TCCoreIdentityManual.pdf

THOMAS COOK CORE IDENTITY MANUAL 1.4 2013-09-05
THOMAS COOK CORE IDENTITY MANUAL 1.4
2013-09-05
THOMAS COOK
CORE IDENTITY
MANUAL 1.4

2
Content
INTRODUCTION
1. THE SYMBOL – THE SUNNY HEART 3
1.1 The sunny heart 4
1.2 The sunny heart – usage 5
1.3 The sunny heart – forbidden 6
2. LOGOTYPE 7
2.1 Logotype 8
2.2 Logotype versions 9
2.3 Logotype – forbidden 11
2.4 Logotype free zone 12
2.5 Logotype on background 13
2.6 Placement of logotype 14
2.7 Digital formats 16
3. TYPOGRAPHY 17
3.1 Typography 18
3.2 Typefaces for web 23
3.3 Typefaces for internal use 24
3.4 Typography example 25
3.5 Pricing examples 26
3.6 Typography – forbidden 27
3.7 Typography with shadows 28
3.8 Typography in a bubble 29
3.9 Typography with colour 30
4. COLOUR PALETTE 31
4.1 Main Colour Palette 32
4.2 Main Colour usage 33
4.3 Complementary Colour Palette 35
4.4 Alt. 1 – Distinct Palette 36
4.5 Distinct Palette usage 37
4.6 Alt. 2 – Flexible Palette 38
4.7 Flexible Palette usage 39
4.8 About the colour system 42
5. GRAPHIC TOOLS 43
5.1 Distinct Bubbles and Markers 44
5.2 Flexible Bubbles and Markers 45
5.3 Bubbles usage 46
5.4 Markers usage 47
5.5 Bubbles and Markers usage 48
5.6 Markers in pairs 49
5.7 Markers forbidden 50
5.8 Bubbles variation 52
5.9 Distinct Sale Tapes 53
5.10 Distinct Sale Tapes usage 54
5.11 Flexible Sale Tapes 55
5.12 Flexible Sale Tapes usage 56
6. SKY BACKGROUNDS 57
6.1 Sky Backgrounds 58
6.2 Sky backgrounds usage 60
7. TAGLINE 62
7.1 Tagline 63
7.2 Tagline versions 64
7.3 Tagline usage 65
7.4 Tagline proportions 66
7.5 Tagline usage – web 68
7.6 Tagline usage –forbidden 69

3
1. The symbol – The sunny heart
Our symbol, the sunny heart, is the most important
part of our identity. A new brand and a new iden-
tity need time and space to grow into our customers
mind. Therefore we need to use our symbol with care
and precision.
On all our main communication areas across our
countries it is important to use our symbol in a con-
sistent way.

4
1.1 The sunny heart
THE SUNNY HEART SYMBOL
MINIMUM SIZE
To maintain the logotype’s characteristics and read-
ability the sunny heart symbol should not be used
smaller than 10 mm in height.
Minimum size:
10 mm/30px in height
GREYSCALE

5
In general, the heart should always be accompanied
by the wordmark. The symbol together with the
wordmark is our logotype, and it is the logotype that
should be the sender of all messages. An excep-
tion from this rule is if the customer have already
entered into ‘a Thomas Cook world’. It can be if you
are inside a store; at a resort, in an aircraft, on a bus
etc. The entrance/exit itself must always have a heart
accompanied by the wordmark, but INSIDE the world,
it is allowed to use the heart without the wordmark.
Thefollowingmusthavewhitebackgrounds:
All in-destination signage, Powerpoint presentations,
corporatestationery,flagsandairplanes(whiteandgrey)
1.2 The sunny heart – usage
In airplanes. On tour buses.
Flags on beach. Outside the hotel.
EXAMPLES AT DESTINATION

6
I a YOU
The sunny heart can be used as a relevant illustration if
the context describes for example the new identity.
Thesunnyheartsymbolisthecentralpartofouridentity.
With the heart we create a clear link between our
brands and our products. And we give our customers
a guide through their whole journey. Therefore
we need to be aware of how we use our symbol.
It should always be used with pride and never
as decoration.
1.3 The sunny heart – forbidden
Do not create new hearts.
Do not use the sunny heart as an
eye-catching illustration.
Do not use the sunny heart symbol as bullet points.
Bullets with text
Bullets with text
Bullets with text
The new
destination
Jamaica!
Our newidentityis
symbolized with
the heart...

7
2. Logotype
LOGOTYPE VERSIONS
For the identity to work in all media and applications,
there is a need for flexible logotypes.
Two versions are available:
1. Symbol followed by wordmark
2. Symbol above wordmark
Where possible (in films, against imagery etc.) we use
the white version of the logotype (wordmark). Against
light backgrounds we use the grey wordmark.

8
2.1 Logotype
THOMAS COOK LOGOTYPES
Thelogotypeisavailableinbothverticalandhorizontal
versions, as well as a positive and a negative version.
Minimum size: 10 mm in height
Minimum size:
17 mm in height
(including wordmark)
Always make sure the logotype
file is linked to your layout. Never
copy/paste the logotype from for
example Illustrator to Indesign.
!
MINIMUM SIZE
To maintain the logotype’s characteristics and read-
ability the logotype should not be produced smaller
than 10 mm respectively 17 mm in height.
GREYSCALE LOGOTYPE
The logo is also available in greyscale. The greyscale
versions should only be used sparingly, mostly when
no colour printing is possible.

9
2.2 Logotype versions
The logotypes are available in a range of different files
and formats (which differ in variation and colour
schemes), making it easier to use them in different
media.
Offset.
ThomasCook_vert_cmyk.ai
Greyscale offset.
ThomasCook_vert_cmyk_greyscale.ai
Word and PowerPoint.
ThomasCook_vert_office.png
Web publications and screen reading.
ThomasCook_vert_sRGB.ai
ThomasCook_vert_sRGB.png
Newspaper print.
ThomasCook_vert_np.ai
ThomasCook_vert_np_greyscale.ai
Offset.
ThomasCook_hori_cmyk.ai
Greyscale offset.
ThomasCook_hori_cmyk_greyscale.ai
ThomasCook_hori_office.png
ThomasCook_hori_sRGB.ai
ThomasCook_hori_sRGB.png
Newspaper print.
ThomasCook_hori_np.ai
ThomasCook_hori_np_greyscale.ai
Offset.
ThomasCook_vert_cmyk_neg.ai
Greyscale offset.
ThomasCook_vert_cmyk_greyscale_neg.ai
ThomasCook_vert_office_neg.png
ThomasCook_vert_sRGB_neg.ai
ThomasCook_vert_sRGB_neg.png
Newspaper print.
ThomasCook_vert_np_neg.ai
ThomasCook_vert_np_greyscale_neg.ai
Offset.
ThomasCook_hori_cmyk_neg.ai
Greyscale offset.
ThomasCook_hori_cmyk_greyscale_neg.ai
ThomasCook_hori_office_neg.png
ThomasCook_hori_sRGB_neg.ai
ThomasCook_hori_sRGB_neg.png
Newspaper print.
ThomasCook_hori_np_neg.ai
ThomasCook_hori_np_greyscale_neg.ai

