Etihad Airways

Official Websites

• https://www.etihad.com

Brand Guidelines

2014

Brand Summary

Mission

• To deliver the world’s most remarkable travel experiences and transform expectations of air travel, positioning Etihad Airways as the best airline and travel company in the world [^1].

Core Values

• Inspired
• Generosity
• Respect
• Cando

Target Audience

• Global travelers seeking luxury, innovation, and exceptional hospitality, with a focus on individuals who value unique experiences and high standards [^2].

Personality Traits

• Flair
• Guest Orientated
• Proactive

Visual Identity Overview

• The visual identity is defined by a luxurious and professional appearance, featuring gold and black color palettes, geometric patterns inspired by Abu Dhabi, and a custom typeface. The logo is used with strict guidelines for clear space, minimum size, and color applications, ensuring consistency across print, digital, and co-branded environments [^3].

Categories

Brand Voice

• The range and impact of our brand as a global leader in innovation, hospitality and style has been recognised worldwide. This means that it is important for us to always present our image and communication correctly, and in keeping with the personality of our brand, our brand values must be communicated and applied consistently through every interaction and experience.
• These guidelines are designed to standardise the creative approach to support our brand identity and articulate our promise of transforming expectations of air travel.
• I urge you all to follow these guidelines strictly and consistently, making every effort to represent the Etihad Airways brand personality and attitude in everything you do.
• Flair A confident and imaginative touch in everything we do
• Guest Orientated An engaged ‘can’t do enough for you’ attitude
• Proactive Always looking for better, taking action and leading the way

Color Palette

• The full primary colour palette consists of Etihad Black 5C, 2 Golds: Etihad Bright Gold and Etihad Gold Etihad Pearl and White. These colours represent modernity, purity and strength. Pantone Black SC and Gold adds a touch of luxury, and is also inspired by Emirati heritage.
• Gold colour to be used only for Etihad Logo and text on dark back rounds C10 M36 Y96 KO R228 G167 844 HEX #CE4A72C NOTE ETIHAD GOLD & REMEMBER Gold colour applicable for Etihad Logo and text on Ii ht back rounds PANTONE Black SC PANTONE 8640C (Metallic) PANTONE 9060C C42 M69 Y37 K85 C7 M33 Y99 K19 C2 M2 Y6 KS R39 GO 821 R196 G146 827 R252 G251 B245 HEX #270015 HEX #C4921B HEX #FCFBF5 RAL 3007 RAL 1005 RAL 9002
• The secondary colour palette is available for use in addition to primary colours. It can be used across the various channels of distribution such as Tactical/Retail advertising, Websites, Retail, Recruitment, Etihad Holidays etc. It can also be used to accentuate design work i.e Aircraft/ Airport environments where the colour helps to differentiate between different classes of travel, baggage tags, signage applications etc. The colours can only be used as 100% and cannot be used as gradations or metallic. When using a colour from the secondary palette, use only 1 colour in conjunction with the primary palette. Remember -the secondary palette should be used as complementary accents to primary palette only. There may be special exceptions to these proportions."\Ji eg. baggage tags or tactical executions -for easy differentiation. The secondary colour palette should never be used for any Premium Brand/Product/Corporate ATL or BTL communications.
• The CMYK Logo should be used in all applications with the exception of high-end exclusive collateral such as invitations or one colour applications such as corporate stationery. In these special cases, a metallic spot colour version (PANTONE 8640C) should be used.
• IMPORTANT NOTE: The CMYK/RGB values of the Etihad Logo are different depending on the background colour as illustrated on the right.
• It should be only used in a situation where the Logo appears in an animated style in Flash Banners, TVC, video or film end frames with stroke light effect moving across the frame from left to right.
• Black and White or single colour versions In some cases (i.e. black and white newspapers), the colour version of the Logos cannot be printed. In such instances, the Logo should be used in 100% black as shown.
• Premium print applications: PANTONE 8640C Metallic
• To ensure maximum visual impact of the Etihad Logo, the backgrounds against which it can appear are restricted. The recommended version is the PANTONE Black SC background.
• For the application on third-party collaterals such as sponshorship panel, joint or partnership communication, where the Etihad Logo appears directly on photographic backgrounds or their respective brand colours, it must appear in ETIHAD Gold or White for maximum impact.
• All applications require prior approval from Visual Communications.

Typography

• The ‘Etihad Altis’ font is a typeface specially created for Etihad Airways. The creators took inspiration from the Etihad logo.
• The following versions of the typeface have been chosen for usage.
• No substitution of these is acceptable.
• Exceptions appear in the Etihad Inflight magazine and Aspire, where the fonts ‘Walkway’ and ‘Swiss’ are used. These are the only publications where other fonts are permitted.
• NOTE: For all digital applications, a special web version of Etihad Altis is available.
• Wherever the Etihad Altis typeface is not an available option, ‘Trebuchet MS’ is the alternative typeface.
• ‘Trebuchet MS’ should only be used if the Etihad Altis web typeface is not an available option in digital applications such as: Content management/driven systems where ‘Etihad Altis’ cannot be supported. Third-party receivables, where the recipient does not have the font installed on their systems, e.g. PowerPoint presentations for third parties, Word documents, Excel sheets, etc.
• The Arabic font for Etihad is ‘DIN Next for ETIHAD’ and should be used within the Etihad brand.
• The following three versions of the typeface have been chosen for usage.
• NOTE: Please ensure that Arabic numerals are used as opposed to Hindi numerals as illustrated below.

