If you would like this document in an alternative

format, please call 0800 731 4247. Alternatively an

accessible version can be found on our website.

Disability Discrimination Act (DDA)

We have a legal requirement to carry a DDA message and
freephone number on the reverse of all external printed
literature.
All literature must:
• contain a statement in a prominent location (shown above)
referring to the availability of alternative formats
• this must be in our corporate font, Frutiger Roman, at 14pt
• include the freephone number we have set up for requests -
0800 731 4247.
The use of the partially sighted icon is optional but helps draw
the eye to the statement.
This service has a charge back to the originating department/
service so allowances must be made for retrospective costs
throughout the life of the communication.

Delivering our brand

Glasgow Airport’s graphic design guidelines

Corporate sign-off and issue/print code

Where appropriate we must feature our web address - now
without www. - with a copyright statement (or similar) and an
issue/design code.
The design code should feature three characters derived from
the design company’s name, an issue version and a print date
(month/year).
The web address is set in 12pt Frutiger Roman and, in this
instance, is aligned to the top of the lettering in the signature
with the two smaller lines aligning to the baseline of the
‘Discover the world’ sign-off.

glasgowairport.com
© Glasgow Airport Limited 2010
NND 11/10
Our airport Our brand pillars

Glasgow Airport is one of the UK’s largest international airports,
welcoming travellers to the city and opening up new destinations to
the region it serves. Glasgow is the forth largest city and Glasgow
Airport is Scotland’s most significant long haul gateway – with
year-round flights to holiday destinations as well as Canada, the
United States and the Gulf.
More than 8.5 million passengers use the airport every year, flying
to around 90 destinations worldwide. Almost 17% of passengers
fly more than seven times a year, a proportion much higher than
any of the UK’s other airports. Approximately 74% of passengers
travel for leisure, with 26% flying for business purposes.
To create real understanding amongst our audiences all our
communications must reflect the elements that define our brand
identity and these are our brand pillars.
A consistent, recognisable identity is a crucial asset, supporting our
strategy, communicating our vision, values and promises. It is how
we bring the components together which will decide the quality of
our communications.
Our name is well known but to maintain the integrity of our brand it must be used in
a controlled and carefully structured way. Our colours, typeface, imagery and even our
tone of voice have the power to extend our reach, create a stronger recognition and
engage a wider audience.
The brand pillars which provide the foundation of our identity should inspire, inform
and provide guidance from which you are able to be creative:

Down Welcoming Our new signature

to earth Friendly
With the introduction of a strapline we now have more to say
Real Accessible
Scottish and more to consider from a design perspective
Human
Warm Relaxed
Open Our colour palette
Our simplified palette now ensures colour consistency in all
media and has set proportions in use
Glasgow
Positive
energy
In touch Our communication style
Vibrant Tone of voice and typography
‘Can do’ Fresh outlook
Confident Versatile
Honest Our imagery
Passionate Our visual style must reinforce the brand
Proud Stylish
Cosmopolitan
European
Cutting edge

Page 2 Glasgow Airport’s graphic design guidelines Issue 1 Issue 1 Glasgow Airport’s graphic design guidelines Page 3
Our new signature

Our signature underlines our values and vision and must appear The signature and positions are shown here.
All are available from the BAA visual identity
on everything we do - including internal communications. The website. 1
proportions must be adhered to. There is now no ‘BAA’ preceding 1:
Glasgow Airport and no ‘green’ in the symbol. bottom right placement
2:
Elements top left placement - for web and emails
The elements of the logo and strapline have been hand crafted and cannot be
replicated by using normal type. Do not attempt to create it yourself. Only the 3:
linear version - billboards and landscape adverts
approved strapline can be used - do not add your own. They must not be distorted.
The signature will be supplied in ‘locked’ jpeg and eps formats. 4:
white out version 2
Sizes 5:
Size is measured by the height of the and is directly related to the size of publication centred mono version for backs of high viz
or advert on which it appears. Rules for exclusion zones are shown on page 8. jackets etc
Minimum sizes: For A3 the height is 8.5mm, for A4 6mm and at A5 5mm. DL and
smaller should try to use 4mm and the 2x exclusion zone can be relaxed.
Maximum sizes: For larger or ‘non-A’ sizes than listed above, increase the signature
proportionally and apply the same exclusion rules (next page). As examples, an A4-
outsize ring binder should use an 7mm version whilst a 48-sheet billboard should use a
160mm version.

