Brand book Paris Aéroport

PARIS AÉROPORT

The little brand book

Paris Aéroport, our traveller brand

The Group expresses itself through two complementary voices: the voice of the group brand - Groupe ADP - and that of its brand dedicated to travellers - Paris Aéroport. The latter is proof of our desire to offer a new experience in our airports, one that is worthy of the most beautiful city in the world. The Paris Aéroport brand has a key role to play in promoting the attractiveness of our airports in an increasingly competitive international context. To fulfil this role, it embodies the promises made to travellers through its language, various airport areas and excellent services. The driving force of this brand, which we are bringing to life together, lies in what originally inspired it: Paris. It has thus adopted a meaningful and precise means of communication, which promotes our identity across the whole world. It is up to us to wave our brand’s flag high and strong in order to become the favourite airport among travellers. This brand book explains the fundamentals of the Paris Aéroport brand in terms of strategy and graphic design. It also includes practical case studies, thus offering an instructive dimension to facilitate the understanding and use of this style of communication. Every user of this book can find the keys to allow them to be creative, all while respecting Paris Aéroport’s identity.

Contents

PARIS AÉROPORT - ESSENCE

The brand platform P.4 The brand promise P.6 Our five traveller commitments P.8 Three key indicators P.10

THE BRAND OF A MULTIFACETED PARIS

Which Paris? P.13 Embodiment P.14 Elegance P.15 The mixing of genres P.16 Boldness P.17

PARIS AÉROPORT - COMMUNICATION

Logotype P.22 Rays P.24 Colour P.26 Typeface P.28 Sleek drawings P.30 Shapes P.32 Language P.34

SOURCES OF INSPIRATION

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Publication P.37 Application P.38

Endorsement of services P.39 Communication in terminals P.40 Cultural manifestation P.41 Brand communication P.42 Communication of substance P.43

PARIS AÉROPORT ANSWERED IN 10 QUESTIONS P.44

YOUR RESOURCES

Overview P.50 Checklist P.51 Reference material P.52

PARIS AÉROPORT - ESSENCE

THE UNIQUE IDENTITY OF PARIS AÉROPORT IS BASED ON A SOLID, STRATEGIC FOUNDATION. THIS FOUNDATION IS THE INSPIRATION BEHIND ALL OF OUR COMMUNICATIONS AND ACTIONS, AND ENSURES THEIR UNIFORMITY AND CONSISTENCY.

The essence of Paris Aéroport

The brand platform

The Paris Aéroport brand has a strong ambition: to assist travellers and earn their loyalty by offering a truly excellent airport experience that’s worthy of the most beautiful city in the world. A unique experience that is full of emotion and highly Parisian, and one that is embodied by a promise: “Paris vous aime” (Paris loves you).

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This declaration of love sums up our commitments to travellers, gives meaning to our mission, and is driven by our expertise and our very essence.

Vision

FIRM BELIEFS THAT GUIDE BRAND DECISIONS

In a world of burgeoning air travel, the attractiveness of airports relies as much on their efficiency as on their ability to make travelling special. This is why Paris is at the very core of Paris Aéroport: Paris Aéroport is Paris.

Mission

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WHAT THE BRAND PROVIDES

Paris Aéroport and its partners have chosen to offer all its travellers the best of Paris in terms of hospitality, services, shopping, gastronomy and art, with the aim of providing each and every individual with an experience that’s truly unique.

Vocation

BRAND BUSINESS AND EXPERTISE

Through customer care, information, service, safety and airport design, we make it our business to ensure travellers enjoy smooth journeys,

enhanced by a range of shopping, catering and entertainment offerings that are typically Parisian.

Individual attention

EXPERTISE THAT ENABLES THE BRAND TO HONOUR ITS PROMISE

Paris Aéroport is committed to serving every traveller by enlisting its customer service staff to provide unwavering, welcoming attention in a refined manner, at every stage of their journey.

At Paris Aéroport, Paris vous aime.

The essence of Paris Aéroport

The brand promise

PARIS VOUS AIME, represents special attention We pay special attention to each individual and to meeting their needs, above and beyond expectation. We promise to make them feel welcome, heard, understood and respected.

PARIS VOUS AIME , represents a duty

It is our solemn duty to anticipate each and every need of each and every traveller. This means special care for those who are nervous about travelling. It means offering the right answer at the right time to ensure travellers receive the very best in terms of quality and irreproachable service.

