Jet2.com Brand Guidelines How to get that Jet2.com effect

Jet2.com Brand Guidelines
How to get that Jet2.com effect
Issue 1 - May 2013
Contents
Introduction and Be the Brand.........................................3
The Logo.............................................................................7
Colours................................................................................9
Typography...................................................................... 10
Price Points..................................................................... 11
It's all in the Shadows.................................................... 12
Key Selling Points (KSPs)............................................... 13
The Power of a Swoosh.................................................. 15
Applications.................................................................... 16
Graphic Elements........................................................... 19
Maps................................................................................ 20
Direct Marketing............................................................. 21
Photography.................................................................... 31
A Question of Copy......................................................... 33
Aircraft............................................................................. 40
Online............................................................................... 44
Contact............................................................................ 47
2
But first, allow us to
introduce ourselves...
The soaring story of Jet2.com
Things have really taken off since the first Jet2.com flight in
February 2003! Even in those early days, we set new standards
to touch the sky.
Word travelled fast about our famous Friendly approach - our
convenience and great value were talk of the town too! That’s
why we’ve now welcomed more than 20 million customers
onboard.
Such a flying success has seen us expand amazingly! We now
offer low fare flights to more than a nifty 50 sun, city and ski
destinations from eight UK bases. But no matter how big we
get, our regional roots give our service a personal touch.
Customers keep coming back for the Jet2.com experience.
It’s all down to that Friendliness. And the fact we never miss a
chance to shout “value!”
Be the Brand...
The Jet2.com way
We’ve got plenty of personality and we aren’t afraid to show it!
Our eye-catching prices and quality service means we can make
big, bold statements without being brash. But even better, we
show our true character in everything we do:
Convenience
- We don’t go round the houses.
Thoughtful features make flying with us even easier. Convenient
flight times and allocated seats set us apart from the rest.
Local - Wherever we are, our service has a local touch. Our
Friendly - Friendliness flows throughout our entire airline! customers
feel at home on our flights.
It’s all about friendly words backed up with great service.
Value - Our low fares are worth shouting about! Plus, we
add more value with enjoyable experiences.
Opportunity
- We seek the best destinations that fit
our customers perfectly. However, there is always a competitor
challenging us, so we always make sure we stay ahead of them.
3
Friendly fares,
Friendly flights...
Friendly
Friendliness is our capital focus. That’s why we always start it
with a large letter! It’s in every aspect of our customer journey.
Just look at our welcoming website, talk to our Friendly contact
centre, or experience the kindness of our crew and you’ll know
exactly what we mean.
So how do we go about being Friendly? We’re upbeat and
informal to ensure we’re always approachable. Plus, we’re able
to be honest and direct without being rude. In short, we behave
just like a best Friend would!
But our Friendliness goes far further than that. We care for
our customers with attention-to-detail and swift responses anything from offering a jacket in the rain to helping someone
conquer a fear of flying.
Why we’re valued...
Value
We shout “Value”! Because after all, when we offer amazingly
low fares, we want to tell the world about it! Whether it’s a
quick trip to the city or a journey for some far sun, our price
points are bursting with pride.
Alongside our eye-catching prices, we add even more value with
the experience we offer. So underneath the incredible prices
there’s endless inspiration for our destinations and our key
selling points!
We get our message across with the vibrant Jet2.com red and
big headlines to show the great value of our flights.
4
How convenient...
Convenience
It’s as easy as pie to fly with us! Firstly, that’s because our eight
UK bases make us the local choice for our customers.
But we’re convincingly convenient in many more ways than
that! For instance, we’re always happy to highlight our great
flight times, allocated seats and market-leading 22kg baggage
allowance. All three add up to stress-free flights!
a trip to our customers’ needs. This includes everything from
reserved seating and in-flight meals, to incredible value car hire
and travel insurance.
Enhancing the Jet2.com experience should always be
effortless – something that we show in our written style.
Simplicity is key, with plenty of clear directives.
Then we lay on a huge choice of travel extras to really tailor
Coming to an
airport near you...
Local
We put dazzling destinations on the doorsteps of millions! Our
flights take off from eight regional airports in the UK, meaning
that for many we’re less than an hour away.
Being local goes beyond just distance. Even though we’re an
international airline, we actively adapt our approach so it fits
perfectly with each part of the country. For example, if you’re
lifting off from Leeds Bradford, you can expect some good old
Yorkshire hospitality, but if you’re flying from Manchester, we’ll
lay on the Lancashire charm.
