June 2013

Qantas
Brand Guidelines
Contents

Brand Advertising Guidelines Contents

It is vitally important that in everything that 3 Brand Strategy

we do – in every medium we use, we 5 Our Personality
consistently communicate the core values 6 Contemporary Australia
of Qantas and the contemporary Spirit 7 How We Communicate
of Australia. To help us do this, we have 8 Photographic Style
developed the following guidelines that outline 9 Qantas Corporate Colours
some key principles for Brand Advertising 10 Logotype lock-up
communications that will, when applied over 12 Oneworld guideline
time, position Qantas as The World’s Best 13 Brand Advertising Layouts
Premium Airline and make the experience 24 Standard Retail Advertising Layouts
of Qantas always feel uplifting. 33 Specific Scenario Retail Advertising Layouts
42 Partner logo lock-up
44 Typography
46 TV lock-up

Qantas Advertising Brand Guidelines – May 2013 – 2

Brand Strategy

Our Vision Our Values Our Manifesto

To become the world’s best premium airline.
Our Proposition
Dedicated to helping you enjoy the journey,
wherever it takes you.
Our positioning
The Spirit of Australia.
– Care
Being genuine and empathetic, responsive,
focused on safety, working collaboratively
and having.
– Forward Thinking
Being proactive and courageous, innovating
and thinking out of the box; acting as a
market leader and being creative with new
technology.
– Wisdom of Experience
Setting professional standards and providing
confidence based on knowledge, trust and
a focus on safety.
– Contemporary Australia
Celebrating a fresh, multi-cultural,
stylish and modern Australia.
Our vision is to become the world’s best
premium airline. Together, we will do this
by creating more enjoyable journeys.
As a business, we will:
- Invest in our future.
- Redefine premium travel.
- Set the standards by which others will
judge themselves.
- Fight for our place in the world.
Our brand will:
- Embody and define the contemporary spirit of
Australia, the best it has to offer the world.
What we do is:
- Listen, don’t assume.
- Treat our customers, and each other,
with honesty, respect and care.
- Act as one team with belief in each other
- Fight complacency and have a can-do
attitude; nothing is too hard.

Qantas Advertising Brand Guidelines – May 2013 – 3

Brand Strategy continued

What we are What we are not

Passionate, positive, adaptable, charismatic, Stuffy, stiff, complicated, jargon users,

experienced, straightforward, fresh, open, stereotypical, closed, boring, conservative
inspiring, contemporary – even cutting edge, and cold.
forward looking and empathetic.

Qantas Advertising Brand Guidelines – May 2013 – 4

 Our Personality

Current Image Ideal Image

– Professional The ideal Qantas would – Highly experienced

– Reliable be more vital, enthusiastic, – Genuinely friendly
– Competent engaging and charismatic – Willing
– Authoritative as well as the essential – Accommodating
– Mature attributes of Qantas as – Committed
– Tough minded previously seen: – Attractive
– Dynamic – Charismatic
– Sophisticated – Nothing too much trouble
– Professional
– Mature
– Adaptable
– Intuitive
– Sensitive to needs

Qantas Advertising Brand Guidelines – May 2013 – 5

Defining ‘Contemporary Australian’

When do we have to think about it?

Let’s start by looking at the definition of
Contemporary. The Encarta English dictionary
defines it as follows. The bit that’s relevant to is:
con·tem·po·rar·y adj
2. in existence now
3. distinctively modern in style
‘Now’ is the key. The Now is what we are really
talking about. Essentially ‘modern Australian’
and the spirit of confidence inherent in it.
Contemporary doesn’t stand still. The now of
tomorrow will be different to today’s ‘now’ so
it’s important to keep pace with the true
Australian spirit as it stands in the moment.
Being Contemporary means keeping a close
eye on all elements in our advertising - casting,
wardrobe, photography, design, language,
music etc.
For Neil Perry it’s the freshest, best quality
ingredients, originally combined, without any
unnecessary embellishment.

What we can do is break it down into the Marc Newson uses the highest quality materials
elements. in his designs. They are always simple,
no extraneous visual flourishes; a confident
Contemporary Australian is: minimalism with integrity and substance.
Genuine
Confident Get an element wrong and we will reinforce
Simple old perceptions or look like we are trying too
Original hard. Even the way we write has to be simple,
Quality intelligent and genuine.
Beauty
Integrity

Contemporary Australian is not:

Try-hard
Fussy
Complicated
Pretentious
Clichéd

Qantas Advertising Brand Guidelines – May 2013 – 6

How We Communicate
Everyone thinks they know Qantas in Australia
and New Zealand, we’ve been around for more
than 90 years. We have choirs singing longingly
about Australia. We sponsor many of the
national sports teams. We are Australia.
In other markets people aren’t so sure, but
they have probably made up their mind about
Australia – rightly or wrongly. But we are at the
pointy-end of Australia. Competing with the rest
of the world on a daily basis we need to be
more contemporary, both in look and language.
The conversation.
Words are precious.
People are only prepared to listen to a few
of them from you – unless they know you well.
The closer you are, the more you are allowed
to use.
So keep it short.
But at the same time, we’d like to build the
relationship – we want people to get to know
us better so they will fly with us more often.
So let’s be friendly.
Use as few words as you need to talk to Simple, intelligent wit
someone like a friend, telling you We don’t want to condescend, nor do we
something you ought to know. Something want to bore. Write with a smile and it will come
helpful. He/she isn’t selling you anything, just through in the reading, but keep it simple.
being helpful. e.g. describing food and wine:
Retail
Washed down with a glass of Australia’s finest We can and should, be more direct here.
wines and that meeting in Perth becomes People are reading because they are
something to look forward to. after a good deal so cut to the chase.
But different friends have different
conversations.
You will have a different conversation in a
different way with your Chairman’s lounge
friend compared to your economy friend.
We need to reflect that. It will still be friendly,
but even fewer words will be needed.
What sort of words?
We may be contemporary and premium but
we are still Australian. And Australians have
an understated, and reassuringly direct way
of saying things.
Friends don’t boast. Friends don’t sell
(too hard). And friends don’t use too many
superlatives (in fact, friends avoid words
like superlative).
Qantas Advertising Brand Guidelines – May 2013 – 7
Photographic Style
Beyond the Qantas brand values, there are five key elements to consider when
creating an image for Qantas.
– Uplifting, welcoming, warm and optimistic mood
– Natural light for a clean and modern appearance
– Informal cropping and natural, authentic poses, engagement and emotions
– A short depth of field, but the suggestion of background activity
– Contemporary stylish wardrobing and propping

Embrace Avoid

Clean, natural light Authentic emotion Natural/relaxed expression Unexpected cropping Too busy Contrived

Warmth and engagement A sense of movement Genuine/welcoming Unexpected cropping Too dark Stereotypical cropping

Natural light Natural light Vibrant/warm colour A sense of movement Too moody Staged

Qantas Advertising Brand Guidelines – May 2013 – 8

Qantas Corporate Colours

The Qantas Corporate colours are – Qantas Red Qantas Dark Grey Qantas Premium Black

Qantas Red (Pantone 485)

Qantas Dark Grey (Pantone 7546)
and white.

It is essential that these colours are used

accurately and consistently whenever the
Qantas Brandmark is reproduced.

Under no circumstances should colours be

matched to another colour system or printing
take place on coloured paper stocks.

When printing in process colours the colour

mix is –

Qantas Red – 100% Magenta and

100% Yellow
Qantas Dark Grey – 30% Cyan,
Pantone Process Pantone Process Pantone Process
and 80% Black
485 100M 100Y 7546 30C 80K 426 C 5C 95K
When using in an electronic environment
RGB RGB RGB
the RGB colours are –
R222 G0 B60 R40 G50 B60 R28 G29 B30
Qantas Red – R222, G0, B60
Qantas Dark Grey – R40, G50 and B60

Qantas Advertising Brand Guidelines – May 2013 – 9

Qantas Masterbrand logotype lock-up

The logo shown below is the Qantas masterbrand logotype

locked up with the ‘Spirit of Australia’ tagline.

Itis mandatory that the logo and ‘Spirit of Australia’ tagline

lockup is used on all elements featuring the masterbrand
logo, except when prior permission has been granted by
Anthony Cohen and/or Kent Heffernen.

This logo should only be used when the Folded Roo device
does not appear.

