Graphic Standards

Manual

MARCH 2017
2 IDENTITY
2.1 LOGOS
2.2 MINIMUM SIZE
CLEARSPACE
2.3 TYPOGRAPHY
2.4 TYPE STYLES
2.5 COLORS
2.6 LOGO USAGE
COLOR BAND USAGE
2.7 BUSINESS CARDS
2.8 LETTERHEAD
2.9 ENVELOPE
2.1 Identity

Logo
The JetSMART logo should be used in all materials
whenever possible.

The logotype has been custom-drawn, therefore

no other font or graphic can be used to represent
the JetSMART logo.

When using the JetSMART name in text:

- Always display as “JetSMART”
- Always use the same font and type style as the
surrounding text, as shown in this manual

Logo + Taglines
The JetSMART logo with tagline should be used in all
materials whenever possible.

Logo & Text URLs

GRAPHIC USAGE
The JetSMART.com URL has been designed to use
as a graphic element on advertising and marketing
communication pieces. It was designed as a call-to-action
to remind customers that if you book direct through
JetSMART.com, you will receive more choices and better
deals.
TEXT USAGE
When the URL appears in text in both instances, the
letter “J” and “SMART” must be capitalized, as shown.
JetSMART.com
The delineation “www” should never appear before
JetSMART.com.

When typing the URL, the font used for “JetSMART.com”

is Clan Bold.
 2.2 Identity

Logo Minimum Size

The minimum allowable size for the logo on printed 19 MILLIMETERS MINIMUM

materials is 19 millimeters wide. The minimum allowable

size for web and digital use is 120 pixels wide.

Logo + Tagline Minimum Size

The minimum allowable size for the logo with tagline on 45 MILLIMETERS MINIMUM

printed materials is 45 millimeters wide. The minimum

allowable size for web and digital use is 250 pixels wide.

Logo Clearspace
Use the height of the letter “e” in JetSMART to determine
the amount of clearspace around the wordmark.
2.3 Identity

Typography
Typography is an important design element within the JetSMART brand. It is used to differentiate sections of
information such as headlines, text or captions. Clan was selected for use in JetSMART visual communications
to ensure consistency and effectiveness. The use of Thin, Book, News, Bold, Black and Condensed weights are
all available to establish clear levels of heirarchy. Lato was selcected for use in all JetSMART Web / Digital
communications.

PRINT

ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz
1234567890!@#$%^&*() 1234567890!@#$%^&*()
Clan Thin Clan Bold

ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz
1234567890!@#$%^&*() 1234567890!@#$%^&*()
Clan Book Clan Black

ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890!@#$%^&*()
Clan News

ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz
1234567890!@#$%^&*() 1234567890!@#$%^&*()
Clan Thin Condensed Clan Book Condensed

WEB/DIGITAL

ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz
1234567890!@#$%^&*() 1234567890!@#$%^&*()
Lato Light Lato Regular
 2.4 Identity

Type Styles

HEADLINE

Vuela SMART
Clan Bold Italic

LEADER MESSAGING

Clan Medium

PRICES

$
58.000
Clan Bold

TERTIARY COPY

Sólo ida
Clan Book

BODY COPY

Encontrarás los mejores precios para comprar tus pasajes hacia

Antofagasta desde Santiago y todos los destinos que tú elijas.
Clan News
2.5 Identity

Brand Colors
PRIMARY COLOR PALETTE SECONDARY COLOR PALETTE

SPOT COLOR BUILD COLOR SPOT COLOR BUILD COLOR

JETSMART
BLUE
95% 72% 9% 38% ORANGE
0% 38% 95% 0%
C M Y K
C M Y K
PANTONE®
534 C PANTONE ®

137 C

JETSMART
5% 96% 76% 21%
RED GREEN
63% 0% 97% 0%
C M Y K
PANTONE®
C M Y K
1805 C
PANTONE®
368 C

TURQUOISE
89% 0% 20% 0%
GREY
22% 14% 24% 45%
C M Y K
PANTONE®
C M Y K
3125 C
PANTONE®
416 C

BLACK
0% 0% 0% 100%

C M Y K
PANTONE ®

Black

Web Colors

JETSMART JETSMART TURQUOISE ORANGE GREEN GREY

BLUE RED

HEXADECIMAL COLOR H E X H E X H E X H E X H E X H E X
(web safe)
26 3F 6A AA 27 2F 00 B0 CA FF A1 00 69 BE 28 83 84 7A

R G B COLOR
R 38 R 170 R 0 R 255 R 105 R 131
(additive)
G 63 G 39 G 176 G 161 G 190 G 132

B 106 B 47 B 202 B 0 B 40 B 122

 2.6 Identity

Logo Usage
ACCEPTABLE USES

UNACCEPTABLE USES

Color Band Graphic Usage

FIXED HEIGHT RATIO BLUE BAND CAN GROW IN HEIGHT AS NEEDED
1.5 : 1 : 6 (Red, White, Blue) Ratio of Red to White remains the same.
The blue band minimum ratio is 6:1 (Blue to White)
2.7 Identity

Business Cards
FRONT SIDE

Standard size: 90 mm x 50 mm

First name and last name

Set in 11 pt Lato Bold, JetSMART Blue
v|†-u7ouঞŒķCEO
Title
JetSMART SpA
Set in 9 pt Lato Light Italic, Black
ˆ;mb7-7;Ѵ(-ѴѴ;"†uŲѵƔƏķL1;ƔƑ
†;1_†u-0-ķ"-mঞ-]oŊ_bѴ;
Address block
T +56 9 4876 4619
Set in 8 pt/9.6 pt Lato Light, Black E ;v|†-u7oĺouঞŒŠf;|vl-u|ĺ1ol

Contact information
Set in 8 pt Lato Medium,
JetSMART Red call outs
(T: Telephone, E: Email, C: Cellular,
F: Facsimile, etc.) T +56 9 4876 4619
Black numbers & email address M +55 5 5555 5555
E ;v|†-u7oĺouঞŒŠf;|vl-u|ĺ1ol

EXAMPLE OF 3 LINES OF CONTACT INFORMATION

BACK SIDE

Variety of business card backs

Livery animal patterns

JetSMART.com logo
 2.8 Identity

Letterhead
FRONT ONLY

Standard size: A4
210 mm x 297 mm

Address block
Set in 8 pt/9.6 pt
Lato Light, Black

Contact Information
Set in 8 pt Lato Medium,
JetSMART Red call outs
(T: Telephone, W: Website)
Black numbers & URL
2.9 Identity

Envelope
FRONT ONLY

Standard size: DL
220 mm x 110 mm

Address block
Set in 8 pt/9.6 pt
Lato Light, Black