That’s why we’re quick to celebrate when we expand at our
bases. We show this by giving our airports the starring role.
They’re even at the forefront of our headlines and maps!
5
Opportunity
We make sure we don’t miss a thing! Seeing the opportunity
is vital to us. It can be anything from responding swiftly to
customer feedback to featuring one-off flights for special
events.
This distinctive dynamism comes across in what we tell
everyone about too. Where there’s a white space, we’ll fill it
with fabulous offers to really make the most of it. And we’re
always ready to react if there’s ever a chance to tell our
customers some exciting news.
Opportunity is about always having the right message, in the
right place, at the right time.
The Magic 485c
You will see it throughout this document, on every
page. The Jet2.com RED is Pantone 485c
6
The Logo
Positioning and usage
Preferred version
Secondary version
The integrity of the Jet2.com logo
should be withheld at all times.
The logo should not be stretched,
angled or distorted in any way.
This includes use in any colour
other than Pantone 485 or white. If
you are in any doubt then contact
[email protected] for guidance.
Wherever possible this version should be applied
across all communications.
For use when printed on white and the
primary version is not feasible.
Exclusion zone
An exclusion zone of the height of the
‘dot’ in Jet2.com should be used.
x
x
x
x
x
NB: When Jet2.com is featured ensure that an ® is to the right of 2 and always ensure where 'Friendly
low fares' is shown there is an ® above the ‘s’ on fares.
7
The Logo
‘Friendly low fares’ strapline
The main generic brand message strap should appear as below.
NB: DO NOT USE
ANY OF THE
FOLLOWING
LOGO INSTANCES
Restricted space
On very rare occasions we show the Jet2.com logo without a ‘Friendly
low fares’ strap line. We only do this when space does not permit the
full logo with strap line or ‘Friendly low fares’ becomes illegible.
DO NOT stretch the logo
DO NOT rotate or skew the logo
DO NOT squash the logo
DO NOT apply effects to the logo
DO NOT crop the logo
DO NOT reset the logo in type
DO NOT place the logo on any
non-brand colour
DO NOT place the logo directly on
an image
Jet2.com
If in doubt email [email protected] for guidance.
8
Colours
Palette
The colours below are the
preffered colours for the brand.
The Magic 485c
Pantone 485c is the Primary Colour of
Jet2.com, thats why it's on every page.
C: 0 M: 95 Y: 100 K: 0
Secondary Colours
C: 0 M: 0 Y: 100 K: 0
9
C: 0 M: 0 Y: 0 K: 100
C: 0 M: 0 Y: 0 K: 0
Typography
Fonts & typefaces
The Frankin Gothic italic font is integral
to our brand identity. Only italic fonts
should be used for headlines and
prices.
Ensure Franklin Gothic BT is used for
the primary font. Other variations of
Franklin Gothic should not be used.
Primary font
Franklin Gothic BT, italic
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
01234567890!@£$%^&*()
Secondary font
Can be used as body copy in more copy-heavy literature
Franklin Gothic, Book
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
01234567890!@£$%^&*()
10
Price Points
Pricing
Lead Prices
Disclaimers
Pricing should be clear and form a large
part of the communication, prices can
be shown in either of the following
formats.
All lead prices must be in similar
proportions to the example below.
‘Selected flights only,
subject to availability.
Terms & conditions apply,
see websites for details.’
A yellow block colour can be used as
well for more standout.
from
£29
one way
inc. taxes
from
£29
one way
inc. taxes
must be used on all press when
stating price and destination.
‘Price correct at time
of print.’
Used when a stand alone price is
used and outdoors.
Listing Prices
All listed prices must be in similar
proportions to the example below.
Alicante................................................................ from £45
Barcelona............................................................ from £45
Düsseldorf........................................................... from £45
Geneva.................................................................. from £45
Ibiza....................................................................... from £45
Malaga.................................................................. from £45
Paris...................................................................... from £45
Zante..................................................................... from £45
one way inc. taxes
11
It's all in the Shadows
Positioning and usage
We don't hide behind our shadows. When applying a shadow to any element in
our communications we keep them consistent. The shadow offset must equal the
stroke depth of the applied element used.
All shadows must be 50% black.