Colour — Reverse

Colour

Qantas Advertising Brand Guidelines – May 2013 – 10

Qantas Masterbrand logotype lock-up — Mono versions

Rule: for restricted use only. To be used only where black

or white is the only option.

Mono Reverse

Mono

Qantas Advertising Brand Guidelines – May 2013 – 11

Brand Advertising logotype lock-up

The logo shown below is the Qantas wordmark logotype locked

up with the ‘Spirit of Australia’ tagline. The only time the logo
appears without the ‘Spirit of Australia’ tag is when it is:

a) likely to impede the creative execution or is executionally

impossible, or

b) used as a page turn device.

This logo is only to be used on Qantas brand advertising

where the Qantas triangle with Roo is used as a graphic
device separately. Refer to the following pages for usage
and placement guidelines. This is a fixed lock-up and will
be provided as an EPS and is not to be altered.

Qantas Advertising Brand Guidelines – May 2013 – 12

Qantas Masterbrand logotype vertical lock-up

The vertical version of the masterbrand logo is to be used

when format prohibits the horizontal version from being used.

Again the vertical version of the format is to be locked up with

the Spirit of Australia Tagline in all instances, as shown. This
lock up is not to be altered in any way; an EPS logo will be
provided for execution.

Qantas Advertising Brand Guidelines – May 2013 – 13

Qantas Masterbrand logotype vertical sponsorship lock-up

The vertical version of the masterbrand logo is to be used

when format prohibits the horizontal version from being used.

Again the vertical version of the format is to be locked up with

the Spirit of Australia Tagline in all instances, as shown. This
lock up is not to be altered in any way; an EPS logo will be
provided for execution.

Qantas Advertising Brand Guidelines – May 2013 – 14

Qantas Masterbrand logotype vertical sponsorship lock-up

Reverse version

Qantas Advertising Brand Guidelines – May 2013 – 15

Qantas Masterbrand logotype vertical sponsorship lock-up

The measurement is taken from the top of the triangle down

to the top of the Kangaroo’s tail (x). Use 80% of x to find the
distance between the two logos using a divider line the length
of the Qantas logotype.

To gain the height of the sponsor logo, use the height (y) of the
Qantas logotype. Align the vertical centres of the two logos.

80% of x

y
y

Qantas Advertising Brand Guidelines – May 2013 – 16

Qantas Masterbrand logotype vertical sponsorship lock-up

Media wall example

Qantas Advertising Brand Guidelines – May 2013 – 17

Qantas Masterbrand brand mark loose Roo

The “loose Roo” brand mark is to be used at the discretion

of the brand team.

Qantas Advertising Brand Guidelines – May 2013 – 18

Oneworld guideline

Logo: 6X
The oneworld logo should be sized relative X 1.5X oneworld horizon blue
to the Qantas Red Roo.

Qantas’ continuing commitment to the oneworld

alliance is of great benefit to our customers, 1.5X

as such it is mandatory that the oneworld logo

appears in partnership with the Qantas logo Logo: 3.5X x 3.5X

across all material.

Process
95C 89M

Qantas Advertising Brand Guidelines – May 2013 – 19

Brand Advertising Layouts - horizontal and vertical formats

NOTE: Folded Roo in top right hand corner

is used for print/retail advertising only.

Qantas Advertising Brand Guidelines – January 2013 – 20

Advertising Layout – Horizontal Brand
Lock-up and framework
Logo: 30mm wide
5mm 7.5mm

5mm
There are some simple rules that will
7.5mm
help ensure the brand identity evolves
consistently and effectively. See following
pages for layout examples. Logo: 17.5 x 17.5 mm

1. The Qantas brandmark, oneworld brandmark

and page margins are fixed within this
size range.

Qantas brandmark
Width = 30mm

oneworld brandmark
Width = 60% of Qantas brandmark
and set 7.5mm in from left and top of image box

2. A
 n image is always used as the background.
The image box should sit within the page
margins and never bleed off the page.
Headline goes here
Subhead goes here. It can run over two lines
Once you have built your general layout Subhead goes here. It can run over two lines
you can start to place image and text.

3. The Qantas masterbrand logotype is locked

up with the ‘Spirit of Australia’ tagline set
10mm in from the base of the image box, set at
45mm wide, centre-aligned to format. This is a
fixed lock-up and will be provided as an EPS
and is not to be altered.

Logo: 45 mm wide

10mm

5mm

Qantas Advertising Brand Guidelines – May 2013 – 21

Advertising Layout – Horizontal Brand
Lock-up and framework
Logo: 6X
X 1.5X

X
There are some simple rules that will
1.5X
help ensure the brand identity evolves
consistently and effectively. See following
pages for layout examples. Logo: 3.5X x 3.5X

1. The Qantas brandmark, oneworld brandmark

and page margins are fixed within this
size range.

Qantas brandmark
Width = 6X

oneworld Brandmark
Width = 60% of Qantas brandmark
and set 1.5X in from left and top of image box

2. A
 n image is always used as the background.
The image box should sit within the page
margins and never bleed off the page.
2X
Headline goes here
Subhead goes here. It can run over two lines
Once you have built your general layout Subhead goes here. It can run over two lines
you can start to place image and text.

3. The Qantas masterbrand logotype is locked

up with the ‘Spirit of Australia’ tagline set
2X in from the base of the image box, set at
9X wide, centre-aligned to format. This is a
fixed lock-up and will be provided as an EPS
and is not to be altered.

Logo: 9X wide

2X

Qantas Advertising Brand Guidelines – May 2013 – 22

Advertising Layout – Horizontal Brand
Type sizes and styles

Main Headline
QF Spirit Medium 40pt
- optical kerning, 0 pt

Headline goes here

- Sentence Case
- white or black
- centre-aligned.

Subhead
QF Spirit Medium 17pt
Subhead goes here. It can run over two lines
- leading/line spacing 27pt
- optical kerning, 0 pt
- Sentence Case
- white or black
- centre-aligned
- The subhead can flow over 2 lines with
leading/line spacing set at 20pt between
the two subhead lines.

It may move as a unit within the image

and page margins depending on what
works best with the image and legibility.

The Qantas masterbrand logotype is locked

up with the ‘Spirit of Australia’ tagline set
10mm in from the base of the image box, set
at 45mm wide, centre-aligned to format. This
is a fixed lock-up and will be provided as an
EPS and is not to be altered.

Qantas Advertising Brand Guidelines – May 2013 – 23

Advertising Layouts
Horizontal brand — quarter page horizontal

Headline goes here Headline goes here

Subhead goes here. It can run over two lines Subhead goes here. It can run over two lines

Headline goes here

Subhead goes here. It can run over two lines

Campaign headline/subhead centre-aligned, Qantas

masterbrand logotype locked-up with tagline (‘Spirit of
Australia’) and anchored at base of advertisement.

Qantas Advertising Brand Guidelines – May 2013 – 24

Advertising Layout – Vertical Brand 5mm 7.5mm 30mm

Margins, positioning and spacing

7.5mm

Logo: 17.5 x 17.5 mm

White border margin: 5mm

oneworld logo size: 17.5 x 17.5mm
Qantas logo size: 30mm wide
Qantas logotype lock-up: 45mm wide

Headline and subhead lock-up positioned for

best legibility over image and is centre-aligned.
This lock-up can slide up or down for the purpose
10mm
Headline goes here
of legibility but with a 10mm clearspace from the
base of the oneworld logo and the top Qantas Subhead goes here. It can run over two lines
logotype lock-up.
Subhead goes here. It can run over two lines

Logo: 45mm wide

10mm

Qantas Advertising Brand Guidelines – May 2013 – 25

Advertising Layout – Vertical Brand X 1.5X 6X

Margins, positioning and spacing

1.5X

Logo: 3.5X x 3.5X

White border margin: X

oneworld logo size: 3.5X x 3.5X
Qantas logo size: 6X wide
Qantas logotype lock-up: 9X wide

Headline and subhead lock-up positioned for

best legibility over image and is centre-aligned.
This lock-up can slide up or down for the purpose
2X
Headline goes here
of legibility but with a 2X clearspace from the
base of the oneworld logo and the top Qantas Subhead goes here. It can run over two lines
logotype lock-up.
Subhead goes here. It can run over two lines

Logo: 9X wide

2X

Qantas Advertising Brand Guidelines – May 2013 – 26

Advertising Layout – Vertical Brand
Type sizes and styles

Main Headline
QF Spirit Medium 40pt
- optical kerning, 0 pt
- Sentence Case

Headline goes here

- white or black
- centre-aligned.

