Melbourne Airport

Official Websites

• https://www.melbourneairport.com.au

Brand Guidelines

2018

Brand Summary

Mission

• The Melbourne Airport brand presents our company to the world. It is what we look like, what we say, and it is supported by our behaviour. The guidelines are intended to ensure a unified, professional, and sophisticated brand presence across all touchpoints [^1].

Core Values

• professionalism
• sophistication
• modernity
• innovation
• flexibility
• inclusiveness

Target Audience

• Travellers, business partners, retailers, and stakeholders engaging with Melbourne Airport, including local and international clients [^2].

Personality Traits

• confident
• contemporary
• dynamic
• flexible
• authentic

Visual Identity Overview

• The visual identity is defined by a strong and confident logo, a refined and sophisticated color palette inspired by the airport and Melbourne, consistent use of modern typography (Avenir and Arial), dynamic and authentic photography, and flexible layouts for various brand applications. The brand emphasizes clarity, contrast, and a contemporary look across all collateral [^3].

Categories

Brand Voice

• A conversational tone of voice is used with our retail level of messaging. A highlight can be applied to add interest to a particular word or section with a white colouring in contrast to the Industrial Grey.

Brand Imagery

• The photography should be used to support the brand and show Melbourne Airport in a dynamic way with an emphasis on angles, perspective and movement. Focusing on airport infrastructure, people and the environment, the photography should portray Melbourne Airport as a contemporary and sophisticated place.
• Our photography principles are built around Melbourne’s unique lifestyle, people and environment. The imagery should feature iconic landmarks and events that are distinctly Melbourne. Our images should portray Melbourne as a vibrant, sophisticated and cultural rich city.
• The retail photography style is built around the principles of people, movement, product focus and inclusiveness. Our images should portray Melbourne Airport as a contemporary, dynamic and sophisticated place. We seek to use images with interesting crops and angles, shot with a candid, authentic tone to feel iconically Melbourne.
• Products highlighted in our photography should feel natural and un-posed, often with short depth of field. Faces are often avoided in order to hero the product and lifestyle, depicting a scene that customers can realistically place themselves in.
• Colour in the photography should aim to feel natural and without artificial saturation. If the colour composition feels too bright overall, or working with images with too much colour vibrancy, the saturation should be reduced to ensure the tone is maintained.
• The composition for multiple images within the retail campaign is flexible like the Melbourne Airport brand. The gallery composition should use a variety of sizes for the images to create interest and movement within the collateral. The composition can change from one application to the next dependent on the size of the artwork and best crop for the images. On the following pages you will see a variety of different compositions that can be utilised.

Color Palette

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Typography

• To ensure clarity of all brand communications, the Melbourne Airport brand’s typography and its use should be consistent. The brand typeface is Avenir and is to be used across all communication material. It reflects our brand’s sophistication, modernity and innovation.
• Main headlines: Avenir Heavy and sentence case
• Large statement paragraphs: Avenir Medium and sentence case
• Body copy: Avenir Book and sentence case
• Avenir Book 80pt Medium 80pt Heavy 80pt
• Below is a statement in Avenir 15pt Medium
• These are the basic typographic rules when producing communication materials.
• Avenir Heavy 40pt sentence case
• Leading: 40pt
• Tracking: -15
• Avenir Medium 25pt sentence case Leading: 28pt
• Avenir Book 10pt sentence case Leading: 13pt Tracking: -15
• Our fall-back brand font is Arial and is to be used whenever Avenir is unavailable for instance on PC driven applications like PowerPoint and Word. The same basic typography rules apply as on the previous page.
• Main headlines: Arial Bold and sentence case
• Large statement paragraphs: Arial Regular and sentence case
• Body copy: Arial Regular and sentence case
• Arial 80pt Regular 80pt Bold 80pt
• Below is a statement in Arial 15pt Regular
• Avenir is the primary typeface, however when this is not possible, Arial is the fall-back font.
• We generally set our body copy at 10pt with 13pt leading to give it a little more space than standard.
• Aviation has it’s own distinctive rules for utilising the Melbourne Airport’s brand font Avenir.
• Primarily featured in a Light weight to ensure the airport is portrayed in a sophisticated manner that showcases us as the benchmark within the sector.
• Lead in: Avenir Medium in all caps
• Headings and large statement paragraphs: Avenir Light and sentence case
• Body copy: Avenir Light and sentence case
• Avenir Medium 9/13 all caps Tracking: 100
• Avenir Light 30/35 sentence case Tracking: -15
• Avenir Light 10/13 sentence case Tracking: -15
• Retail Typography # This is how we create hierarchy within our headline.
• A conversational tone of voice is used with our retail level of messaging. A highlight can be applied to add interest to a particular word or section with a white colouring in contrast to the Industrial Grey.
• Avenir Light 10/13 sentence case Tracking: -15 to the Industrial Grey. Large statement or pull out quote uptae pliquod ut et modist, et doluptam ea vent
• Melbourne Airport Retail uses primarily Avenir Light across the board, and is flexible
• Avenir Light across the board, and is flexible harum quae provit dolut et in alignment, either left, centred or right aligned depending on application.
• Avenir Light 40/40 sentence case
• Main headlines: Avenir Light and sentence case
• Large statement paragraphs: Avenir Light and sentence case

