Cessna

Official Websites

• https://www.textronaviation.com
• https://www.pilot.cessna.com
• https://www.txtav.com
• http://www.cessna.com
• https://cessna.txtav.com

Brand Guidelines

2013

Brand Summary

Mission

• To build brand advocacy and maintain consistency in the style of Cessna’s visual and written communications, reinforcing industry-leading ideas and the brand purpose through innovation and ingenuity in aviation engineering [^1].

Core Values

• innovation
• heritage
• prestige
• craftsmanship
• service
• safety
• performance
• value
• comfort
• technology
• dependability
• accessibility
• personalized experience
• owner nurturing
• commitment

Target Audience

• Corporate pilots, private jet owners, executive decision makers, caravan buyers, and piston flyers, each with distinct needs and expectations ranging from business travel and luxury to technical performance and educational support [^2].

Personality Traits

• sophisticated
• confident
• serious
• honest
• passionate
• knowledgeable

Visual Identity Overview

• Cessna’s visual identity is defined by dramatic skies, bold and elegant color palettes, modern typography, consistent logo usage, dimensional art elements like airfoils, and clear iconography. The style is professional, dynamic, and recognizable across all channels, with guidelines for product and interior renderings, photography, and tradeshow materials [^3].

Categories

Brand Voice

• The voice and tone for written communications describes how content should sound to the reader. Three adjectives have been prioritized for each sub-brand and examples are included.
• The voice and tone for Citation communications should reflect that of its target audience. Refer to the Personas section for a detailed description of the Citation target segments.
• 1 SOPHISTICATED 2 CONFIDENT 3 SERIOUS
• The tone is polished, refined, and often elegant. It communicates that Citation is a respected brand. It stirs the emotions and excitement in our customers by communicating the ambiance of private air travel.
• Similar editorial tone to Forbes, The New Yorker, and The Economist
• The tone is self-assured, direct, authoritative, and honest. We know that we create something of great value and our prospects and customers will know that we know. Our confident tone also strengthens the confidence our customers feel in our products — they know their Citation jet is the best of the best in engineering, service, luxury, and safety.
• Similar editorial tone to Rolls-Royce and Tesla Motors
• The price point of Citation jets being in the tens of millions of dollars calls for a serious tone that communicates our understanding of the size of investment we are asking for from prospects and customers.
• Similar editorial tone to Bugatti and Lamborghini
• The voice and tone for Cessna single engine aircraft communications should reflect that of its target audience. Refer to the Personas section for a detailed description of the Cessna single engine aircraft target segments.
• 1 HONEST 2 PASSIONATE 3 KNOWLEDGEABLE
• A direct and confident, honesty comes through in this tone, backed by a legacy of firsts and a secure dominance of the single engine aircraft market.
• Similar editorial tone to Hershey and Toyota Motors
• The tone stirs the emotion in prop fliers by igniting their original dreams of flight. The tone is also approachable and relatable. The friendly personality in the tone reflects the camaraderie the audience enjoys around a shared passion for aviation.
• Similar editorial tone to Harley, Coca-Cola, FedEx, and Southwest Airlines
• The prospects and customers for Cessna single engine aircraft are primarily pilots who are very knowledgeable about the technical details of these aircraft. The tone should convey that we are aware of this fact and can speak with authority and confidence about our products.
• Similar in editorial tone to Apple, Mercedes-Benz, and Johnson & Johnson

Brand Imagery

• Airfoils should not overpower any creative; they should act only as an accent. Give airfoils a transparent tone, never opaque. Transparency can vary depending on background images. They should appear delicate and soft.
• Use airfoils over solid color or gradients to add depth and interest to creative. The airfoils are flexible elements that can be moved around to accommodate content and other visuals on the page. AIRFOILS SHOULD ACT AS AN ACCENT. AIRFOILS MUST HAVE A TRANSPARENT TONE, NEVER OPAQUE. TRANSPARENCY CAN VARY DEPENDING ON BACKGROUND IMAGES. THEY SHOULD APPEAR DELICATE AND SOFT.
• Use airfoils over the Citation sky to add depth and interest to creative. The airfoils are flexible elements that can be moved around to accommodate content and other visuals on the page. AIRFOILS SHOULD ACT AS AN ACCENT. AIRFOILS MUST HAVE A TRANSPARENT TONE, NEVER OPAQUE. TRANSPARENCY CAN VARY DEPENDING ON BACKGROUND IMAGES. THEY SHOULD APPEAR DELICATE AND SOFT.
• The skies featured in Citation communications are majestic, dramatic, and bold. Clouds are scattered and translucent and wispy, never puffy and white.
• The sky used in print is dramatic and bold. The coloring incorporates the Cessna color palette and “pops” the aircraft off the background.
• The deep blue of the Cessna sky differentiates prop-focused materials from jet collateral. With only a few clouds speckled across a blue backdrop, this open sky evokes the pure joy and passion of flying and begs its viewer to make it his playground.
• Alternative sky images acceptable for Cessna propeller aircraft materials are shown here.
• Exterior Cessna product renderings should depict a realistic scene of the aircraft before, during, or after flight. Follow these guidelines: • Always set the rendering in context against one of the dramatic, dimensional Cessna skies provided, never a realistic sky. • Unless the image suggests that a pilot is flying the plane, all windows should be darkened and layered with sky reflections to create a realistic context. • All tail registration numbers should be removed. • All single engine aircraft on the ground should include a stationary propeller. • For propeller aircraft, the model name should appear on the nose to distinguish it. • Creative executions should feature only one aircraft at a time. • When a McCauley propeller is used on an aircraft, the McCauley logo needs to be visible.
• Renderings of the interior of Citation jet and Caravan cabins should always be created jr f¾perspective.Avoid rendering or s g head-on or straight through the cabin. Always add a layer of sky to the windows of interior cabin shots for context.
• Aircraft photography should always be cropped in an interesting, visually compelling way that promotes the unique curves and features of each plane.
• Photographs 0. –f f the interior of Citation jet and Caravan cab• bins shouldaw ‘iJV % view. Avoid straight-on s shoto s -never shoot straig ‘aht down the cabin.

