Air Belgium

Official Websites

• https://www.airbelgium.com
• http://airbelgium.com

Brand Guidelines

2017

Brand Summary

Mission

• Air Belgium aims to provide modern, professional, and dynamic airline services, emphasizing clarity, professionalism, and a sense of movement in its brand identity [^1].

Core Values

• clarity
• professionalism
• modern-business
• travel
• socially connected
• dynamic
• trendy
• relax
• evasion
• clean and simple
• pleasure
• happiness
• open cities
• escape in the wilderness
• business casual
• tech
• colorized
• light
• luminous

Target Audience

• Business and leisure travelers, professionals, and consumers seeking modern, dynamic, and socially connected airline experiences [^2].

Personality Traits

• happy
• pleasurable
• modern
• dynamic
• trendy
• relaxed
• open
• clean
• simple
• business casual
• tech-savvy
• colorful
• luminous

Visual Identity Overview

• The visual identity is characterized by bold, clean layouts with dynamic curves, a color palette inspired by the Belgian flag (red, yellow, black, white, grey), prominent use of the crown and ‘AB’ logo, and a modern, professional aesthetic across print, stationary, promotional, and travel documents [^3].

Categories

Brand Imagery

• The pictures used for Air Belgium communication must consider one or three of the following criteria: People (Consumer), Industry, Services.
• It may be more or less obvious, one of the three criteria can even be denied or less considered as long as the picture can take a place inside the following triangular graph.
• Visually, Air Belgium spirit is a mix of: sensation of happiness (good feel), pleasure, modern-business, travel, light, luminous, socially connected, tech, colorized, business casual, dynamic, modern, trendy, relax, evasion, open cities or escape in the wilderness, clean and simple.

Color Palette

• This is AB primary colors. You can use desaturated colors if needed. Red doesn’t mean pink. Its desaturation must never be more than 60% opacity
• White 100% PMS 485C CMYK 0, 95, 100, 0 RGB 218, 41, 28 #da291c PMS Black C CMYK 63, 62, 59, 94 RGB 45, 41, 38 #2d2926
• For print advertising or digital use. Those colors must not be used for a stationary application.
• PMS 1787C CMYK 0, 89, 66, 0 RGB 239, 52, 68 #ef3444 PMS 431C CMYK 60, 45, 38, 24 RGB 101, 110, 119 #656e77
• White, red and grey are considered as main colors for Air Belgium brand identity. As black is sad and as it makes a reference to the mourning, it must be mainly used for texts. Yellow texts can be used on a white background in order to highlight information on corporate documents (stationary). Yellow is never used for advertising highlight.
• As defined on slide 16, yellow can be used to highlight textual information on stationary medium.

Typography

• NEUTRAFACE 2 DISPLAY is the name of the font that was used to create the logo. This typography must be dedicated to the logo and must not be used for advertising or a stationary purpose.
• The logo font has been made bolder than the original one to design the symbol.
• The A & B letters has been slightly customized in order to give a sense of movement in the logo.
• NEUTRAFACE 2 DISPLAY
• Neutraface 2 Display - Bold
• TYPOGRAPHY FOR STATIONARY
• THE TITLES
• Lemance - Regular
• Lemance - Italic
• Lemance - Bold
• Lemance - Bold Italic
• Lemance - Chiffres
• Caractères spéciaux
• Weights: Light, Regular, Italic, Light Italic, Bold, Bold Italic
• Script support: Latin Script
• TITLES Lemance Bold
• SUBTITLES Lemance Regular
• BODY TEXTS / PARAGRAPH
• Verdana - Regular
• Verdana - Italic
• Verdana - Bold
• Verdana - Bold Italic
• Verdana - Chiffres
• TYPOGRAPHY FOR A DIGITAL USE OR ADVERTISING
• TITLES, SUB TITLES AND PRICES
• TeX Gyre Adventor - Regular
• TeX Gyre Adventor - Italic
• TeX Gyre Adventor - Bold
• TeX Gyre Adventor - Bold Italic
• TeX Gyre Adventor - Chiffres
• BODY TEXTS
• Lato - Hairline
• Lato - Light
• Lato - regular
• Lato - Bold
• Lato - Black
• Lato - Chiffres
• Lato - Caractères spéciaux

