Delivering our brand. Heathrow s identity - Version 1.2

Transcription

1 Delivering our brand Heathrow s identity - Version 1.2

2 Contents Our brand values 3 Our logotype 7 Our strapliwne 9 Our signature 10 Signature sizes 11 Signature alignment and space 12 Our signature and third parties 13 Signature and logotype legibility 14 Service lock-ups 15 Core and Premium communications 16 Service lock-ups 17 Who has lock-ups? 18 Core lock-ups 19 Core lock-up application 20 Online banner lock-up application 21 Premium lock-ups 22 Premium lock-up application 23 Online header lock-up application 25 Online banner lock-up application 26 Parking lock-ups 27 Division lock-ups 28 Colour 29 Core colour weighting 31 Core colour gradients 32 Premium colour gradients 33 Premium colour weighting 34 Visual language 35 Connecting Spheres 36 Using the Connecting Spheres 39 Full bleed with signature 41 Imagery 42 Other visual assets 43 Illustration style 44 Illustration colour palette 46 Core and Premium styling 47 Core styling 48 Premium styling 49 Premium photography 50 Typography 53 Merchandising 56 Media sting 57 Hoardings styling 58 Hoardings considerations 59 Hoardings messaging 60 Our tone of voice 61 2 Heathrow brand identity Heathrow Airport Limited 2016

3 Our brand values Heathrow brand values are the foundations to passenger principles Deliver a noticeably better hub of choice passenger experience through Heathrow Values Principles Show we care We care Easier journey We re getting better every day Delight We are modern Britain 3 Heathrow brand identity Heathrow Airport Limited 2016

4 Our brand values We care We care We re getting better every day We are modern Britain Top line We care about our impact beyond our perimeter fence Elevator pitch Running one of the world s great airports is about more than control and competence. It s about care and responsibility, too. Care for every one of our passengers. Care for our airline customers, service partners and employees; and care that extends way beyond our perimeter fence, for the consequences our business has on the local community, on employment, on regional businesses, on the environment - and the British public as a whole. Keywords Think Consider Care 4 Heathrow brand identity Heathrow Airport Limited 2016

5 Our brand values We re getting better every day We care We re getting better every day We are modern Britain Top line We only succeed when we succeed operationally Elevator pitch Our purpose is simple: we re here to help our passengers get to where they want to be, as smoothly and swiftly as possible. Operational success in making that happen is down to every one of us employed on the airport. That is why our commitment to making every passenger s journey through our airport better. Better every minute, in our constant thought for service delivery. Better every hour, in the way we manage our operation. Better every year, in the way we trial and prove service enhancements; and better every decade, in our steadily improving infrastructure. It s a mission everyone here is engaged in. Keywords Commit Improve Enact 5 Heathrow brand identity Heathrow Airport Limited 2016

6 Our brand values We are modern Britain We care We re getting better every day We are modern Britain Top line Our important place in national life gives us a unique responsibility to represent our country at its best. Elevator pitch Heathrow is a microcosm of all that s best about Britain today: an island, but never insular. An intricate mix of people and cultures - united by openness and helpful good humour. A pride in excellence and a flair for design and creativity. And despite inhabiting a business world of large numbers, a respect for the individual and the different. We re proud of our enduring role in keeping the country at the centre of the changing world. Keywords Competent Confident Creative 6 Heathrow brand identity Heathrow Airport Limited 2016

7 Our logotype 7 Heathrow brand identity Heathrow Airport Limited 2016

8 Our logotype Our Primary Purple logotype Make it your first choice every time. To choose another style, you need a very good reason. Horizon The arching curve is known as the Horizon. It represents the earth s curvature with the atmosphere fading away above. Variants The logotype also comes in Glowing Black, Glowing Silver, black (mono) and white. Exclusion zone The height of the H sets the minimum exclusion zone. The breathing space you give the logotype is always proportionate to its size. 8 Heathrow brand identity Heathrow Airport Limited 2016

9 Our strapline It s our vision, our objective, our promise and our daily task. Because the strapline is so fundamental to what we do, we re particular about how you use it. Occasions when you might want to use the strapline on its own are extremely rare. Talk to the Brand team first. 9 Heathrow brand identity Heathrow Airport Limited 2016

10 Our signature Our signature is the paired set of logotype and strapline. Because it spells out our values and vision, we attach it to nearly everything we do, including internal communications. Dropping the strapline from the signature is a rare event. Don t do it without first talking to the Brand team. The signature comes in three alignments: ranged left, centred and ranged right. The ranged-right version above is the one you should choose first. When you place it in the lower right-hand corner of a communications piece, the signature endorses your main message. 10 Heathrow brand identity Heathrow Airport Limited 2016

11 Signature sizes The size of the signature depends on the size of publication or advert in which it s going. Measure the signature size by the height of the H in Heathrow. A3 the H height = 9mm A4 the H height = 7mm A5 the H height = 7mm DL the H height = 6mm A6 the H height = 6mm A7 (ID pass size) = 5mm 48 sheet poster = 85mm For exclusion zones, see page 7. Minimum size A 5mm H-height is as small as you can go but only on the equivalent of A7 (credit-card size). Non-standard sizes For non-standard or larger sizes, adjust the H-height proportionally and apply the same exclusion rules (page 7). 11 Heathrow brand identity Heathrow Airport Limited 2016