Color Palette

• The Cessna colors convey the brand purpose with a warm, elegant, and powerful look. Colors in the palette help to enrich product photography with a bold and dramatic feel. The saturation of the dark colors and tones create a powerful presence while the bright greens pop in sharp contrast to convey confidence and prosperity.
• SECONDARY LEGACY COLORS • PMS: 3005 C • PMS: 199 C PLEASE USE SPARINGLY
• PRINT PALETTE #2B2B2B RGB: 43 43 43 DIGITAL PALETTE CMYK: 74 66 62 67 #415452 #3F3F3F PMS: 426 C RGB: 65 84 82 RGB: 63 63 63 CMYK: 63 53 63 36 #336666 #666666 PMS: 418 C RGB: 51102 102 RGB: 102 102 102 #5E7875 #999999 CMYK: 66 414913 RGB: 94 120 117 RGB: 153 153 153 PMS: 5487 C CMYK: 41 6 96 0 #808E8F #C7C7C7 PMS: 383 C RGB: 128 142 143 RGB: 199 199 199 CMYK: 91 49 49 23 #B2B2B2 #CCCCCC PMS: 5473 C RGB: 178 178 178 RGB: 204 204 204 CMYK: 20 20 20 0 #D8D8D8 #F4F4F4 PMS: COOL GRAY 3 C RGB: 216 216 216 RGB: 244 244 244 #FFFFFF #7F9921 RGB: 255 255 255 0 RGB: 127 153 33 #A5C441 RGB: 165 196 65

Typography

• All Cessna communications employ uniform font faces, which help to strengthen brand recognition.
• • Proximal Nova - For all Cessna digital publications, advertising, and collateral
• • Arial - For text rendered on screen in HTML as well as in print for body copy - For use with all internal communications and official corporate communications
• Use Proxima Nova in all caps with appropriate kerning and tracking applied.
• Varying the font size, color, and weight can create emphasis in a headline.
• NOTE: The round, open style of Proxima Nova typeface requires meticulous manual kerning. Please pay attention to kerning pairs such as: AW, AY, EC, OW, OY, PA, RA, TA, TO, VA, and YO .
• PROXIMA NOVA THIN ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 $%&@’*(,.;:#!?) ›› Use THIN in all caps for titles and headlines.
• PROXIMA NOVA LIGHT ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 $%&@’*(,.;:#!?) ›› Use LIGHT in all caps for subheads and for larger body copy.
• PROXIMA NOVA REGULAR ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 $%&@’*(, .;:#!?) ›› Use REG in all caps for subheads.
• PROXIMA NOVA SEMI-BOLD ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 $%&@’*(,.;:#!?) ›› Use SEMI-BOLD in all caps for titles and headlines.
• PROXIMA NOVA BOLD ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 $%&@’*(,.;:#!?) ›› Use BOLD in all caps for titles and headlines.
• FORMAT FOR HEADLINES 20/60 RULE ALWAYS REDUCE OR ENLARGE HEADLINES PROPORTIONALLY Whenever possible, headlines should be written to match Cessna’s visual type treatment: a two-part headline with the emphasis on the second part. Part one of the headline is rendered in smaller, 75% LOREM IPSUM bold, green type while part two is emphasized with large, thin, white type. DOLOR SIT THE 20/60 RULE FOR 40% LoREM IPSUM •• HEADLINE PROPORTION Set up headlines with part one at 20 pt and part two at 60 pts, which ensures proper proportion. The headline can then be increased or decreased DOLOR IT in size depending on the layout. FONT: Proxima Nova 0 LEAD-IN STYLE: Bold COLOR: Green WE HAVE TAKE ON KERNING/TRACKING: Metrics / 40 DECORATION: All caps I EMPHASIS TSTYLE: Thin COLOR: White OUR JFTOMORROWS.SKY, KERNING/TRACKING: Metrics / 0-20 (watch kerning pairs) DECORATION: All caps ALWAYS MANUALLY KERN LETTER PAIRS WHEN FINALIZING YOUR WORK SPACING BETWEEN SPACE: X-height of green type NOTE: Be sure to manually kern letter pairs when finalizing work.
• Follow these conventions when publishing text on a dark background on the Cessna website.
• FONT: Proxima Nova
• STYLE: Bold COLOR: #a5c441 KERNING/TRACKING: Metrics / 30 DECORATION: All caps
• STYLE: Thin COLOR: #ffffff KERNING/TRACKING: Metrics / 10 DECORATION: All caps
• FONT: Proxima Nova STYLE: Thin COLOR: #ffffff KERNING/TRACKING: Metrics / 30 DECORATION: All caps
• FONT: Proxima Nova STYLE: Regular COLOR: #ffffff KERNING/TRACKING: Metrics / 50 DECORATION: All caps
• FONT: Proxima Nova STYLE: Light COLOR: #ffffff KERNING/TRACKING: Metrics / 0 DECORATION: U & lc
• Follow these conventions when publishing text on a light background on the Cessna website.
• STYLE: Bold COLOR: #5e7875 KERNING/TRACKING: Metrics / 30 DECORATION: All caps
• STYLE: Thin COLOR: #3f3f3f KERNING/TRACKING: Metrics / 10 DECORATION: All caps
• FONT: Proxima Nova STYLE: Thin COLOR: #3f3f3f KERNING/TRACKING: Metrics / 30 DECORATION: All caps
• FONT: Proxima Nova STYLE: Regular COLOR: #336666 KERNING/TRACKING: Metrics / 50 DECORATION: All caps
• FONT: Proxima Nova STYLE: Light COLOR: #336666 KERNING/TRACKING: Metrics / 0 DECORATION: U & lc