S:
FARES PLU
T
S
E
W
O
L
U THE
OFFERS YO
JET2.COM
Times
Great Flight
ance*
w
o
ll
A
g
a
B
22kg
9
2
£
eats
Allocated S
olidays
H
e
g
a
k
c
a
P
Great
ss
e
Stroke Thickn
t
Shadow Offse
PLUS:
EST FARES
W
O
L
E
H
T
U
OFFERS YO
JET2.COM
Times
Great Flight
ness
nce*
a
Stroke Thick
w
o
ll
A
g
a
22kg B
t
Shadow Offse
eats
Allocated S
g Service
in
k
o
o
B
p
u
o
Gr
LUS:
T FARES P
S
E
W
O
L
E
H
UT
OFFERS YO
JET2.COM
Seats
12
Key Selling Points
KSP Boxes
The KSP box helps to deliver and underpin our main message. They set
us apart from the competition. They should always appear as a check list
with the ticks to the right. The KSPs should always be in order running
from Great Flight Times, 22kg Bag Allowance*, Allocated Seats and Great
Package Holidays.
JE
PLUS:
EST FARES
W
O
L
E
H
T
U
OFFERS YO
JET2.COM
eEsLOWEST FARES PLUS:
im
T
t
h
g
H
li
T
F
U
t
Grea FERS YO
T2.COM OF
When these KSP boxes are used the following Terms and Conditions must
be placed at the bottom of the communication no smaller than 6pt.
* charges apply
lloewsance
atg TAim
B
g
h
k
g
li
2
F
2
t
a
e
Gr
sce*
Soewaatn
d
e
t
ll
A
c
o
g
ll
a
A
B
22kg
e Holidays
g
a
k
c
s
t
a
a
P
e
t
S
a
ated
ocre
AllG
s
age Holiday
S:
k
c
a
P
t
a
FARES PLU
e
r
T
S
G
E
W
O
L
OU THE
*
JET2.COM
When 'Great Package Holiday' is not applicable then substitute for
'Group Booking Service'.
These are available from [email protected]
OFFERS Y
US:
eEsLOWEST FARES PL
TUim
t
h
g
H
li
T
F
t
O
a
Y
e
S
r
G OFFER
JET2.COM
ance*
w
o
ll
s
A
e
g
im
a
T
B
t
Gre2a2tkFgligh
sce*
aatn
e
S
w
d
o
e
t
ll
a
A
c
o
g
ll B
kg
22A
g Service
ktin
o
s
o
B
a
e
p
S
u
o
d
r
e
t
G
Alloca
g Service
in
k
o
o
B
p
u
Gro
S PLUS:
WEST FARE
O
L
E
H
T
U
OFFERS YO
JET2.COM
eats
Allocated S
LUS:
imes
T FAREeS HPolidays
T
S
t
E
h
g
W
li
O
F
L
t
a
E
Gre
ag
OU TH
Great Pack
OFFERSeY
*
c
JET2.COaM
n
a
ts
w
a
o
e
ll
S
Allocated
22kg B g A
s
13
JET2
imes
T
t
h
g
i
l
F
t
a
Gre
*
e
c
n
a
w
o
l
l
22kg Bag A
eats
S
d
e
t
a
c
o
l
l
A
Restrictive
space
iceonto two lines
When restrictive space occurs then the KSPs
can
ebervplaced
S
g
n
i
k
o
o
B
or if furtherG
restrictions
roupapply then one line.
RES PLUS:
A
F
T
S
E
W
O
L
S YOU THE
R
E
F
F
O
M
JET2.CO
eats
Allocated S
Times
Holidays
e
g
Great Flight
a
k
c
a
P
t
Grea
*
e
c
n
a
w
llo
22kg Bag A
Great Flight Times
22kg Bag Allowance
NB: KSP
BOXES MUST BE
SET AT AN ANGLE
OF 5°
5°
Allocated Seats
Great Package Holidays
When using a single line make sure the tick is after the key selling point, not before. When above is used the 5˚rule does not apply.
All KSP boxes should be placed on a 485c background with white copy or if colour
does not allow a white background with red copy.
14
The Power of a Swoosh
The Swoosh is a fun element that can signpost towards a hero message,
KSP box or the Jet2.com logo. Whether its convexed or concaved using the
swoosh emphasises key points in our marketing.