12 Signature alignment and space Alignment For variety and ease of alignment, you have three versions of the signature. The ranged-left version goes on the left-hand side of a piece, the centred one in the middle and the ranged-right signature on the right-hand side. No other alignments are possible. Artwork available Exclusion zones Don t forget to allow for the minimum exclusion zone. As with the logotype, the height of the H in Heathrow determines its size. The exclusion zone is the same for all three signatures: they all need the same H-sized breathing space above and below, and to right and left. The H-height also sets the minimum distance between the signature and the edge of an online or offline communication. 12 Heathrow brand identity Heathrow Airport Limited 2016

13 Our signature and third parties Heathrow may be more than the sum of its parts, but its parts are all enormously important. So sometimes the team thinking behind our partnerships, whether with airlines, retail outlets or developers, needs to be expressed visually. Max height of logo = height of signature We do this with dual branding. It shows who s involved, and allows everyone involved to share the credit and the responsibility. If Heathrow is taking the lead, our signature should appear in the bottom right-hand corner allowing the partner brand to occupy the bottom left corner. When Heathrow is in a supporting role, we are more flexible as to which signature should be used. Examples are shown here. Max width of logo = width of strapline Alignment depends on the height or length of the partner brand and common sense should prevail to exact sizing and balance. The usual sizing rules apply. 13 Heathrow brand identity Heathrow Airport Limited 2016

14 Signature and logotype legibility Logotype and signature on background tints Wherever you can, use our preferred Primary Purple signature. However, you could use Glowing Black or Glowing Silver signatures on coloured or dark backgrounds. Or you cold pick the black (mono) or white versions if you re worried about legibility or working with a tricky substrate such as vinyl. The table to the right shows how to choose the right weight of background tint for each logotype or signature. 0% 10% 20% 30% Accurate reproduction Always use the artwork provided. Please don t alter or distort our logotype or signature, or place them within text. 40% 50% 60% 70% 80% 90% 100% 14 Heathrow brand identity Heathrow Airport Limited 2016

15 Service lock-ups 15 Heathrow brand identity Heathrow Airport Limited 2016

16 Core and Premium communications Within the mass of Heathrow communications, there s room for graphic differentiation. The simplest and most obvious split is between Premium communications and everything else. The perfect way to arrive... Core covers non-premium, fundamental core services (known as Core services), divisions, corporate and stakeholder communications and all types of general airport and passenger information. Premium covers Premium services, such as Heathrow Chauffeur and Heathrow Rewards. You buy it and we ll drop it by 16 Heathrow brand identity Heathrow Airport Limited 2016

17 Service lock-ups Heathrow offers many unique and memorable services. To make sure they all benefit from, and add to, the value of the Heathrow brand, we ve developed a series of endorsing pairs logotype followed by service name known as lock-ups. Lock-ups come in two styles: Core and Premium. Core lock-up example Premium lock-up example 17 Heathrow brand identity Heathrow Airport Limited 2016

18 Who has lock-ups? Only passenger-facing services (eg Shop & Collect) or divisions (eg Engineering) can have lock-ups. The list of lock-ups is fixed. No one but the Brand team can authorise the creation of a new lock-up. The Core style is for divisions and core passengerfacing services; the Premium style is for premium passenger-facing services. Core Services Home Delivery Shop & Collect Shopper Promise Official Parking Long Stay Business Short Stay Core Divisions Security Engineering Fire & Rescue Construction Academy Retail Academy Core Comms Corporate & stakeholder General airport and passenger information Premium Services Boutique Rewards Concierge Chauffeur Fast Track Personal Shopper Valet Parking For internal initiatives (eg Heathrow Commuter, Be a Star) and places or buildings such as the Heathrow Consolidation Centre, set the name in text underpinned by our logotype or signature. Services Divisions Buildings / Initiatives Heathrow Consolidation Centre 18 Heathrow brand identity Heathrow Airport Limited 2016

19 Core lock-ups Please do not attempt to create these lock-ups yourself or alter the size relationship between Heathrow and the service name. We set strict criteria for lock-ups. For the services or divisions that qualify, we have already prepared lock-up artwork. 19 Heathrow brand identity Heathrow Airport Limited 2016

20 Core lock-up application Core lock-up size and position Core lock-ups come in black (mono) or white in a ranged-left format only. Place them in the top left-hand corner of relevant communications when the Heathrow signature is present. Choose the version that gives the best effect. X ½X Don t let your Core lock-ups get too big on covers. The size of the word Heathrow in the lock-up is always half the length of the strapline in the signature. The signature also fixes the distance of the lock-up from the edge of the document. The spaces above and to the left of the lock-up are the same as the spaces below and to the right (the exclusion zone) of the signature. When the Heathrow signature is not present on the same page, frame or spread, an Core lock-up may be placed anywhere at any size. 20 Heathrow brand identity Heathrow Airport Limited 2016

21 Online banner lock-up application Core lock-up positioning Although you can place an Core lock-up anywhere within a banner, our preferred position is top left. 10px 10px 70px min 70px minimum 70px minimum The word Heathrow should be at least 70 pixels long (for Parking lock-ups, the 70 pixel minimum includes the P icon). Ideal padding is 10 pixels, although you can reduce to a minimum of 5 pixels. 21 Heathrow brand identity Heathrow Airport Limited 2016

22 Premium lock-ups Please do not attempt to create these lock-ups yourself or alter the size relationship between Heathrow and the service name. We set strict criteria for lock-ups. For the services or divisions that qualify, we have already prepared lock-up artwork. 22 Heathrow brand identity Heathrow Airport Limited 2016