10
2.2 Logotype versions
These versions are only for embossing/debossing.
Logotype colour
SILHOUETTE
ONE COLOUR, Black or white Example of usage
Black White
These logotypes are special
versions and should only be
used in exceptional cases
when offset printing is not
possible.
!
Embossing/debossing.
ThomasCook_hori_silhouette_W.ai
Embossing/debossing .
ThomasCook_hori_silhouette_B.ai
Embossing/debossing.
ThomasCook_vert_silhouette_W.ai
Embossing/debossing .
ThomasCook_vert_silhouette_B.ai
SILHOUETTE ONE COLOUR, Black or white

11
Thomas
Cook
2.3 Logotype – forbidden
A logotype is the most important part of a graphic
profile. To maintain the credibility and consistency
of our identity, our logotype should be handled
Never change the colour of the logotype.
Never add effects, such as shadowing
on the logotype.
Never use any other typeface for the logotype.
Never rotate or distort the logotype in any way.
Never create new constellations or new logos.
Exceptions to this rule are the product lines which will be used
during an interim period. Never create new product lines without
the approval of the brand council.
with great care and must never be altered in any way.
Here are some examples of forbidden alterations.
Never change the proportions of the logotype.
Bicycle Club

12
2.4 Logotype free zone
Avoid placing other graphics, text etc., close to the log-
otype. A good principle is to keep a free zone, equal to
the size of the logotype, around the logotype.
Agoodprincipleistokeepafreezone,equaltohalfthe
logotype height, around the logotype.
A good principle is to keep a free zone, equal to
the size of the capital T, around the logotype.
x
1/2 x
1/2 x
1/2 x
x
x
x
x
x

13
2.5 Logotype on background
To maintain the logotypes clarity and readability place
it primarily on calm, plain surfaces. Avoid placing it
against busy backgrounds.
It is recommended to place the logotype
on a sky background.
More vivid backgrounds work well if the logotype
stays clear and distinct.
Orange coloured backgrounds should
be avoided.
Water backgrounds give a good contrast
to the logotype.
Discreet shadows can be used on very vivid
backgrounds but only as long as they do not
distract the logotype.
The readability of the logotype should
always be good.

14
2.6 Placement of logotype
The logotype should be placed in the top corners or
in the bottom right corner. The horizontal version is
primarily used in landscape formats (banners etc).

15
2.6 Placement of logotype
When placing the logotype use the free zone as
minimum margins.
Do not place the logotype to close to borders.
Do not place the logotype to close to borders.

16
2.7 Digital formats
AI format (Adobe Illustrator Artwork), created
in Adobe Illustrator, for the files to be placed in
digital documents. Drawn with vector graphics.
Then it can be enlarged or reduced without los-
ing quality. The format can be used in digi-
tal production for web and print production.
Handled by most modern layout programs.
PNG is a format that works well in Microsoft Office pro-
grams; Word, PowerPoint, Excel, etc. Images saved in
this format do not lose their quality even though the
file is compressed. The format supports transparency
so that a logo saved in PNG can be placed against a
coloured background without a white panel behind
it. The logos for Word and PowerPoint are saved in the
PNG format.

17
3. Typography
As with the Thomas Cook symbol and logotype,
consistent use of our corporate typefaces re-
inforces and strengthens our core brand identity.
Typography can convey as much image and
emotion as other graphical elements.
We use two main typefaces, Thomas Headline for
headlines and FS Blake for body copy.

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3.1 Typography
Thomas Headline is our headline typeface and has
been custom made for Thomas Cook on the basis that
it should compelement the shape of the Sunny Heart.
FS Blake is our typeface for body copy and has been
THOMAS HEADLINE
FS BLAKE
chosen to match the word mark in our logotype. To
create flexibility and variety we use different weights
of both typefaces as shown on the following pages.
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk
Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu
Vv Xx Yy Zz Åå Ää Öö Œœ Øö
Ææ €£?!:,- 1234567890
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk
Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu
Vv Xx Yy Zz Åå Ää Öö Œœ Øö Ææ
€£?!:,-1234567890
Booking
Booking

19
3.1 Typography
Thomas Headline should be used for headlines and to
accent messages and offerings in all communication,
print and digital, external and internal.
THOMAS HEADLINE LIGHT
ABCDEFGHIJKLMNOPQRSTUV
WXYZ ÅÄÖÆØŒ abcdeghijkl
mnopqstuvwxyzåäöæøœ
0123456789?!
0123456789?!
0123456789?!
THOMAS HEADLINE BLACK
THOMAS HEADLINE BOLD FOR HEADLINES
TO ACCENT MESSAGES AND OFFERINGS
TO ACCENT MESSAGES AND OFFERINGS

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3.1 Typography
THOMAS HEADLINE LIGHT ITALIC
0123456789?!
0123456789?!
0123456789?!
THOMAS HEADLINE BOLD ITALIC
THOMAS HEADLINE BLACK ITALIC
PRICING AND GRADING
1234567890#
g f d s a
t r e w q
Thomas Headline should be used for headlines and to
accent messages and offerings in all communication,
print and digital, external and internal.

21
3.1 Typography
FS Blake is our typeface for body copy and should be
used in all advertising and external communication.
For subheadings, introductions and shorter body
copy in larger font sizes, FS Blake Regular should
be used. For longer body copy in smaller font sizes
FS Blake Light should be used.
0123456789?!
0123456789?!
FS BLAKE LIGHT
FS BLAKE REGULAR FOR SUBHEADINGS, INTRODUCTIONS AND SHORTER BODY COPY
FOR LONGER BODY COPY

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3.1 Typography
FS BLAKE LIGHT ITALIC
0123456789?!
0123456789?!
FS BLAKE REGULAR ITALIC
FS Blake is our typeface for body copy and should be
used in all advertising and external communication.
For subheadings, introductions and shorter body
copy in larger font sizes, FS Blake Regular should
be used. For longer body copy in smaller font sizes
FS Blake Light should be used.

