British Airways Brand Book

‫‪Washing‬‬

‫‪and maintenance‬‬

‫یکی از بهترین رو ‌شها برای نظافت و شستشوی کفپوش پلی اورتان‪ ،‬استفاده از دستگاه اسکرابر می باشد‪ .‬دستگاه‬
‫اسکرابر از سامانه برس زنی‪ ،‬دو مخزن مجزا و سامانه تی و مکش تشکیل شده است‪ .‬محلول آب و مواد شوینده از مخزن‬
‫آب تمیز دستگاه بر روی سطح پاشش شده‪ ،‬با چرخش برس دستگاه‪ ،‬جرم و آلودگی از سطح جدا گردیده و بصورت‬
‫همزمان سامانه مکش دستگاه آلودگی و آب باقیمانده را جمع آوری کرده و به مخزن آب کثیف منتقل می نماید‪ .‬بدین‬

‫ترتیب عملیات شستشو و خشک کردن کفپوش به صورت همزمان صورت می گیرد‪.‬‬

‫کاربرد دستگاه موجب شستشوی با کیفیت کفپوش گردیده و به حفظ جلا و زیبایی اولیه آن کمک می نماید‪ .‬این امر‬
‫به عملکرد موثر الیاف برس در خارج نمودن جرم و آلودگی از خلل و فرج‪ ،‬درزها و شیارهای باریک سطح کفپوش باز‬
‫م ‌یگردد‪ .‬از سوی دیگر این روش مکانیزه شستشوی با جمع آوری کامل آب و آلودگی از باقی ماندن رطوبت بر روی سطح‬
‫ونفوذآنبهلای ‌ههایزیرینجلوگیرینمودهوطولعمرکفپوشراافزایشم ‌یدهد‪.‬همچنینخشککردنسریعکفپوش‪،‬‬
‫خطر لغزش و ُسرخوردگی افراد بر روی سطوح مرطوب و لغزنده را کاهش داده و مانع از جذب مجدد و سریع آلودگی بر‬

‫روی سطح م ‌یگردد‪.‬‬

‫بطور کلی صرف هزینه و خرید یک دستگاه اسکرابر باکیفیت نه تنها موجب حفظ سرمایه اجرای کفپوش پلی اورتان‬
‫گردیده بلکه با کاهش میزان مصرف آب و مواد شوینده و تعداد نیروی انسانی مورد نیاز برای نظافت و شستشو سطوح‬

‫کف‪ ،‬صرفه جویی در هزین ‌ههای کل و افزایش بهره اقتصادی را به همراه خواهد داشت‪.‬‬

Time to CHANGE
your DESIGN!

FLOORING & SERVICES

Mobile : +98 912 1057172

Brand Guidelines Si meliora
Version 1. September 2007. dies, ut vina,
3.15 Application poemata reddit
dolor amit.
Brand prefix

The brand prefix refers to the
positioning of the Speedmarque in
front of the British Airways logotype.
This format will be adopted in all
instances of graphic design where the
brand mark is presented alongside
accompanying text. This format uses
the Speedmarque to introduce all
text communications from British
Airways allowing the brand to open a
dialogue with customers.
At its simplest the prefix acts as a
mechanism from which to construct
the graphic layout.
Consistency in this layout treatment
will help to reinforce a rational brand
presentation.
In principal all type should align to the
left with the Speedmarque standing
proud from the primary branding
text message.

Brand Guidelines x Si meliora x
Version 1. September 2007. x dies, ut vina, x
3.16 Application poemata reddit
x dolor amit.
The brand prefix clear space area x Club World
x
The brand prefix must be given x x
prominence and visibility. However it
needs to lock up closely to associated x Si meliora
text and headline copy. The two x dies, ut vina,
illustrations opposite show how to poemata reddit
protect the prefix construction. Firstly Shaded area may be dolor amit.
the brandmark itself and secondly the infringed upon by imagery Club World
whole prefix and text column. if necessary, however it is
The clear space area shown opposite preferable to give the x
is the minimum clear space - we Speedmarque prominence
recommend that you increase this through clear surrounding
space wherever possible. space.
The clear space area is based on ‘x’, x
the depth of the Speedmarque. x
x
x

Brand Guidelines Si meliora Headline copy in Mylius Modern
Version 1. September 2007. dies, ut vina, Extra Light, creating distinct
3.17 Application poemata reddit differentiation between text and
dolor amit. brand logo. Please note that
External branding and Club World ensuring the legibility of all text is
communications type weight a priority in all instances.
Si meliora Where there is any possibility that
In selecting a font weight please dies, ut vina, the quality of legibility might be
consider the end use and actual size poemata reddit compromised by the use of this
when viewed or printed. Legibility and dolor amit Extra Light weight please default
clarity of text is of paramount Club World to Mylius Modern Light.
importance. Text that is too fine or Note: Sub brand text is always
small will leave the viewer irritated and Si meliora presented in Mylius Modern
may well result in unread copy. The dies, ut vina, Regular.
balance of point size and leading is also poemata reddit
important, it is our intention to create a dolor amit Headline copy in Mylius Modern
consistent balance in all sizes. Club World Light, adding weight and substance
to the text which will be valuable
when type is presented at small
sizes, as pale colour tints and when
reproduction quality is uncertain.
Note: Sub brand text is always
presented in Mylius Modern
Regular.