23 Premium lock-up application Premium lock-up size relationship Premium lock-ups come in Glowing Black, Glowing Silver, black (mono) or white. Place them anywhere at any size throughout a communication providing the Heathrow signature is not present on the same page, frame or spread. X The Premium Label The Premium lock-ups also form part of a Premium Label a special device that appears on premium collateral to elevate the perceived value of a communication and further differentiate Premium services from Core communications. They must be placed in the top left-hand corner when used with the signature. Artwork available X X X X To get the right spacing of the lock-up within the Premium Label, use the distance between the baseline of Heathrow and the top of the cap height of the service for the top, bottom and right borders. For the space to the left, use twice the height of the H. ½X For Premium Labels use the Glowing Black or Glowing Silver lock-ups only. The size of Premium lock-ups is fixed when they appear with the Heathrow signature. The size of the word Heathrow in the lock-up is always half the length of the word Heathrow in the signature. 23 Heathrow brand identity Heathrow Airport Limited 2016

24 Premium lock-up application Premium Label position and use Premium Labels always bleed off the page to the left, online and offline. On literature and above-the-line (ATL) communications, give the Premium Label a bit more room to breathe. The gap between it and the upper edge of the document should be twice the H-height of the signature. The Premium Label is a device for endorsing messages and supporting images. Place it on all Premium service collateral. But don t double up. If you have to place a Premium lock-up in a prominent position on items such as bags, name tags or cards, don t add a Premium Label as well. Terms & conditions available at heathrow.com/rewards apply to the below and to the use of this card This is not a credit card or an identity card and remains the property of Heathrow Airport Limited Earn rewards on Shopping Eating Parking Heathrow Express Currency Exchange heathrow.com/rewards R E Ward Heathrow brand identity Heathrow Airport Limited 2016

25 Online header lock-up application Premium lock-up positioning To aid online service identification and orientation, you can replace the Primary Purple logotype with a Glowing Silver or Glowing Black Premium lock-up. Putting the lock-up in the masthead reinforces the service s premium status. To learn more, ask the Brand team for a copy of our digital guidelines. 19px 26px 17px 21px 152px 19px 49px 15px 25 Heathrow brand identity Heathrow Airport Limited 2016

26 Online banner lock-up application Premium Label positioning Since Premium Labels only come in ranged-left format, they always go on the left-hand side of a banner. Choose the version Glowing Silver on Purple or Glowing Black on Silver that produces the best effect. 5px 45px 10px 45px minimum The minimum height of a Premium Label is 45 pixels. The minimum distance between the border and the H of Heathrow is 10 pixels. Minimum top and bottom padding is 5 pixels from the banner border. 26 Heathrow brand identity Heathrow Airport Limited 2016

27 Parking lock-ups Our Parking lock-ups have service text much bigger than the Heathrow logotype for long-distance readability. They carry a parking P icon for easy identification. In most cases, the P is embedded in the lock-up (Fig a). (Fig a) (Fig b) Sometimes it s simpler and clearer to identify a batch of Parking lock-ups with a single P icon (Fig b). Please do not attempt to create these lock-ups yourself or alter the size relationship between Heathrow and the service name. We set strict criteria for lock-ups. For the services or divisions that qualify, we have already prepared lock-up artwork. 27 Heathrow brand identity Heathrow Airport Limited 2016

28 Division lock-ups To keep all parts of the airport firmly on-brand, we ve given every externally facing division a lock-up. Here are a few examples. Division lock-up examples Please do not attempt to create these lock-ups yourself or alter the size relationship between Heathrow and the division name. We set strict criteria for lock-ups. For the services or divisions that qualify, we have already prepared lock-up artwork. 28 Heathrow brand identity Heathrow Airport Limited 2016

29 Colour 29 Heathrow brand identity Heathrow Airport Limited 2016

30 Colour Professional, stylish and designed for maximum impact, our colour palette offers great visibility and quick brand recognition. Heathrow Purple Heathrow Light Purple We love purple. It s the colour that we and our passengers identify with. We put a dash of Heathrow Purple into everything we do. But we re not a single-colour airport. For life and variety, we keep a palette of complementary colours. And we use colours in different ways to help distinguish Premium services from Core use. C85 M100 Y0 K0 PMS 267 EC r70 g33 b C60 M70 Y0 K0 PMS 2587 EC r126 g93 b164 7E5DA4 ASE file available White Black Highlight Pink Heathrow Grey Heathrow Light Grey C0 M0 Y0 K100 PMS Black r0 g0 b Rich Black C0 M0 Y0 K0 PMS Black r0 g0 b0 FFFFFF C30 M30 Y30 K100 PMS Black r0 g0 b C40 M100 Y0 K7 PMS 2415 EC r159 g20 b123 9F147B C33 M18 Y13 K40 PMS 430 EC r110 g117 b122 6E757A C21 M11 Y9 K23 PMS 429 EC r165 g172 b175 A5ACAF 30 Heathrow brand identity Heathrow Airport Limited 2016

31 Core colour weighting 80% white space for text and images 20% purple accent for reversing out text or graphic highlighting Heathrow Purple White Black Heathrow Light Grey Heathrow Grey Highlight Pink (No more than 10% coverage) Heathrow Light Purple 31 Heathrow brand identity Heathrow Airport Limited 2016