23
3.2 Typefaces for web
Thomas Headline Bold Web is used on the web
for headings and shorter sentences. Recommended
sizes are 15, 17, 21 and larger pixel font sizes. Thomas
WXYZÅÄÖÆØŒ abcdeghijkl
0123456789?!
THOMAS HEADLINE BLACK ITALIC
0123456789?!
THOMAS HEADLINE BOLD WEB
0123456789?!
0123456789?!
FS BLAKE REGULAR
FS BLAKE LIGHT
Headline Bold Web is especially drawn for the web
and can be streamed.
Especially drawn for the
web and can be streamed.
Recommended font sizes for
Thomas Headline Bold Web
are: 15, 17, 21 and larger
pixel font sizes.
Used in campaign areas
(as images), not to be
streamed. Recommended
font sizes for Thomas Head-
line Black Italic are:
21 and larger pixel font sizes.
Used in longer body copy in
smaller font sizes. Recom-
mended font sizes for FS Blake
Regular are: 10 and larger
pixel font sizes.
Used in shorter body copy and
subheadings. Recommended
font sizes for FS Blake Light
are: 12 and larger pixel font
sizes.

24
3.3 Typefaces for internal use
For use in Microsoft Office and e-mails. Calibri
is a system font and included in a standard set of
fonts common to all versions of Windows. This way
the receiver doesn’t need to have our corporate
typeface installed to be able to read e-mails and
attached documents (Microsoft Word, Powerpoint,
Excel) from the Thomas Cook organisation.
0123456789?!
CALIBRI BOLD FOR HEADLINES
0123456789?!
CALIBRI REGULAR FOR BODY COPY
0123456789?!
CALIBRI REGULAR FOR FACTS, DETAILED INFORMATION

25
3.4 Typography example
Headline in Thomas Headline Bold
Body copy in FS Blake Light
Introduction in FS Blake Regular
We have our own typeface,
Thomas Headline. Let it be big
and bold and a signal for
recognition.
Headline in Thomas Headline Black
Wecareabouteverysingledetailofourguests’holiday.Thisiswhy
we have designed our very own hotel concepts and own our air-
line. We also make sure to select the best partners and hotels for
our guests.
Today, our Sunwing Family Resorts is the most complete holi-
day experience in the market for people travelling with children.
If you prefer to spend your holiday without kids, our Sunprime
Hotels are the perfect choice. And to make it easy, we can check-in
our guestsflightsatthereceptionofourhotels.WecallitEasyTravel.
This way, they can enjoy every last minute of their holiday.
a Satisfying each individual guest is the base
for our joint success.
a And true success comes from returning guests.
Again, and again (This is actually our recipe for
being the most profitable holiday business around).
– “The best weeks of the year” is one of our guests’ biggest invest-
ments. They place a great deal of trust in us. And that is why it is
important that we as partners continue to share the same values
in delivering this to our guests – when they travel with us, stay in
our hotels and go on our buses and outings.
We create the best
weeks of the year.
Hurga er et perfekt sted for hele familien, og på Grand
Resort får I det helt rigtige udgangspunkt for en ufor-
glemmelig ferie. Hotellet byder på masser af sjov og ak-
tiviteter for børnene, og for mor og far er der musik og
underholdning ﬂere gange om ugen. De herlige pools
er en magnet for store og små i dagtimerne, og hvis I
trænger til at få sand mellem tæerne og vind i håret, lig-
ger den lækre sandstrand lige ved siden af hotellet.
HOTELLET Meget stort og flot SunGarden-hotel af høj standard og
med smuk arkitektur med et orientalsk snit. 828 værelser. 5 etager.
BELIGGENHEDEN Blot 150 meter til Hurghadas fine sandstrand og lige
midt i et lokalt centrum. Selve Hurghadas centrum ligger en kort bus-
tur herfra med gratis hotelbus. Muligheder for udflugter til bl.a. Cairo
Grand Resort
r
Skøn familieferie helt ned til stranden og lige ved alle herlighederne
midt i Hurghada! Det er hvad der venter på dette dejlige SunGarden-
hotel i Egyptens ferieparadis nummer ét. Gør jer klar til masser af fami-
lieaktiviteter, skønne pools, underholdning og gode restauranter.

26
3.5 Pricing examples
To separate information and increase recognition
and visual consistency we use a distinct typographic
style / layout for pricing.
Destination: Thomas Headline Black Italic
Duration: Thomas Headline Light
Price 50-75% larger than destination
Facts: Thomas Headline Light
Flyv direkte fra Alborg til Phukets hvide
sandstrand og turkisblåt badevand.Så får
du en varm og eksotisk start på det nye år.
2 UGER KAMALA BEACH INN
PHUKET
TENERIFE 1uge
Afrejse23/1,lejlighedshotel Alta,kat.3+
PHUKET
2veckor.Avresa1/1,KamalaBeachInn

27
3.6 Typography - forbidden
Headline
Headline
Headline
Do not scale the typography horizontally or vertically.
Do not scale
Do not add
extra bold
Thomas Headline Bold, correctly used.
Do not add extra bold.
Be sure to always use the font so that it is not altered
in any way.

28
3.7 Typography with shadows
Example with a discrete shadow behind the text.
Example with too much shadow behind the text.
Only use shadow behind text if it is absolutely
necessary. In most cases readability can be solved
with using coloured text or finding a better layout for
the image.

29
Try to be concise and distinct and call for more reading.
Avoid to much text within a graphic bubble.
Text within a graphic bubble should be short and di-
rect. Try to attract attention instead of telling every-
thing at once.
3.8 Typography in a bubble

30
Coloured or white typography works best on images.
Use instead coloured text that is in contrast with the background.
Avoid black text on images (it appears cold and harsh).
3.9 Typography with colour

31
4. Colour palette
Colour is also a key element in our visual expression.
If used consistently, together with our logotype and
typography, our colour palette can create a powerful
visual expression. The Thomas Cook colours are chosen
todifferentiateusfromourcompetitors,toharmonize
with the sunny heart symbol and work well in different
communication units and backgrounds.
The Thomas Cook colours are divided into:
1. Main Colour Palette
2. Complementary Colour Palette
To accommodate different needs on different markets
the Complementary Colour Palette comes in two
alternative versions:
1. Distinct Palette
2. Flexible Palette
It is very important that each market only uses one or
the other of these alternative sets of the complemen-
tary colours. It is not allowed to mix colours between
the Distinct and Flexible Palette.

