AirTanker

Official Websites

• https://www.airtanker.co.uk
• https://airtanker.pinpointhq.com

Brand Guidelines

2017

Brand Summary

Mission

• Working with our partners, we provide safe and trusted aviation services to enable our customers’ success [^1].

Core Values

• Safety
• Integrity
• Commitment
• One Team
• Innovation [^2]

Target Audience

• Customers seeking aviation services, including partners and stakeholders in the aviation sector [^3].

Personality Traits

• Professional
• Trustworthy
• Innovative
• Collaborative [^4]

Visual Identity Overview

• The brand uses a clean, modern aesthetic with aviation-themed imagery, a consistent logo system, defined color palettes, and clear typography to reinforce professionalism and innovation [^5] .

Categories

Color Palette

• The primary colours are: - AirTanker Dark Blue Pantone® 287 C - AirTanker Light Blue Pantone® 278 C
• To avoid overuse of Pantone® 287 and 278, a secondary colour palette has been defined to support the primary colours.
• Users should match these colours from the references/colour breakdowns shown opposite. Do not use the default colour breakdowns given in software applications as they may produce incorrect colours.
• No other colours may be added to the palette, however, to increase options, tints of these colours may be used.
• Pantone Cool Gray 9 C CMYK: 0, 1, 0, 51 RGB: 145, 145, 149 Hex: #919195
• Pantone 5425 C CMYK: 100, 68, 0, 12 RGB: 0, 83, 155 Hex: #00539b
• Pantone Black C CMYK: 0, 13, 49, 98 RGB: 38, 28, 2 Hex: #261c02
• Pantone 5205 C CMYK: 100, 68, 0, 12 RGB: 0, 83, 155 Hex: #00539b
• Pantone 7406 C CMYK: 0, 18, 100, 0 RGB: 255, 207, 1 Hex: #ffcf01
• Pantone 5773 C CMYK: 100, 68, 0, 12 RGB: 0, 83, 155 Hex: #00539b
• AirTanker Dark Blue Pantone 287 C CMYK: 100, 68, 0, 12 RGB: 0, 83, 155 Hex: #00539b
• AirTanker Light Blue Pantone 278 C CMYK: 39, 14, 0, 0 RGB: 150, 192, 230 Hex: #97c0e6
• Colour palette for internal Departments To further differentiate Departments and to give all communications from a Department a ‘family feel’, as shown in the chart below, each Department has been allocated a key colour.
• A Department key colour is the same colour as that of its pictogram and may be used for headlines, headings, sub­headings, bullets, emphasis and backgrounds.
• Users should match the colour from the references/colour breakdowns shown opposite. Do not use the default colour breakdowns given in software applications as they may produce incorrect colours.
• There are no Pantone equivalents for these colours.
• No other colours may be added to the palette, however, to increase options, 25%, 50% and 75% tints of your Department key colour may also be used.
• Do not use another Departments key colour.
• Business Improvement CMYK: 58, 52, 0, 0 RGB: 119, 123, 187 Hex: #777bbb
• Civil Business CMYK: 100, 68, 0, 12 RGB: 0, 83, 155 Hex: #00539b
• Down Route CMYK: 10, 80, 50, 0 RGB: 220, 89, 103 Hex: #dc5967
• Engineering CMYK: 70, 40, 0, 0 RGB: 80, 135, 199 Hex: #5087c7
• Flight Operations CMYK: 80, 5, 10, 0 RGB: 0, 176, 216 Hex: #00b0d8
• Human Resources CMYK: 0, 100, 50, 30 RGB: 177, 3, 66 Hex: #b10342
• Commercial CMYK: 75, 12, 34, 0 RGB: 37, 168, 173 Hex: #25a8ad
• Facilities/Information Services & IT CMYK: 30, 60, 50, 0 RGB: 184, 121, 117 Hex: #b87975
• Refueller CMYK: 0, 100, 0, 0 RGB: 236, 0, 140 Hex: #ec008c
• Communications & Engagement CMYK: 100, 0, 100, 20 RGB: 0, 140, 68 Hex: #008c44
• Finance CMYK: 0, 40, 100, 0 RGB: 250, 166, 26 Hex: #faa6la8
• Safety CMYK: 52, 97, 0, 0 RGB: 142, 47, 146 Hex: #8e2f92
• Staff Voice CMYK: 0, 99, 97, 0 RGB: 237, 33, 39 Hex: #ed2127
• Talent& Development CMYK: 15, 75, 0, 0 RGB: 208, 99, 165 Hex: #d063a5
• Tankered CMYK: 0, 72, 100, 0 RGB: 243, 108, 33 Hex: #f36c21
• Training CMYK: 55, 0, 0, 0 RGB: 91, 203, 245 Hex: #5bcbf5
• 10 & 101 Squadrons CMYK: 20, 2, 0, 45 RGB: 124, 144, 158 Hex: #7c909e