32 Core colour gradients Our two Core colour gradients add depth and texture to Core communications. Heathrow Light Grey White The Heathrow Light Grey White colour gradient is a dynamic alternative to white. Use it full-bleed to unify page elements. The Heathrow Purple Heathrow Light Purple colour gradient is a dynamic alternative to Heathrow Purple. If you re mixing colours and colour gradients, make sure you stick to the colour weighting (page 25). Heathrow Purple Heathrow Light Purple ASE file available 32 Heathrow brand identity Heathrow Airport Limited 2016

33 Premium colour gradients To add richness to Premium communications, you can call on a further set of colour gradients and special treatments. If you overlay your colour gradient with a vignette, you can increase the intensity and depth of colour. The two colour gradients below are the default choice for Premium service communications. The example on the right shows how they look with the addition of a vignette. Heathrow Purple Heathrow Light Purple Heathrow Purple Heathrow Light Grey + vignette + vignette Colour gradient Use this colour gradient in place of white with full bleed to unify page elements. Vignette Heathrow Light Grey White The vignette is a radial gradient fill multiplied over a colour gradient. 60%K 0% When we work with luxury brands (eg Heathrow Boutique, Heathrow Personal Shopper), we turn to the colour gradient and vignette below for a darker, more formal palette. To make sure you get it right, talk to the Brand team before you start. Heathrow Grey Rich Black + vignette ASE file available 33 Heathrow brand identity Heathrow Airport Limited 2016

34 Premium colour weighting Full bleed colour gradient To distance Premium designs even further from Core ones, you can place Premium colour gradients full-bleed on covers and spreads. It s not compulsory, but it does work. White Black Heathrow Light Grey Heathrow Grey Highlight Pink (No more than 10% coverage) Heathrow Light Purple 34 Heathrow brand identity Heathrow Airport Limited 2016

35 Visual language 35 Heathrow brand identity Heathrow Airport Limited 2016

36 Connecting Spheres The inspiration for Connecting Spheres comes from the Horizon in our logotype. Connecting Spheres provide structure and flow; use them to frame text or image or to add standout and interest. Connecting Spheres Connecting Spheres come in two sizes for larger and smaller documents. A4 PORTAIT Connecting Spheres give your designs a threedimensional, global feel. Their intersecting curves suggest travel, flight lines and the connectedness of a hub airport. The crossing point could be where worlds meet Heathrow. CS_xxxx_SML.eps For artwork up to A4 portrait in size. A4 LANDSCAPE CS_xxxx_LRG.eps For artwork A4 landscape upwards. Artwork available Use cropped sections of the Connecting Spheres on communications. You ll see how on the next page. 36 Heathrow brand identity Heathrow Airport Limited 2016

37 Connecting Spheres Scale, rotate, flip and crop. Connecting Spheres have the flexibility for numerous applications. Connecting Spheres always bleed. To get the right effect, choose a small section (rarely more than 25% of the whole) containing a crossing point never two or none. Don t over or underscale them. We re looking for shallow dynamic curves rather than great, near-circular loops. Rotating Connecting Spheres to left or right changes the character of the intersection from pronounced crossover to subtle interaction. For even more flexibility, try flipping Connecting Spheres horizontally or vertically. Too circular Two crossing points No crossing points 37 Heathrow brand identity Heathrow Airport Limited 2016

38 Connecting Spheres Premium and Core applications each have two colour versions of the Connecting Spheres. Core You can add further depth and texture by giving Connecting Spheres a subtle drop shadow (Figs a and b). Make sure the drop shadow is well-diffused, is multiplied and has a maximum opacity of 35%. Heathrow Purple - Heathrow Grey Heathrow Purple - Heathrow Light Purple (Fig a) Premium Heathrow Purple - Heathrow Light Purple Heathrow Light Purple - Highlight Pink (Fig b) 38 Heathrow brand identity Heathrow Airport Limited 2016

39 Using the Connecting Spheres Connecting Spheres are versatile devices. Use them on their own in pure graphic form, or as a mask or container for images. If you re updating existing literature, you don t have to retrofit with a Connecting Sphere unless it makes a significant improvement to the look. Photographic Hybrid Graphic Strong vibrant photography used full bleed on Premium and selected Core communications. Strong vibrant photography used within picture boxes on Premium and Core communications. Cut-out photography used on both Premium and Core communications should not be used with the Connecting Spheres. The Connecting Spheres are available to add visual interest and structure when images aren t used full-bleed. Connecting Spheres used on colour gradients for Core and Premium communications without images. 39 Heathrow brand identity Heathrow Airport Limited 2016

40 Using the Connecting Spheres Connecting Spheres don t overlay images, but they do contain or mask them. Connecting Spheres give you plenty of options. You can create larger or smaller areas of white space for text or signature, or alter the way an image bleeds off the page. Mixed with straight edges Overlayed on imagery Used with cut-outs 40 Heathrow brand identity Heathrow Airport Limited 2016

41 Full bleed with signature Don t let the signature get lost in a full-bleed image. Here s how to keep it visible and looking at its best. When you choose an image, crop it to create a clear, uncluttered area where the signature can shine. If that s not possible, try one of the techniques to the right. Create clear space with a masking Connecting Sphere. Crop your picture to give the signature breathing space. Introduce a delicate white linear fade from the bottom of the page. 41 Heathrow brand identity Heathrow Airport Limited 2016

