic elements / 8 Colour

white (primary) Use large areas of white for strong visual effect.

Because of the tendency of gradations to appear ‘banded’ when optimised for small ﬁ le sizes, it is not recommended for use in on-screen applications.

oneworld horizon blue (primary) 20% pantone 2735 rgb = 208, 206, 230 cmyk = 95, 89, 0, 0 hexadecimal = #D0CEE6 rgb = 18, 12, 128 web-safe hexadecimal = #CCCCFF hexadecimal = #120C80 ral 5002 40% rgb = 160, 158, 204 hexadecimal = #A09ECC web-safe hexadecimal = #9999CC

60% rgb = 113, 109, 179 hexadecimal = #716DB3 web-safe hexadecimal = #666699

light blue (secondary) 80% pantone 298 rgb = 65, 61, 153 cmyk = 70, 0, 0, 0 hexadecimal = #413D99 rgb = 0, 192, 243 web-safe hexadecimal = #666699 hexadecimal = #00C0F3

100% rgb = 18, 12, 128 hexadecimal = #120C80 web-safe hexadecimal = #000066 Basic elements / 9 Because our member airlines’ frequent fl yer programmes have Frequent fl yer different names for their various membership tiers, we have gemstones created a set of common oneworld status levels: oneworld Emerald, Sapphire and Ruby. These are represented by gemstones that appear where the customer has access to benefi ts and services appropriate to their tier level, for example at airport lounge entrances or on their own airline’s frequent fl y e r c a r d .

No type is permitted Clear space for within the gemstone gemstones should and no attempt be a minimum of a should be made to 1/2 sphere modify diameter. the design in any manner.

emerald sapphire ruby pantone 347 pantone 285 pantone 192 cmyk = 100,0,100,0 cmyk = 100,50,0,0 cmyk = 0,100,68,0 rgb = 0,150,90 rgb = 0,115,180 rgb = 228,0,60

0.5A A 0.5A 0.5A A 0.5A Minimum size for frequent ﬂ yer card applications. gemstones on white gemstones on oneworld background horizon blue colour background

7mm Basic elements / 10 Adding the ‘member line’ to advertising and communications Member line materials should form part of the transition plan for a new oneworld carrier. It may also be used when a carrier enters a market where oneworld is not well known. Following an establishment period in the alliance, or in a new market, member airlines should use the sphere alone and no longer incorporate the ‘member line’.

member of of

2B B 0.5A A0.5A

member me

B 2B 0.5A A 0.5A Basic elements / 11 The following examples show the various ways of arranging All versions of the member airline logo stacks are available as Logo stack the oneworld logo with the member airline logos on multilateral complete artwork fi les on www.oneworldbrand.com. They communications. The standard stack is in alphabetical order, must not be modifi ed in any way. however when in a home market always use the home carrier fi rst, followed by the rest of the logos in alphabetical order. Please note: effective 20 March, 2012 the logo stacks have changed. Please make sure to download the latest logo stack artwork from the link above.

2 line landscape (centred) alphabetical

2 column portrait home carrier 2 line landscape (ranged left) alphabetical

1 column portrait alphabetical

2 line landscape (ranged right) alphabetical

3 line landscape (centered) 3 line landscape (ranged left) home carrier alphabetical Basic elements / 12 Artwork ﬁ le name directory

File Type Logo Size File Name File Type Logo Size File Name full colour pantone colour (for high resolution printing such as professional offset) gray scale (when colour is not available) Illustrator eps vector ow_pms.eps Illustrator eps vector ow_gr.eps gif large (1000 px) ow_gr_lg.gif four colour cmyk (for high resolution printing such as professional offset) gif medium (300 px) ow_gr_md.gif Illustrator eps vector ow_cmy.eps gif small (45 px) ow_gr_sm.gif jpg large (1000 px) ow_gr_lg.jpg rgb (on-screen) jpg medium (300 px) ow_gr_md.jpg Illustrator eps vector ow_rgb.eps jpg small (45 px) ow_gr_sm.jpg gif large (1000 px) ow_rgb_lg.gif png large (1000 px) ow_gr_lg.png gif medium (300 px) ow_rgb_md.gif png medium (300 px) ow_gr_md.png gif small (45 px) ow_rgb_sm.gif png small (45 px) ow_gr_sm.png jpg large (1000 px) ow_rgb_lg.jpg jpg medium (300 px) ow_rgb_md.jpg jpg small (45 px) ow_rgb_sm.jpg solid black (for low resolution printing such as fax or etching, when colour is not available) png large (1000 px) ow_rgb_lg.png Illustrator eps vector ow_k.eps png medium (300 px) ow_rgb_md.png gif large (1000 px) ow_k_lg.gif png small (45 px) ow_rgb_sm.png gif medium (300 px) ow_k_md.gif gif small (45 px) ow_k_sm.gif jpg large (1000 px) ow_k_lg.jpg solid colour (for low resolution printing such as silk screen) jpg medium (300 px) ow_k_md.jpg Illustrator eps vector ow_pms_solid.eps jpg small (45 px) ow_k_sm.jpg Illustrator eps vector ow_cmy_solid.eps png large (1000 px) ow_k_lg.png png medium (300 px) ow_k_md.png png small (45 px) ow_k_sm.png Logo size relationship / 13 The communications relationship should be used in: Communications 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 A centre 167% of A