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PARIS VOUS AIME, represents an ambition It is our ambition to offer the finest shops

in an extraordinary setting, while also providing a variety of experiences, special moments, culture, openness and amazement, so as to satisfy passengers’ new aspirations. We aim to make their visit at the airport a truly enjoyable one, where everyone can choose how to spend their time, whether it's working, learning, discovering, enjoying themselves or being amazed.

PARIS VOUS AIME, represents enthusiasm

Our enthusiasm transcends borders and cultures. We focus our attention, quite simply, on people, men and women from all across the globe.

OUR FIVE TRAVELLER COMMITMENTS

Time management

From the fear of missing their plane, to not being able to park and even getting lost in the airport, there are many sources of stress when arriving at the airport. To help travellers have the best experience possible, we are particularly mindful of reducing waiting times and creating offers and services, such as real-time updates, easy airport connections, and automated baggage drop-off, which make for a simple and intuitive visit.

“ Paris vous aime” is the foundation of our commitments. This principle is what inspires life in our terminals, the development of new services, and the enrichment of the airport experience. For travellers, Paris Aéroport therefore means managing their time, enjoying themselves, travelling with peace of mind, receiving special attention, and being amazed. Paris Aéroport means experiencing the best of Paris. This is how travellers must feel when visiting our airports. This declaration of love must be supported by proof: our commitment to assisting them.

Recognition

As we want travellers to want to come back to our airports, we aim to foster thoughtful relations to gain their loyalty. Our customer service staff are committed to offering a personalised welcome that meets the needs of all of our travellers, be they on a business trip or travelling with family. Our free, 100% digital My Paris Aéroport loyalty programme is central to this personalised approach.

Entertainment

Travel starts and ends at the airport. When waiting for a flight or transfer, travellers use their time as best they see fit. For lovers of the finer things, and for all budgets, the best of Paris can be found in our shops and restaurants, along with comfortable spaces adapted to every need and whim. From entertainment, dining, and shopping to working or even just relaxing, travellers are free to decide how they spend their time.

Peace of mind

So that passengers may travel with complete peace of mind, we have 5,000 professionals across our airports to provide reassurance and ensure security instructions are respected. Being busy places, airports are highly concerned by such challenges. We guarantee the highest levels of security by implementing inspection protocols enacted by public authorities.

Amazement

Paris is seen as an iconic destination by travellers from every corner of the globe. The city of lovers, of French know-how, museums and much more... Paris is a dream come true. We perpetuate this dream throughout our airports by organising unique exhibitions to which we invite the biggest names form the cultural, luxury and gastronomical worlds.

THREE KEY INDICATORS

̶ ̶

To help travellers relax during transfers, we have created a

lounge designed in the style of a Parisian apartment, right in the

THE COMMITMENTS WE’VE MADE TO OUR

heart of Paris-Charles de Gaulle. Open 24/7, it boasts 80 guest

TRAVELLERS HAVE BEEN TRANSLATED INTO

rooms, showers, catering services, multimedia work stations,

THREE TANGIBLE SERVICES MADE TO

and play areas for children.

FACILITATE THE AIRPORT EXPERIENCE. THESE

SERVICES ARE ALREADY AVAILABLE.

So that travellers may prepare their visit to the airport with peace of mind and save time in the process, we created the Paris Aéroport application. With real-time guidance, schedules, weather forecasts, check-in areas, and shopping offers, travellers can arrive at the airport already knowing the lie of the land.

LE-BUS DIRECT

In partnership with Keolis, we are facilitating access to our airports and improving direct links with Paris thanks to Le Bus Direct. This direct coach service also offers premium features: air conditioning, Wi-Fi, USB ports, luggage assistance, and real-time updates on journeys.

THE BRAND OF A MULTIFACETED PARIS PARIS IS BOTH THE GUIDE RAIL AND, MOST IMPORTANTLY, THE MUSE OF PARIS AÉROPORT. VIBRANT AND MULTIFACETED, THE CITY IS THE INSPIRATION BEHIND PARIS AÉROPORT, WHICH OFFERS TRAVELLERS A TRULY UNIQUE AND RICH EXPERIENCE.

The brand of a multifaceted Paris

Which Paris?

The Paris Aéroport brand is the ambassador of a Paris with a thousand faces.

Far from the rigid Paris often seen in postcards, Paris Aéroport’s daily communication draws on a surprising Paris, one whose fascination will last forever, one that is constantly offering something new, and one that breaks down stereotypes and shines out to travellers across the entire world.

