Jetstar Airways

Official Websites

• https://www.jetstar.com
• https://www.jetstar.com/au/en/home
• https://www.jetstar.com/au/en
• https://www.jetstar.com/us/en

Brand Guidelines

2007

Brand Summary

Mission

• To make air travel accessible for all customers by providing the lowest fares with no hidden surprises, delivering a fresh, enjoyable, and refreshing experience focused on customer satisfaction and operational excellence.

Core Values

• Accessible low prices
• Integrity
• Inclusiveness
• Competitiveness
• People-focused
• Innovation

Target Audience

• Primarily leisure travelers who are price sensitive, including those traveling for holidays or visiting friends and relatives, and secondarily budget-conscious business travelers such as small business owners. Key geographies include Australia, New Zealand, Singapore, Thailand, USA (Hawaii), Vietnam, Indonesia, Malaysia, and Japan.

Personality Traits

• Fresh
• Refreshing
• Approachable
• Fun
• Different
• Straightforward
• Open
• Honest
• Vibrant
• Youthful
• Energetic
• Positive
• Upbeat
• Exciting
• Inventive
• Contemporary
• Modern
• Confident
• Strong
• Bold
• Respectful
• Smart
• Clever
• Stylish
• Thoughtful

Visual Identity Overview

• The visual identity is bold, modern, and vibrant, featuring a distinctive orange color palette (Pantone 172c), clean layouts, and the Jetstar logo with a black ‘Jet’ and an orange star. Helvetica Neue is the corporate font, and imagery emphasizes excitement, approachability, and travel. Consistent logo usage, color, and layout guidelines reinforce brand recognition across all touchpoints.

Categories

Brand Voice

• The Jetstar brand stands for: Accessible low prices, Integrity, Inclusiveness, Competitiveness, People-focused (both staff and customers), Innovation
• Personality traits of the Jetstar brand are that it is: Fresh Refreshing, approachable fun and different brand; Straightforward Open, honest, no complications; Vibrant Youthful, energetic, positive and upbeat and open to new ideas; Exciting/inventive Pushing the boundaries, enthusiastic, smart, innovative and dynamic; Contemporary Modern, forward thinking, savvy; Confident Strong, bold, stand by principles; Open Respectful to staff and customers, honest, clear; Smart Clever, stylish and modern yet thoughtful.
• The Jetstar brand is not: Arrogant, Exclusive, Challenging, Aggressive, Cheap, Gimmicky, Trendy
• Service at all customer touchpoints from call centre to check in, cabin crew to customer service should reflect and enhance the basic premise of the Jetstar brand, by at all times reinforcing the key values inherent to Jetstar:
• Fresh Straightforward Fun People focussed And contemporary

Brand Imagery

• The favoured placement of the brandmark for signage and other notices is on a 30º angle, with part of the J and the last part of the star cropped out. This is shown in Picture 3.3
• The logo must never be tilted at any other angle or have different cropping style. The logo should also never be distorted when it is being presented on the tilt. No more than any two corners of the star should ever be cropped in an execution - ie 1 or 2 corners is acceptable, 3 or more are not - so that the star is clearly visible and discernible in all executions.
• Logo must be tilted for: • Signage • Presentations • Some print applications
• Logo must not be tilted when used on: • Uniforms • Forms • Baggage tags

Color Palette

• Jetstar’s corporate colours are Jetstar Mandarin (Pantone 172c), Jetstar Titanium (PMS 431c), Black and White. These colours must always be used whenever the brand mark is present and under no circumstances should another colour be substituted for these colours.
• The colours for print and online usage are shown in Table 3.1
• It is important that the colours in the logo are used appropriately. Some examples of correct usage are shown in Picture 3.4