Logo Usage

• In certain markets where Arabic and/or English are not the primary language, a modified logo will be created with the local language.
• Displayed here are the Chinese, Korean, Japanese and Thai versions of the logo. As a rule, only the Arabic is replaced by the alternative language.
• The ‘Abu Dhabi’ descriptor remains in English and the same rules apply on usage of the descriptor.
• The clear space area denotes the area around the logos in which no other type, graphic or photographic elements may appear. The clear space does not affect background colour usage.
• A useful guide for all spatial proportions around the Etihad Logo in Advertising and Collateral is the ‘D’ rule where ‘X’ is the measurement taken from the inside of the ETIHAD ‘D’, as shown below. If in doubt, use the ‘D’ rule to check for consistency, examples of which you will see throughout this document.
• In order to avoid loss of detail or legibility, the minimum size for the reproduction of the logos on all applications must not be less than as indicated on the right.
• The ‘D’ letter from the wordmark is the key element to form minimum or maximum spacing, sizing or margin rules, for most of the templates in these guidelines.
• Incorrect usage of our logo results in the dilution of its overall impact and communication.
• It conveys the wrong image for the brand. Individual discretionary usage of our logo is not permitted.
• The following are a series of application methods of our logo that are not permitted (same rule for both authorised logos).
• DON’T Change the spaces between the elements
• DON’T Distort the elements
• DON’T Cartridge the logo
• DON’T Resize the elements
• Apply any effects DON’T to the Logos
• DON’T Use on faded photographic backgrounds
• DON’T Stretch or extend the elements
• DON’T Change the colour of the elements
• DON’T Use busy photographic backgrounds
• The full primary colour palette consists of Etihad Black 5C, 2 Golds: Etihad Bright Gold and Etihad Gold Etihad Pearl and White. These colours represent modernity, purity and strength. Pantone Black SC and Gold adds a touch of luxury, and is also inspired by Emirati heritage.
• Gold colour to be used only for Etihad Logo and text on dark back rounds
• Gold colour applicable for Etihad Logo and text on Ii ht back rounds
• The CMYK Logo should be used in all applications with the exception of high-end exclusive collateral such as invitations or one colour applications such as corporate stationery. In these special cases, a metallic spot colour version (PANTONE 8640C) should be used.
• IMPORTANT NOTE: The CMYK/RGB values of the Etihad Logo are different depending on the background colour as illustrated on the right.
• It should be only used in a situation where the Logo appears in an animated style in Flash Banners, TVC, video or film end frames with stroke light effect moving across the frame from left to right.
• In some cases (i.e. black and white newspapers), the colour version of the Logos cannot be printed. In such instances, the Logo should be used in 100% black as shown.
• Premium print applications: PANTONE 8640C Metallic
• To ensure maximum visual impact of the Etihad Logo, the backgrounds against which it can appear are restricted. The recommended version is the PANTONE Black SC background.
• For the application on third-party collaterals such as sponshorship panel, joint or partnership communication, where the Etihad Logo appears directly on photographic backgrounds or their respective brand colours, it must appear in ETIHAD Gold or White for maximum impact.
• All applications require prior approval from Visual Communications.

Tone And Messaging

• The range and impact of our brand as a global leader in innovation, hospitality and style has been recognised worldwide. This means that it is important for us to always present our image and communication correctly, and in keeping with the personality of our brand, our brand values must be communicated and applied consistently through every interaction and experience.
• These guidelines are designed to standardise the creative approach to support our brand identity and articulate our promise of transforming expectations of air travel.
• I urge you all to follow these guidelines strictly and consistently, making every effort to represent the Etihad Airways brand personality and attitude in everything you do.
• Inspired: We seek out and imaginatively source the best in the world; open-minded, looking outside the category, to be inspired by people and ideas that make a positive difference.
• Generosity: 5-star hospitality delivered with a spirit of generosity and luxury. As good hosts, we are determined to make your journey special and to indulge you.
• Respect: For every guest. We treat every guest as an individual.
• Cando: The empowered, can do attitude of Abu Dhabi: making things happen; ambitious but always considered.
• Flair: A confident and imaginative touch in everything we do
• Guest Orientated: An engaged ‘can’t do enough for you’ attitude
• Proactive: Always looking for better, taking action and leading the way

Brand Values

• The range and impact of our brand as a global leader in innovation, hospitality and style has been recognised worldwide. This means that it is important for us to always present our image and communication correctly, and in keeping with the personality of our brand, our brand values must be communicated and applied consistently through every interaction and experience.
• I urge you all to follow these guidelines strictly and consistently, making every effort to represent the Etihad Airways brand personality and attitude in everything you do.
• Inspired We seek out and imaginatively source the best in the world; open-minded, looking outside the category, to be inspired by people and ideas that make a positive difference.
• Generosity 5-star hospitality delivered with a spirit of generosity and luxury. As good hosts, we are determined to make your journey special and to indulge you.
• Respect For every guest. We treat every guest as an individual.
• Cando The empowered, can do attitude of Abu Dhabi: making things happen; ambitious but always considered.