42 Imagery Our imagery captures moments in airport life on an intimate and grand scale. Real passengers enjoying real environments and services show how we re making every journey better. Cut-out images help us to maintain the high quality image standards we require, when time or budget won t allow a location based photoshoot. Use them to reflect our diversity and emphasise passenger satisfaction. Just make sure you ground any full-length cut-outs with a shadow. Our images should never feel overly staged or clichéd. Avoid images showing hi-vis vests unless you re working on a communication that deals with construction. Planes and places photography is one of the few areas where we think it s OK to brag. Epic photos with impact and energy show Heathrow s soul and scale. Images should Tell a story of Making every journey better. Capture the buzz and excitement of Heathrow by showing genuine passengers using our terminals and facilities. Show typical passenger behaviours without appearing posed or staged. 42 Heathrow brand identity Heathrow Airport Limited 2016

43 Other visual assets To help tell our story, we use a wide range of other visual assets. To bring CGI to life, it should feature passengers, staff and core airport activities. Choose colour photographs every time. Use mono only if the original was shot in B&W. Pictograms make life easy for everyone. They also comply with our Wayfinding Performance Standard. Don t recreate them or design new ones without permission from the Brand team. Supergraphics are super high-resolution images big enough to cover a wall or hoarding. 43 Heathrow brand identity Heathrow Airport Limited 2016

44 Illustration style 100% Detail Illstration and animation is a neccessary part of our day to day communications on and off airport. It can be used to convey a process, support photographic imagery or used in it s own right as a communication format. There is such a diverse range of illustration styles, so it s important we ensure everything we do follows a basic criteria to maintain brand consistency. The diagram opposite shows the desired style that complemements the Heathrow photographic style and tone of voice. Avoid clip art style imagery at all costs - it simply doesn t fit the quality parameters of Heathrow. Similarly avoid overly stylised, cartoon style imagery as well as artistic effects such as watercolour and pencil sketches. Highly detailed, realistic illustration should be avoided as this blurs the lines between photography and illustration - simply use a photograph or live action film instead. 0% Realism 100% Realism As a guide we like to see vector style illustration and animation as it has a clean and contemporary feel that works well on and off line. 44 Heathrow brand identity Heathrow Airport Limited % Detail

45 Illustration style Bad examples Here are some illustration styles to be avoided Character illustration Although fun, this doesn t reflect our values or meet the quality standards set by Heathrow. Cartoon style This style can show process and concepts well, but it simply isn t professional enough. Cartoon sketch Though humourous, this style isn t contemporary and not commensurate with a leading hub airport. Sketch illustration Although clearly crafted, this style doesn t reflect our brand standards and has an overly feminine look. Artistic vector This is a vector illustration, but it is far to artistic and stylised to meet our illustration criteria. Stylised illustration This style simply cannot portray enough useful information and looks overly artistic and stylised. Painted style Avoid painterly illustrations such as watercolour, gouache, airbrush and crayons. Detailed sketch This may be an accurate interpretation but it doesn t reflect the contemporay style of Heathrow. Detailed vector Detailed vector illustrations can either look too photographic or feel very cartoony. Super-detailed vector This style blurs the lines between illustration and photography. In this case photography should be used. 45 Heathrow brand identity Heathrow Airport Limited 2016

46 Illustration colour palette The illustration colour palette gives the added flexibility of light and bright range tones. Working in harmony with the Heathrow colours, they are used for illustration only. Illustration colour weighting It is important that all our illustrations are recognisably Heathrow. This is achieved by employing Heathrow Purple to certain aspects of your image were possible. Support this with Heathrow Grey and careful use of the Illustration palette to ensure your image is on brand. Heathrow Purple, Highlight Pink and Heathrow Grey can deliver a strong brand feel. If there is an opportunity to use our main brand colours (Heathrow Purple and Heathrow Grey etc) then please do so as this helps the illustration look recognisably Heathrow. Rare exceptions There may be occasions where you have to describe a particlarly complex process or journey and feel you need extra colours than are described here. In this case, please contact the Brand Team who will be able to advise you further. cmyk c. 60 m. 0 y. 75 k. 0 cmyk c. 48 m. 0 y. 60 k. 0 cmyk c. 0 m. 30 y. 90 k. 0 cmyk c. 0 m. 24 y. 72 k. 0 cmyk c. 60 m. 6 y. 22 k. 0 cmyk c. 48 m. 5 y. 18 k. 0 cmyk c. 15 m.18 y. 36 k. 0 cmyk c. 12 m.14 y. 29 k. 2 cmyk c. 30 m. 100 y. 0 k. 0 cmyk c. 0 m. 72 y. 64 k. 0 Heathrow Purple Highlight Pink 46 Heathrow brand identity Heathrow Airport Limited 2016

47 Core and Premium styling Heathrow offers passengers and third parties a variety of services. To help simplify them, they are segmented into two distinct areas; Services that are considered as Core and services that are considered more Premium. There are two distinct look and feels to help communicate this. Core Pick up when you touch down Terminal 5 Your pocket guide Premium Your guide to premium services at Heathrow Every journey should have its rewards R E Ward Tell us how to make every journey better. You buy it and we ll drop it by The perfect way to arrive 47 Heathrow brand identity Heathrow Airport Limited 2016