Typography

• Helvetica Neue is the corporate font for Jetstar. This is used on all advertising and any internal posters which may bear the Jetstar logo and colours. Generally, Helvetica Neue Bold is to be used for headings while body text should be in Helvetica Neue Thin. Samples of these fonts are shown in Table 2.5 and other samples are available in the Advertising Templates and Examples section of this manual.
• Headings Helvetica Neue Bold ABCDEFGHIJKLMNO PQRSTUVWXYZ abcdefghijklmno pqrstuvwxyz 123456789
• Body text Helvetica Neue Thin ABCDEFGHIJKLMNO PQRSTUVWXYZ abcdefghijklmno pqrstuvwxyz 123456789
• This example uses: Happiness is - 40pt Helvetica Neue 86 Heavy Italic Destination - 70pt Helvetica Neue 86 Heavy Italic Price - 124pt Helvetica Neue 86 Heavy Italic
• 9pt Helvetica
• 7pt Helvetica
• Neue 55 Roman
• This example uses: Happines is - 42pt Helvetica Neue 86 Heavy Italic Destination - 134pt Helvetica Neue 86 Heavy Italic Price - 118pt Helvetica Neue 86 Heavy Italic
• This example uses: Happiness is - 50pt Helvetica Neue 86 Heavy Italic Destination - 112pt Helvetica Neue 86 Heavy Italic Price - 180pt Helvetica Neue 86 Heavy Italic
• Flight details - 6pt Helvetica Neue 66 Light Italic Subhead - 22pt Helvetica Neue 86 Heavy Italic Copy- 9.5pt Helvetica Neue 55 Roman Call to action - 14pt Helvetica Neue 55 Roman, URL and telephone number 75 Bold

Logo Usage

• The Jetstar logo is as shown in Picture 3.1
• The brand comprises of the word ‘Jet’, which is in 100% black and is a customised typeface. The star is coloured in Pantone Orange 172c. This should always be in GIF format and never altered or re-created in another form.
• Picture 3.1.1 Shows a variation of the Jetstar Logo for use in Asia, outside Australia. The only variation is the use of the word ‘Jetstar’ in place of ‘Jet’. All other elements remain the same.
• The Jetstar web logo is separate to the website but often included with the Jetstar brandmark. It is shown in Picture 3.2
• The web logo is to never be re-created in another form different to the original file. Its colouring palette is Black, Pantone 172c and Pantone 431c. The web logo is to be used in any advertising which has a call to action to book through Jetstar.com.
• The Jetstar name is one word and always has a capital J, even when used mid-sentence. It should never be written as ‘JetStar’, ‘Jet Star’ or ‘Jet*’. The name should also never be spelt in all capitals. The Jetstar name should not be shortened or changed in any way.
• Wherever the brand appears it should be accompanied by the airline’s tag line -all day, every day, low fares.
• The favoured placement of the brandmark for signage and other notices is on a 30º angle, with part of the J and the last part of the star cropped out. This is shown in Picture 3.3
• The logo must never be tilted at any other angle or have different cropping style. The logo should also never be distorted when it is being presented on the tilt. No more than any two corners of the star should ever be cropped in an execution - ie 1 or 2 corners is acceptable, 3 or more are not - so that the star is clearly visible and discernible in all executions.
• Logo must be tilted for: • Signage • Presentations • Some print applications
• Logo must not be tilted when used on: • Uniforms • Forms • Baggage tags
• Jetstar’s corporate colours are Jetstar Mandarin (Pantone 172c), Jetstar Titanium (PMS 431c), Black and White. These colours must always be used whenever the brand mark is present and under no circumstances should another colour be substituted for these colours.
• It is important that the colours in the logo are used appropriately. Some examples of correct usage are shown in Picture 3.4
• The logo may be embossed or embellished, as shown in Picture 3.4. This may only be done where there is a single tone embellishment.
• The logo may also be used in photographic images but must be assessed on a case by case basis. Dense images may permit reversing the logo out, whereas lighter images should use the master black and orange logo. Examples of these uses are shown in Picture 3.6
• Please refer to Table 3.4 for examples of incorrect usage of the brandmark.
• The Jetstar brand must stand on its own and not be crowded out by other graphics, typography or any other illustration when used. The correct clearance is a half the size of the capital ‘J’ in the logo. This is demonstrated in Picture 3.5. This clearance area must be consistently used all around the logo.
• There is also a clearance space required for use with other corporate logos. The minimum requirement is a full J cap clearance around the logo. This is demonstrated in Picture 3.6.
• All uses of the Jetstar brand with another corporate logo must be approved by the Licensor before publishing.

