Aircoat

📋 1 Guidelines

🔗 Connections

Sector

Maritime shipping Research

Region

International

Guideline Year

2018

Language

English

Tags

Aeronautic

Official Websites

Brand Guidelines

2018

Brand Summary

Mission
  • The AIRCOAT project promotes a ground-breaking passive air lubrication technology with a high potential to revolutionise the ship-coating sector by reducing energy consumption and ship emissions, inspired by the Salvinia effect [^1].
Core Values
  • eco-friendliness
  • innovation
  • efficiency
  • biomimicry
  • sustainability
Target Audience
  • Organizations and stakeholders in maritime, shipping, and environmental technology sectors seeking innovative, sustainable solutions for ship efficiency and reduced emissions [^2].
Personality Traits
  • modern
  • clean
  • professional
  • minimalistic
  • harmonious
  • organic
  • technological
Visual Identity Overview
  • AIRCOAT’s visual identity is defined by a minimalistic, clean, and modern style, using bold, flat colors and geometric shapes. The logo and graphic elements combine organic and technological motifs, with a preference for rounded shapes, a harmonious color palette, and consistent use of custom typography. The brand imagery emphasizes eco-friendly and maritime themes, with icons and waves as recurring motifs [^3].

Categories

Brand Imagery
  • When showing ships, avoid pictures showing dark smoke coming out of the funnels.
  • When showing ships, prefer pictures showing the backwash of the ship to highlight speed.
Color Palette
  • GREEN CMYK: 80/0/ 100/0 RGB: 13/ 177 / 75 HEX: # 0DB14B
  • LIGHT BLUE CMYK:35/0/0/0 RGB: 157 / 220 / 249 HEX: # 9DDCF9
  • DARK GREEN CMY K: 9 5 / 0 / 1 00 / 6 5 RGB: 0 / 83 / 32 HEX:#005320
  • LIGHT GREEN CMYK: 30/0/ 100/0 RGB: 191 / 215 / 48 HEX: #BFD730
  • DARK BLUE CMYK: 90 / 70 / 0 / 60 RGB: 9 / 39 / 89 HEX:#092759
  • BLUE CMYK: 60 / 15 / 0 / 0 RGB: 88 / 176 / 227 HEX: #58B0E3
  • YELLOW CMYK: 0 / 10 / 100 / 0 RGB: 255 / 221 / 0 HEX: #FFDD00
  • CMYK: 0 / 100 / 45 / 0 RGB: 237 / 18 / 95 HEX:#ED125F
  • This form of the logo must only be used against background colours light enough to hold enough contrast to maintain legibility.
  • This form of the logo should be used when the use of colors in not possible (ex: fax copies).
  • This form of the logo must only be used against background colours strong and dark enough to hold enough contrast to maintain legibility.
  • This form of the logo should be used against AIRCOAT DARK BLUE colored background (C90 M70 YO K60). It allows to keep the brand colors while maintaining high legibility of the word mark.
  • Colors: do not change any of the colors of the logo.
Typography
  • TITLES: CO HEADLINE BOLD – ALL CAPS ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890!?*$&@%()
  • TITLES: CO HEADLINE LIGHT – ALL CAPS
  • ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890!?*$&@%()
  • Lead-ins: Co Text Regular
  • ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!?*$&@%()
  • Body: Co Text Light
  • ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz
  • 1234567890!?*$&@%()
  • The primary typefaces are Co Text and Co Headlines . Those typefaces are to be used for all AIRCOAT communications.
  • Soft and round are the words that best describe the Co font family. Its underlying geometry structures the font design and allows it to have an even rhythm. The harmony between organic and geometric shapes makes Co Headline uniquely appealing for display and titling where special expression is required. Co Text carries even more organic and fluid design elements than its headline cousin. To assist with legibility and functionality, features have been tightened and its basic proportions are less geometric in their appearance.
  • When use of Co fonts is not possible, like in emails or Microsoft Office documents, use Verdana or Arial .
  • In cases of concerns to the lisibility of the font, Co Text Regular may be used instead of Co Text Light for body text.
  • Type: do not change the typography used in the logo.
Logo Usage
  • Stacked: The icon and word mark are on top of each other. This is the prefered version.
  • Inline: The icon and wordmark are following each other in the same line. This version is designed to be used when little vertical space is available for the placement of the logo.
  • The ’exclusion zone’ refers to the area around the logo which must remain free from other copy to ensure that the logo is not obscured. As the diagram indicates, the ’exclusion zone’ is equal to that of the height of AIRCOAT’s wordmark.
  • The same exclusion zone principle applies with all versions of the logo.
  • When the use of the main forms of the logo is not possible, one of the logo variations of the logo should be used instead. Those logo variations allow to hold enough contrast between the logotype and its surroundings to maintain legibility.
  • The variations are available for both the primary (stacked) and secondary (inline) forms of the logo.
  • This form of the logo must only be used against background colours light enough to hold enough contrast to maintain legibility.
  • This form of the logo should be used when the use of colors in not possible (ex: fax copies).
  • This form of the logo must only be used against background colours strong and dark enough to hold enough contrast to maintain legibility.
  • This form of the logo should be used against AIRCOAT DARK BLUE colored background (C90 M70 YO K60). It allows to keep the brand colors while maintaining high legibility of the word mark.
  • Proportions: do not change the proportions of the logos in any way.
  • Layout: do not change the layout of the logo.
  • Colors: do not change any of the colors of the logo.
  • Effects: do not add any kind of effects to the logo.
  • Type: do not change the typography used in the logo.
  • Angle: do not change the orientation of the logo by rotating it any way.
