British Airways Brand Book

Brand Guidelines
Version 1. September 2007.
4.3 Library

Prefix Brand signature

Prefix Brand Positive 4 Colour half tone Prefix Brand Positive 2 Colour solid Prefix Brand Positive B+W halftone Prefix Brand Positive B+W Line artwork
Ref: C1 Ref: C3 Ref: C5 Ref: C7

Prefix Brand Reversed 4 Colour half tone Prefix Brand Reversed 2 Colour solid Prefix Brand Reversed B+W halftone Prefix Brand Reversed B+W Line artwork
Ref: C2 Ref: C4 Ref: C6 Ref: C8

Brand Guidelines
Version 1. September 2007.
4.4 Library

Corporate Identity stand alone
Brand signature (Stacked format)

Prefix Brand Stacked Positive 4 Colour half tone Prefix Brand Stacked Positive 2 Colour solid Prefix Brand Stacked Positive B+W halftone Prefix Brand Stacked Positive B+W Line artwork
Ref: D1 Ref: D3 Ref: D5 Ref: D7

Prefix Brand Stacked Reversed 4 Colour half tone Prefix Brand Stacked Reversed 2 Colour solid Prefix Brand Stacked Reversed B+W halftone Prefix Brand Stacked Reversed B+W Line artwork
Ref: D2 Ref: D4 Ref: D6 Ref: D8

Brand Guidelines
Version 1. September 2007.
4.5 Library

Prefix Brand signature
Vertical text template

Prefix Brand Vertical Text Positive 4 Colour half tone Prefix Brand Vertical Text Positive 2 Colour solid Prefix Brand Vertical Text Positive B+W halftone Prefix Brand Vertical Text Positive B+W Line artwork
Ref: E1 Ref: E3 Ref: E5 Ref: E7

Text template Text template Text template Text template
Text template Text template Text template Text template

Text template Text template Text template Text template
Text template Text template Text template Text template

Prefix Brand Vertical Text Reversed 4 Colour half tone Prefix Brand Vertical Text Reversed 2 Colour solid Prefix Brand Vertical Text Reversed B+W halftone Prefix Brand Vertical Text Reversed B+W Line artwork
Ref: E2 Ref: E4 Ref: E6 Ref: E8

Text template Text template Text template Text template
Text template Text template Text template Text template

Text template Text template Text template Text template
Text template Text template Text template Text template

Brand Guidelines
Version 1. September 2007.
4.6 Library

Prefix Brand signature
Horizontal text template

Prefix Brand Horizontal Text Prefix Brand Horizontal Text Prefix Brand Horizontal Text Prefix Brand Horizontal Text
Positive 4 Colour half tone Positive 2 Colour solid Positive B+W halftone Positive B+W Line artwork
Ref: F1 Ref: F3 Ref: F5 Ref: F7

Text template Text template Text template Text template

Prefix Brand Horizontal Text Prefix Brand Horizontal Text Prefix Brand Horizontal Text Prefix Brand Horizontal Text
Reversed 4 Colour half tone Reversed 2 Colour solid Reversed B+W halftone Reversed B+W Line artwork
Ref: F2 Ref: F4 Ref: F6 Ref: F8

Text template Text template Text template Text template

Brand Guidelines
Version 1. September 2007.
4.7 Library

Prefix Brand signature
Large headline templates

Prefix Brand Large Headline Prefix Brand Large Headline Prefix Brand Large Headline

Positive 4 Colour half tone Positive 2 Colour solid Positive B+W halftone

Ref: G1 Ref: G3 Ref: G5
TTTeexext xttemttepmtlaetepmla TTTeexext xttemttepmtlaetepmla TTTeexext xttemttepmtlaetepmla

Prefix Brand Large Headline Prefix Brand Large Headline Prefix Brand Large Headline

Reversed 4 Colour half tone Reversed 2 Colour solid Reversed B+W halftone

Ref: G2 Ref: G4 Ref: G6
TTTeexext xttemttepmtlaetepmla TTTeexext xttemttepmtlaetepmla TTTeexext xttemttepmtlaetepmla

Brand Guidelines
Version 1. September 2007.
4.8 Library

Prefix Brand signature
Large headline templates

Prefix Brand Large Headline Prefix Brand Large Headline Prefix Brand Large Headline
Positive 4 Colour half tone Positive 2 Colour solid Positive B+W halftone
Ref: H1 Ref: H3 Ref: H5

TTTeexext xttemttepmtlaetepmla TTTeexext xttemttepmtlaetepmla TTTeexext xttemttepmtlaetepmla

Prefix Brand Large Headline Prefix Brand Large Headline Prefix Brand Large Headline
Reversed 4 Colour half tone Reversed 2 Colour solid Reversed B+W halftone
Ref: H2 Ref: H4 Ref: H6

TTTeexext xttemttepmtlaetepmla TTTeexext xttemttepmtlaetepmla TTTeexext xttemttepmtlaetepmla