Logo Usage

• Here is the standard version of the Air Belgium Logo. It is divided in two parts: 1/ The «AB» symbol with the crown over 2/ The name of the company «AIR BELGIUM» which overlooks the belgian flag
• NEUTRAFACE 2 DISPLAY is the name of the font that was used to create the logo. This typography must be dedicated to the logo and must not be used for advertising or a stationary purpose.
• The logo font has been made bolder than the original one to design the symbol.
• The A & B letters has been slightly customized in order to give a sense of movement in the logo.
• The protection zone is the margin around the logo. There must be no content within this area. The Belgian flag below the word «AIR» is used as the unit of measurement to define this protection zone. Depending on the medium, the protection zone can be 2/3 (see digital guideline below). The margin between the «AB» symbol and the «AIR BELGIUM» text must be 1/3 unit.
• This is the compact version of the logo. This version can be used if a center logo is needed due to balance issue or when there is not enough space on a medium to display the standard version of the logo. As for the large version, the protection zone must be respected.
• The margin between the «AB» pictogram and the «AIR BELGIUM» company name must be 1/3 unit.
• The logo is composed of two main elements: The symbol (pictogram) -which is in itself composed of the crown and the «AB» letters -and the «AIR BELGIUM» text placed above the belgian flag.
• Those two elements can be separated as long as both of them must be on a same medium.
• For each part of the logo, the protection zone must be one full unit.
• The Air Belgium logos must not be blurry. Since then, a minimum size must be considered for each version of the logo.
• 20 MM
• 5 MM
• 12 MM
• The logo may be affixed to a black or a red background (solid color only).
• When the backgroud is red, the opacity can never be less than 60% otherwise the logo must be used in a positive or monochromatic version.
• When the Background is Grey, it can never be less than 20%, otherwise the logo must be a positive or monochromatic version.

Visual Style

• The design should be clean and corporate, emphasizing clarity and professionalism, suitable for branding or corporate communication purposes.
• The image should feature a modern, professional design with a dynamic layout divided into color blocks. The top left corner should have a triangular grey section, with the remaining background split into white and red sections that curve around each other, creating a sense of movement.
• At the top center or slightly to the left, there should be a logo consisting of a stylized crown above the letters ‘AB’ in red and black, with the words ‘AIR BELGIUM’ in black next to it, and a small horizontal line in black, red, and yellow underneath to symbolize Belgium’s flag.
• Below the logo, in the red section, prominent white text should read ‘PRINT GUIDELINES’. Beneath that, in smaller white font, there should be the credit ‘@BIGBADWOLF 2017’.
• The overall design is minimalistic and clean, emphasizing the numerals and text with ample spacing and a neutral color palette. There are no additional elements, textures, or graphical components beyond the textual content and border.
• Here is the standard version of the Air Belgium Logo. It is divided in two parts: 1/ The «AB» symbol with the crown over 2/ The name of the company «AIR BELGIUM» which overlooks the belgian flag
• NEUTRAFACE 2 DISPLAY is the name of the font that was used to create the logo. This typography must be dedicated to the logo and must not be used for advertising or a stationary purpose.
• The logo font has been made bolder than the original one to design the symbol.
• The A & B letters has been slightly customized in order to give a sense of movement in the logo.