centre 225% of A A centre 167% of A A

A centre 167% of A A centre 175% of A

A centre 80% of A

A centre 167% of A A centre 200% of A

centre 250% of A A centre 100% of A A Logo size relationship / 14 Communications

A centre 167% of A

A centre 167% of A Logo size relationship / 15 Communications

A center 125% of A B center 167% of B

A center 125% of A C center 85% of C

A center 125% of A Logo size relationship / 16 Communications

centre 225% of B B

B centre 225% of B

centre 225% of B B

m centre 200% of m Logo size relationship / 17 Communications

A centre 167% of A A centre 167% of A

A A centre 167% of A centre 167% of A

centre 167% of A Logo size relationship / 18 Communications

( JLU[YL VM( Logo size relationship / 19 Communications

D centre 175% of A A centre 300% of D

D B centre 95% of B centre 300% of D

D A centre 175% of A centre 300% of D

C centre 210% of C

centre 300% of D D Logo size relationship / 20 Communications

A centre 80% of A

For 10mm and below

B centre 100% of B

The diameter of the oneworld logo should always be 80% that of the JAL brand symbol for sizes above 10mm. If the diameter of the JAL brand symbol is 10mm or less, the ratio should be 1:1 Logo size relationship / 21 Communications

A centre 167% of A

A centre 167% of A Logo size relationship / 22 Communications

A centre 200% of A

B centre 70% of B Logo size relationship / 23 Communications

centre 250% of A

centre 250% of A A

centre 250% of A A Logo size relationship / 24 Communications

A centre 100% of A A centre 100% of A

A centre 100% of A

A centre 100% of A Logo size relationship / 25 The signage relationship should be used in: kerbside signs, Signage 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.

Primary airline logos sized relative to each other, for co-location applications. A centre 143% of A A centre 143% of A

centre 200% of A A centre 125% of A A

A centre 143% of A A centre 143% of A

A centre 80% of A

A centre 143% of A A centre 167% of A

centre 200% of A A centre 83% of A A Logo size relationship / 26 Signage

A centre 143% of A

A centre 143% of A Logo size relationship / 27 Signage

A center 110% of A C center 67% of C

B center 143% of B C center 67% of C

B center 143% of B C center 67% of C B Logo size relationship / 28 Signage

centre 200% of A A

A centre 200% of A

centre 200% of A A

A centre 200% of A Logo size relationship / 29 Signage

A centre 125% of A

A A

centre 125% of A centre 125% of A

centre 125% of A Logo size relationship / 30 Signage

A centre 143% of A Logo size relationship / 31 Signage

centre 143% of A A centre 250% of D

centre 250% of D B centre 50% of B

centre 250% of D A centre 143% of A

C centre 250% of D centre 170% of C

centre 250% of D D Logo size relationship / 32 Signage

A centre 80% of A Logo size relationship / 33 Signage

A centre 143% of A

A centre 143% of A Logo size relationship / 34 Signage

A centre 167% of A

40% of B align Logo size relationship / 35 Signage

centre 200% of A

A centre 200% of A

centre 200% of A A Logo size relationship / 36 Signage

A centre 83% of A

A centre 83% of A Logo placement / 37 There are three options when placing the oneworld logo Decision guide 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.

1. Lock-to-line 2. Lock-to-line vertical 3. Lock-to-frame This is the preferred method and should be used When it is not possible to use option 1, for example on extreme When it is not possible to use option 1, and in certain signage applications, it may be wherever possible. vertical formats, it may be necessary to lock to a vertical line. 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.

Note: if your airline chooses not to use 123 lock-to-line vertical, simply eliminate this 1 option when A A centre 200% of A centre 200% of A incorporating into A 200% of A your guidelines.

