Adelaide Airport

Official Websites

• https://adelaideairport.com.au
• https://corporate.adelaideairport.com.au
• https://prebook.adelaideairport.com.au
• https://www.adelaideairport.com.au

Brand Guidelines

2015

Brand Summary

Mission

• To realise our vision, we will consistently nurture strong relationships with our stakeholders, offer a great customer experience, develop the expertise of our talented team, deliver high quality facilities and services that are regarded as best in class, safe, secure & sustainable, strive for innovative solutions and continuous improvement, and partner responsibly with our community [^1].

Core Values

• Responsible
• Efficient
• Respectful
• Open
• Friendly
• Encourage diversity
• Build relationships based on trust
• Foster great teams
• Accountable
• Authentic
• Integrity
• Exciting
• Helpful
• Responsive
• Teamwork
• Convenient
• Ease
• Accessible
• Visionary
• Leadership

Target Audience

• Airport users (travellers), domestic and international airline carriers, retailers, on-airport tenants, tourism operators, exporters and importers, freight handling agents, ground handling agents, sponsorship partners, local community, state & federal politicians, media, taxis, buses, limo drivers, staff, shareholders, AAL Board, business and employer groups, state & federal government agencies [^2].

Personality Traits

• Easy
• Seamlessness
• Connectivity
• Friendly
• Welcoming
• Visionary
• Modern
• Approachable
• Corporate
• Authentic
• Transparent
• Exciting
• Helpful
• Open
• Responsive

Visual Identity Overview

• The brand identity is defined by a smooth, continuous line forming an infinite loop, symbolizing ease and seamlessness. The logotype uses a custom typeface called Airvetica, designed to be friendlier and approachable while maintaining a corporate aesthetic. The color palette is bright and friendly for traveller audiences, and more conservative for corporate and property audiences. Visual language includes flowing lines rendered in gradients, used across communication materials. Imagery guidelines emphasize mood, composition, lighting, and subject material, with assets categorized by aircraft, property, terminal, business district, traveller, and corporate themes [^3].

Categories

Brand Imagery

• Adelaide Airport has a large archive of photographic and computer generated visual assets that can be categorised as follows: • Aircraft, carrier and airside activity imagery • Property-related imagery - Terminal interior, Plaza and Parking - Airport Business District • Traveller-related • Corporate-related
• Whilst the preferred method for acquiring photographic imagery is by commissioning a photo shoot, sometimes this is not feasible owing to cost and/or time considerations. In such cases purchasing stock imagery can be a viable solution. At other times, e.g. Airport Business District, suitable imagery is not available because the subject is yet to be constructed. In such cases, special computer generated imagery (CGI) is required based on architectural plans and artistic vision.
• Choosing the right image for your communication is vital since the mood, composition, lighting and subject material of the image all play a role in how the audience responds.
• This is especially true online (including social media), in magazines and newspapers, and on billboards. Every picture does indeed speak a thousand words. However, it’s up to you to ensure that each picture says all the right things about our company!
• Speak to the Marketing Team about your imagery requirements. All photo shoots stock imagery purchase, or CGI imagery development need to be authorised by the Marketing Team before commencement of any project requiring these assets.
• The matter of image selection should not be treated lightly, but should be approached strategically regardless of where the image is meant to appear.
• The visual language being employed by Adelaide Airport involves the use of flowing lines rendered in gradients with either the Traveller or Corporate/ Property colour palettes. These lines can either be used over photographic imagery, or by themselves, as shown in the examples provided here.

Color Palette

• The colour strategy for our brand has been informed by the audience segmentation, as well as the need to convey a friendly and welcoming personality.
• However, the shades chosen are still quite bright and friendly, thus presenting ourselves as a visionary and modern organisation. Correct usage of the brand identity has been detailed in the Guidelines document.
• A bright, warm and attention-grabbing palette has been used for the Traveller audience, in keeping with our goal of being seen as friendly and welcoming.
• The palette for Corporate and Property audiences is more conservative in terms of the choice of colours.
• The visual language being employed by Adelaide Airport involves the use of flowing lines rendered in gradients with either the Traveller or Corporate/ Property colour palettes. These lines can either be used over photographic imagery, or by themselves, as shown in the examples provided here.