Layout And Composition

• The image should feature a modern, professional design with a dynamic layout divided into color blocks. The top left corner should have a triangular grey section, with the remaining background split into white and red sections that curve around each other, creating a sense of movement. At the top center or slightly to the left, there should be a logo consisting of a stylized crown above the letters ‘AB’ in red and black, with the words ‘AIR BELGIUM’ in black next to it, and a small horizontal line in black, red, and yellow underneath to symbolize Belgium’s flag. Below the logo, in the red section, prominent white text should read ‘PRINT GUIDELINES’. Beneath that, in smaller white font, there should be the credit ‘@BIGBADWOLF 2017’. The design should be clean and corporate, emphasizing clarity and professionalism, suitable for branding or corporate communication purposes.
• The image consists of a light grey background with a slightly darker grey border. In the center, there are large, white, thin, sans-serif digits displaying ‘01’. Below the digits, there is the word ‘LOGOS’ written in uppercase letters, also in white, using a similar thin sans-serif font, evenly spaced and aligned horizontally. The overall design is minimalistic and clean, emphasizing the numerals and text with ample spacing and a neutral color palette. There are no additional elements, textures, or graphical components beyond the textual content and border.
• The image features a large, yellow crown at the top center, characterized by five pointed tips, with the middle tip being the tallest, and the crown having a curved base. Below the crown, there are three large, stylized, bold letters: ‘Λ’, ‘P’, and ‘B’, respectively, colored in red, black, and white, with a slight slant and sharp edges, arranged vertically and overlapping slightly. The overall layout emphasizes a hierarchical relationship, with the crown symbolizing authority or excellence and the letters representing a brand or concept, all set against a plain, white background.
• The image features the text ‘AIR BELGIUM’ in large, bold, uppercase letters. The font is sans-serif, and the letters are black, thick, and evenly spaced. Above the text, there are three yellow, thin, curved lines that resemble stylized wings or swooshes, each partly overlapping or placed near the top of specific letters: one over the ‘A’, another over the ‘I’, and the last over the ‘G’. The background is white, providing high contrast to the black text and yellow design elements. The overall composition emphasizes clarity and simplicity, focusing on the brand or airline name with minimal decorative elements.

Print Guidelines

• NEUTRAFACE 2 DISPLAY is the name of the font that was used to create the logo. This typography must be dedicated to the logo and must not be used for advertising or a stationary purpose.
• The logo font has been made bolder than the original one to design the symbol.
• The A & B letters has been slightly customized in order to give a sense of movement in the logo.
• The protection zone is the margin around the logo. There must be no content within this area. The Belgian flag below the word «AIR» is used as the unit of measurement to define this protection zone. Depending on the medium, the protection zone can be 2/3 (see digital guideline below). The margin between the «AB» symbol and the «AIR BELGIUM» text must be 1/3 unit.
• This is the compact version of the logo. This version can be used if a center logo is needed due to balance issue or when there is not enough space on a medium to display the standard version of the logo. As for the large version, the protection zone must be respected.
• The margin between the «AB» pictogram and the «AIR BELGIUM» company name must be 1/3 unit.
• For each part of the logo, the protection zone must be one full unit.
• The Air Belgium logos must not be blurry. Since then, a minimum size must be considered for each version of the logo.
• 20 MM
• 5 MM
• 12 MM
• The logo may be affixed to a black or a red background (solid color only).
• When the backgroud is red, the opacity can never be less than 60% otherwise the logo must be used in a positive or monochromatic version.
• When the Background is Grey, it can never be less than 20%, otherwise the logo must be a positive or monochromatic version.
• This is AB primary colors. You can use desaturated colors if needed. Red doesn’t mean pink. Its desaturation must never be more than 60% opacity
• White 100%
• PMS 485C CMYK 0, 95, 100, 0 RGB 218, 41, 28 #da291c
• PMS Black C CMYK 63, 62, 59, 94 RGB 45, 41, 38 #2d2926
• For print advertising or digital use. Those colors must not be used for a stationary application.
• PMS 1787C CMYK 0, 89, 66, 0 RGB 239, 52, 68 #ef3444
• PMS 431C CMYK 60, 45, 38, 24 RGB 101, 110, 119 #656e77
• White, red and grey are considered as main colors for Air Belgium brand identity. As black is sad and as it makes a reference to the mourning, it must be mainly used for texts. Yellow texts can be used on a white background in order to highlight information on corporate documents (stationary). Yellow is never used for advertising highlight.