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Paris Aéroport reproduces Paris’s many facets through four fundamentals that inspire it and encourage us to reinterpret Parisian imagery:

embodiment, elegance, the mixing of genres and boldness.

They form the framework for all our projects and communication intended for travellers. They must also help us to resist the temptation of a literal interpretation, and instead advocate a singular, modern vision of Paris to constantly rouse more amazement.

If Paris was embodied in a memory it would be a young woman in a hurry, unaware of the prestigious monuments standing just behind her, reminding us that Paris is, above all, a place where people live.

Embodiment

Like our airports, Paris is shaped by those who live there, who visit it, constantly on the move and full of life. Travellers, men and women from Paris, from the whole world: people are the beating heart of Paris and are naturally central to the experience we aim to shape in our airports. Honouring this is proof that our priorities include focusing on people and establishing relationships.

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If Paris was embodied in an art form it would be a modern ballet bursting with energy and performed beneath the painted ceiling of the Palais Garnier opera house.

The brand of a multifaceted Paris

If elegance was a celebrity it would be Sophie Marceau, a teenager from the Parisian suburbs who became an icon of timeless French beauty. This well-liked, bubbly personality embodies Parisian elegance that’s both chic and playfully arrogant.

Elegance

Elegance is a stance defined by a high expectation for quality. It is the essence of our projects, our services and everything we offer in our airports. It can be felt in all our communications, from the smallest of actions to the most remarkable feats, and is subtly visible all throughout the passenger journey.

If the mixing of genres was an exhibition it would be that of Jeff Koons, in Versailles, who merged the ultra- contemporary with pure classicism for all the world to see.

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The mixing of genres

Inspired by Paris, Paris Aéroport dares to mix genres with the best of what it has to offer, combining audacity with authenticity. Bringing elements together to create unexpected combinations reveals singularity and offers a touch of modernity. This is what we show in our airports and through our communications.

If the mixing of genres was a style it would be that of Maison Château Rouge with its waxed clothing, which takes a modern and urban take on tradition African clothes.

The brand of a multifaceted Paris

If boldness was a singer it would be Christine and the Queens who break with the usual codes of singing and dancing, and are constantly reinventing their performances.

Boldness

From wittiness to the audacity to challenge the status quo, Paris is bold. Paris Aéroport takes inspiration from this boldness to have an effect on travellers, surprise them and make them smile. In its communications, even when least expected, the brand shakes things up, rewrites the rules, and makes allusions to current affairs, all while showing finesse. This gives travellers the feeling of being assisted by staff with character.

If boldness was a designer it would be Jean- Charles de

Castelbajac. Inspired by art and the world of childhood, he never fails to surprise. His fun creations, striking visuals and bright colours always leave a lasting impression.

The mural is the result of his collaboration with the street art duo Lek & Sowat.

PARIS AÉROPORT - COMMUNICATION

ALWAYS RECOGNISABLE BUT NEVER THE SAME, PARIS AÉROPORT IS A BRAND THAT LENDS TO FLEXIBILITY THANKS TO ITS MANY VARIED FUNDAMENTALS: LOGOTYPE, RAYS, COLOURS, TYPEFACE, SLEEK DRAWINGS, SHAPES AND LANGUAGE. THESE FUNDAMENTALS STRUCTURE THE BRAND’S COMMUNICATI ON. THEY STOP IT FALLING PREY TO MASS REPRODUCTION AND INSTEAD OFFER ENDLESS CREATIVE POSSIBILITIES IN KEEPING WITH THE BRAND’S IDENTITY.

Paris Aéroport - Communication

Through its identity symbols used in communications and airport terminals, Paris Aéroport accompanies travellers throughout their journey, via different media and airports spaces. These fundamentals create a smooth experience for travellers and allow the brand to communicate in a powerful and consistent way. To guide this communication, guarantee its consistency and unleash its creativity, all while drawing inspiration from our brand’s very essence, three elements of style have been defined: rays, sleek designs, and vibrance. When used together and applied to our fundamentals, they constitute the core of Paris Aéroport’s style.

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Rays 

Rays shining outward are the guiding principle of our brand’s communication. These joyful, dynamic and outward-looking rays remain by travellers’ sides throughout their journey. They can be interpreted in flat tint, in relief or in depth, giving way to a vast potential for creativity.

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Sleek designs 

Our uncompromising desire for elegance is visible in a style that favours sleekness and injects vitality into our communications. The use of white in particular offers breathing space and a backdrop that go hand in hand with the application of our fundamentals.