Our primary (stacked) signature:

For the most practical use we have stacked the logo and strapline. This allows any 3
communications piece to have a strong sense of cleanliness and white space.
It is preferred in the bottom right hand corner on printed items. For online work it is
positioned top left. It can also be used bottom left when working with cut-out images
that benefit from being on the right hand side of a poster.

Our secondary (linear) signature:

A linear version is available for use on landscape formats such as billboards and double
page spread adverts.
4
Negative (reversed) version:
For use on dark backgrounds such as buses or lanyards etc, a full white-out version of
the signature exists.

Page 4 Glasgow Airport’s graphic design guidelines Issue 1 Issue 1 Glasgow Airport’s graphic design guidelines Page 5
What you mustn’t do
Our signature is
something we should all
be proud of and want to
support. To that end we
must avoid weakening it
by misrepresentation and
abuse. These pages show
what we don’t want to
see - the most common
‘rogues gallery’.
But, if it isn’t shown here, that
doesn’t mean we want to see
anything else either - just stick to
the approved versions.
Page 6 Glasgow Airport’s graphic design guidelines Issue 1
Do not use our old BAA logo - wth or without the strapline Additionally: Do not distort. Check use in Word and PPT where it happens most
DO NOT use the logo as a
compound path to drop images
inside
DO NOT use a low quality
(resolution) version of the
signature - it doesn’t enforce
Do not use the new green for symbol our quality values. High Do not delete the symbol
resolution versions in various
sizes are available from the
BAA visual identity website.
Do not use the secondary palette colour in signature Do not create departmental versions
Engineering
Engineering
The only ‘all one colour’ versions are black and white - and these are restricted Do not change the order or doctor the strapline
Only use ALL white or ALL black on colours that clash with the strapline colour
Airport name and symbol must never be in a colour
Do not use coloured version on coloured backgrounds that do not have ‘stand-out’
Do not resize the strapline - or reposition it
Issue 1 Glasgow Airport’s graphic design guidelines Page 7
Positioning our signature

Basic positioning for literature

Preferably, the signature sits at the bottom of all communications. In this position it is
regarded as the ‘endorser’ of the communication message. The title (and benefit) of
the communication should be of more importance to the audience than who’s it from.
When using the stacked version, the signature is positioned in the bottom right corner.
Should there be a 2x minimum space from the sides and a 1.5x from the bottom.
The strapline is always justified to the length of the Glasgow Airport and the symbol.
As stated before, the signature can be positioned in the bottom left hand corner when 2x from sides and 1.5x to bottom of page applies to all variants - even though only ranged right is shown here.
working with cut-outs that lend themselves to be positioned on the right hand side of
the communication. Exclusion zone
In the linear signature the Glasgow logo is always in the bottom left corner whilst Irrespective of positioning, an exclusion zone always exists. A minimum of 2x is to be
the ‘Discover the world’ strapline is in the bottom right. The space between is flexible - used to the sides of any communications piece with 1.5x the minimum to the base.
as long as the 2x rule is observed for the left and right spacing from the edge. To avoid any misinterpretation, all signatures are provided with this minimum space
Files are available in cmyk and rgb versions in .eps, and .jpeg formats. Files are applied. Just import/open the relevant signature into your software package and place
specifically coded. Examples of the coding are shown below: at the base of the cover.
2x is the absolute minimum anything can encroach on the signature from above for
GAL_L_A4P_cmyk.eps
‘normal’ printed pieces. Preferably this should be much greater - to comply with our
Linear signature_A4 portrait_full (print) colour
50% white space rule on covers (see page 12).
GAL_S_RR_A3P_cmyk.eps This restriction is relaxed when trying to fit very small sizes - retail coupons, ID pass
Stacked signature_Ranged right_A3 portrait_full (print) colour information booklets and CDs etc. Common sense should then be used.