Visual Style

• The clear space area denotes the area around the logos in which no other type, graphic or photographic elements may appear. The clear space does not affect background colour usage.
• A useful guide for all spatial proportions around the Etihad Logo in Advertising and Collateral is the ‘D’ rule where ‘X’ is the measurement taken from the inside of the ETIHAD ‘D’, as shown below. If in doubt, use the ‘D’ rule to check for consistency, examples of which you will see throughout this document.
• In order to avoid loss of detail or legibility, the minimum size for the reproduction of the logos on all applications must not be less than as indicated on the right.
• The ‘D’ letter from the wordmark is the key element to form minimum or maximum spacing, sizing or margin rules, for most of the templates in these guidelines.
• Incorrect usage of our logo results in the dilution of its overall impact and communication.
• It conveys the wrong image for the brand. Individual discretionary usage of our logo is not permitted.
• The following are a series of application methods of our logo that are not permitted (same rule for both authorised logos).
• DON’T Change the spaces between the elements
• DON’T Distort the elements
• DON’T Cartridge the logo
• DON’T Resize the elements
• Apply any effects DON’T to the Logos
• DON’T Use on faded photographic backgrounds
• DON’T Stretch or extend the elements
• DON’T Change the colour of the elements
• DON’T Use busy photographic backgrounds
• The ‘Etihad Altis’ font is a typeface specially created for Etihad Airways. The creators took inspiration from the Etihad logo.
• The following versions of the typeface have been chosen for usage.
• No substitution of these is acceptable.
• Exceptions appear in the Etihad Inflight magazine and Aspire, where the fonts ‘Walkway’ and ‘Swiss’ are used. These are the only publications where other fonts are permitted.
• NOTE: For all digital applications, a special web version of Etihad Altis is available.
• Wherever the Etihad Altis typeface is not an available option, ‘Trebuchet MS’ is the alternative typeface.
• ‘Trebuchet MS’ should only be used if the Etihad Altis web typeface is not an available option in digital applications such as: Content management/driven systems where ‘Etihad Altis’ cannot be supported. Third-party receivables, where the recipient does not have the font installed on their systems, e.g. PowerPoint presentations for third parties, Word documents, Excel sheets, etc.
• The Arabic font for Etihad is ‘DIN Next for ETIHAD’ and should be used within the Etihad brand.
• The following three versions of the typeface have been chosen for usage.
• NOTE: Please ensure that Arabic numerals are used as opposed to Hindi numerals as illustrated below.
• The full primary colour palette consists of Etihad Black 5C, 2 Golds: Etihad Bright Gold and Etihad Gold Etihad Pearl and White. These colours represent modernity, purity and strength. Pantone Black SC and Gold adds a touch of luxury, and is also inspired by Emirati heritage.
• The secondary colour palette is available for use in addition to primary colours. It can be used across the various channels of distribution such as Tactical/Retail advertising, Websites, Retail, Recruitment, Etihad Holidays etc. It can also be used to accentuate design work i.e Aircraft/ Airport environments where the colour helps to differentiate between different classes of travel, baggage tags, signage applications etc. The colours can only be used as 100% and cannot be used as gradations or metallic. When using a colour from the secondary palette, use only 1 colour in conjunction with the primary palette. Remember -the secondary palette should be used as complementary accents to primary palette only. There may be special exceptions to these proportions. eg. baggage tags or tactical executions -for easy differentiation. The secondary colour palette should never be used for any Premium Brand/Product/Corporate ATL or BTL communications.
• The CMYK Logo should be used in all applications with the exception of high-end exclusive collateral such as invitations or one colour applications such as corporate stationery. In these special cases, a metallic spot colour version (PANTONE 8640C) should be used.
• IMPORTANT NOTE: The CMYK/RGB values of the Etihad Logo are different depending on the background colour as illustrated on the right.
• It should be only used in a situation where the Logo appears in an animated style in Flash Banners, TVC, video or film end frames with stroke light effect moving across the frame from left to right.
• In some cases (i.e. black and white newspapers), the colour version of the Logos cannot be printed. In such instances, the Logo should be used in 100% black as shown.
• To ensure maximum visual impact of the Etihad Logo, the backgrounds against which it can appear are restricted. The recommended version is the PANTONE Black SC background.
• For the application on third-party collaterals such as sponshorship panel, joint or partnership communication, where the Etihad Logo appears directly on photographic backgrounds or their respective brand colours, it must appear in ETIHAD Gold or White for maximum impact.
• All applications require prior approval from Visual Communications.
• The concept -inspired by the culture, the geography and the innovation of Abu Dhabi -brings together the shapes of the desert landscape, the elegant precision of Islamic design motifs and the geometric patterns inherent in the local architecture, whilst drawing on the powerful equities of the Etihad Logo itself.
• By connecting these facets across a whole canvas we create a backdrop design framework which we call the ‘Facets of Abu Dhabi’.
• The Facets of Abu Dhabi design language is brought to striking effect in our Etihad Airways new aircraft exterior and interiors.
• The facets background can be used in applications such as brochures, invitations, covers or inside pages as suggested below. IMPORTANT NOTE: Each application needs approval from Visual Communications.
• usage of the Golden Facets and strokes are limited to applications when something truly remarkable needs to be visually expressed. Suggested applications are brochure covers and inside pages, packaging for gift items or giveaways, amenities, etc.
• IMPORTANT NOTE: Each application needs approval from Visual Communications.