Brand Guidelines
Version 1. September 2007.
4.9 Library

Prefix Brand signature
Club World

Prefix Brand Club World Prefix Brand Club World Prefix Brand Club World Prefix Brand Club World
Positive 4 Colour half tone Positive 4 Colour half tone Positive 4 Colour half tone Positive 4 Colour half tone
Ref: i1 Ref: i3 Ref: i5 Ref: i7

Club World Club World Club World Club World

Prefix Brand Club World Prefix Brand Club World Prefix Brand Club World Prefix Brand Club World
Reversed 4 Colour half tone Reversed 4 Colour half tone Reversed 4 Colour half tone Reversed 4 Colour half tone
Ref: i2 Ref: i4 Ref: i6 Ref: i8

Club World Club World Club World Club World

Brand Guidelines
Version 1. September 2007.
4.10 Library

Prefix Brand signature
Club Europe

Prefix Brand Club Europe Prefix Brand Club Europe Prefix Brand Club Europe Prefix Brand Club Europe
Positive 4 Colour half tone Positive 4 Colour half tone Positive 4 Colour half tone Positive 4 Colour half tone
Ref: J1 Ref: J3 Ref: J5 Ref: J7

Club Europe Club Europe Club Europe Club Europe

Prefix Brand Club Europe Prefix Brand Club Europe Prefix Brand Club Europe Prefix Brand Club Europe
Reversed 4 Colour half tone Reversed 4 Colour half tone Reversed 4 Colour half tone Reversed 4 Colour half tone
Ref: J2 Ref: J4 Ref: J6 Ref: J8

Club Europe Club Europe Club Europe Club Europe

Brand Guidelines
Version 1. September 2007.
4.11 Library

Prefix Brand signature
First

Prefix Brand First Prefix Brand First Prefix Brand First Prefix Brand First
Positive 4 Colour half tone Positive 4 Colour half tone Positive 4 Colour half tone Positive 4 Colour half tone
Ref: K1 Ref: K3 Ref: K5 Ref: K7

First First First First

Prefix Brand First Prefix Brand First Prefix Brand First Prefix Brand First
Reversed 4 Colour half tone Reversed 4 Colour half tone Reversed 4 Colour half tone Reversed 4 Colour half tone
Ref: K2 Ref: K4 Ref: K6 Ref: K8

First First First First

Brand Guidelines
Version 1. September 2007.
4.12 Library

Prefix Brand signature
World Traveller

Prefix Brand World Traveller Prefix Brand World Traveller Prefix Brand World Traveller Prefix Brand World Traveller
Positive 4 Colour half tone Positive 4 Colour half tone Positive 4 Colour half tone Positive 4 Colour half tone
Ref: L1 Ref: L3 Ref: L5 Ref: L7

World Traveller World Traveller World Traveller World Traveller

Prefix Brand World Traveller Prefix Brand World Traveller Prefix Brand World Traveller Prefix Brand World Traveller
Reversed 4 Colour half tone Reversed 4 Colour half tone Reversed 4 Colour half tone Reversed 4 Colour half tone
Ref: L2 Ref: L4 Ref: L6 Ref: L8

World Traveller World Traveller World Traveller World Traveller

Brand Guidelines
Version 1. September 2007.
4.13 Library

Prefix Brand signature
World Traveller Plus

Prefix Brand World Traveller Plus Prefix Brand World Traveller Plus Prefix Brand World Traveller Plus Prefix Brand World Traveller Plus
Positive 4 Colour half tone Positive 4 Colour half tone Positive 4 Colour half tone Positive 4 Colour half tone
Ref: M1 Ref: M3 Ref: M5 Ref: M7

World Traveller Plus World Traveller Plus World Traveller Plus World Traveller Plus

Prefix Brand World Traveller Plus Prefix Brand World Traveller Plus Prefix Brand World Traveller Plus Prefix Brand World Traveller Plus
Reversed 4 Colour half tone Reversed 4 Colour half tone Reversed 4 Colour half tone Reversed 4 Colour half tone
Ref: M2 Ref: M4 Ref: M6 Ref: M8

World Traveller Plus World Traveller Plus World Traveller Plus World Traveller Plus

Brand Guidelines
Version 1. September 2007.
4.14 Library

Prefix Brand signature
Euro Traveller

Prefix Brand Euro Traveller Prefix Brand Euro Traveller Prefix Brand Euro Traveller Prefix Brand Euro Traveller
Positive 4 Colour half tone Positive 4 Colour half tone Positive 4 Colour half tone Positive 4 Colour half tone
Ref: N1 Ref: N3 Ref: N5 Ref: N7

Euro Traveller Euro Traveller Euro Traveller Euro Traveller

Prefix Brand Euro Traveller Prefix Brand Euro Traveller Prefix Brand Euro Traveller Prefix Brand Euro Traveller
Reversed 4 Colour half tone Reversed 4 Colour half tone Reversed 4 Colour half tone Reversed 4 Colour half tone
Ref: N2 Ref: N4 Ref: N6 Ref: N8