Typography

• The term logotype refers to the visual manner in which the name of the brand, organisation, product or service appears. In the case of Adelaide Airport, the logotype makes use of a custom-created typeface called Airvetica. Based on Helvetica, the custom face adds smoother counters and descenders in order to make the typeface friendlier and more approachable whilst still maintaining an overall corporate aesthetic. The logotype is available in two lockup variations (portrait and landscape).
• Whilst the custom typeface, Airvetica, has been developed as a headline face for the Adelaide Airport brand, a secondary typeface, Helvetica Neue, has been chosen for regular text. Three weights (Bold, Regular and Light) have been chosen to provide flexibility in the way content can be presented.
• ABCDEFGHJKLMNOPQURSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 !@#$%&*()_+
• Airvetica
• ABCDEFGHJKLMNOPQURSTUVWXYZ a bcdefg h ij kl m nopq rstuvwxyz 1234567890 !@#$%&*()_+
• Helvetica Neue

Tone And Messaging

• The key findings from the research showed that the word people used to describe Adelaide Airport was, ‘Easy’. Getting around Adelaide Airport was a relaxed and easygoing experience, with none of the stress and congestion encountered in larger airports such as Sydney and Melbourne. Further stakeholder consultation revealed two more words – ‘Seamlessness’ and ‘Connectivity’ – that captured the essence of Adelaide Airport, which were also used as a platform for developing the new identity.
• Brand identities for these airports were evaluated against parameters such as Symbols, Typography, Colour, Positioning Statements and Messaging. Brand Structure and Communication were also examined for Changi, Toronto-Pearson and Auckland.
• Our Brand Attributes As mentioned earlier, research What this means, essentially, is that any brand-related activity needs to convey all (or some combination of) these attributes. Conversely, this also means that any potential brand-related activity that contradicts these attributes should not be undertaken.
• The diagram outlines the dual nature and personality of the brand, and is foundational to all brand-related activities and communication. The end objective is that Adelaide Airport seeks to elicit responses of credibility (Trust Me) and emotional affinity (Love Me) from its audiences by engaging them with the relevant attributes.
• Hence, while planning any communication activity, it is important to determine which audience group is being addressed, and what sort of outcome is expected, so as to determine the correct set of attributes to be applied. Once the relevant audience group and attribute set have been determined, the appropriate functional elements of the brand identity can be applied so as to maximise brand impact.
• Together, our Brand Attributes provide us with a yardstick for evaluating the appropriateness of any potential brand-related activity.
• Trust Me Business Development & Corporate Travel • Accountable • Authentic • Integrity • Exciting • Open • Helpful • Friendly ·Responsive· Relationships· Teamwork • Convenient • Ease • Accessible • Visionary • Leadership

Brand Values

• Values define behaviour.
• Behaviour shapes culture. And culture is what sets us apart.
• The following pages showcase the values that we live by as a company, and how they are meant to inform our conduct, both within the organisation and with clients and customers.
• be Responsible, efficient and Respectful.
• Open and friendly and encourage diversity!
• build relationships based on trust
• foster great Teams.

Visual Style

• A brand identity is so much more than a logo or symbol. Rather, it comprises all graphic elements that are associated with the brand.
• The term logotype refers to the visual manner in which the name of the brand, organisation, product or service appears. In the case of Adelaide Airport, the logotype makes use of a custom-created typeface called Airvetica. Based on Helvetica, the custom face adds smoother counters and descenders in order to make the typeface friendlier and more approachable whilst still maintaining an overall corporate aesthetic. The logotype is available in two lockup variations (portrait and landscape).
• The colour strategy for our brand has been informed by the audience segmentation, as well as the need to convey a friendly and welcoming personality.
• However, the shades chosen are still quite bright and friendly, thus presenting ourselves as a visionary and modern organisation. Correct usage of the brand identity has been detailed in the Guidelines document.
• Whilst the custom typeface, Airvetica, has been developed as a headline face for the Adelaide Airport brand, a secondary typeface, Helvetica Neue, has been chosen for regular text. Three weights (Bold, Regular and Light) have been chosen to provide flexibility in the way content can be presented.
• A bright, warm and attention-grabbing palette has been used for the Traveller audience, in keeping with our goal of being seen as friendly and welcoming.
• The palette for Corporate and Property audiences is more conservative in terms of the choice of colours.
• Visual language refers to the unique visual elements that make up Adelaide Airport’s brand identity.
• The visual language being employed by Adelaide Airport involves the use of flowing lines rendered in gradients with either the Traveller or Corporate/ Property colour palettes. These lines can either be used over photographic imagery, or by themselves, as shown in the examples provided here.

Brand Architecture

• Brand architecture refers to the hierarchy of relationships that may exist within a brand in terms of sub-brands and/or line extensions.
• Adelaide Airport is a single brand represented by an identity that has two variations, one of which has a sub-brand, Airport Business District, which adopts elements of the Corporate brand identity.
• Whilst the Corporate and Traveller brand identities are designed to be used by themselves, the Airport Business District logotype should only ever appear along with the Corporate brand identity.

Additional Properties