LGB Basic Identity Guidelines 25Aug2015 - Brand Platform section.pdf

August 2015 Version 2

Contents

Brand platform Promise, positioning, personality ... 3 Tagline

Basic elements Logo Configurations Full-color versions One-color versions Placement Incorrect uses Tagline placement Color Typography

Applications Print materials Promotional items Environments Online communications Email Stationery

FAQ

More than just a logo

Our identity system is the culmination of an extensive brand development process that included dozens of people from the airport, the city and our travelers. Our brand platform and identity system are the result of the thorough research we did; it represents the spirit of the airport and our continued customer service focus.

The Long Beach Airport identity system is more than just a logo. In fact, the logo is just the beginning. All elements of the Long Beach Airport visual identity system — the logo, typography, color palette, photography, layouts, tagline — work together to create a consistent and memorable brand experience.

Thank you for following these guidelines closely to ensure the Long Beach Airport brand identity is clean and consistent across all communications. If you have questions or need additional information, please contact:

Kimberly McMahon Long Beach Airport Public Affairs Office 562-570-2675 or 562-570-2678 kimberly.mcmahon@longbeach.gov

Long Beach Airport basic identity guidelines

Introduction

Brand platform Promise, positioning, personality

A brand encompasses the beliefs, values, mission, culture, and promises of an organization. It’s about the promises an organization makes, the attitude and personality. It’s beyond our logo or name. It is about the image we convey to the world.

Brand promise

You’ve arrived

Long Beach Airport seamlessly captures the luxury and service of yesterday to set a new standard for travel today, and tomorrow. It begins and ends with a first-class experience for all. While sitting in the open air surrounded by palm trees, strolling through the boardwalk esplanade or dining at our local eateries, your encounters are delightfully Southern Californian in this, the region’s gateway. Whether beginning your trip or returning home, when you land in Long Beach, you’ve arrived.

Brand positioning

Long Beach Airport has established the new way to travel. Quintessentially Long Beach, it delivers a first-class experience to all in a well-connected, relaxed and welcoming environment.

Brand personality The airport has created a new standard in air travel that is quintessentially Long Beach. Therefore, personality attributes capture both the excellence reflective of this new standard, as well as the Long Beach experience:

Unrivaled Providing a first-class experience for all, as only Long Beach can Progressive Forward-thinking, setting the new standard for air travel Easy The antithesis of typical travel: straightforward, convenient and simple Relaxed Casual and comfortable with a touch of luxury Welcoming Hometown hospitality within a dynamic urban community

Our tagline “where the going is easy®” is an extension of our Brand Platform.

It contributes to the image we want to portray to the outside world because this unique message:

• is a fun play on the “easygoing” nature of the airport

• conveys a dual message — both easy going, as well as easy to access and navigate

• reinforces the personality of the airport as it reflects the personality of the city and the overall Southern California region

• hints at the idea of travel with the use of the word “going”

Typography Typeset the tagline in Neo Sans Std Light. For dark or colored backgrounds you may use Neo Sans Std Regular for increased legibility. Use a registration mark (®) in superscript form after “easy”, aligned to the x-height (the top of the ‘y’).

See page 10 for guidance on placing the tagline.

Long Beach Airport basic identity guidelines

Brand platform Tagline

FAQ

Why was the new brand image developed? With the development and opening of the new concourse, the Long Beach Airport created a new travel experience, one that is a much more human experience. The humanity that underlies the Long Beach Airport experience is reflected in five key attributes that convey the emotional connection the airport has created with its stakeholders:

Balance LGB takes the stress out of travel and, as both leisure and business travelers noted, it is “historically modern.”

Convenience As defined by design — features that meet the needs of today’s travellers — and proximity — easy to get in/out and around as well as a gateway to Southern California.

Service The airport set forth to provide a first-class experience for all and it delivered. It is passenger-centric with extraordinary service.

Scale Encompassing many aspects of the Long Beach Airport experience, the scale enables service and convenience and is a direct inspiration for the airport’s ability to clearly connect to the “neighborhood” of Long Beach.

Connection The airport is the face of Long Beach in its design, personality and tone. It conveys progressiveness, warmth and vibrancy. The duality that is Long Beach — laid-back, beachy-ness, friendliness along with its energy and attractions — is reflected in the Long Beach Airport.

