Corporate Identity Manual

How to apply the

new CAAi Logo
 Introduction

Introduction 2 A corporate identity is one of a company’s primary assets.

It is the visual symbol of who and what we are. It is, therefore
The Logo 3 important to keep up-to-date and to make sure the style
reflects the values of the company and its products.
Colours 3
Consistency of presentation will help our customers
Logo Uses 4
and prospective customers to recognise us amongst
Reversal 4 our competitors. It will add value to the professional
image of the company and it will help our corporate
Backgrounds 5 identity to grow in strength and stature.

Logo don’ts 5 All visual representations of the CAAi logo are subject
to essential disciplines, which will apply progressively
Size & Clear Space 6 to representatives’ stationery, vehicles, uniforms, printed
matter, advertising and packaging.
Variant Logo & Uses 6
As the new identity programme develops all users of the
Juxtaposition of logo
Corporate Identity must conform to the guidelines within
alongside associated logos 7
this manual.
Typefaces 7

Corporate Stationery 8

Colour Coding 8

It is very important
that the logo is
carefully maintained
by all associated
with the company.

2
The Logo Colours

The preferred version of the CAAi logo is shown
below, in positive form.
This logo has been carefully designed, using typefaces
and logo symbol in a special relationship which should
never be changed or distorted. This is the key element
of the Corporate Identity.
The corporate colours of CAA International are
Pantone Reflex Blue C, Pantone Process Cyan C
and Process black used for type.
The colours of the Corporate Identity are as important
as the composition of the logo and must always be
reproduced using the values above.

In most applications the preferred version of the logo
should be used.
There are alternative versions illustrated on page 6
which can be used in special circumstances.
When using the preferred 4 colour process CAAi logo
with gradient globe, as below, the gradient within the
globe is fixed and must not be changed.

PMS Reflex Blue C

PANTONE: Ref. Blue C
CMYK: C100 M73 Y0 K6
RGB: R0 G35 B149
PANTONE® WEBSAFE: #002395
Ref. Blue C

PMS Process Cyan C

PANTONE: Pro. Cyan C
CMYK: C100 M0 Y0 K0
RGB: R0 G159 B218
PANTONE® WEBSAFE: #009FDA
Pro. Cyan C

PMS Process Black

PANTONE: Pro. Black C
CMYK: C0 M0 Y0 K100
RGB: R35 G31 B32
PANTONE®
Process Black C WEBSAFE: #231F20

3
Logo uses Reversal

The preferred version of the CAA International
logo is the 4 colour version with gradient globe
as shown below.
If however reproduction of this gradient would prove difficult
on certain applications (i.e. screen printed or embroidered
on a tee-shirt for instance) the simplified solid colour version
may be used (see page 6).
If the CAAi logo appears on a dark background it must
be reversed out. The approved version is shown below.
When reversing the CAAi logo it is very important to use
the approved version below.
NB. please see the next page in this guide for information
on backgrounds.

If the CAA International logo appears on a dark background

it must be reversed out in white.

The single colour black version is to be used on printed

black and white advertisements and pre-printed documents.

Preferred colour Single colour

gradient version black version
White-out version

4
Backgrounds Logo Don’ts

The background area upon which the CAAi logo
is displayed is an important factor in identification.
The logo should preferably appear in its recommended
form on a white background.
When the logo appears on a different background
and particularly when it is reversed out of a background
it is important that the texture of the background is subtle
as in the sky image shown below.
It is not permitted for the logo to appear on a heavily
textured background or backgrounds with great contrasts.
In this instance the logo must appear on a white background
observing the ‘minimum clear space’ (see page 6).
When reproducing the CAAi Logo, whether it is in print
or on screen, always use master artwork available from
the CAAi marketing department.
Never re-draw or re-set any parts of the logo.
Some examples of what not to do are shown below.
1. DO NOT re-arrange the logo.
2. DO NOT use the globe graphic on its
own without the CAAi initials.
3. DO NOT distort the logo in any way.
4. DO NOT change the typefaces used
in the logo.

5. DO NOT change the colours of the logo.

1. 2. 3.

CAAi
4. 5.