Vibrance 

Personified, vibrant, and never rigid, our style knows how to play with its fundamentals to introduce changes in perspective and cause ruptures that set the tone of its communications. Flexibility is key.

Paris Aéroport - Communication

Logotype

THE NAME

We have created a new name for our traveller brand. Shorter and in the singular form, this name better represents a real brand. By inverting the terms, it is easier for our international clientele to read but still proudly shows our French roots. What’s more, Paris is given its rightful place: in front!

THE SYMBOL

The Eiffel Tower is everlasting and emblematic of France. Placed above the name, it symbolises everything we are: landing runways for airlines and Parisian elegance that radiates out across the world. This bright and powerful expression has an irrefutable impact on both our target audience and our competitors.

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THE SLOGAN

It’s more than just a slogan, it is a declaration of love for travellers. And, above all, it is a promise that sums up our ambition to serve and welcome travellers by providing personalised attention, setting demanding standards for our teams, and offering irreproachable quality, to ultimately provide an experience that’s worthy of the most beautiful city in the world.

PARIS AÉROPORT

PARIS VOUS AIME

Paris Aéroport - Communication

Rays

The rays are a key element in the Paris Aéroport brand’s communication. With a central place in our logo, they set the tone for our singular, significant phraseology.

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FAR-REACHING RAYS

The power of these rays lies in their ability to evoke a reaction. Symbolic of the Eiffel Tower, runways, or even jet streams in the sky, they are the most evocative elements in our range of discourse. They can appear in relief or in depth, and in a range of materials.

GUIDING RAYS

Both a point of reference and a beacon, the rays guide travellers throughout their journey. They symbolise both the notion of taking flight and elegance, thus representing our business and Paris’s g lobal radiance. The open design really draws attention to our brand and puts it in full focus.

VERSATILE RAYS

Flexible and inspiring, Paris Aéroport’s rays can be used in a multitude of ways and adapted to all of our communication media.

Paris Aéroport - Communication

Colour

Vibrant and dynamic, the Paris Aéroport brand comes in a variety of colours from our own range, and assists travellers in a consistent and reassuring setting that is immediately recognisable.

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THE MAIN COLOURS

Paris Aéroport has taken a unique and modern take on France’s iconic colours. The blue, orangey red and white immediately set the tone through our logo and on all of our communication media. White is systematically used to offer a breath of fresh air and the touch of elegance that characterises the brand.

THE SECONDARY COLOURS

The secondary colours add energy and warmth to the main palette, and further enrich the brand’s communications. They are grey, green and blue, moving towards softer, warmer tones.

Paris Aéroport - Communication

Typeface

The Paris Aéroport brand also expresses itself through words, both in airport terminals and on the communication materials it offers. Integrated into our graphics, these words guide travellers through their tone and a special typeface.

GOTHAM

Gotham is our brand’s main typeface. It is used in all types of text, in the main body, titles and excerpts (excluding office and digital texts). Powerful and exacting, this typeface can be used in various versions and bold type, giving our brand the flexibility it needs, while offering a basic consistency. This sans serif typeface (meaning without small strokes) is understated and provides a timeless modernity that reflects Paris Aéroport’s essence.

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abcdefghijklmnop qrstuvwxyz ABCDEFGHIJKLMNOP QRSTUVWXYZ 1234567890

CENTURY GOTHIC

To avoid any technical compatibility problems, Century Gothic has been chosen as a substitute typeface for office and digital uses.

Gotham

BOLD ULTRA

MEDIUM EXTRA LIGHT

Light Book Medium LIGHT ITALIC THIN ITALIC Book CONDENSED THIN BOLD ITALIC Black MEDIUM

BOLD 01234 56789 “+=@ &! #?

THIN ULTRA Book italic

CONDENSED EXTRA BLACK ITALIC

Paris Aéroport - Communication

Sleek drawings

The sleek drawings designed for the Paris Aéroport brand complete and enrich its communications, creating a coherent graphic style that is unique to Paris Aéroport.

FRENCH TOUCH

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THE FRENCH TOUCH

The French Touch is an additional typeface. This original creation was specially designed with Paris Aéroport in mind. It reinterprets a typeface from the 1930s, giving it a modern touch and paying tribute to our Parisian identity.