When building a swoosh irrespective of a convex or concave the left hand
side must be double the depth of the right.
1/2
1
15
Applications
Press Advertising
Press advertising should be bold, clear and price focused. We use
strong imagery and bold use of yellow to attract the viewer to points of
importance.
16
Applications
Tourist Boards
Tourist Boards are an integral part of our marketing campaigns. We work
alongside our Tourist Board partners on co-funded activity. We will use
Tourist Board logos and images where required. However, we cannot lose the
importance of the Jet2.com brand as this is the key identifier in the regions
where we advertise. We often incorporate both flights and holidays prices in
our Tourist Board communications if the target market is right and the space
permits.
17
Applications
Outdoor
Here are some examples of outdoor
advertising. As with press the messaging
should be clear and price driven with
limited copy.
18
Graphic Elements
and KSPs
Here is a collection of graphic elements that
can be utilised in Jet2.com collateral.
Polaroids
KSPs and Groups
Circles and Swoosh
19
Maps
Here are some examples of map styles. As you will see the
predominant colour should always be Pantone 485.
This map is applicable for more corporate presentations.
We expand rapidly so for the latest map email [email protected]
20
Direct Marketing
Direct Mail - Graphic Elements
Price Points
Pricing should be clear and form a key
part of the communication.
Main price points should stand out at all
times as per the examples shown.
On DM the use of roundels allows clarity
of messaging and means artwork variants
can be created easily and cost effectively.
When promoting flights and holidays use a lock up device as shown in the examples below:
Disclaimers
All prices should be linked to a disclaimer which should be approved by legal.
Example disclaimer:
*Flights and Prices shown are subject to limited availability and are available at time of print (February 2013) Flight prices are
one way including taxes. Destinations vary by departure airport. Booking conditions apply, please see www.Jet2.com for details
Offers may not be available over peak periods (e.g. Christmas and Easter). †£60 per person deposit is applicable on holidays
departing 10 weeks or more from booking date. Available on holidays to selected properties. All holidays include 1 free piece of
hold baggage (up to 22kg) and 1 free piece of hand luggage (up to 10kg) excluding infants.
22
Direct Mail - Graphic Elements
Fonts and typefaces
DMLTPack
The Helvetica Neue
font forms a large
Typography
part of the DM brand
identity.
Italic fonts should
onlyand
be used
for
Fonts
typefaces
headers.
The Helvetica Neue LT
font forms a large part of
the DM brand identity.
fonts should only be
NB: ThisItalic
font
is DM
used
for headers.
This font is DM specific
specific
and
and has
been has
selected
for its legibility when
beenusing
selected
large amounts
of copy.
for its legibility
when using large
amounts of copy.
Headers
Franklin Gothic BT Italic
Intro copy
Intro copy is displayed in Helvetica Neue LT 65 Medium.
Body copy
Body copy is displayed in Helvetica Neue LT 45 Light.
23
Direct Mail - Graphic Elements
Positioning of the Swoosh
The swoosh should always appear at the
bottom of any communication and should
use Pantone 485c as the predominant
colour.
Price points should be positioned to sit comfortably with the swoosh
graphic - also taking in to account its position in relation to the
background imagery used.
24
Direct Mail - Graphic Elements
The Aircraft
The aircraft graphic should only be used when it adds
extra value to a piece of
communication.
The aircraft should be clearly visible on any
photography, and preferably placed on the sky for
maximum standout.
Take care not to position the
plane inappropriately inrelation
to the photography, eg. flying
in the direction of
any buildings.
Jet2.com, engines and Tail 2
must always be filled
pantone 485c
25
Direct Mail - Graphic Elements
Outer - Front
The front of the outer should
be used as the main focus of
the DM pack.
Plane graphic to be clearly visible if used - must not interfere
with other elements/imagery.
The front should comprise the
following elements:
• Strong photography
• Swoosh graphic
• Price point
• Header
• Logo
• Plane graphic (if appropriate)
Price point to sit comfortably with the swoosh graphic and
background imagery Price points should always read in.
26
Outer - Reverse
The reverse of the outer should also
contain strong messaging alongside
the relevant postage details.
