QATAR AIR

Brand Book
 Reinvigorating Qatar Airways

The Idea
Reinvigorating the brand meant exploring those truths that represent Qatar’s
Pride, Culture, Opportunity and Spirit. An updated identity also had to
convey these truths while capturing the optimism and sense of possibility that
are uniquely royal and very Qatar.

The Challenge
Reimagine the look and feel to better represent its comprehensive business
model , After two decades of flying under the same logo and livery, Qatar
Airways was ready for an identity that its customers would see on planes but
also feel in a more meaningful way, across a variety of experiences the world
over. To introduce a sense of optimism and possibility was key.

The Solution
Building upon the powerful idea of optimism and possibilities, we developed
a new logo, livery, and visual style that are elegant and simple, yet welcoming
and engaging.

The updated look and feel honors the airline’s heritage while capturing the
timeless spirit of modern Qatar.

Prepared 31/08/15 by Sooraj Seshan

Qatar Air Brand Book Qatar Air Brand Book

0.1 Logo Specifics

0.1.1 Logo Sizes
0 Contents 0.2 Typography
0.2.1 Typeface Details
0.2.2 Typography in Use
0.3 Colour Specifications
0.4 Logo Sizes
0.5 Logo Styles
0.6 Stationary Specifics
0.7 Experience
Qatar Air Brand Book Qatar Air Brand Book

The new logo is inspired by the company’s heritage and incorporates

colors and elements associated with Qatar.

A re-imagined logo called the Oryion Symbol evokes the iconic national
animal of Qatar. The Oryx, brought to life in refreshed shades of Grey
and Magenta. Together, they reflect a more modern, elegant and

0.1 Logo Specifics

welcoming spirit.

The triangle pointing upwards is

+
contructed on the lines of the climb
angle of an aircraft. It also symbolises
upward and forward movement.

Logo Construction

Green lines indicates overall contructions

for the logotype and logomark. The logo
is based on the Arabian oryx, national
animal of Qatar.

The logo is constructed with a series of

circular loops which intersect to form the
shape of the oryx head etc.

Yellow triangular form completes the

positioning layout and proportions of the
logo.The significance of the triangle as
its is the most solid shape as well as an
indication of moving upwards and
depicts progress.
 Qatar Air Brand Book Qatar Air Brand Book

Logo Clear Space

Grey stripped area

indicates Safe Zone. Other
graphical and visual
elements can be safely
positioned up to the y*2

0.1.1 Logo Specifics

adjoining Blue area.

Blue indicates Clear Space.

The blue area must be kept

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free of all other graphical
and visual elements.

The minimum required

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Clear Space is defined by
the measurement ‘X’ (equal
to the height of the

1234567890…
uppercase letters, known
as the ‘cap-height’. The y*2
width is equal to the
height.)
Qatar Air Brand Book Qatar Air Brand Book

0.2 Typography FUTURA

When to Use:
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
Futura is used for: Qatar
Air, and is also used in
promotional materials.
1234567890!@£$%^&*()

QATAR AIR
 Qatar Air Brand Book Qatar Air Brand Book

The Typeface Family Only one font styles is used The Futura family consists The huge variety of font
for the logo, and it is from of 5 typeface widths: Each weights and widths will
the typeface family: Futura. of the 5 type widths ensure immenense
contains 10 fonts: flexibility, and consistency
5 weights and 5 italics. for the future growth of the
Qatar Air identity.

0.2.1 Typeface Details

ABCDEF
When to Use:

Futura is the primary font

used for the logotype/logo .

It can also be used as the

abcdef1234567
standard when stronger
emphasis is needed, such
as in: stationery, website
design, brochures and all
forms of general
correspondance.

ABCDEFGHIJKLMNOPQRSTUVZXYZ
abcdefghijklmnopqrstuvwxyz
1234567890!@#$%^&*()

When to Use:

Futura is to be used for all

other forms of standard
body text, ranging from:
QATAR AIR
Qatar Air
stationery, website design,
brochures and all forms of
general correspondance.

The Arabic Script which

represents Qatar is from the
orignal typeface and logo .
 Qatar Air Brand Book Qatar Air Brand Book

HEAD TYPE - Futura Medium - 25 pt

TITLE TYPE - Futura Bk - 18 pt

0.2.2 Typography in Use Body Type - Futura Bk - 13 pt

Body Type - Futura Light - 13 pt

Too many type sizes and styles at once can wreck any layout. A typo-
graphic scale has a limited set of type sizes that work well together along
with the layout grid.