PICTOGRAPHS

Paris Aéroport’s pictographic style helps with brand recognition. Our pictographs offer a clear presence that is useful and reassuring for travellers. It highlights our range of services without replacing the usual directional signage in airports. They are easy to identify thanks to their unique graphic style which plays on two thicknesses, open lines and rounded edges. These pictographs are part of a family that is destined to grow.

Paris Aéroport - Communication

Shapes

The range of Paris Aéroport shapes is intended to embellish our terminals and our places for communication. They enrich our graphic style by adding movement.

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THE CREST

Our crest is made up of two elements: the symbol from the logo and the diamond shape. This compact crest adds subtle elegance to our presence and can be used to punctuate communications throughout terminals.

THE DIAMOND AND DIAGONAL LINES

The diamond is the structuring component of our crest and its main purpose is to provide information, point out a partnership or inform travellers of services available to them. It can also be used as a bullet point. The lines are a nod to the brand’s r ays and create a certain harmony. Used as bullet points, bookmarks or paragraph breaks, they make text, page numbers, excerpts and lists more dynamic. They are also used in Paris Aéroport’s cultural communication to highlight partnerships or add to the design of an exhibition.

In Paris, every answer comes with a smile.

Paris has been waiting for you. Paris rests on love and gifts. Paris is built on love and fresh water. In Paris, we know how to relax. Paris will never forget you.

In Paris, music warms hearts. In Paris, you don’t sleep, you dream. In Paris, you don’t eat, you savour. In Paris, we like the beautiful game. Even in Paris, we like to get away.

In Paris, music warms hearts. In Paris, you don’t sleep, you dream. In Paris, you don’t eat, you savour. In Paris, we like the beautiful game. Even in Paris, we like to get away.

In Paris, every answer comes with a smile. Paris has its eyes wide open. In Paris, even work is a pleasure. In Paris, everything is breathtaking. In Paris, art is life.

Paris Aéroport - Communication

Language

Paris Aéroport has its own language that it uses for all its travellers, to guide them throughout their journey, from start to finish. This language is always meaningful and emphasises the brand’s desire to be present, to listen and to assist.

PRAGMATIC AND STRAIGHTFORWARD LANGUAGE

Smooth travel is a priority for passengers. As such, our communications are as simple as possible to ensure travellers have easy access to information. From welcome messages and descriptions of services to advertising, our language must always be straightforward and pragmatic.

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FRIENDLY LANGUAGE

Paris Aéroport also relies on friendly language to create a feeling of complicity with travellers. Like a little wink to travellers, the brand uses anecdotes, proverbs and wit inspired by Paris to show that, like the city, it has a cheeky side.

Welcome. Paris has been waiting for you. / Enjoy yourself in style. Paris rests on love and gifts. / Water fountain. Paris is built on love and fresh water. / Manage your time. In Paris, we know how to relax. / Bon voyage. Paris will never forget you. / Got a question? In Paris, every answer comes with a smile. / Feel confident with us. Paris has its eyes wide open. / Business area. In Paris, even work is a pleasure. / Paris Worldwide. In Paris, everything is breathtaking. / See art everywhere. In Paris, art is life. / Music area. In Paris, music warms hearts. / Baby room. In Paris, you don’t sleep, you dream. / Be more gourmet. In Paris, you don’t eat, you savour. / Sport area. In Paris, we like the beautiful game. / Multimedia lounge. Even in Paris, we like to get away. / Welcome. Paris has been waiting for you. / Enjoy yourself in style. Paris rests on love and gifts. / Water fountain. Paris is built on love and fresh water. / Manage your time. In Paris, we know how to relax. / Bon voyage. Paris will never forget you. / Got a question? In Paris, every answer comes with a smile. / Feel confident with us. Paris has its eyes wide open. / Business area. In Paris, even work is a pleasure. / Paris Worldwide. In Paris, everything is breathtaking. / See art everywhere. In Paris, art is life. / Music area. In Paris, music warms hearts. / Baby room. In Paris, you d on’t sleep, you dream. / Be more gourmet. In Paris, you don’t eat, you savour. / Sport area. In Paris, we like the beautiful game. / Multimedia lounge. Even in Paris, we like to get away. / Welcome. Paris has been waiting for you. / Enjoy yourself in style. Paris rests on love and gifts. / Water fountain. Paris is built on love and fresh water. / Manage your time. In Paris, we know how to relax. / Bon voyage. Paris will never forget you. / Got a question? In Paris, every answer comes with a smile. / Feel confident with us. Paris has its eyes wide open. / Business area. In Paris, even work is a pleasure. / Paris Worldwide. In Paris, everything is breathtaking. / See art everywhere. In Paris, art is life. / Music area. In Paris, music warms hearts. / Baby room. In Paris, you don’t sleep, you dream. / Be more gourmet. In Paris, you don’t eat, you savour. / Sport area. In Paris, we like the beautiful game. / Multimedia lounge. Even in Paris, we like to get away. / Welcome. Paris has been waiting for you. / Enjoy yourself in style. Paris rests on love and gifts. / Water fountain. Paris is built on love and fresh water. / Manage your time. In Paris, we know how to relax. / Bon voyage. Paris will never forget you. / Got a question? In Paris, every answer comes with a smile. / Feel confident with us. Paris has its eyes wide open. /