Euro Traveller Euro Traveller Euro Traveller Euro Traveller

Brand Guidelines
Version 1. September 2007.
4.15 Library

Prefix Brand signature Prefix Brand Executive Club - Blue Prefix Brand Executive Club - Blue
Executive Club Positive 4 Colour half tone Positive 4 Colour half tone
Executive Club - Blue Ref: O3 Ref: O5

Prefix Brand Executive Club - Blue Executive Club Executive Club
Positive 4 Colour half tone
Ref: O1

Executive Club

Prefix Brand Executive Club - Blue Prefix Brand Executive Club - Blue Prefix Brand Executive Club - Blue
Reversed 4 Colour half tone Reversed 4 Colour half tone Reversed 4 Colour half tone
Ref: 02 Ref: O4 Ref: O6

Executive Club Executive Club Executive Club

Brand Guidelines
Version 1. September 2007.
4.16 Library

Prefix Brand signature Prefix Brand Executive Club - Silver Prefix Brand Executive Club - Gold Prefix Brand Executive Club - Gold
Executive Club - Silver Positive 4 Colour half tone Positive 4 Colour half tone Positive 4 Colour half tone
Executive Club - Gold Ref: P2 Ref: P3 Ref: P4

Prefix Brand Executive Club - Silver Executive Club Executive Club Executive Club
Positive 4 Colour half tone
Ref: P1

Executive Club

Brand Guidelines
Version 1. September 2007.
4.17 Library

Prefix Brand signature
Premier

Prefix Brand Premier Prefix Brand Premier
Positive 4 Colour half tone Positive 4 Colour half tone
Ref: Q1 Ref: Q3

Premier Premier

Prefix Brand Premier Prefix Brand Premier
Reversed 4 Colour half tone Reversed 4 Colour half tone
Ref: Q2 Ref: Q4

Premier Premier

Brand Guidelines
Version 1. September 2007.
4.18 Library

Prefix ba.com Prefix ba.com Vertical Prefix ba.com Vertical Prefix ba.com Vertical
Vertical Template Positive 2 Colour solid Positive B+W halftone Positive B+W Line artwork
Ref: R3 Ref: R5 Ref: R7
Prefix ba.com Vertical
Positive 4 Colour halftone Text template Text template Text template
Ref: R1 Text template Text template Text template

Text template ba.com ba.com ba.com
Text template
Text template Text template Text template
ba.com Text template Text template Text template

Text template Prefix ba.com Vertical Prefix ba.com Vertical Prefix ba.com Vertical
Text template Reversed 2 Colour solid Reversed B+W halftone Reversed B+W Line artwork
Ref: R4 Ref: R6 Ref: R8
Prefix ba.com Vertical
Reversed 4 Colour halftone Text template Text template Text template
Ref: R2 Text template Text template Text template

Text template ba.com ba.com ba.com
Text template
Text template Text template Text template
ba.com Text template Text template Text template

Text template
Text template

Brand Guidelines
Version 1. September 2007.
4.19 Library

Prefix ba.com
Horizontal Template
(text preceeding)

Prefix ba.com Horizontal Prefix ba.com Horizontal Prefix ba.com Horizontal Prefix ba.com Horizontal
Positive 4 Colour halftone Positive 2 Colour solid Positive B+W halftone Positive B+W Line artwork
Ref: S1 Ref: S3 Ref: S5 Ref: S7

Text template ba.com Text template ba.com Text template ba.com Text template ba.com

Prefix ba.com Horizontal Prefix ba.com Horizontal Prefix ba.com Horizontal Prefix ba.com Horizontal
Reversed 4 Colour halftone Reversed 2 Colour solid Reversed B+W halftone Reversed B+W Line artwork
Ref: S2 Ref: S4 Ref: S6 Ref: S8

Text template ba.com Text template ba.com Text template ba.com Text template ba.com

Brand Guidelines
Version 1. September 2007.
4.20 Library

Prefix ba.com
Horizontal Template
(text following)

Prefix ba.com Horizontal (text following) Prefix ba.com Horizontal (text following) Prefix ba.com Horizontal (text following) Prefix ba.com Horizontal (text following)
Positive 4 Colour halftone Positive 2 Colour solid Positive B+W halftone Positive B+W Line artwork
Ref: T1 Ref: T3 Ref: T5 Ref: T7

ba.com Text template ba.com Text template ba.com Text template ba.com Text template

Prefix ba.com Horizontal (text following) Prefix ba.com Horizontal (text following) Prefix ba.com Horizontal (text following) Prefix ba.com Horizontal (text following)
Reversed 4 Colour halftone Reversed 2 Colour solid Reversed B+W halftone Reversed B+W Line artwork
Ref: T2 Ref: T4 Ref: T6 Ref: T8

ba.com Text template ba.com Text template ba.com Text template ba.com Text template