Logo Usage

• Use of the Cessna logo primarily in a solid white or “knocked out” format. The primary Cessna logo does not use the tagline, “A Textron Company.” This is because Cessna’s affiliation with Textron does not need to be made explicit except in certain situations (See “Textron” on page 17 of this guide).
• Place the logo on a solid background of one of the darker brand colors shown. Choose backgrounds that provide optimum contrast for the logo mark.
• You may place the Cessna logo over a simple, dark picture or photographic image. Place the mark in a “clear area” providing unobtrusive elements and maximum contrast for the mark. DO NOT place the Cessna mark on a pattern or busy background.
• Place the Cessna logo in the bottom right corner of the material.
• Place the Cessna logo in the top left of the page or piece.
• Use the Cessna logo secondarily in a solid color format. Choose one of the darker brand colors shown.
• The Cessna Legacy logo in red and blue can be used for U.S. government and Americana consumer facing communications such as the Veterans Airlift Command. Additional uses of the Cessna Legacy logo include facility signage and Citation Special Olympics Airlift (CSOA) materials.
• Do not stretch the mark horizontally or vertically.
• Do not apply any other color(s) to the type mark.
• Do not place the logo on a busy sky background.
• If a logo must be placed on a sky background, use “clear space” for legibility.

Tone And Messaging

• Messaging in all communications, both internal and consumerfacing, -should reinforce the Cessna brand. Messaging should not detract from or confuse the Cessna brand. The following sections will serve to define Cessna’s messaging guidelines.
• The voice and tone for written communications describes how content should sound to the reader. Three adjectives have been prioritized for each sub-brand and examples are included.
• The voice and tone for Citation communications should reflect that of its target audience. Refer to the Personas section for a detailed description of the Citation target segments.
• SOPHISTICATED CONFIDENT SERIOUS
• The tone is polished, refined, and often elegant. It communicates that Citation is a respected brand. It stirs the emotions and excitement in our customers by communicating the ambiance of private air travel.
• Similar editorial tone to Forbes, The New Yorker, and The Economist
• The tone is self-assured, direct, authoritative, and honest. We know that we create something of great value and our prospects and customers will know that we know. Our confident tone also strengthens the confidence our customers feel in our products — they know their Citation jet is the best of the best in engineering, service, luxury, and safety.
• Similar editorial tone to Rolls-Royce and Tesla Motors
• The price point of Citation jets being in the tens of millions of dollars calls for a serious tone that communicates our understanding of the size of investment we are asking for from prospects and customers.
• Similar editorial tone to Bugatti and Lamborghini
• The voice and tone for Cessna single engine aircraft communications should reflect that of its target audience. Refer to the Personas section for a detailed description of the Cessna single engine aircraft target segments.
• HONEST PASSIONATE KNOWLEDGEABLE
• A direct and confident, honesty comes through in this tone, backed by a legacy of firsts and a secure dominance of the single engine aircraft market.
• Similar editorial tone to Hershey and Toyota Motors
• The tone stirs the emotion in prop fliers by igniting their original dreams of flight. The tone is also approachable and relatable. The friendly personality in the tone reflects the camaraderie the audience enjoys around a shared passion for aviation.
• Similar editorial tone to Harley, Coca-Cola, FedEx, and Southwest Airlines
• The prospects and customers for Cessna single engine aircraft are primarily pilots who are very knowledgeable about the technical details of these aircraft. The tone should convey that we are aware of this fact and can speak with authority and confidence about our products.
• Similar in editorial tone to Apple, Mercedes-Benz, and Johnson & Johnson

Brand Values

• I BRAND Product offerings, prestige, heritage, OPPORTUNITIES years of mastery Provpr+oduct performance value, and competitive edge
• I BRAND Product offerings, prestige, heritage, craftsmanship
• I BRAND Brand reputation and prestige
• I BRAND Reputation, history, heritage, core values
• I BRAND Accessiblity, dependibility, personalized information experience

