WestAir
Brand Guidelines
Vol. 1.0, 2023-24
Goodwill
Accountability
Selflessness
Equality
Sustainability.
These guidelines intend to bring the WestAir brand to life; a visual identity inspired by our heritage and driven by the rugged individualism that’s embedded in every location. This system balances the consistency we need with the flexibility that regions deserve; there are boundaries when we create however the margins aren’t meant to stop “exceptional” --
-- they simply frame it.
Logo
The WestAir logo is the most important of our core brand identity elements. Consistent clearspace, sizing, color usage, and placement keep the logo recognizable throughout every application.
Copyright
Keeping it stupid simple (K.I.S.S.), we developed the following basic rules to follow for determining proper copyright usage throughout our various mediums -- ALL printed applications (letterhead, fleet vinyls, etc.) will be copyrighted; digital (web, social, email, etc.) and embroidery (uniforms) will go without copyright. However, we will use one (1) protected mark on every digital platform.
Clearspace
When placing the logo, it's important that it's given enough space from the margins and other elements on the surface it's presented on. The clearspace principle derives from the size of our "Spark" (Icon) -- 1:1 ratio on ALL sides.
Co-branding
When we collaborate or partner with other brands, we have developed the following system for co-branding -- and we're not always needing to steal the spotlight. Either WestAir leads, or the collaborator leads. Both options are ok. Depending on the surface the logos are visible on, we can choose between horizontal and vertical lock-ups, as well as, monochromatic treatments.
Sizing
Our logo is designed to work at all sizes -- What's 82in. for bulk tanks can be re-sized to 17.5in. for the Carbomax 750L beverage microbulk tanks. The minimum logo size however, is set to a height of 15px, ensuring proper legibility. There is no set maximum size. If you go big, always remember to follow the rules of clearspace and request a proof is something doesn't already exist.
Color
The WestAir logo should only be used with black, white, and our brand colors ("Castiglione" Orange). Orange and white are the primary usage, but it's also allowed to practice our Chameleon Principle, when the logo is presented in split view with a color block or photograph.
Media
When applying our logo on print and digital media (collateral, photo, video, etc.), always ensure enough contrast between logo and image to make it clear, crisp and legible.
Logo Placement
Our logo placement system is simple and clear, but has enough flexibility to accomodate various content. When placing the logo, strictly use one of the alignments below.
Primary Logo Placement
Top left + right
Secondary Options
Bottom right
Bottom right (Stencil-Vertical*)
Icon (@westairgases)
Our social media avatar is designed to stand out on any social media platform. Since it's almost always connected to our username, it's allowed to use only the logo icon or "Spark", creating a strong and recognizable brand mark for years to come -- Equally spaced for round and square options*
Favicon
Following the same principles as our @westairgases logo, WestAir's favicon is designed to stand out in a jungle of other app/browser icons -- Convert PNG to ICO between 16x16px to 96x96px*
Misuse
Our logo should always be treated with love and appear consistent throughout all surfaces. It should not be reimagined, tampered with, or modified in any way. Below are some examples of what not to do -- Seriously, don't do it.
Do not distort the logo
Do not place the logo vertically
(Hover for correct usage*)
Do not tilt or rotate the logo
Do not apply a color
to the logo and place it
on a colored background
Do not modify our clean black
or clean white color
Do not apply black logo on
a dark background
Do not apply stroke to the logo
Do not outline the logo
Do not apply drop shadow
Colors
Our primary colors are simple and clean, with a clear accent color to stand out on any surface where we need immediate attention. We also have access to a colored rainbow, used solely when we provide city- or nation specific content. The colors provide no frills, they have good contrast for web content accessibility guidelines and they let the content breath in a calm, but precise enviroment.
Primary Colors
Our primary colors are black, white and "Castiglione" orange. Simple and clean, with a clear accent color to stand out on any surface where and provide immediate positioning from global brands.
Black
Castiglione
White
Secondary Colors
We also have access to a bright rainbow including the primary colors from NFPA Diamonds (Caution).
Krew
Saylor
Mia
Olivia
Isla
Caution
Madden
Camilla
Monochromatic Rainbow
For more subtracted desgins, we have a collection of greys, ranging from light to dark.
Light Grey 1
Light Grey 2
Light Grey 3
Neutral Grey
Dark Grey 1
Dark Grey 2
Dark Grey 3
Colored Backgrounds with Logo
Below are the different color combinations allowed to use when combining our logo with our brand colors. Follow these guidelines to ensure consistency across all mediums.
