Brand Identity Guidelines

Design manual
2016:1
S7 Airlines Brand Identity Guidelines 2016 February

S7 Brand Visual Identity Welcome to the S7 Brand Identity

Guidelines. Here you can find the essential
Content
– Toolbox
ingredients of our visual identity and how – Toolbox usage
they are applied to achieve a strong and – Color
consistent expression. The guidelines will – Symbol
be constantly updated and developed – Logotype
so always make sure that you have the – Typography
lastest version. Remember that the whole
impression is the summary of all the details.
S7 Airlines Brand Identity Guidelines 2016 February 1.0

S7 Graphic toolbox The S7 basic elements are:

Logotype (name mark)
Symbol (picture mark)
Typeface
Colors
The fifth element

S7 Trademark S7 Typeface

Алфавит
S7 Colors The fifth element
Abc&9876! S7 Photography
S7 Airlines Brand Identity Guidelines 2016 February 1.1

S7 Graphic toolbox
Principal usage

The dot Geographic contours Images

Traveling from A to B Locations on the map Emotions
Destinations Destinations
Cities Point of view
S7 Airlines Brand Identity Guidelines 2016 February 1.2

S7 Graphic toolbox
Designated usage

Corporate design Corporate communication Corporate communication

The dot The dot Images
Images Geographic contours
Images

Signage office Signage airport, desk, etc. Advertising

Stationery Information board
Company interior Aircraft interior
Corporate literature Tickets office
... Customer literature
...

S7 Color Palette
Coated Pantone
S7 Airlines Brand Identity Guidelines 2016 February 1.3

S7 Graphic toolbox
Overview of patterns
S7 Airlines Brand Identity Guidelines 2016 February 2.0

Brand revision The color concept has been strengthened.

The revised brand is derived from the
established green color (aircraft) combined
with the round shape (logotype). This
simplifies the brand to its two strongest
current carriers.

S7 Current colors S7 New colors

S7 Airlines Brand Identity Guidelines 2016 February 2.1

Corporate colors It is essential that the identity colors

always be reproduced accurately.
A printed color will vary in hue and
density according to the surface it is
printed on.

Primary colors

S7 Green S7 Dark Gray S7 Smoke S7 Real Gray S7 Cool Gray S7 Metallic S7 Pistachio
Pantone 382 C/389 U Pantone Cool Gray 11 C Pantone Cool Gray 9 C Pantone Cool Gray 6 C Pantone Cool Gray 2 C Metallic silver foil Pantone 9540 C/9062 U
CMYK 28/0/100/0 Pantone 426 U Pantone Cool Gray 10 U Pantone Cool Gray 6 U Pantone Cool Gray 2 U CMYK 11/0/8/0
RGB 190/214/0 CMYK 44/34/22/77 CMYK 30/22/17/57 CMYK 16/11/11/27 CMYK 5/3/5/11 RGB 225/240/230
HEX C4D600 RGB 77/78/83 RGB 116/118/121 RGB 175/175/175 RGB 214/214/214 HEX E1F0E5
HEX 53565A HEX 75787B HEX A7A8AA HEX D0D0CE

Secondary colors

S7 Medina Green S7 Purple S7 Scarlet S7 Bright Red

Pantone 362 C/368 U Pantone 269 C/2617 U Pantone 7420 C/207 U Pantone 1795 C/1797 U
CMYK 78/0/100/2 CMYK 80/98/5/27 CMYK 13/100/54/30 CMYK 0/96/93/2
RGB 80/158/47 RGB 81/45/109 RGB 155/34/66 RGB 210/38/48
HEX 509E2F HEX 512D6D HEX 9B2242 HEX D22630

S7 Turquoise S7 Tabriz Blue S7 Candy Pink S7 Citrine S7 Sorbet Yellow

Pantone 319 C/319 U Pantone 313 C/ 313 U Pantone 1895 C/705 U Pantone 130 C/129 U Pantone 601 C/7499 U
CMYK 59/0/22/0 CMYK 100/0/11/2 CMYK 0/30/2/0 CMYK 0/32/100/0 CMYK 4/0/47/0
RGB 45/204/211 RGB 0/146/188 RGB 245/182/205 RGB 242/169/0 RGB 240/233/145
HEX 2DCCD3 HEX 007FA3 HEX F5B6CD HEX F2A900 HEX F0E991
S7 Airlines Brand Identity Guidelines 2016 February 2.2

Colors usage The primary colors should be dominant

in most layouts, and the largest dominance
should be S7 Pistachio. Use S7 Pistachio
on large surfaces, e.g. catalogue spreads,
signage, interior, etc. Our secondary
colors are used scarcely with care.