Visual Style

• Use of the Cessna logo primarily in a solid white or “knocked out” format. The primary Cessna logo does not use the tagline, “A Textron Company.” This is because Cessna’s affiliation with Textron does not need to be made explicit except in certain situations (See “Textron” on page 17 of this guide).
• Place the logo on a solid background of one of the darker brand colors shown. Choose backgrounds that provide optimum contrast for the logo mark.
• You may place the Cessna logo over a simple, dark picture or photographic image. Place the mark in a “clear area” providing unobtrusive elements and maximum contrast for the mark. DO NOT place the Cessna mark on a pattern or busy background.
• Place the Cessna logo in the bottom right corner of the material.
• Place the Cessna logo in the top left of the page or piece.
• Use the Cessna logo secondarily in a solid color format. Choose one of the darker brand colors shown.
• The Cessna Legacy logo in red and blue can be used for U.S. government and Americana consumer facing communications such as the Veterans Airlift Command. Additional uses of the Cessna Legacy logo include facility signage and Citation Special Olympics Airlift (CSOA) materials.
• Do not stretch the mark horizontally or vertically.
• Do not apply any other color(s) to the type mark.
• Do not place the logo on a busy sky background.
• Headlines should be written to match Cessna’s visual type treatment: a two-part headline with the emphasis on the second part. Part one of the headline is rendered in smaller, bold, green type while part two is emphasized with large, thin, white type.
• Set up headlines with part one at 20 pt and part two at 60 pts, which ensures proper proportion. The headline can then be increased or decreased in size depending on the layout.
• FONT: Proxima Nova LEAD-IN STYLE: Bold COLOR: Green KERNING/TRACKING: Metrics / 40 DECORATION: All caps EMPHASIS STYLE: Thin COLOR: White KERNING/TRACKING: Metrics / 0-20 (watch kerning pairs) DECORATION: All caps ALWAYS MANUALLY KERN LETTER PAIRS WHEN FINALIZING YOUR WORK SPACING BETWEEN SPACE: X-height of green type
• Airfoils should not overpower any creative; they should act only as an accent. Give airfoils a transparent tone, never opaque. Transparency can vary depending on background images. They should appear delicate and soft.
• Use airfoils over solid color or gradients to add depth and interest to creative. The airfoils are flexible elements that can be moved around to accommodate content and other visuals on the page. AIRFOILS SHOULD ACT AS AN ACCENT. AIRFOILS MUST HAVE A TRANSPARENT TONE, NEVER OPAQUE. TRANSPARENCY CAN VARY DEPENDING ON BACKGROUND IMAGES. THEY SHOULD APPEAR DELICATE AND SOFT.
• Use airfoils over the Citation sky to add depth and interest to creative. The airfoils are flexible elements that can be moved around to accommodate content and other visuals on the page. AIRFOILS SHOULD ACT AS AN ACCENT. AIRFOILS MUST HAVE A TRANSPARENT TONE, NEVER OPAQUE. TRANSPARENCY CAN VARY DEPENDING ON BACKGROUND IMAGES. THEY SHOULD APPEAR DELICATE AND SOFT.
• The sky used in print is dramatic and bold. The coloring incorporates the Cessna color palette and “pops” the aircraft off the background.
• The deep blue of the Cessna sky differentiates prop-focused materials from jet collateral. With only a few clouds speckled across a blue backdrop, this open sky evokes the pure joy and passion of flying and begs its viewer to make it his playground.
• Alternative sky images acceptable for Cessna propeller aircraft materials are shown here.
• Exterior Cessna product renderings should depict a realistic scene of the aircraft before, during, or after flight. Follow these guidelines: • Always set the rendering in context against one of the dramatic, dimensional Cessna skies provided, never a realistic sky. • Unless the image suggests that a pilot is flying the plane, all windows should be darkened and layered with sky reflections to create a realistic context. • All tail registration numbers should be removed. • All single engine aircraft on the ground should include a stationary propeller. • For propeller aircraft, the model name should appear on the nose to distinguish it. • Creative executions should feature only one aircraft at a time. • When a McCauley propeller is used on an aircraft, the McCauley logo needs to be visible.
• Renderings of the interior of Citation jet and Caravan cabins should always be created in 3/4 perspective. Avoid rendering or shooting head-on or straight through the cabin. Always add a layer of sky to the windows of interior cabin shots for context.
• Aircraft photography should always be cropped in an interesting, visually compelling way that promotes the unique curves and features of each plane.
• Photographs of the interior of Citation jet and Caravan cabins should always be shot in 3/4 view. Avoid straight-on shots—never shoot straight down the cabin.