For the decision guide examples we align have used the signage size relationship.

centre

1/2 orb

1/2 orb Logo placement / 38 The oneworld logo must be included in core customer Lock-to-line explained communications wherever the airline master brand is featured (products, services, signage, sub-brands, business units etc), unless executionally impossible or if it compromises the airline brand. Lock-to-line is the preferred placement method, and should be used wherever possible. For alternate placement consult the logo placement decision guide or your Design Group representative.

Size oneworld logo relative to carrier logo per the 1 1 size oneworld relative to airline logo centre 225% of A appropriate size A 2 centre on airline logo relationship guide. 3 In this case we position any distance to left or right of airline logo, have used the respecting clear spaces communications variable variable size relationship guide.

oneworld logo can be positioned any distance left 2 centre on airline logo or right of the airline logo, provided it is centred on the airline logo, and minimum clear spaces are respected. 3 3

British Airways advertisement LAN advertisement Royal Jordanian stationery Logo placement / 39 The oneworld logo must be included in core customer Lock-to-line vertical communications wherever the airline master brand is featured explained (products, services, signage, sub-brands, business units etc), unless executionally impossible or if it compromises the airline brand. When it is not possible to use lock-to-line, for example on extreme vertical formats, it may be necessary to lock to a vertical line.

Size oneworld logo align relative to carrier 2 logo per the appropriate size relationship guide. 1 A In this case we have centre 200% of A used the signage size relationship guide.

oneworld logo can be positioned any distance above or below the airline logo, provided it is 1 size oneworld relative to airline logo aligned with the 2 align with airline logo airline logo. For variable 3 alignment rules, position any distance above or below airline logo, respecting clear spaces consult your 3 Design Group representative. Logo placement / 40 The oneworld logo must be included in core customer When it is not possible to use lock-to-line, and in certain Lock-to-frame explained communications wherever the airline master brand is featured signage applications, it may be necessary to use a lock-to- (products, services, signage, sub-brands, business units etc), frame position. In this scenario, you size the oneworld logo unless executionally impossible or if it compromises the relative to the airline logo and position in the lower right corner airline brand. as shown. In co-located signs, care must be taken to ensure consistent size and position of the oneworld logo.

Size oneworld logo relative to carrier logo per the appropriate size relationship guide. 1 centre 200% of A 1 size oneworld relative to airline logo In this case we have A 2 position in lower right corner, respecting clear space used the signage size relationship guide.

oneworld logo should be positioned in the lower right corner, in a ﬁ xed position, 1/2 orb from the edge.

1/2 orb

1/2 orb Customer journey / 41 The oneworld logo must be included in core customer On in-ﬂ ight magazines oneworld logo will be present, but not Touchpoints communications at all touchpoints throughout the customer necessarily on the front cover, but instead where it makes journey wherever the airline master brand is featured (products, most sense. services, signage, sub-brands, business units). Please refer to the oneworld Delivery Requirements Document The logo may only be omitted on an exceptional basis if it is for full brand compliance requirements (Appendix 7–oneworld executionally impossible or if it compromises the carrier brand. Brand Usage Guidelines). On premium cabin brand materials (e.g. BA First menus) the oneworld logo will only feature if the airline master brand is present. In signage, it will be present everywhere for premium cabin brands (e.g. check-in monitor screens).

awareness booking preflight in flight transfer arrivals staying Making an introduction Starting/continuing Supportive Comfort and care Guidance Guidance connected and stand out the relationship atmosphere Recognition and reward

Advertising Websites Hero airport/building sign Aircraft livery Connection sign Crew badges New service comms, both image and tactical Timetable Kerbside signs Announcements Transfer desk Customer service desk including digital (print, radio, outdoor, City ticket office Announcements Crew badges Transfer bus Baggage services Newsletter including digital web banners, Airport ticket office Check in desk Entertainment (IFE Baggage re-check FFP cards and comms video, TV, small space Email confirmation Self-service check in kiosk welcome screen) advertising) Staff badges Meal (napkin, coaster, tray) Direct mail, Ticket (paper & electronic) Comfort items (toiletry kit, including digital Ticket wallet headrest covers) Promotions Boarding pass Magazines Merchandise Gate monitors (in flight, shopping, Websites (airline) Transfer wallet entertainment) FFP card and comms Luggage tag Stationery (letter, fax, FFP top tier luggage tag envelope, business card) Priority bag tag Airline correspondence Lounge entrance and newsletters, including digital Press and advertorials Annual report Customer journey / 42 Business units or cost centres that do not involve the Please refer to the oneworld Delivery Requirements Document Not required/optional oneworld core customer are not required to incorporate the for full brand compliance requirements (Appendix 7–oneworld oneworld brand. Brand Usage Guidelines). If airlines do see an opportunity to include the oneworld logo in any of the following situations, then the logo may be included on an optional basis, although it is not a brand compliance requirement.

