3 10 1 DFASS. REDEFINED. · 3 10 4 To more accurately reflect our role as a travel retail disruptor and innovator, we have redefined DFASS to become 3Sixty. The new name and logo

13Sixty Brand Guidelines v1.0

DFASS. REDEFINED.

BRAND GUIDELINES v1.0November 2018

23Sixty Brand Guidelines v1.0 23Sixty Brand Guidelines v1.0 CONTENTS

Introduction....................................................................................

Logo.......................................................................................................

Color.........................................................................................................

Typography..............................................................................................

Application...........................................................................................

Graphic Assets...........................................................................................

Contact .....................................................................................................

3

5

17

20

24

33

37


1.0 INTRODUCTION


1.1 Our new brand ........................................................ 5

43Sixty Brand Guidelines v1.0 43Sixty Brand Guidelines v1.0

To more accurately reflect our role as a travel retail disruptor and innovator, we have redefined DFASS to become 3Sixty.

The new name and logo take us forward in new directions that we wouldn't have been able to explore previously.

From what we learned from workshops with employees, partners and suppliers, a new name was chosen suggesting the global reach and full spectrum of services and goods offered by our company.

Gold was introduced as the primary color, giving stand-out and reflecting the quality of the brand. To ensure maximum exposure the identity lives best on a pure white background.

An alpha numeric identity means we appear more disruptive, more distinct and memorable.

We are well known for Travel Retail and Duty Free, but to not limit ourselves to the field we currently operate in, the strapline 'Duty Free & More' supports our new brand identity and allows us the freedom to operate in other areas.

INTRODUCTION

Our new brand1.1


2.0 LOGO


2.1 Master version ......................................................... 6

2.2 Black & White version ............................................. 7

2.3 White out version ................................................... 8

2.4 Strapline version ..................................................... 9

2.5 Variations ................................................................ 10

2.6 Standalone strapline ............................................... 11

2.7 Minimum clear space .............................................. 12

2.8 Margins .................................................................... 13

2.9 Minimum size ........................................................... 14

2.10 Misuse ...................................................................... 15

2.11 Co-branding ............................................................ 16


This is the primary and preferred version of the 3Sixty logo.

Only use on white backgrounds.

LOGO

Master version2.1


Use the black & white logo as a secondary option to the master logo, if printing in full color is not possible.

This version should only be used in print materials. For digital assets, please use the master logo.

LOGO

Black & White version2.2


In addition to the black & white version, a white out logo has been created to be applied over black backgrounds.

When printing, avoid applying the logo over a background formed by only 100% of a single color (eg: C100 M0 Y0 K0).

This will reduce any banding that may occur within the sweep.

LOGO

White out version2.3


The logo and strapline lockup should only be used where the application is outside 3Sixty's control. For example, endorsements, partnership messages or any third party materials not created by 3Sixty.

The strapline is a graphic device and not text. Whenever you need to use the strapline, use the supplied graphic.

Do not attempt to retype this element.

LOGO

Strapline version2.4


Use of the master logo (A) and strapline (B) depends on specific application and location. On all 3Sixty communication materials detailed in the guidelines, these two items are positioned separately (see relevant sections).

The master logo with strapline lockup (C) should only be used where the application is outside 3Sixty's control. For example, endorsements, partnership messages or any third party materials not created by 3Sixty.

LOGO

Variations2.5

(A) Master logo

(B) Strapline

(C) Master logo with strapline


The strapline, as a standalone object can be positioned where appropriate on the page.

In the case of a multiple page communication, it acts as a 'sign off' and should be positioned on the back page or at the conclusion of the document.

The width of the strapline should be no more than 25% of the document width it sits within.

When placed in the bottom-right, align its right edge with the top right hand corner of the letter 'y' from the logo.

LOGO

Standalone strapline2.6

Brand book reverse Folder

WE DRIVESTRATEGIC PARTNERSHIPS

WE FOCUSON SERVICE

WE CAREABOUT OUR PEOPLE

WE ARE VISIONARYWE ARE INNOVATIVE

3sixtydutyfree.com

WE CLIMB HIGHER,TO SEE WIDER.

3sixtydutyfree.com

T +1 305 654 9200 Ext: 1217E [email protected]

CAROLYN MARIANISenior Vice President, Marketing & Vendor Relations

For any inquiries please contact:

Created by Designhouse Brand Consultants designhouse.co.uk3sixtydutyfree.com


Clear space is an important area around the logo used to protect its legibility from interference with other typographic and graphic elements.

This area is measured using the vertical height of the ‘x’ at the top and bottom, and 1.5x the vertical height of the ‘x’ on either side.

LOGO

Minimum clear space2.7

1.5x1.5x

1x

1x


The margins between the logo and the edge of a page should be twice the 'x' height. For consistency, please always keep these distances from the edge of documents.