Iconography

• Icons allow Cessna to quickly distinguish between products, features, and services in a way that is consistent in all mediums and recognizable for consumers around the globe.
• Cessna has three major icon families: 0 SPECIFICATION ICONS AIRCRAFT ICONS SERVICE ICON
• 0 SPECIFICATION ICONS Signify a key performance metric for Cessna’s aircraft € @ A < 0 $ MAX CRUISE SEATING USEFUL TAKEOFF STARTING SPEED CAPACITY LOAD DISTANCE PRICE 16 MAISE @ A -2 1 , $ SPEC ICONS ON MODEL PAGE ON WEBSITE SEATING USEFUL TAKEOFF STARTING SPEED CAPACITY LOAD DISTANCE PRICE □ Cessna_site-spec-icons.ai
• AIRCRAFT ICONS - I !ll"‘Mfl, t;-,@-t.1.‘I <-“lvV’T · ‘•"‘C’”;,,.eA,..,.,1’ r-.1v.,IV/’,tt) ..,.,-.’"(C-to-• <.,….-,c.a.. ., …. Distinguish between Citation Business Jets, Caravan Turboprops, Owerve and Single Engine Aircraft on the site and across related mediums AIRCRAFT ICONS IN MAIN NAVIGATION ON WEBSITE JET CARAVAN SINGLE ENGINE _Citation Jet Icon.ai ClGrand Caravan lcon.ai □ Single Engine icon.ai
• SERVICE ICON Go8@ Citmson.Business.jets Caravan Turboprops Single.Engine:Aircraft Caton.Serice Why.Cessna Companyinio Over-kw Denotes the presence of Citation Service with a global aircraft motif CITATION SERVICE ICON IN MAIN NAVIGATION ON WEBSITE CITATION SERVICE “Citation Service Icon.ai

Layout And Composition

• Airfoils should not overpower any creative; they should act only as an accent. Give airfoils a transparent tone, never opaque. Transparency can vary depending on background images. They should appear delicate and soft.
• Use airfoils over solid color or gradients to add depth and interest to creative. The airfoils are flexible elements that can be moved around to accommodate content and other visuals on the page. AIRFOILS SHOULD ACT AS AN ACCENT. AIRFOILS MUST HAVE A TRANSPARENT TONE, NEVER OPAQUE. TRANSPARENCY CAN VARY DEPENDING ON BACKGRSHOULD’ ] IMAGES. THEY “‘r·o(AR DELICATE AND SOFT CITATION INTERIOR PAGES
• Use airfoils over the Citation sky to add depth and interest to creative. The airfoils are flexible elements that can be moved around to accommodate content and other visuals on the page. AIRFOILS SHOULD ACT AS AN ACCENT. AIRFOILS -” “*:p TRANSPARE[ NE, NEVER OPAQUE. TRANSPARENCY CAN VARY DEPENDING ON BACKGROUND IMAGES. THEY SHOULD APPEAR DELICATE AND SOFT.
• Use airfoils over the Cessna sky to add depth and interest to creative. The airfoils are flexible elements that can be moved around to accommodate content and other visuals on the page. AIRFOILS SHOULD ACT AS AN ACCENT. AIRFOILS MUST HAVE A TRANSTRANS ■eves J21[Due. T TONE, CY CAN 2I VARY DEPENDING Cessna ON BACKGROUND IMAGES. THEY CESSNA ADVERTISING SHOULD APPEAR DELICATE AND SOFT.
• Exterior Cessna product renderings should depict a realistic scene of the aircraft before, during, or after flight. Follow these guidelines: • Always set the rendering in context against one of the dramatic, dimensional Cessna skies provided, never a realistic sky. • Unless the image suggests that a pilot is flying the plane, all windows should be darkened and layered with sky reflections to create a realistic context. • All tail registration numbers should be removed. • All single engine aircraft on the ground should include a stationary propeller. • For propeller aircraft, the model name should appear on the nose to distinguish it. • Creative executions should feature only one aircraft at a time. • When a McCauley propeller is used on an aircraft, the McCauley logo needs to be visible.
• Renderings of the interior of Citation jet and Caravan cabins should always be created jr f¾perspective.Avoid rendering or s g head-on or straight through the cabin. Always add a layer of sky to the windows of interior cabin shots for context.
• Photographs 0. –f f the interior of Citation jet and % view. Avoid straight-on s shoto s -never shoot straig ‘aht down the cabin.
• Aircraft photography should always be cropped in an interesting, visually compelling way that promotes the unique curves and features of each plane.
• Print advertisements for Citation should follow the style guidelines for art elements and photography as well as guidelines shown here for layout and typography. Position the logo in the bottom right HEADLINE EPHASIS ON SECONDARY STATEMENT, corner, include a large call to action, and adhere YOUR FUTURE: SECURED DISPLAYED IN to the style shown here for headlines. WHITE TYPE LARGE CALL TO ACTION WE KEEP YOUR BUSINESS MOVING SUB HEAD AND BODY COPY 7I -LOGO IS POSITIONED AT THE BOTTOM RIGHT Cessna CITATION PRINT ADVERTISING
• Print advertisements for Cessna should follow the style guidelines for art elements and photography as well as guidelines shown here for layout and typography. Position the logo in the bottom right LARGE CALL TO ACTION HEADLINE EPHASIS ON a TAKE ON SECONDARY STATEMENT, corner, include a large call to action, and adhere DISPLAYED IN WHITE TYPE to the style shown here for headlines. 0 TOMORROW’S SKY·.•.··· ·-•· NOTE: Only use e hebe vol [heat v indentation on the headlines when it is essential in layout. IF PRODUCT IMAGE IS ON -TARMAC, PLEASE ENSURE PROPELLER IS AT THE “FLIGHT READY” POSITION: a-IF IMAGE DOES NOT TOP PROP STRAIGHT UP REQUIRE A PILOT, (SEEN HERE) PLEASE DARKEN WINDOWS REDERNING IS AT 3/4 AND SHOT -UPWARDS IN A FISH EYE VIEW PRODUCT IS -ON TARMAC a LOGO IS POSITIONED AT THE BOTTOM RIGHT CESSNA PRINT ADVERTISING
• Style guidelines for tradeshow materials are demonstrated here. Using on-brand typography, colors, and art elements, a bold and professional presence is created. All shows should be designed from the perspective of the consumer approaching the boot at the ground level. Shows should not be designed from overhead layouts of the space.