Stationary Applications

• This is AB primary colors. You can use desaturated colors if needed. Red doesn’t mean pink. Its desaturation must never be more than 60% opacity
• White 100%
• PMS 485C CMYK 0, 95, 100, 0 RGB 218, 41, 28 #da291c
• PMS Black C CMYK 63, 62, 59, 94 RGB 45, 41, 38 #2d2926
• For print advertising or digital use. Those colors must not be used for a stationary application.
• PMS 1787C CMYK 0, 89, 66, 0 RGB 239, 52, 68 #ef3444
• PMS 431C CMYK 60, 45, 38, 24 RGB 101, 110, 119 #656e77
• White, red and grey are considered as main colors for Air Belgium brand identity. As black is sad and as it makes a reference to the mourning, it must be mainly used for texts. Yellow texts can be used on a white background in order to highlight information on corporate documents (stationary). Yellow is never used for advertising highlight.
• THE TITLES Lemance Bold
• SUBTITLES Lemance Regular
• BODY TEXTS / PARAGRAPH
• Aa Aa Aa VERDANA
• abcdfghijklmnopqrstuvwxyz Verdana - Regular
• abcdfghijklmnopqrstuvwxyz Verdana - Italic
• abcdfghijklmnopqrstuvwxyz Verdana - Bold
• abcdfghijklmnopqrstuvwxyz Verdana - Bold Italic
• 0123456789 Verdana - Chiffres
• & « ‘ ( § è ! ? ; . : / + = - # € $ * % £ < > ) @ Caractères spéciaux
• As defined on slide 16, yellow can be used to highlight textual information on stationary medium.

Travelling Documents Applications

• BOARDING PASS PASSENGER SEAT PASSENGER FLIGHT DATE MR. YOUR NAME MR. YOUR NAME JTA 055 10 MAR 2017 22F FLIGHT DATE JTA 055 10 MAR 2017 BOARDING TIME GATE DEPARTURE 3:30 PM 11 BRUSSELS -BE DEPARTURE BOARDING TIME SEAT ARRIVAL BRUSSELS / BE 3:30 PM 2 2 F BUSINESS CLASS HONG-KONG -CHINA ARRIVAL HONG-KONG / CHINA IR BELGiuM 11111111111111111111111111111111111111
• BUSINESS CLASS SEAT 22F 3 A/ AIR BELGIUM AB AIR BELGIUM JIAIIIIINDIINI
• BOARDING PASS PASSENGER SEAT PASSENGER FLIGHT DATE MR. YOUR NAME MR. YOUR NAME JTA 055 10 MAR 2017 FLIGHT DATE JTA 055 10 MAR 2017 BOARDING TIME GATE DEPARTURE 3:30 PM 11 BRUSSELS -BE DEPARTURE BOARDING TIME SEAT ARRIVAL BRUSSELS / BE 3:30 PM 2 2 F BUSINESS CLASS HONG-KONG -CHINA ARRIVAL HONG-KONG / CHINA IR BELcuM 111111111111111111111111111111111111
• BUSINESS CLASS ABaucum SEAT 22F Av AB AIR BELGIUM IININANI0AINI

Graphic Declensions Method

• The curves which refer to airlines, are at the heart of the declensions method. The brand will be recognizable thank to these curves.
• Graphic declensions method Comes from the curve of the logo and refers to the drag of planes in the sky.
• The curves can be a red or a gray solid colored shapes. They can cross each other, creating a dark red by the overlay.
• The background mu st bew h·1te a picture or both of them.

Additional Properties