Subhead
QF Spirit Medium 17pt
Subhead goes here. It can run over two lines
- leading/line spacing 27pt
- optical kerning, 0 pt
- Sentence Case
- white or black
- centre-aligned
- The subhead can flow over 2 lines with
leading/line spacing set at 20pt between
the two subhead lines.

It may move as a unit within the image

and page margins depending on what
works best with the image and legibility.

The Qantas masterbrand logotype is locked

up with the ‘Spirit of Australia’ tagline set
10mm in from the base of the image box, set
at 45mm wide, centre-aligned to format. This
is a fixed lock-up and will be provided as an
EPS and is not to be altered.

Qantas Advertising Brand Guidelines – May 2013 – 27

Advertising Layout - Portrait Brand
Full page

Headline goes here

Subhead goes here. It can run over two lines

Headline goes here

Subhead goes here. It can run over two lines

Headline goes here

Subhead goes here. It can run over two lines

Campaign headline/subhead centre-aligned, Qantas

masterbrand logotype locked-up with tagline (‘Spirit of
Australia’) and anchored at base of advertisement.

Qantas Advertising Brand Guidelines – May 2013 – 28

Outdoor Advertising Headline, subhead and Qantas logotype are centre-aligned

Billboard horizontal
X
at a distance from the right edge of the image box that equals
1/3 the width of the image box.
4X X
1/3 1/3 1/3

2X
Headline goes here
Subhead goes here. It can run over two lines

7X

Headline goes here

Subhead goes here. It can run over two lines

Campaign headline/subhead centre-aligned, Qantas

masterbrand logotype locked-up with tagline (‘Spirit of
Australians’) and anchored at base of advertisement.

Qantas Advertising Brand Guidelines – May 2013 – 29

Outdoor Advertising
Billboard horizontal

Headline goes here

Subhead goes here. It can run over two lines

Headline goes here

Subhead goes here. It can run over two lines

Campaign headline/subhead centre-aligned, Qantas

masterbrand logotype locked-up with tagline (‘Spirit of
Australians’) and anchored at base of advertisement.

Qantas Advertising Brand Guidelines – May 2013 – 30

Advertising
Standard Retail
Layout
Advertising
– (WithoutLayouts
wordmark)
- horizontal and vertical formats

NOTE: Folded Roo in top right hand corner

is used for print/retail advertising only.

Qantas
QantasAdvertising
AdvertisingBrand
Brand
Guidelines
Guidelines
– November
– January 2013
2012 – 31
Standard Advertising Layout – Horizontal Retail
Lock-up and framework
Logo: 6X
X 1.5X

There are some simple rules that will help

1.5X
ensure the brand identity evolves consistently
and effectively: see the next page for layout
examples. Logo: 3.5X x 3.5X

1. The Qantas brandmark, oneworld

brandmark and page margins are fixed
within this size range.

Qantas brandmark
Width = 30mm represented as 6X

oneworld Brandmark Image Area

Width = 60% of Qantas brandmark
and set 7.5mm /1.5X in from left and top of
image box

2. A
 n image is always used as the background.
The image should never bleed off the page.

3. The pricing information box should always sit

below the image box. The size of the pricing
information box is fixed within this size range.
The position can shift depending on length
of Terms and Conditions.

Height = 45mm / 9X
9X
Once you have built your general layout
you can start to place image and text.
Retail advertisements have a hierarchy of
information that needs to be followed strictly.
Type sizes and layout conventions can be
found on the following page.

Qantas Advertising Brand Guidelines – May 2013 – 32

Standard Advertising Layout – Horizontal Retail
Margins, positioning and spacing
Logo: 30mm wide
5mm 7.5mm

5mm
White border margin: 5mm
oneworld logo size: 17.5 x 17.5mm 7.5mm

Qantas logo size: 30mm wide

Red break-out box: 45mm high
Logo: 17.5 x 17.5 mm

Hawaii on sale*
Headline and subhead lock-up
centred vertically to image box
unless it is difficult to read
text over image. This lock-up
can slide up or down for the
purpose of legibility but with a
10mm clearspace from the base
of the oneworld logo and the
Subhead & pricepoint goes here
top of the red breakout box.
over two lines of copy left aligned.

4
Economy class fares from Sydney – Settle back in your seat on Australia’s best domestic airline.
4
HONOLULU CHRISTCHURCH AUCKLAND COPENHAGEN COPENHAGEN
Destination and One way from Sydney One way from Sydney One way from Sydney One way from Sydney One way from Sydney

479 379 1299 779 1979

45mm

$ $ $ $ $
price lock-up
centre-aligned
vertically
4
* 4
* 4
* 4
* 4
* 4

to breakout box.

4
TO BOOK VISIT YOUR TRAVEL AGENT OR QANTAS.COM Spirit of Australia
4
2.5
Prices based on payment at qantas.com by BPAY.* Offer ends 23:59 (AEST) 3 August 2012 unless sold out prior.
Departure Dates: 1 May – 30 June 2012. Other fares are available for travel 1 Dec 12 - 31 Jan 13 & 1 Feb - 30 Apr 13. ALL INCLUDED:
INFORMATION: *AFTA National Travel Industry Awards **For card payments, add A$7.70 per passenger per booking. Also add A$35 per passenger for bookings made on 13 13 13 and at airport locations. Agents may charge service
fees and/or fees for card payments which vary. Prices correct at 25 July 2012 but may fluctuate if carrier charges, fees, taxes or currency change. Prices are one way in economy and valid on Qantas services only. Amounts payable
to third parties not included. Offers subject to availability. Airfares are non-refundable – some changes permitted at a charge. Offer may be extended. Visit qantas.com for full conditions. Qantas Airways Limited ABN 16 009 661 901.
Licence number 2TA000237.
5mm

Qantas Advertising Brand Guidelines – May 2013 – 33

Standard Advertising Layout – Horizontal Retail
Type sizes and styles

Main Headline
QF Spirit Medium 40pt
- optical kerning, 0 pt

Hawaii on sale*
- Sentence Case
- white or black
- left-aligned,

Subhead
QF Spirit Medium 17pt
- leading/line spacing 27pt
Subhead & pricepoint goes here
- optical kerning, 0 pt
- Sentence Case
over two lines of copy left aligned.
- white or black
- left-aligned
- The subhead can flow over 2 lines with
leading/line spacing set at 20pt between
the two subhead lines.

It may move as a unit within the image

and page margins depending on what
works best with the image and legibility.

QF Spirit Bold 10pt / Optical kerning, 0 pt / Sentence Case / White Economy class fares from Sydney – Settle back in your seat on Australia’s best domestic airline.

QF Spirit Bold 12pt / Optical kerning, 10 pt / Uppercase / White HONOLULU CHRISTCHURCH AUCKLAND COPENHAGEN COPENHAGEN
One way from Sydney One way from Sydney One way from Sydney One way from Sydney One way from Sydney

479 379 1299 779 1979

QF Spirit Bold 7pt / Optical kerning, 10 pt / Sentence Case / White

QF Spirit Medium 50pt / Optical kerning, -10 pt / Sentence Case / White

Asterix ‘*’ - QF Spirit Medium 15pt
$ *
$ *
$ *
$ *
$ *

QF Spirit Bold 11pt / Optical kerning, 10 pt / Uppercase / White TO BOOK VISIT YOUR TRAVEL AGENT OR QANTAS.COM Spirit of Australia

QF Spirit Medium 8pt / Leading 11pt / Optical kerning, 10 pt /
Sentence Case / black (‘Departure dates’ red C0 M100 Y100 K0)
QF Spirit Medium 6.5pt / Leading 8pt / Optical kerning, -10 pt /
Sentence Case and force justified paragraph / black
Prices based on payment at qantas.com by BPAY.* Offer ends 23:59 (AEST) 3 August 2012 unless sold out prior.
Departure Dates: 1 May – 30 June 2012. Other fares are available for travel 1 Dec 12 - 31 Jan 13 & 1 Feb - 30 Apr 13. ALL INCLUDED:
INFORMATION: *AFTA National Travel Industry Awards **For card payments, add A$7.70 per passenger per booking. Also add A$35 per passenger for bookings made on 13 13 13 and at airport locations. Agents may charge service
fees and/or fees for card payments which vary. Prices correct at 25 July 2012 but may fluctuate if carrier charges, fees, taxes or currency change. Prices are one way in economy and valid on Qantas services only. Amounts payable
to third parties not included. Offers subject to availability. Airfares are non-refundable – some changes permitted at a charge. Offer may be extended. Visit qantas.com for full conditions. Qantas Airways Limited ABN 16 009 661 901.
Licence number 2TA000237.