Layout And Composition

• The clear space area denotes the area around the logos in which no other type, graphic or photographic elements may appear. The clear space does not affect background colour usage.
• A useful guide for all spatial proportions around the Etihad Logo in Advertising and Collateral is the ‘D’ rule where ‘X’ is the measurement taken from the inside of the ETIHAD ‘D’, as shown below. If in doubt, use the ‘D’ rule to check for consistency, examples of which you will see throughout this document.
• In order to avoid loss of detail or legibility, the minimum size for the reproduction of the logos on all applications must not be less than as indicated on the right.
• The ‘D’ letter from the wordmark is the key element to form minimum or maximum spacing, sizing or margin rules, for most of the templates in these guidelines.
• Change the spaces between the elements
• Distort the elements
• Cartridge the logo
• Resize the elements
• Apply any effects DON’T to the Logos
• Use on faded photographic backgrounds
• Stretch or extend the elements
• Change the colour of the elements
• Use busy photographic backgrounds
• To ensure maximum visual impact of the Etihad Logo, the backgrounds against which it can appear are restricted. The recommended version is the PANTONE Black SC background.
• For the application on third-party collaterals such as sponshorship panel, joint or partnership communication, where the Etihad Logo appears directly on photographic backgrounds or their respective brand colours, it must appear in ETIHAD Gold or White for maximum impact.
• All applications require prior approval from Visual Communications.
• The concept -inspired by the culture, the geography and the innovation of Abu Dhabi -brings together the shapes of the desert landscape, the elegant precision of Islamic design motifs and the geometric patterns inherent in the local architecture, whilst drawing on the powerful equities of the Etihad Logo itself.
• By connecting these facets across a whole canvas we create a backdrop design framework which we call the ‘Facets of Abu Dhabi’.
• The facets background can be used in applications such as brochures, invitations, covers or inside pages as suggested below. ,jjjjJ IMPORTANT NOTE: Each application needs approval from Visual Communications.
• usage of the Golden Facets and strokes are limited to applications when something truly remarkable needs to be visually expressed. Suggested applications are brochure covers and inside pages, packaging for gift items or giveaways, amenities, etc.
• IMPORTANT NOTE: Each application needs approval from Visual Communications.

Co Branding

• For the application on third-party collaterals such as sponshorship panel, joint or partnership communication, where the Etihad Logo appears directly on photographic backgrounds or their respective brand colours, it must appear in ETIHAD Gold or White for maximum impact.
• All applications require prior approval from Visual Communications.

Packaging Design

• usage of the Golden Facets and strokes are limited to applications when something truly remarkable needs to be visually expressed. Suggested applications are brochure covers and inside pages, packaging for gift items or giveaways, amenities, etc.
• IMPORTANT NOTE: Each application needs approval from Visual Communications.

Digital Guidelines

• NOTE: For all digital applications, a special web version of Etihad Altis is available.
• Wherever the Etihad Altis typeface is not an available option, ‘Trebuchet MS’ is the alternative typeface.
• ‘Trebuchet MS’ should only be used if the Etihad Altis web typeface is not an available option in digital applications such as: Content management/driven systems where ‘Etihad Altis’ cannot be supported. Third-party receivables, where the recipient does not have the font installed on their systems, e.g. PowerPoint presentations for third parties, Word documents, Excel sheets, etc.
• The CMYK Logo should be used in all applications with the exception of high-end exclusive collateral such as invitations or one colour applications such as corporate stationery. In these special cases, a metallic spot colour version (PANTONE 8640C) should be used.
• IMPORTANT NOTE: The CMYK/RGB values of the Etihad Logo are different depending on the background colour as illustrated on the right.
• Digital Logo It should be only used in a situation where the Logo appears in an animated style in Flash Banners, TVC, video or film end frames with stroke light effect moving across the frame from left to right.
• Black and White or single colour versions In some cases (i.e. black and white newspapers), the colour version of the Logos cannot be printed. In such instances, the Logo should be used in 100% black as shown.
• Animated digital applications (with motion effect)
• Standard print applications/Static digital applications

Print Guidelines

• The clear space area denotes the area around the logos in which no other type, graphic or photographic elements may appear. The clear space does not affect background colour usage.
• A useful guide for all spatial proportions around the Etihad Logo in Advertising and Collateral is the ‘D’ rule where ‘X’ is the measurement taken from the inside of the ETIHAD ‘D’, as shown below. If in doubt, use the ‘D’ rule to check for consistency, examples of which you will see throughout this document.
• In order to avoid loss of detail or legibility, the minimum size for the reproduction of the logos on all applications must not be less than as indicated on the right.
• The ‘D’ letter from the wordmark is the key element to form minimum or maximum spacing, sizing or margin rules, for most of the templates in these guidelines.
• Incorrect usage of our logo results in the dilution of its overall impact and communication.
• It conveys the wrong image for the brand. Individual discretionary usage of our logo is not permitted.
• The following are a series of application methods of our logo that are not permitted (same rule for both authorised logos).
• DON’T Change the spaces between the elements
• DON’T Distort the elements
• DON’T Cartridge the logo
• DON’T Resize the elements
• Apply any effects DON’T to the Logos
• DON’T Use on faded photographic backgrounds
• DON’T Stretch or extend the elements
• DON’T Change the colour of the elements
• DON’T Use busy photographic backgrounds
• The CMYK Logo should be used in all applications with the exception of high-end exclusive collateral such as invitations or one colour applications such as corporate stationery. In these special cases, a metallic spot colour version (PANTONE 8640C) should be used.
• IMPORTANT NOTE: The CMYK/RGB values of the Etihad Logo are different depending on the background colour as illustrated on the right.
• Black and White or single colour versions In some cases (i.e. black and white newspapers), the colour version of the Logos cannot be printed. In such instances, the Logo should be used in 100% black as shown.
• Premium print applications: PANTONE 8640C Metallic
• Standard print applications/Static digital applications
• Cold on PANTONE SC or dark backgrounds
• Cold on white or light backgrounds C7 M33 Y99 K19 R196 G146 B27
• C10 M36 Y96 KO R228 G167 B44
• To ensure maximum visual impact of the Etihad Logo, the backgrounds against which it can appear are restricted. The recommended version is the PANTONE Black SC background.
• For the application on third-party collaterals such as sponshorship panel, joint or partnership communication, where the Etihad Logo appears directly on photographic backgrounds or their respective brand colours, it must appear in ETIHAD Gold or White for maximum impact.
• All applications require prior approval from Visual Communications.