  • The integrity of AIRCOAT logo should be respected at all times. Please do not stretch, condense, augment or distort its form. Changing any graphic element of the logo will weaken its impact and detract from the consistent image we seek to project.
Visual Style
  • The AIRCOAT logo highlight the place of air lubrication technology within the project by displaying bubbles in both the icon and the wordmark.
  • The green color of the boat refers to the biomimetic hull coating, inspired by the salvinia plant. That coating produces a thin permanent air layer, which reduces friction – increasing speed and reducing fuel consumption – and lessen fouling.
  • The font display an harmony between organic and geometric shapes, alternating rounded and sharp corners, that perfectly represent the combination of nature and technology.
  • Stacked: The icon and word mark are on top of each other. This is the prefered version.
  • Inline: The icon and wordmark are following each other in the same line. This version is designed to be used when little vertical space is available for the placement of the logo.
  • The ’exclusion zone’ refers to the area around the logo which must remain free from other copy to ensure that the logo is not obscured. As the diagram indicates, the ’exclusion zone’ is equal to that of the height of AIRCOAT’s wordmark.
  • The same exclusion zone principle applies with all versions of the logo.
  • When the use of the main forms of the logo is not possible, one of the logo variations of the logo should be used instead. Those logo variations allow to hold enough contrast between the logotype and its surroundings to maintain legibility.
  • The variations are available for both the primary (stacked) and secondary (inline) forms of the logo.
  • This form of the logo must only be used against background colours light enough to hold enough contrast to maintain legibility.
  • This form of the logo should be used when the use of colors in not possible (ex: fax copies).
  • This form of the logo must only be used against background colours strong and dark enough to hold enough contrast to maintain legibility.
  • This form of the logo should be used against AIRCOAT DARK BLUE colored background (C90 M70 YO K60). It allows to keep the brand colors while maintaining high legibility of the word mark.
  • Proportions: do not change the proportions of the logos in any way.
  • Layout: do not change the layout of the logo.
  • Colors: do not change any of the colors of the logo.
  • Effects: do not add any kind of effects to the logo.
  • Type: do not change the typography used in the logo.
  • Angle: do not change the orientation of the logo by rotating it any way.
  • The integrity of AIRCOAT logo should be respected at all times. Please do not stretch, condense, augment or distort its form. Changing any graphic element of the logo will weaken its impact and detract from the consistent image we seek to project.
Iconography
  • The AIRCOAT icon can be used, out of the logo, as a graphic element to brand documents and materials.*
  • The icon should be used in monochrome form only, using one of the AIR COAT brand color (or black/white).
  • *Using the icon does not except from placing the full logo, which should be present on all AIRCOAT material.
Layout And Composition
  • Stacked: The icon and word mark are on top of each other. This is the prefered version.
  • Inline: The icon and wordmark are following each other in the same line. This version is designed to be used when little vertical space is available for the placement of the logo.
  • The ’exclusion zone’ refers to the area around the logo which must remain free from other copy to ensure that the logo is not obscured. As the diagram indicates, the ’exclusion zone’ is equal to that of the height of AIRCOAT’s wordmark.
  • The same exclusion zone principle applies with all versions of the logo.
  • When the use of the main forms of the logo is not possible, one of the logo variations of the logo should be used instead. Those logo variations allow to hold enough contrast between the logotype and its surroundings to maintain legibility.
  • The variations are available for both the primary (stacked) and secondary (inline) forms of the logo.
  • This form of the logo must only be used against background colours light enough to hold enough contrast to maintain legibility.
  • This form of the logo should be used when the use of colors in not possible (ex: fax copies).
  • This form of the logo must only be used against background colours strong and dark enough to hold enough contrast to maintain legibility.
  • This form of the logo should be used against AIRCOAT DARK BLUE colored background (C90 M70 YO K60). It allows to keep the brand colors while maintaining high legibility of the word mark.
  • Proportions: do not change the proportions of the logos in any way.
  • Layout: do not change the layout of the logo.
  • Colors: do not change any of the colors of the logo.
  • Effects: do not add any kind of effects to the logo.
  • Type: do not change the typography used in the logo.
  • Angle: do not change the orientation of the logo by rotating it any way.
  • The integrity of AIRCOAT logo should be respected at all times. Please do not stretch, condense, augment or distort its form. Changing any graphic element of the logo will weaken its impact and detract from the consistent image we seek to project.
  • In general, prefer rounded shapes to angles.
  • When using boxes, prefer slightly rounded corners to straight ones.
  • When using illustrations, prefer modern flat or isometric design.
  • When showing ships, avoid pictures showing dark smoke coming out of the funnels.
  • When showing ships, prefer pictures showing the backwash of the ship to highlight speed.
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