Tone And Messaging

• Jetstar is a business founded on a few key principles, and one of those key principles is the importance of our brand in positioning us, our service and our product in a way that meaningfully delivers differentiation for us in the aviation market - one that is growingly complex and competitive in every market we serve. The Jetstar brand allows us to provide customers with a clear understanding of who we are, and what to expect from us.
• We can only build our brand in the minds of our customers when we speak the same language in every market, touchpoint and customer moment, allowing everyone who speaks to us or travel with us a clear understanding of the promise we make.
• A promise of vibrant, refreshing, and fun air travel at the lowest prices.
• When we all speak the language of innovation, and customer service from the heart of one brand, our customers know instantly what we stand for, what we deliver and why Jetstar is one of the very best airlines in the world today.
• Our challenge as a company is to let the world know that and to make sure that we communicate with one strong voice, wherever we are, celebrating all the facets of who we are. When we do this we will own “vibrant, refreshing, and fun air travel at the lowest prices” in the minds and hearts of our customers.
• Jetstar is an airline committed to making air travel accessible to all customers by providing the lowest fares with no hidden surprises. With a fresh and open approach to business focused on the customer, travelling with Jetstar is an enjoyable and refreshing experience.
• The Jetstar brand stands for: Accessible low prices, Integrity, Inclusiveness, Competitiveness, People-focused (both staff and customers), Innovation
• Personality traits of the Jetstar brand are that it is: Fresh Refreshing, approachable fun and different brand; Straightforward Open, honest, no complications; Vibrant Youthful, energetic, positive and upbeat and open to new ideas; Exciting/inventive Pushing the boundaries, enthusiastic, smart, innovative and dynamic; Contemporary Modern, forward thinking, savvy; Confident Strong, bold, stand by principles; Open Respectful to staff and customers, honest, clear; Smart Clever, stylish and modern yet thoughtful.
• The Jetstar brand is not: Arrogant, Exclusive, Challenging, Aggressive, Cheap, Gimmicky, Trendy
• Service at all customer touchpoints from call centre to check in, cabin crew to customer service should reflect and enhance the basic premise of the Jetstar brand, by at all times reinforcing the key values inherent to Jetstar:
• Fresh Straightforward Fun People focussed And contemporary

Brand Values

• The Jetstar brand stands for: Accessible low prices, Integrity, Inclusiveness, Competitiveness, People-focused (both staff and customers), Innovation
• Personality traits of the Jetstar brand are that it is: Fresh Refreshing, approachable fun and different brand Straightforward Open, honest, no complications Vibrant Youthful, energetic, positive and upbeat and open to new ideas Exciting/inventive Pushing the boundaries, enthusiastic, smart, innovative and dynamic Contemporary Modern, forward thinking, savvy Confident Strong, bold, stand by principles Open Respectful to staff and customers, honest, clear Smart Clever, stylish and modern yet thoughtful.
• The Jetstar brand is not: Arrogant, Exclusive, Challenging, Aggressive, Cheap, Gimmicky, Trendy
• Service at all customer touchpoints from call centre to check in, cabin crew to customer service should reflect and enhance the basic premise of the Jetstar brand, by at all times reinforcing the key values inherent to Jetstar: Fresh Straightforward Fun People focussed And contemporary

Visual Style

• The favoured placement of the brandmark for signage and other notices is on a 30º angle, with part of the J and the last part of the star cropped out. This is shown in Picture 3.3
• The logo must never be tilted at any other angle or have different cropping style. The logo should also never be distorted when it is being presented on the tilt. No more than any two corners of the star should ever be cropped in an execution - ie 1 or 2 corners is acceptable, 3 or more are not - so that the star is clearly visible and discernible in all executions.
• Logo must be tilted for: • Signage • Presentations • Some print applications
• Logo must not be tilted when used on: • Uniforms • Forms • Baggage tags

Layout And Composition

• The favoured placement of the brandmark for signage and other notices is on a 30º angle, with part of the J and the last part of the star cropped out. This is shown in Picture 3.3
• The logo must never be tilted at any other angle or have different cropping style. The logo should also never be distorted when it is being presented on the tilt. No more than any two corners of the star should ever be cropped in an execution - ie 1 or 2 corners is acceptable, 3 or more are not - so that the star is clearly visible and discernible in all executions.
• Logo must be tilted for: • Signage • Presentations • Some print applications
• Logo must not be tilted when used on: • Uniforms • Forms • Baggage tags

Co Branding

• The Jetstar brand must stand on its own and not be crowded out by other graphics, typography or any other illustration when used. The correct clearance is a half the size of the capital ‘J’ in the logo. This is demonstrated in Picture 3.5. This clearance area must be consistently used all around the logo.
• There is also a clearance space required for use with other corporate logos. The minimum requirement is a full J cap clearance around the logo. This is demonstrated in Picture 3.6.
• All uses of the Jetstar brand with another corporate logo must be approved by the Licensor before publishing.