Headline copy in Mylius Modern
Regular, which is the maximum
strength recommended for
headline copy. The use of Mylius
Modern Regular should ensure
legibility of text in all instances
providing that the contrast colour
between text and background is
in balance.
Please note that pale colours will
always challenge legibility in print.
Note: Sub brand text is always
presented in Mylius Modern
Regular.

Brand Guidelines Lorem ipsumlo
Version 1. September 2007. est amet a duis
3.18 Application voulpat diauser
solor ar veta mis
Brand prefix narrative content
Column width Lorem ipsumlo
Copy will vary in both content and approximately est amet a duis
length. This text used here is for equals the voulpat diauser
diagramatic representation only. Each length of the solor ar veta mis
communications piece will require British Airways duis et nomnie
specific copy writing. logotype alto vidi esta et
psum dolor erst
Copy will vary in both content and Lorem ipsum
length. We recommend that a text
column is created to the width of the Voulpat diauser
logotype and that all copy sits within
that column to avoid the text column
dominating the prefix brandmark.

Associated text both preceeding and
following the prefix brandmark will also
change depending on the subject of the
communications piece and specific
brand messaging at any given time.

Brand Guidelines Si meliora Si meliora Si meliora
Version 1. September 2007. dies, ut vina, dies, ut vina, dies, ut vina,
3.19 Application poemata reddit poemata reddit poemata reddit
dolor amit dolor amit dolor amit
External branding and Club World Club World Club World
communications type colour
balance Si meliora Si meliora Si meliora
dies, ut vina, dies, ut vina, dies, ut vina,
Colour offers us flexibility across the poemata reddit poemata reddit poemata reddit
core colour palette. dolor amit dolor amit dolor amit
The secondary colour palette can also Club World Club World Club World
extend the brand presentation without
losing its British Airways look and feel. Si meliora Si meliora
dies, ut vina, dies, ut vina,
Please note that the cabin brand ‘Club poemata reddit poemata reddit
World’ assumes the same colour as dolor amit dolor amit
British Airways. This would be true of all Club World Club World
products and service types.

Si meliora
dies, ut vina,
poemata reddit
dolor amit
Club World

Diagram not to scale

Brand Guidelines Lorem ipsumlo
Version 1. September 2007. est amet a duis
3.20 Application voulpat diauser
solor ar veta mis
Brand prefix construction
and spacing Lorem ipsumlo x
est amet a duis x
The Speedmarque and logotype can voulpat diauser
either preceed, follow or wrap around solor ar veta mis
accompanying text.
In this format the cap height of the Lorem ipsumlo
headline is equal to the cap height of est amet a duis
the logotype. voulpat diauser
solor ar veta mis
xx Club World
x

Lorem ipsumlo
est amet a duis
voulpat diauser
x solor ar veta mis

x

x Club World

x
x

Illustration 1 Lorem ipsumlo

Brand Guidelines est amet a duis
Version 1. September 2007. voulpat diauser
3.21 Application solor ar veta mis

Brand prefix construction Variable distance
and spacing
Book at ba.com
Text can also be detached from the
sqeedmarque logotype component but Illustration 2
must remain related through size and
the ranged left relationship (see Book at ba.com
illustration 1).

The brand prefix arrangement can also
form the relationship between ‘call to
action’ messages (see illustration 2)
and cabin product identities (see
illustration 3).

Illustration 3

Club World

Brand Guidelines Si meliora Si meliora
Version 1. September 2007. dies, ut vina, dies, ut vina,
3.22 Application poemata reddit poemata reddit
dolor amit dolor amit
External branding and Club World Club World
communications page layout
Si meliora Si meliora
This construction can vary in scale dies, ut vina, dies, ut vina,
and position to create a distinctive poemata reddit poemata reddit
British Airways look whether against flat dolor amit dolor amit
colour ribbed background, or illustration Club World
or photography.
The same simple principles apply when Si meliora Club World
building layouts with large amounts of dies, ut vina,
body copy. poemata reddit Si meliora
Range left and maintain the principle of dolor amit dies, ut vina,
a simple typographic structure. poemata reddit
Club World dolor amit
Lorem ipsumlo
est amet a duis Si meliora dies, ut vina,
voulpat diauser poemata reddit, scire velim,
solor ar veta mis chartis pretium quotus arroget
annus. scriptor abhinc annos
Club World centum qui decidit, inter
perfectos veteresque referri
debet an inter vilis atque
novos? Excludat iurgia finis,
“Est vetus atque probus,
centum qui perficit annos.”
Quid, qui deperiit minor uno
mense vel anno, inter quos
referendus erit? Veteresne