Colored Backgrounds with Type
Below are the primary color combination to use when combining our typography with our colors.
Misuse
Our colors should always be treated with respect and appear consistent throughout all formats. The colors should never be reimagined, tampered with, or modified in any way. Below are some absolute no-no's -- including colored logos on colored backgrounds. Lean into monochromatic.
Blue on purple
Do not place a colored logo
on a colored image
Typography
Straight-forward with a clear, strong and polished voice. It never takes anything away from the topics we talk about. Our typeface is called PP Mori — a variable font family carefully crafted & designed for computer screens. It features a tall x-height to aid in readability of mixed-case and lower-case text.
Brand Typeface
Our brand typeface is called PP Mori -- WestAir owns a perpetual blanket license that covers all formats (Incl. web, social, print). PP Mori (16 weights) is a variable font family carefully crafted & designed for computer screens yet adaptable for large-print format. It features a tall x-height to aid in readability of mixed-case and lower-case text. Several OpenType features are provided as well, like contextual alternates that adjusts punctuation depending on the shape of surrounding glyphs, slashed zero for when you need to disambiguate "0" from "o", tabular numbers, and much, much more. Curious for more information, visit Pangram Pangram type foundry.
Sample Glyphs
Below are an overview of some PP Mori glyphs.
ABCČĆDĐEFGHIJKLMNOPQRSŠTUVWXYZŽabcčćdđefghijklmnopqrsštuvwxyzžАБВГҐДЂЕЁЄЖЗЅИІЇЙЈКЛЉМНЊОПРСТЋУЎФХЦЧЏШЩЪЫЬЭЮЯабвгґдђеёєжзѕиіїйјклљмнњопрстћуўфхцчџшщъыьэюяΑΒΓΔΕΖΗΘΙΚΛΜΝΞΟΠΡΣΤΥΦΧΨΩαβγδεζηθικλμνξοπρστυφχψωάΆέΈέΉίϊΐΊόΌύΰϋΎΫὰάὲέὴήὶίὸόὺύὼώΏĂÂÊÔƠƯăâêôơư1234567890‘?’“!”(%)[#]{@}/&\<-+÷×=>®©$€£¥¢:;,.*
ABCČĆDĐEFGHIJKLMNOPQRSŠTUVWXYZŽabcčćdđefghijklmnopqrsštuvwxyzžАБВГҐДЂЕЁЄЖЗЅИІЇЙЈКЛЉМНЊОПРСТЋУЎФХЦЧЏШЩЪЫЬЭЮЯабвгґдђеёєжзѕиіїйјклљмнњопрстћуўфхцчџшщъыьэюяΑΒΓΔΕΖΗΘΙΚΛΜΝΞΟΠΡΣΤΥΦΧΨΩαβγδεζηθικλμνξοπρστυφχψωάΆέΈέΉίϊΐΊόΌύΰϋΎΫὰάὲέὴήὶίὸόὺύὼώΏĂÂÊÔƠƯăâêôơư1234567890‘?’“!”(%)[#]{@}/&\<-+÷×=>®©$€£¥¢:;,.*
Weights & Sizing
PP Mori comes in three selected main cuts: PP Mori SemiBold (600), PP Mori Book (300) and Inter Semi-bold (600). All have associated italics. Throughout the visual identity, PP Mori (600) is utilised the most. IBM Plex Sans (400) is used for body type to maximise legibility.
When establishing the typographic system, strive to keep the styles divided by 8. 16, 24, 48, 72, etc. It's important that all designs have an inner logic that provides a clear system to the design.
H1 — PP Mori (600)
Size: 6.25 vw
Line Height: 0.8 vw
Letter Spacing: -2.3 px
Space Below: 0 vw
Service worth
rallying around.
H2 — PP Mori (600)
Size: 3.75 vw
Line Height: 0.95 vw
Letter Spacing: -2.3 px
Space Below: 0 vw
Service worth
rallying around.
H3 — PP Mori (600)
Size: 1.5 vw
Line Height: 1.1 vw
Letter Spacing: 0.8 px
Space Below: 0 vw
Service worth rallying around.
H4 — PP Mori (300)
Size: 1.5 vw
Line Height: 1.1 vw
Letter Spacing: 0.8 px
Space Below: 0 vw
Service worth rallying around.
Body — IBM Plex Sans (400)
Size: 1.0 vw
Line Height: 1.25 vw
Letter Spacing: 0 px
Space Below: 0 vw
WestAir was founded with rugged individualism and a bold objective: To provide unparalleled customer experiences as the most trusted independent distributor of gases and equipment. Our vision?