User Personas

• CUSTOMER PERSONAS Five Personas represent the needs and desires of customers within each of Cessna’s business segments. Personas are models for Cessna buyers. Created from real data, each Persona holds distinctive commonalities among user-oriented interactive needs, expectations, and behavioral mindsets. From the Corporate pilot to the Piston flier, each persona helps facilitate effective creative design and messaging across the Cessna portfolio.
• CORPORATE PILOT BASIC NEEDS Make recommendations and facilitate purchase CORPORATE PILOT MIKE THE MIL AF MA Coordinate service for aircraft Mike is the chief facilitator forthairc eaft pur bmpany is counting on his te hnica BUSINESS SEGMENTS -xpertise and keen eye for performance Mission requirements (OWNER-FLYER (INSTITUTIONAL PURCHASE KEY OPPORTUNITY KEY DESCRIPTION Prove product performance, value, and Mike went into the Air Force at seventeen and became a career pilot. In his twenty-year military career, he flew large transports including the Boeing C-17 Globemaster Ill and the CASA C-295. He has been the chief corporate pilot for HydroCo Petrochemical for eight years, since his retirement from the Air competitive edge. Force. His colleagues and superiors count on him for his experience and knowledge of airplanes down to the smallest details of engines, rudders, elevators, and other controls. Mike has a strong passion for aircraft. PURCHASE PARAMETERS DIGITAL CHANNEL PREFERENCES’ INITIAL TRIGGERS BASIC NEEDS INFLUENCERS BARRIERS @) PERFORMANCE • Need to retire an old jet Make recommendations CEO. CFO. board of • Purch power Computer in thelloet and facilitate purchase directors • Preferences of superiors Engines, avionics, technical components, Tablet • Business expansion • Coordinate service for • Colleagues and pilot’s • Fleet growth aircraft association Smartphone range Mission requirements Experience as a career pilot Facebook ea. $ VALUE Twitter DD Linkedln TC0, cost of maintenance You Tube Flick IEE;ID SERVICE Forum Personal expertise, service centers, parts availability BRAND Product offerings, prestige, heritage, OPPORTUNITIES years of mastery Provpr+oduct performance value, and competitive edge @ AMENITIES Highlight superior service after purchase Cockpit comfort, controls, finishes, 21 streamlined maintenance and service ATextronCompany
• PRIVATE JET OWNER BASIC NEEDS Quality and product excellence Excellent customer service to which he’s accustomed Mission requirements KEY OPPORTUNITY Showcase the level of luxury and technology available in a Citation jet PURCHASE PARAMETERS @ AMENITIES Interior comfort, interior design, highest quality materials, product excellence I BRAND Product offerings, prestige, heritage, craftsmanship SERVICE Convenience, service centers, excellent service level @) PERFORMANCE Avionics, range, speed, specifications $ VALUE Cost of maintenance, TCO
• PRIVATE JET OWN ER INNTHEFRAN IISE OWN Finn is in the market for a private jet, primarily for business use, but he can also use BUSINESS SEGMENTS OWNER-PASSENGER (EXECUTIVE PURCHASE –(INDIVDUAL CONCEPT CUSTOMER it for amily vacations and recreation KEY DESCRIPTION Finn owns a fitness club franchise and has to fly coast to coast often enough that he’s looking for a private jet. His corporation already owns a small midsize jet for executive travel -and for occasional personal use -but Finn is ready to upgrade. For Finn, the best part of owning a corporate jet is the time savings he’ll get from bypassing security -only ten minutes from ground to air -and it’s a tax write-off. Finn’s golf buddy, the owner of a commercial real estate firm, just added a super midsize jet to his fleet and the extra amenities at that price point are definitely something to consider. DIGITAL CHANNEL PREFERENCES’ INITIAL TRIGGERS BASIC NEEDS INFLUENCERS BARRIERS -• Businessexpansio • Quality and product • Friends.andcol eagut • Less familiar with Citation Computer •Achievement to celebrate • Wile product line Tablet III94 • Excellent customer • Family Misconceptions about vervice to which he’s Cessna brand Smartphone • Media Facebook Twitter Linkedln YouTube IE9 Flickr ———Bk a/Forum OPPORTUNITIES Showcase the lev Iol cceae-i luxury and technology $ in a Citation jet Tell a compelling brand story with a focus on Cessna’s 2I commitment to safety ATextronCompany
• EXECUTIVE DECISION MAKER BASIC NEEDS Thorough information, especially concerning initial and ongoing costs EXECUTIVE DECISION MAKER Si .A Silasisthe CFO of a medical device manufacturer and needs to allocate investment capital towards KEY OPPORTUNITY BUSINESS SEGMENTS (EXECUTIVE PURCHASE - CORPORATE CONCEPT CUSTOMER the purchase of a midsize jet torhis team’s expanding travel requirements Highlight the benefits of owning a corporate jet as it relates to ROI KEY DESCRIPTION As the CFO of Pulmonary Pocket Tech, an early-stage medical device manufacturer, Silas and his fellow company officers travel between 200 and 250 days out of the year. A considerable amount of European travel has Silas on the road more days than not, and the jet card program he’s been using no longer meets PURCHASE PARAMETERS the demands of his business. Now that he and his colleagues are negotiating big contracts in Germany, he’s looking into the purchase of a super midsize business jet. The decision to acquire a multimillion-dollar company aircraft is undertaken with painstaking deliberation and meticulous consideration. He cares about $ VALUE value and wants to make the best long-term investment for the future of his company. TCO, resale value, maintenance, ROI DIGITAL CHANNEL PREFERENCES’ INITIAL TRIGGERS BASIC NEEDS INFLUENCERS BARRIERS -@) • •• • inComputer PERFORMANCE Business expansion Thorough informatior Board ol director Purcha g power especially concerning • Competitive analysis Alternative ownership Tablet -Range, speed, avionics, technology, initial and ongoing costs • Colleagues models–jet card fractional, pre-owned Smartphone and innovation Facebook Twitter - SERVICE Linkedln Service centers, cost and convenience, You Tube -maintenance requirements Flicki B, Foru -@ AMENITIES maintenance requirements Interior comfort, design, finishes I BRAND * OPPORTUNITIES Brand reputation and prestige ighlightthe benefit of owning a corporate jet as it relates to ROI Provide efficient access to comparative 2I competitive information ATextronCompany