32
4.1 Main Colour Palette
Thomas Cook uses the “sunny yellow”, blue, white,
black and grey in its main colour palette. They are all
central and integral part of our image and brand. The
sunny yellow is used for recognition, guidance and
navigation. Two shades of grey and white are our main
background colours on which we place our logotype.
Grey is also the colour of the wordmark in the Thom-
as Cook Group logotype. White gives openness and
creates balance in the identity. Blue should be used
sparsely, for example for headlines in communication.
White
CMYK: 0/0/0/0
sRGB 255/255/255
CMYK: 0/0/0/100
sRGB: 0/0/0
Black
Sun
CMYK: 0/37/100/0
sRGB: 248/172/0
PMS 129U, 130C
NCS: S 0580-Y30R
Please note!
The Pantone colour
varies between coated
and uncoated printing.
CMYK: 0/0/0/20
sRGB: 204/204/194
PMS 420C
Aero
CMYK: 100/60/0/30
sRGB: 0/69/132
PMS 541C
Cruise Voyage
CMYK: 5/0/0/65
sRGB: 108/111/112
PMS 424C

33
4.2 Main Colour usage
Grey is used as background colour on for example
store signage and on airplanes. The grey could pref-
erably have a silvery/metallic finish, to emphasise
high tech and innovation.
White is often used as a background colour, for
example on signage at destination, where simplicity
and visibility are key.
The logotype should not be placed on plain
blue backgrounds, but is often placed on blue
images with motifs of seas, skies etc.

34
44
BRANDAD BUSS
4.2 Main Colour usage
The sunny yellow is used as Thomas Cook’s confident
voice. The colour is used for recognition, guidance
and navigation.
EXAMPLES

35
4.3 Complementary Colour Palette
In addition to the Main Colour Palette there is also a
Complementary Colour Palette. The purpose is to
support and enhance the main colours.
To accommodate different needs on different
markets there are two alternative sets of comple-
mentary colours: 1. Distinct Palette or 2. Flexible
Palette. It is very important that each market only
uses one or the other of these alternative sets of
the complementary colours. It is not allowed to mix
colours between the Distinct and Flexible Palette.
The complementary colours should not be seen
as an alternative to using the main colours, but as a
complement when you need additional colours, as
shown on the following pages.
ALT. 1 – DISTINCT PALETTE
ALT. 2 – FLEXIBLE PALETTE
For detailed guidelines about the
Distinct Palette see page 36–37.
For detailed guidelines about the
Flexible Palette see page 38–41.

36
4.4 Alt. 1–Distinct Palette
As mentioned on previous pages there are two alter-
native sets of complementary colours. One of them is
the Distinct Palette, which allows you to work with a
limited number of colours.
Red is used
to highlight
key offers.
Lemon
CMYK:0/16/100/0
sRGB 255/210/0
CMYK: 41/0/100/0
sRGB: 65/204/70
Lime
CMYK: 85/19/0/0
sRGB: 0/158/217
Pacific Sale
CMYK: 0/100/100/0
sRGB: 255/0/0
CMYK: 71/0/33/0
sRGB: 47/188/184
Ocean

37
4.5 Distinct Palette usage
EXAMPLES
New!
Sunwing
inTurkey!
Special
price!
NEW HOTEL!
SUNWING
IN TURKEY!
New hotel!
Sunwing
inTurkey!
Jamaica!
Special
offer!
New!
Sunwing
inTurkey!
New!
Sunwing
inTurkey!
Spring
special
New!
Sunwing
inTurkey!
Spring
special New!
Sunwing
inTurkey!
New!
Sunwing
inTurkey!

38
4.6 Alt. 2–Flexible Palette
The other usage option for complementary colours is
to choose the Flexible Palette. This set of the comple-
mentary colours consists of stronger brighter colours
together with muted colours.
INTENSE COLOURS
Lagoon
CMYK: 85/0/25/0
sRGB 29/179/184
PMS 3125C
NCS: S 2555-B20G
CMYK: 30/70/0/0
sRGB: 166/92/176
PMS 2582C
NCS: S 3055-R50B
Orchid
CMYK: 0/80/0/0
sRGB: 239/91/161
PMS 212C
NCS: S 1070-R20B
Flower Coral
CMYK: 70/0/0/0
sRGB 10/187/239
PMS 2995C
NCS: S 1060-B
MUTED COLOURS
CMYK: 35/0/15/30
sRGB: 131/128/149
PMS 5493C
NCS: S 4020-B30G
CMYK: 25/25/0/45
sRGB: 135/160/163
PMS 5285C
NCS: S 5020-R70B
Lake Mist
CMYK: 10/15/45/30
sRGB: 168/159/123
PMS 7503C
NCS: S 4020-Y
Wet sand Wood
CMYK: 0/5/20/70
sRGB 110/106/94
PMS 405C
NCS: S 7005-Y50R

39
4.7 Flexible Palette usage
EXAMPLES
New!
Sunwing
inTurkey!
New!
Sunwing
inTurkey!
New!
Sunwing
inTurkey!
New!
Sunwing
inTurkey!
New!
Sunwing
inTurkey!
New!
Sunwing
inTurkey!
NEW HOTEL!
SUNWING
IN TURKEY!
New hotel!
Sunwing
inTurkey!
3.950:-
Right
now!
Spring
special
New!
Sunwing
inTurkey!
Spring
special

40
MUTED COLORS
The previous brighter communication colours high-
lights a campaign message and makes it stand out
in a banner or in an advert. The muted colours help
separating information without highlighing each
message.
SEPARATING SEVERAL MESSAGES
The muted colours should be used in marketing
material where several messages (for example,
several hotel offers) needs to be presented and
separated.
ONLY FOR HEADLINES AND BUBBLES
The muted colours can only be used in headlines
and in bubbles. Never in markers.
On images preferably use a white bubble with
coloured text in one of the muted colours.
VISUAL JUDGEMENT!
A bubble with a muted colour can be combined with
a marker in one of the intense colours.
Butallcombinationdoesnotwork,agoodvisualjudge-
ment is required.
New!
Sunwing
inTurkey!
New!
Sunwing
inTurkey!
New!
Sunwing
inTurkey!
New!
Sunwing
inTurkey!
New!
Sunwing
New!
Sunwing
inTurkey!
NEW HOTEL!
SUNWING
IN TURKEY!
New hotel!
Sunwing
in Turkey!
3.950:-
Right
now!
Spring
special
Family-
special
New!
Sunwing
EXAMPLES