The top of the logo should touch the top margin. The right margin should touch the top right of the 'y', ignoring the sweep and the TM.

These are minimum distances, so in cases where the logo is centralized, ignore these parameters.

LOGO

Margins2.8


The minimum size measurement helps to ensure the legibility of the logo.

Never use at a smaller size than specified.

Please note that the logo with strapline has a different minimum size.

LOGO

Minimum size2.9

24 mm

Logo with strapline

13 mm

Logo


To maintain brand equity and consistency of application, it is essential that the 3Sixty logo is not altered in any way.

Here are a few examples of what not to do.

LOGO

Misuse2.10

3Sixty

Do not stretch the logo vertically or horizontally

Do not rotate the logo

Do not change the relationship between the device and wordmark

Do not use the wordmark without the sweep

Do not attempt to type the logo text

Do not change any colors

Do not rearrange any elements

Do not apply effects

Do not outline the logo


When we work with partners andneed to co-brand communications,it is important that logos used have uniformity and an equal hierarchy is established.

Use 1.5x the vertical height of the 'x' between each logo as a minimum distance.

LOGO

Co-branding2.11

1.5x


3.0 COLOR


3.1 Primary palette ....................................................... 18

3.2 Secondary palette .................................................. 19

183Sixty Brand Guidelines v1.0 183Sixty Brand Guidelines v1.0 COLOR

Primary palette3.1

Dark goldPantone 464C/7512UCMYK 30 65 85 30RGB 146 85 43HEX #92552BRAL 060 40 40

Medium goldPantone 7407C/7550UCMYK 20 40 80 5RGB 203 152 68HEX #CB9844RAL 070 60 60

Light goldPantone 134C/7403UCMYK 0 20 65 0RGB 253 208 109HEX #FDD06DRAL 070 80 50

BlackPantone Black C/UCMYK 0 0 0 100RGB 0 0 0HEX #000000RAL 000 15 00

WhiteCMYK 0 0 0 0RGB 255 255 255HEX #FFFFFFRAL 9010

Color plays a vital role in the 3Sixty brand and is one of our key assets, helping us differentiate from our competitors. The three tones of gold are derived from the sweep device within the logo and when used in conjunction with black and white, provide us with a rich and distinctive look across all communications.

Corporate colors are specified in various color spaces and systems: PANTONE®, CMYK, RGB and Hexadecimal.

Pantone is the principal color reference for professional printing and should be used where appropriate. CMYK values should be used for standard or inhouse printing.

RGB values should be used for digital applications. Hexadecimal (Hex) references should be used for web-based platforms. RAL colors should be used for paint, coatings and plastics.

193Sixty Brand Guidelines v1.0 193Sixty Brand Guidelines v1.0 COLOR

Secondary palette3.2

CerisePantone 214C/ Rubine Red UCMYK 0 90 30 5RGB 222 49 106HEX #DE316ARAL 010 50 50

PeachPantone 486C/UCMYK 0 50 55 0RGB 242 151 115HEX #F29773RAL 050 70 50

GrapefruitPantone 7417C/485UCMYK 0 80 90 0RGB 232 78 36HEX #E84E24RAL 050 60 80

StonePantone 644C/UCMYK 48 23 18 2RGB 144 173 192HEX #90ADC0RAL 260 70 15

YolkPantone 130C/116UCMYK 0 40 100 5RGB 237 160 0HEX #EDA000RAL 070 70 70

Dark bluePantone 534C/540UCMYK 90 66 14 48RGB 28 55 96HEX #1C3760RAL 270 20 25

JadePantone 3278C/ Green U CMYK 85 0 70 5RGB 0 157 108HEX #009D6CRAL 170 50 50

Medium bluePantone 7683C/ 7684UCMYK 90 50 0 5RGB 0 106 175HEX #006AAFRAL 270 50 35

The secondary color palette is derived from the diverse areas in which we operate. The varying tones give us further options when we need to expand and elaborate on content.

Use these colors as a secondary way of communicating and to define chapters and categories within larger documents (eg: Powerpoint decks).

Corporate colors are specified in various color spaces and systems: PANTONE®, CMYK, RGB and Hexadecimal.

Pantone is the principal color reference for professional printing and should be used where appropriate. CMYK values should be used for standard or inhouse printing.

RGB values should be used for digital applications. Hexadecimal (Hex) references should be used for web-based platforms. RAL colors should be used for paint, coatings and plastics.