SOURCES OF INSPIRATION

NOW YOU KNOW ALL THERE IS TO KNOW ABOUT THE BRAND, ITS DESIGN FUNDAMENTALS AND THE CREATIVE POTENTIAL THEY HOLD. WELL, ALMOST! THE MOST IMPORTANT THING IS TO MAKE THEM YOUR OWN. HERE ARE A FEW PROJECTS CONDUCTED USING OUR DIFFERENT TYPES OF COMMUNICATION. FOR EACH ONE WE’VE IDENTIFIED THE KEY POINTS TO REMEMBER.

The website and the Paris Aéroport application

Key elements in our commitments to travellers, these web and mobile services help them to organise their journey. The ergonomic website provides direct access to the most requested information, to our range of services that can be booked online, and to the home page covering all the latest news, while the application allows travellers to plan their journey, find their way around our airports, and obtain real-time updates.

THREE KEY POINTS TO REMEMBER

 A smooth experience thanks to a simplified designed and interfaces developed using a new ergonomic/UX approach.  Enriched content and services offered by the brand.  Tangible proof of our commitment to recognise travellers’ needs and help them manage their time.

Publication

The “Travellers and Airports” section in our 2016 annual report demonstrates Paris Aéroport’s promise in terms of customer service, commercial offers and other services, as well as the major changes planned to make every experience in our infrastructure unforgettable.

THREE KEY POINTS TO REMEMBER  Discernible proof of the “Paris vous aime” promise.  Elegant and sleek designs and pictographs as well as the integration of our new rays in everyday features.  An example of the correct application of the publication charter and all of the brand’s codes.

Communication in terminals

The Welcome Wall is the first instance of interaction between travellers and the brand within terminals. This is the case for both arrivals and departures.

THREE KEY POINTS TO REMEMBER  An immediate expression of welcome for our travellers, one of the four roles assigned to the brand in terminals.  A graphic interpretation that can be adapted to the layout of the terminal to ensure optimal impact.  Brand communication in terminals, available in three languages (French, English, and Chinese), to reach as many people as possible.

Communication in terminals

The “Have a Nice Trip” Wall marks the end of the journey for travellers in departures.

THREE KEY POINTS TO REMEMBER  Original use of the rays which have been integrated into our reference typeface.  A combination of our main colours with the secondary colour palette to give the message a more festive feel.  A friendly message from the brand, available in three languages (French, English, and Chinese) to assert our international ambition.

Video services

The four “commitment ” video spots present the commitments the brand has made to travellers by highlighting emblematic offers and services.

THREE KEY POINTS TO REMEMBER  An audiovisual representation of the brand’s fundamentals (reference colours, rays, pictographs, etc.).  A modern, fun and dynamic style to show just how special an experience we are offering.  Visuals lasting only a short duration to favour multiple uses across our network of digital screens and on social media.

Renovation-related communication

Paris Fashion Chantier is an unusual communication initiative to improve the traveller experience during renovations and all throughout the four-year modernisation of our terminals. THREE KEY POINTS TO REMEMBER  A very Parisian take on renovations.  Special attention paid to travellers to reduce the inconvenience.  An initiative that can be adapted to all our of terminals’ configurations.

Internal communication

The promotional campaign of the “Customer attitudes” training programme presents the relational approaches our welcome staff should take with travellers.

THREE KEY POINTS TO REMEMBER  The subtle integration of the rays in illustrations in brand colours.  An elegant and stylish illustration of attitudes specific to our promise in terms of customer service.  A highly Parisian tone.

Brand communications

The launch campaign for our traveller brand presents Paris Aéroport’s promise and our five commitments.

THREE KEY POINTS TO REMEMBER  A campaign that clearly expresses our “Paris vous aime” promise.  Respect for the brand’s fundamentals and the rays appearing in depth, all while leaving a space for the logo so that it may be fully visible.  A “high quality” Parisian style that is still welcoming.