QF Spirit Bold 10pt

Divider lines: stroke weight 1.25pt / round ends / white Optical kerning, 10 pt
Sentence case / White

Qantas Advertising Brand Guidelines – May 2013 – 34

Standard Advertising Layout – Horizontal Retail
Quarter page

London on sale* Hawaii on sale* Paris on sale*

Subhead & pricepoint goes here Subhead & pricepoint goes here Subhead & pricepoint goes here
over two lines of copy left aligned. over two lines of copy left aligned. over two lines of copy left aligned.

Economy class fares from Sydney – Settle back in your seat on Australia’s best domestic airline. Economy class fares from Sydney – Settle back in your seat on Australia’s best domestic airline. Economy class fares from Sydney – Settle back in your seat on Australia’s best domestic airline.

HONOLULU CHRISTCHURCH AUCKLAND COPENHAGEN COPENHAGEN HONOLULU CHRISTCHURCH AUCKLAND COPENHAGEN COPENHAGEN HONOLULU CHRISTCHURCH AUCKLAND COPENHAGEN COPENHAGEN
One way from Sydney One way from Sydney One way from Sydney One way from Sydney One way from Sydney One way from Sydney One way from Sydney One way from Sydney One way from Sydney One way from Sydney One way from Sydney One way from Sydney One way from Sydney One way from Sydney One way from Sydney

$ 479 *

TO BOOK VISIT YOUR TRAVEL AGENT OR QANTAS.COM

$ 379 *
$ 1299 *
$ 779 *
$ 1979 Spirit of Australia
*
$ 479 *

TO BOOK VISIT YOUR TRAVEL AGENT OR QANTAS.COM

$ 379 *
$ 1299 *
$ 779 *
$ 1979 Spirit of Australia
*
$ 479 *

TO BOOK VISIT YOUR TRAVEL AGENT OR QANTAS.COM

$ 379 *
$ 1299 *
$ 779 *
$ 1979 Spirit of Australia
*

Prices based on payment at qantas.com by BPAY.* Offer ends 23:59 (AEST) 3 August 2012 unless sold out prior. Prices based on payment at qantas.com by BPAY.* Offer ends 23:59 (AEST) 3 August 2012 unless sold out prior. Prices based on payment at qantas.com by BPAY.* Offer ends 23:59 (AEST) 3 August 2012 unless sold out prior.
Departure Dates: 1 May – 30 June 2012. Other fares are available for travel 1 Dec 12 - 31 Jan 13 & 1 Feb - 30 Apr 13. ALL INCLUDED: Departure Dates: 1 May – 30 June 2012. Other fares are available for travel 1 Dec 12 - 31 Jan 13 & 1 Feb - 30 Apr 13. ALL INCLUDED: Departure Dates: 1 May – 30 June 2012. Other fares are available for travel 1 Dec 12 - 31 Jan 13 & 1 Feb - 30 Apr 13. ALL INCLUDED:
INFORMATION: *AFTA National Travel Industry Awards **For card payments, add A$7.70 per passenger per booking. Also add A$35 per passenger for bookings made on 13 13 13 and at airport locations. Agents may charge service INFORMATION: *AFTA National Travel Industry Awards **For card payments, add A$7.70 per passenger per booking. Also add A$35 per passenger for bookings made on 13 13 13 and at airport locations. Agents may charge service INFORMATION: *AFTA National Travel Industry Awards **For card payments, add A$7.70 per passenger per booking. Also add A$35 per passenger for bookings made on 13 13 13 and at airport locations. Agents may charge service
fees and/or fees for card payments which vary. Prices correct at 25 July 2012 but may fluctuate if carrier charges, fees, taxes or currency change. Prices are one way in economy and valid on Qantas services only. Amounts payable fees and/or fees for card payments which vary. Prices correct at 25 July 2012 but may fluctuate if carrier charges, fees, taxes or currency change. Prices are one way in economy and valid on Qantas services only. Amounts payable fees and/or fees for card payments which vary. Prices correct at 25 July 2012 but may fluctuate if carrier charges, fees, taxes or currency change. Prices are one way in economy and valid on Qantas services only. Amounts payable
to third parties not included. Offers subject to availability. Airfares are non-refundable – some changes permitted at a charge. Offer may be extended. Visit qantas.com for full conditions. Qantas Airways Limited ABN 16 009 661 901. to third parties not included. Offers subject to availability. Airfares are non-refundable – some changes permitted at a charge. Offer may be extended. Visit qantas.com for full conditions. Qantas Airways Limited ABN 16 009 661 901. to third parties not included. Offers subject to availability. Airfares are non-refundable – some changes permitted at a charge. Offer may be extended. Visit qantas.com for full conditions. Qantas Airways Limited ABN 16 009 661 901.
Licence number 2TA000237. Licence number 2TA000237. Licence number 2TA000237.

Qantas Advertising Brand Guidelines – May 2013 – 35

Standard Advertising Layout – Vertical Retail X 1.5X 6X

Lock-up and framework

1.5X

Logo: 3.5X x 3.5X

There are some simple rules that will help

ensure the brand identity evolves consistently
and effectively: see the next page for layout
examples.

1. The Qantas brandmark, oneworld

brandmark and page margins are fixed
within this size range.

Qantas brandmark
Width = 30mm represented as 6X

oneworld Brandmark
Width = 60% of Qantas brandmark
and set 7.5mm /1.5X in from left and top of Image Area
image box

2. A
 n image is always used as the background.
The image should never bleed off the page.

3. The pricing information box should always sit

below the image box. The size of the pricing
information box is fixed within this size range.
The position can shift depending on length
of Terms and Conditions.

Height = 45mm / 9X

Once you have built your general layout

you can start to place image and text.
Retail advertisements have a hierarchy of
information that needs to be followed strictly.
Type sizes and layout conventions can be
found on the following page. 45mm

Qantas Advertising Brand Guidelines – May 2013 – 36

Standard Advertising Layout – Vertical Retail 5mm 7.5mm 30mm

Margins, positioning and spacing

7.5mm

Logo: 17.5 x 17.5 mm

White border margin: 5mm

oneworld logo size: 17.5 x 17.5mm
Qantas logo size: 30mm wide
Red break-out box: 45mm high.

Best Domestic Airline

Headline and subhead lock-up
positioned for best legibility over
image and can be centre-aligned
or left-aligned. This lock-up can

2010/2011/2012*
slide up or down for the purpose
of legibility but with a 15mm
clearspace from the base of the
oneworld logo and the top of the
red breakout box.
Subhead goes here. It can run over two lines

4
Economy class fares from Sydney – Settle back in your seat on Australia’s best domestic airline.
4

Destination and
HONOLULU CHRISTCHURCH AUCKLAND COPENHAGEN
One way from Sydney One way from Sydney One way from Sydney One way from Sydney

479 379 299 1979

price lock-up

$ $ $ $
45mm
centre-aligned
vertically
4 * 4 * 4 * 4 * 4
to breakout box.

4
TO BOOK VISIT YOUR TRAVEL AGENT OR QANTAS.COM Spirit of Australia
4
5 ALL INCLUDED:
Prices based on payment at qantas.com by BPAY.* Offer ends 23:59 (AEST) 3 August 2012 unless sold out prior.
Departure Dates: 1 May – 30 June 2012. Other fares are available for travel 1 Dec 12 - 31 Jan 13 & 1 Feb - 30 Apr 13.
INFORMATION: *AFTA National Travel Industry Awards **For card payments, add A$7.70 per passenger per booking. Also add A$35 per passenger for bookings made on 13 13 13 and at
airport locations. Agents may charge service fees and/or fees for card payments which vary. Prices correct at 25 July 2012 but may fluctuate if carrier charges, fees, taxes or currency
change. Prices are one way in economy and valid on Qantas services only. Amounts payable to third parties not included. Offers subject to availability. Airfares are non-refundable –
some changes permitted at a charge. Offer may be extended. Visit qantas.com for full conditions. Qantas Airways Limited ABN 16 009 661 901. Licence number 2TA000237.