Club World

Brand Guidelines Body copy Si meliora Si meliora Si meliora
Version 1. September 2007. dies, ut vina, dies, ut vina, dies, ut vina,
3.23 Application Si meliora poemata reddit poemata reddit poemata reddit
dies, ut vina, dolor amit dolor amit dolor amit
Cap height and leading poemata reddit
dolor amit 8/12pt leading 10/14pt leading 12/16pt leading
In order to keep an easy-on-the-eye
feel to communications we are 6/10pt leading
recommending a relatively compact
scaling structure across typesizes. Headline copy Si meliora Si meliora
dies, ut vina, dies, ut vina,
For text copy - below 14pt type we are Si meliora poemata reddit poemata reddit
suggesting an additional 4pt leading dies, ut vina, dolor amit dolor amit
above the point sizes to ease legibility poemata reddit
at smaller sizes. dolor amit 16/18pt leading 18/22pt leading

For larger copy - above 14pt type we 14/16pt leading
are suggesting a 2pt leading above the
point size. Si meliora
dies, ut vina,
poemata reddit
dolor amit

22/24pt leading

Brand Guidelines
Version 1. September 2007.
3.24 Application

Cap height and leading Si mel
utavin
An easy way to scale headlines above
28pt/30pt is to set it at 28/30pt and 100/109pt leading
proportionately enlarge the type on
screen to maintain the relationship.

Si meliora
dies, ut vina,
poemata reddit
dolor amit.

28/30pt leading

Brand Guidelines Lorem ipsumlo
Version 1. September 2007. est amet a duis
3.25 Application voulpat diauser
solor ar veta mis
Headline type colour - Club World
advertising communications
Lorem ipsumlo
Preferred type colour for headline copy est amet a duis
for advertising communications is voulpat diauser
specified on babrand.com. solor ar veta mis
Club World

Brand Guidelines Si meliora Si meliora
Version 1. September 2007. dies, ut vina, dies, ut vina,
3.26 Application poemata reddit poemata reddit
dolor amit. dolor amit.
Layout and photography Club World Club World

This construction can vary in scale Si meliora dies, ut vina, poemata reddit
and position to create a distinctive dolor ipsum set kiljleum amit.
British Airways look whether against flat
colour, illustration or photography. Club World
The same simple principles apply when
building layouts with large amounts of Si meliora dies, ut vina, debet an inter vilis atque referendus erit? Veteresne
body copy. poemata reddit, scire velim, novos? Excludat iurgia finis, poetas, an quos et praesens et
Range left and maintain the principle of chartis pretium quotus arroget “Est vetus atque probus, postera respuat aetas?
a simple typographic structure. annus. scriptor abhinc annos centum qui perficit annos.” “Iste quidem veteres inter
centum qui decidit, inter Quid, qui deperiit minor uno ponetur honeste, qui vel mense
Photography, subject to licence. Do not use without prior consent. perfectos veteresque referri mense vel anno, inter quos brevi vel toto est iunior anno.”

Club World

Brand Guidelines With our compliments Mylius modern regular
Version 1. September 2007.
3.27 Application With our compliments

Large headline scale Mylius modern light

Headline copy will, in some With our complim
instances, require an altered
relationship to the Mylius modern extra light
Speedmarque prefix. In
these instances the range
left principle still applies
retaining the structural
relationship despite change
in scale.

Large headline
type weight

As type goes up in size
lighter weights will add
elegance and retain their
strength in relationship to
the prefix signature.

Brand Guidelines Please check-in here
Version 1. September 2007. Check-in
3.28 Application

Large headline for signage

Headline text and product services
messages can either preceed or
follow the British Airways prefix
depending on the type of message
and the appropriate etiquette at the
point in the customer journey.

Brand Guidelines First First
Version 1. September 2007.
3.29 Application First Pre check-in British Airways led (e.g. above-the-line)
First
In-journey First
cabin products - First
Pre check-in product led (e.g. direct marketing)
All cabin brands and products will have
a uniform and fixed relationship to the First
brand prefix.
Post check-in product led (e.g. journey collateral)
This relationship may appear with
different emphasis depending upon
who the communications piece is from
and at which point in the journey the
product is being presented.