The linear signature (L) is available in landscape versions at A3 and A4.

The stacked signature (S) is available in ranged left and right versions at A4 and A3.
Adding our web address
These files have minimum exclusions built-in – either hidden guides or white Ideally the web address should be the call to action at the end of copy or, if on a
backgrounds – so only need positioning to the bottom of your communications piece. printed piece, on the back cover. When space is limited - such as an advert - the
Preferred sizes are mentioned on page 4 for A5 and DL communication pieces. following rules apply as size is proportionate:
For other non-standard pieces, common sense must be applied. The general rule A5/DL - 11pt Frutiger Roman
is to increase the signature (and exclusion zones) to the width of the piece and re- A4 - 12pt Frutiger Roman
proportion accordingly. However, if you have height restrictions, the height dictates
the size. An example is when a 96-sheet and 48-sheet poster would have the same size Note - we no longer use www. in our web address.
signature as one is twice the width of the other but without any height increase.

Partnerships/dual branding
Please see next page for more details.

glasgowairport.com

Bottom right positioning is shown here - although same rule applies to all.

Page 8 Glasgow Airport’s graphic design guidelines Issue 1 Issue 1 Glasgow Airport’s graphic design guidelines Page 9
Partnerships/dual branding

We cannot maintain the aspiration of ‘Discover the world’ if

we stand still. We are perpetually endeavouring to improve our
products and services to our passengers to retain this position
and, as such, enter into partnerships for future developments that
deliver against our vision. In some instances, these large investments
of both time and money require the ‘teams’ involved to share
the burden and the praise. It gives everyone involved a sense of
ownership if these feature dual branding. Max width of logo = width of top line

In these instances our stacked signature should be used. This will feature in the bottom
right corner of communications allowing the partner brand to occupy the bottom left
corner. Some examples are shown opposite.
Alignment depends on the height or length of the partner brand and common sense
should prevail to exact sizing and balance.
The stacked signature is available in A3 and A4 sizes for this purpose as these are most
common sizes. Any literature produced smaller than the stated sizes will require special
consideration and should be referred to the marketing team for advice.

Max width of logo = width of top line

Multiple partner logos constrained

to width of top line

Page 10 Glasgow Airport’s graphic design guidelines Issue 1 Issue 1 Glasgow Airport’s graphic design guidelines Page 11
Our colour palette

To be professional, stylish and consistent means we have to operate

WHITE CMYK - 0c 0m 0y 0k | RGB - r255 g255 b255 | HEX - FFFFFF
within a certain colour spectrum. 50% on covers and 80% on inside spreads
White promotes cleanliness and clarity and is now our primary
colour. This is supported by two accent colours. Try to avoid full
bleed images on covers to protect our clean styling.
Simplifying our colours
We have previously used a variety of colours in our communications. This is now
rationalised to just two - a blue and a contrasting green. Further, our colours have
been chosen using the Pantone Color Bridge Coated Euro (EC) swatch system which
gives more accuracy to achieving colour consistency in litho print and digital.

Use of accent colours

Use of the accent colours is now

80%
white space
20%
accent
restricted to a small percentage of the
page area. As a rule of thumb, 80%
of the page should feature text and
for text and images for reversed out
text or graphic
images whilst 20% is now used for
highlighting any element contained within a blue
block/shape.

Consistency in print
These colours have the greatest
consistency across the widest range
of materials and media, and as such
will reinforce our brand with renewed
vigour. Our preferred paper for both
digital and litho is silk coated stock.
A paper such as Revive Silk contains BLACK* PMS - Black | CMYK - 0c 0m 0y 100k | RGB - r0 g0 b0 | HEX- 1E1E1E
75% recycled de-inked postconsumer
* On large format and prestigious work, a 20% cyan ‘shiner’ can be used underneath the black to add richness
waste, is Elemental Chlorine Free (ECF)
and is recyclable and bio-degradable.
GREY PMS - 424EC | CMYK - 30c 20m 19y 60k | RGB - r108 g111 b112 | HEX - 6C6F70
DDA compliance online
With websites gaining in importance
BLUE PMS - 280EC | CMYK - 100c 85m 5y 22k | RGB - r0 g39 b118 | HEX - 002776
as the preferred method of talking to
our customers, we have had to review
the online colour palette to meet DDA
compliance. The primary colour shown
opposite complies. Further details are
available from the BAA Internet team.
GREEN PMS - 390EC | CMYK - 24c 0m 100y 10k | RGB - r180 g181 b12 | HEX - 8BA69C