2016

Brand Summary

Mission

• To deliver the world’s most remarkable travel experiences and transform expectations of air travel, positioning Etihad Airways as the best airline and travel company in the world [^1].

Core Values

• Inspired
• Generosity
• Respect
• Cando

Target Audience

• Global travelers seeking luxury, innovation, and exceptional hospitality, with a focus on individuals who value unique experiences and high standards [^2].

Personality Traits

• Flair
• Guest Orientated
• Proactive

Visual Identity Overview

• The visual identity is defined by a luxurious and professional appearance, featuring gold and black color palettes, geometric patterns inspired by Abu Dhabi, and a custom typeface. The logo is used with strict guidelines for clear space, minimum size, and color applications, ensuring consistency across print, digital, and co-branded environments [^3].

Categories

Brand Voice

• The range and impact of our brand as a global leader in innovation, hospitality and style has been recognised worldwide. This means that it is important for us to always present our image and communication correctly, and in keeping with the personality of our brand, our brand values must be communicated and applied consistently through every interaction and experience.
• These guidelines are designed to standardise the creative approach to support our brand identity and articulate our promise of transforming expectations of air travel.
• I urge you all to follow these guidelines strictly and consistently, making every effort to represent the Etihad Airways brand personality and attitude in everything you do.
• Flair A confident and imaginative touch in everything we do
• Guest Orientated An engaged ‘can’t do enough for you’ attitude
• Proactive Always looking for better, taking action and leading the way

Color Palette

• The full primary colour palette consists of Etihad Black 5C, 2 Golds: Etihad Bright Gold and Etihad Gold Etihad Pearl and White. These colours represent modernity, purity and strength. Pantone Black SC and Gold adds a touch of luxury, and is also inspired by Emirati heritage.
• Gold colour to be used only for Etihad Logo and text on dark back rounds C10 M36 Y96 KO R228 G167 844 HEX #CE4A72C NOTE ETIHAD GOLD & REMEMBER Gold colour applicable for Etihad Logo and text on Ii ht back rounds PANTONE Black SC PANTONE 8640C (Metallic) PANTONE 9060C C42 M69 Y37 K85 C7 M33 Y99 K19 C2 M2 Y6 KS R39 GO 821 R196 G146 827 R252 G251 B245 HEX #270015 HEX #C4921B HEX #FCFBF5 RAL 3007 RAL 1005 RAL 9002
• The secondary colour palette is available for use in addition to primary colours. It can be used across the various channels of distribution such as Tactical/Retail advertising, Websites, Retail, Recruitment, Etihad Holidays etc. It can also be used to accentuate design work i.e Aircraft/ Airport environments where the colour helps to differentiate between different classes of travel, baggage tags, signage applications etc. The colours can only be used as 100% and cannot be used as gradations or metallic. When using a colour from the secondary palette, use only 1 colour in conjunction with the primary palette. Remember -the secondary palette should be used as complementary accents to primary palette only. There may be special exceptions to these proportions."\Ji eg. baggage tags or tactical executions -for easy differentiation. The secondary colour palette should never be used for any Premium Brand/Product/Corporate ATL or BTL communications.
• The CMYK Logo should be used in all applications with the exception of high-end exclusive collateral such as invitations or one colour applications such as corporate stationery. In these special cases, a metallic spot colour version (PANTONE 8640C) should be used.
• IMPORTANT NOTE: The CMYK/RGB values of the Etihad Logo are different depending on the background colour as illustrated on the right.
• It should be only used in a situation where the Logo appears in an animated style in Flash Banners, TVC, video or film end frames with stroke light effect moving across the frame from left to right.
• Black and White or single colour versions In some cases (i.e. black and white newspapers), the colour version of the Logos cannot be printed. In such instances, the Logo should be used in 100% black as shown.
• Premium print applications: PANTONE 8640C Metallic
• To ensure maximum visual impact of the Etihad Logo, the backgrounds against which it can appear are restricted. The recommended version is the PANTONE Black SC background.
• For the application on third-party collaterals such as sponshorship panel, joint or partnership communication, where the Etihad Logo appears directly on photographic backgrounds or their respective brand colours, it must appear in ETIHAD Gold or White for maximum impact.
• All applications require prior approval from Visual Communications.

Typography

• The ‘Etihad Altis’ font is a typeface specially created for Etihad Airways. The creators took inspiration from the Etihad logo.
• The following versions of the typeface have been chosen for usage.
• No substitution of these is acceptable.
• Exceptions appear in the Etihad Inflight magazine and Aspire, where the fonts ‘Walkway’ and ‘Swiss’ are used. These are the only publications where other fonts are permitted.
• NOTE: For all digital applications, a special web version of Etihad Altis is available.
• Wherever the Etihad Altis typeface is not an available option, ‘Trebuchet MS’ is the alternative typeface.
• ‘Trebuchet MS’ should only be used if the Etihad Altis web typeface is not an available option in digital applications such as: Content management/driven systems where ‘Etihad Altis’ cannot be supported. Third-party receivables, where the recipient does not have the font installed on their systems, e.g. PowerPoint presentations for third parties, Word documents, Excel sheets, etc.
• The Arabic font for Etihad is ‘DIN Next for ETIHAD’ and should be used within the Etihad brand.
• The following three versions of the typeface have been chosen for usage.
• NOTE: Please ensure that Arabic numerals are used as opposed to Hindi numerals as illustrated below.