Brand Guidelines
Version 1. September 2007.
4.21 Library

Prefix In-journey Template
(Horizontal format)

Prefix In-journey (Horizontal format) Prefix In-journey (Horizontal format) Prefix In-journey (Horizontal format) Prefix In-journey (Horizontal format)
Positive 4 Colour halftone Positive 2 Colour solid Positive B+W halftone Positive B+W Line artwork
Ref: U1 Ref: U3 Ref: U5 Ref: U7

Text template Text temp Text template Text temp Text template Text temp Text template Text temp

Prefix In-journey (Horizontal format) Prefix In-journey (Horizontal format) Prefix In-journey (Horizontal format) Prefix In-journey (Horizontal format)
Reversed 4 Colour halftone Reversed 2 Colour solid Reversed B+W halftone Reversed B+W Line artwork
Ref: U2 Ref: U4 Ref: U6 Ref: U8

Text template Text temp Text template Text temp Text template Text temp Text template Text temp

Brand Guidelines
Version 1. September 2007.
4.22 Library

Prefix In-journey Template
(Vertical format)

Prefix In-journey (vertical format) Prefix In-journey (vertical format) Prefix In-journey (vertical format) Prefix In-journey (vertical format)
Positive 4 Colour halftone Positive 2 Colour solid Positive B+W halftone Positive B+W Line artwork
Ref: V1 Ref: V3 Ref: V5 Ref: V7

Text template Text temp Text template Text temp Text template Text temp Text template Text temp
Text template Text temp Text template Text temp Text template Text temp Text template Text temp
Text template Text temp Text template Text temp Text template Text temp Text template Text temp

Prefix In-journey (vertical format) Prefix In-journey (vertical format) Prefix In-journey (vertical format) Prefix In-journey (vertical format)
Reversed 4 Colour halftone Reversed 2 Colour solid Reversed B+W halftone Reversed B+W Line artwork
Ref: V2 Ref: V4 Ref: V6 Ref: V8

Text template Text temp Text template Text temp Text template Text temp Text template Text temp
Text template Text temp Text template Text temp Text template Text temp Text template Text temp
Text template Text temp Text template Text temp Text template Text temp Text template Text temp

Brand Guidelines
Version 1. September 2007.
4.23 Library

Ribbed effect background
For use on surfaces up to A1

1 Colour background print 1 Colour background print 1 Colour background print 1 Colour background print
Ref: W1 Ref: W3 Ref: W5 Ref: W7

1 Colour background print 1 Colour background print 1 Colour background print 1 Colour background print
Ref: W2 Ref: W4 Ref: W6 Ref: W8

Brand Guidelines
Version 1. September 2007.
4.24 Library

Ribbed effect background
For use on surfaces A1 and larger

1 Colour background print 1 Colour background print 1 Colour background print 1 Colour background print
Ref: X1 Ref: X3 Ref: X5 Ref: X7

1 Colour background print 1 Colour background print Reversed B+W halftone Reversed B+W Line artwork
Ref: X2 Ref: X4 Ref: X6 Ref: X8

Brand Guidelines
Version 1. September 2007.

Appendix A - Tone of Voice

Our tone of voice
Our brand language
Our brand language
Boarding announcement
GPM questionnaire Intro letter
Customer relations letter
Manage My Booking
Sign
Executive Club
Ten rules of thumb

Brand Guidelines
Version 1. September 2007.
Appendix A: Tone of Voice

Our tone of voice. The difference is immense. In the How we use words reveals our true
second example, we sound as if we’re personality as a business - and what we
If you wonder whether tone of voice having a conversation with an individual think of our customers. Get it right and
matters, look at these two examples of customer. This is key to our brand tone. we build their loyalty and trust. Get it
a sign at a gate. It’s because wherever we are writing or wrong and we risk them switching off,
speaking to our customers – in our or worst of all, switching to another
First… signs, emails and letters, on the phone, airline.
at the gate, onboard, or on the web –
PLEASE HAVE YOUR BOARDING we are in a one-to-one conversation.
CARDS AND PASSPORTS READY
FOR INSPECTION WHEN YOU At British Airways, we want to sound
APPROACH THE GATE. like example two – because that’s what
our customers tell us they want from us
Then … again and again in research. They say
that they want a warm, friendly service
Please have your boarding cards and and expect us to write or speak to them
passports ready. in the same way.

The first sounds harsh, unwelcoming
and a bit authoritarian. You could
almost read it with a shout. The second
sounds warm. It’s natural and polite.