Communication of substance

The campaign promotes our Paris Worldwide application. This application gives travellers one-click access to a mobile-responsive city guide, available in 10 languages, to help them to discover Paris and its monuments. THREE KEY POINTS TO REMEMBER  A layout that is suitable for the logotype, the brand’s style and service identifier.  Respect for the tone of our campaigns highlighting our services and their users.  Use of our soft, secondary colours that go well with and elegantly enrich the primary colours.

Cultural manifestation

The launch campaign for our traveller brand presents Paris Aéroport’s promise and our five commitments.

THREE KEY POINTS TO REMEMBER  A campaign that clearly expresses our “Paris vous aime” promise.  Respect for the brand’s fundamentals and the rays appearing in depth, all while

leaving a space for the logo so that it may be fully visible.  A “high quality” Parisian style that is still welcoming.

Endorsement of services

Business areas offer business travellers spaces and services conducive to working efficiently, organising meetings, or even expanding their networks by meeting other professionals.

THREE KEY POINTS TO REMEMBER

 Tangible proof of our commitment of “Getting to know you”.  A service endorsed by the brand and which respects its identity codes, right up to the furniture (crest, orange rays, etc.).  A descriptive name for the service that works harmoniously with the “Paris Aéroport” logo and name.

PARIS AÉROPORT ANSWERED IN 10 QUESTIONS

YOU NOW HAVE ALL THE KEYS TO DEVELOPING YOUR CREATIVITY

WITHIN THE PARIS AÉROPORT WORLD. TO HELP YOU WITH YOUR DAILY CONTACT WITH THE BRAND AND TO EXPLAIN ELEMENTS

WHICH MAY NOT YET BE VERY CLEAR, WE HAVE PREPARED A FEW QUESTIONS AND ANSWERS.

Which of these brands should you use:

Paris Aéroport or Groupe ADP?

Paris Aéroport is our traveller brand. It is used exclusively with customers to promote the hub as well as our services and commercial offering. There is therefore no reason why it should appear in any individual correspondence material or corporate communication tools.

Groupe ADP is our group brand. It is used to communicate on behalf of the group to our stakeholders: shareholders, employees, airlines, corporations, etc. This brand features on business cards and correspondence, including e-mails.

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For more information, please refer to the guide for using the company name and brands, which is available on the intranet and in the Brand Center.

In which cases can the Paris Aéroport logo be used on its own?

And when should it be used with the slogan?

The logo can be used on its own on all brand communication materials.

For B2C advertising highlighting services for travellers, use the version incorporating the slogan.

In terminals, should I follow the signage charter

or use the Paris Aéroport branding?

There are two possibilities:  when guiding travellers in the terminals, use the signage charter  when welcoming, serving or giving information to travellers, use the Paris Aéroport branding.

Under no circumstances should the two charters be used

together on a single communication tool.

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What are the colours of

Paris-Aéroport-branded materials?

The Paris Aéroport colour palette comes from the logo and is made up of three colours: blue, orangey red, and white. These “main” colours are meant to reflect the colours of France. The orange from the previous charter has been updated with hints of red for a fresh, modern touch,

while the white is a colour in its own right, adding a “high quality” feel.

Why put so many blank, “breathing” spaces

on our communication materials?

Our Paris Aéroport documents do indeed feature a lot of white, but this in no way represents emptiness. It offers the safe space our materials need to project the brand while providing clarity, simplicity and elegance. Don’t hesitate to use it but be sure to maintain a good balance.

THE LITTLE BRAND BOOK

How should the Paris Aéroport logo be used?

Branding doesn’t necessarily mean displaying the Paris Aéroport logo everywhere. It is to be used in specific cases, which have been clearly set out in our charters.

The logo is to be used in the following cases:  in advertising communications, on our websites, our mobile application, our loyalty programme, our brochures and posters  in our terminals: on greeting totems, in event and exhibition areas, in the magazine and on its support; it is used in association with our service offers and promotional content on digital screens; it “endorses” our local communications and renovation signs.

What is the best use for the rays?

The rays are a key element of our new visual identity. You can use it as a border for your publications, to embellish a wall in our terminals, or even inside a shape or as part of a font.

Remember that other shapes make up the Paris Aéroport brand’s style and enhance these rays.

THE LITTLE BRAND BOOK

When should the crest be used?

