Airbus Purpose Framework Messaging and Design …...Table of Contents April 2018 The Airbus Purpose...

Airbus Purpose Framework

Messaging and Design Guideline

April 2018

Table of Contents

April 2018

The Airbus Purpose Framework | Messaging and Design

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#1 Basic design elements 1.0_Visual elements overview

#2 The Airbus Purpose Framework 2.1_Visualisation 2.2_The components and their visuals

#3 Overarching messaging 3.0_Headlines and supporting copy

#4 Graphical implementation 4.0_The visuals as part of typography 4.1_The visuals as part of typography ‘Don’ts’ 4.2_The visuals in context with imagery 4.3_The visuals in context with imagery ‘Don’ts’

#5 Applications 5.0_Example: Brochures 5.1_Example: Posters 5.2_Example: Hub 5.3_Example: Website 5.4_Overview

#6 Contact

#1

Basic Design elements

April 2018


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1.0 Visual elements – overview

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Basic Design Elements

Logo

Typeface

Helvetica Neue LT

25 Ultra Light 45 Light 65 Medium 85 Heavy

35 Thin 55 Roman 75 Bold 95 Black

Descriptors

Basic elements

Colour palette

Main brand colours Showroom colours

White: Ceiling, wall, displays, floor

Black: Spacer, displays (optional)

Grey: Spacer, floor, Carbon grid, Key line

Silver: Special colour

Highlight colours and shades Black and

shades

Main colour Airbus Blue

Carbon grid

Secondary elements

Key line

Gradient

All our communication and design is based on our Airbus Basic Design Principles.

This overview shows the elements to be used together with the Airbus Purpose Framework.

For detailed information please refer to the Basic Design Principles.

Logo

Typeface

Helvetica Neue LT



Descriptors

Basic elements

Colour palette







shades


Carbon grid

Secondary elements

Key line

Gradient

Helvetica Neue LT

25 Ultra Light 45 Light

55 Roman 65 Bold

Logo

Typeface

Helvetica Neue LT



Descriptors

Basic elements

Colour palette







shades


Carbon grid

Secondary elements

Key line

Gradient

Logo

Typeface

Helvetica Neue LT



Descriptors

Basic elements

Colour palette







shades


Carbon grid

Secondary elements

Key line

Gradient

Logo

Typeface

Helvetica Neue LT



Descriptors

Basic elements

Colour palette







shades


Carbon grid

Secondary elements

Key line

Gradient

Imagery

April 2018


Logo

Typeface

Helvetica Neue LT 25 Ultra Light 45 Light

65 Medium 85 Heavy

35 Thin 55 Roman 75 Bold

95 Black

Descriptors

Basic elements

Colour palette

Main brand coloursShowroom colours





Highlight colours and shadesBlack and

shades


Carbon grid

Secondary elements

Key line

Gradient

A carefully selected range of abstract

‘globe’ component visuals are used with

headline messages.

Airbus product images

#2

The Airbus

Purpose Framework

April 2018


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2.0 Airbus Purpose Framework - visualisation

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The Airbus Purpose Framework

The framework has been visualised to represent a truly global company unified by a shared

purpose. Our Purpose connects to different components, each with a distinct role and visualised

circular motif.

The circular motifs are intended for internal use only at this stage and will not be used in external

communications. They should not be copied or replicated for any purpose other than presentation

of the framework itself.

April 2018


2.1 The components and their visuals

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Each motif should be recognised as an ambassador of its component term; therefore,

component terms, descriptions, and their visuals are linked together. Component terms

and visuals may not be interchanged or used randomly.

Component Description

Our Purpose emphasises why we exist and the

bigger role we play in the world. It is expressed as

a benefit to customers or stakeholders that they

really value.

Our Purpose defined is ‘to apply our passion for

aerospace to create a better connected, safer and

more prosperous world.’

Our Position represents the unique position our

brand occupies in the market vs. competitors.

It speaks to both our culture and business.

Our Position is defined as ‘we make it fly.’

Our Values represent core beliefs in action, and

drive behaviour, so that we deliver Our Purpose

and Ambition. Employees around the world have

come together to define our 6 values:

• We are One / Team Work!

• Customer Focus

• Reliability

• Respect

• Creativity

• Integrity

April 2018


Component Description

Our Behaviour is most relevant for employees in

their day-to-day jobs, as this is how we expect

people to act in line with Our Values. These can

be measured and rewarded.

For example, to behave with integrity, employees

should always act ethically and speak up early

when aware of any non-compliant issues.

Our Ambition describes what success looks like in

terms of numbers and relationships. This must be

measurable.

Our Ambition is defined as ‘responsibly create

long term value for everyone involved with and

served by Airbus, whilst continuously streng-

thening our leadership, profitability and trust.’