Brand Guidelines
Version 1. September 2007.
Appendix A: Tone of Voice

Our brand language Responsible Warm
We’re clear and straightforward in We sound genuinely conversational,
Six values underpin our brand. These everything we write and say – but we’re without using slang or sounding too
values, or character traits if you like, are not dumbing down. We don’t hide chatty. We sound like one person
there in our brand language too. As you behind jargon or small print. We check speaking to another but we’re not laid
write or speak on brand, you don’t have and double check, that what we say and back. We are purposeful but friendly.
to slavishly try to emphasise each one write can be understood first time by an Our words are light on the page. We
in equal measure. They will come international audience. We speak avoid clichés and jargon. We show
through instinctively and at the right directly and politely to take ownership empathy when things go wrong, and we
volume when we are on brand. and resolve issues for our customers. offer help without being asked.
We apologise when we’ve made a
Here are our values – and what they mistake – but we don’t when we haven’t. Thoughtful
mean for language. Instead we express regret for the way We show insight into people’s problems
the customer feels. and issues. We are proactive. We don’t
Safe and secure just talk about our policies and systems
There’s a real sense of calm about the and what it means for us - we look at
way we write or speak. We’re not dull things from the customers’ side and
but we never sound over-excited or how it affects them.
frenzied. Instead, you can read our
words out loud without stumbling over
them. You never feel you have to raise
your voice or speed up.

Brand Guidelines
Version 1. September 2007.
Appendix A: Tone of Voice

Professional And finally, we have the same helpful, Examples
We really understand our business and friendly personality whenever we
this comes through to our readers in communicate. We don’t become bossy What follows are a range of examples of
our depth of knowledge. We show our and distant in signs, put on a layer of how our tone of voice should sound.
professionalism in our use of language management jargon when we speak to Even if these examples don’t apply to
too, with careful structuring, high each other internally, become your area, our tone of voice still does.
standards of spelling and grammar and over-familiar when we talk on the The examples show general rules that
incisive, helpful explanations. Our phone, or starchy onboard. Nor do we work for everyone at British Airways.
professionalism shines through when change our tone when we have difficult
we structure technical information for news to deliver. We sound like
our customers’ benefit. It shows when British Airways, always.
we help people through our processes,
writing customer-friendly material. We’re moving our brand language
forward. That’s not to say what we did
British before was wrong or inappropriate.
We sound British in all the best senses of We’re just making some changes to
the word. We sound contemporary and refresh the way we communicate from
not stuffy. Our language is inclusive and now on.
doesn’t shut people out. We have a light
touch with our words. We are polite.

Brand Guidelines
Version 1. September 2007.
Appendix A: Tone of Voice

Boarding announcement Please put your bags right inside the Why does this work?
locker as they can sometimes fall out
DURING BOARDING and may injure someone. If your bag • The greeting is friendly and natural. We
has wheels, put it in wheels first (not sound polite and approachable, while still
Good morning/afternoon/evening and 767). We would appreciate your retaining our heritage. We are proud to
welcome onboard this British Airways assistance by closing the overhead welcome people to British Airways.
flight to (destination). lockers once they are completely full.
• Look at how conversational the second
Before you make yourselves If you are seated in an emergency exit paragraph is. It uses phrases like “make
comfortable, please make sure your row, or a front row bulkhead seat all yourselves comfortable” which sounds
hand luggage is safely stowed. Small items must be placed in an overhead inviting and warm – just the way you’d say it.
bags may be kept under the seat in locker as the floor area around you
front of you. All other items must be must be completely clear. • We take responsibility, and explain clearly
placed into an overhead locker. what needs to be done.
Thank you.
• We say please and thank you, effortlessly
polite.

• We sound professional because we are
able to explain the risks in straightforward
language.

• The whole tone sounds contemporary and
is easy to read out loud. It is refreshingly
simple and light.

Brand Guidelines
Version 1. September 2007.
Appendix A: Tone of Voice

GPM questionnaire Intro letter Over the next few months, we plan to Why does this work?
improve our punctuality and baggage
It’s nice to have you on board, and I performance and what you have to say • It has a light and natural tone. It’s
hope you’re enjoying your flight. will play a big part in how we do it. purposeful and direct, but warm and friendly.

I want to make sure you enjoy all your So take a moment to let us know about • Straightforward, and confident, it speaks
flights with us, so it would be a great what you think of our service today. It’ll directly to the customer - as an equal. It’s
help if you would take a few minutes to be time well spent. Just hand the asking them to do something for us – but
fill in the survey. It’s the best way of completed questionnaire to one of our isn’t gushing or subservient.
finding out what changes/ cabin crew.
improvements you’d like to see. • The logical structure and use of jargon free
Thank you for taking the time. everyday words show our professionalism.
Last year, your input led to more frequent
cleaning of our aircraft cabins, a greater Willie Walsh, CEO • Conversational touches like using us and you
range of meal options on long haul flights, and we, and just a few contractions like you’re
and better in-flight entertainment. and It’ll bring the letter totally up-to-date
without going too far and becoming
over-familiar or chatty.

• Even though it’s from the CEO of one of
the world’s greatest brands – it’s not at all
stuffy or pompous with none of the
management jargon you might expect.
Instead it’s genuinely friendly – upbeat yet
calm.