Sponsorships, although carriers who see an opportunity are free to include oneworld Corporate travel brands e.g. BA On Business, AA Business Extra, AAirpass, Qantas QBT Incentive travel programmes – agent or corporate Vacations and fare product /travel products including ﬂ ights Third party outsourced products – e.g. Credit cards with third party Travel agencies Cargo Engineering Recruitment Training and conference centres Catering and ground handling services Financial services and pensions schemes Procurement and internal cost management systems (e.g. BA2BUY) Investor Relations Private jets Ancillary services that may be operated by third party: insurance, car hire, parking, currency exchange, medical services Airline brand special interest /heritage – BA Archives and Museum for example Safety and security Customer journey / 43 Please refer to the oneworld Delivery Requirements - At 3rd party managed facilities: (i.e. where the airline Signage requirements Document (DRD) for full brand compliance requirements does not have its own staff present at the location) the logo (Appendix 7–oneworld Brand Usage Guidelines). stack panel is not required, however the oneworld logo Please note the following guidelines for use of the oneworld must be featured alongside the airline masterbrand logo. logo stack panel: - At Category C airports: (i.e. non strategic airports as - At 3rd party handled facilities: (i.e. airline managed/ deﬁ ned in DRD Appendix 16) only the oneworld logo is handled by a 3rd party on behalf of the airline) the branding required alongside the airline masterbrand logo, however follows the regular oneworld requirements and includes the airlines may display logo stack panels on an optional basis logo stack panel as well as the oneworld logo. where they wish to highlight alliance membership.

Departures Required Branding Elements Arrivals Required Branding Elements

Kerbside signs oneworld logo to be same size and Transfer desk oneworld logo plus logo stack panel placement in co-locations Except 3rd party managed facilities and (As permitted by airport authority) Category C airports - oneworld logo only Terminal entrance (outside) oneworld logo to be same size and Baggage re-check (if applicable) oneworld logo plus logo stack panel placement in co-locations Except 3rd party managed facilities and (As permitted by airport authority) Category C airports - oneworld logo only Ticket sales oneworld logo plus logo stack panel Baggage service ofﬁ ce oneworld logo plus logo stack panel (optional) Except 3rd party managed facilities - Except 3rd party managed facilities and oneworld logo only Category C airports - oneworld logo only Free standing signs (totems) Logo stack panel Baggage claim area /carousels oneworld logo to be same size and placement Queue signs at check in oneworld logo plus tier status lozenges in co-locations Check in (back wall) oneworld logo Check in (monitor/video) oneworld logo General Required Branding Elements Self-service check in (screen) oneworld logo to be same size and placement in Way-ﬁ nding signs oneworld logo co-locations (As permitted by airport authority) FIDS Not required Carrier only totems oneworld logo (for co-locations with available FIDS space, Carrier informational signs oneworld logo it may be reviewed on case by case basis, if all airlines agree to apply) Premium passenger lounge (Exterior) oneworld logo plus tier status lozenges Premium passenger lounge (Interior) Desktop logo stack panel Gate monitors, desk in use oneworld logo to be same size and placement in co-locations (As permitted by airport authority) Gate monitors, desk NOT in use oneworld logo to be same size and placement in co-locations (As permitted by airport authority) Airside customer service desk oneworld logo plus logo stack panel Except 3rd party managed facilities and Category C airports – oneworld logo only Customer journey – awareness / 44 Example: print ad

1. Select logo from the communications A centre 125% of A B centre 167% of B size relationship

guide. A centre 125% of A C centre 85% of C

A centre 125% of A

2. Determine most appropriate

position guide for A centre 167% of A A centre 167% of A A centre 167% of A your application. align Remember that lock-to-line is the centre preferred placement method, and should be used wherever 1/2 orb 1/2 orb possible.