For example, pre check-in
British Airways may be assumed to be
the lead in the brand hierachy, whereas
after check-in the product or cabin
brand may assume the lead in the
communications piece.

White Warm Grey 7

First

Brand Guidelines Club World Club World
Version 1. September 2007.
3.30 Application Pre check-in British Airways led (e.g. above-the-line)

In-journey Club World Club World
cabin products - Club World
Pre check-in product led (e.g. direct marketing)
All cabin brands and products will have
a uniform and fixed relationship to the Club World Club World
brand prefix.

This relationship may appear with
different emphasis depending upon
who the communications piece is from
and at which point in the journey the
product is being presented.

For example, pre check-in
British Airways may be assumed to be
the lead in the brand hierachy, whereas
after check-in the product or cabin
brand may assume the lead in the
communications piece.

Post check-in product led (e.g. journey collateral)

White Pantone 289 Pantone 2708

Club World

Brand Guidelines Club Europe Club Europe
Version 1. September 2007.
3.31 Application Pre check-in British Airways led (e.g. above-the-line)

In-journey Club Europe Club Europe
cabin products - Club Europe
Pre check-in product led (e.g. direct marketing)
All cabin brands and products will have
a uniform and fixed relationship to the Club Europe Club Europe
brand prefix.

This relationship may appear with
different emphasis depending upon
who the communications piece is from
and at which point in the journey the
product is being presented.

For example, pre check-in
British Airways may be assumed to be
the lead in the brand hierachy, whereas
after check-in the product or cabin
brand may assume the lead in the
communications piece.

Post check-in product led (e.g. journey collateral)

White Pantone 289 Pantone 2708

Club Europe

Brand Guidelines World Traveller World Traveller
Version 1. September 2007.
3.32 Application Pre check-in British Airways led (e.g. above-the-line)

In-journey World Traveller World Traveller
cabin products - World Traveller
Pre check-in product led (e.g. direct marketing)
All cabin brands and products will have
a uniform and fixed relationship to the World Traveller World Traveller
brand prefix.

This relationship may appear with
different emphasis depending upon
who the communications piece is from
and at which point in the journey the
product is being presented.

For example, pre check-in
British Airways may be assumed to be
the lead in the brand hierachy, whereas
after check-in the product or cabin
brand may assume the lead in the
communications piece.

Post check-in product led (e.g. journey collateral)

White Pantone 286 Pantone 485

World Traveller

Brand Guidelines World Traveller Plus World Traveller Plus
Version 1. September 2007.
3.33 Application Pre check-in British Airways led (e.g. above-the-line)

In-journey World Traveller Plus World Traveller Plus
cabin products - World Traveller
Plus Pre check-in product led (e.g. direct marketing)

All cabin brands and products will have World Traveller Plus World Traveller Plus
a uniform and fixed relationship to the
brand prefix.

This relationship may appear with
different emphasis depending upon
who the communications piece is from
and at which point in the journey the
product is being presented.

For example, pre check-in
British Airways may be assumed to be
the lead in the brand hierachy, whereas
after check-in the product or cabin
brand may assume the lead in the
communications piece.

Post check-in product led (e.g. journey collateral)

White Pantone 286 Pantone 485

World Traveller Plus

Brand Guidelines Euro Traveller Euro Traveller
Version 1. September 2007.
3.34 Application Euro Traveller Pre check-in British Airways led (e.g. above-the-line)
Euro Traveller
In-journey Euro Traveller
cabin products - Euro Traveller
Pre check-in product led (e.g. direct marketing)
All cabin brands and products will have
a uniform and fixed relationship to the Euro Traveller
brand prefix.
Post check-in product led (e.g. journey collateral)
This relationship may appear with
different emphasis depending upon
who the communications piece is from
and at which point in the journey the
product is being presented.

For example, pre check-in
British Airways may be assumed to be
the lead in the brand hierachy, whereas
after check-in the product or cabin
brand may assume the lead in the
communications piece.

White Pantone 286 Pantone 485

Euro Traveller

Brand Guidelines Executive Club Executive Club
Version 1. September 2007.
3.35 Application Executive Club Pre check-in British Airways led (e.g. above-the-line)
Executive Club
In-journey Executive Club
cabin products - Executive Club
Pre check-in product led (e.g. direct marketing)
All cabin brands and products will have
a uniform and fixed relationship to the
brand prefix.

This relationship may appear with
different emphasis depending upon
who the communications piece is from
and at which point in the journey the
product is being presented.

For example, pre check-in
British Airways may be assumed to be
the lead in the brand hierachy, whereas
after check-in the product or cabin
brand may assume the lead in the
communications piece.