Brand Guidelines
Version 1. September 2007.
Appendix A: Tone of Voice

Customer relations letter complete their journeys, or to stay additional strain on the security and
overnight until the aircraft is ready to airport facilities. Our concern is always to
I was sorry that you had to wait so long depart. get the flight away as soon as the repair
on board. It must have made a very has been carried out, and we know that
tiring journey for you. If they believe it can be repaired in a re-boarding customers takes time and
reasonable time, we ask our customers would just increase our overall delay.
I hope that our captain and crew kept to stay on board. I appreciate that this
you up-to-date with what was can sometimes mean an uncomfortable We carry out an investigation for this sort
happening and the reason for the delay. wait. It might help if I explain why we do of delay. This helps us to understand what
this. we could have done to prevent it, and
When one of our aircraft has a technical how we might have dealt with it better.
problem, our engineers assess how long When there is a delay like this, the
it will take to repair. If they know at that airport authorities prefer us to keep our Again, please accept our apologies for
stage that it will take a long time, we customers on board, so we don’t put the extra time you spent on board.
immediately start making alternative
arrangements for our customers to • It shows insight and professionalism – • It sounds conversational using us and
explaining in clear terms why things we to bring the letter totally up-to-date.
Why does this work? happen. We sound as though we know
this business back-to-front. • It has a steady, even rhythm and tone.
• The letter starts with a genuine and It isn’t embarrassed about talking about
human apology. • It doesn’t pass the buck, but it does a problem, nor is it defensive. It is
treat the customer with real openness. straightforward and respectful.
• It shows empathy and warmth – “must
have made a very tiring journey for you” • It signs off with a genuine apology
– without being gushing.

Brand Guidelines
Version 1. September 2007.
Appendix A: Tone of Voice

Manage My Booking - Why does this work?
Advance passenger information
• It sounds like a person talking and uses
Please take some time to give us a few you, us and your. This is a conversation
important details now. It will save you online.
time at the airport. We need your
passport details and some other • It’s clear, friendly and polite - yet still
information from you before you’ll be directly explains why the information is
able to fly to another country. so important.

• It shows empathy and that we’re
thoughtful – we want to save our
customers’ time at the airport.

• It has an easy rhythm and can be read
out loud easily. It makes us sound warm,
and is light on the page.

• We sound professional, explaining our
processes clearly and calmly.

Brand Guidelines
Version 1. September 2007.
Appendix A: Tone of Voice

Sign Why does this work?

We welcome the following guests: • It is polite and welcoming.
First, Club and Executive Club Gold and
Silver card holders. • It has a conversational feel.

• It gets across a potentially contentious
message in a very human way.

• It works because it is clear and
straightforward and has a natural
rhythm.

Brand Guidelines
Version 1. September 2007.
Appendix A: Tone of Voice

Executive Club Why does this work?

It would be a shame to lose out on the • It has a genuine and conversational feel.
BA Miles that you’ve earned. The good
news is that you still have five months • It has the ring of one helpful person
left to keep hold of them, and there are talking to another –
a number of simple ways to do this:
“It would be a shame to lose out.”
Book and fly with British Airways
• It clearly sets out what the customer
Not only will you enjoy all the benefits needs to do so we sound responsible.
of the Executive Club, but you’ll also
keep your existing BA Miles. You can • The words are light on the page and this
even purchase extra BA Miles online to makes for an enjoyable and easy read.
add to your balance.

Make the most of one of our Executive
club partners

There’s a host of everyday ways to keep
hold of your BA Miles - from renting a
car with Avis to shopping at Tesco.

Brand Guidelines
Version 1. September 2007.
Appendix A: Tone of Voice

Ten rules of thumb 4. Be active and direct. If we are doing 9. We are thoughtful, always thinking
something or want our customers to do from the customers’ point of view. So
1. We are genuinely friendly. We sound something it is OK to say it clearly. We will on our website we work at signposting.
open and approachable – never barking send you a letter is better than A letter In emails we reflect back concerns. On
orders, or sounding defensive. will be sent. Always take ownership. signs we carefully select the right
information.
2. Sound like a person, in a one-to-one 5. Always be clear. Our customers
conversation. Read your words out loud. should understand first time. 10. We sound fair, calm, contemporary
If you can read them without stumbling and welcoming. We sound British
the chances are that you are writing 6. Cut down on long, waffly sentences. without sounding stuffy and exclusive.
conversationally. We always sound Use short sentences with one idea in
friendly and approachable. You can use each sentence.
the occasional contraction - I’ll and We’ll
add a pleasing conversational touch. 7. Be polite. Please and thank you go a
very long way.
3. Go for the normal everyday word. Root
out jargon – even though we sometimes 8. We have high standards of spelling
become very familiar with it. We might say and grammar so that we sound
when you’re through security rather than professional.
when you are airside.