Space within the flap can be used
to hold supporting copy if required
Postage indicia should
be positioned on the
flap - making sure
that the appropriate
guidelines regarding
size/clear space are
adhered to
The reverse should comprise
the following elements:
• Postage indicia
• Header
• Supporting copy
• Price point
• Swoosh graphic
• Logo
• Imagery (if required)
Price point to sit
comfortably with the
swoosh graphic - can be
increased in size if required
Supporting copy to sit within the swoosh
Primary logo to sit bottom right
27
Direct Mail - Graphic Elements
13 13
DMDM
Pack
Pack
Graphic
elements
Graphic
elements
15 15
Maps - Single bases
Maps
- single
bases
Maps
- single
bases
Here’s
an
example
of
map
Here’s
an
example
of styles.
map
Here’s an example of map
As you
styles.
As you
will see
the the
styles.
As you
will see
will see the
predominant
colour
predominant
colour
should
predominant
colour
should should
be Pantone
485c.
always
be Pantone
485c.
always bealways
Pantone
485c.
There
are
11
versions
of this
There are 11 versions
of this
map,map,
8 for8each
of the
for each
of bases
the bases
3 for
bases.
There areand
11and
versions
of bases.
this map, 8 for
3grouped
for grouped
each of the bases and 3 for grouped
bases.
Reykjavik
Reykjavik
St Petersburg
St Petersburg
Reykjavik Reykjavik
St Petersburg
St Petersburg
Belfast Intl Belfast Intl
Leeds Bradford
Leeds Bradford
Berlin
Amsterdam Amsterdam Berlin
Düsseldorf Düsseldorf
Prague
Belfast IntlBelfast Intl
Jersey
Manchester Manchester
Prague
Prague
Jersey
Leeds
Bradford
Leeds Bradford
Paris
Paris
Berlin
Berlin
Manchester
Manchester
Salzburg
Salzburg
AmsterdamAmsterdam
Geneva
Geneva
Venice
DüsseldorfDüsseldorf
Venice
La Rochelle La Rochelle
Chambery Chambery Prague Pula
Prague
New York New York
Pula
Jersey Bergerac
Jersey
Bergerac
Grenoble Paris
Paris
Split
Grenoble Pisa
Split
Toulouse ToulouseNice
Salzburg
Pisa
Nice Salzburg
BudapestDubrovnik
Budapest Dubrovnik
Geneva Geneva
Barcelona
Barcelona Rome
Rome
Venice
Venice
Menorca
Menorca
Sardinia
La Rochelle
La Rochelle
Chambery Chambery
Pula Sardinia
Pula
New York New York
Corfu
Algarve
Corfu
AlgarveBergerac Majorca
Alicante
Bergerac
Alicante
(Faro)
Bodrum
Majorca
(Faro)
Bodrum
Zante
Grenoble
Grenoble
Ibiza
Split Zante
Pisa
PisaSplit
Toulouse Toulouse NiceIbiza Nice
Dubrovnik Dubrovnik
Dalaman Dalaman
Malaga Murcia
Murcia Barcelona Rome
Barcelona
Rome
Malaga
Larnaca
Crete
Reus
Reus
Larnaca
Funchal
Crete
Rhodes
Funchal
Menorca Menorca
Rhodes
(Madeira) (Madeira)
Sardinia Sardinia
Paphos
Paphos
Algarve Algarve
Corfu
Corfu
Alicante
Alicante
Majorca Majorca
(Faro)
(Faro)
Bodrum Bodrum
Marrakech Marrakech
Zante
Zante
Ibiza
Ibiza
Kos
Kos
Murcia
Murcia
Dalaman Dalaman
Lanzarote Lanzarote