Executive Club

Pantone 286 Pantone 877 Pantone 871

Executive Club

Brand Guidelines Solid colour backgrounds Si meliora Si meliora
Version 1. September 2007. dies, ut vina, dies, ut vina,
3.36 Application Si meliora poemata reddit poemata reddit
dies, ut vina, dolor amit dolor amit
Background control poemata reddit Club World Club World
dolor amit
The examples shown opposite should Club World Mid background Dark background
be used as a guide for selecting the
correct prefix colourway for your Light background The positive or reversed out option The reversed out option of the prefix
background. This is the preferred method of of the prefix may be used depending must be used on dark backgrounds.
reproducing the prefix on the tone of the background
When applying the prefix to
photographic backgrounds always Photographic backgrounds
attempt to place the prefix in an area
of minimum clutter. Avoid busy or Si meliora Si meliora Si meliora
heavily textured backgrounds. dies, ut vina, dies, ut vina, dies, ut vina,
poemata reddit poemata reddit poemata reddit
The legibility of text must always be dolor amit dolor amit dolor amit
achieved so ensure a good contrast Club World Club World Club World
between text and the background it
sits upon. Light tone background Mid-tone background Dark tone background

The positive option of the prefix The positive or reversed out option The reversed out option of the prefix
must be used of the prefix may be used depending must be used on dark backgrounds.
on the tone of texture of the
background image

Si meliora x Si meliora x Avoid placing the identity components
dies, ut vina, dies, ut vina, against complex textures and confined
poemata reddit poemata reddit spaces.
dolor amit dolor amit Never place the speedmarque against
Club World Club World ‘red’ backgrounds as this absorbs the
integral corporate red and compremises
stand out.

oneworld size relationship 1/5x
3/5x
Brand Guidelines Lorem ipsumlo
Version 1. September 2007. est amet a duis Si meliora
3.37 Application voulpat diauser dies, ut vina,
solor ar veta mis poemata reddit
Brand prefix construction dolor amit
oneworld oneworld safe area Club World

The oneworld member logo appears on Positioning the oneworld logo
all external communications wherever
the prefix signature appears with the full Si meliora
British Airways logotype. The dies, ut vina,
relationship of the two marks is poemata reddit
established by aligning the overall dolor amit
height of the oneworld logo with that Club World
of the Speedmarque.
Si meliora Si meliora
The preferred position of a oneworld dies, ut vina, dies, ut vina,
logo on a British Airways poemata reddit poemata reddit
communication is top or bottom right dolor amit dolor amit
of the page. Club World Club World

The minimum safe area around the
oneworld logo is established by half the
diameter of the logo.

Diagram not to scale

Brand Guidelines Lorem ipsumlo
Version 1. September 2007. est amet a duis
3.38 Application voulpat diauser
solor ar veta mis
Brand prefix construction
oneworld/rib effect 3/5x

When placing the oneworld logo against
the rib effect background a safe area is
required to protect the integrity of the
halo which surrounds the oneworld
logo. This situation arises primarily
when using darker coloured
backgrounds.

When placing the oneworld logo against
the rib effect background a safe area is created
by masking out an area in the base colour of
the page to protect the integrity of the white vignette

Brand Guidelines
Version 1. September 2007.
3.39 Application

ba.com

On price driven campaigns and online
‘ba.com’ replaces the British Airways
logotype with its own unique sizing and
relationship to associated text.
Please note that ba.com appears in
Mylius Modern bold and associated
text in a contrasting type weight Mylius
Modern Regular.

ba.com Book by September 27

Relationship construction

Brand Guidelines Book at
Version 1. September 2007.
3.40 Application ba.com

ba.com ba.com

Text may either preceed or follow the Book by September 27
ba.com prefix and may also run
between the Speedmarque and the ba.com Book by September 27
ba.com logotype.
In all other ways the ba.com prefix
follows the conventions set out for the
British Airways prefix.

Book at ba.com Note: While it’s acceptable
to break the prefix relationship
with ba.com, never insert words
between the Speedmarque
and the British Airways logotype
in its prefix format.

Brand Guidelines
Version 1. September 2007.
3.41 Application

Brand prefix stacked for narrow
space

Where horizontal space is restricted a
vertical stacked format of the prefix is
available.
This presentation is restricted, please
seek advice from the BA Design
Management team before applying it.

Brand Guidelines
Version 1. September 2007.
3.42 Application

In-journey Welcome on board

The following pages show the treatment
of brand prefix identity in-journey.
Specifically for use in environments
‘owned’ by British Airways e.g inside
lounge environments, on board the
aircraft, inside BA publications.