Brand Guidelines
Version 1. September 2007.

Appendix B: Examples

The prefix – In-journey. Internal communications literature
The prefix – In-journey. Internal communications literature
The prefix – In-journey. Internal communications literature
The prefix – In-journey. Lounge signage
The prefix – In-journey. Lounge signage
The prefix – In-journey. Lounge signage
The prefix. Worldwide timetable
Direct Mail Executive Club Blue
Direct Mail Executive Club Gold
Direct Mail Executive Club Silver
Direct Mail First
Direct Mail Executive Club Silver

Brand Guidelines Refreshing Being thoughtful is about being It’s the way we genuinely Thoughtful
Version 1. September 2007. Service tuned into our customers. connect, and show that we
Appendix B: Examples It’s understanding what they are real people.
need. It’s also understanding It’s the way we bring our
The prefix – In-journey what effect our actions will customers back onto our side.
Internal communications literature have on them.

Thoughtful

10

Real staff talk about I actively listen to what the customer needs Thoughtful
thoughtful service and ask open questions to find out more

I treat every customer as an individual, I make sure I have understood the issue by repeating what the customer has said
not as a transaction in my own words. I try to take a mental deep breath and listen before I reply.

It’s difficult to treat people as individuals especially when you are dealing I take the opportunity to talk to customers
with hundreds and thousands at a time... but we do need to remember we if time is available
are dealing with a person with a name and different reasons for flying, not
a seat number. If someone comes into the galley I always engage them in conversation. I ask them
if they are going on holiday or business or returning home. Or I ask them if they
I match the customer’s preferred style would like a cup of tea or coffee. Sometimes I am tired and I really don't feel like it,
but I remind myself that it makes them feel a little more welcome.
I am aware of the customer’s needs, whether they are travelling with a family
or are an Executive Club customer who needs recognition and I do this without Even if you’re on the bag drop you don’t have to make it a routine check-in
the customer having to tell me. I try to read between the lines to see if they – there’s always time to smile as someone approaches the counter and you can
need attention, privacy, openness or discretion. wish them a good trip.

I recognise high value customers by I look out for customers who might need my help
personalising the service I offer to them
Even on my way home for the night when I'm just off duty, if I see someone
I am fortunate to work in an area where we see some of our passengers 'wandering' around the airport looking stranded, I stop to help. Give them
frequently, up to several times per week. I try to remember family details and ask directions or point them to where they need to go. It only takes a moment...
politely about details they have told me in the past. but it can make a difference for that person.

When I work in First and a customer asks for tea or coffee, I always ask if they I proactively ask the customer if they need
would prefer a mug, rather than a pot and a milk jug, with a warm smile. It always anything else
works wonders and I ALWAYS get a great response and a smile.
I try and surprise people by offering MORE than they expect, for example in
I am sensitive to each situation and show World Traveller saying “can I get you anything else” before moving onto the
empathy to the customer next person. In Club World I discreetly check if customers are familiar with
the seat and are ok, whether they are on 'my side' or not.
We never know what a person could be going through. Someone's personal
disaster may be a minor point to us - but it's VERY relevant to them. If a I offer reassurance when needed
passenger has received sad news we need to be aware they are not functioning
normally and will need more patience and assistance. Often I think of my Mum who is now elderly and forgetful and how frustrated I
12 can get as her daughter explaining things to her. So when I see thoughtfulness
from organisations she comes into contact with I try and learn from this.
We simply must understand that an inexperienced traveller could be in a lot of
distress as well. Flying is a piece of cake to us, but very traumatic to others.
We should offer extra attention where needed NOT when we THINK it's needed.
Sometimes it's as easy as a few kind words.

13

Brand Guidelines Professional
Version 1. September 2007.
Appendix B: Examples

The prefix – In-journey Professional
Internal communications literature

Being professional is about being
the face and voice of British Airways.
It is staying calm under pressure.
Providing reassurance.
Knowing our job inside out and
being proud to do it well.

28

Real staff talk about When I am busy, I acknowledge customers Professional
professional service who are waiting to speak to me.