Malaga
Malaga
Tenerife
Larnaca Larnaca
Tenerife
Crete
Crete
Funchal Funchal
Rhodes Rhodes
(Madeira) (Madeira)
Paphos Paphos
Gran Canaria
Gran Canaria
MarrakechMarrakech
Tel Aviv Tel Aviv
Tenerife
Maps - Grouped bases
DM Pack
Graphic elements
LBA LBA
LBA/MAN
LBA/MAN
Maps - grouped bases
Paris Salzburg
Geneva
Chambery Chambery
New York New York
Algarve
(Faro)
Funchal
(Madeira)
Geneva
Venice
Budapest
Venice
Pula
Toulouse
Grenoble Grenoble
Pisa
ToulouseNice
Nice
Reus
Barcelona Barcelona Rome
Reus
Menorca
Menorca
Algarve
Alicante
(Faro)
Prague
Salzburg
Budapest
Majorca
Alicante
Majorca
Ibiza
Ibiza
Pula
Split
Split
Pisa
Dubrovnik Dubrovnik
Rome
Corfu
Corfu
Zante
Zante
Kos
Malaga Murcia
Malaga Murcia
Crete
Funchal
(Madeira)
Bodrum
Bodrum
Kos
Dalaman
Crete
Rhodes
Rhodes
Paphos
Dalaman
Larnaca
Larnaca
Paphos
Tel Aviv
Tel Aviv
Lanzarote Lanzarote
Tenerife
Tenerife
Gran Canaria
Gran Canaria
Lanzarote Lanzarote
Tenerife
Gran Canaria
Gran Canaria
LBALBA
Paris
MANMAN
15
MAN MAN
LBA/MAN
LBA/MAN
Reykjavik
Reykjavik
St Petersburg
St Petersburg
Reykjavik Reykjavik
Reykjavik
St Petersburg
St Petersburg
St Petersburg
Newcastle Newcastle
Cork
Cork
Edinburgh Edinburgh
Glasgow Glasgow
Belfast IntlBelfast Intl
Blackpool Blackpool
Prague
Krakow
Prague
East Midlands
East Midlands
Krakow
Belfast Intl
Leeds Bradford
Manchester
Manchester
Manchester
Venice
Prague
Paris
New York New York
Paris
Geneva
Pula
New York New York
Pula
Grenoble Grenoble
Pisa
Toulouse Toulouse Nice
Nice
Reus
Algarve
(Faro)
Algarve
Alicante
(Faro)
Barcelona Barcelona
Reus
Menorca Menorca
Split
PisaSplit
Dubrovnik Dubrovnik
Rome
Rome
AlicanteMajorca Majorca
Ibiza
Ibiza
Corfu
Zante
Malaga Murcia
Malaga Murcia
Funchal Funchal
(Madeira) (Madeira)
Corfu
Zante
Kos
Crete
Bodrum
Bodrum
Kos
Dalaman Dalaman
Larnaca Larnaca
Crete
Rhodes Rhodes
Paphos Paphos
Tel Aviv
Lanzarote Lanzarote
Tenerife
Tenerife
NCLNCL
Gran Canaria
Gran Canaria
MAN/BLK
MAN/BLK
DM Brand
Guidelines
DM Brand
Guidelines
BLK/MAN
BLK/MAN
Lanzarote Lanzarote
Malaga Murcia
Malaga Murcia
Tenerife
New York
Crete
Crete
Rhodes
Rhodes
Paphos
EDI/gLA
EDI/gLA
Algarve
Alicante
(Faro)
Algarve
(Faro)
Tenerife
Paphos
Lanzarote Lanzarote
Tenerife
Funchal
(Madeira)
Gran Canaria
Gran Canaria
Tenerife
NCL NCL
EDI/GLA
EDI/GLA
EMAEMA
LBA/MAN
Menorca
Chambery
Bergerac
Majorca
Alicante
Majorca
Grenoble
Ibiza
Ibiza
Toulouse
Nice
Malaga Murcia
Malaga Murcia
Reus
Lanzarote Lanzarote
Tenerife
Gran Canaria
Gran Canaria
Menorca
La Rochelle
Algarve
(Faro)
Prague
Paris
Nice
Geneva
Nice
Dalaman Dalaman
Berlin
Chambery Chambery
Jersey
New York New York
Pula
Gran Canaria
Gran Canaria
Tel Aviv
NB: There
is a different
map creative
NB: There
is a different
map creative
for Jet2holidays.
for Jet2holidays.
