APRIL 2014

BRAND STYLE GUIDEDELTA FLIGHT MUSEUM: BRAND STYLE GUIDECONTENTS
LOGO...................................................................................................... 1LOGO USAGE.. ...................................................................................... 2
CLEARANCE................................................................................... 2
SIZING............................................................................................ 2
MISUSE........................................................................................... 2
COLOR PALETTE.. ................................................................................. 3
FONT..................................................................................................... 4
SPONSOR LOGO LOCK-UP.. ............................................................ 5-6
HISTORIC DELTA LOGO USE.. ............................................................. 7DESIGN SAMPLES............................................................................ 8-9
MERCHANDISE SAMPLES................................................................. 10
TERMINOLOGY: FILE & COLOR FORMATS.. ..................................... 11
WHERE CAN I GET A LOGO FILE?.................................................... 12

DELTA FLIGHT MUSEUM: BRAND STYLE GUIDE

1LOGO

SINGLE COLOR

It is preferred that the Delta Flight Museum (DFM) logo be used in full color,
as shown below. However, select single color versions are acceptable, asshown to the right.

FULL COLOR100% Pantone 654

Triangle and wings print in
Pantone 652
Lower widget prints in
Pantone 186

Upper widget, wing drop
shadow, TM and circle
print in Pantone 654

100% BlackThe DFM logo is shown below in solid white on a color background. The color backgrounds shown below are examples, and it
is preferred that the logo appear in white only against one of the colors from the official Color Palette shown on page 3.
However, it is permissable to use a background color other than the official color palette provided that the color is dark enoughto provide a suitable amount of contrast to make the logo legible.

The full color version of the Delta Flight Museum logo
prints in Pantone 654, Pantone 652 and Pantone 186.
Solid white on Pantone 654 background

Note:

The Pantone colors shown in this document are not 100% accurate, as they were not printed with actual Pantone inks.
Please refer to a Pantone Color Formula Guide for an accurate color representation.

Solid white on black background

Solid white on Pantone 186 backgroundDELTA FLIGHT MUSEUM: BRAND STYLE GUIDE2LOGO USAGE
CLEARANCELOGO MISUSE
Illustrated below are several examples of ways NOT to use the DFM logo. In aneffort to maintain the brand integrity, do not alter the logo from what you see on
page one of this brand style guide.

Never change the logo color.

Never alter the logo font.
In order to give the DFM logo maximum legibility and ensure that it will not
be obscured or diminished by other elements, please allow for an area ofclearance around the entire logo. The distance of clearance should be equal tothe height of the triangle as shown above.
Never alter the proportionsof the logo.

SIZING
1.5 INCHES

1 INCHThe DFM logo should not be used in any circumstance where the logo is shorter
than 1.5" wide or 1” wide (for the font only verison) as shown. Producing thelogo at a size smaller than these will jeopardize the integrity of the DFM brand.

Never place the logo over aphoto, textured background,or colored background where
there will not be a sufficientamount of contrast to makethe logo legible.

DELTA FLIGHT MUSEUM: BRAND STYLE GUIDE

3

COLOR PALETTEPRIMARY COLOR

PANTONE
654

CMYK = 100%C / 67%M / 0%Y / 38%K
RGB

= 0R / 61G / 121B

WEB= 003D79

TERTIARY COLORSPANTONE
291

CMYK = 37%C / 8%M / 1%Y / 0%K
RGB= 154R / 202G / 235B
WEB = A4D7F4PANTONE
632

CMYK =75%C / 26%M / 21%Y / 0%K
RGB= 55R / 151G / 182B
WEB = 3797B6

PANTONE
121

CMYK = 0%C / 14%M / 78%Y / 0%K
RGB= 255R / 215G / 86B
WEB = FFD756

PANTONE
423

CMYK = 0%C / 0%M / 0%Y / 44%K
RGB= 138R / 140G / 140B
WEB = 9FA1A4

PANTONE
1665

CMYK = 0%C / 68%M / 100%Y / 0%KRGB= 226R / 67G / 1B
WEB = F37321

SECONDARY COLORSPANTONE
652

PANTONE
186

Note:

CMYK = 50%C / 25%M / 0%Y / 10%K
RGB

= 115R / 153G / 198B

WEB

= 7399C6CMYK = 0%C / 100%M / 81%Y / 4%K
RGB= 227R / 24G / 55BWEB= E31837

The Pantone colors shown in this document are not 100% accurate, as they were not printed with actual Pantone inks.
Please refer to a Pantone Color Formula Guide for an accurate color representation.