1. Corporate identity 2. Brand prefix 3. In-journey

The logotype and speedmarque are The logotype creates a bridge into the The speedmarque creates the bridge into
common to both the corporate and customer facing brand presentation. the in-journey brand presentation.
brand identities.
Brand Prefix Brand Prefix In-journey
Corporate Signature

Brand Guidelines Welcome on board
Version 1. September 2007. Welcome on board
3.43 Application Welcome on board

The prefix – In-journey

The in-journey prefix format is for use
once passengers are within the
British Airways ‘owned’ environment -
after check-in (e.g. on board the aircraft,
within lounges, within in-flight
publications etc.).

We aim to relax our brand presentation
by allowing the Speedmarque itself to
signal the brand, losing the neccessity to
repeat the British Airways logotype.

Similarly, in certain applications within
the British Airways ‘owned’
environment we can further relax the
brand presentation by adopting single
colour.

Note: The Speedmarque has a different,
realigned relationship to the cap height
of the text creating balance between
Speedmarque and copy.

Brand Guidelines Love the journey
Version 1. September 2007.
3.44 Application Relationship construction

Brand prefix construction
and spacing

The in-journey prefix construction has
been carefully created to equate to the
communications/branding logotype
construction while retaining a balance
between speedmarque and text only.
This is a locked relationship and should
not be changed or modified.

Please note that the recommended
typeface in this format is Mylius modern
regular.

Brand Guidelines Welcome on board
Version 1. September 2007.
3.45 Application

Brand prefix narrative content Vertical format Lorem ipsumlo
Copy can be presented both est amet a duis
Copy will vary in both content and vertically and horizontally, voulpat diauser
length, and can be presented in a depending on the solor ar veta mis
variety of layouts ranging from single design/communications piece. duis et nomnie
words to full sentences. The common To create a vertical ‘stack’ we alto vidi esta et
feature that unites the brand message recommend that a maximum line psum dolor erst
is the use of the speedmarque prefix of 5 words per line to create a
to introduce the message, making the compact but easy to read
connection directly to the brand. Each typographic structure.
communications piece will require
specific copy writing. Lorem ipsumloest amet a duis
voulpat diauser solor ar veta mis
Horizontal format
Where a design format dictates a
horizontal layout simply run the
line of text from the
speedmarque and break the line
as appropriate.
Please note, long lines of copy are
difficult to read so please ensure
that the line length is both
appropriate and legible.

Brand Guidelines x x
Version 1. September 2007. x
3.46 Application x Welcome on board
x
The brand prefix clear space area x
x
The brand prefix must be given x Lorem ipsumlo
prominence and visibility. The two x est amet a duis
illustrations opposite show how to voulpat diauser
protect the prefix construction. Firstly x solor ar veta mis
the prefix construction on a single duis et nomnie
line and secondly the prefix together
with the text column.
The clear space area shown opposite
is the minimum clear space - we
recommend that you increase this
space wherever possible.
The clear space area is based on ‘x’,
the depth of the speedmarque.

Brand Guidelines Welcome on board Can we help you?
Version 1. September 2007.
3.47 Application Enjoy! Upgrading isn’t
Upgrading isn’t about changing
In-journey layout about changing seats, its about
seats, its about changing airlines
This construction can vary in scale and changing airlines
position to create a distinctive Enjoy your journey
British Airways look whether against flat
colour, illustration or photography. Si meliora dies, ut vina,
The same simple principles apply when poemata reddit, scire velim,
building layouts with large amounts of chartis pretium quotus arroget
body copy. annus. scriptor abhinc annos
Range left and maintain the principle of centum qui decidit, inter
a simple typographic structure. perfectos veteresque referri
debet an inter vilis atque
Enjoy your journey novos? Excludat iurgia finis,
“Est vetus atque probus,
centum qui perficit annos.”
Quid, qui deperiit minor uno
mense vel anno, inter quos
referendus erit? Veteresne

Welcome on board

Brand Guidelines
Version 1. September 2007.
3.48 Application

Enjoy our Cocktail
autumn menu
menu
In-journey layout
Note: Diagram not to scale
This construction can vary in scale
and position to create a distinctive
British Airways look whether against flat
colour, illustration or photography.
The same simple principles apply when
building layouts with large amounts of
body copy.
Range left and maintain the principle of
a simple typographic structure.

Debet an inter vilis atque referendus erit? Veteresne
novos? Excludat iurgia finis, poetas, an quos et praesens et
“Est vetus atque probus, postera respuat aetas?
centum qui perficit annos.” “Iste quidem veteres inter
Quid, qui deperiit minor uno ponetur honeste, qui vel mense
mense vel anno, inter quos brevi vel toto est iunior anno.”