Logo Usage

• In certain markets where Arabic and/or English are not the primary language, a modified logo will be created with the local language.
• Displayed here are the Chinese, Korean, Japanese and Thai versions of the logo. As a rule, only the Arabic is replaced by the alternative language.
• The ‘Abu Dhabi’ descriptor remains in English and the same rules apply on usage of the descriptor.
• The clear space area denotes the area around the logos in which no other type, graphic or photographic elements may appear. The clear space does not affect background colour usage.
• A useful guide for all spatial proportions around the Etihad Logo in Advertising and Collateral is the ‘D’ rule where ‘X’ is the measurement taken from the inside of the ETIHAD ‘D’, as shown below. If in doubt, use the ‘D’ rule to check for consistency, examples of which you will see throughout this document.
• In order to avoid loss of detail or legibility, the minimum size for the reproduction of the logos on all applications must not be less than as indicated on the right.
• The ‘D’ letter from the wordmark is the key element to form minimum or maximum spacing, sizing or margin rules, for most of the templates in these guidelines.
• Incorrect usage of our logo results in the dilution of its overall impact and communication.
• It conveys the wrong image for the brand. Individual discretionary usage of our logo is not permitted.
• The following are a series of application methods of our logo that are not permitted (same rule for both authorised logos).
• DON’T Change the spaces between the elements
• DON’T Distort the elements
• DON’T Cartridge the logo
• DON’T Resize the elements
• Apply any effects DON’T to the Logos
• DON’T Use on faded photographic backgrounds
• DON’T Stretch or extend the elements
• DON’T Change the colour of the elements
• DON’T Use busy photographic backgrounds
• The full primary colour palette consists of Etihad Black 5C, 2 Golds: Etihad Bright Gold and Etihad Gold Etihad Pearl and White. These colours represent modernity, purity and strength. Pantone Black SC and Gold adds a touch of luxury, and is also inspired by Emirati heritage.
• Gold colour to be used only for Etihad Logo and text on dark back rounds
• Gold colour applicable for Etihad Logo and text on Ii ht back rounds
• The CMYK Logo should be used in all applications with the exception of high-end exclusive collateral such as invitations or one colour applications such as corporate stationery. In these special cases, a metallic spot colour version (PANTONE 8640C) should be used.
• IMPORTANT NOTE: The CMYK/RGB values of the Etihad Logo are different depending on the background colour as illustrated on the right.
• It should be only used in a situation where the Logo appears in an animated style in Flash Banners, TVC, video or film end frames with stroke light effect moving across the frame from left to right.
• In some cases (i.e. black and white newspapers), the colour version of the Logos cannot be printed. In such instances, the Logo should be used in 100% black as shown.
• Premium print applications: PANTONE 8640C Metallic
• To ensure maximum visual impact of the Etihad Logo, the backgrounds against which it can appear are restricted. The recommended version is the PANTONE Black SC background.
• For the application on third-party collaterals such as sponshorship panel, joint or partnership communication, where the Etihad Logo appears directly on photographic backgrounds or their respective brand colours, it must appear in ETIHAD Gold or White for maximum impact.
• All applications require prior approval from Visual Communications.

Tone And Messaging

• The range and impact of our brand as a global leader in innovation, hospitality and style has been recognised worldwide. This means that it is important for us to always present our image and communication correctly, and in keeping with the personality of our brand, our brand values must be communicated and applied consistently through every interaction and experience.
• These guidelines are designed to standardise the creative approach to support our brand identity and articulate our promise of transforming expectations of air travel.
• I urge you all to follow these guidelines strictly and consistently, making every effort to represent the Etihad Airways brand personality and attitude in everything you do.
• Inspired: We seek out and imaginatively source the best in the world; open-minded, looking outside the category, to be inspired by people and ideas that make a positive difference.
• Generosity: 5-star hospitality delivered with a spirit of generosity and luxury. As good hosts, we are determined to make your journey special and to indulge you.
• Respect: For every guest. We treat every guest as an individual.
• Cando: The empowered, can do attitude of Abu Dhabi: making things happen; ambitious but always considered.
• Flair: A confident and imaginative touch in everything we do
• Guest Orientated: An engaged ‘can’t do enough for you’ attitude
• Proactive: Always looking for better, taking action and leading the way

Brand Values

• The range and impact of our brand as a global leader in innovation, hospitality and style has been recognised worldwide. This means that it is important for us to always present our image and communication correctly, and in keeping with the personality of our brand, our brand values must be communicated and applied consistently through every interaction and experience.
• I urge you all to follow these guidelines strictly and consistently, making every effort to represent the Etihad Airways brand personality and attitude in everything you do.
• Inspired We seek out and imaginatively source the best in the world; open-minded, looking outside the category, to be inspired by people and ideas that make a positive difference.
• Generosity 5-star hospitality delivered with a spirit of generosity and luxury. As good hosts, we are determined to make your journey special and to indulge you.
• Respect For every guest. We treat every guest as an individual.
• Cando The empowered, can do attitude of Abu Dhabi: making things happen; ambitious but always considered.