DELTA FLIGHT MUSEUM: BRAND STYLE GUIDE

4FONT
PRIMARY FONTSECONDARY FONTThe Whitney font family is the primary font for the DFM and is an essential
part of its brand identity. Over time and through consistent use, the proper
font usage will help to strengthen the DFM brand.

The Calibri font family is the secondary font for the DFM and should
be used only when Whitney is not available.

WHITNEY LIGHT, LIGHT ITALICABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz

CALIBRIABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz

WHITNEY BOOK, BOOK ITALICABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz

CALIBRI ITALICABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz

WHITNEY MEDIUM, MEDIUM ITALICABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz

CALIBRI BOLDABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz

WHITNEY BOLD, BOLD ITALICABCDEFGHIJKLMNOPQRSTUVWXYZCALIBRI BOLD ITALICABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz

abcdefghijklmnopqrstuvwxyz

DELTA FLIGHT MUSEUM: BRAND STYLE GUIDE

5SPONSOR LOGO LOCK-UPHORIZONTAL FORMAT
When combining the DFM logo with a sponsorlogo, it is preferred that both logos have equalprominence. In order to obtain this balance, it
may be necessary to use the type version ofthe DFM logo (shown on the bottom of thispage) as opposed to the primary DFM logo.
Additional examples of proper usage andbalance are shown on page 6.

The sponsor logo and the DFM logo are separated
by a center line, which is a 1 pt. rule that prints inPantone 654. The height of the center line shouldbe equal to the tallest logo in the lock-up.

COMPANYLOGO
The two logos should be placed an equal distance fromthe center line. This distance should equal the width ofthe dark blue upper widget in the DFM logo.

The sponsor logo and the DFM logo are separated bya center line, which is a 1 pt. rule that prints in Pantone
654. The height of the center line should be equal to
the tallest logo in the lock-up.

COMPANYLOGO

DELTA FLIGHT MUSEUM

The two logos should be placed an equal distancefrom the center line. This distance should equal
the width of the letter “A” in “DELTA.”VERTICAL FORMATThe sponsor logo and the DFM logo
are separated by a center line, which isa 1 pt. rule that prints in Pantone 654.
The width of the center line should beequal to the width of the DFM logo.

COMPANYLOGO

The two logos shouldbe placed an equal
distance from thecenter line. Thisdistance should equal
the height of the dark
blue upper widget in theDFM logo.

The sponsor logo and the DFMlogo are separated by a centerline, which is a 1 pt. rule that printsin Pantone 654. The width of thecenter line should be equal to thewidth of the DFM logo.

The two logos shouldbe placed an equal
distance from thecenter line. Thisdistance should equal
the height of the letter“A” in “DELTA.”COMPANYLOGO

DELTA FLIGHT MUSEUM

DELTA FLIGHT MUSEUM: BRAND STYLE GUIDE

6SPONSOR LOGO LOCK-UP CONTINUEDLOGO MISUSE

PROPER USAGE EXAMPLES

Illustrated below are several examples of ways NOT to use the DFM sponsor logo
lock-up. In addition to these examples, adhere to the guidelines for proper use ofthe DFM logo.

DELTA FLIGHT MUSEUM

Never alter the DFM
brand colors to matchthe sponsor’s brand.

Never present thelogos with unequalprominence.

Never present thelogos without thecenter line.

Never alter the color ofthe center line.

DELTA FLIGHT MUSEUM

DELTA FLIGHT MUSEUM: BRAND STYLE GUIDE

7HISTORIC DELTA LOGO USE
Due to the historic nature of past Delta logos, it is not permissible to alter them in any manner.
If you need to use a particular logo, please contact Marie Force, Archives Manager, Delta Flight Museum at marie.force@delta.com
for assistance and approval. All historic logos can be found at deltamuseum.org.

1929

1930

1934 - 1951

1935

1945 - 1953

1953 - 1955

1955 - 1959

1959

1959 - 1965

1962 - mid 1960s

1962 - 1993

1976 Bicentennial

1985 - 1991

1987 - 1993

1993 - 1995

1995 - 2000

2000 - 2004

2004 - 2007

2007 - Present

DELTA FLIGHT MUSEUM: BRAND STYLE GUIDE

8DESIGN SAMPLES
Samples shown are not to scale.