Tints
Any of the colours are permissable as
60% tint 40% tint 20% tint 10% tint
tints, although the green will go grey
if used too light:
60% tint 40% tint 20% tint 10% tint

Page 12 Glasgow Airport’s graphic design guidelines Issue 1 Issue 1 Glasgow Airport’s graphic design guidelines Page 13
Our communications style
Influencing - used when we are
trying to engage and persuade
our audience.
Our customers have choices - this is not
communication about what the audience
must or should do, but about what they
may like to do. It is about how we make our
audience feel and therefore influence what
they do, whether this be how they feel
about our airport overall or about individual
products or services.
We should adopt a friendly, welcoming and
conversational tone to engage and motivate
our audiences. It must also be compelling,
seeking to influence and persuade the
audience to regard us in a positive light and
to invest with us – both commercially and
emotionally.
We must never forget, however, that these
are our customers. We provide a highly
professional service, and should be wary of
over-familiarity. All our words must always
be based on fact.
Typical uses include:
• All advertising including on- and
off-airport advertising and marketing
communications (posters, digital screens,
press and magazine advertisements
and TV)
• Direct communications including
promotional emails e.g. WorldPoints,
Car Parking
• Product & services communications
e.g. Shop & Collect, World Shopper
Promise, Flying Messenger - where
we’re promoting a service for which we
are trying to generate a purchase or an
exchange of data
• Trade campaigns encouraging the
airline and travel trade to re-evaluate us
e.g. Flight Connections
Page 14 Glasgow Airport’s graphic design guidelines Issue 1
Our tone of voice
Informing - used when
communicating practical,
instructional or functional
information to an audience.
We should inform in a straightforward
and clear manner. Our communications
need to deliver practical information such
as wayfinding, or complicated information
and changes to operations and processes.
We should avoid being unnecessarily
technical but neither should we assume
that our audience understands how the
airport works. Simple, clear and concise
language is always the most effective way
of communicating.
Clarity is paramount so we use plain English
and we are understated in our approach.
Typical uses include:
• Reports e.g. government, compliance,
corporate responsibility
• Passenger communications which are
functional or of a customer service nature
e.g. feedback leaflets
• Press material
• Technical and operational standards
• Terminal guides and directories
• Internal communications
• Community relations
We always put the audience at the heart of any communications
we produce and our tone of voice needs to reflect this. Our basic
principle starts with a need to be simple and clear in the language
we use, balancing and considering the diversity of our readers’
backgrounds and whether they have specialist knowledge or not.
If you’re talking to a wide-ranging audience, many from overseas, hesitate before using
particularly ‘English’ idioms and expressions or technical jargon. If you’re writing for
a more corporate audience - industry analysts, for example - you may feel it best to
adopt a more formal tone. Wherever possible, use the active rather than the passive
voice: ie, ‘I did it’ rather than ‘it was done by me’. Active writing tense tends to be
more lively, more engaging, and often more honest.
At Glasgow we’re clear and upfront. If we do something, we’re not afraid to say so.
And whatever you’re writing, try to write in such a way that it’s easy to get into,
easy to stay with and hard to abandon.
Don’t • Patronise the audience
• Use jargon and cliché
• Ramble – our role is to provide information quickly and easily
• Try to be funny – this could undermine the audience’s
confidence in us
• Be specific about dates or figures where they might change
• Assume that the audience already knows a lot about us.
Do • Use simple, clear and direct language
• Be concise
• Use ‘we’, ‘you’ and ‘our’ to create rapport and establish trust
• Be confident and instill confidence with the language you use
• Inspire our audiences
• Inject some of your personality into the copy
• Be courteous and sincere
• Use appropriate emphasis
• Use non-discriminatory language
• Always target your communications and describe the benefits
or importance for your specific audience
Issue 1 Glasgow Airport’s graphic design guidelines Page 15
Our typography Our imagery