Love the journey

Brand Guidelines Please ensure that the single colour version
Version 1. September 2007.
3.49 Application x of the Speedmarque is carefully applied with
the halftone tint always matching text or
The prefix – In-journey background colourway.
Single colour use
Welcome on board
Once customers are within
British Airways journey there will be an Welcome on board
opportunity to relax the corporate
brand expression. x Always ensure that the integrity of the
tint within the Speedmarque is correctly balanced.
This can be achieved by reducing the
reliance on the red, white and blue x British Airways
‘beacon’ branding and also allowing the
Speedmarque to carry the Never use this in-journey prefix format to connect the speedmarque
British Airways brand signal, dropping and a text version of the British Airways name. This creates a conflict
the logotype. This single colour with the Speedmarque/logotype prefix format.
presentation is particularly relevant in
certain online environments - once
onboard the aircraft, within BA lounge
facilities and publications.

Brand Guidelines It’s great to have you on board today.
Version 1. September 2007. With our compliments
3.50 Application Be our guest, just ask.
Thank you for flying with us today
The prefix – In-journey We hope to see you again soon
Conversational style

By relaxing the brand presentation in this
way we gain the opportunity to use text to
communicate appropriately with customers
along the British Airways journey.

Note: If punctuation is required within a
sentence then the sentence should be
concluded with a full stop. However, if there
is no other punctuation within the
sentence, do not use a full stop.

x British Airways. Be our guest, just ask.

Never use this in-journey prefix format to connect the Speedmarque and a text version of the British Airways name.
This creates a conflict with the Speedmarque/logotype prefix format.

Brand Guidelines It’s great to have you on board today.
Version 1. September 2007. With our compliments
3.51 Application Be our guest, just ask.
Thank you for flying with us today
Prefix in-journey
Single colour use It’s great to have you on board today
With our compliments
When applying the prefix in-journey Be our guest, just ask.
always keep its presentation simple. Thank you for flying with us today
Use 1 colour only within any given
line of text and ensure that the
Speedmarque colour matches the
text colour. Avoid an overuse of red
and use common sense to avoid pale
colours and soft contrast text, as
ensuring legibility and clarity is always
a priority.

Brand Guidelines It’s great to have you on board today. X
Version 1. September 2007.
3.52 Application With our compliments X

Prefix in-journey Be our guest, just ask. X
Single colour use
Thank you for flying with us today X
When applying the prefix in-journey
always keep its presentation simple. It’s great to have you on board today X
Use 1 colour only within any given
line of text and ensure that the With our compliments X
Speedmarque colour matches the
text colour. Avoid an overuse of red
and use common sense to avoid pale
colours and soft contrast text, as
ensuring legibility and clarity is always
a priority.

Be our guest, just ask. X

Thank you for flying with us today X

When the Speedmarque is used against a colour
outside the corporate palette it should naturally
default to a blue internal vignette.

Brand Guidelines Solid colour backgrounds With compliments With compliments
Version 1. September 2007.
3.53 Application With compliments

Prefix in-journey Light background Mid background Dark background
Background control This is the preferred method of
reproducing the signature. The positive or reversed out option The reversed out option of the signature
The examples shown opposite should of the signature may be used depending must be used on dark backgrounds.
be used as a guide for selecting the Photographic backgrounds on the tone of the background.
correct colour balance and prefix
signature for your background. With compliments With compliments With compliments

When applying the signature to Light tone background Mid-tone background Dark tone background
photographic backgrounds always The positive option of the signature
attempt to place the signature in an must be used. The positive or reversed out option The reversed out option of the signature
area of minimum clutter. of the signature may be used depending must be used on dark backgrounds.
With compliments on the tone of texture of the
The legibility of text must always be background image.
achieved so ensure a good contrast x
between text and the background it
sits upon.

With compliments Avoid placing the identity components
against complex textures and confined
x spaces.
Never place the Speedmarque against
‘red’ backgrounds as this absorbs the
integral corporate red and comprimises
stand out.

Brand Guidelines First
Version 1. September 2007. First
3.54 Application

In-journey cabin products -
First

The in-journey prefix format aligns
all cabin brand identities for on
board cabin brands and
Executive Club.

Each cabin brand identity has its
own distinctive colour story.

Each cabin brand identity requires
the same safe area and conforms to
the same layout principles as the
core prefix identity.

White Warm Grey 7

First

Brand Guidelines Club World
Version 1. September 2007. Club World
3.55 Application
Club Europe
In-journey cabin products - Club Europe
Club World/Club Europe

The in-journey prefix format aligns
all cabin brand identities for on
board cabin brands and
Executive Club.

Each cabin brand identity has its
own distinctive colour story.

Each cabin brand identity requires
the same safe area and conforms to
the same layout principles as the
core prefix identity.