Logo Usage

• The Melbourne Airport primary logo is the main asset and key identifier for our brand. The word mark appears in upper case, it is strong and confident.
• In addition to the primary logo, we have two secondary Melbourne Airport logos. These are only to be used when it is not possible to use the primary logo, for instance to assist with legibility at small sizes.
• Common uses for these may be in a logo grid lock-up or small online advertising.
• Just as we adapt to the needs of travellers, our brand needs flexibility to represent us in the best possible way within each context. This is key to the strength and success of our brand. The logo can be positioned in any corner of a given design provided there is sufficient contrast and preferably alignment with other elements. The examples below show alternative logo positioning in different contexts.
• To ensure bold and clear representation of the Melbourne Airport brand, there should always be an area of clear space around the identity separating it from any other text and graphics. This space should be no less than the height of the ‘M’ of the Melbourne Airport mark on all sides as demonstrated.
• The horizontal Melbourne Airport logo should not be used in any situation at a size smaller than 35mm in overall width. The two stacked versions should not be used at a size any smaller than 20mm in width.
• To maintain a unified appearance, the logo must always be reproduced in accordance with the rules specified in this style guide. Never create your own logo and always use the supplied master artwork.
• Place the logo on image backgrounds that have sufficient simplicity and contrast
• Use the logo in Melbourne Airport Gold on Melbourne Airport Charcoal
• Reverse the logo out on dark tones
• Use the stacked version when small to maximise legibility
• Use the logo in Melbourne Airport Charcoal or black on light tones
• Stretch or pinch the logo
• Modify the colour
• Use in low resolution
• Distort or treat with filters
• Reverse out of a busy image
• Include any additional elements

Tone And Messaging

• A conversational tone of voice is used with our retail level of messaging. A highlight can be applied to add interest to a particular word or section with a white colouring in contrast to the Industrial Grey.
• Melbourne Airport Retail uses primarily Avenir Light across the board, and is flexible in alignment, either left, centred or right aligned depending on application.
• The retail photography style is built around the principles of people, movement, product focus and inclusiveness. Our images should portray Melbourne Airport as a contemporary, dynamic and sophisticated place. We seek to use images with interesting crops and angles, shot with a candid, authentic tone to feel iconically Melbourne.
• Products highlighted in our photography should feel natural and un-posed, often with short depth of field. Faces are often avoided in order to hero the product and lifestyle, depicting a scene that customers can realistically place themselves in.
• Colour in the photography should aim to feel natural and without artificial saturation. If the colour composition feels too bright overall, or working with images with too much colour vibrancy, the saturation should be reduced to ensure the tone is maintained.