41
By usingcontrastingcoloursbetweenthemarker, the bubble andthe background, the message becomesmore
clear. And by letting the bubble and the headline have the same colour the overall impression becomes calmer.
Avoid using more than two colours (+ white) on one image.
EXAMPLES

42
4.8 About the colour system
PANTONE or PMS is an international system used to
select thousands of colours. It is widely used by de-
signers and printers. The colours are illustrated in cata-
logues together with a mixing recipe.
FOUR-COLOUR printing uses the four base
colours cyan (C), magenta (M), yellow (Y) and
black (K). These are mixed in various propor-
tions to achieve the required colour. Do not for-
get that there may be variations in the colours
depending on whether the paper is coated or un-
coated. Be very careful and choose the right blend of
colours for the paper selected.
NCS is a common system used mostly in Europe for
around 1,500 colours. The system is based on the
properties of colour that the human eye can readily
detect. Paint retailers often use this system.
RGB is a system consisting of the three base colours
red (R), green (G) and blue (B). These are mixed in vari-
ous proportions to achieve the re-quired colour on a
digital screen.

43
Ourgraphictoolsareacomplementtothemainidentity
tools (logotype and main colours). The graphic tools
helps us highlight and separate information in adver-
tising and printed matter.
5. Graphic tools

44
5.1 Distinct Bubbles and Markers
THE BUBBLES WITH THE DISTINCT PALETTE
The distinct bubbles and markers are used for high-
lighting text information on, for example, an image
and to ensure legibility. The bubbles and the markers
can be used together in pairs or on their own. Only
use maximum two bubbles on an image. When two
bubbles are used they should never have the same
size or the same colour.
THE MARKERS WITH THE DISTINCT PALETTE
Always make sure the file is
linked to your layout. Never
copy/paste from for example Il-
lustrator to Indesign.
!
Ocean Bubble
Ocean_Bubble_cmyk.ai
Sale Bubble
Sale_Bubble_cmyk.ai
Lime Bubble
Lime_Bubble_cmyk.ai
Lemon Bubble
Lemon_Bubble_cmyk.ai
White Bubble
White_Bubble_cmyk.ai
Sale Marker
Sale_Marker_cmyk.ai
Pacific Marker
Pacific_Marker_cmyk.ai
Ocean Marker
Ocean_Marker_cmyk.ai
Lime Marker
Lime_Marker_cmyk.ai
Lemon Marker
Lemon_Marker_cmyk.ai
White Marker
White_Marker_cmyk.ai
Pacific Bubble
Pacific_Bubble_cmyk.

45
5.2 Flexible Bubbles and Markers
THE BUBBLES WITH THE FLEXIBLE PALETTE
THE MARKERS WITH THE FLEXIBLE PALETTE
The flexible bubbles and markers are used for
high lightening text information on, for example
an image, to ensure legibility. The bubbles and
the markers can be used together in pairs or on
their own. Only use maximum two bubbles on an
image. When two bubbles are used they should never
have the same size or the same colour.
copy/paste from for example Il-
lustrator to Indesign.
!
INTENSE COLOURS
MUTED COLOURS
Orchid Bubble
Orchid_Bubble_cmyk.ai
Flower Bubble
Flower_Bubble_cmyk.ai
Lagoon Bubble
Lagoon_Bubble_cmyk.ai
White Bubble
White_Bubble_cmyk.ai
Wet Sand Bubble
Wet_Sand_Bubble_cmyk.ai
Orchid Marker
Orchid_Marker_cmyk.ai
Flower Marker
Flower_Marker_cmyk.ai
Lagoon Marker
Lagoon_Marker_cmyk.ai
Coral Marker
Coral_Marker_cmyk.ai
White Marker
White_Marker_cmyk.ai
Wood Bubble
Wood_Bubble_cmyk.ai
Mist Bubble
Mist_Bubble_cmyk.ai
Lake Bubble
Lake_Bubble_cmyk.ai
Coral Bubble
Coral_Bubble_cmyk.ai

46
5.3 Bubbles usage
The bubbles are used for high lightening text in-
formation on, for example an image, and to
ensure legibility.
CREATE VARIATION
There should only be two bubbles on each image, and
they should never have the same colour or the same
size.
USE TRANSPARENCY
The bubbles uses transparency when they are placed
on an image. Normally the transparency is set to
85-95% depending on the image. (White bubbles
normally need 95% transparency to ensure legibility).
PRESERVE APPEARANCE
The bubbles should always appear as a bubble, even
when it is used in small size formats. Therefore the
bubble should not be cropped in both the upper part
and the lower part. Or cropped on both the right and
the left side.
New!
Sunwing
in Turkey
New!
Sunwing
in Turkey
New hotel
Sunwing
inTurkey
aaa
Egypten, 1V. inkl frukost
The Grand Hotel
FR. 3.595:-
aaa
Avresa 2 veckor från Arlanda
den 19/11 2012. Pris per person.
Begränsat antal platser.
The Grand Hotel
All inclusive deals
Winter Sun
Escapes
PP
£3.950
Turkey, 7 nts.
Sunwing
Side east beach
aaaa
All inclusive deals
Winter Sun
Escapes
New!
Sunwing
in Turkey
New!
Sunwing
in Turkey
New hotel
Sunwing
inTurkey
aaa
The Grand Hotel
FR. 3.595:-
aaa
The Grand Hotel
All inclusive deals
Winter Sun
Escapes
PP
£3.950
Turkey, 7 nts.
Sunwing
Side east beach
aaaa
All inclusive deals
Winter Sun
Escapes
The text is always 100% white in
coloured bubbles.
The text is always 100% white in
coloured bubbles.
White bubbles can use text in two colours.Use
the colours that are matched in pairs, for example
orchid + flower or coral + lagoon.
White bubbles can use text in two colours.
FLEXIBLE PALETTE DISTINCT PALETTE

47
GUIDELINES FOR GRADIENTS
5.4 Markers usage
The marker derives from the hearts shape. The shape
of the marker should always be intact, and the marker
can never be cropped.
TO EMPHASIZE A MESSAGE
The marker is used to emphasize or com-
ment on a message. Setting a message in focus.
Therefore the text of the marker should be short
and preferably contain only three words.
AS GUIDANCE
The marker can also be used as guidance on for exam-
pleamaporinastep-by-stepguideshowingaprocess.
Ontheweb,themarkershouldnotbeusedasa“callto
action”-button or as bullets.
Only in 90° angles.
Always with a message or a prize (never empty).
The markers gradient always starts with the lightest
tone in the upper right corner. The flexible bubbles
gradient goes in the opposite direction with the lighter
tone starting in the lower left corner.
Right
now!
FRÅN
3.950:- New!
The text of the marker should be
short and preferably contain only
three words.
The distinct bubbles gradient with the darker tone
starting in the lower left corner.