Tenerife
Tenerife
Amsterdam
Geneva
Düsseldorf
Geneva
Venice
Prague Pula
Prague
Pisa Salzburg
Salzburg
Pisa
BudapestDubrovnik
Budapest Dubrovnik
Rome
Rome
Venice
Venice
Reus
Reus
Menorca
Menorca
La Rochelle
La Rochelle
Chambery Chambery
Pula
Pula
Corfu
Algarve
Corfu
Algarve
Alicante
Majorca
Alicante
(Faro)
Bodrum
Majorca
(Faro)
Bodrum
Ibiza
Ibiza
Toulouse Toulouse
Dubrovnik Dubrovnik
Dalaman Dalaman
Malaga Murcia
Murcia Barcelona Rome
Barcelona
Rome
Malaga
Crete
Crete
Rhodes
Menorca Menorca
Rhodes
Sardinia Sardinia
Paphos
Paphos
Algarve Algarve
Alicante
Alicante
Majorca Majorca
(Faro)
(Faro)
Marrakech
Bodrum Bodrum
Marrakech
Ibiza
Ibiza
Salzburg Salzburg
Budapest Budapest
Geneva
Venice
Venice
Chambery Chambery
New York New York
Prague
Chambery Chambery
Barcelona
Menorca
Alicante
Malaga
Ibiza
Murcia
Marrakech
Majorca
Salzburg
Dubrovnik Budapest
Dubrovnik
Venice
Corfu
Pula
Corfu
Pisa
Rome
Crete
Sardinia
Bodrum
Bodrum
Split
Dubrovnik
Dalaman
Crete
Rhodes
Rhodes
Paphos
Corfu
Zante
Dalaman
Larnaca
Larnaca
Paphos
Bodrum
Kos
Crete
Rhodes
Dalaman
Larnaca
Paphos
Tel Aviv
Lanzarote
Gran Canaria
EMA EMA
LBA/MAN
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Direct Mail - Graphic Elements
Letters
Letters should prioritise lead
messaging and price points.
Imagery/graphics should not
be overused and cluttered.
Laser printed address displayed clearly
adhering to specified clear space. Check
positioning in relation to outer window.
Price point
given top priority
Header copy
highlighted
in lead colour
Supporting graphics
(dependant on
brief) to be placed
within white space,
being careful not to
overcrowd the
communication
Swoosh graphic
positioned at the
bottom
Icon imagery can also be used
to highlight our main benefits
Sign off copy to sit
with the swoosh
graphic
Primary logo to sit bottom right
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Direct Mail - Graphic Elements
Icons
A suitable image should be used to
reinforce benefit messages on a letter.
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Photography
Photography
Photography should be added to inspire customers to book with us.
Images used for Jet2.com are iconic destination/landscape shots, first choice should be a daytime shot but always mix up with a few evening shots
where relevant. There should be a few or no people in the shots as the destination should be recognisable at a glance. However, this rule is broken in
the case of ski imagery, when use of dynamic ski/snowboarding shots is encouraged.
Destinations
Ski
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A Question Of Copy
A Question of Copy...
So now you’ve got a good idea of our brand values, how do you put them into action? Well, simply
follow these style guidelines for your writing and you’ll find it all falls into place! That way, we can
ensure our communications are consistent throughout the airline, for a clearer tone of voice:
Brilliant bolding and italics
Here are some handy brand conventions to follow:
Just like our logo, Jet2.com should always be bolded
and italicised. It shouldn’t be written in plain
font, and it shouldn’t be written without the web
address – Jet2.
Whenever we use our strapline, it always should be
italicised – Friendly low fares.
We also use a leading capital to draw
attention to our favourite word – Friendly!
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Going active
We think it’s always better to use active sentences, rather than passive ones. It’s all about showing
‘who is doing what’ to make our message clearer:
Instead of:
A 10% discount can be taken off flights
Use:
You can take 10% off flights
Instead of:
In-flight meals are offered onboard
Use:
We offer in-flight meals onboard
Nice numbers
For consistency, follow the simple rule of numbers from zero to nine in written format: one, two,
three, four, five, six, seven, eight, nine.
For numbers from 10 upwards, follow the numerical format: 10, 11, 12, 13, 14, 15, 16, 17, 18, 19 20.
But when it comes to prices be BIG and BOLD!
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A case of contractions
When we write, we always want to be Friendly. And that means being informal. By adding contractions,
we’ll give our tone a relaxed, conversational style:
Instead of:
As we are famous for our Friendly low fares, you will
certainly find a great value flight.
Use:
As we’re famous for our Friendly low fares, you’re certain
to find a great value flight.
Short sentences
As a general rule, we like to keep our sentences short
and snappy. That means aiming for less than 20 words
per sentence. And don’t be afraid. Mix it up! Very short
sentences can be effective too.
36
Break it up
Aim to break your text into easily digestible chunks. You’ll achieve this by separating every three to four
sentences into a paragraph, with clean line breaks for extra white space.
Example:
!
!
! !
!!