Qantas Advertising Brand Guidelines – May 2013 – 37

Standard Advertising Layout – Vertical Retail
Type sizes and styles

Main Headline
QF Spirit Medium 40pt
- optical kerning, 0 pt

Best Domestic Airline

- Sentence Case
- white or black
- centre-aligned.

2010/2011/2012*
Subhead
QF Spirit Medium 17pt
- leading/line spacing 27pt
- optical kerning, 0 pt
- Sentence Case
- white or black
Subhead goes here. It can run over two lines
- centre-aligned
- The subhead can flow over 2 lines with
leading/line spacing set at 20pt between
the two subhead lines.

It may move as a unit within the image

and page margins depending on what
works best with the image and legibility.

QF Spirit Bold 10pt

Optical kerning, 10 pt
Sentence case / White

QF Spirit Bold 10pt / Optical kerning, 0 pt / Sentence Case / White Economy class fares from Sydney – Settle back in your seat on Australia’s best domestic airline.

QF Spirit Bold 12pt / Optical kerning, 10 pt / Uppercase / White HONOLULU CHRISTCHURCH AUCKLAND COPENHAGEN
QF Spirit Bold 7pt / Optical kerning, 10 pt / Sentence Case / White One way from Sydney One way from Sydney One way from Sydney One way from Sydney

QF Spirit Medium 50pt / Optical kerning, -10 pt / Sentence Case / White

Asterix ‘*’ - QF Spirit Medium 15pt

QF Spirit Bold 11pt / Optical kerning, 10 pt / Uppercase / White

$ 479 *

TO BOOK VISIT YOUR TRAVEL AGENT OR QANTAS.COM

$ 379 *
$ 299 *
$ 1979 Spirit of Australia
*

QF Spirit Medium 8pt / Leading 11pt / Optical kerning, 10 pt /
Sentence Case / black (‘Departure dates’ red C0 M100 Y100 K0)
QF Spirit Medium 6.5pt / Leading 8pt / Optical kerning, -10 pt /
Sentence Case and force justified paragraph / black
ALL INCLUDED:
Prices based on payment at qantas.com by BPAY.* Offer ends 23:59 (AEST) 3 August 2012 unless sold out prior.
Departure Dates: 1 May – 30 June 2012. Other fares are available for travel 1 Dec 12 - 31 Jan 13 & 1 Feb - 30 Apr 13.
INFORMATION: *AFTA National Travel Industry Awards **For card payments, add A$7.70 per passenger per booking. Also add A$35 per passenger for bookings made on 13 13 13 and at
airport locations. Agents may charge service fees and/or fees for card payments which vary. Prices correct at 25 July 2012 but may fluctuate if carrier charges, fees, taxes or currency
change. Prices are one way in economy and valid on Qantas services only. Amounts payable to third parties not included. Offers subject to availability. Airfares are non-refundable –
some changes permitted at a charge. Offer may be extended. Visit qantas.com for full conditions. Qantas Airways Limited ABN 16 009 661 901. Licence number 2TA000237.

Qantas Advertising Brand Guidelines – May 2013 – 38

Standard Advertising Layout - Portrait Retail
Full page

Best Domestic Airline Best Domestic Airline

2010/2011/2012* 2010/2011/2012*
Subhead goes here. It can run over two lines Subhead goes here. It can run over two lines

Paris on sale today*

Subhead goes here. It can run over two lines

Economy class fares from Sydney – Settle back in your seat on Australia’s best domestic airline. Economy class fares from Sydney – Settle back in your seat on Australia’s best domestic airline. Economy class fares from Sydney – Settle back in your seat on Australia’s best domestic airline.

HONOLULU CHRISTCHURCH AUCKLAND COPENHAGEN HONOLULU CHRISTCHURCH AUCKLAND COPENHAGEN HONOLULU CHRISTCHURCH AUCKLAND COPENHAGEN
One way from Sydney One way from Sydney One way from Sydney One way from Sydney One way from Sydney One way from Sydney One way from Sydney One way from Sydney One way from Sydney One way from Sydney One way from Sydney One way from Sydney

$ 479 *

TO BOOK VISIT YOUR TRAVEL AGENT OR QANTAS.COM

$ 379 *
$ 299 *
$ 1979 Spirit of Australia
*
$ 479 *

TO BOOK VISIT YOUR TRAVEL AGENT OR QANTAS.COM

$ 379 *
$ 299 *
$ 1979 Spirit of Australia
*
$ 479 *

TO BOOK VISIT YOUR TRAVEL AGENT OR QANTAS.COM

$ 379 *
$ 299 *
$ 1979 Spirit of Australia
*

ALL INCLUDED: ALL INCLUDED: ALL INCLUDED:

Prices based on payment at qantas.com by BPAY.* Offer ends 23:59 (AEST) 3 August 2012 unless sold out prior.
Departure Dates: 1 May – 30 June 2012. Other fares are available for travel 1 Dec 12 - 31 Jan 13 & 1 Feb - 30 Apr 13.
INFORMATION: *AFTA National Travel Industry Awards **For card payments, add A$7.70 per passenger per booking. Also add A$35 per passenger for bookings made on 13 13 13 and at
airport locations. Agents may charge service fees and/or fees for card payments which vary. Prices correct at 25 July 2012 but may fluctuate if carrier charges, fees, taxes or currency
change. Prices are one way in economy and valid on Qantas services only. Amounts payable to third parties not included. Offers subject to availability. Airfares are non-refundable –
some changes permitted at a charge. Offer may be extended. Visit qantas.com for full conditions. Qantas Airways Limited ABN 16 009 661 901. Licence number 2TA000237.
Prices based on payment at qantas.com by BPAY.* Offer ends 23:59 (AEST) 3 August 2012 unless sold out prior.
Departure Dates: 1 May – 30 June 2012. Other fares are available for travel 1 Dec 12 - 31 Jan 13 & 1 Feb - 30 Apr 13.
INFORMATION: *AFTA National Travel Industry Awards **For card payments, add A$7.70 per passenger per booking. Also add A$35 per passenger for bookings made on 13 13 13 and at
airport locations. Agents may charge service fees and/or fees for card payments which vary. Prices correct at 25 July 2012 but may fluctuate if carrier charges, fees, taxes or currency
change. Prices are one way in economy and valid on Qantas services only. Amounts payable to third parties not included. Offers subject to availability. Airfares are non-refundable –
some changes permitted at a charge. Offer may be extended. Visit qantas.com for full conditions. Qantas Airways Limited ABN 16 009 661 901. Licence number 2TA000237.
Prices based on payment at qantas.com by BPAY.* Offer ends 23:59 (AEST) 3 August 2012 unless sold out prior.
Departure Dates: 1 May – 30 June 2012. Other fares are available for travel 1 Dec 12 - 31 Jan 13 & 1 Feb - 30 Apr 13.
INFORMATION: *AFTA National Travel Industry Awards **For card payments, add A$7.70 per passenger per booking. Also add A$35 per passenger for bookings made on 13 13 13 and at
airport locations. Agents may charge service fees and/or fees for card payments which vary. Prices correct at 25 July 2012 but may fluctuate if carrier charges, fees, taxes or currency
change. Prices are one way in economy and valid on Qantas services only. Amounts payable to third parties not included. Offers subject to availability. Airfares are non-refundable –
some changes permitted at a charge. Offer may be extended. Visit qantas.com for full conditions. Qantas Airways Limited ABN 16 009 661 901. Licence number 2TA000237.

Qantas Advertising Brand Guidelines – May 2013 – 39

Advertising
Specific Scenario
LayoutRetail
– (Without
Advertising
wordmark)
Layouts - horizontal & vertical formats

Qantas
QantasAdvertising
AdvertisingBrand
Brand
Guidelines
Guidelines
– November
– January 2013
2012 – 40
Single Destination Retail Advertising Layout X 1.5X 6X

Vertical Retail
Margins, positioning and spacing 1.5X

Logo: 3.5X x 3.5X

General layout guides apply exactly to

specific senario examples (see pages
28-38 for details).