Just as with our logo, our typeface is a key part of our brand. Our
primary fonts for all printed material is the Frutiger family. These are
supported by Arial, for work that we know is either electronic or for
an external audience where we cannot control how they view our
communication.
We now permit Linotype (LT Std) Frutiger in all of its variants. This allows advanced
editing capabilities within the most recent Adobe (Acrobat) software.
For specialist sign companies we have an enhanced cut of Frutiger for signing and
wayfinding. You must not use our normal fonts for this usage and must download the
specific fonts from the BAA visual identity website.
BAA fonts Linotype (LT Std) Frutiger
BAA Frutiger-45 Light 45 Light
We must have a presence of mind to relate images back to our
brand values. By using a strong sense of scale, drama and impact
we can further emphasise the importance of Glasgow on the
public stage.
Key principles
• ‘Discover the world’ must underline all we portray
• There must be emphasis on real people using our terminals and facilities. Glossy
models look false and unbelievable. The images should not look posed in any way
or appear overly staged
• Choose shots that are bold, strong and dynamic in content, composition or colour,
that help to capture the buzz and excitement of Glasgow
• If an image is focussing on details it needs to be clear and crisp to ensure it reflects
the quality details of Glasgow
• Use of images to tell stories will enable viewers to get a feel for the story within the
shot and feel involved with the people or the experience.

Context
BAA Frutiger-55 Roman 46 Light Italic Imagery is as much about the ‘form’ as it is about content. Quality and style have to
be delivered in execution. It is also important to ensure it is captured with the particular
BAA Frutiger-56 Italic 55 Roman purpose in mind and the passenger behaviour through that space.
Proportionality is key i.e. where does an image with high detailing work best vs. big
BAA Frutiger-65 Bold 56 Italic single iconic imagery.

Copyright
BAA Frutiger-66 Bold Italic 65 Bold The main source of images should be the BAA Aviation Photo Library whose images
have BAA copyright. The library has been developed as a centralised resource for BAA
staff and design agencies to source imagery for BAA print and presentation projects.
BAA Frutiger-75 Black 66 Bold Italic The photolibrary also controls the approved photographer list. Please visit:
www.baa.com/photolibrary
75 Black File sizes
Electronic When selecting images for large format use, please keep in mind that they may
76 Black Italic be digital images and therefore not a big enough file size. What can be used as a
Arial reference photo taken on a digital camera or taken off the internet in Word will not
be of good enough quality in printed matter.
To give examples, typical files sizes for print are:
Arial Bold • A4 - 30Mb
• A3 - 60Mb
Arial Black • 7m x 3m image wall - 4Gb!
(Specialist retouchers should be used in this instance as it isn’t just a question of enlarging/
interpolating an image in Photoshop. The ‘start’ files have to be at least 60Mb rgb jpeg).

Page 16 Glasgow Airport’s graphic design guidelines Issue 1 Issue 1 Glasgow Airport’s graphic design guidelines Page 17
Who to contact Checklist

If you would like help or guidance over details contained with this document or have
any general branding issues contact a relevant member of the team below:
Message simple, engaging and tied to
‘Discover the world’
Communications
Responsible for public affairs, online, Proposition single-minded
media relations and passenger
information communications
Visual language consistent
Neil Richardson
Media & Communications Manager
T: 0141 848 4737
Written language clear, concise, direct
M: 07770 363023
E: neil-gla_richardson@baa.com Graphics clean, white space

Photography impactful, relevant and

passenger-focused

The Glasgow test is it instantly recognisable

as Glasgow?

Page 18 Glasgow Airport’s graphic design guidelines Issue 1 Issue 1 Glasgow Airport’s graphic design guidelines Page 19