Jet2.com has an illustrious history that spans over 30 years, with our roots lying in the commercial
aircraft company Channel Express (Air Services). We changed our name to the much snappier Jet2.com
just a few months before our first flight in February 2003. We launched from Leeds Bradford Airport, flying
daily to and from Amsterdam.
Things really took off for us from here – we carried 360,000 happy passengers in that first year. By
September 2004, Jet2.com had carried 1 million passengers and we surpassed 20 million passengers in
October 2010. And everything’s still looking up for Jet2.com.
An exclamation!
!
It’s fine to go wild with exclamation marks! They add excitement and an upbeat nature to our writing,
especially when we’re making puns. However, it’s all in context, so a serious statement won’t need an
exclamation.
Example:
Take to the skies with 10% off!
We’re spreading our wings at Jet2.com!
!
!
!
!
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Aiming for alliteration
Alliteration (and its lesser known brother, assonance) are fantastic tools for us, especially in our headers.
Try starting two words consecutively with the same letter for a completely catchy headline.
Alliteration example:
Get set for sizzling Spain!
Assonance example:
Crete is right up your street!
Breaking the rules
You don’t have to follow all the old rules of English grammar either. Starting a sentence ‘And’, ‘But’ and
‘With’ is fine as it creates an enthusiastic, informal tone. The same goes with ‘So’ and ‘Plus’
Example:
We offer a whopping 22kg baggage allowance, so you’ve
plenty of extra space for souvenirs. And our great flight
times will ensure you arrive for a sunlit lunch by the sea.
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A great gateway to our destinations
We always aim to be completely clear about our destinations. After all, our customers need to know
where they want to go! That’s why we follow a consistent naming procedure of listing the airport or
gateway first. Some destinations are more famous than others, so we add the airport’s region or country
where necessary, as follows:
Paris
Rome
Larnaca (Cyprus)
Faro (Algarve)
Olbia (Sardinia)
Paphos (Cyprus)
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Aircraft
Aircraft
Fleet
Jet2 737-300
Our aircraft are the most important thing to us and we hold their livery
designs in high esteem. We have 737-300, 737-800 and 757-200 aircraft
in our fleet. All our aircraft are Mica Silver and we never vary from this.
At the top of our fuselage we have our Friendly low fares strapline on
either side or our Key Selling Points.
Upgrading our aircraft livery is a complex job involving marketing
and engineering projects, so for any queries you have please, contact
Jonathan Alcock in Jet2.com marketing.
737-300
Jet2 737-800
Jet2 757
Great package holidays
757-200
Great package holidays
737-800
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Aircraft
Jet2Scotland, Jet2Yorkshire and Jet2Manchester Aircraft
Within our fleet we have 3 special 737-300 aircraft which pull out 3 of our
bases – below are the livery drawings for these:-
737 - Scotland
737 - Yorkshire
737 - Manchester
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Aircraft
Sometimes we lease aircraft which do not allow us to do full
Jet2.com liveries – if we do this we only apply our logos if the
aircraft is fully white. We will not add our logos to aircraft which
are not fully de-branded from the lessor as it will devalue our
brand!
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Online
Website
• The website is our main sales channel with 99% of all our bookings processed in this way
• Instances of Jet2.com should be bold and italicised
• The base font for the site is Verdana font stack for the copy
(12px or equivalent) and Franklin Gothic BT for graphic headlines
• Font hierarchy should be clear, cascading sizes for titles and
sufficient spacing to allow for clarity in reading / scanning content
• CTAs should be yellow (orange gradient) with dark grey text
• Text links should be easy to identify
(underlined / different colour)
• A good level of contrast should be maintained for text instances (usability / readability)
• The Jet2.com logo should be either white on red or vice versa and
should have sufficient negative space to frame it
• Price points should be visually emphasised unless otherwise advised
We keep our banners fresh, so if you have any queries
email [email protected]
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Website
Flash Banners
We host flash banners on key websites to drive sales.
There are a set number of templates that are available when starting the
design of flash banners. The rotation are standard and should follow
the pattern:Rotation 1 - Key Message and Image
Rotation 2 - Key Message, Image and Price
Rotation 3 - KSPs on 485c
Rotation 4 - KSPs and CTA
1
2
3
4
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Contact Page
For any artwork or branding queries please e-mail [email protected]
For any photography queries please e-mail [email protected]
For any aircraft livery queries email [email protected]
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