4.0 TYPOGRAPHY


4.1 Primary typeface .................................................... 21

4.2 System typeface .................................................... 22

4.3 Typographic hierarchy .......................................... 23


ABCDEF1234567

ABCDEF1234567

ABCDEF1234567

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890.,;:''/(?!&@£#)



TYPOGRAPHY

Primary typeface4.1

Cera Alt Pro Bold

Cera Alt Pro Medium

Cera Alt Pro Regular

A bespoke version of the typeface 'Cera Pro' has been created for 3Sixty, giving us a contemporary new look, unique within the sector.

'Cera Alt Pro' is a geometric typeface featuring rounded characters and numerals, that resonates with our new brand ethos.

See back page for contact details to obtain this bespoke font.


ABCDEF1234567

ABCDEF1234567



TYPOGRAPHY

System typeface4.2

Arial Bold

Arial Regular

In some instances it may not be possible to use the primary typeface, due to restrictions within software and online.

In these instances, use 'Arial Bold' for headlines and 'Arial Regular' for subheadings and bodycopy.

233Sixty Brand Guidelines v1.0 233Sixty Brand Guidelines v1.0 TYPOGRAPHY

A NEW PLAYERIN TRAVEL RETAILLiving our new brandLorem ipsum dolor sit amet, consectetur adipiscing elit. Curabitur mattis lectus non arcu rhoncus, vel dignissim est tincidunt. Duis volutpat pulvinar vehicula. Vestibulum tellus odio, accumsan quis ultrices id, cursus quis enim. Etiam vestibulum ultrices tempor. Mauris finibus finibus felis a ornare. Sed scelerisque aliquet sodales.

Typographic hierarchy4.3

(A) Cera Alt Pro Bold

(B) Cera Alt Pro Medium

(C) Cera Alt Pro Regular

Consistent use of the typeface is key to ensure we maintain a coherent look across all our literature.

Use 'Cera Pro Alt Bold' (A) in uppercase for all headlines and primary messaging.

Use 'Cera Pro Alt Medium' (B) in 'Medium gold' for all subheadings and secondary messaging.

Use 'Cera Pro Alt Regular' (C) for all bodycopy.

There may be instances where the headline message is composed of two short statements or words rather than a continuous sentence. When this occurs, use Black and 'Medium gold' for each line, in order to gain more impact (see page 28).


5.0 APPLICATION


5.1 Stationery ............................................................... 25

5.2 Business cards ........................................................ 26

5.3 Poster ..................................................................... 27

5.4 Trade press advert ................................................. 28

5.5 Website .................................................................. 29

5.6 PowerPoint document ........................................... 30

5.7 Reception area ........................................................ 31

5.8 Merchandise ........................................................... 32

253Sixty Brand Guidelines v1.0 253Sixty Brand Guidelines v1.0 APPLICATION

Stationery5.1

The stationery set contains a letterhead, compliments slip, business card and premium notebook.

The letterhead and compliments slip are clean and simple, allowing the content to be the main area of focus.

Business card explanation (following page).


The business card as a communication tool looks to make more of an impact than the letterhead and compliments slip by using the full sweep from the logo and a combination of white and 'Dark Gold' typography.

The examples (right) demonstrate how to divide relevant typographic blocks.

APPLICATION

Business cards5.2

Address line 1 Address line 2 Address line 2

TCEW

NAME SURNAMEJob Title

000 000 0000 Ext: 0000000 000 [email protected]

Address line 1 Address line 2 Address line 2

地址第一行地址第2行地址第3行

名称 NAME SURNAME 称 Job Title

電話電郵网站

000 000 0000 Ext: [email protected]

(A) English

(C) Front & Reverse

(B) Mandarin


Poster5.3

The poster demonstrates how to correctly use the logo, strapline, typography and graphic device, in one unified communication.


Trade press advert5.4

An example of a trade press advertisement, making use of the main brand components.


Website5.5

The website follows the protocols established, slightly re-imagining certain aspects in order for them to work effectively within the space.

The headline in this instance has been positioned over the graphic sweep, so it is able to sit in the upper portion of the homepage, allowing the user to see it without having to scroll down.


PowerPoint document5.6

6

Founded by Group Chairman and Founder Mr. Benny Klepach in 1987 –over 29 years of continuous service

Manage 70+ airport Duty Free and Duty paid retail stores

Worldwide logistics with warehouses in Europe, North & South America and Asia

Operate on five continents through a worldwide network of 120+ packing and fulfillment stations

Oversee more than 30 In-flight Duty Free concessions

Worlds Largest In-flight and most dynamic Specialty Retailer in the travel Industry

3Sixty ADVANTAGECorporate Highlights

15

3Sixty ADVANTAGEDallas/Fort Worth, Duty Free Stores

2

3Sixty

3Sixty Advantage

1• 3Sixty Difference

2Our

Proposal

3

Index

5

• Leading provider of specialty retail options for travelers and travel-related audiences, touching more than 400 million passengers annually