Visual Style

• The Melbourne Airport primary logo is the main asset and key identifier for our brand. The word mark appears in upper case, it is strong and confident.
• In addition to the primary logo, we have two secondary Melbourne Airport logos. These are only to be used when it is not possible to use the primary logo, for instance to assist with legibility at small sizes.
• Common uses for these may be in a logo grid lock-up or small online advertising.
• Just as we adapt to the needs of travellers, our brand needs flexibility to represent us in the best possible way within each context. This is key to the strength and success of our brand. The logo can be positioned in any corner of a given design provided there is sufficient contrast and preferably alignment with other elements. The examples below show alternative logo positioning in different contexts.
• To ensure bold and clear representation of the Melbourne Airport brand, there should always be an area of clear space around the identity separating it from any other text and graphics. This space should be no less than the height of the ‘M’ of the Melbourne Airport mark on all sides as demonstrated.
• The horizontal Melbourne Airport logo should not be used in any situation at a size smaller than 35mm in overall width. The two stacked versions should not be used at a size any smaller than 20mm in width.
• To maintain a unified appearance, the logo must always be reproduced in accordance with the rules specified in this style guide. Never create your own logo and always use the supplied master artwork.
• Place the logo on image backgrounds that have sufficient simplicity and contrast
• Use the logo in Melbourne Airport Gold on Melbourne Airport Charcoal
• Reverse the logo out on dark tones
• Use the stacked version when small to maximise legibility
• Use the logo in Melbourne Airport Charcoal or black on light tones
• Stretch or pinch the logo
• Modify the colour
• Use in low resolution
• Distort or treat with filters
• Reverse out of a busy image
• Include any additional elements
• Our primary colour palette is refined and sophisticated, inspired by the design of the airport. The Melbourne Airport Charcoal is our key brand colour and should be used in the majority of branded applications.
• When it is appropriate to use a highlight colour, gold is our preferred option. We recommend using a Pantone colour or foil for the gold to achieve the most sophisticated finish. For digital applications the gold gradient should be used.
• Single colour: 95% Black CMYK: 55 39 38 83 RGB: 53 55 53 #353735 Pantone: 447
• CMYK: 0 0 0 0 RGB: 255 255 255 #FFFFFF
• CMYK: 6 15 41 10 RGB: 211 188 141 #D3BC8D Pantone: 466 Pantone Metallic: 10342 Foil: Milford Astor GFE 001 GOLD
• CMYK: Point A: 20 27 56 5 Point B: 0 10 26 0 RGB: Point A: 196 171 122 Point B: 255 229 192
• The secondary colour palette has been inspired by Melbourne. A colour palette that is as diverse as the city. These colours should be used to compliment the primary palette in a conservative manner. Their purpose should be as highlight colours, for instance on charts, icons and maps. They should not be used as background colours.
• Half-tone colour palette is to be used only when a broader palette is required such as for graphs and tables.
• To ensure clarity of all brand communications, the Melbourne Airport brand’s typography and its use should be consistent. The brand typeface is Avenir and is to be used across all communication material. It reflects our brand’s sophistication, modernity and innovation.
• Avenir Heavy and sentence case
• Avenir Medium and sentence case
• Avenir Book and sentence case
• Avenir Book 80pt Medium 80pt Heavy 80pt
• Below is a statement in Avenir 15pt Medium
• These are the basic typographic rules when producing communication materials.
• Avenir Heavy 40pt sentence case
• Leading: 40pt
• Tracking: -15
• Avenir Medium 25pt sentence case Leading: 28pt
• Avenir Book 10pt sentence case Leading: 13pt Tracking: -15
• Our fall-back brand font is Arial and is to be used whenever Avenir is unavailable for instance on PC driven applications like PowerPoint and Word. The same basic typography rules apply as on the previous page.
• Main headlines: Arial Bold and sentence case
• Large statement paragraphs: Arial Regular and sentence case
• Body copy: Arial Regular and sentence case
• Arial 80pt Regular 80pt Bold 80pt
• Below is a statement in Arial 15pt Regular
• The photography should be used to support the brand and show Melbourne Airport in a dynamic way with an emphasis on angles, perspective and movement. Focusing on airport infrastructure, people and the environment, the photography should portray Melbourne Airport as a contemporary and sophisticated place.