TAD HUTCHESON
Chairman
Board of Trustees

1060 Delta Boulevard
Building B, Department 914
Atlanta, GA 30354-1989
P 404.715.8704
F 404.715.9733
tad.hutcheson@delta.com
deltamuseum.org
The Delta Flight Museum is a501(c)(3) nonprofit organization

Business Card/Front

The Delta Flight Museum
is a premier destination inAtlanta for visitors fromaround the world.
Explore history
Celebrate the peopleof Delta
Discover the futureof flight
Host your special event

Business Card/Back1060 Delta Boulevard
Building B, Department 914
Atlanta, GA 30354-1989

deltamuseum.org
Explore history • Celebrate the people of Delta • Discover the future of flight • Host your special event
The Delta Flight Museum is a 501(c)(3) nonprofit organization

Note Pad

1060 Delta Boulevard • Building B, Department 914 • Atlanta, GA, 30354 • P 404.715.7886 • F 404.715.2037 • deltamuseum.org
The Delta Flight Museum is a 501(c)(3) nonprofit organization

Letterhead#10 Business Envelope

DELTA FLIGHT MUSEUM: BRAND STYLE GUIDE

9The Delta Flight Museum is a 501(c)(3) nonprofit organizationdeltamuseum.org

DESIGN SAMPLES CONTINUED
Samples shown are not to scale.

THE BOEING 737-900ER

Note Card/Front
THE BOEING 737-900ER

Note Card/Front

Note Card/Backdeltamuseum.org
The Delta Flight Museum is a 501(c)(3) nonprofit organization

Note Card/Back

Note Card/Inside

DELTA FLIGHT MUSEUM: BRAND STYLE GUIDEMERCHANDISE SAMPLES
The examples shown here illustrate the application of theDFM logo to promotional merchandise.
N A M E:

When applying the DFM logo to promotional
items, please follow these rules:•	Always apply the DFM logo in one of theapproved colors.
• Maintain the quality and resolution of theDFM logo regardless of the production method(e.g., printing, embroidery).
• Never place the signature within a shape or on apatterned background.
• Size the DFM logo appropriately in relation to theitem for maximum visibility.
The selection and quality of promotional items
says a lot about our brand. Therefore, it is importantto select items that align with our desired
brand personality.
The examples shown on this page are fordemonstration purposes only.

10DELTA FLIGHT MUSEUM: BRAND STYLE GUIDE11TERMINOLOGY
FILE FORMAT
What is high-resolution?
A high-resolution (high-res) file is typically a file that is 300 dpi at 100% of the image size
needed. In general it's better to have a file that is too big rather than too small because you canreduce a file but not enlarge it. For instance, if you have an image that is 300 dpi, but only 0.5inches wide by 0.5 inches high, and you need to enlarge it to six inches by six inches, the pixels
won't hold and the image will become blurry.
What is a vector file?
A vector file is something that has been physically drawn on a computer with the use of points,
lines and curves (think logo design). It's the opposite of a raster file, which is composed entirely ofpixels (think photo). The advantage of a vector file is that it can be reduced or enlarged to any sizeand still retain a sharp, crisp appearance. A raster file will eventually pixelate and become blurrywhen it is enlarged too much.
EPS and Ai: A vector-based, editable file format created with Adobe Illustrator.
JPEG: A compressed raster image format primarily used for on-screen display. Cannot be reedited or scaled up arbitrarily without loss of quality.
GIF: A raster image format that is limited to 256 colors. Suitable for storing graphics with few
colors, such as simple diagrams and shapes. Cannot be re-edited or scaled up arbitrarily withoutloss of quality.
PNG: Similar to a GIF but it supports 16 million colors and allows for the display of transparent
backgrounds. It is a raster format that cannot be re-edited or scaled up arbitrarily without loss of quality.
When to use which file?
EPS and Ai: The number one choice for anything being printed. Also good for web-based graphics.
JPG: Great for web use, as well as Word, PowerPoint and Prezi.
GIF: Great for web and email use, as the file size is small.
PNG: Great for web and email use, as well as Word, PowerPoint and Prezi (this file format iscapable of having a transparent background).

COLOR FORMATCMYK: (Cyan, Magenta, Yellow, Black) - Think photograph or full-color magazine. Referred
to as process color or four color, it is used in most color printing. Most digital printing,including color copiers, use a CMYK format for color reproduction. CMYK can also be used
for traditional offset printing.
RGB: (Red, Green, Blue) - Think web/digital. This is the representation of color for display ofimages in electronic systems such as TVs and computers.
Pantone Matching System: (PMS) - Think business card or brochure. Pantone is an industry
standard system of inks developed so that a printer using Pantone 541 in Atlanta produces
the same color as a printer using Pantone 541 in Los Angeles. PMS colors are primarily usedin traditional offset printing.

DELTA FLIGHT MUSEUM: BRAND STYLE GUIDEWHERE CAN I GET A LOGO FILE?
To obtain the Delta Flight Museum logo file and for questions about logo use, please contact theMuseum staff at museum.delta@delta.com.

PRINTER INFORMATION
The preferred printer for Delta Flight Museum materials is Martino-White Printing, Inc.
Please contact Dennis Martino at dennis@martinowhite.com.

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