I’m aware that I represent BA I always apologise if a customer has had to wait a long time on the line to
speak to me. Just catching someone’s eye and saying “I’ll be with you in a
Irrespective of the problems we have faced within the company, I am extremely second” is enough.
passionate about my job. You have to be professional and rise above it all and
continue to display warmth and let the passenger know you do care. I give customers the information they need
for an easier journey
I recognise the importance of our uniform
in reassuring customers I learn about new technology and systems to improve the service I give to
customers – for example understanding how ba.com works, so I can encourage
Poor uniform standards are far too common and look really cheap and shabby. the customer to use online check-in, or pay for excess baggage online.
If your uniform is immaculate it speaks volumes for customers.
I proactively give customers updates if
I’m aware that customers can see or hear there is a problem
how I speak to others
Professionalism to me ALSO means giving the customer timely information
Customers often overhear conversations about internal politics and negative – not leaving them in the dark; telling them the truth and not hiding behind
talk about BA. I hate hearing that sort of thing as a customer myself. What you jargon like for instance "We apologise but this flight has been cancelled for
think of BA is your opinion – when you’re in earshot of a customer, you represent operational reasons”. Customers need to be kept up to date even if it is bad news
the airline. You also have to remember that you are always being observed – so if so at least they can make alternative arrangements.
you let your guard slip, it can affect more than just the customer in front of you.
I stand behind our airline and our policies,
I try to avoid sounding or appearing even if I don’t always agree
stressed or rushed
I think that everyone is proud to work for the airline and is passionate about
When I deal with a customer I make out that nothing is a bother even if deep their job. If a passenger is not happy with the service or a particular policy then
down I am very busy. At the end of the day the customer does not need to be I would try and discuss this with them and feed their comments back but never
concerned by how many other people I have to deal with. You have to be cool, discuss my personal opinions on the matter.
calm and collected and make the customer feel they have your complete attention.
31
30

Brand Guidelines Being British is being proud of our
Version 1. September 2007. heritage and looking to the future.
Appendix B: Examples
Valuing all cultures and differences.
The prefix – In-journey
Internal communications literature Being polite, calm and dignified.

Delivering a British style of service
is about the attitude you have, not
necessarily the country you’re from.

British British

36

Real staff talk about I remember that every customer has chosen
British service BA and is valuable to us

I speak in a polite, courteous way I try to do my level best to give everyone good service. Every customer should
feel that they are important to us and not just another passenger on a flight,
I treat the customer with politeness at all times, even when I am under pressure. whichever cabin they’re flying in. We have more time to spend with our First and
If I feel that I may have appeared rude or unhelpful then I am quick to ensure that Club passengers, but everyone deserves the same BA style of service.
the customer feels confident that I am actually doing my best to help them.
I respect different cultures and beliefs and
I remain dignified, respectful and calm in the adapt my style accordingly
face of frustration or anger from a customer
It is important to learn more and more about local cultures. Despite being in
Treat customers with respect at all times even when they are really challenging BA for 22 years, the learning process is ongoing. Even if you can’t speak another
you. Even when they go too far, be firm but not rude or confrontational. language you can understand cultural differences.
Politeness always helps and even if the message we have to convey is a difficult
one always show the utmost respect even when they may be irritable and irate. I am patient and rephrase my words to help
The last thing they need is for us to put fuel on the fire if there is disruption or customers understand me, especially if we
someone else in the airline has served them badly. don’t share the same first language

I don’t make assumptions about people It is practically not possible for every staff member to know more than a couple
based on their appearance of languages so communication will definitely be a hassle at times. A lot of the
time we do get someone who can speak the same language as the passenger to
You can’t tell anything about someone from the way they are dressed or help with resolving situations. English is not my Dad's first language and I have
the way they appear. Often, casually dressed people will be travelling in our seen him being shouted at by people who find him difficult to understand.
premium cabins.

British

38 39

Brand Guidelines
Version 1. September 2007.
Appendix B: Examples

The prefix – In-journey
Lounge signage

The concorde room plinth The First Galleries plinth The Club Galleries plinth

Brand Guidelines
Version 1. September 2007.
Appendix B: Examples
The prefix – In-journey
Lounge signage

The concorde room signage detail

Brand Guidelines Galleries First
Version 1. September 2007. Guest Services
Appendix B: Examples The Board Room
Spa
The prefix – In-journey
Lounge signage Individually cut wall mounted signage

Brand Guidelines Lorem ipsumlest amet? Lorem ipsumlo est
Version 1. September 2007. amet a duis voulpat
Appendix B: Examples Amet a duis voulpat diauser solor veta mis
diauser solor ar veta mis
The prefix Amet a duis voulpat
Worldwide timetable diauser solor ar veta mis

Lorem ipsumlest amet?

Amet a duis voulpat
diauser solor ar veta mis

Worldwide timetable covers

Brand Guidelines
Version 1. September 2007.
Appendix B: Examples

Direct Mail Executive Club Blue

Brand Guidelines
Version 1. September 2007.
Appendix B: Examples

Direct Mail Executive Club Gold

Brand Guidelines
Version 1. September 2007.
Appendix B: Examples

Direct Mail Executive Club Silver

Brand Guidelines
Version 1. September 2007.
Appendix B: Examples

Direct Mail First

Brand Guidelines
Version 1. September 2007.
Appendix B: Examples

Direct Mail Executive Club Silver

Brand Guidelines
Version 1. September 2007.

For further information please
contact:
www.babrand.com
+44 (0)7000 2246243
[email protected]

This version of the brand guidelines
supercedes any previous versions,
which should be discarded.

Please ensure all use of the
British Airways brand complies with
any applicable regulations and has
been approved by a BA
representative.

Photography subject to license.
Do not reproduce without permission.