• Headquartered in Miami, FL, USA we manage an extensive global operation across five continents including UK, Middle East, Asia, North, Central & South America & Africa

• Develop and support state-of-the-art turnkey and smart technology solutions

• Deliver exclusive products in alliance with the world’s premium luxury brands

• Proven record of delivering results

3Sixty ADVANTAGEWorld Class Travel Specialty Retailer

21

3Sixty ADVANTAGE

Belize Colombia Mexico Trinidad and Tobago

Piarco Intl. Airport Duty Free Store

Huatulco Intl. Airport2 Duty Free Stores

Veracruz Intl. Airport2 Duty Free Stores

Puerto Progreso PierDuty Free Store

Cozumel Cruise PierDuty Free Store

El Dorado Intl. AirportDuty Free Arrival Store

El Dorado Intl. AirportDuty Free Arrival Store

El Dorado Intl. AirportAvianca VIP

Duty Free Store

Goldson Intl. Airport3 Duty Free Stores

2 border Duty Free Stores

Harvest CayeCruise Pier

Duty Free Store

S. AMERICA / MEXICO / CARIBBEAN

Duty Paid, Duty Free Airport & Port Retailer

13

3Sixty ADVANTAGE

CanadaEdmontonWinnipegVancouverCalgaryOttawaTorontoMontrealHalifax

USAChicagoDenverDallasOrlandoMiamiFort LauderdaleCharlottePhiladelphiaNewarkPittsburgh

JapanNaritaNagoyaOsaka

• Canada

• USA

Belize • • Jamaica

• TrinidadEl Salvador •

Costa Rica •Panama•

Colombia •Ecuador •

Peru •

UK • • Amsterdam

Israel •• Bahrain

• Johannesburg• Mauritius

• MalaysiaSingapore •

Hong Kong • • Taiwan

Korea •• Japan

• Guam

• Mexico

MexicoHuatulcoVeracruzProgressoCozumel

Operations in 5 Continents

8

Land-based Duty Free Specialty

Retailers

Domestic airport retail stores in Charlotte, Chicago, Dallas/Fort Worth, Denver, Fort Lauderdale, Houston, Orlando, Newark, Ottawa, Philadelphia and various Mexico locations, Central America, South America and Caribbean

Port border stores in Belize, Cozumel, Puerto Progreso

1. 2.

3SixtyCorporate Highlights

CORPORATE PRESENTATION Our brand proposition11/02/2018

The PowerPoint document uses color, type and graphic assets in a variety of ways, resulting in a coherent branded presentation.


Reception area5.7

Use of the logo in three dimensional spaces requires good use of white surfaces and can benefit from a 3D extrusion of the logo along with good spotlighting.


Merchandise5.8

The brand identity works best when used with a lot of white space. Avoid creating merchandise with non-white colors and textured surfaces.

Water bottle

USB car charger

Bag


6.0 GRAPHIC ASSETS


6.1 The 'sweep' ............................................................ 34

6.2 Styling imagery ...................................................... 35

6.3 Iconography ........................................................... 36

343Sixty Brand Guidelines v1.0 343Sixty Brand Guidelines v1.0 GRAPHIC ASSETS

The 'sweep'6.1

Master sweep Formation 1

Formation 2 Formation 3

The sweep graphic device illustrates that the business is constantly evolving and improving, looking outwards and scanning for opportunities.

It is a dynamic and flexible asset that can be used in a variety of formations.


Styling imagery6.2

(1) Master sweep

(3) Image mask

(2) Image

(4) Final result

Combining our graphic style and relevant photography means that both can exist in harmony, giving us a bespoke way of portraying imagery.

Follow the stages (right) to achieve this method.

(1) Start by placing the sweep within Adobe Photoshop

(2) Select desired image

(3) Mask the image within the sweep, enlarging and repositioning where appropriate

(4) Set image mode to 'Soft Light' and reduce opacity to 60% (this value will depend on the image itself, and the amount of light and dark areas present). Finally, position the focal point of the image in the upper section, above the 45º angle

GRAPHIC ASSETS


Iconography6.3

The icons use the gold color gradient within the keylines.

They are simple in formation and should be used to visually represent key areas of content within presentations and sales decks.

More iconography will be available as the brand continues to develop.

GRAPHIC ASSETS

DFASS. REDEFINED.

T +1 305 654 9200 Ext: 1217E [email protected]

CAROLYN MARIANISenior Vice President, Marketing & Vendor Relations

For any inquiries please contact:

3sixtydutyfree.com

This guideline document and a selection of assets are available online in the 3Sixty Dropbox folder.

Documents

3 10 1 DFASS. REDEFINED. · 3 10 4 To more accurately reflect our role as a travel retail disruptor and innovator, we have redefined DFASS to become 3Sixty. The new name and logo