Primary and secondary colors usage ratio

S7 Airlines Brand Identity Guidelines 2016 February 3.3

Typography The examples below illustrate how the

typography combined with the logotype,
the tagline and partner brand come
together. Please refer to 3.2.
S7 Airlines Brand Identity Guidelines 2016 February
Symbol
4.0
The new symbol has a sharper character
and the number 7 has become longer
and clearer. The revised symbol is easier
to read and refined to balance the new
identity.
It limits the out-dated, “spongy” and
unbalanced nature of the previous
symbol but the revisions are small enough
to not create a noticeable discrepancy
towards the previous identity. The brand
symbol may be used separately without
the wordmark “Airlines”.
S7 Airlines Brand Identity Guidelines 2016 February 4.1

Logotype construction All angles are redrawn and are consistent

with the letter A in the new design of the
wordmark.
S7 Airlines Brand Identity Guidelines 2016 February 4.2

Logotype The logotype in S7 Green and S7 Dark

Grey. All markets use the same version of
the logo, there are no localized versions.
The wordmark “Airlines” shall not be used
separately.
S7 Airlines Brand Identity Guidelines 2016 February 4.3

Logotype: usage

S7 Green + Metallic
First and foremost corporate design

S7 Green + Gray
Corporate communication and secondly
corporate design

S7 White monochrome
S7 Gray monochrome
Corporate communication

S7 Black and white

In special case
S7 Airlines Brand Identity Guidelines 2016 February 4.4

Logotype: colorful usage In colorful applications, the logotype

symbol can be set in the colors of the
corporate colors palette.
Not for use in corporate applications or
for advertising. Colorful usage should be
avoided until 2017 with the new identity is
still being implemented.

Primary colors

Secondary colors

Monochrome
S7 Airlines Brand Identity Guidelines 2016 February 4.5

Clear space An area of clear space should always

surround the S7 logotype. This ensures
high degree of visibility and legibility,
and preserves the integrity of the brand.
The amount of space is always in
proportion to the size of the logotype.
The minimum amount of clear space
must never by less the two thirds of the
symbol, but may be more.

Trademark height and width divided in three = 2/3

2/3

2/3
S7 Airlines Brand Identity Guidelines 2016 February 4.6

Logotype +Tagline The tagline is primarily used for

consumer facing communicative
applications. Not for official corporate
use.
S7 Airlines Brand Identity Guidelines 2016 February 4.7

Logotype +Tagline Below are the logotype and the tagline

used in two colours on a photographic
background:
S7 Green and S7 Smoke.
Russian and international versions.
S7 Airlines Brand Identity Guidelines 2016 February 4.8

Logotype +Tagline If the background colour does not work

well with the colours of the logotype,
then the monochrome version should
be used. Russian and international
versions.
S7 Airlines Brand Identity Guidelines 2016 February 4.9

Positioning the S7 Logotype Below is the preferred layout position

for the logotype in most layouts.
on printed matter The purpose is to create a visual
standard, minimize variation and
co-ordinate design material.
The distance between the S7 logotype
and any partner logo should always be
at least equal to the with of the tagline
‘Chase happiness’, but may be more.

