Air Brand Guidelines 2025
Air Brand Guidelines 2025 define the 'Space to breathe' identity for product and marketing teams, designers, and content creators. The 55-slide system covers logo treatments and clearspace, a two-layer voice, the Control type family, a black-and-white-rooted palette with Sky blue as the dominant accent, motion and tag systems, and application templates for video, social, OOH, and product UI, with explicit do/don't rules throughout.
- Slide 1: Air: Brand Guidelines Version 1.0
- Slide 2: Contents: Brand idea, Logo, Voice, Color
- Slide 3: Section divider introducing the brand content chapters and signaling
- Slide 4: Brand idea: Space to breathe
- Slide 5: Defines 'space to breathe' as mental, visual, and emotional room
- Slide 6: Space to breathe: the brand promise
- Slide 7: Refreshed wordmark: human, hand-drawn feel
- Slide 8: Three logo types: small, primary, display
- Slide 9: Logo uses: four levels from expressive to micro
- Slide 10: Clearspace and minimum size
- Slide 11: Logo treated over photographic imagery
- Slide 12: Small-scale logo: avatars, favicon and marks
- Slide 13: Primary logo misuse examples
- Slide 14: Display logo: top usage tips
- Slide 15: Brand voice: clear, calm irreverence
- Slide 16: One Voice. Two Layers
- Slide 17: Layer One: your maverick leader
- Slide 18: Layer Two: your capable teammate
- Slide 19: Creative voice: how our two voices combine
- Slide 20: Product messaging examples and mockups
- Slide 21: Advocates plain, action-oriented copy over corporate jargon by converting
- Slide 22: Defines voice principles: clear not clinical, calm not flat
- Slide 23: Introduces the art direction concept of giving creative people 'space
- Slide 24: Art Direction: Space to breathe
- Slide 25: Art Direction Checklist: Light, Open, Alive
- Slide 26: Opens the moodboard section and notes that the following pages
- Slide 27: Moodboard: Create breathing room
- Slide 28: Moodboard: How this might look
- Slide 29: Moodboard: Allow for moments of delight
- Slide 30: Provides practical dos: create breathing room, embrace softness, invite
- Slide 31: Art direction: don'ts
- Slide 32: Motion reveals the logo as a living form
- Slide 33: Logo: motion trials
- Slide 34: Explains that the logo’s materiality may be reinterpreted for creative
- Slide 35: Control font family: introduction
- Slide 36: Specimens showing Control Upright, Control Cursive, and bold display weights
- Slide 37: Control Upright: product voice
- Slide 38: Creative voice: expressive type
- Slide 39: Text color limited to black or white
- Slide 40: misuse: do's and don'ts
- Slide 41: Color: palette rooted in black and white
- Slide 42: Core neutrals lead; supporting color used sparingly
- Slide 43: Use proportion: Sky blue 50%, others 5% each
- Slide 44: Colour pairings for white and black foregrounds
- Slide 45: Color don'ts and do's
- Slide 46: Tag system and titling with grid
- Slide 47: Tag system: layered tags and motion
- Slide 48: Tag System explorations and system variations
- Slide 49: Application: brand across digital, print, and physical
- Slide 50: Video thumbnails V1: compressed control headline
- Slide 51: Instagram post family: "Crazy Ones" headline treatment
- Slide 52: Social brand examples with oversized
- Slide 53: Out-of-home billboard: "Your ideas need space"
- Slide 54: Vertical OOH / story formats: 'Ideas flow on' series
- Slide 55: Contact: Air brand team
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