Visual Style

• The clear space area denotes the area around the logos in which no other type, graphic or photographic elements may appear. The clear space does not affect background colour usage.
• A useful guide for all spatial proportions around the Etihad Logo in Advertising and Collateral is the ‘D’ rule where ‘X’ is the measurement taken from the inside of the ETIHAD ‘D’, as shown below. If in doubt, use the ‘D’ rule to check for consistency, examples of which you will see throughout this document.
• In order to avoid loss of detail or legibility, the minimum size for the reproduction of the logos on all applications must not be less than as indicated on the right.
• The ‘D’ letter from the wordmark is the key element to form minimum or maximum spacing, sizing or margin rules, for most of the templates in these guidelines.
• Incorrect usage of our logo results in the dilution of its overall impact and communication.
• It conveys the wrong image for the brand. Individual discretionary usage of our logo is not permitted.
• The following are a series of application methods of our logo that are not permitted (same rule for both authorised logos).
• DON’T Change the spaces between the elements
• DON’T Distort the elements
• DON’T Cartridge the logo
• DON’T Resize the elements
• Apply any effects DON’T to the Logos
• DON’T Use on faded photographic backgrounds
• DON’T Stretch or extend the elements
• DON’T Change the colour of the elements
• DON’T Use busy photographic backgrounds
• The ‘Etihad Altis’ font is a typeface specially created for Etihad Airways. The creators took inspiration from the Etihad logo.
• The following versions of the typeface have been chosen for usage.
• No substitution of these is acceptable.
• Exceptions appear in the Etihad Inflight magazine and Aspire, where the fonts ‘Walkway’ and ‘Swiss’ are used. These are the only publications where other fonts are permitted.
• NOTE: For all digital applications, a special web version of Etihad Altis is available.
• Wherever the Etihad Altis typeface is not an available option, ‘Trebuchet MS’ is the alternative typeface.
• ‘Trebuchet MS’ should only be used if the Etihad Altis web typeface is not an available option in digital applications such as: Content management/driven systems where ‘Etihad Altis’ cannot be supported. Third-party receivables, where the recipient does not have the font installed on their systems, e.g. PowerPoint presentations for third parties, Word documents, Excel sheets, etc.
• The Arabic font for Etihad is ‘DIN Next for ETIHAD’ and should be used within the Etihad brand.
• The following three versions of the typeface have been chosen for usage.
• NOTE: Please ensure that Arabic numerals are used as opposed to Hindi numerals as illustrated below.
• The full primary colour palette consists of Etihad Black 5C, 2 Golds: Etihad Bright Gold and Etihad Gold Etihad Pearl and White. These colours represent modernity, purity and strength. Pantone Black SC and Gold adds a touch of luxury, and is also inspired by Emirati heritage.
• The secondary colour palette is available for use in addition to primary colours. It can be used across the various channels of distribution such as Tactical/Retail advertising, Websites, Retail, Recruitment, Etihad Holidays etc. It can also be used to accentuate design work i.e Aircraft/ Airport environments where the colour helps to differentiate between different classes of travel, baggage tags, signage applications etc. The colours can only be used as 100% and cannot be used as gradations or metallic. When using a colour from the secondary palette, use only 1 colour in conjunction with the primary palette. Remember -the secondary palette should be used as complementary accents to primary palette only. There may be special exceptions to these proportions. eg. baggage tags or tactical executions -for easy differentiation. The secondary colour palette should never be used for any Premium Brand/Product/Corporate ATL or BTL communications.
• The CMYK Logo should be used in all applications with the exception of high-end exclusive collateral such as invitations or one colour applications such as corporate stationery. In these special cases, a metallic spot colour version (PANTONE 8640C) should be used.
• IMPORTANT NOTE: The CMYK/RGB values of the Etihad Logo are different depending on the background colour as illustrated on the right.
• It should be only used in a situation where the Logo appears in an animated style in Flash Banners, TVC, video or film end frames with stroke light effect moving across the frame from left to right.
• In some cases (i.e. black and white newspapers), the colour version of the Logos cannot be printed. In such instances, the Logo should be used in 100% black as shown.
• To ensure maximum visual impact of the Etihad Logo, the backgrounds against which it can appear are restricted. The recommended version is the PANTONE Black SC background.
• For the application on third-party collaterals such as sponshorship panel, joint or partnership communication, where the Etihad Logo appears directly on photographic backgrounds or their respective brand colours, it must appear in ETIHAD Gold or White for maximum impact.
• All applications require prior approval from Visual Communications.
• The concept -inspired by the culture, the geography and the innovation of Abu Dhabi -brings together the shapes of the desert landscape, the elegant precision of Islamic design motifs and the geometric patterns inherent in the local architecture, whilst drawing on the powerful equities of the Etihad Logo itself.
• By connecting these facets across a whole canvas we create a backdrop design framework which we call the ‘Facets of Abu Dhabi’.
• The Facets of Abu Dhabi design language is brought to striking effect in our Etihad Airways new aircraft exterior and interiors.
• The facets background can be used in applications such as brochures, invitations, covers or inside pages as suggested below. IMPORTANT NOTE: Each application needs approval from Visual Communications.
• usage of the Golden Facets and strokes are limited to applications when something truly remarkable needs to be visually expressed. Suggested applications are brochure covers and inside pages, packaging for gift items or giveaways, amenities, etc.
• IMPORTANT NOTE: Each application needs approval from Visual Communications.