Min

2/3 2/3

Min

2/3 2/3
S7 Airlines Brand Identity Guidelines 2016 February 5.1

S7 Digital files
Symbol

Symbol Symbol_Full_Colour S_FC_CMYK Symbol/Full Colour/4 color press

S_FC_C Symbol/Full Colour/Coated paper
S_FC_U Symbol/Full Colour/Uncoated paper

Symbol_Monochrome S_M_CMYK Symbol/Monochrome Pistachio/4 color press

S_M_C Symbol/Monochrome Pistachio/Coated paper
S_M_U Symbol/Monochrome Pistachio/Uncoated paper

S_M_Black Symbol/Monochrome Black/One color press

Symbol_Monochrome_Grey S_M_G_CMYK Symbol/Monochrome Grey/4 colour press

S_M_G_C Symbol/Monochrome Grey/Coated paper
S_M_G_U Symbol/Monochrome Grey/Uncoated paper

Symbol_Monochrome_Neg S_M_Neg Symbol/Monochrome/White symbol

S_FC_RGB Symbol/Full Colour/RGB

S_M_Neg_RGB Symbol/White symbol/RGB
S_M_RGB Symbol/Monochrome Pistachio/RGB
S_M_G_RGB Symbol/Monochrome Grey/RGB
S7 Airlines Brand Identity Guidelines 2016 February 5.0

S7 Digital files
Logotype

Logotype L_Full_Colour L_FC_CMYK Logotype/Full Colour/4 colour press

L_FC_C Logotype/Full Colour/Coated paper
L_FC_U Logotype/Full Colour/Uncoated paper

L_Neg_CMYK Logotype/White logotype/4 colour press

L_Neg_C Logotype/White logotype/Coated paper
L_Neg_U Logotype/White logotype/Uncoated paper

L_Monochrome L_M_CMYK Logotype/Monochrome Pistachio/4 colour press

L_M_C Logotype/Monochrome Pistachio/Coated paper
L_M_U Logotype/Monochrome Pistachio/Uncoated paper

L_Monochrome_Black L_M_Black Logotype/Monochrome Black/One colour press

L_Monochrome_Grey L_M_G_CMYK Logotype/Monochrome Grey/4 colour press

L_M_G_C Logotype/Monochrome Grey/Coated paper
L_M_G_U Logotype/Monochrome Grey/Uncoated paper

L_Monochrome_Neg L_M_Neg Logotype/Monochrome/White Logotype

L_RGB L_FC_RGB Logotype/Full Colour/RGB

L_Neg_RGB Logotype/White logotype/RGB
L_M_RGB Logotype/Monochrome Pistachio/RGB
L_M_G_RGB Logotype/Monochrome Grey/RGB
L_M_Neg_RGB Logotype/Monochrome/White Logotype/RGB
S7 Airlines Brand Identity Guidelines 2016 February 5.2

S7 Digital files
Logotype +Tagline

Logotype+Tagline L+Tagline_Full_Colour_Rus LT_FC_CMYK_Rus Logotype+Tagline/Full Colour/4 color press/Russian version

LT_FC_C_Rus Logotype+Tagline/Full Colour/Coated paper/Russian version
LT_FC_U_Rus Logotype+Tagline/Full Colour/Uncoated paper/Russian version

L+Tagline_Full_Colour_Eng LT_FC_CMYK_Eng Logotype+Tagline/Full Colour/4 color press/International version

LT_FC_C_Eng Logotype+Tagline/Full Colour/Coated paper/International version
LT_FC_U_Eng Logotype+Tagline/Full Colour/Uncoated paper/International version

LT_M_Neg_Rus Logotype+Tagline/Monochrome white/One colour press/Russian version

LT_M_Neg_Eng Logotype+Tagline/Monochrome white/One colour press/International version

L+Tagline_Full_Colour_RGB LT_FC_RGB_Eng Logotype+Tagline/Full Colour/International version/RGB

LT_FC_RGB_Rus Logotype+Tagline/Full Colour/Russian version/RGB
LT_M_Neg_RGB_Eng Logotype+Tagline/Monochrome white/International version/RGB
LT_M_Neg_RGB_Rus Logotype+Tagline/Monochrome white/Russian version/RGB
S7 Airlines Brand Identity Guidelines 2016 February 3.0