Livery Design

• All aircraft shall bear the primary Jetstar livery.
• Minor adaptations may be permissible subject to agreement by Jetstar, the licensor.
• Current livery - this is the current aircraft livery, which can be continue to be used.
• All new aircraft commissioned, should be with the updated livery shown below:
• Subject to specific variation - agreed in writing between the Licensor and the Licensee, a transitional launch livery - to move from an old brand to the Jetstar brand, as shown below, is permissible:
• The exact livery and duration of the transitional livery is subject to agreement in writing from the Licensor.
• All aircraft should bear the distinctively clean, and bright aircraft interiors, with Jetstar’s famously comfortable leather seats.

Uniform Design

• All uniforms should exactly match the primary uniform design.
• Logo must not be tilted when used on: • Uniforms • Forms • Baggage tags

Service Style

• Service at all customer touchpoints from call centre to check in, cabin crew to customer service should reflect and enhance the basic premise of the Jetstar brand, by at all times reinforcing the key values inherent to Jetstar:
• Fresh Straightforward Fun People focussed And contemporary

Promotional Mechanics

• Common customer experiences are key to consistency of customer experience across the Jetstar network. Some examples of marketing programmes that impact customer experience are: • Price Guarantee • StarKids • Carbon offsets • Inflight Magazine
• The price guarantee is a marketing program which is designed to support our messaging as the leading low fares airline in the Asian region. The basic premise is that if a passenger finds a competitor’s fare lower than a Jetsaver fare that they will receive double the difference between the fares if they purchase the Jetsaver fare. This is given in a voucher which can be used for future travel only on Jetstar.
• Principally the program is run to reinforce, tangibly, Jetstar’s position as the leading low fares carrier in each market it serves.
• Maintains market exposure as low-fares leader Build customer perception and preference for Jetstar Drives future travel
• Passengers must have proof of lower fare available within 1 hour of Jetstar departure Claims call centre driven for controllership Automated system for delivering vouchers Web/call centre for redeeming vouchers
• StarKids is a strategic partnership Jetstar has with World Vision. This is a program which is focused on collecting money which goes to support World Vision’s child support and poverty reduction programs in Southeast Asia, with a focus on those countries which Jetstar currently flies to. This is both an internal and an external marketing program, with both passengers and staff encouraged to donate and be involved with StarKids programs.
• The objectives of StarKids are linked with engaging the Jetstar brand with World Vision’s focus on poverty reduction. This is aimed at differentiating the Jetstar brand in such a way as to build brand loyalty and also awareness of some of the destinations Jetstar flies to, including Vietnam. There is also the mutual goal of expanding the reach of both the World Vision and Jetstar brands.
• • Gives wider exposure to the brand and links with philanthropic projects • Gives back to children in some of the countries JQ flies to • Commercial alignment and arrangements with one of the world’s largest NGOs.
• • Pay roll giving allowing staff to make donations to StarKids • Collect on board methods require procedures for collections and banking of funds
• An opt-in, customer carbon offset scheme where passengers may pay to have the CO2 emissions created by their travel offset by funding carbon abatement projects. The offer is embedded in the booking process to increase customer uptake and simplify the customer process.
• • Deliver against corporate social responsibility mandate • Improve brand perceptions • Increases the choice available to passengers, including those who are environmentally conscious
• • Web interface within booking system to give the option to pay for offset • Accreditation by the appropriate regulators, which involves an Emissions Life Cycle Assessment • Establishment of an appropriate structure to hold the funds generated and to manage the spend on abatement projects
• Complimentary inflight magazine with feature articles, advertising and information Objectives Improves inflight customer experience Delivers revenue stream Provides key brand and product messages and reinforcement for the customer
• Publishing resource in house Contract arrangement with magazine publisher

Internal Aircraft Branding

• All aircraft should bear the distinctively clean, and bright aircraft interiors, with Jetstar’s famously comfortable leather seats.

Additional Properties