Delta Flight Museum Brand Book

APRIL 2014 BRAND STYLE GUIDE

DELTA FLIGHT MUSEUM: BRAND STYLE GUIDE CONTENTS LOGO .....................................................................................................1 LOGO USAGE ....................................................................................... 2 CLEARANCE .................................................................................. 2 SIZING ........................................................................................... 2 MISUSE .......................................................................................... 2 COLOR PALETTE .................................................................................. 3 FONT..................................................................................................... 4 SPONSOR LOGO LOCK-UP ............................................................. 5-6 HISTORIC DELTA LOGO USE .............................................................. 7 DESIGN SAMPLES ........................................................................... 8-9 MERCHANDISE SAMPLES ................................................................ 10 TERMINOLOGY: FILE & COLOR FORMATS ...................................... 11 WHERE CAN I GET A LOGO FILE? ...................................................12

DELTA FLIGHT MUSEUM: BRAND STYLE GUIDE 1 LOGO SINGLE COLOR It is preferred that the Delta Flight Museum (DFM) logo be used in full color, as shown below. However, select single color versions are acceptable, as shown to the right. FULL COLOR 100% Pantone 654 100% Black The DFM logo is shown below in solid white on a color background. The color backgrounds shown below are examples, and it is preferred that the logo appear in white only against one of the colors from the of昀椀cial Color Palette shown on page 3. However, it is permissable to use a background color other than the of昀椀cial color palette provided that the color is dark enough Upper widget, wing drop to provide a suitable amount of contrast to make the logo legible. Triangle and wings print in shadow, TM and circle Pantone 652 print in Pantone 654 Lower widget prints in Pantone 186 The full color version of the Delta Flight Museum logo prints in Pantone 654, Pantone 652 and Pantone 186. Solid white on Pantone 654 background Solid white on black background Solid white on Pantone 186 background Note: The Pantone colors shown in this document are not 100% accurate, as they were not printed with actual Pantone inks. Please refer to a Pantone Color Formula Guide for an accurate color representation.

DELTA FLIGHT MUSEUM: BRAND STYLE GUIDE 2 LOGO USAGE CLEARANCE LOGO MISUSE Illustrated below are several examples of ways NOT to use the DFM logo. In an effort to maintain the brand integrity, do not alter the logo from what you see on page one of this brand style guide. Never change the logo color. Never alter the logo font. In order to give the DFM logo maximum legibility and ensure that it will not be obscured or diminished by other elements, please allow for an area of clearance around the entire logo. The distance of clearance should be equal to the height of the triangle as shown above. Never alter the proportions of the logo. SIZING 1.5 INCHES 1 INCH Never place the logo over a photo, textured background, or colored background where The DFM logo should not be used in any circumstance where the logo is shorter there will not be a suf昀椀cient than 1.5" wide or 1” wide (for the font only verison) as shown. Producing the amount of contrast to make logo at a size smaller than these will jeopardize the integrity of the DFM brand. the logo legible.

DELTA FLIGHT MUSEUM: BRAND STYLE GUIDE 3 COLOR PALETTE PRIMARY COLOR TERTIARY COLORS PANTONE CMYK = 37%C / 8%M / 1%Y / 0%K RGB = 154R / 202G / 235B CMYK = 100%C / 67%M / 0%Y / 38%K 291 WEB = A4D7F4 PANTONE RGB = 0R / 61G / 121B 654 WEB = 003D79 CMYK =75%C / 26%M / 21%Y / 0%K PANTONE RGB = 55R / 151G / 182B 632 WEB = 3797B6 SECONDARY COLORS PANTONE CMYK = 0%C / 14%M / 78%Y / 0%K 121 RGB = 255R / 215G / 86B CMYK = 50%C / 25%M / 0%Y / 10%K WEB = FFD756 PANTONE RGB = 115R / 153G / 198B 652 WEB = 7399C6 CMYK = 0%C / 0%M / 0%Y / 44%K PANTONE RGB = 138R / 140G / 140B 423 WEB = 9FA1A4 CMYK = 0%C / 100%M / 81%Y / 4%K PANTONE RGB = 227R / 24G / 55B PANTONE CMYK = 0%C / 68%M / 100%Y / 0%K 186 1665 RGB = 226R / 67G / 1B WEB = E31837 WEB = F37321 Note: The Pantone colors shown in this document are not 100% accurate, as they were not printed with actual Pantone inks. Please refer to a Pantone Color Formula Guide for an accurate color representation.