White 289C Mdnt Blue 90% 289C 2708C Light Blue
Mdnt Blue
Club World

White 289C Mdnt Blue 90% 289C 2708C Light Blue

Club Europe Mdnt Blue

Brand Guidelines World Traveller
Version 1. September 2007. World Traveller
3.56 Application
World Traveller Plus
In-journey cabin products - World Traveller Plus
World Traveller/
World Traveller Plus

The in-journey prefix format aligns
all cabin brand identities for on
board cabin brands and
Executive Club.

Each cabin brand identity has its
own distinctive colour story.

Each cabin brand identity requires
the same safe area and conforms to
the same layout principles as the
core prefix identity.

White 286C Blue 90% 286C Blue

World Traveller

White 485C Red 286C Blue 90% 286C Blue

World Traveller Plus

Brand Guidelines Euro Traveller
Version 1. September 2007. Euro Traveller
3.57 Application

In-journey cabin products -
Euro Traveller

The in-journey prefix format aligns
all cabin brand identities for on
board cabin brands and
Executive Club.

Each cabin brand identity has its
own distinctive colour story.

Each cabin brand identity requires
the same safe area and conforms to
the same layout principles as the
core prefix identity.

White 286C Blue 90% 286C Blue

Euro Traveller

Brand Guidelines Executive Club
Version 1. September 2007. Executive Club
3.58 Application
Executive Club
In-journey Executive Club - Executive Club
Blue and Silver

The in-journey prefix format aligns
all cabin brand identities for on
board cabin brands and
Executive Club.

Each cabin brand identity has its
own distinctive colour story.

Each cabin brand identity requires
the same safe area and conforms to
the same layout principles as the
core prefix identity.

White 286C Blue 90% 286C Blue

Executive Club Blue

White 877C Silver 80% 877C Silver

Executive Club Silver

Brand Guidelines Executive Club
Version 1. September 2007. Executive Club
3.59 Application
Premier
In-journey Executive Club - Premier
Gold and Premier

The in-journey prefix format aligns
all cabin brand identities for on
board cabin brands and
Executive Club.

Each cabin brand identity has its
own distinctive colour story.

Each cabin brand identity requires
the same safe area and conforms to
the same layout principles as the
core prefix identity.

White 871C Gold 80% 871C Gold

Executive Club Gold

White Black 90% Black

Premier

Brand Guidelines
Version 1. September 2007.

4.0 Library 4.10 Prefix brand signature Club Europe
4.11 Prefix brand signature Club First
4.1 Corporate Identity stand alone 4.12 Prefix brand signature World Traveller
Brand signature (preferred format) 4.13 Prefix brand signature World Traveller Plus
4.14 Prefix brand signature Euro Traveller
4.2 Corporate Identity stand alone 4.15 Prefix brand signature
Brand signature (Stacked format)
Executive Club/Executive Club blue
4.3 Prefix Brand signature 4.16 Prefix brand signature
4.4 Corporate Identity stand alone
Executive Club - Silver Executive Club - Gold
Brand signature (Stacked format) 4.17 Prefix brand signature Premier
4.5 Prefix brand signature 4.18 Prefix ba.com Vertical Template
4.19 Prefix ba.com Horizontal Template (text preceeding)
Vertical text template 4.20 Prefix ba.com Horizontal Template (text following)
4.6 Prefix brand signature 4.21 Prefix In-journey Template (horizontal format)
4.22 Prefix In-journey Template (horizontal format)
Horizontal text template 4.23 Ribbed effect background
4.7 Prefix brand signature 4.24 Ribbed effect background

Large headline template
4.8 Prefix brand signature

Large headline template
4.9 Prefix brand signature Club World

Brand Guidelines
Version 1. September 2007.
4.1 Library

Corporate Identity stand alone
Brand signature (preferred format)

Corporate Positive 4 Colour half tone Corporate Positive 2 Colour solid Corporate Positive B+W halftone Corporate Positive B+W Line artwork
Ref: A1 Ref: A3 Ref: A5 Ref: A7

Corporate Reversed 4 Colour half tone Corporate Reversed 2 Colour solid Corporate Reversed B+W halftone Corporate Reversed B+W Line artwork
Ref: A2 Ref: A4 Ref: A6 Ref: A8

Brand Guidelines
Version 1. September 2007.
4.2 Library

Corporate Identity stand alone
Brand signature (Stacked format)

Corporate Stacked Positive 4 Colour half tone Corporate Stacked Positive 2 Colour solid Corporate Stacked Positive B+W halftone Corporate Stacked Positive B+W Line artwork
Ref: B1 Ref: B3 Ref: B5 Ref: B7

Corporate Stacked Reversed 4 Colour half tone Corporate Stacked Reversed 2 Colour solid Corporate Stacked Reversed B+W halftone Corporate Stacked Reversed B+W Line artwork
Ref: B2 Ref: B4 Ref: B6 Ref: B8