S GUIDE

VISUAL
ELEMENTS.
OUR VISUAL ELEMENTS SHOW
THE WORLD HOW WE LOOK.
Logo, tagline, photography, colour, typography,
signature mark.
Logo

The AirAsia logo is spelled as one

word and is made up of two
elements: the wordmark and the
red holding space. The logo must
never be altered, modified or
recreated. Any attempt to modify
or alter our logo is a violation of our
standards.

Applications on different
backgrounds: AirAsia wordmark Red circle AirAsia wordmark Red X

White l Black l Red

Minimum Size: 20mm

20mm 20mm
Logo

AIRASIA
1/8

vertical length
of communication

WORDMARK
1/8

1/8

1/8
usage
The AirAsia wordmark can be
used on it’s own in special
In extreme circumstances to maximise logo visibility, cropping of
situations where: the word mark is allowed based on this guideline.

2/8
Space is limited and using the
badge makes AirAsia non-legible 2/8

This would apply for on-ground

activation materials or T-shirts

Clear Space horizontal length

of communication
(i) Extreme horizontal format:
Should be 1/8 of the vertical
length of communication

(ii) Extreme vertical format:

Should be 1/8 of the horizontal
length of communication
Logo

CLEAR
1/2 1/2

SPACE
1

It is important to surround our

logo with a healthy an ample
amount of room so that it stands
out in our communications.

Clear Space
Should be at least 1/2 the radius of
the logo.

The same concept applies for the

AirAsia X logo.
Logo 1/8

CLEAR
1/2 radius 1/2 1

(breathing space)

SPACE 1/8

Examples:

horizontal length of communication

1/8

1/2 radius 1/2 1

(breathing space)

1/8

horizontal length of communication

Logo

ia
AirAs
.com
BE NICE! Never scale either Never rotate Never add .com Never replicate
AirAsia logo of the elements of
the logo separately.
the logo. to the logo. the logo in a
different typeface.

don’ts
Any attempt to alter the logo is a
violation of our standards.

Here are some examples of what

Never stretch or Never crop the Never crop the
not to do. warp the logo. sides of the logo. logo off the corner
of a document.

Never change the Never apply fancy Never swap the colours
colour of the elements effects to the logo. of AirAsia wordmark
of the logo. and the circle.
Logo
Air a
Asi
BE NICE! Never scale either Never rotate Never add .com Never replicate
AirAsia X logo of the elements of
the logo separately.
the logo. to the logo. the logo in a
different typeface.

don’ts
Any attempt to alter the logo is a
violation of our standards.

Here are some examples of what

Never stretch or Never crop the Never crop the
not to do. warp the logo. sides of the logo. logo off the corner
of a document.

Never change the Never apply fancy

colour of the elements effects to the logo.
of the logo.
Logo + Tagline

OUR
TAGLINE
evokes the mantra
of our brand
Usage of the tagline has to be 1/2 1/2

partnered with airasia.com on all

advertising materials.

1/2
Colour
Now Everyone Can Fly is primarily
in black or white for maximum
contrast over solid colours or
imagery.

Minimum size: 40mm

40mm

airasia.com
Now Everyone Can Fly
Colour

Logo + CTA + Tagline (for Grid System 1)

OUR 2/8

TAGLINE 1x

airasia.com
1/2 1/2 1x

clear space Now Everyone Can Fly

Clear Space
It is important to give our “call to
Logo + CTA + Tagline (for Grid System 2)
action” a healthy amount of room
so that it stands out in our
communications. 2/8

1/2
airasia.com 1/2 1

Now Everyone Can Fly

clear space
c o l o u r
Colour

PRIMARY AirAsia Red Black

Solid
White
Solid

colour palette Pantone 485C

C0 M95 Y100 K0 Pantone Process C0 M0 Y0 K0
R255 G0 B0 Black C R255 G255 B255
C0 M0 Y00 K100
R0 G0 B0

Signature red
Our signature red colour must be
used in all materials to ensure that
the brand tone and manner is
captured and produced in the
proper colour combinations.

Accent
Black and white may be used as
complementary or base colours to
help our signature red stand out.
Colour

SECONDARY Pantone 222C

C45 M100 Y45 K30
Pantone 7416C
C0 M70 Y60 K0
Pantone 7635C
C25 M95 Y30 K0

colour palette R118 G23 B74 R243 G113 B96 R191 G49 B115

Secondary colours may be used to

provide variety and visual interest.
When used with the primary colour
palette, secondary colours should
be used in moderation, not
exceeding 50% of the layout.

In special circumstances, the use of

the secondary colour palette can
be used as the main palette for
specific product, service or route
launches.