1. The pricing information box should always

sit below the image box. Hawaii on sale*
Subhead & pricepoint goes here
2. Columns should be set for the pricing
information box determined on what best
and can flow over two lines of copy.
suits the messaging/offer, once columns
have been determined then clear space
rules can be applied.

2. Typography guides from standard retail

layouts (see pages 31 & 36 for details)
apply as a starting point for specific senario
examples, but will have to be altered to
best suit the offer/deal content.
Clear space guides must apply even if
typography size is altered to suit offer/deal.

1.2X

$ 485
Offer content
must be
Horizontally
1.2X
HONOLULU * 1.2X 1.2X All included 1.2X 1.2X TO BOOK VISIT
YOUR TRAVEL AGENT
1.2X

balanced Economy, One way from Sydney OR QANTAS.COM

1.2X
Tagline & offer Prices based on payment at qantas.com by BPAY.* Offer ends 14 October 2012 23:59
details must (AEDT), unless sold out prior. Departure dates: 26 Nov – 14 Dec 2012 & 1 Feb – 24 Mar 2013. Spirit of Australia
sit on the same 0.8X
baseline X
INFORMATION: *AFTA National Travel Industry Awards **For card payments, add A$7.70 per passenger per booking. Also add A$35 per passenger for bookings made on 13 13 13 and at
airport locations. Agents may charge service fees and/or fees for card payments which vary. Prices correct at 25 July 2012 but may fluctuate if carrier charges, fees, taxes or currency
change. Prices are one way in economy and valid on Qantas services only. Amounts payable to third parties not included. Offers subject to availability. Airfares are non-refundable –
some changes permitted at a charge. Offer may be extended. Visit qantas.com for full conditions. Qantas Airways Limited ABN 16 009 661 901. Licence number 2TA000237.

Qantas Advertising Brand Guidelines – May 2013 – 41

Single Destination Retail Advertising Layout – Horizontal Retail
Margins, positioning and spacing
Logo: 6X
X 1.5X

General layout guides apply exactly to

1.5X
specific senario examples (see pages
28-38 for details).
Logo: 3.5X x 3.5X

1. The pricing information box should always

sit below the image box.

2. Columns should be set for the pricing

information box determined on what best
suits the messaging/offer, once columns
have been determined then clear space
rules can be applied. Hawaii on sale*
2. Typography guides from standard retail Subhead & pricepoint goes here
layouts (see pages 31 & 36 for details)
apply as a starting point for specific senario
and can flow over two lines of copy.
examples, but will have to be altered to
best suit the offer/deal content.
Clear space guides must apply even if
typography size is altered to suit offer/deal.

1.2X

HONOLULU $ 485
Offer content
must be
1.2X
* 1.2X 1.2X All included 1.2X 1.2X
BOOK AT QANTAS.COM, CALL 13 13 13 1.2X

Horizontally
balanced Economy, One way from Sydney OR VISIT A TRAVEL AGENT
1.2X
Tagline & offer Prices based on payment at qantas.com by BPAY.* Offer ends 14 October 2012 23:59 (AEDT), unless sold out prior.
details must Departure dates: 26 Nov – 14 Dec 2012 & 1 Feb – 24 Mar 2013. Spirit of Australia
sit on the same 0.8X
baseline
X
INFORMATION: *AFTA National Travel Industry Awards **For card payments, add A$7.70 per passenger per booking. Also add A$35 per passenger for bookings made on 13 13 13 and at airport locations. Agents may charge service
fees and/or fees for card payments which vary. Prices correct at 25 July 2012 but may fluctuate if carrier charges, fees, taxes or currency change. Prices are one way in economy and valid on Qantas services only. Amounts payable
to third parties not included. Offers subject to availability. Airfares are non-refundable – some changes permitted at a charge. Offer may be extended. Visit qantas.com for full conditions. Qantas Airways Limited ABN 16 009 661 901.
Licence number 2TA000237.

Qantas Advertising Brand Guidelines – May 2013 – 42

6 x Pricepoint Retail Advertising Layout – Horizontal Retail
Margins, positioning and spacing
Logo: 30mm wide
5mm 7.5mm

5mm
Lock-up & framing rules apply
from standard retail format (see 7.5mm

page 17 for details).

Logo: 17.5 x 17.5 mm

White border margin: 5mm
oneworld logo size: 17.5 x 17.5mm
Qantas logo size: 30mm wide
Red break-out box: 45mm high

Summer sale*
Headline and subhead lock-up
centred vertically to image box
unless it is difficult to read
text over image. This lock-up
can slide up or down for the
purpose of legibility but with a
10mm clearspace from the base
of the oneworld logo and the
Subhead & pricepoint goes here
top of the red breakout box.
and can flow over two lines of copy.

4
Economy class fares from Sydney – Settle back in your seat on Australia’s best domestic airline.
4

HONOLULU CHRISTCHURCH AUCKLAND COPENHAGEN TOKYO (NARITA) HONG KONG

Destination and One way from Sydney One way from Sydney One way from Sydney One way from Sydney Return from Sydney Return from Sydney

479 379 1299 $799 2479 $928

price lock-up 45mm
* * *4 * *4 *4
$ $ $ $
centre-aligned 4 4 4 4 4 4 4 4 4 4
vertically
to breakout box.

4
TO BOOK VISIT YOUR TRAVEL AGENT OR QANTAS.COM Spirit of Australia
4
2.5
Prices based on payment at qantas.com by BPAY.* Offer ends 23:59 (AEST) 3 August 2012 unless sold out prior.
Departure Dates: 1 May – 30 June 2012. Other fares are available for travel 1 Dec 12 - 31 Jan 13 & 1 Feb - 30 Apr 13. ALL INCLUDED:
INFORMATION: *AFTA National Travel Industry Awards **For card payments, add A$7.70 per passenger per booking. Also add A$35 per passenger for bookings made on 13 13 13 and at airport locations. Agents may charge service
fees and/or fees for card payments which vary. Prices correct at 25 July 2012 but may fluctuate if carrier charges, fees, taxes or currency change. Prices are one way in economy and valid on Qantas services only. Amounts payable
to third parties not included. Offers subject to availability. Airfares are non-refundable – some changes permitted at a charge. Offer may be extended. Visit qantas.com for full conditions. Qantas Airways Limited ABN 16 009 661 901.
Licence number 2TA000237.
5mm

Qantas Advertising Brand Guidelines – May 2013 – 43

6 x Pricepoint Retail Advertising Layout – Horizontal Retail
Type sizes and styles

Main Headline
QF Spirit Medium 40pt
- optical kerning, 0 pt

Summer sale*
- Sentence Case
- white or black
- left-aligned,

Subhead
QF Spirit Medium 17pt
- leading/line spacing 27pt
Subhead & pricepoint goes here
- optical kerning, 0 pt
- Sentence Case
and can flow over two lines of copy.
- white or black
- left-aligned
- The subhead can flow over 2 lines with
leading/line spacing set at 20pt between
the two subhead lines.

It may move as a unit within the image

and page margins depending on what
works best with the image and legibility.

QF Spirit Bold 10pt / Optical kerning, 0 pt / Sentence Case / White Economy class fares from Sydney – Settle back in your seat on Australia’s best domestic airline.

QF Spirit Bold 12pt / Optical kerning, 10 pt / Uppercase / White HONOLULU CHRISTCHURCH AUCKLAND COPENHAGEN tokyo (narita) hong kong
QF Spirit Bold 7pt / Optical kerning, 10 pt / Sentence Case / White One way from Sydney One way from Sydney One way from Sydney One way from Sydney Return from Sydney Return from Sydney

479 379 1299 799 2479 928

* * * * * *
QF Spirit Medium 43pt / Optical kerning, -10 pt / Sentence Case / White
Asterix ‘*’ - QF Spirit Medium 15pt
$ $ $ $ $ $
QF Spirit Bold 11pt / Optical kerning, 10 pt / Uppercase / White TO BOOK VISIT YOUR TRAVEL AGENT OR QANTAS.COM Spirit of Australia

QF Spirit Medium 8pt / Leading 11pt / Optical kerning, 10 pt /
Sentence Case / black (‘Departure dates’ red C0 M100 Y100 K0)
QF Spirit Medium 6.5pt / Leading 8pt / Optical kerning, -10 pt /
Sentence Case and force justified paragraph / black
Prices based on payment at qantas.com by BPAY.* Offer ends 23:59 (AEST) 3 August 2012 unless sold out prior.
Departure Dates: 1 May – 30 June 2012. Other fares are available for travel 1 Dec 12 - 31 Jan 13 & 1 Feb - 30 Apr 13. ALL INCLUDED:
INFORMATION: *AFTA National Travel Industry Awards **For card payments, add A$7.70 per passenger per booking. Also add A$35 per passenger for bookings made on 13 13 13 and at airport locations. Agents may charge service
fees and/or fees for card payments which vary. Prices correct at 25 July 2012 but may fluctuate if carrier charges, fees, taxes or currency change. Prices are one way in economy and valid on Qantas services only. Amounts payable
to third parties not included. Offers subject to availability. Airfares are non-refundable – some changes permitted at a charge. Offer may be extended. Visit qantas.com for full conditions. Qantas Airways Limited ABN 16 009 661 901.
Licence number 2TA000237.

