Sep 12, 2011read the 15 comments
easyGroup Brand Manual
Can’t stand the cattle-herding at boarding, but love it or loathe it, easyJet has one of the most distinctive airline identities to be seen.
easyJet livery photo by Christopher Doyle
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Our visual identity, known as the ‘Getup’, is an essential part of the easyJet Brand Licence and is cast in stone!
It is defined as:
(a) white lettering on an orange background (Pantone 021c on glossy print materials; on other surfaces the nearest practicable equivalent) and
(b) in Cooper Black font (not bold, italics, outline nor underlined), the word “easy” in lower case, followed (without space) by another word, only the initial letter of which is capitalised
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Excerpted from easyGroup’s brand manual (link downloads a PDF).
15 appreciated comments, click here to add one
Sahadev
One of the best brand guideline manuals I’ve seen.
Sep 12th, 2011
vukan
Don’t like it, but it is distinctive indeed.
Sep 12th, 2011
kr
Loathe it.
Sep 12th, 2011
cherie
Cooper? It does not fit well with an airline. This font reminds me of a circus.
Sep 12th, 2011
Robert
The only company that I am comfortable seeing use Cooper Black is Payless Shoesource. This just feels completely out of place.
Sep 12th, 2011
Peter
@cherie I understand where your coming from. It is not the first letter of choice that comes to mind when designing an identity for an airline. But as easyJet is a lowbudget airline I think Cooper Black is a good choice.
Sep 13th, 2011
David Buchanan
Great example of branding done well. Not only in terms of its core airline business but in the extension branding of its subsidiaries.
Sep 13th, 2011
Jan
Isn’t Cooper Black on Tootsie Rolls?
Sep 13th, 2011
Shaun Hensher
I dunno. I don’t think it would have been my first choice. I guess it’s ok considering it’s a low-budget line, but at least they could have taken a little more care in the kerning of “easy J et” in the brand manual.
Sep 13th, 2011
Dragos
I`m starting to think that Cooper Black is turning itself into the new Comic Sans. Where I`m from, businesses ranging from pastry to security companies use this typeface in their identity. I loved Cooper Std from the moment i saw it on my canvas in Photoshop, but today, i feel that it is used so improperly and i don`t know why, but I`m beginning to hate it.
What do you think David, is Cooper Black suitable for an Airline company or for Circus posters and Tootsie Rolls?
Sep 14th, 2011
David Airey
Spied that, too, Shaun. Sloppy.
Dragos, I think for what easyJet tries to be, it’s appropriate. Warm, friendly, reassuring. It’s one of those typefaces that’s stronger shown large than small. So it’s better when used as a wordmark on the side of a plane than for any type of body text (hence the Futura Book). I wouldn’t say it’s appropriate for a higher class of airline, though.
Sep 14th, 2011
Lee Newham
It’s entirely appropriate for Easyjet. Confident, loud, simple, makes the most of the names which is the most distinctive element. I don’t love it’s but it’s entirely right.
Sep 14th, 2011
Kelly
I love the simplicity of the brand and how solid the identity is, making it a really ‘easy’ brand guideline to follow. Of all aeroplanes, easyJet is one of the most identifiable.
Sep 15th, 2011
Jimmy
The overall feeling of the brand and manual appears to me as loud and amateurish. It reminds me of the UK TV show “Come fly with me”. I had to laugh a bit when I saw what the “serial entrepreneur” of easyJet looked like, and his resemblance to the character on the TV show.
Sep 23rd, 2011
Jonjo
Jimmy, what do you think ‘Come Fly With Me’ is spoofing? You reckon it’s coincidence…?
Dec 19th, 2011
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