5
Size and Clear Space Variant Logo and Uses

In order to retain the strength of the CAAi logo it should
stand free from visually competing elements. When there
are limitations a minimum area of white space should be
retained on all sides.
The diagram below illustrates the ‘clear’ space which should
be left surrounding the logo. The distance ‘X’ is determined
as the distance from the right hand vertical and the edge of
the globe. This distance determines the amount of clear
space required on all sides.
The logo should not be reproduced below its minimum size
of 22mm wide, as shown below.
For very small applications (i.e. branding of a pen
for instance) the solo line should be used. Uses of the
solo line must be approved by CAAi on an individual basis.
The solo line is also to be used on the continuation sheet
in the stationery range.
The preferred version of the CAA International logo
is the 4 colour version with gradient globe as shown
on page 3.
If however reproduction of this gradient would prove
difficult on certain applications (i.e. screen printed or
embroidered on a tee-shirt for instance) the simplified
solid colour version (below right) may be used.

x Solo line

‘Clear’ space
Simplified Non-
Gradient Version

22mm

Minimum size

6
Juxtaposition of CAAi logo
alongside associated logos
Care should be taken when using the CAA International logo
alongside associated logos.
Always align logos with the baseline of the dark blue of the
CAA International logo (indicated with the dotted red line in
example below).
Associated logos should not exceed either the width or
height of the CAAi logo simultaneously.
Typefaces
To provide a uniform and contemporary appearance
Helvetica Neue is the chosen corporate typeface.
This should be applied wherever possible.
All weights within the type family are acceptable and
may be used. Titles and headlines should be set in
Helvetica Neue 75 Bold, body copy set in Helvetica
Neue 45 Light or 55 Roman.

If taller than the CAAi logo the width should not exceed 50%.
Primary Typeface
If wider, the height should not exceed 50% of CAAi.
abcdefghijklmnopqrstuvwxyz
Width ABCDEFGHIJKLMNOPQRSTUVWXYZ
1234567890 !@£%&()/?
Helvetica Neue 45 Light
Height

abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ
AREOSPACE SUPPLY SERVICES LTD. Baseline
1234567890 !@£%&()/?
Helvetica Neue 55 Roman
abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ
Width
1234567890 !@£%&()/?
Helvetica Neue 75 Bold

abcdefghijklmnopqrstuvwxyz
Height

™
ABCDEFGHIJKLMNOPQRSTUVWXYZ
Safety Solutions Baseline 1234567890 !@£%&()/?
Helvetica Neue 56 Italic
abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ
Width
1234567890 !@£%&()/?

a abcdefghijklmnopqrstuvwxyz
Helvetica Neue Light Condensed

t
Height

ABCDEFGHIJKLMNOPQRSTUVWXYZ
m 1234567890 !@£%&()/?
Systems Helvetica Neue Medium Condensed
Baseline

7
Corporate Stationery Colour Coding

Illustrated below is the CAAi letterhead and a CAAi offer three main areas of expertise:
business card for corporate use. Training, Examination Services and Technical Assistance.

Both use two Pantone colours only. The logo in Each of these areas have their own key colour coding
Pantone Reflex Blue C, Pantone Process Cyan C. for easy recognition, as detailed below.

There is a strong, clean style running through the two

designs and it is important to keep this style when
producing any other items of stationery. Logo size,
type size and colours should remain consistent with
Training
one of the examples below.

PMS 259 C
PANTONE: 259 C
CMYK: C69 M100 Y1 K5
10mm RGB: R110 G38 B123
PANTONE® WEBSAFE: #6E267B
Margins for 2592 C
letter 20mm
left and right
10mm
20mm

All text apart from name is:

Helvetica Neue 45 Light
Font size: 7pt Helvetica
Leading: 8pt Neue
45 Light Examination Services
Name is set as: Font size: 7pt
Helvetica Neue 65 Medium Leading: 8pt
171mm
Font size: 9pt
Leading: 8pt PMS 144 C
6mm
PANTONE: 144 C
CMYK: C0 M58 Y100 K0
30mm RGB: R233 G131 B0
PANTONE® WEBSAFE: #E98300
158 C
6mm

6mm

7mm

Technical Assistance
64mm

PMS 1795 C
PANTONE: 1795 C
165mm CMYK: C0 M96 Y90 K2
120mm RGB: R205 G32 B44
85mm PANTONE® WEBSAFE: #CD202C
1788 C

26mm

Helvetica Neue 47 Light Condensed

Font size: 7pt
Leading: 8pt

8
 CAA International
Aviation House
Gatwick Airport South
West Sussex
RH6 0YR
t. +44 (0)1293 768821
f. +44 (0)1293 573992
e. info@caainternational.com

www.caainternational.com