Layout And Composition

• The logo can be positioned in any corner of a given design provided there is sufficient contrast and preferably alignment with other elements. The examples below show alternative logo positioning in different contexts.
• To ensure bold and clear representation ofthe Melbourne Airport brand, there should always be an area of clear space around the identity separating it from any other text and graphics. This space should be no less than the height of the ‘M’ of the Melbourne Airport mark on all sides as demonstrated.
• The horizontal Melbourne Airport logo should not be used in any situation at a size smaller than 35mm in overall width. The two stacked versions should not be used at a size any smaller than 20mm in width.
• On our corporate stationery we generally position our logo top left. We position our contact information at the bottom of the page left aligned with our logo.
• We generally set our body copy at 10pt with 13pt leading to give it a little more space than standard.
• Varying the scale of objects and images and use of negative space gives the document energy.
• We avoid using large slabs of copy, preferring to use images, charts and icons to communicate with short, concise messages.
• Spacing requirements as indicated, text and CTA are left aligned. Copy uses Headline font and body copy font. Character limit 400.
• Single Column Copy 14pt 35 px 25 px As voluptatur magnatus. ldel ex eius, acestis explici lignietur a si unto valor assime doloreribus, que pa peliquam fugia quatibea quis amus est volorep erepudition event. 30 px es.II.iz:tad 35 px
• Image is full width (600 px wide) and can be of any height.
• Flight heading sits centred within 600 W x 80 px H panel.
• Body copy and CTA / text links are left-aligned. Image is 265 px width x varied height.
• Spacing requirements as indicated. Image is 300 px wide. Background colours will differ depending on the section. CTA button will be white if against coloured background, and gold/ charcoal against white background.
• Spacing requirements as indicated. From left to right, images are 200 px wide, 198 px wide, and 200px wide. Background colours will differ depending on the section. CTA button will be white if against coloured background, and gold/ charcoal against white background.
• Spacing requirements as indicated. From left to right, images are 300 px wide and 299px wide. Background colours will differ depending on the section. CTA button will be white if against coloured background, and gold / charcoal against white background.
• Uses Hero CTA Button size in gold, charcoal or white. Light grey background is optional depending on the use.
• Examples of different coloured modules built using ‘Section Heading’, ‘Three Column’, ‘Article Image Left’, ‘Article Image Right’, and ‘Two Column’ modules. Please refer to those module’s specifications.
• Uses footer copy size. Icons size are varied width x 23 px.
• Repeating pattern design visible from both sides of glazing. Colour application requires minimum 30% contrast to environment/built-form.
• Minimum height: 100mm