48
5.5 Bubbles and Markers usage
EXAMPLES WITH THE FLEXIBLE PALETTE
The bubbles and markers are used for high light-
ening text information on, for example an im-
age, to ensure legibility. The bubbles and the
markers can be used together in pairs or on their
own. Only use maximum two bubbles on an
image. When two bubbles are used they should never
have the same size or the same colour.
New
pool!
aaa
Egypt, 1V. with breakfast
The Grand Hotel
FR. 3.595:-
Right
now!
New!
Sunwing
inTurkey!
New
pool!
aaa
The Grand Hotel
FR. 3.595:-
Right
now!
New!
Sunwing
inTurkey!
New
pool!
aaa
The Grand Hotel
FR. 3.595:-
Right
now!
New!
Sunwing
inTurkey!
Example with bubble. Example with marker. Together in pairs.
EXAMPLES WITH THE DISTINCT PALETTE
New
pool!
aaa
The Grand Hotel
FR. 3.595:-
Right
now!
New!
Sunwing
inTurkey!
New
pool!
aaa
The Grand Hotel
FR. 3.595:-
Right
now!
New!
Sunwing
inTurkey!
New
pool!
aaa
The Grand Hotel
FR. 3.595:-
Right
now!
New!
Sunwing
inTurkey!
Example with bubble. Example with marker. Together in pairs.

49
THE MARKERS – PLACEMENT
Diagonal aligned with spacing between the markers.
Use appr. 85%-95% transparency when the
marker is placed on an image.
Markers in pairs, headline and pricing.
5.6 Markers in pairs
These guidelines apply to
both the Distinct and Flexible
palettes.
!

50
Do not rotate in other angles than 90°.
Do not use as decoration.
Do not crop.
Never change the proportions.
Do not add graphics in the marker.
Do not create patterns.
Do not use orange markers.
(They visually compete with the heart)
V
i
n
g
t
i
p
s
a
r
!
P
l
a
t
s
e
r
k
v
a
r
!
P
l
a
t
s
e
r
k
v
a
r
!
a
a
t
e
n
,
1
V
.
i
n
k
l
f
r
u
k
o
s
t
r
a
n
d
H
o
t
e
l
5
:
-
n
u
!
V
i
n
g
t
i
p
s
a
r
!
V
i
n
g
t
i
p
s
a
r
!
P
l
a
t
s
e
r
v
a
r
!
P
l
a
t
s
e
r
k
v
a
r
!
Loremipsumiumut.
On conse nullorerum
eossimporaidut adider-
ferrupta dolorerum aut qui
comnimaiovolupta eperspi
Ving
tipsar! Ving
tipsar!
Platser
kvar!
Platser
kvar!
Just
nu! Just nu!
FRÅN
3.950:-
FRÅN
3.950:-
Ving
tipsar! Ving
tipsar!
Platser
kvar!
Platser
kvar!
%
Just
nu!
Just
nu!
FRÅN
3.950:-
FRÅN
3.950:-
Ving
tipsar!
Ving
tipsar!
Platser
kvar!
Platser
kvar!
35%
%
Just
nu!
Just
nu!
FRÅN
3.950:-
FRÅN
3.950:-
Ving
tipsar!
Ving
tipsar!
Platser
kvar!
Platser
kvar!
35%
%
Just
nu!
Just
nu!
FRÅN
3.950:-
FRÅN
3.950:-
Ving
tipsar!
Ving
tipsar!
Platser
kvar!
Platser
kvar!
35%
V
i
n
g
t
i
p
s
a
r
!
V
i
n
g
t
i
p
s
a
r
!
P
l
a
t
s
e
r
k
v
a
r
!
P
l
a
t
s
e
r
k
v
a
r
!
V
i
n
g
t
i
p
s
a
r
!
V
i
n
g
t
i
p
s
a
r
!
P
l
a
t
s
e
r
k
v
a
r
!
P
l
a
t
s
e
r
k
v
a
r
!
5.7 Markers – forbidden These guidelines apply to
palettes.
!

51
5.7 Markers forbidden
Do not use the markers as patterns. It looses it´s effect as a messenger.
Do not crop the marker. It becomes a new shape.
Never use more than two markers on one surface. And do not add graphics into the markers.
palettes.
!

52
5.8 Bubbles variation
When two bubbles are used together make sure that they visually overlap – not
only touch each other.
New!
Sunwing
in Turkey
New!
Sunwing
in Turkey
New hotel
Sunwing
inTurkey
aaa
The Grand Hotel
FR. 3.595:-
aaa
The Grand Hotel
All inclusive deals
Winter Sun
Escapes
PP
£3.950
Turkey, 7 nts.
Sunwing
Side east beach
aaaa
All inclusive deals
Winter Sun
Escapes
When using the bubbles in different sizes and colours the information is
presented clearer and with more dynamic.
Avoid using the bubbles in similar size or colour.
palettes.
!