Our Strategy focuses our thinking and resour-

ces, so that we can achieve our overarching

Ambition. Our Strategy prioritises three points:

1) create value for our customers through

innovation,

2) integrate our talents and diversities to become

more competitive, and

3) be international in our mindset and footprint

Our Priorities are most relevant for employees

in their day-to-day jobs, as these describe specific

tasks that will enable us to deliver against Our

Strategy at a divisional level.

For example, to deliver on our commitments in

Commercial Aircraft, a key priority is to achieve

industrial ramp-up on the A320 family and A350

XWB family.

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2.1 The components and their visuals

April 2018


#3

Overarching messaging

April 2018


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Overarching messaging

3.0 Headlines and supporting copy

Headlines should be succint and focus on one Purpose Framework component that is visually

complemented by its motif. The key word in the headline can either be the component term

itself or a word from the component description. This is demonstrated in the examples below.

Supporting copy should be used to further explain the headline.

In this example, the headline key

word is the component term

‘Purpose.’

The supporting copy uses the

component term description (to

apply our passion for aerospace

to create a better connected,

safer and more prosperous

world).

In this example, the headline key

word is from the component

description (to apply our passion

for aerospace to create a better

connected, safer and more

prosperous world).

The supporting copy can be

used to expand on this headline.

April 2018


#4

Graphical implementation

April 2018


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4.0 The visuals as part of typography

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The visuals help to emphasise the components of Our Purpose with impact and emotion. They

also help to deliver important messages about our company. To create a memorable visual effect,

the motifs are integrated into the key words and headlines.

• The composition of typo-

graphy and visual motifs

always appear against an

Airbus blue background.

• The typography is preferably

white.

• The visuals always replace

an “O” within the headline.

April 2018


• When using Helvetica Neue

LT Ultra Light, open up the

kerning for an elegant appeal.

It is possible to use two cuts of

Helvetica Neue LT for the

Headline:

• When using Helvetica Neue

LT Bold, give it a compact

look by using a tight kerning.


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The letters next to the visual may

overlap slightly, but the round

shape still has to be recognisable

and legible as an “O”.

If there is an overlap, the motif

always has to be behind the

letters, never in front of them.

The size of the motif relates to the x-height (x) of the word it corresponds with.

The approximate diameter can vary from at least 1.5 x up to 3 x.

April 2018



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Don’ts

Never replace any other letter than an “O”

or more than one letter by a visual.

Don‘t use the visuals randomly – each visual has to

be used for its particular message.

Do not show the visuals against another

background colour than Airbus Blue.

Please stick to the defined sizes for the motifs.

Do not shrink or enlarge the motifs beyond the

guideline recommendation.

The visuals may never appear separated

away from the typographic message.

April 2018


4.2 The visuals in context with imagery

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The Airbus Purpose is something that comes from deep within the company. This is why its

graphical transposition is always clearly embedded in an Airbus context – by sharing the same

medium, the same background or by compositing images in a defined way.

The only occasion in which the headline-visual-combination may appear alone within a format is

when it is clearly part of an existing Airbus environment. Some relevant examples include on a

website, on a double page within an Airbus brochure or within an Airbus showroom or exhibition

stand.

For stand alone media, a visual connection between the motifs and the Airbus brand is created by

composing them with product shots. To guarantee a coherent appearance, please respect the

definitions and guidance for compositions on the following pages.

Like a banner or as a part of a slide show on an Airbus website. Within a brochure or magazine, close to product shots or images

that show the world of or company.

April 2018


The photos on this page are for example purposes only as not all image rights are available.


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A smooth transition from a product shot to an Airbus Blue sky helps to arrange the headline and

visual within stand alone formats. The headline / message has to be clear and focused, so please

ensure that there is generous space between the headline and image.

Images are placed

within the lower quarter

of the format.

The headline and

image need to be

separated by

a distance preferrably

1/3 or at least ¼ of the

format.

April 2018



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Don’ts

Always make sure there is enough

space between the headline and images.

Don‘t use static images, as this does

not communicate progress.

April 2018


Don‘t use 90° top down shots as this

creates unnatural transitions.

Avoid images that don‘t show an aeronautical

context or unmistakably Airbus surroundings.

#5

Applications

April 2018


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5.0 Example: Brochures

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Applications

April 2018



5.1 Example: Posters

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Applications

April 2018



5.2 Example: Hub

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Applications

April 2018



5.3 Example: Website

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Applications

April 2018



Contact

If you have any questions,

please contact:

Airbus

Brand Management Team

Email: [email protected]

Airbus Purpose Framework Messaging and Design …...Table of Contents April 2018 The Airbus Purpose...

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