Corporate typeface Nimbus Sans Novus from URW is the

S7 corporate typeface. It has both Latin
English and Cyrillic cuts. We use eight different
weights for flexibility:

Nimbus Sans Novus Bold Nimbus Sans Novus Medium

abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ
1234567890@£¥$?!{.,·:} 1234567890@£¥$?!{.,·:}
Nimbus Sans Novus Bold Italic Nimbus Sans Novus Medium Italic

abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ
1234567890@£¥$?!{.,·:} 1234567890@£¥$?!{.,·:}
Nimbus Sans Novus Semibold Nimbus Sans Novus Regular

abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ
1234567890@£¥$?!{.,·:} 1234567890@£¥$?!{.,·:}
Nimbus Sans Novus Semibold Italic Nimbus Sans Novus Regular Italic

abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ
1234567890@£¥$?!{.,·:} 1234567890@£¥$?!{.,·:}
S7 Airlines Brand Identity Guidelines 2016 February 3.1

Corporate typeface Nimbus Sans Novus from URW is the

S7 corporate typeface. It has both Latin
Cyrillic and Cyrillic cuts. We use eight different
weights for flexibility:

Nimbus Sans Novus Bold Nimbus Sans Novus Medium

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юя AБВГДЕЁЖЗИЙКЛМНОПРСТУФХЦЧ AБВГДЕЁЖЗИЙКЛМНОПРСТУФХЦЧШЩ
ШЩЪЫЬЭЮЯ 1234567890@£¥$?!{.,·:} ЪЫЬЭЮЯ 1234567890@£¥$?!{.,·:}
Nimbus Sans Novus Bold Italic Nimbus Sans Novus Medium Italic

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юя AБВГДЕЁЖЗИЙКЛМНОПРСТУФХЦЧ AБВГДЕЁЖЗИЙКЛМНОПРСТУФХЦЧШЩ
ШЩЪЫЬЭЮЯ 1234567890@£¥$?!{.,·:} ЪЫЬЭЮЯ 1234567890@£¥$?!{.,·:}
Nimbus Sans Novus Semibold Nimbus Sans Novus Regular

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юя AБВГДЕЁЖЗИЙКЛМНОПРСТУФХЦЧ AБВГДЕЁЖЗИЙКЛМНОПРСТУФХЦЧШЩ
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Nimbus Sans Novus Semibold Italic Nimbus Sans Novus Regular Italic

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юя AБВГДЕЁЖЗИЙКЛМНОПРСТУФХЦЧ AБВГДЕЁЖЗИЙКЛМНОПРСТУФХЦЧШЩЪ
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S7 Airlines Brand Identity Guidelines 2016 February 3.2
Typography This section illustrates how different
weights of the typeface can be used to
create an elegant layout. However,
the primary fonts are Nimbus Sans
Novus Bold and Nimbus Sans Novus
Regular. These should be used unless
the application has special requirements.
Blocks of type should be aligned left or,
if the application requires, justified.
1 2
Правила Lorem ipsum
поведения dolor sit amet,
consectetur
пассажиров
adipiscing elit.
Rules for Aliquam imperdiet elit est. Aliquam
passenger erat utpat. Maecenas eu hendrerit
metus. Duis in sem eget quam effi-
behavior citur faucibus in et sem. Proin erat
sem, auctor in sapien piscing quis.
1
Heading: Nimbus Sans Bold
Typography should be aligned with
the logotype in S7 Trademark.
2 Heading: Nimbus Sans Semibold
Body: Nimbus Sans Regular or Medium
3 Heading: Nimbus Sans Regular
Sub-head: Nimbus Sans Bold
Body: Nimbus Sans Regular or Medium
3
Heading
Sub-heading
Lorem ipsum dolor sit amet, con-
sectetur adipiscing elit. Aliquam
imperdiet elit est. Aliquam erat
volutpat. Maecenas eu hendrerit
metus. Duis in sem eget quam
efficitur faucibus in et sem. Proin
erat sem, auctor in sapien quis,
molestie egestas nibh. Proin varius
enim arcu, tempor auctor massa
consectetur at. Proin lobortis, sapien.