QF Spirit Bold 10pt

Divider lines: stroke weight 1.25pt / round ends / white Optical kerning, 10 pt
Sentence case / White

Qantas Advertising Brand Guidelines – May 2013 – 44

Heavy T&C’s Retail Advertising Layout – Horizontal Retail
Lock-up and framework
Logo: 6X
X 1.5X

All lock-up and framework rules apply from

1.5X
standard retail layout (see page 29 for deatils).

When there is large amounts of T&C’s the Logo: 3.5X x 3.5X

Information panel shifts upwards to allocate

appropriate space.

Paris on sale*
Subhead & pricepoint goes here
and can flow over two lines of copy.

Economy class fares from Sydney – Settle back in your seat on Australia’s best domestic airline.

HONOLULU CHRISTCHURCH AUCKLAND COPENHAGEN COPENHAGEN

One way from Sydney One way from Sydney One way from Sydney One way from Sydney One way from Sydney

$ 479 *
$ 379 *
$ 1299 *
$ 779 *
$ 1979 *
9X

TO BOOK VISIT YOUR TRAVEL AGENT OR QANTAS.COM Spirit of Australia

Prices based on payment at qantas.com by BPAY.* Offer ends 23:59 (AEST) 3 August 2012 unless sold out prior.
Departure Dates: 1 May – 30 June 2012. Other fares are available for travel 1 Dec 12 - 31 Jan 13 & 1 Feb - 30 Apr 13. ALL INCLUDED:
IMPORTANT INFORMATION: * For card payments, add A$30 per passenger per booking. Also add A$60 per passenger for bookings made on 13 13 13 and at airport locations. Agents may charge service fees and/or fees for card
payments which vary. Prices are per person return in economy and premium economy as indicated and valid on Qantas and partner airline services. Flights to Tokyo and Santiago are via Sydney for all these connecting flights within
Australia are in Economy. Departure Dates: Hong Kong 25 Feb – 26 Mar, 29 Apr – 26 Jun, 15 Jul – 18 Sep 2013; Los Angeles 3 Feb – 19 Mar, 21 Apr – 16 Jun, 18 Jul – 31 Aug 2013; London 1 Feb – 24 Mar 2013; Tokyo (Narita) 18 Jan – 27 Mar, 20
Apr – 20 Jun, 11 Jul – 18 Sep, 7 Oct – 25 Oct 2013; Santiago 2 Feb – 30 Sep 2013. Prices are correct as at 1 Nov 2012 but may fluctuate if carrier charges, fees, taxes or currency change. Amounts payable to third parties not included. Offers
subject to availability. Fares are non-refundable. Some changes permitted at a charge. Offer may be extended. Flights subject to last minute aircraft changes. Visit qantas.com for full conditions. Licence No. 407. #Based on an Any
Seat Award quoted at 31 October 2012 travelling in economy between Brisbane and Los Angeles departing 17 Jan 2013 and returning 31 Jan 2013. For information on Any Seat Awards visit qantas.com/anyseat. Important Competition
Information – Promoter: Qantas Airways Limited (ABN 16 009 661 901), 203 Coward Street, Mascot, NSW 2020 (ph: (02) 95784099) Eligible Entrants: Australian residents. If under 18, must have parent or guardian consent. How to enter:
Buy an international child or adult Qantas ticket (that is ticketed with a number starting ‘081’) departing Australia where at least one international flight is booked with a ‘QF’ flight number (Eligible Booking) and register at qantas.
com/5mpoints. Excludes Qantas Frequent Flyer Classic Award Bookings. One entry permitted per passenger per Eligible Booking. Prize: 1x 5,000,000 Qantas Frequent Flyer points. Maximum notional value approximately AU$94,605
based on a sample of Awards available through the Qantas Frequent Flyer program at 24/10/12. Membership of Qantas Frequent Flyer is included if the winner is not a member (value AU$82.50). Other important info: You must be a
member of the Qantas Frequent Flyer program to claim the prize. Membership is subject to the Qantas Frequent Flyer Program Terms and Conditions - see qantas.com/terms Draw: 4pm (AEDT) 15/11/12 at 15 Grosvenor Street, Neutral
Bay, NSW 2089. Winner notification: by email within 2 business days of draw; name published in The Australian 22/11/12 Full terms and conditions: qantas.com/5mpoints

Qantas Advertising Brand Guidelines – May 2013 – 45

Dual-Cabin Retail Advertising Layout – Horizontal Retail
Colour & basic framework
Logo: 6X
X 1.5X

All lock-up and framework rules apply from

1.5X
standard retail layout (see page 29 for deatils).

All Typography rules apply from standard retail Logo: 3.5X x 3.5X

layout (see page 31 for deatils).

Information Panel Colour Palette

Economy offer panel:
C0 M100 Y100 K0

London on sale *
Business class offer panel:
C100 M65 Y10 K70

Subhead & pricepoint goes here

and can flow over two lines of copy.

Economy fares from Sydney Business class fares from Sydney

HONOLULU CHRISTCHURCH AUCKLAND COPENHAGEN COPENHAGEN

One way from Sydney One way from Sydney One way from Sydney One way from Sydney One way from Sydney

$ 479 *
$ 379 *
$ 1299 *
$ 779 *
$ 1979 *
9X

TO BOOK VISIT YOUR TRAVEL AGENT OR QANTAS.COM Spirit of Australia

Prices based on payment at qantas.com by BPAY.* Offer ends 23:59 (AEST) 3 August 2012 unless sold out prior.
Departure Dates: 1 May – 30 June 2012. Other fares are available for travel 1 Dec 12 - 31 Jan 13 & 1 Feb - 30 Apr 13. ALL INCLUDED:
INFORMATION: *AFTA National Travel Industry Awards **For card payments, add A$7.70 per passenger per booking. Also add A$35 per passenger for bookings made on 13 13 13 and at airport locations. Agents may charge service
fees and/or fees for card payments which vary. Prices correct at 25 July 2012 but may fluctuate if carrier charges, fees, taxes or currency change. Prices are one way in economy and valid on Qantas services only. Amounts payable
to third parties not included. Offers subject to availability. Airfares are non-refundable – some changes permitted at a charge. Offer may be extended. Visit qantas.com for full conditions. Qantas Airways Limited ABN 16 009 661 901.
Licence number 2TA000237.

Divider line is removed where Information panels meet

Qantas Advertising Brand Guidelines – May 2013 – 46

Partner Co-Op Offer Retail Advertising Layout X 1.5X 6X

Horizontal Retail
Margins, positioning and spacing 1.5X

Logo: 3.5X x 3.5X

General layout guides apply exactly to

specific senario examples (see pages
28-38 for details).

1. The pricing information box should always

sit below the image box. Gold Coast on sale*
Subhead & pricepoint goes here
2. Columns should be set for the pricing
information box determined on what best
and can flow over two lines of copy.
suits the messaging/offer, once columns
have been determined then clear space
rules can be applied.

2. Typography guides from standard retail

layouts (see pages 31 & 36 for details)
apply as a starting point for specific senario
examples, but will have to be altered to
best suit the offer/deal content.
Clear space guides must apply even if
typography size is altered to suit offer/deal.

