OVERVIEW

Our brand presents our airport to the world and is a core part of building our reputation.

This brand style guide should be utilized when producing Naples Airport (APF) branded collateral. It outlines the elements which make up the Naples Airport brand, and provides different examples of how they can be applied.

The success of our brand is dependent on how well we adhere to these guidelines. Following the guidelines contained in this manual ensures that we present a clear and consistent identity to the public.

Please refer to this brand book when developing any branded items and if you have any questions, contact Zachary Burch, Senior Community Outreach and Communications Manager, at zburch@flynaples.com.

BRAND AND VALUES

BRAND

VALUES

OUR PURPOSE

Connecting people to Naples through an exceptional airport experience.

CUSTOMER SERVICE VISION

We strive to create a lasting impression of excellence through quality service and state-of-the-art facilities.

LOGO

BRANDED HOUSE

The Naples Airport is a branded house. A branded house is a common form of brand architecture where a company’s different sub-brands are marketed under one parent brand. For the Naples Airport, our main parent brand is the Naples Airport. Within the Naples Airport, we have four sub-brands: Naples Airport Authority, Naples Aviation, Naples APF Cares, and Please Fly Safe, Fly Quiet. Our sub-brands consist of different initiatives and services offered by the airport. The logos of our parent brand and sub-brands are united by our official brand mark, primary brand colors and main fonts.

LOGO

The Naples Airport’s primary logo invokes a tropical ambience that highlights the airport’s connection to the Paradise Coast of Florida.

BRANDMARK

The focal point of our logo is our brandmark which consists of a palm tree overlooking a sunset at the beach. By applying the brand mark in a consistent manner, it strengthens the recognition and visibility of our brand.

LOGO VARIATIONS

NAPLES AIRPORT

Branding used as the umbrella identity for all public-facing content and communications.

NAPLES AIRPORT AUTHORITY

Branding used in official airport business, such as meetings with the Board of Commissioners.

NAPLES AVIATION

Branding used for customer-facing materials and interactions.

NAPLES APF CARES

Branding used for internal communications directed at Naples Airport (APF) staff.

PLEASE FLY SAFE FLY QUIET

Branding used for customer-facing materials and interactions, encouraging customers and tenants to observe curfew hours.

BRANDMARK

Brandmark used as the umbrella identity for all public-facing content and communications.

LOGO USAGE

CORRECT USES

Branding used as the umbrella identity for all public-facing content and communications.

INCORRECT USES

Branding used in official airport business, such as meetings with the Board of Commissioners.

COLORS

PRIMARY COLOR PALETTE

The primary colors are a core component of the airport’s branding. A combination of two or more primary colors must be present in collateral created for the airport. Pantone 536 blue is our main color that should be used in all communications to uphold brand consistency.

SECONDARY COLOR PALETTE

Secondary colors are used to complement our primary colors. These colors are typically used for small decorative elements and text highlights. Secondary colors can not be used as the dominant colors in collateral.

TYPOGRAPHY

MARKETING TYPOGRAPHY

Fonts that are used in printed and digital communication materials such as PowerPoints, magazine ads, flyers, banners, etc.

WEB TYPOGRAPHY

Font that is used for the website.

REPORTS TYPOGRAPHY

Font that is used in internal reports and communication materials.

TYPOGRAPHY GUIDELINES

For writing materials, follow the guidance of APA language guidelines in general. Below are some notable grammar rules to keep in mind.

Capitalization
• The airport’s brand names and job titles should have the first letter of each word capitalized (e.g., Board of Directors, Executive Director, Naples Airport Authority, Naples Aviation, and Naples APF Cares,)
• Acronyms should have all capitalized letters (e.g., APF). Before using an acronym, you must provide the full words used in the acronym. For example, National Air Transportation Association (NATA).
• When referring to “the airport”, you do not have to capitalize airport unless it’s the full title “the Naples Airport.”

Punctuation
• En dash (–) is used to represent a span or range of numbers, dates, or time.
• Hyphens (-) should be used for hyphenated compounds such as in-person.
• Use a serial comma when writing out several items (e.g., terminal, runway, and parking lot.)

Numbers
• Use numerals to express numbers 10 or above (e.g., 11, 23, 256).
• Write out numbers as words to express numbers up to nine (e.g., three, seven, eight).

Dates and Times
• Months should be written out for news stories/captions (e.g., November, December, January).
• Months can be abbreviated for graphs or charts (e.g., Nov., Dec., Jan.).
• Times can be written in the following format 10:00 am – 7:00 pm or 10:00 a.m. – 7:00 p.m.

IMAGERY

Imagery used for the Naples Airport should convey the feeling of luxury travel and relaxation. Our images consist of the airport, APF staff, pilots, tenants, planes, and the greater Naples region.

IMAGE GUIDELINES

A majority of the photos used should be original images from the airport.
If stock photos are used, be mindful to avoid showing commercial planes, or identifiable subjects (landmarks, people, animals) that are not found in Naples or Florida.
Use images that have bright colors, low saturation, or pastel colors
Make sure that images have a high contrast in texture and design
Maintain clean, consistent editing with consideration to the saturation of specific colors

DESIGN ELEMENTS

PALMS

The palm leaf is used as decorative background element in collateral materials. This element is typically used with varying degrees of transparency.

ICONS

Icons are used to add a pop of color and vibrancy in collateral materials. Icon outlines should maintain a line weight of 1pt – 2pt; avoid using overly thick strokes for icon elements. Icons should be easy for your audience to comprehend.

SET 1

Only use icons with an outline, no fill. Line weight should be 1pt – 2pt.

SET 2

Outlined gray icons within a white circle with a color outline. Outer white circle with 360 shadow effect.

SET 3

Outlined icons on 3D white circle with bottom shadow effect.

GRADIENTS

ORANGE GRADIENTS

The use of the orange gradient should be limited to decorative elements in collateral, it should never be used as the main element. The orange gradient is meant to add a pop of color to marketing materials and should be limited to line elements, small curves and important titles.

BLUE GRADIENTS

The blue gradient should only be as a transparent background element overlayed in front of an image.

WHITE GRADIENTS

A white gradient that fades to transparency can be used over pictures to create an airy, clean look.

INTERNAL BRANDING

PATTERNS

USE ONLY FOR EMPLOYEE BRANDED MATERIALS

The following patterns are only for internal use and should not be used in branding elements presented to the public. The patterns are designed to invoke a a fun, tropical feel. The patterns can be used for stationary, flyers, promotional items, etc.

EXAMPLES OF USE

BRAND IN ACTION

STATIONARY

In this example, we use the orange gradient subtly as a background element inside the envelope. The envelope is primarily blue with a palm leaf as a decorative element.

SOCIAL MEDIA

The visual style for our social media channels consists of clear, high quality pictures with pastel colors and Serependity font as a decorative element.

NEWSLETTERS

In this example, the newsletter uses imagery with a white transparent background and a thin gradient curve is used as a design element to make the graphic pop.

PRESENTATION TEMPLATES