48 This document is provided for the sole purpose of facilitating Q6 discussions with the CAA. Although care has been taken to ensure the accuracy, completeness and reliability of the information provided, in no event shall Heathrow Airport be liable for any direct, indirect, special or incidental damage, or third party claims resulting from, arising out of, or in connection with the use of this information. The information may be subject to change in the circumstances set out herein. This document is premised on the assumption that the Q6 regulatory framework will effectively be a continuation of the prevailing model. Although possible changes to this model are occasionally given reference, the information provided does not cater for shifts in the CAA s regulatory policy, nor does it consider any potential implications of the new Civil Aviation Act or implications to Heathrow s business of a licencing regime. This document is without prejudice to any view Heathrow Airport may take during Q6 discussions. The assumption of the regulatory model used in this document does not necessarily imply any support for this model by Heathrow Airport. This document and its contents are commercially confidential and are intended for your sole use and so should not be shared with any third party without the written consent of Heathrow Airport. Page 48 Heathrow Q6 Full Business Plan Chapter 1 Page 48 Heathrow Q6 Full Business Plan Heathrow Airport Limited 2013 Heathrow Airport Limited 2013 Heathrow Q6 Full Business Plan Page 48 Heathrow Airport Limited 2013 Heathrow Airport Limited 2013 Heathrow Q6 Full Business Plan Chapter 1 Page 48 Core styling Most airport communications follow the Core look and feel. They re mostly white, often accented with the Heathrow Light Grey to White colour gradient. For a list of services and divisions in the Core category, see page 17. Your guide to core services at Heathrow A 1 Passengers interests are at the heart of Heathrow s planning and operations. We have invested over 11 billion since 2003, consistently focusing on service delivery. But we re not finished and this document sets out our plans to continue to improve the passenger experience during Q Purpose 1.2 Regulatory context At the request of the Civil Aviation Authority (CAA), this document sets out Heathrow s Full Business Plan (FBP) for the next quinquennium (Q6) the period April 2014 to March It serves as a basis for the CAA to determine the airport s regulated aeronautical charges in Q6. The business plan defines the outcomes the passenger would experience as a result of our investment plans together with the level of aeronautical charges necessary to support this plan. It also provides a single set of consolidated and integrated financial projections for our business. The FBP contains our current thinking and has been approved by both the Heathrow Executive Committee and the Heathrow Board. Throughout this year, we will continue to update and elaborate our plans as they mature. Where necessary, we will alter these plans in response to stakeholder feedback, any market or wider economic developments, or other relevant factors, in time to inform the CAA s final proposals. Introduction and context This business plan has been prepared in accordance with the CAA s stated requirements and Heathrow s obligation to provide a business plan to help inform the CAA s Q6 regulatory review. The FBP is based on an assumed continuation of the existing regulatory construct incentive regulation using a Regulated Asset Base (RAB) based single-till. The nature of RAB based regulation demands that a bottom up, thorough review of each of the different building blocks is undertaken by the CAA. Therefore, the business plan is based on a detailed bottom-up assessment of each building block and other key components, and presents a consolidated view of the integrated financial forecasts for our business. The inter-dependent nature of the building blocks, While the Full Business Plan is not a consultation document, we do welcome airline and other stakeholder feedback. and the requirement to carefully integrate each variable, means that top down adjustment of any individual variable in isolation is not feasible. The effect of any proposed adjustment to individual variables can only be analysed in the context of the potential impact on other variables and the integrated financials. Therefore, a top down approach, based on some notional view of stakeholder expectations, would be inconsistent with the building block approach and the Please send any feedback to prevailing regulatory model. tom_garside@baa.com Core communications rarely feature full-bleed photography. Don t let an image cover more than 50% of the piece without approval from the Brand team. Connecting Spheres are optional. Use them to add structure and form. Contents Executive summary Part A: Overview Passenger experience at Heathrow has been transformed over Q5 and 1. Introduction and context 4 must continue to improve during Q6 to meet rising passenger expectations and evolving airlines needs. 2. Our transformation to date 10 Investment in the new Terminal 2 and enhancements to other Terminals will drive tangible 3. Our vision and priorities for Q6 16 improvements for Heathrow s passengers in Q6 and beyond. A range of other less visible investments will deliver valuable improvements in reliability and consistency of service. Our plan 4. Our proposition for Q6 22 also includes providing new direct links to central London via Crossrail, extensive asset replacement, closing Terminal 1, and constructing new stands and taxiways for large aircraft. 5. Aeronautical charges Risk and dependencies Conclusion 54 Passenger experience and punctuality have consistently improved through Q5 and Heathrow s performance during London2012 demonstrates that we enter Q6 better placed, with passenger satisfaction near the top of the league table of European hub airports. Constrained by capacity, we strive to adapt to the fast changing needs of our customer airlines: unpredictable airline mergers, alliance moves and changes to delivery dates of next generation quiet, fuel efficient aircraft add to the challenges of delivering a daily schedule which uses practically all available capacity. Heathrow will maintain the highest standards of safety and security and will further improve Part B: Building blocks efficiency. Airlines operating at Heathrow benefit from high yields. Nevertheless, Heathrow competes with other European hubs on price as well as service offering and we will drive cost reduction, productivity and investments which reduce airline costs. We have made progress in Q5 and this plan sets out aggressive efficiency proposals to go further. Pick up when you touch down You ll find it at Heathrow Terminal 5 Your pocket guide Disclaimer The economic environment and weaker than predicted demand have negatively impacted the whole sector in recent years. During Q5, Heathrow has lost revenue of more than 600m from over-optimistic passenger forecasts and shock events, the impact of which cannot be offset because of capacity constraints. Accordingly Heathrow s shareholders have made an unsustainably low return on their investment. This must be corrected in Q6. An acceptable return, not least in the form of the regulated cost of capital, is essential to justify on-going investment. Investment in Heathrow is critical for airlines and passengers. Moreover as one of the largest private infrastructure investors in Western Europe, our investment is important for the economic future of the UK, vital for trade, good for jobs and the local community. Charges will rise as a result of all of these factors. The level of these rises will be mitigated by our efficiency plans and through generating commercial revenue. The passenger experience in Q6 will warrant those charges and airlines will benefit from some of the best facilities and highest yields that any hub airport has to offer. Our success as a hub airport depends on successful airlines and satisfied passengers. We are committed to collaborating effectively with airlines, groundhandlers, Border Force, NATS, the CAA and many others to achieve our common goals. Confidentiality Colin Matthews, CEO Place images within picture boxes to leave plenty of white space. 48 Heathrow brand identity Heathrow Airport Limited 2016