These sizes and styles were developed to balance content density and
reading comfort under typical usage and print conditions.

Heading type size ÷ Body font size = 1.96

The overall value, then, is 1.96. This means that when you have chosen
a font size for your body copy, you may want to multiply it by 2 to get
your heading font size. This, of course, depends on your style; the rule of
thumb won’t necessarily give you the optimal size for your particular
design. Another option is to use a traditional scale (6, 7, 8, 9, 10, 11,
12, 14, 16, 18, 21, 24, 36, 48, 60, 72) or the Fibonacci sequence (e.g.
16 – 24 – 40 – 64 – 104) to get natural typographic results.
Qatar Air Brand Book Qatar Air Brand Book

0.3 Colour Specifications Pantone P 77-8C

PROCESS C38% M100% Y42% K19%

SCREEN R142 G0 B83
WEB HTML #8E0053

Pantone P 172-4C

PROCESS C51% M43% Y33% K3%

SCREEN R133 G133 B145
WEB HTML #858591

QATAR AIR
Qatar Air Brand Book Qatar Air Brand Book

0.4 Logo Sizes

QATAR AIR

QATAR AIR

QATAR AIR

QATAR AIR

QATAR AIR
Qatar Air Brand Book Qatar Air Brand Book

Primary Full Flat Colour

This is the primary logo to

QATAR AIR
use, This is your main go-to
version of the logo, except
for limited exceptions below.

0.5 Logo Styles This is the flat colour version,

and can be used in
environments that might

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require a cleaner aesthetic.

abcdefghijklm… Solid White

1234567890…
The solid white version is

QATAR AIR
only to be used for some
forms of black/white
commercial printing
applications.

Solid Black

The solid black version is

only to be used for Fax, and
some forms of black/white
commercial printing
applications, such as local
newspapers etc, where
course halftones screens are
used.

Social Media

There 2 versions of the

Social Media profile image.
Each are saved with
Transparent backgrounds.

The 1st one can be used for all round & The 2nd one is for circular profile
square cornered profile destinations, destinations, such as: Google+,
such as: Twitter, Facebook etc, and is Instagram etc and as such does not
placed within a container (shown as come inside a container.
cylan & magenta keylines).
Qatar Air Brand Book Qatar Air Brand Book

When applying the new logo in a Standard U.S. size (8.5” x 11”) letterhead format,
logo configuration placement is in the upper right hand corner of the page with edge
of page distance is indicated in example below.

Standard U.S. - 8.5” x11”

0.6 Stationary Specifics QATAR AIR

Qatar Air

ABCDEFGHIJKLM…
Tower 1, Airport Road, Doha
22550, Qatar.
Tel: +974 4-449-6666
Space = 0.85 in
+974 4-449-6000

Space = 0.85 in
QATAR AIR
abcdefghijklm… QATAR AIR
Space = 0.565 in

1234567890…
Qatar Air
Qatar Air
Tower 1, Airport Road, Doha
22550, Qatar. Tower 1, Airport Road, Doha
Tel: +974 4-449-6666
+974 4-449-6000
22550, Qatar.
Tel: +974 4-449-6666
+974 4-449-6000

When applying the new logo in

QATAR AIR a Standard U.S. Business Card
Qatar Air
Tower 1, Airport Road, Doha
22550, Qatar.
size (2” x 3.5”) format, logo
configuration placement is in
Tel: +974 4-449-6666
+974 4-449-6000

the upper right hand corner of

the page with edge of page
distance indicated in Example
 Qatar Air Brand Book Qatar Air Brand Book

The logo debuts alongside a

bold, new livery. With proud
curves and a silver body, the
livery expresses Qatar’s origins,
but also the spirit of modern
Qatar : innovative, progressive
and open to the world.

0.7 Experience

The updated look and feel of

the Premium class cabins
honors the airline’s heritage
while capturing the timeless
spirit of modern Qatar.
Qatar Air Brand Book Qatar Air Brand Book

I developed new onboard

materials for every cabin of
service, infused with a sense
of weightlessness and optimism
that captures the wonder of flight.

“Reimagining the Qatar brand meant

updating its logo and livery, but also
revisiting the entire experience of flight.”
 Qatar Air Brand Book Qatar Air Brand Book

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1234567890…

Inspired by the new look, we developed a suite of environments tailored to

travelers in every cabin. Working in concert with a clearer signage system and
more deliberate approach to airport terminals and premium check-ins, the
result helps customers feel engaged, understood and at ease.
Prepared 31/08/15
Sooraj Seshan