DELTA FLIGHT MUSEUM: BRAND STYLE GUIDE 4 FONT PRIMARY FONT SECONDARY FONT The Whitney font family is the primary font for the DFM and is an essential The Calibri font family is the secondary font for the DFM and should part of its brand identity. Over time and through consistent use, the proper be used only when Whitney is not available. font usage will help to strengthen the DFM brand. WHITNEY LIGHT, LIGHT ITALIC CALIBRI ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz WHITNEY BOOK, BOOK ITALIC CALIBRI ITALIC ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz WHITNEY MEDIUM, MEDIUM ITALIC CALIBRI BOLD ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz WHITNEY BOLD, BOLD ITALIC CALIBRI BOLD ITALIC ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz

DELTA FLIGHT MUSEUM: BRAND STYLE GUIDE 5 SPONSOR LOGO LOCK-UP HORIZONTAL FORMAT VERTICAL FORMAT When combining the DFM logo with a sponsor The sponsor logo and the DFM logo are separated The sponsor logo and the DFM logo by a center line, which is a 1 pt. rule that prints in are separated by a center line, which is logo, it is preferred that both logos have equal Pantone 654. The height of the center line should a 1 pt. rule that prints in Pantone 654. prominence. In order to obtain this balance, it be equal to the tallest logo in the lock-up. The width of the center line should be COMPANY may be necessary to use the type version of equal to the width of the DFM logo. LOGO the DFM logo (shown on the bottom of this page) as opposed to the primary DFM logo. COMPANY Additional examples of proper usage and The two logos should balance are shown on page 6. LOGO be placed an equal distance from the center line. This The two logos should be placed an equal distance from distance should equal the center line. This distance should equal the width of the height of the dark the dark blue upper widget in the DFM logo. blue upper widget in the DFM logo. The sponsor logo and the DFM logo are separated by The sponsor logo and the DFM a center line, which is a 1 pt. rule that prints in Pantone logo are separated by a center 654. The height of the center line should be equal to line, which is a 1 pt. rule that prints the tallest logo in the lock-up. in Pantone 654. The width of the center line should be equal to the COMPANY width of the DFM logo. LOGO COMPANY DELTA FLIGHT MUSEUM LOGO The two logos should be placed an equal DELTA FLIGHT MUSEUM distance from the The two logos should be placed an equal distance center line. This from the center line. This distance should equal distance should equal the width of the letter “A” in “DELTA.” the height of the letter “A” in “DELTA.”

DELTA FLIGHT MUSEUM: BRAND STYLE GUIDE 6 SPONSOR LOGO LOCK-UP CONTINUED PROPER USAGE EXAMPLES LOGO MISUSE Illustrated below are several examples of ways NOT to use the DFM sponsor logo lock-up. In addition to these examples, adhere to the guidelines for proper use of the DFM logo. DELTA FLIGHT MUSEUM Never alter the DFM brand colors to match the sponsor’s brand. DELTA FLIGHT MUSEUM Never present the logos with unequal prominence. Never present the logos without the center line. Never alter the color of the center line.

DELTA FLIGHT MUSEUM: BRAND STYLE GUIDE 7 HISTORIC DELTA LOGO USE Due to the historic nature of past Delta logos, it is not permissible to alter them in any manner. If you need to use a particular logo, please contact Marie Force, Archives Manager, Delta Flight Museum at [email protected] for assistance and approval. All historic logos can be found at deltamuseum.org. 1929 1930 1934 - 1951 1935 1945 - 1953 1953 - 1955 1955 - 1959 1959 1959 - 1965 1962 - mid 1960s 1962 - 1993 1976 Bicentennial 1985 - 1991 1987 - 1993 1993 - 1995 1995 - 2000 2000 - 2004 2004 - 2007 2007 - Present

DELTA FLIGHT MUSEUM: BRAND STYLE GUIDE 8 DESIGN SAMPLES Samples shown are not to scale. TAD HUTCHESON The Delta Flight Museum Chairman is a premier destination in Board of Trustees Atlanta for visitors from around the world. 1060 Delta Boulevard Building B, Department 914 Explore history Atlanta, GA 30354-1989 P 404.715.8704 Celebrate the people F 404.715.9733 of Delta [email protected] Discover the future deltamuseum.org of flight The Delta Flight Museum is a Host your special event 501(c)(3) nonprofit organization Business Card/Front Business Card/Back 1060 Delta Boulevard Building B, Department 914 Atlanta, GA 30354-1989 deltamuseum.org Explore history • Celebrate the people of Delta • Discover the future of flight • Host your special event The Delta Flight Museum is a 501(c)(3) nonprofit organization Note Pad 1060 Delta Boulevard • Building B, Department 914 • Atlanta, GA, 30354 • P 404.715.7886 • F 404.715.2037 • deltamuseum.org #10 Business Envelope The Delta Flight Museum is a 501(c)(3) nonprofit organization Letterhead