Brand Applications

• We have two versions of the business cards, one tailored toward local clients and the other toward our Asian clients.
• Standard business card Printed on Colorplan Ebony Black. White foil logo. White printed text.
• Asia business card (combination) Printed on Colorplan Dark Grey. Gold foil logo both sides. White printed text both sides (one side English, one side Mandarin).
• Asia business card (English only) Printed on Colorplan Dark Grey. Gold foil logo. White printed text.
• We have a separate approach to business cards for the property team incorporating their asset portfolio branding.
• Property business card Details on Colorplan Ebony Black. White foil logo. White printed text. Asset branding printed CMYK on white stock. Duplex mounted. Front Linc Horton Chief of Property Airport Management Level 2, T2, Melbourne Airport 3045 T +61 3 9297 1162 M +61 429 178 855 linc.horton@melair.com.au melbourneairport.com.au Back (5 x variations)
• On our corporate stationery we generally position our logo top left. We position our contact information at the bottom of the page left aligned with our logo. Our logo colour is Melbourne Airport Charcoal and our contact information is Melbourne Airport Charcoal at 40% tint.
• Avenir is the primary typeface, however when this is not possible, Arial is the fall-back font.
• We generally set our body copy at 10pt with 13pt leading to give it a little more space than standard.
• Here is an example of an official Melbourne Airport Media Release.
• For further information please contact Melbourne Airport media on +61 3 9335 3666.
• Here a re some example pages from the Melbourne Airport presentation template. This is designed to be an visually engaging and dynamic document. Varying the scale of objects and images and use of negative space gives the document energy.
• We avoid using large slabs of copy, preferring to use images, charts and icons to communicate with short, concise messages.
• These examples demonstrate the correct principles of using the graphic elements in combination for PowerPoint covers. Please always use the templates provided. It is not a requirement that an image always appears on the cover. If no suitable image is available the graphic cover is a good alternative.
• The template opposite includes the Melbourne Airport brand only.
• The template opposite includes the Melbourne Airport brand in conjunction with the Australia Pacific Airports and Launceston Airport brands.
• We send regular updates to our customers using our custom designed EDM template. The elegant template ensures our brand look and feel remains across all platforms.
• Here is an example showing how our EDM is made up of various elements and modules.
• Logo Treatment Size: 198 x 40 px
• Font(s) Headline Arial Regular (28px, bold) Heading 1 Arial Regular (20px, bold) Heading 2 Arial Regular (18px, bold) Section heading Arial Regular (20px, bold) Body copy Arial Regular (14px, regular) CTA copy Arial Regular (16px, regular) Text link Arial Regular (16px, regular, underlined) Footer link Arial Regular (12px, regular, underlined) Footer copy Arial Regular (12px, regular)
• Colour(s) Background colour #FFFFFF Module Industrial Grey bg #B2B4B2 Module Melbourne Grey bg #707372 Module CBD Blue bg #005587 Module Sky Blue bg #B9D9EB Module Industrial Green bg #487A7B Module Mint bg #B9DCD2 Module Terracotta bg #C66E4E Module Rose bg #F2D4D7 CTA bg colour 1 #D3BC8D CTA bg colour 2 #353735 CTA bg colour 3 #353735 Body copy #353735 Section heading #353735 Footer copy #B2B4B2
• Call-To-Action (CTA) treatments Hero CTA button Size: 230 x 50 px Colour: #D6B986 Standard gold CTA button Size: 160 x 45 px Colour: #D6B986 Standard charcoal CTA button Size: 160 x 45 px Colour: #353735 Standard white CTA button Size: 160 x 45 px Colour: #FFFFFF
• Logo centred within header panel Logo: 220 px W Header Panel: 600 W x 80 px H
• Unless otherwise specified, the pre-header text (Having difficulty…) will be auto-populated with correct email address and click through URL
• Spacing requirements as indicated, text and CTA are left aligned. Copy uses Headline font and body copy font. Character limit 400.
• Single Column Copy 14pt 35 px 25 px
• Image is full width (600 px wide) and can be of any height.
• Flight heading sits centred within 600 W x 80 px H panel.
• Heading 2 is used, followed by airline logo and body copy text. Body copy and CTA / text links are left-aligned. Image is 265 px width x varied height.
• Character limit 340.
• Section heading options. Each section heading stack differently responsively, please refer to mobile version. Icon size is varied width x 35 px height.
• Character limit 25.
• Spacing requirements as indicated. Image is 300 px wide. Background colours will differ depending on the section. CTA button will be white if against coloured background, and gold/ charcoal against white background.
• Character limit 280.
• Spacing requirements as indicated. From left to right, images are 200 px wide, 198 px wide, and 200px wide. Background colours will differ depending on the section. CTA button will be white if against coloured background, and gold/ charcoal against white background.
• Character limit 100.
• Spacing requirements as indicated. From left to right, images are 300 px wide and 299px wide. Background colours will differ depending on the section. CTA button will be white if against coloured background, and gold / charcoal against white background.
• Character limit 160.
• Uses Hero CTA Button size in gold, charcoal or white. Light grey background is optional depending on the use.
• Character limit 20.
• Examples of different coloured modules built using ‘Section Heading’, ‘Three Column’, ‘Article Image Left’, ‘Article Image Right’, and ‘Two Column’ modules. Please refer to those module’s specifications.
• Uses footer copy size. Icons size are varied width x 23 px.
• Vision Strip Repeating pattern design visible from both sides of glazing. Colour application requires minimum 30% contrast to environment/built-form. Minimum height: 100mm Colour application Detail NB: As at 27.07.18, compliance and access requirements are still to be confirmed. The above details design layout only.

Call To Action Device

• A flexible graphic device that can be used to display the Melbourne Airport web address, social media icons or as a directional locator on collateral.

Retailer Branding

• Our Retail level messaging will often incorporate retailer branding and photography. For this level of messaging, retailer logos are to be placed in mono reversed white to compliment the core message and call to action. lfthe Retailer logo is not available, the retailer name can be used in place using the Melbourne Airport standard brand typography.

