Charting the Course with a Unique Take on the Traditional Brand Guidelines Book
JetBlue has always taken an unconventional approach to the airline industry and that attitude was echoed in the JetBlue brand guidelines book that DATAGRAPHIC was asked to produce. Featuring a detached wrap-around cover plus unbound pages held together with brass screw-posts, the piece itself spoke to the independent firebrand’s commitment to thinking outside the book box.
How we produced this unique brand guidelines book.
Digitally printing the cover and interior pages made the client’s small production run more affordable and also allowed for quicker turnaround time. The cover was laminated with a matte film to provide a smooth finish and was then wrapped over a rigid book board giving the whole book a solid feel.
Brass screw posts were sourced and fastened to bind the interior pages, similar to how old mechanical service manuals would use. Those helped drive home both an air of “officiality” as well as to tie the book-as-object to the mechanical nature of air travel. Nothing, of course, that a marketer or designer who might reference this book would be working on. However, as this brand guidelines book is the first point of contact for anyone who will be communicating Jet Blue’s values to prospective customers, we thought those touches were perfectly on-brand.
Why DATAGRAPHIC excels at producing such elaborate brand guidelines books.
To us, brand guideline books are among the most important assets that a company can produce since they offer a blueprint for how a brand and its image should be executed. Having produced our own such guidelines, we steward these types of projects with the utmost care and attention to detail. These brand guideline books are a testament to our commitment and work ethic that is evident in every project that rolls off our presses.
Photos: AKANYC