49 This document is provided for the sole purpose of facilitating Q6 discussions with the CAA. Although care has been taken to ensure the accuracy, completeness and reliability of the information provided, in no event shall Heathrow Airport be liable for any direct, indirect, special or incidental damage, or third party claims resulting from, arising out of, or in connection with the use of this information. The information may be subject to change in the circumstances set out herein. This document is premised on the assumption that the Q6 regulatory framework will effectively be a continuation of the prevailing model. Although possible changes to this model are occasionally given reference, the information provided does not cater for shifts in the CAA s regulatory policy, nor does it consider any potential implications of the new Civil Aviation Act or implications to Heathrow s business of a licencing regime. This document is without prejudice to any view Heathrow Airport may take during Q6 discussions. The assumption of the regulatory model used in this document does not necessarily imply any support for this model by Heathrow Airport. This document and its contents are commercially confidential and are intended for your sole use and so should not be shared with any third party without the written consent of Heathrow Airport. Page 49 Heathrow Q6 Full Business Plan Heathrow Airport Limited 2013 Heathrow Airport Limited 2013 Heathrow Q6 Full Business Plan Page 49 Premium styling Premium communications look much richer. We use full-bleed images and Heathrow Purple colour gradients for cachet and standout. Your guide to premium services at Heathrow For a list of services in the Premium category, see page 17. The world s leading brands at Heathrow R E Ward The perfect way to arrive Your Heathrow Chauffeur service Passenger experience at Heathrow has been transformed over Q5 and must continue to improve during Q6 to meet rising passenger expectations and evolving airlines needs. Investment in the new Terminal 2 and enhancements to other Terminals will drive tangible improvements for Heathrow s passengers in Q6 and beyond. A range of other less visible investments will deliver valuable improvements in reliability and consistency of service. Our plan also includes providing new direct links to central London via Crossrail, extensive asset replacement, closing Terminal 1, and constructing new stands and taxiways for large aircraft. The perfect way to arrive Obitius quis enist, elique omnimint pratquo quodit volore vent quia pa Disclaimer Confidentiality 49 Heathrow brand identity Heathrow Airport Limited 2016

50 Premium photography Photography differentiation As well as the obvious differences between core and premium (higher percentage use of purple and gradients etc) there are more subtle changes that should be made, especially to photography. For premium communications, photography should have a slighlty desaturated, vignetted appearance. This approach reflects the photgraphic styling of many premium fashion brands and helps us communicate with the target audience in a way that they are used to and expect. This is an existing Heathrow image that has been treated in the premium style. See overleaf for instructions. 50 Heathrow brand identity Heathrow Airport Limited 2016

51 Premium photography Creating premium images A Photoshop file is available for download featuring various vignettes and a adjustement layer for your convenience. Simply adjust the percentage of these layers to achieve the desired effect. Each image should be treated on its own merit as the percentage needed on a pale image will clearly be less than that of a darker composition. For portrait shots simply rotate the canvas. PSD file available 51 Heathrow brand identity Heathrow Airport Limited 2016

52 Premium photography Colour options As well as full colour images, photography can be treated in several different ways to help maintain a premium feel. Black & White, Duotone and Heathrow Purple multiply allow a certain amount of flexibility when creating imagery. Black & White Existing Heathrow image treated in the premium style and then converted to Black & White. Duotone Existing Heathrow image treated in the premium style and then converted to Duotone using Black and Heathrow purple. 10% 20% 30% 40% 50% 60% Heathrow Purple multiply Existing Heathrow image treated in the premium style and then converted to Black & White with a Heathrow Purple multiply added. The multiply can be used at any tint between 10 60% to suit the image. 52 Heathrow brand identity Heathrow Airport Limited 2016

53 Typography Primary Font is Frutiger (LT Std) Choose the Frutiger family for all printed communications apart from ATL. For headlines, tighten the appearance with minus tracking. All Heathrow PCs have the LT version of Frutiger installed. Always use this family for internal assets like letterhead templates, because other Frutiger families default to system fonts. Frutiger Frutiger 45 Light Frutiger 45 Light Italic Frutiger 55 Roman Frutiger 56 Italic Frutiger 65 Bold Frutiger 66 Bold Italic Frutiger 75 Black Our Electronic Font is Arial Use Arial for PowerPoint and other electronic communications. With Arial, you can guarantee reproduction in locations and on equipment beyond your control. Arial Arial Arial Bold Arial Black 53 Heathrow brand identity Heathrow Airport Limited 2016