3. Position oneworld logo relative to airline logo per position guide instructions. Customer journey – awareness / 45 Example: stationery

1. Select logo from the communications

size relationship A centre 167% of A A centre 167%

guide. Cathay Pacific Airways Limited Marketing Department 8/F, North Tower A A centre 167% of A centre 167% Cathay Pacific City, 8 Scenic Road Hong Kong International Airport Lantau, Hong Kong Telephone: (852) 2747 5000 Fax: (852) 2141 5000 A www.cathaypacific.com

centre 167% of A

2. Determine most appropriate A center 167% of A position guide for A center 167% of A A center 167% of A your application. align Remember that lock-to-line is the center preferred placement method, and should be used wherever 1/2 orb 1/2 orb possible.

3. Position oneworld logo relative to airline Telephone: Reservations: (852) 2747 0000 Ticketing: (852) 2747 1000 Markeitng & Sales: (852) 2747 2000 Marketing Communications: (852) 2747 3000 logo per position Management Office: (852) 2747 4000 Financial Services: (852) 2747 5000 Staff & Administration: (852) 2747 6000 guide instructions. Registered office: 35th Floor, Two Pacific Place, 88 Queensway, Hong Kong Customer journey – booking / 46 Example: web site

1. Select logo from the

communications A centre 167% of A size relationship guide.

A centre 167% of A

2. Use the lock-to-line 1 A centre 167% of A position guide to

determine variable variable placement. All web site home pages should feature the 2 center on airline logo oneworld logo in the lock-to-line positioning.

3 3

3. oneworld logo should not be used smaller than 35 pixels wide. Customer journey – preﬂ ight / 47 Special care should be taken at all co-locations to ensure Kerbside signs – airline logos are visually balanced with one another, and all co-location oneworld logos are a consistent size and position. Follow the steps below to ensure proper application.

Select logos from

the signage size A centre 143% of A A centre 143% of A relationship guide.

centre 200% of A A centre 125% of A A

A centre 143% of A A centre 143% of A

A centre 80% of A

A centre 143% of A A centre 167% of A

centre 200% of A A centre 83% of A A

Scale the logos 1/2 orb 1/2 orb together so that the widest airline logo and oneworld logo pair ﬁ t within the sign width, while maintaining 1/2 orb clear space on either side.

Centre the airline and oneworld logo pairs within each panel.

Move oneworld logos so they are 1/2 orb 1/2 orb fl ush along the right side, while still respecting the 1/2 orb clear space. Move the airline logos so they are fl ush along the left side with the same 1/2 orb clear space. Customer journey – prefl ight / 48 Special care should be taken at all co-locations to ensure Terminal entrance airline logos are visually balanced with one another, and all (outside) – co-location oneworld logos are a consistent size and position. Follow the steps below to ensure proper application.

Select logos from

the signage size A centre 143% of A A centre 143% of A relationship guide.

centre 200% of A A centre 125% of A A

A centre 143% of A A centre 143% of A

A centre 80% of A

A centre 143% of A A centre 167% of A

centre 200% of A A centre 83% of A A

Scale the logos 1/2 orb 1/2 orb together so that the widest airline logo and oneworld logo pair ﬁ t within the sign width, while maintaining 1/2 orb clear space on either side.

Centre the airline and oneworld logo pairs within each panel.

Move oneworld 1/2 orb 1/2 orb logos so they are fl ush along the right side, while still respecting the 1/2 orb clear space. Move the airline logos so they are fl ush along the left side with the same 1/2 orb clear space. Customer journey – prefl ight / 49 Queue signs at check in

1. Select logo

from the signage D

centre 143% of A size relationship A centre 250% of D

guide. D

centre 250% of D B centre 50% of B

centre 250% of D A centre 143% of A

C centre 250% of D centre 170% of C

centre 250% of D D

2. Determine most appropriate

D D position guide for D centre 250% of D centre 250% of D centre 250% of D your application. Remember that align

applications using centre the tier status gemstones should

use lock-to-frame. 1/2 orb

1/2 orb

3. Position oneworld logo relative to airline logo per position guide instructions. Customer journey – preﬂ ight / 50 Check-in back wall – single carrier

1. Select logo from the signage size relationship

guide. A centre 143% of A

A centre 143% of A

2. Determine most appropriate position guide for A centre 143% of A A centre 143% of A A centre 143% of A

your application. align Remember that lock-to-line is the centre centre preferred placement method, and should 1/2 orb be used wherever 1/2 orb possible.