53
5.9 Distinct Sale Tapes
The Sale tapes contrast effectively against all other
elements. The Sale tapes can be placed on an image
or over an existing price. The tapes are available in
different lengths to handle various lengths of pricing
messages.
€3
Turk
Sunw
Side
aa
SALE!
30% OFF!
SUPER SALE!
50% DISCOUNT!
NOW!
€ 1.099#
30% OFF! CHRISTMAS SALE!
30% OFF!
SUMMER SALE!
€
Toolbox SALE
Pacific
01. COLOURED TAPE SHAPES WITH WHITE TEXT 02. GREY TAPE SHAPES
CMYK: 100
sRGB: 0/1
PMS 3005
Pacific
SALE!
SUPER SALE!
€ 1.099#
NOW!
30% OFF!
SUMMER SALE!
SALE!
SUPER SAL
€ 1.099#
NOW!
30% OFF!
SUMMER S
02. GREY TAPE SHAPES WITH COLOURED TEXT 03. ANGLE, 2–8 DEGREES
CMYK: 100/35/0/0
sRGB: 0/132/201
PMS 3005C
Pacific
SALE!
SUPER SALE!
€ 1.099#
NOW!
30% OFF!
SALE!
SALE!
SALE!
2 DEGREES
6 DEGREES
8 DEGREES
Toolbox SALE
Sale
01. COLOURED TAPE SHAPES WITH WHITE TEXT
SALE!
SUPER SALE!
€ 1.099#
NOW!
30% OFF!
SUMMER SALE!
ALE
WHITE TEXT 02. GREY TAPE SHAPES WITH COLOURED TEXT
CMYK: 0/100/100/0
sRGB: 255/0/0
PMS 485C
Sale
SALE!
SUPER SALE!
€ 1.099#
NOW!
30% OFF!
03. AN
SA
SA
SA
TOOLBOX FOR SALE TAPES
ANGLE
03. ANGLE, 2–8 DEGREES
SALE!
SALE!
2 DEGREES
6 DEGREES
COLOURED TEXT
/0
SALE!
SALE!
SALE!
2 DEGREES
6 DEGREES
8 DEGREES
The tape pieces should always be rotated. It
is advisable to stay within 2-8 degrees.
The tapes are available in different lengths and with coloured or grey tape.
Toolbox Sale Pacific
Toolbox_Sale_Pacific.ai
Toolbox Sale Sale
Toolbox_Sale_Sale.ai

54
5.10 Distinct Sale Tapes usage
PP.
€3.950
Turkiet, 1V.
Sunwing
Side east beach
aaaa
€3.950
Turkiet, 1V.
Sunwing
Side east beach
aaaa
Turkey, 1V.
Sunwing
Side east beach
aaaa
50% DISCOUNT!
SUMMER SALE! SUPER SALE!
SUPER SALE! 30% OFF!
JUST A FEW SEATS LEFT!
THAILAND
NOW!
€ 1.099# € 1.099#
30% OFF!
PP.
€950
DEALS!
HOTEL
EXAMPLES

55
5.11 Flexible Sale Tapes
€ 1.099#
CHRISTMAS SALE!
€3.950
Turkiet, 1V.
Sunwing
Side east be
aaaa
€ 1.099
30% OFF! SUPER SALE!
50% DISCOUNT!
€ 1.099#
!
30% OFF!
SUPER SALE!
NOW! JUST A FEW SEATS LEFT!
S
Toolbox SALE
Flower
01. COLOURED TAPE SHAPES WITH WHITE TEXT 02. GREY TAPE SHAPES
Flower
CMYK: 0/
sRGB: 239
PMS 212C
NCS: S 10
SALE!
SUPER SALE!
€ 1.099#
NOW!
30% OFF!
SUMMER SALE!
SALE!
SUPER SAL
€ 1.099#
NOW!
30% OFF!
SUMMER S
02. GREY TAPE SHAPES WITH COLOURED TEXT
Flower
CMYK: 0/80/0/0
sRGB: 239/91/161
PMS 212C
NCS: S 1070-R20B
SALE!
SUPER SALE!
€ 1.099#
NOW!
30% OFF!
SALE!
SALE!
SALE!
2 DEGREE
6 DEGREE
8 DEGREE
SALE!
SUPER SALE!
€ 1.099#
NOW!
30% OFF!
SUMMER SALE!
Toolbox SALE
Coral
SALE!
SUPER SALE!
€ 1.099#
NOW!
30% OFF!
LE
WHITE TEXT 02. GREY TAPE SHAPES WITH COLOURED TEXT
CMYK: 70/0/0/0
sRGB: 10/187/239
PMS 2995C
NCS: S 1060-B
Coral
03. ANG
SA
SA
SAL
Toolbox SALE
Orchid
SALE!
SUPER SALE!
€ 1.099#
NOW!
30% OFF!
SUMMER SALE!
Toolbox
Lagoon
01. COLOURED TAPE SHAP
SALE!
SUPER SALE
€ 1.099#
NOW!
30% OFF!
SUMMER SA
lbox SALE
hid
ED TAPE SHAPES WITH WHITE TEXT 02. GREY TAPE SHAPES WITH COLOURED TEXT
CMYK: 30/70/0/0
sRGB: 166/92/176
PMS 2582C
NCS: S 3055-R50B
Orchid
!
R SALE!
99#
W!
OFF!
SALE!
SUPER SALE!
€ 1.099#
NOW!
30% OFF!
Toolbox SALE
Lagoon
01. COLOURED TAPE SHAPES WITH WHITE TEXT 02. GREY TAPE SHAPES WI
CMYK: 85/0/2
sRGB: 29/179
PMS 3125C
NCS: S 2555-
Lagoon
SALE!
SUPER SALE!
€ 1.099#
NOW!
30% OFF!
SALE!
SUPER SALE
€ 1.099#
NOW!
30% OFF!
TOOLBOX FOR SALE TAPES
ANGLE
SALE!
SALE!
2 DEGREES
6 DEGREES
COLOURED TEXT
1
B
SALE!
SALE!
SALE!
2 DEGREES
6 DEGREES
8 DEGREES
The tape pieces should always be rotated. It
is advisable to stay within 2–8 degrees.
The tapes are available in different lengths and with coloured or grey tape.
The Sale tapes contrast effectively against all other
elements. The Sale tapes can be placed on an image
or over an existing price. The tapes are available in
different lengths to handle various lengths of pricing
messages.
Toolbox Sale Flower
Toolbox_Sale_Flower.ai
Toolbox Sale Coral
Toolbox_Sale_Coral.ai
Toolbox Sale Orchid
Toolbox_Sale_Orchid.ai
Toolbox Sale Lagoon
Toolbox_Sale_Lagoon.ai

56
5.12 Flexible Sale Tapes usage
E!
PP.
€3.950
Turkiet, 1V.
Sunwing
Side east beach
aaaa
€3.950
Turkiet, 1V.
Sunwing
Side east beach
aaaa
Turkey, 1V.
Sunwing
Side east beach
aaaa
SUPER SALE!
SUPER SALE! 30% OFF!
JUST A FEW SEATS LEFT!
THAILAND
NOW!
€ 1.099 € 1.099
30% OFF!
PP.
€950
DEALS!
HOTEL
T!
30% OFF!
SUPER SALE!
PP
EXAMPLES