54 Typography Primary Font is Frutiger Frutiger 般信息 Frutiger Frutiger Arabic Frutiger Cyrillic MS YaHei Approx 130 per weight Approx 29 per weight TrueType font - standard on PC Our Electronic Font is Arial Arial تايثفل вгению 般信息 Arial Arial Arial MS YaHei TrueType font - standard on PC 54 Heathrow brand identity Heathrow Airport Limited 2016

55 Typography Defend the visual identity Do not compromise the uniqueness of our logotype by mimicking its glowing Horizon within other pieces of text. Even if you apply fades like the one to the right, you risk diluting the strength and character of the logotype. Headline The same goes for colour gradients. Don t apply them to headlines or body copy. The only time we place colour gradients within letterforms is for Service lock-ups. Headline Headline HEADLINE THAT MIMICS SERVICE TEXT Don t set text in capitals. For headlines and titles, use sentence case to keep a friendly and approachable tone. 55 Heathrow brand identity Heathrow Airport Limited 2016

56 Merchandising Merchandise Don t put internal initiatives on merchandising. If you re spending money on customising pens, lanyards and mugs, it s better to invest it in the Heathrow brand by applying the logotype or signature. Use the Primary Purple version where possible. Embroidery logotype Embroidery reproduction can be tricky. To get the best result we have a version of the logotype that s reserved just for embroidery. Its wider Horizon creates a clear separation throughout its sweep. But you do need a supplier who can produce a stitch count of around 7,000. Please specify silver or dark grey thread (instead of black or white) as they stay looking cleaner for longer. Wider Horizon for embroidery only. 56 Heathrow brand identity Heathrow Airport Limited 2016

57 Media sting A seamless transition Start all video content and animations with our centred Primary Purple signature. You can create an end-frame sting that emphasises content ownership by masking within the Heathrow logotype. To add intrigue and dynamism, apply the masking effect to a still image or preferably a moving sequence. 57 Heathrow brand identity Heathrow Airport Limited 2016

58 Hoardings styling Arriving and departing without the coming and going Arriving and departing without the coming and going To be the best, we have to keep improving our terminals and the passenger experience and that often means rebuilding or refurbishing. Hoardings give us a chance to explain the benefits of what s going on behind them. This is one area where you can use a greater proportion of Heathrow Purple. It gives great standout and hides wear and tear very well. Arriving and departing without the coming and going Arriving and departing Your new Terminal 2 58 Heathrow brand identity Heathrow Airport Limited 2016

59 Hoardings considerations Hoardings have just one purpose: to shield passengers from the work you re doing to make their journey better. Whether you re revitalising a terminal, replacing a lift or refurbishing toilets, you are helping to make their next trip through Heathrow that little bit better. Duration In general any hoarding that will be up for three weeks or more should be branded. Location A hoarding in a high profile or high traffic position must be branded no matter how long it s up for. The message a hoarding carries is dependent on its location. Dimension The size of the hoarding may influence the length of message. If the hoarding is very long you may wish to consider breaking up the space with panels of white and purple. Attention Keep hoarding messages relevant and tailor them to the passenger s journey to maximise their effectiveness. Information If a hoarding blocks sightlines to existing wayfinding signage, you must use the space to provide clear additional signage. Information includes bookend panels, directories and which terminal? guides. All site doors must have Heathrowapproved health and safety notices. Making every journey better message The Making every journey better approach turns a potential message about disruption into a story of how their journey will be better when the job s done. Additional maps and retail hoardings Internal hoardings may have to cater for the needs of retailers and caterers by featuring shopping maps and signs to outlets that continue to operate during the improvements. Passenger benefit message 59 Heathrow brand identity Heathrow Airport Limited 2016

60 Kayleigh James, Police Constable South London Donald Matthews, Chelsea Pensioner Chelsea, London Crawford Butler, Beefeater Tower of London Hoardings messaging The diagram to the right shows the stages of the journey through Heathrow for arriving and departing passengers. For each stage, we have suggested a message that would be relevant to the location. NOTE: We do not place messages on hoardings at customs after baggage reclaim. Coming soon... easier check-in Open Welcome toolkit We re investing in your security Your superheroes need more space! It won t be so far next time More luggage carousels for a faster grab and go Coming soon improved connections Open Connections toolkit 60 Heathrow brand identity Heathrow Airport Limited 2016

61 Our tone of voice 61 Heathrow brand identity Heathrow Airport Limited 2016

62 Our tone of voice How Heathrow communicates One airport, one warm and engaging personality, one way of expressing it At Heathrow, we re all working towards the same mission: making every journey better. There may be thousands of us, but only one mission, one set of values and one visual identity. That s our brand our corporate personality, if you like the distinctive look, style and way of acting that the world recognises as Heathrow. And just like any other unique personality, we have a distinctive way of communicating. This is it. Put yourself in your readers shoes Ask yourself: how does what you re saying make the journey better? If you don t read beyond this page, here s the one big idea you should take away: Forget airport think passenger Don t write about the volume of snow that fell overnight or how hard you re working to clear it tell passengers what s happening to their flights today. Don t write about the speed or sophistication of baggage systems tell passengers how soon they can be out of the airport and on their way. 62 Heathrow brand identity Heathrow Airport Limited 2016