3. Scale the logos together so they ﬁ t comfortably within A centre 143% of A the sign, while maintaining at least 1/2 orb clear space on either side of the oneworld logo. At single carrier locations, LAN position oneworld on the left of their logo, consistent with LAN’s own brand guidelines. Customer journey – preﬂ ight / 51 Special care should be taken at all co-locations to ensure Logo stack panels (either slat system or frame and insert) at Ticketing back wall airline logos are visually balanced with one another, and all check in may be maintained in current positions until the (monitor/video) – oneworld logos are a consistent size and position. Follow the member airline is relocating or refurbishing their location. steps below to ensure proper application. co-location The examples below are intended to illustrate principles only. The incorporation of these key elements on member carrier signage may vary from location to location and may also be unique to each carrier.

Select logos from

the signage size A centre 143% of A A centre 143% of A relationship guide.

centre 200% of A A centre 125% of A A

A centre 143% of A A centre 143% of A

A centre 80% of A

A centre 143% of A A centre 167% of A

centre 200% of A A centre 83% of A A

Scale the airline logos together so that the widest 200% of A airline logo ﬁ ts A comfortably within

the monitor. 200%

Scale the oneworld logo according to the signage size relationship guide, then double size and centre within monitor.

Centre the individual airline logos within a monitor. Alternate airline and oneworld monitors along back wall. Customer journey – prefl ight / 52 The role of the oneworld logo stack panels has been Please note the following guidelines for use of the oneworld logo stack panel: Logo stack panel redefi ned for marketing/brand awareness purposes only. A - At 3rd party handled facilities: (i.e. airline managed/handled by a 3rd strong carrier/alliance relationship should be the objective at party on behalf of the airline) the branding follows the regular oneworld designs Check In and Gates – in those positions the logo stack panel requirements and includes the logo stack panel as well as the oneworld logo. is no longer a requirement. Where awareness around - At 3rd party managed facilities: (i.e. where the airline does not have its oneworld membership is important ( Ticketing, Arrivals and own staff present at the location) the logo stack panel is not required, however the logo must be featured alongside the airline masterbrand logo. Lounge) then the oneworld logo stack panel continues to be - At Category C airports: (i.e. non strategic airports as defi ned in DRD a requirement. Appendix 16) only the oneworld logo is required alongside the airline masterbrand logo, however airlines may display logo stack panels on an optional basis where they wish to highlight alliance membership.

option 1 Slat system used by BA, IB, MA, QF.

option 2 Frame with printed insert. Recommended for new installations or for airlines that already use this system.

Artwork speciﬁ cations for these will be included in the signage section of www.oneworldbrand.com Customer journey – preﬂ ight / 53 Special care should be taken at all co-locations to ensure Check in back wall – airline logos are visually balanced with one another, and all co-location oneworld logos are a consistent size and position. Follow the steps below to ensure proper application. The examples below are intended to illustrate principles only. The incorporation of these key elements on member carrier signage may vary from location to location and may also be unique to each carrier.

Select logos from

the signage size A centre 143% of A A centre 143% of A relationship guide.

centre 200% of A A centre 125% of A A

A centre 143% of A A centre 143% of A

A centre 80% of A

A centre 143% of A A centre 167% of A

centre 200% of A A centre 83% of A A

Align airline logos along baseline of type, and evenly space, allowing room between each to add a oneworld logo, sized according to the signage relationship guide. Centre the oneworld logos on the airline logotypes as a group. Scale logos as a group to ﬁ t space. Customer journey – preﬂ ight / 54 Special care should be taken at all co-locations to ensure Check in monitors airline logos are visually balanced with one another, and all oneworld logos are a consistent size and position. Follow the steps below to ensure proper application. In co-locations, or situations where carriers are in close proximity of one another, where care should be taken to ensure a consistent size and placement of the oneworld logo across all carriers.

1. Select logo from the signage size relationship guide.

A centre 143% of A

2. Determine most appropriate position guide for A centre 143% of A A centre 143% of A A centre 143% of A

your application. align Remember that lock-to-line is the centre centre preferred placement method, and should 1/2 orb be used wherever 1/2 orb possible.

3. Position oneworld logo relative to airline logo per position guide instructions.

1/2 orb

1/2 orb Customer journey – preﬂ ight / 55 Self-service check in kiosk

1. Select logo centre 200% of A from the signage A size relationship

guide. A centre 200% of A

A centre 200% of A

centre 200% of A A

A centre 200% of A

2. Determine most appropriate

A A centre 200% center 200% of A 1 position guide for A 200% of A your application. align Remember that

centre lock-to-line is the preferred placement

method, and should 2

1/2 orb

be used wherever 1/2 orb possible.