We believe our products have the ability to help vital industries change the world.
Alignment
Large typography should always be left-aligned or centered. It should never right-aligned or justified.
Smaller typography should always
be left-aligned. Never centered,
right-aligned or justified
Licensing
These fonts are licensed under the PP Mori Font License. This means, that you can use PP Mori freely in your products & projects — print or digital, commercial or otherwise. This isn't legal advice, please consider consulting a lawyer and see the full license for all details -- includes: Print, Web, Social, and Logo protection, in perpetuity (Established in January 2023*)
Misuse
Below are some examples that should always be avoided when setting typography. There will most definitely be occasions where type issues arises, that isn’t shown in the examples below. In these cases, refer to the guidelines and be as logical as possible. Try to find solutions that feels consistent and correct with the overall brand aesthetic.
Editorial
For people to actually listen, we are driven by substance in our brand communication. We aim to communicate only interesting topics for our target audiences. When we talk, we speak clearly. We write in short sentences, with a clean and thoughtful language.
Brand Values
WestAir was founded with rugged individualism and a bold objective:
To provide unparalleled customer experiences as the most trusted independent distributor of gases and equipment.
Our vision?
We believe our products help
vital industries change the world.
Tone & Characteristics
Altruistic
Bold
Friendly
Optimistic
Resilient
Purposeful
We are never:
Self-concerned
Timid
Unfavorable
Negative
Inflexible
Unresolved
Sarcastic
Political
Wrong
Sloppy
Our focus?
Goodwill
Accountability
Selflessness
Equality
Sustainability.
Misuse
Never try to be sarcastic, funny, politically charged, negative, or sloppy. Always use correct grammar and spelling. Be careful with punctiation and with excessive use of exclamation points, question marks, and elipses because it's just extra work without providing value to the reader.
Digital
Venturing enthusiastically into the digital foray is an important part of our brand's vision. Our email signature and business card principles are flexible to support regions while honoring brand consistency.
Email Signature
There are two (2) signature templates -- one for executive and sales teams, and one for general use. Both templates are not customizable outside of the standards outlined in the SOP below* If you have questions or need support with establishing, or updating your signature, please Submit A Request.
Linq Cards
Supplementing our print business cards are the option for digital Linq cards -- Executive and Sales teams are encouraged to participate as the cards make it a one-stop-shop for our customers and prospects to save information and access helpful materials that allow us to better serve on the fly.
LinkedIn Banners
Administrative
Our corporate communication style relies simply on our logo symbol and aesthetic. By simplifying and better-presenting information, we make it easier for everyone to do business with WestAir.
Business Cards
Do you need to update your information or order more business cards? Submit A Request.
Presentation Materials
Click the button below to download a .zip file of presentation materials. Need support or copyediting of something you created from a template? Submit A Request.
Operations
Our operations department spans a majority of the company and ranges from retail and facilities to the rolling fleet and static assets --these applications are what we'll rely upon to build brand reputation and further separate us from competition.
Facilities (Retail, Shop, & Lab)
Ready to update your location? Please Complete a Site Audit to start the process. And if you're needing specific signage, please download the .zip file to explore our sign templates and make a request for custom signage via Submit A Request portal.
Fleet (Trucks, Tractors, Trailers, & Incomplete Vehicles)
Our rolling fleet is a beacon of the brand -- trekking both urban and rural paths and creating the positive awareness to new customers across all regions. Please download the Fleet Proofs .zip file by clicking below. And if you're needing to update branding on an asset, please email Liz Marquez (lmarquez@westairgases.com), Fleet Admin, to begin the process of requesting, producing, and installing vinyls from these approved proofs.
Have an idea you'd like to share? Let us know via the Submit A Request portal.
Assets (Cylinders, Packs, Liquid Cylinders, & Microbulk/Bulk)
Our gas package types support businesses across a variety of industry verticals, and are the branded items directly at the gas application-level. Please download the "Assets Proof" .zip file by clicking below. And if you need a custom proof for an asset not outlined in this version, please Submit A Request for immediate support.
Uniforms
Uniforms
We're currently finalizing the details of a comprehensive unform program partnered with UniFirst -- both direct purchase and the uniform rental program will supplement our 300+ employees and make ordering a breeze.
Click the button below to bookmark the login portal. Once you're given access, orders can be received and approved on a per manager basis.
In honor of our founder, Andy Castiglione Sr., and made with love by the WestAir® marketing department in 2024.