Typography

• The typeface FF DIN, as shown, has been selected to complement and support the AirTanker and VOYAGER logos. This typeface should be used on all external communications and pre­printed items -corporate, sales and recruitment literature, exhibitions, signage and stationery.
• AirTanker has a limited usage licence for use of this font. If you need to obtain the typeface please get in touch with a member of your Communications and Engagement team: E: brandingduk.airtanker.co.uk OpenType® version
• An OpenType font file format version ‘FF DIN OT’ is available from www.fontshop.com. This format has cross-platform capability you can work with the same font file on MAC, Windows and some Unix systems and it supports a widely expanded character set which provides greater linguistic support.
• For applications where the use of FF DIN is not practicable and in the production of word processing documents and emails, Arial, which is readily available on all PCs should be used.
• No other fonts/typefaces are permitted to be used in our external communications and marketing collateral.
• The typeface VAG Rounded, as shown opposite, has been selected to complement and support the Department logos. This typeface should be used on all internal communications.
• AirTanker have a limited usage licence for use of this font. If you need to obtain the typeface please get in touch with a member of your Communications and Engagement team: E: branding@uk.airtanker.co.uk When VAG Rounded is not available
• For applications where the use of VAG Rounded is not practicable and in the production of word processing documents, Arial Rounded MT Bold (for headlines/ headings/sub-headings) and Arial (for text) which are readily available on all PCs should be used.

Logo Usage

• The AirTanker logo, comprising of two elements -the emblem [stylised VOYAGER aircraft refuelling two fast jets) and the letterform ‘AirTanker’ is unique in helping to differentiate our offerings and services. To ensure accurate reproduction, always use the electronic master artworks available from: E: brandingduk.airtanker.co.uk.
• The logo should not be altered, distorted, redrawn or reproduced from printed copies.
• The letterform ‘AirTanker’ must NOT be used separately from the emblem.
• The AirTanker logo is the registered trademark of AirTanker. It may not be reproduced or otherwise used by non-AirTanker businesses without the written permission of Air Tanker via the Communications Department. To retain the effectiveness of a registered trademark, continuous and consistent use is necessary. For this reason the logo must be used on aircraft, support vehicles, on invoices, in advertising and promotional material, on packaging, all forms of electronic media, buildings, signs and exhibitions. It is not sufficient to use our trademark alone on stationery.
• When reproduced in printed matter, the preferred landscape Air Tanker logo [1.) must never be reproduced smaller than 40 mm in width. On-screen it must never be used smaller than 120 pixels wide, however for best results on retina screens it should be 200
• This is the preferred version that should be used in the majority of applications.
• For applications where the preferred landscape version of the AirTanker logo will not fit very well, the stacked version may be used.
• If the space available for the logo is very small, for example, on a lapel pin, where the AirTanker letterlorm will be illegible, in these circumstances use the emblem only. This use is restricted and subject to prior approval from the Communications and Engagement department.
• To maximise the visual impact of the AirTanker logo, it is protected by an exclusion zone, with the exception of an overall coloured or photographic background no other graphic element [type or other logos/symbols) should be placed within this exclusion zone.
• The minimum exclusion zone is defined by the width of the character ‘A’ in the letterform ‘AirTanker’, in the logo being used. This is referred to as the A gap.
• Note: It is important to give the logo as much free space around it as possible.
• Wherever possible, use the preferred two-tone version of the AirTanker logo.
• If this is not possible, the logo can be produced in one of the two following ways: - when reproduction is restricted to black and white printing the logo may only be used in 100% black; and - when on a coloured or photographic background, the white reversed-out" version should be used.
• To ensure accurate reproduction, always use the electronic master artworks available from the Communications Department. These artworks must not be altered in any way.
• There are no other permitted ways of using the logo.
• For example, if the method of reproduction involves etching the AirTanker logo onto glass or metal, please contact branding@uk.airtanker.co.uk for assistance.
• When the AirTanker logo is on a white background this two-tone version should always be used.
• When it is impractical to use the two-tone logo or on low-value items this black one-colour version should be used.
• When the AirTanker logo is on a coloured or photographic background this white ‘reversed-out’ version should be used.

Tone And Messaging

• The AirTanker brand is very important to us. It encompasses how we behave, what we believe in, what we do and who we are.
• Maintaining consistency in all these areas is key; people will know what to expect, they will understand what we can offer them, and they are more likely to trust us.
• Always remember our name: we are AirTanker, never Airtanker or Air Tanker.
• A major aspect of this consistency is our visual identity. These guidelines will help you ensure that AirTanker’s image and communication is clear, consistent and reinforces our mission, vision and values.
• Our mission is: Working with our partners, we provide safe and trusted aviation services to enable our customers’ success.
• Our vision is simple: To be recognised as the best service provider to our customers.
• Our values are: Safety… Safety is our top priority. We are committed to the continual improvement of our safety performance in all our activities.
• Integrity… We treat all people with respect and encourage openness, honesty and trust.
• Commitment… We are passionate about delivering on the commitments we make and strive to achieve the highest standard in all that we do.
• One Team… We respect the individual and develop positive relationships through team working. We will encourage a partnering approach, building mutual trust with our customers and suppliers.
• Innovation… We drive continual improvement and foster innovation in all that we do.