3. Position oneworld logo relative to airline logo per position guide instructions. Hello, please check in here Customer journey – preﬂ ight / 56 Way-ﬁ nding signs

1. Select logo

from the signage D

centre 143% of A size relationship A centre 250% of D

guide. D

centre 250% of D B centre 50% of B

centre 250% of D A centre 143% of A

C centre 250% of D centre 170% of C

centre 250% of D D

2. Determine most appropriate

position guide for A centre 167% of A centre 143% of A A centre 143% of A your application. In A align this instance, in

order to maximize centre the visibility of the airline logo, we have used lock-to-frame. 1/2 orb 1/2 orb

3. Position oneworld logo relative to airline logo per position guide instructions. Customer journey – preﬂ ight / 57 The examples below are intended to illustrate principles only. Premium customer The incorporation of these key elements on member carrier lounge entrance sign signage may vary from location to location and may also be unique to each carrier.

Select oneworld logo and gemstones corresponding to lounge access requirements.

Scale the logo and gemstone(s) to ﬁ t comfortably with the other elements on the sign.

Position in the lower Qantas Club right corner, maintaining 1/2 orb clear space on all side. Customer journey – preﬂ ight / 58 Premium passenger lounge desktop sign

Select most appropriate logo stack (1 or 2 column portrait) to ﬁ t the proportions of your desktop sign.

Scale the logo stack together so vertical sign square sign that it ﬁ ts within the sign, maintaining 1/2 orb clear space on all side. Customer journey – preﬂ ight / 59 Special care should be taken at all co-locations to ensure The large example shown is of a single carrier location, where Gate monitors airline logos are visually balanced with one another, and all LAN have chosen to position the oneworld logo on the left. oneworld logos are a consistent size and position. Follow the The small examples represent co-locations, or situations steps below to ensure proper application. where carriers are in close proximity of one another, where care should be taken to ensure a consistent size and placement of the oneworld logo across all carriers.

1. Select logo from Barcelona the signage size LA8013 relationship guide. in use

A centre 143% of A Jerez IBE1175 Tokyo JL006

A centre 143% of A

11:15 12:30 Barcelona Jerez LA8013 IBE1175 2. Determine most appropriate position guide for A centre 143% of A A centre 143% of A A centre 143% of A

your application. align Remember that lock-to-line is the centre centre preferred placement 21:30 Barcelona method, and should LA8013 1/2 orb

1/2 orb be used wherever Joint Operation with

possible. IBE1890 JL756

3. Scale the logos together so they ﬁ t comfortably within A centre 143% of A the logo portion of the monitor, while maintaining at least 1/2 orb clear space on all sides of the oneworld logo. Customer journey – preﬂ ight / 60 Special care should be taken at all co-locations to ensure Gate monitors airline logos are visually balanced with one another, and all oneworld logos are a consistent size and position. Follow the steps below to ensure proper application.

1. Select logo from the signage size relationship guide. not in use

A centre 143% of A

2. Determine most appropriate position guide for A centre 143% of A A centre 143% of A A centre 143% of A

your application. align Remember that lock-to-line is the centre centre preferred placement method, and should 1/2 orb be used wherever 1/2 orb possible.

3. Position oneworld logo relative to airline logo per position guide instructions.

1/2 orb

1/2 orb Customer journey – in ﬂ ight / 61 If you are unable to incorporate the oneworld logo within your Crew badge airline’s employee name badge design, your customer facing employees should wear a separate oneworld lapel pin.

1. Select logo

from the A centre 80% of A communications size relationship A centre 80% of A guide.

A centre 80% of A

For 10mm and below

B centre 100% of B

The diameter of the oneworld logo should always be 80% that of the JAL brand symbol for sizes above 10mm. If the diameter of the JAL brand symbol is 10mm or less, the ratio should be 1:1

2. Determine most appropriate

A centre 80% of A position guide for Acentre 80% of A your application. Remember that lock-to-line is the centre preferred placement method, and should 1/2 orb be used wherever 1/2 orb possible.

3. Position oneworld logo relative to airline logo per position guide instructions. Customer journey – in ﬂ ight / 62 A oneworld decal is to be applied to airline’s existing livery to Airline livery the following speciﬁ cations:

The oneworld logo should be placed as shown to the right of one forward entry door the aircraft door. oneworld logo aligns All regulatory/safety with the top of the window warning sign speciﬁ cations take precedence over corporate livery guidelines. 15cm 30cm 0.5x x

two forward entry doors Customer journey – in fl ight / 63 A standard design has been agreed for oneworld livery - The name of the operating airline, in smaller text, in a oneworld livery aircraft. This includes: standard position. - A standard livery on a white fuselage (but with the possibility - The operating airline’s standard tailfi n. (In addition to the of retaining an unpainted (aluminium fi nish) fuselage at tailfi n, the airline may also retain its own brand colour scheme operator’s option. on the underbelly, wings and engines.) - “oneworld” in large letters to be featured, with the words “member of” and the oneworld orb, with placement Full specifi cations and artwork to be obtained from the depending on design creative. oneworld Brand Manager. All fi nal livery to be approved by the oneworld Management Company. Customer journey – transfer / 64 Special care should be taken at all co-locations to ensure Transfer monitors – airline logos are visually balanced with one another, and all co-location oneworld logos are a consistent size and position. Follow the steps below to ensure proper application.