Edm Template

• We send regular updates to our customers using our custom designed EDM template. The elegant template ensures our brand look and feel remains across all platforms.
• Here is an example showing how our EDM is made up of various elements and modules.
• Logo Treatment Size: 198 x 40 px
• EDM specifics Font(s) Headline Arial Regular (28px, bold) Heading 1 Arial Regular (20px, bold) Heading 2 Arial Regular (18px, bold) Section heading Arial Regular (20px, bold) Body copy Arial Regular (14px, regular) CTA copy Arial Regular (16px, regular) Text link Arial Regular (16px, regular, underlined) Footer link Arial Regular (12px, regular, underlined) Footer copy Arial Regular (12px, regular)
• Colour(s) Background colour #FFFFFF Module Industrial Grey bg #B2B4B2 Module Melbourne Grey bg #707372 Module CBD Blue bg #005587 Module Sky Blue bg #B9D9EB Module Industrial Green bg #487A7B Module Mint bg #B9DCD2 Module Terracotta bg #C66E4E Module Rose bg #F2D4D7 CTA bg colour 1 #D3BC8D CTA bg colour 2 #353735 CTA bg colour 3 #353735 Body copy #353735 Section heading #353735 Footer copy #B2B4B2
• Call-To-Action (CTA) treatments Hero CTA button Size: 230 x 50 px Colour: #D6B986 Standard gold CTA button Size: 160 x 45 px Colour: #D6B986 Standard charcoal CTA button Size: 160 x 45 px Colour: #353735 Standard white CTA button Size: 160 x 45 px Colour: #FFFFFF
• Header Module Logo centred within header panel Logo: 220 px W Header Panel: 600 W x 80 px H Unless otherwise specified, the pre-header text (Having difficulty…) will be auto-populated with correct email address and click through URL Having difficulty viewing this email? View online
• Single Column Copy with CTA Spacing requirements as indicated, text and CTA are left aligned. Copy uses Headline font and body copy font. Character limit 400.
• Single Column Copy 14pt 35 px 25 px
• Single Column Image
• Flight Deal Image is full width (600 px wide) and can be of any height.
• Flight heading sits centred within 600 W x 80 px H panel. Heading 2 is used, followed by airline logo and body copy text. Body copy and CTA / text links are left-aligned. Image is 265 px width x varied height. Character limit 340.
• Section heading options. Each section heading stack differently responsively, please refer to mobile version. Icon size is varied width x 35 px height. Character limit 25.
• Article Image Right Spacing requirements as indicated. Image is 300 px wide. Background colours will differ depending on the section. CTA button will be white if against coloured background, and gold/ charcoal against white background. Character limit 280.
• Article Image Left Spacing requirements as indicated. Image is 300 px wide. Background colours will differ depending on the section. CTA button will be white if against coloured background, and gold/ charcoal against white background. Character limit 280.
• Three Column Spacing requirements as indicated. From left to right, images are 200 px wide, 198 px wide, and 200px wide. Background colours will differ depending on the section. CTA button will be white if against coloured background, and gold/ charcoal against white background. Character limit 100.
• Two Column Spacing requirements as indicated. From left to right, images are 300 px wide and 299px wide. Background colours will differ depending on the section. CTA button will be white if against coloured background, and gold / charcoal against white background. Character limit 160.
• Centre CTA Uses Hero CTA Button size in gold, charcoal or white. Light grey background is optional depending on the use. Character limit 20. 30 px Call To Action 30 px
• Module Examples Examples of different coloured modules built using ‘Section Heading’, ‘Three Column’, ‘Article Image Left’, ‘Article Image Right’, and ‘Two Column’ modules. Please refer to those module’s specifications.
• Footer Uses footer copy size. Icons size are varied width x 23 px.

Vision Strip

• Our vision strip has been designed to help all airport visitors safely navigate around the terminals and extend our brand across the airport.
• Repeating pattern design visible from both sides of glazing. Colour application requires minimum 30% contrast to environment/built-form.
• Minimum height: 100mm
• NB: As at 27.07.18, compliance and access requirements are still to be confirmed. The above details design layout only.

Additional Properties