This new airport/airport experience needed a new brand to align the brand with the experience.

How was the new brand developed? We set forth a clear goal when we initiated this project: develop a brand for LGB that is aligned successfully with the desired mission, values, and goals driven by the airport modernization initiative. Working with Tenet Partners— a bicoastal brand innovation and marketing firm — we developed a strategic brand platform that is both relevant to our key audiences and differentiates us from our competitors.

The brand platform was the culmination of an extensive research process including interviewing over 100 LGB travelers — both origination and destination travelers — a number of airport employees and stakeholders, city council members, city hall personnel and other airport stakeholders. We sought to understand not only what makes LGB special but to understand the connection between the airport and the city of Long Beach. The process was thorough and inclusive of those who care most about our airport — employees, airline personnel, FBO stakeholders, city council members and staff, city hall personnel, and, of course, our customers — the travelers.

How was the community involved in the brand development process? The community was represented in the process through their council members, as well as through the travelers we interviewed during the consumer research process; half of the participants were locals. In addition, many of the stakeholders interviewed, as well as participants in the brand platform development, live and/or work in Long Beach.

Continued

Tell us about the new brand. The brand comes to life through both visual and verbal elements — tagline, logo and identity. These elements are a direct reflection of the brand strategy. They bring the brand to life, in this case, what is quintessentially Long Beach Airport.

This brand system tells a more complete brand story than any single element can communicate on its own.

What is the meaning behind the new logo? The logo immediately connects the audience to the emotional feeling of being welcomed to the Long Beach Airport, the city of Long Beach and the Southern California area.

It projects the open, bright, spaciousness of the Long Beach Airport as well as the welcoming, laid back feeling that is Long Beach. And, in a subtle nod to our aviation heritage, the logo’s holding shape models the historical 1941 landmark terminal.

The LGB skylight logo reflects our open-air concourse, the sunrise-to-sunset quality of light found at our airport and in our city, as well as the beachy, welcoming vibe of both the airport and Long Beach itself. The logo captures a unique view looking up from our concourse that is unlike any other in the world.

Why isn’t there an airplane in the new logo? A brand’s identity is the sum of the logo, the name and tagline. In this case, our identity consists of:

• Our LGB skylight logo

• Our name — Long Beach Airport

• Our tagline — Where the going is easy

As the name — Long Beach Airport — states, this is an airport; adding a plane into the logo was redundant. It was more important to capture the emotional essence of the airport experience.

What is the meaning behind the new tagline? The tagline — where the going is easy — communicates the easy, relaxed and redefined nature of the Long Beach Airport. It’s a fun play on the “easygoing” nature of the airport and communicates a dual message — both easygoing, as well as easy to access and navigate. The tagline reinforces the personality of the airport as it reflects the personality of the city and the Southern California region overall.

What is a brand message? The brand message describes the core idea behind our business. It is our view of the organization and how we want travelers to think of us. Our brand message is:

• An internal brand tool used to give focus to all our communications

• A guide for developing and evaluating all Long Beach Airport communications across the organization

• Not a tagline or advertising

What is the Long Beach Airport’s brand message? Long Beach Airport has established the new way to travel. Quintessentially Long Beach, it delivers a first-class experience to all in a well-connected, relaxed and welcoming environment.

Messaging offers an opportunity to clearly define that which is “quintessentially Long Beach.”

• Long Beach Airport is woven from the fabric of our city, deeply connected to our customers, our neighbors and our community.

Continued

• The region’s gateway, Long Beach Airport offers close access to the dynamic urban community of Long Beach, as well as the entire Southern California region from Los Angeles to San Diego, including Disneyland.

• We revel in providing the unexpected from street-priced local fare to expansive indoor/outdoor seating in our garden atrium, palm tree-lined esplanade and wine bar fire pit.

• With an emphasis on convenience, check-in, security and boarding are so simple, they almost become ancillary – leaving you more time to savor the experience.

• Our free wireless Internet, iPad stations and plentiful electric outlets in our restaurants and seating areas enable you to charge your devices or check in with your business and family.

• We honor our city’s and our airport’s distinct place in aviation history by incorporating the tradition of our original 1941 landmark terminal.

A brand encompasses the beliefs, values, mission, culture, and promises of an organization. It’s about the promises an organization makes, the attitude and personality. It’s beyond our logo or name. It is about the image we convey to the world.