• CARAVAN BUYER BASIC NEEDS Detailed education and information Specifications and statistics KEY OPPORTUNITY Provide educational tools and detailed information with a focus on the offerings and the commitment of Cessna service. PURCHASE PARAMETERS SERVICE Convenience of service centers, cost of maintenance, expertise of personel I BRAND Reputation, history, heritage, core values & PERFORMANCE Range, payload, avionics, construction, craftsmanship, quality $ VALUE TCO, resale value, cost of maintenance @ AMENITIES Comfort, interior details
• CARAVAN BUYER ANDRE THEAVIATO As the president of a lucrative, family-owned charter service, Andi wants to expand a his business BUSINESS SEGMENTS BUSINESS SERVICE - SINGLE-PROP(TURBO) CUSTOMER with a new capable turboprop aircra KEY DESCRIPTION Andre’s family business has owned numerous prop planes, but for his growing business needs, he wants to move up to a more capable aircraft for carrying large payloads from short, rough strips with good range. He spends hours each day visiting aircraft manufacturers’ websites learning about what he wants. Factors such as climb time and required cruise-power setting greatly influence his preferences. He’s an educated buyer looking for a lot of detail. With family and friends who fly, Andre is also familiar with aviator culture and has a passion for aircraft. DIGITAL CHANNEL PREFERENCES’ INITIAL TRIGGERS BASIC NEEDS INFLUENCERS BARRIERS ———•Personalpassion • Detailed education and imily Purchasing power Computer • Business expansion nformation • Friends and peen Tablet • Specifications and • Colleagues statistics Smartphone Io Facebook tap Twitter Linkedln —–­You Tube Imp Flick Bla / Forum Provide educational ! Ms d detailed information with a focus on the offerings and the commitment of Cessna Service Highlight Cessna’s rich history I ATextronComparry
• PISTON FLIER BASIC NEEDS Detailed education and information Specifications and statistics PISTON FLIER Aftea r promotion to partner at his law firm, Chriis promoting his spersonal interests by taking his KEY OPPORTUNITY BUSINESS SEGMENTS (INDIYDUALCONCEPTCUSTOMER -(SINGLE-PROP (PISTON) CUSTOMER curiosity about piston flying to the next level Prove that owning a Cessna will enrich his life and fulfill one of his dreams without KEY DESCRIPTION breaking the bank. Chris is an attorney who comes from a long line of flight enthusiasts. Now that he’s a partner, he’ll finally have the time to pursue that long-held fascination he’s had with owning his own piston plane. He’s already involved with the Stanford Flying Club where they have a fleet of Cessnas. From everything he’s heard, the whole process of learning to fly, getting a license, and owning a piston aircraft is overwhelming. And he has some concerns about safety. Still, he knows the Cessna brand PURCHASE PARAMETERS from his family history and trusts it as a solid choice for his entry into the world of flight. I BRAND DIGITAL CHANNEL PREFERENCES’ INITIAL TRIGGERS BASIC NEEDS INFLUENCERS BARRIERS Accessiblity, dependibility, personalized -•Detailededucation id Computer information experience Friends and peers Tablet? III9GIN • Specihcations and • Colleagues statistics Smartphone mtgegeggggmemk» @) PERFORMANCE License to ownership too Facebook up overwhelming Safety, modern avionics and design, ease Twitter Linkedln of use YouTube IEE9 SERVICE Flickr e Bl-□/Forum Eductation and orientation, commitment Education and onentation and guidence, expertise of personnel pmmitmentand guidance …..,.,.• …,..,,.. * ’ $ VALUE Operating and mantenance costs, OPPORTUNITIES insurance, resale value Pr< th I .,nmQ a Ct w, ,nnc his life and fulfill one of h dreams s@ AMENITIES without breaking the bank. Provide Comfort, interior details in-depthtraining and education including the brand story of commitment 2I to craftsmanship and owner nurturing ) \c ATextronCompany
• PERSONAS SNAPSHOT CORPORATE PILOT KEY OPPORTUNITY @) Prove product performance, value, and competitive edge. PERSONAS SNAPSHOT PRIVATE JET OWNER KEY OPPORTUNITY @ Showcase the level of luxury and CORPORATE PRIVATE JET CARAVAN PISTON ‘OWNER ease -technology available in a Citation jet. PILOT MAKER exccunveP-2 BUYERFLIER 5-7-MILIT# RY MAN FINN’ HE FRANC ISE DWNE IR HE TORNEY EXECUTIVE DECISION MAKER BASIC NEEDS BASIC NEEDS BASIC NEEDS BASIC NEEDS BASIC NEEDS • Make.rec ndationsand • Quality and product excellence bughinformation, especially • Detailed education and • Detailededu tion and KEY OPPORTUNITY • Excellent customer service to concerning initial and ongoing information • Specications and statistics $ Highlight the benefits of owning a corporate jet as it relates to ROI. $ Casana 7I CARAVAN BUYER KEY OPPORTUNITY KEY OPPORTUNITY KEY OPPORTUNITY KEY OPPORTUNITY KEY OPPORTUNITY KEY OPPORTUNITY ba-\ Provide educational tools and detailed information with a focus on the offerings and the commitment of Cessna service. PISTON FLYER 9 KEY OPPORTUNITY Prove that owning a Cessna will enrich his life and fulfill one of his dreams without breaking the bank. I ATextronComparry