ationanizgofit orc)(3) nonprlight Museum is a 501(he Delta FT DELTA FLIGHT MUSEUM: BRAND STYLE GUIDE org deltamuseum. 9 DESIGN SAMPLES CONTINUED Samples shown are not to scale. -900ER 7 THE BOEING 73 Note Card/Front THE BOEING 737-900ER Note Card/Front Note Card/Back deltamuseum.org The Delta Flight Museum is a 501(c)(3) nonprofit organization Note Card/Inside Note Card/Back

DELTA FLIGHT MUSEUM: BRAND STYLE GUIDE 10 MERCHANDISE SAMPLES The examples shown here illustrate the application of the DFM logo to promotional merchandise. NAME: NAME:When applying the DFM logo to promotional items, please follow these rules: • Always apply the DFM logo in one of the approved colors. • Maintain the quality and resolution of the DFM logo regardless of the production method (e.g., printing, embroidery). • Never place the signature within a shape or on a patterned background. • Size the DFM logo appropriately in relation to the item for maximum visibility. The selection and quality of promotional items says a lot about our brand. Therefore, it is important NAME: to select items that align with our desired brand personality. The examples shown on this page are for demonstration purposes only. NAME:

DELTA FLIGHT MUSEUM: BRAND STYLE GUIDE 11 TERMINOLOGY FILE FORMAT COLOR FORMAT What is high-resolution? CMYK: (Cyan, Magenta, Yellow, Black) - Think photograph or full-color magazine. Referred A high-resolution (high-res) 昀椀le is typically a 昀椀le that is 300 dpi at 100% of the image size to as process color or four color, it is used in most color printing. Most digital printing, needed. In general it's better to have a 昀椀le that is too big rather than too small because you can including color copiers, use a CMYK format for color reproduction. CMYK can also be used reduce a 昀椀le but not enlarge it. For instance, if you have an image that is 300 dpi, but only 0.5 for traditional offset printing. inches wide by 0.5 inches high, and you need to enlarge it to six inches by six inches, the pixels won't hold and the image will become blurry. RGB: (Red, Green, Blue) - Think web/digital. This is the representation of color for display of images in electronic systems such as TVs and computers. What is a vector 昀椀le? A vector 昀椀le is something that has been physically drawn on a computer with the use of points, Pantone Matching System: (PMS) - Think business card or brochure. Pantone is an industry lines and curves (think logo design). It's the opposite of a raster 昀椀le, which is composed entirely of standard system of inks developed so that a printer using Pantone 541 in Atlanta produces pixels (think photo). The advantage of a vector 昀椀le is that it can be reduced or enlarged to any size the same color as a printer using Pantone 541 in Los Angeles. PMS colors are primarily used and still retain a sharp, crisp appearance. A raster 昀椀le will eventually pixelate and become blurry in traditional offset printing. when it is enlarged too much. EPS and Ai: A vector-based, editable 昀椀le format created with Adobe Illustrator. JPEG: A compressed raster image format primarily used for on-screen display. Cannot be re- edited or scaled up arbitrarily without loss of quality. GIF: A raster image format that is limited to 256 colors. Suitable for storing graphics with few colors, such as simple diagrams and shapes. Cannot be re-edited or scaled up arbitrarily without loss of quality. PNG: Similar to a GIF but it supports 16 million colors and allows for the display of transparent backgrounds. It is a raster format that cannot be re-edited or scaled up arbitrarily without loss of quality. When to use which 昀椀le? EPS and Ai: The number one choice for anything being printed. Also good for web-based graphics. JPG: Great for web use, as well as Word, PowerPoint and Prezi. GIF: Great for web and email use, as the 昀椀le size is small. PNG: Great for web and email use, as well as Word, PowerPoint and Prezi (this 昀椀le format is capable of having a transparent background).

DELTA FLIGHT MUSEUM: BRAND STYLE GUIDE 12 WHERE CAN I GET A LOGO FILE? To obtain the Delta Flight Museum logo 昀椀le and for questions about logo use, please contact the Museum staff at [email protected]. PRINTER INFORMATION The preferred printer for Delta Flight Museum materials is Martino-White Printing, Inc. Please contact Dennis Martino at [email protected].