The crest features the symbol of the Groupe ADP and Paris Aéroport logotypes. It structures the communications of our brands, particularly in terminal buildings. It should be used in constrained areas or those delimited by a Tensabarrier®. Specific situations in which it can be used are mentioned in the charters covering the different communication materials.

How and when should pictographs

be used?

The style of our pictographs is elegant and exacting, much like our brands’ communications, and thus helps in identifying them. When informing or guiding travellers, use signage pictographs. Favour the use of French Touch pictographs when the brand is giving information about services, our publications and digital tools.

THE LITTLE BRAND BOOK

When using pictographs, also use the main dark blue colour and our orangey red from our colour palette. Useful tip: pictographs can also be reversed out in white.

Who can I turn to if I’m unsure of something

or have a question?

Don’t hesitate to ask the opinion of experts on the matter. To do this, contact the Brand Management teams in the Communications Division. They are there to help you.

Your resources

Overview

NAME

Paris Aéroport

VISION

Paris is at the very core of Paris Aéroport: Paris Aéroport is Paris.

MISSION

To give our travellers the best Paris has to offer.

VOCATION

To ensure travellers have a smooth journey, enhanced by commercial, catering and entertainment offers that are resolutely Parisian.

INDIVIDUAL ATTENTION

Serving every traveller at every stage of their journey.

THE LITTLE BRAND BOOK

COMMITMENTS

• Helping you manage your time • Entertaining you • Giving you peace of mind • Getting to know you • Amazing you

Your resources

Checklist

You’ve tweaked the last details of your project but before giving it the stamp of approval, go through this checklist to ensure you have respected the brand’s fundamentals.

THE LITTLE BRAND BOOK

I’ve checked that I’ve used the correct logo: Paris Aéroport vs Groupe ADP.

I have consulted the charter(s) that correspond to my project.

I have used, as a minimum, the logo, one set of rays and the three main colours.

I have integrated at least one Parisian element into my material: • this should not be a stereotype of Paris but must instead be something unexpected to surprise travellers • it must reinterpret at least one of the four traits associated with Paris: elegance, boldness, the mixing of genres and embodiment.

I have adopted a sufficiently sleek and simple style in my material(s).

My project illustrates at least one of the five traveller commitments.

Your resources

Reference material

Vision Book

Services branding guide

This book presents the strategy and new structure of the brand, including the strong convictions that guided its creation.

This guide explains the graphic fundamentals of the Paris Aéroport brand, which are to be applied when designing service areas.

Booklet of commitments to travellers

Car park guide

This booklet presents all of the tangible ways in which we uphold our five commitments.

This guide sets forth the graphic principles for brand communication specific to car parks.

Usage guide for the company name and brands This guide states the rules for using the Paris Aéroport and Groupe ADP brands, according to the context for communication and the material, as well as legal notices that must appear depending on the material used.

Charters of our logotypes (Paris Aéroport and Groupe ADP)

These charters define the rules for using our different logotypes, thus preserving their integrity.

Style guide

Vehicle charter

This guide sets out the fundamentals of our graphic style when communicating with more than the logo.

This charter details the graphic principles for use on our fleet of vehicles.

Publication charter

Video charter

THE LITTLE BRAND BOOK

This charter details the graphic principles for putting together publications.

This charter sets out the endorsement of videos by our brand.

Cultural charter

Charter for worksite fences

This charter defines the principles for Paris Aéroport’s endorsement of cultural projects rolled out in our terminals.

This charter describes the graphic principles for worksite fences in our terminals and their access points.

2D and 3D guides

Small poster charter

These guides explain the conditions under which the Paris Aéroport brand may feature in our terminals, along the entire passenger journey.

This charter defines the graphic principles for small posters about life at the airport and in our offices.

Find all of these documents at brandcenter.groupeadp.fr and on the intranet .

Groupe ADP Communications Division, XXXXXXX 2018. Photo credits: Marie Genel / Picturetank, Alexi Lubomirski Studio, Agathe Poupeney/Divergences, Jeff Koons; Thierry Beauvir-Ana/Onlyfrance.fr,

Zach Hilty/BFA/REX/Shutterstock / Sipa, Maison Château Rouge, Richard Bord/Getty Images, DR. Design and production: B  BEL. Printing: Xoxoxoxooxoxoxo. This document has been printed on FSC ® -certified paper from responsible sources.

PARIS AÉROPORT

Paris Aéroport is a Groupe ADP brand.

parisaeroport.fr/en