Select logos from

the signage size A centre 143% of A A centre 143% of A relationship guide.

centre 200% of A A centre 125% of A A

A centre 143% of A A centre 143% of A

A centre 80% of A

A centre 143% of A A centre 167% of A

centre 200% of A A centre 83% of A A

Scale the logos 1/2 orb 1/2 orb together so that the widest airline logo and oneworld logo pair ﬁ t within the sign width, while maintaining 1/2 orb clear space on either side.

Centre the airline and oneworld logo pairs within each panel

one Move world 1/2 orb 1/2 orb logos so they are fl ush along the right side, while still respecting the 1/2 orb clear space. Move the airline logos so they are fl ush along the left side with the same 1/2 orb clear space. Customer journey – arrivals / 65 For airline managed facilities, a logo stack panel should be Transfer desk or used. However, for third party managed facilities, only the baggage services oneworld orb should be used, in conjunction with member airline logos. At Category C airports: (i.e. non strategic airports as defi ned in DRD Appendix 16) only the oneworld logo is required alongside the airline masterbrand logo, however airlines may display logo stack panels on an optional basis where they wish to highlight alliance membership.

1. Select logo from the signage size relationship guide.

A center 110% of A C center 67% of C

B center 143% of B C center 67% of C

B center 143% of B C center 67% of C B

2. Determine most appropriate position guide for A centre 110% of A A centre 110% of A A centre 110% of A your application. align Remember that lock-to-line is the centre preferred placement method, and should 1/2 orb be used wherever 1/2 orb possible.

3. Scale the logos together so they ﬁ t comfortably within the sign, while maintaining at least 1/2 orb clear space on either side of the oneworld logo. Customer journey – arrivals / 66 Special care should be taken at all co-locations to ensure Baggage claim area / airline logos are visually balanced with one another, and all carousels oneworld logos are a consistent size and position. Follow the steps below to ensure proper application.

Select logos from the signage size A centre 143% of A A centre 143% of A relationship guide.

centre 200% of A A centre 125% of A A

A centre 143% of A A centre 143% of A

A centre 80% of A

A centre 143% of A A centre 167% of A

centre 200% of A A centre 83% of A A

Scale the logos together so that the 1/2 orb 1/2 orb widest airline logo and oneworld logo centre pair ﬁ t within the sign width, while maintaining 1/2 orb clear space on centre either side.

Centre the airline centre and oneworld logo pairs within each panel.

1. Select logo from centre 200% of A the signage size A relationship guide.

A centre 200% of A

centre 200% of A A

A centre 200% of A

2. Determine most appropriate

centre 200% of A center 200% of A 1 position guide for A 200% of A

your application. align Remember that lock-to-line is the centre preferred placement method, and should 2

be used wherever 1/2 orb possible. 1/2 orb

3. Position oneworld logo relative to airline logo per position guide instructions. Customer journey – staying connected / 68 Frequent ﬂ yer card

Rules for Frequent Flyer cards remain unchanged from previous guidelines.

Select oneworld logo and gemstones corresponding to lounge access requirements.

Scale the logo and gemstone to ﬁ t comfortably with the other elements on the card.

Position in the lower right corner, maintaining 1/2 orb clear space on all side. The oneworld logo should not be used smaller than 7 mm wide on Frequent Flyer cards. For detailed guidelines of how to apply the oneworld® logo in your own airline’s communications and signage materials, please refer to your airline corporate identity guidelines, available from your airline oneworld Design Group representative. To download any of the oneworld logo or logo stack artwork ﬁ les, please visit the oneworld asset library on www.oneworldbrand.com

For further information contact: Fiona Munn Brand Manager oneworld Management Company Inc 2 Park Avenue, Suite 1100 | New York | NY 10016 USA Phone: +1(212) 716 0712 | Fax: +1(212) 251 6870 ﬁ [email protected] May 2012