Brand Values

• Our values are: Safety… Safety is our top priority. We are committed to the continual improvement of our safety performance in all our activities. Integrity… We treat all people with respect and encourage openness, honesty and trust. Commitment… We are passionate about delivering on the commitments we make and strive to achieve the highest standard in all that we do. One Team… We respect the individual and develop positive relationships through team working. We will encourage a partnering approach, building mutual trust with our customers and suppliers. Innovation… We drive continual improvement and foster innovation in all that we do.

Visual Style

• A major aspect of this consistency is our visual identity. These guidelines will help you ensure that AirTanker’s image and communication is clear, consistent and reinforces our mission, vision and values.

Department Branding

• We’re all about ‘OneTeam’ here at AirTanker, it’s one of our 5 key values, but to help differentiate our internal services and clearly identify the source of communication, for each of our Departments, a logo which comprises two elements -the Department name and the Department pictogram has been created.
• Always remember our name: we are AirTanker, so all of our internal communications must carry the AirTanker logo along with the appropriate department logo.
• To ensure accurate reproduction, always use the electronic master artworks available from: E: branding@uk.airtanker.co.uk. These artworks must not be altered in any way. A Department logo should not be redrawn or reproduced from printed copies.
• The two elements that make up a Department logo must NOT be used separately. A Department logo can NOT be used on any form of external communications, its use is strictly for internal communications purposes only.
• Pictogram recommended sizes: When used on a one-third A4 leaflet 13 mm wide, on an A4 leaflet or newsletter 17.5 mm wide and on an A3 poster 25 mm wide. Above 25 mm a pictogram should be increased in 10 mm increments.
• When reproduced in printed matter, a pictogram must never be reproduced smaller than 8 mm in width. On-screen a pictogram must never be used smaller than 40 pixels wide.
• To further differentiate Departments and to give all communications from a Department a ‘family feel’, as shown in the chart below, each Department has been allocated a key colour.
• A Department key colour is the same colour as that of its pictogram and may be used for headlines, headings, sub­headings, bullets, emphasis and backgrounds.
• Users should match the colour from the references/colour breakdowns shown opposite. Do not use the default colour breakdowns given in software applications as they may produce incorrect colours.
• There are no Pantone equivalents for these colours.
• No other colours may be added to the palette, however, to increase options, 25%, 50% and 75% tints of your Department key colour may also be used.
• Do not use another Departments key colour.
• The typeface VAG Rounded, as shown opposite, has been selected to complement and support the Department logos. This typeface should be used on all internal communications.
• AirTanker have a limited usage licence for use of this font. If you need to obtain the typeface please get in touch with a member of your Communications and Engagement team: E: branding@uk.airtanker.co.uk
• For applications where the use of VAG Rounded is not practicable and in the production of word processing documents, Arial Rounded MT Bold (for headlines/ headings/sub-headings) and Arial (for text) which are readily available on all PCs should be used.

Co Branding

• Combining the logos demonstrates partnership and allows the parties to benefit from each other’s strengths. However, to do so successfully requires careful consideration beforehand.
• Co-branding should only occur when both or all parties are in agreement. The AirTanker logo should always appear first and take precedence.
• To ensure accurate reproduction, always use the electronic master artworks available from: E: brandingduk.airtanker.co.uk.
• These artworks must not be altered in any way.
• The preferred landscape configurations with a black vertical rule [fine line) separating the logos. For applications where the available width is limited, a stacked configuration is available from the Communications Department. A black horizontal rule [fine line) is used to separate the logos.
• For exclusion zone (‘A’ gap) refer to detail on page 5.

Partner Branding

• Combining the logos demonstrates partnership and allows the parties to benefit from each other’s strengths. However, to do so successfully requires careful consideration beforehand.
• Co-branding should only occur when both or all parties are in agreement. The AirTanker logo should always appear first and take precedence.
• To ensure accurate reproduction, always use the electronic master artworks available from: E: brandingduk.airtanker.co.uk.
• These artworks must not be altered in any way.
• The preferred landscape configurations with a black vertical rule [fine line) separating the logos. For applications where the available width is limited, a stacked configuration is available from the Communications Department. A black horizontal rule [fine line) is used to separate the logos.
• For exclusion zone (‘A’ gap) refer to detail on page 5.

Training Service Branding

• Voyager Training Service [VTS) has a stand alone identity comprising of the ‘VOYAGER’ aircraft emblem, letterlorm and the descriptive line, ‘TRAINING SERVICE’.
• To ensure accurate reproduction, always use the electronic master artworks available from: E: brandingduk.airtanker.co.uk.
• The logo should not be altered, distorted, redrawn or reproduced from printed copies.
• The letterforms ‘VOYAGER’ or ‘TRAINING SERVICE’ must NOT be used separately from the emblem.
• When reproduced in printed matter, the VTS logo must never be reproduced smaller than 25 mm in width. On-screen it must never be used smaller than 120 pixels wide, however for best results on retina screens it should be 200 pixels wide.
• For exclusion zone (‘V’ gap) refer to detail on page 11.
• A partner ‘Lockup’ has been created which must be included on all VTS materials as a sign-off device.

Tv Screen Graphic Guidelines

• TV screen graphic

Additional Properties

Revenue History

Net Profit History

Employees History

Total Equity History