Product Renderings

• Exterior Cessna product renderings should depict a realistic scene of the aircraft before, during, or after flight. Follow these guidelines: • Always set the rendering in context against one of the dramatic, dimensional Citation skies provided, never a realistic sky. • Unless the image suggests that a pilot is flying the plane, all windows should be darkened and layered with sky reflections to create a realistic context. • All tail registration numbers should be removed. • Creative executions should feature only one aircraft at a time.
• LEADING THE WAY FOR TODAY’S LEADERS DARKEN WINDOWS, ADD SKY REFLECTION TO ALL WINDOWS REMOVE ALL TAIL NUMBERS ALWAYS ADD CITATION MODEL LOGO TO THE EXTERIOR LIGHTING SHOULD BE HIGH CONTRAST AND BRIGHT NEVER RENDER FROM UNDER BELLY OF AIRCRAFT
• Preferred angles for Citation Jets 0 GROUNDED, FORWARD FACING GROUNDED, BACKWARD FACING 8 GROUNDED, 3/4 RIGHT GROUNDED, 3/4 LEFT FLYING, 3/4 LEFT @ FLYING, NOSE UP • FLYING, 3/4 RIGHT @ FLYING, NOSE DOWN FLYING, FORWARD FACING
• Exterior Cessna product renderings should depict a realistic scene of the aircraft before, during, or after flight. Follow these guidelines: • Always set the rendering in context against one of the dramatic, dimensional Cessna skies provided, never a realistic sky. • Unless the image suggests that a pilot is flying the plane, all windows should be darkened and layered with sky reflections to create a realistic context. • All tail registration numbers should be removed. • All single engine aircraft on the ground should include a stationary propeller. • For propeller aircraft, the model name should appear on the nose to distinguish it. • Creative executions should feature only one aircraft at a time. • When a McCauley propeller is used on an aircraft, the McCauley logo needs to be visible.
• PROPELLER SHOULD BE STATIONARY AT THE “FLIGHT READY” POSITION: MCCAULEY LOGO VISIBLE WHEN TOP PROP STRAIGHT UP MCCAULEY PROPELLER IS USED REMOVE ALL TAIL NUMBERS -ADD MODEL LOGO PREFERRED RENDER FOR PROP AIRCRAFT IS IN 3/4 FISH EYE VIEW ON THE GROUND
• Renderings of the interior of Citation jet and Caravan cabins should always be created jr f¾perspective.Avoid rendering or s g head-on or straight through the cabin. Always add a layer of sky to the windows of interior cabin shots for context.
• ALWAYS ADD A LAYER OF SKY TO THE WINDOWS
• 3/4 VIEW OF INTERIOR CABIN

Interior Renderings

• Renderings of the interior of Citation jet and Caravan cabins should always be created jr f¾perspective.Avoid rendering or s g head-on or straight through the cabin. Always add a layer of sky to the windows of interior cabin shots for context.
• ALWAYS ADD A LAYER OF SKY TO THE WINDOWS
• 3/4 OF INTERIOR CABIN

Tradeshow Materials

• Style guidelines for tradeshow materials are demonstrated here. Using on-brand typography, colors, and art elements, a bold and professional presence is created.
• All shows should be designed from the perspective of the consumer approaching the boot at the ground level. Shows should not be designed from overhead layouts of the space.
• NOTE: A proof point may be featured in green type below a headline.
• Right justification may be used for short headlines or when it is essential in layout.

Additional Properties