Layout And Composition

• The clear space area denotes the area around the logos in which no other type, graphic or photographic elements may appear. The clear space does not affect background colour usage.
• A useful guide for all spatial proportions around the Etihad Logo in Advertising and Collateral is the ‘D’ rule where ‘X’ is the measurement taken from the inside of the ETIHAD ‘D’, as shown below. If in doubt, use the ‘D’ rule to check for consistency, examples of which you will see throughout this document.
• In order to avoid loss of detail or legibility, the minimum size for the reproduction of the logos on all applications must not be less than as indicated on the right.
• The ‘D’ letter from the wordmark is the key element to form minimum or maximum spacing, sizing or margin rules, for most of the templates in these guidelines.
• Change the spaces between the elements
• Distort the elements
• Cartridge the logo
• Resize the elements
• Apply any effects DON’T to the Logos
• Use on faded photographic backgrounds
• Stretch or extend the elements
• Change the colour of the elements
• Use busy photographic backgrounds
• To ensure maximum visual impact of the Etihad Logo, the backgrounds against which it can appear are restricted. The recommended version is the PANTONE Black SC background.
• For the application on third-party collaterals such as sponshorship panel, joint or partnership communication, where the Etihad Logo appears directly on photographic backgrounds or their respective brand colours, it must appear in ETIHAD Gold or White for maximum impact.
• All applications require prior approval from Visual Communications.
• The concept -inspired by the culture, the geography and the innovation of Abu Dhabi -brings together the shapes of the desert landscape, the elegant precision of Islamic design motifs and the geometric patterns inherent in the local architecture, whilst drawing on the powerful equities of the Etihad Logo itself.
• By connecting these facets across a whole canvas we create a backdrop design framework which we call the ‘Facets of Abu Dhabi’.
• The facets background can be used in applications such as brochures, invitations, covers or inside pages as suggested below. ,jjjjJ IMPORTANT NOTE: Each application needs approval from Visual Communications.
• usage of the Golden Facets and strokes are limited to applications when something truly remarkable needs to be visually expressed. Suggested applications are brochure covers and inside pages, packaging for gift items or giveaways, amenities, etc.
• IMPORTANT NOTE: Each application needs approval from Visual Communications.

Co Branding

• For the application on third-party collaterals such as sponshorship panel, joint or partnership communication, where the Etihad Logo appears directly on photographic backgrounds or their respective brand colours, it must appear in ETIHAD Gold or White for maximum impact.
• All applications require prior approval from Visual Communications.

Packaging Design

• usage of the Golden Facets and strokes are limited to applications when something truly remarkable needs to be visually expressed. Suggested applications are brochure covers and inside pages, packaging for gift items or giveaways, amenities, etc.
• IMPORTANT NOTE: Each application needs approval from Visual Communications.

Digital Guidelines

• NOTE: For all digital applications, a special web version of Etihad Altis is available.
• Wherever the Etihad Altis typeface is not an available option, ‘Trebuchet MS’ is the alternative typeface.
• ‘Trebuchet MS’ should only be used if the Etihad Altis web typeface is not an available option in digital applications such as: Content management/driven systems where ‘Etihad Altis’ cannot be supported. Third-party receivables, where the recipient does not have the font installed on their systems, e.g. PowerPoint presentations for third parties, Word documents, Excel sheets, etc.
• The CMYK Logo should be used in all applications with the exception of high-end exclusive collateral such as invitations or one colour applications such as corporate stationery. In these special cases, a metallic spot colour version (PANTONE 8640C) should be used.
• IMPORTANT NOTE: The CMYK/RGB values of the Etihad Logo are different depending on the background colour as illustrated on the right.
• Digital Logo It should be only used in a situation where the Logo appears in an animated style in Flash Banners, TVC, video or film end frames with stroke light effect moving across the frame from left to right.
• Black and White or single colour versions In some cases (i.e. black and white newspapers), the colour version of the Logos cannot be printed. In such instances, the Logo should be used in 100% black as shown.
• Animated digital applications (with motion effect)
• Standard print applications/Static digital applications

Print Guidelines

• The clear space area denotes the area around the logos in which no other type, graphic or photographic elements may appear. The clear space does not affect background colour usage.
• A useful guide for all spatial proportions around the Etihad Logo in Advertising and Collateral is the ‘D’ rule where ‘X’ is the measurement taken from the inside of the ETIHAD ‘D’, as shown below. If in doubt, use the ‘D’ rule to check for consistency, examples of which you will see throughout this document.
• In order to avoid loss of detail or legibility, the minimum size for the reproduction of the logos on all applications must not be less than as indicated on the right.
• The ‘D’ letter from the wordmark is the key element to form minimum or maximum spacing, sizing or margin rules, for most of the templates in these guidelines.
• Incorrect usage of our logo results in the dilution of its overall impact and communication.
• It conveys the wrong image for the brand. Individual discretionary usage of our logo is not permitted.
• The following are a series of application methods of our logo that are not permitted (same rule for both authorised logos).
• DON’T Change the spaces between the elements
• DON’T Distort the elements
• DON’T Cartridge the logo
• DON’T Resize the elements
• Apply any effects DON’T to the Logos
• DON’T Use on faded photographic backgrounds
• DON’T Stretch or extend the elements
• DON’T Change the colour of the elements
• DON’T Use busy photographic backgrounds
• The CMYK Logo should be used in all applications with the exception of high-end exclusive collateral such as invitations or one colour applications such as corporate stationery. In these special cases, a metallic spot colour version (PANTONE 8640C) should be used.
• IMPORTANT NOTE: The CMYK/RGB values of the Etihad Logo are different depending on the background colour as illustrated on the right.
• Black and White or single colour versions In some cases (i.e. black and white newspapers), the colour version of the Logos cannot be printed. In such instances, the Logo should be used in 100% black as shown.
• Premium print applications: PANTONE 8640C Metallic
• Standard print applications/Static digital applications
• Cold on PANTONE SC or dark backgrounds
• Cold on white or light backgrounds C7 M33 Y99 K19 R196 G146 B27
• C10 M36 Y96 KO R228 G167 B44
• To ensure maximum visual impact of the Etihad Logo, the backgrounds against which it can appear are restricted. The recommended version is the PANTONE Black SC background.
• For the application on third-party collaterals such as sponshorship panel, joint or partnership communication, where the Etihad Logo appears directly on photographic backgrounds or their respective brand colours, it must appear in ETIHAD Gold or White for maximum impact.
• All applications require prior approval from Visual Communications.

Additional Properties