Keep Both Headline offers

same size where possible

1.2X
1.2X
GOLD COAST 1.2X 1.2X WIN ONE OF 48 TRIPS TO 1.2X

Economy, One way from Sydney

48
Offer content SURFERS PARADISE OR TWIN TOWNS

$ *
must be RESORT ON THE GOLD COAST
Horizontally
balanced
AVAILABLE INCLUDES QANTAS FLIGHTS AND A TWO NIGHT STAY FOR TWO
To enter, purchase a Qantas fare to the Gold Coast & enter our online
FOR 48 HRS competition by answering our prize question at qantas.com
1.2X
Tagline & offer TO BOOK VISIT YOUR TRAVEL AGENT OR QANTAS.COM Spirit of Australia
details must 0.8X
sit on the same X ALL INCLUDED:
baseline Prices based on payment at qantas.com by BPAY.* Offer ends 23:59 (AEST) 3 August 2012 unless sold out prior.
Departure Dates: 1 May – 30 June 2012. Other fares are available for travel 1 Dec 12 - 31 Jan 13 & 1 Feb - 30 Apr 13.
INFORMATION: *AFTA National Travel Industry Awards **For card payments, add A$7.70 per passenger per booking. Also add A$35 per passenger for bookings made on 13 13 13 and at
airport locations. Agents may charge service fees and/or fees for card payments which vary. Prices correct at 25 July 2012 but may fluctuate if carrier charges, fees, taxes or currency
change. Prices are one way in economy and valid on Qantas services only. Amounts payable to third parties not included. Offers subject to availability. Airfares are non-refundable –
some changes permitted at a charge. Offer may be extended. Visit qantas.com for full conditions. Qantas Airways Limited ABN 16 009 661 901. Licence number 2TA000237.

Qantas Advertising Brand Guidelines – May 2013 – 47

Partner Co-Op Offer Retail Advertising Layout X 1.5X 6X

Horizontal Retail
Using the Information panel 1.5X

Logo: 3.5X x 3.5X

See previous page for ‘Partner Co-Op Offer

Retail Advertising Layout’ details.

Here is second example of the previous

page on how the content within the
information panel can be set while keeping
the clear space guides the same.
Gold Coast on sale*
Subhead & pricepoint goes here
and can flow over two lines of copy.

Keep Both Headline offers

same size where possible

1.2X
1.2X
GOLD COAST 1.2X 1.2X WIN ONE OF 48 TRIPS TO 1.2X

Offer content Economy, One way from Sydney SURFERS PARADISE OR TWIN TOWNS

48 48
must be
RESORT ON THE GOLD COAST

$
Horizontally
balanced * INCLUDES QANTAS FLIGHTS AND A TWO NIGHT STAY FOR TWO
AVAILABLE To enter, purchase a Qantas fare to the Gold Coast & enter our online
FOR HRS competition by answering our prize question at qantas.com
1.2X
Tagline & offer TO BOOK VISIT YOUR TRAVEL AGENT OR QANTAS.COM Spirit of Australia
details must 0.8X
sit on the same X ALL INCLUDED:
baseline Prices based on payment at qantas.com by BPAY.* Offer ends 23:59 (AEST) 3 August 2012 unless sold out prior.
Departure Dates: 1 May – 30 June 2012. Other fares are available for travel 1 Dec 12 - 31 Jan 13 & 1 Feb - 30 Apr 13.
INFORMATION: *AFTA National Travel Industry Awards **For card payments, add A$7.70 per passenger per booking. Also add A$35 per passenger for bookings made on 13 13 13 and at
airport locations. Agents may charge service fees and/or fees for card payments which vary. Prices correct at 25 July 2012 but may fluctuate if carrier charges, fees, taxes or currency
change. Prices are one way in economy and valid on Qantas services only. Amounts payable to third parties not included. Offers subject to availability. Airfares are non-refundable –
some changes permitted at a charge. Offer may be extended. Visit qantas.com for full conditions. Qantas Airways Limited ABN 16 009 661 901. Licence number 2TA000237.

Qantas Advertising Brand Guidelines – May 2013 – 48

Advertising
Partner logoLayout
lock-up
– (Without wordmark)

Qantas
QantasAdvertising
AdvertisingBrand
Brand
Guidelines
Guidelines
– November
– January 2013
2012 – 49
Partner logo lock-up
Lock-up and framework
Logo: 6X
X 1.5X

There are some simple rules that will

X
help ensure the brand identity evolves
consistently and effectively. 1.5X

1. The Qantas brandmark, oneworld brandmark Logo: 3.5X x 3.5X

Partner logo height = Align from
Qantas brandmark basline to the X X
and page margins are fixed within this top of roo tail.

size range.

Qantas brandmark
Width = 6X

oneworld Brandmark
Width = 60% of Qantas brandmark
and set 1.5X in from left and top of image box

3. Stroke colour between the partner logo and

Qantas brandmark can either be in black &
white or match an appropriate colour within the
partner logo.

Qantas Advertising Brand Guidelines – May 2013 – 50

Typography

Qantas Advertising Brand Guidelines – January 2013 – 51

Primary Qantas Typeface
QF Spirit
This typeface has been custom designed to reflect
a contemporary and modern Australian design ethic.
The roundness of the characters reference the softer
lines of Marc Newson’s designs. QF Spirit is available
in 4 weights allowing for customised typographic
hierarchies depending on use.

QF Spirit Light QF Spirit Regular QF Spirit Medium QF Spirit Bold

abcdefghijklm abcdefghijklm abcdefghijklm abcdefghijklm

nopqrstuvwxyz nopqrstuvwxyz nopqrstuvwxyz nopqrstuvwxyz
1234567890 1234567890 1234567890 1234567890
abcdefghijklm abcdefghijklm abcdefghijklm abcdefghijklm
nopqrstuvwxyz nopqrstuvwxyz nopqrstuvwxyz nopqrstuvwxyz

QF
78pt
QF
16pt
QF
78pt
QF
16pt
QF
78pt
QF
16pt
QF
78pt
QF
16pt

QF
52pt
QF

9pt
QF
52pt
QF

9pt
QF
52pt
QF

9pt
QF
52pt
QF

9pt

QF QF QF QF QF QF QF QF

26pt 6pt 26pt 6pt 26pt 6pt 26pt 6pt

Qantas Advertising Brand Guidelines – May 2013 – 52

TV Lock-up

Qantas Advertising Brand Guidelines – January 2013 – 53

TV Lock-up - Option 1
The Lock-up for the end frame of
TVCs reinforces the Qantas brand and
tagline. The logo and tagline must sit
according to the following ratio and
proportion.

End frame – Qantas logo positioning End frame – Tagline positioning Logo and legal

When the logo is shown with legal copy, the

baseline of the type sits on the bottom edge of
the title safe area with qantas.com sits above.
Use the x-height of the tagline to determine
how far it sits above the legal.

The legal copy should always be legible and

x x
adhere to any legal requirements regarding size.

Title safe area Title safe area

1/2 x

Qantas Domestic Lounges available in MEL, SYD, CBR, BNE to Platinum Qantas Frequent Flyer and Business class travellers.

The Qantas logo should always be at least

50% of the title safe area and be centred both
horizontally and vertically within the frame.
The oneworld logo is 168% size of the “A” and
sits at 50% of the size of the oneworld logo
from the bottom of the title safe area
The size of the tagline is 40% of the width
of the title safe area. The baseline sits
on the bottom edge of the frame.

Qantas Advertising Brand Guidelines – May 2013 – 54

TV Lock-up - Option 1 (With tagline)
The end frame background should always
provide enough clarity and definition for the
logos and tagline. The logos and tagline may
appear in white, depending on the image.

Qantas Advertising Brand Guidelines – May 2013 – 55

TV Lock-up – Option 1 (Without tagline)
The end frame background should always
provide enough clarity and definition for
the logos. The logos may appear in white
depending on the image.

Qantas Advertising Brand Guidelines – May 2013 – 56

TV Lock-up - Option 1

End frame storyboard (without tagline)

Qantas logo fades onto screen. Qantas logo in full colour. End frame. Qantas logo
Oneworld logo starts to fade in. and Oneworld logo hold.

End frame storyboard (wIth tagline)

Qantas masterbrand logo begins Qantas Masterbrand logo fades Qantas logo in full colour. End frame. Qantas logo
to fade in. onto screen. Tagline and Oneworld logo starts and tagline and Oneworld logo hold.
to fade in.

Qantas Advertising Brand Guidelines – May 2013 – 57

Thank you

Qantas Advertising Brand Guidelines – November 2012 – 58