57
Every identity needs to have functionality. The sky
backgrounds enables quick and easy graphic produc-
tions with a high-level style which is especially useful in
at-destination productions.
With our Sunny Heart symbol we need a natural back-
ground. In advertising the symbol naturally becomes
the sun in the sky or the glowing heart at the ground.
In some applications it can be just the white paper but
in many below-the-line applications we need to pro-
vide backgrounds enhancing the idea of the Sunny
Heart or adding a high-level style and crafted appear-
ance.
Thelogotypemustprimarybeonwhite,grey,orimage
backgrounds .
Thefollowingmusthavewhitebackgrounds:
All in-destination signage, Powerpoint presentations,
corporatestationery,flagsandairplanes(whiteandgrey)
Skies cannot be used as primary execution, exceptions
are clear secondary or filler execution (e.g., back cover
of brochure, website background).
6. Sky backgrounds

58
6.1 Sky backgrounds
Sky7
Sky1
Sky9
Sky4
Sky8
Sky2
FIRST CHOICE
For covers, posters, invitations, at destination material etc.

59
6.1 Sky backgrounds
Sky6 Sky5 Sky3
For covers, posters, invitations, at destination material etc.
COMPLEMENTARY

60
Sky backgrounds used together with the logotype.
6.2 Sky backgrounds usage

61
Sky background used in printed matter.
Sky background used together with the logotype
on a campain bag.
6.2 Sky backgrounds usage
The sky images can be used as background on the
website, in the stores, roll-ups or as covers. But also as
decoration on bags, for example. Never on the defined
primary execution areas that must be white.

62
Our company tagline is “Let’s go!” The tagline can be
used as an element in both internal and external com-
munications.
7. Tagline

63
7.1 Tagline
The tagline is available in both vertical and horizontal
versions, as well as a positive and a negative version.
Minimum size: 8 mm in height
Minimum size:
14 mm in height
MINIMUM SIZE
To maintain the tagline’s characteristics and readabil-
ity the tagline should not be produced smaller than 10
mm respectively 17 mm in height.
GREYSCALE TAGLINE
The tagline is also available in greyscale. The greyscale
versions should only be used sparsely, mostly when
no colour printing is possible.
copy/paste from for example
Illustrator to Indesign.
!

64
7.2 Tagline versions
The tagline is available in a range of different files
and formats (which differ in variation and colour
schemes), making it easier to use them in different
media.
Offset.
ThomasCook_tagline_vert_cmyk.ai
Greyscale offset.
ThomasCook_tagline_vert_cmyk_greyscale.ai
ThomasCook_tagline_vert_office.png
ThomasCook_tagline_vert_sRGB.ai
ThomasCook_tagline_vert_sRGB.png
Offset.
ThomasCook_tagline_hori_cmyk.ai
Greyscale offset.
ThomasCook_tagline_hori_cmyk_greyscale.ai
ThomasCook_tagline_hori_office.png
ThomasCook_tagline_hori_sRGB.ai
ThomasCook_tagline_hori_sRGB.png
Offset.
ThomasCook_tagline_vert_cmyk_neg.ai
ThomasCook_tagline_vert_office_neg.png
ThomasCook_tagline_vert_sRGB_neg.ai
ThomasCook_tagline_vert_sRGB_neg.png
Offset.
ThomasCook_tagline_hori_cmyk_neg.ai
ThomasCook_tagline_hori_office_neg.png
ThomasCook_tagline_hori_sRGB_neg.ai
ThomasCook_tagline_hori_sRGB_neg.png

65
7.3 Tagline usage
The tagline can be placed together with the offering
(in the middle) or as an outro (lower left corner). The
tagline could also be placed as an ending to longer
body copy, for example on invitations. Do not place
the tagline as an intro (top left corner). On ads/posters
the recommendation is to place the tagline separated
from the logotype for maximum impact and visibility
of each element.
X
2 X
Donec ullamcorper nulla non
metus auctor frigil. Aenean lacinia
bibendum nulla sed consectetur.
Discover
your own
rhythm.
X
X
Discover
your own
rhythm.
X
X
Discover
your own
rhythm.
Welcometoour
travel agency
evening.
Sed ut perspiciatis unde omnis iste natus error sit
voluptatem accusantium doloremque laudantium,
totam rem aperiam, eaque ipsa quae ab illo
inventore veritatis et quasi architecto beatae vitae
dicta rem sunt eaque ipsa explicabo.
Nemo enim ipsam voluptatem quia
voluptas sit aspernatur aut odit aut fugit,
sed quia consequuntur magni dolores
nesciunt. Neque porro quisquam est,
qui dolorem ipsum quia dolor sit
amet, consectetur.
X
Tagline as an outro.
Tagline as part of the offering.
Works like an exhortation.
Tagline as an ending to body copy.
The tagline should always be aligned in the
bottom with the logotype.
EXAMPLES

66
7.4 Tagline proportions
These guidelines strive to obtain good balance
between the sender/logotype and the message. The
relationship between the logotype and the tagline
is not fixed why each application must be made with
good visual judgement.
X
2 X
Discover
your own
rhythm.
X
X
Discover
your own
rhythm.
X
X
2x
1x
EXAMPLES WITH THE VERTICAL LOGOTYPE
EXAMPLES WITH THE VERTICAL LOGOTYPE

67
7.4 Tagline proportions
These guidelines strive to obtain good balance
between the sender/logotype and the message. The
relationship between the logotype and the tagline
is not fixed why each application must be made with
good visual judgement.
Discover
your own
rhythm.
X
X
X 1/2 X
Discover
your own
rhythm.
X
X
1/2 x
1 x
EXAMPLES WITH THE HORIZONTAL LOGOTYPE

68
7.5 Tagline usage – web
The tagline should never be placed alone, it should
always be together with other text information.
As a footer
As a header

69
7.6 Tagline usage - forbidden
The tagline should always be placed as an outro or
placed together with the offering.
Discover
your own
rhythm.
X
X
Avoid - Do not use this layout.
The tagline can be misinterpret-
ed e.g. as a product offering.
Avoid - Do not use this layout.
Heart should be followed with
wordmark Thomas Cook.
(See page 5)
The tagline should never be placed alone, it should
always be together with other text information.

THOMAS COOK
CORE IDENTITY
MANUAL 1.4

TCCoreIdentityManual.pdf

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TCCoreIdentityManual.pdf